MGT 322 Saudi Electronic University Logistics Management & Strategy Case Study

In chapter 2 , the author explores the concept that the customer is always right. A concept that has become more crucial over time and particularly relevant in current times. The term is “customer centric.”

It is the behavior of end customers that ultimately drives the supply chain. Chapter 2 explores the implications in terms of development of supporting logistics capabilities.

The challenge here is to support products in the market place better than competition. Think about that in the context of e-commerce competitors. In the U.S. case, Amazon vs. Walmart; link marketing and logistics by means of the concept of quality of service.

Please select any one of the six short case studies. Case studies are to be individually submitted.

Submission should be at least two (2) pages, double spaced, 10pt. Arial or Calibri font. Charts are welcome and valued as supporting resource.

Submissions will be graded based on effort, critical thinking and grammatical structure.

Rubric:

Why did you choose this case

Relevance to the course

Brief Summary of case

Findings and conclusions with support.

Use the text and lecture material to frame the case summary. Each case is tied to a specific section of the chapter.

Each case has a its own theme.

Case 2.1 Promotional Management

Case 2.2 Illustrates linkage between Marketing and Logistics

Case 2.3 Illustrates the tensions that arise when segments are defined by means of readily available information around which marketing can organise itself (account size), and the segmentation policy in practice. There is a fundamental conflict here, what is it?

Case 2.4 Explores the Parasuraman model of gaps in quality of service

Case 2.5 How to add value though customer service, very timely

Case 2.6 This case helps to show how the strategy drivers shown in Figures 2.12 and 2.13 can be applied to the two products described in the case

Textbook

Harrison, A., & van Hoek, R. (2011). Logistics management & strategy: Competing through thesupply chain (4th ed.). Essex, England: Prentice Hall. ISBN: 9780273730224 (print version);ISBN: 9781447915768 (electronic version).