Comprehensive analysis of Tri-star toothbrush & Co.’s supply chain

Abstract

With the passage of time, supply chain management has become very crucial for companies ranging from small local to large MNCs. The overwhelming impact of supply chain management on creating value for companies has become a cynosure of all industrial & management research. And when it comes to FMCG companies, the impact is even larger. As far as Tri star & Co’s supply chain is concerned, it demands considerable attention given the value it is creating for the particular company. Given their initial strategy to become responsive, they are now actually focusing more on efficiency driven by the intense price competition forged by the low priced local products. Given the driver specific strategy of Tri star & Co, it maintains efficiency in case of facility, pricing and information. Among all these three drivers the company is able to maintain staggering level of efficiency in managing it facilities. In case of the rest of the drivers the company is already very responsive. At present in transporting their products they want to become highly responsive which consequently incurs high cost for them. Therefore, going for a milk run based distribution system for its different zonal product distribution will help them to reduce costs while maintaining high level of responsiveness in terms of reduction in lead time. As Tri star & Co is an FMCG company, it has to push its product anticipating customer demand from time to time and market response. So, it’s more like a push based view for Tri star’s supply chain.