Integration of supply chain management and marketing management: A case study on FMCG products under Nestle Bangladesh

Abstract

This research is on the topic “Integration of Supply Chain Management and Marketing Management: A Case Study on FMCG Products under Nestle Bangladesh” which focuses on the effective collaboration process of SCM and Marketing department to achieve enhanced competitive advantage in the market and gain quick response to market change. In an industry with fierce competition and various opportunities to capture market share, responding to the customer needs faster and quicker will become very essential for any company aiming to reach the top within any industry. Thus, it is essential to maintain the integration process between SCM and Marketing. Applying the integration process framework to understand how the case company ‘Nestle Bangladesh’ keep their business ahead in the Market and build a positive image of their multiple brands among so many customers The products of the FMCG industry requires quick response and fast reaction to the market change as a result integration is much more needed in this industry. This research also tries to successfully complete all the research objectives which are linked to the various strategies used by Nestle Bangladesh in order to connect the bridge between SCM and Marketing. Finally, the results from the research study shows that effective integration process is maintained through the development of an in-depth understanding of the key integrated work, maintaining proper relationship, aligning the departments within the organization, enhancing the communication within and understanding the key advantages of integration for the company. Primary data collected from the in-detailed interview sessions of the company employees allows the research to have a more significant impact for companies aiming to gain proper competitive edge and react to ever changing customer needs.