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When the demand patterns change, who walks away with the additional demand?
As the demand volatility increases, shifts in demand pattern have become quite common. Pandemic has only accentuated this phenomenon. If the demand for your product category surges at a short notice, who captures the additional demand? Is it you or is it your competitors?
Since consumer offtake figures come with a time lag, it may be difficult to get accurate information on the change in market shares. However, field personnel and retailers have a fairly good idea of the brand that has benefitted the most. Organized retail would have this data at the most granular level.
Supply chains have a major role to play in deciding the additional sales that companies can get during these short windows of opportunity. Demand Driven Agile Supply Chains stand a much better chance of getting the lion’s share of the additional demand created, as compared to conventional forecast-driven supply chains.
Are you taking steps to make your company’s supply chain demand driven and agile?