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| Topic: |
Technology
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| Number of pages / Number of words: |
5 / 1252 |
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All of this time consumed an average of 10 to 12 weeks, time enough to let the consumers choose another supplier. (see Exhibit 2 for Old Distribution Process).
After this long time supply chain process, Heineken came to redesign its production and distribution process to recover the lost market share and to increase sales in the US...
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Within the redesign of the supply chain process it had to avoid that orders would arrive at all different times, which made it difficult to coordinate brewery production, raw materials purchase, shipment and delivery, especially when the production facility was located 3,500 miles away.
With this new operations and strategic marketing push, better data on product consumption and more sophisticated data analysis would be required, in order to know when a distributor stock was depleted before a replacement order could arrive...
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General points of the essay
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