The article delves into the transformative impact of digital supply chain management within today's competitive market landscape. It stresses that while continuous improvements are vital for staying ahead in the market, digital innovations are reshaping the market dynamics. The concept of digital s...
, 1.1 Introduction:
The article delves into the transformative impact of digital supply chain management within
today's competitive market landscape. It stresses that while continuous improvements are
vital for staying ahead in the market, digital innovations are reshaping the market dynamics.
The concept of digital supply chain management is projected to play a pivotal role in the
future, and this shift is enabled by technologies such as RFID, GPS, sensors, IoT, and ERP
software. These technologies are turning traditional supply chains into adaptable,
collaborative, and efficient digital models. Coca-Cola's RFID-enabled dispenser case study
exemplifies how technology allows companies to tailor offerings to consumer preferences in
real time, underscoring the symbiotic relationship between digitalization and customer
satisfaction.
1.2 Discuss how organisations must be adaptable to customer-changing requirements and
technology. Use Coca-Cola as an example in this discussion.
The integration of adaptability and technology within the supply chain landscape is a pivotal
aspect of modern business operations. This concept is explicitly highlighted in the textbook
"Supply Chain Logistics Management" authored by Bowersox, Closs, Cooper, and Bowersox
(2020). The authors underscore the fundamental role of adaptability in supply chain
management, asserting that organizations must possess the capacity to respond to the ever-
evolving external environment. This responsiveness to change is recognized as a key
determinant of success in today's competitive market landscape.
Bowersox et al. (2020) stress that "adaptability is a crucial factor for supply chain
management" (p. 6). They assert that supply chain entities need to be proactive and flexible
in adjusting their strategies, processes, and structures to remain aligned with market shifts.
This becomes particularly relevant in the context of changing customer preferences and the
rapid advancement of technology. Traditional supply chain models that rely solely on
historical data and predefined plans may struggle to keep pace with the dynamic demands of
modern consumers.
Coca-Cola's strategic implementation of RFID-enabled self-serve drink dispensers serves as a
compelling example of how adaptability and technology intersect within the supply chain.
The integration of Radio Frequency Identification (RFID) technology enables Coca-Cola to
gather real-time data on consumer preferences. As emphasized by Bowersox et al. (2020),
"organizations must be responsive to the continually changing environment in which they
operate" (p. 6). In the case of Coca-Cola, the company responds to consumer preferences in
real time by tailoring its offerings based on the data collected from the RFID-enabled
dispensers.
The synergy between adaptability and technology is evident in Coca-Cola's ability to
customize its products to match consumer tastes. Bowersox et al. (2020) elaborate that
companies embracing adaptability are better positioned to "anticipate and respond to
changes in the market and technology" (p. 6). The RFID technology empowers Coca-Cola to
anticipate shifts in consumer preferences and adjust its beverage offerings accordingly. This
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