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Applying the Framework of Demand Chain Strategy in the Context of SMEs (2011)

Ref: market0058

This dissertation compares the different attributes of large enterprises and SMEs in respect of supply chain management, marketing and other alignment from theoretical perspective. It adapted the framework for demand chain strategy of Laww et al. (2005) which is proposed for the context of large companies, and proposed a modified one that can be applied to the context of SMEs. Meanwhile it applies the modified framework to the real business situation of a focal company in the case study. By research of its current activities, this thesis deploys the modified framework for
demand chain strategy to improve the management.

  • 12,000 words – 82 pages in length
  • Good use of literature
  • Good in depth analysis
  • Well written throughout
  • Ideal for marketing and international business students

1: Introduction
The organisation
Research question
Thesis Structure

2: Literature Review
Understanding demand chain management
Concept of demand chain management
Demand chain strategy framework
SCM and marketing in SMEs
Marketing in SMEs
SCM and Marketing Alignment in SMEs
Revised requirements of implementing DC strategy in SMEs
Proposed DC strategy framework for SMEs

3: Methodology
Research strategy
Data collection methods
Data types and ranges
Limitation and ethical implication

4: Case Analysis
Case analysis
Environmental analysis
The aims of environmental analysis
Macro-environmental analysis
Industrial analysis
Internal analysis
Conclusion of environmental analysis
Define DC objectives
Identify customer value proposition
Operating model design
Link operating model with supply chain network
Monitor demand chain performance
Process enablers
Leadership change, employee training & motivation
Organisation design
Information system design

5: Conclusions, limitations and further work



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