Indicators System Formation for Preparing Management Decisions in the Field of Retail Companies Marketing and Logistics
MAGAZINE №3 (98) June 2020
AUTHORS BORISOVSKAYA M.A.
CATEGORY Analysis in logistics and SCM Distribution logistics Retail companies’ corporate logistics Supply chain management
ABSTRACT
The article analyses the following current trends in the retail development: changing consumer behavioral models, evolution of strategies and policies of chain retail companies in the field of pricing and promotion, conflict-forming factors of interaction with suppliers and category management, the dynamics of basic elements of the goods costs, the role of digital technologies and the impact of COVID 2019 on retail organization. The current problems of logistics and marketing in retail chain companies in their relationship and interdependence were additionally identified and systemized. A list of indicators, methods of calculation and tools for their analysis and interpretation were developed basing on the determined trends and the study of scientific and business literature, reviews and research, classic works in logistics and marketing, the results of the conducted survey of managers in Russian Federal retail chains and FMCG companies. These indicators are recommended for the preparation of management decisions in marketing and logistics planning at cross-functional and cross-organizational levels.
Keywords: retail supply chain management FMCG marketing logistics performance indicators decision making planning logistics strategy policy
Dependency of logistics activities in the field of customer service from company strategies
MAGAZINE №5 2014
AUTHOR DYBSKAYA V.V., IVANOVA A.V.
CATEGORY Logistics services Management
ABSTRACT
It is difficult to imagine operations of companies without understanding of how to manage services accomplishment, especially logistics services. Policy of customer service management is determined by the interaction of two key departments of the company, one of which (Marketing) is responsible for image-building of product and marketer choice, the other of which (Logistics) is accountable for supply of goods to customer and provision of logistics services with logistics 7R ensuring optimal conditions for the functioning of supply chains.
The article presents a critical analysis of various points of view on different levels strategies, showing their interconnection within the company. Special focus is paid to the relation between the basic corporate strategies and functional strategies of the company (marketing strategies and logistics strategies). As well, the ways of their translation into the logistics activities in the field of customer service is analyzed.
The paper critically examines 21 different sources that meet purposes mentioned above. Critical analysis of marketing and logistics interference, various levels and types of strategies is intended to derive linkage between existing findings supporting the reflection of the strategic company directions in customer service policy in terms of logistics.
In the article it is revealed the benefits of evolving a strategic approach of logistics services management for clients and suppliers. It is proposed to begin approach elaboration from the planning of possible potential strategies of company’s development. That is why remarkable attention is paid to the consideration of basic corporate and functional strategies, defining the possibility of their joint implementation in the company. Detected logical link between corporate, marketing and logistics strategies allows us to specify prior steps and common activities for customer service policy development within the logistics department of the company.
Keywords
