From Marketing to Supply Chain Management: A More Flexible Supply Chain System Through Increased Costs

Abstract

The combination of marketing and supply chain management can maximize the benefits of enterprises. However, this method is not very common in all enterprises nowadays, mainly due to the unattainable coordination ability and flexible supply chain. It is already known that the factors limiting the flexibility of the supply chain are basically related to its three key links: procurement, operations and logistics. This paper assumes a positive relationship between sales revenue and operating cost and obtains their relationship through linear regression analysis and correlation analysis on Carnival Corporation & Plcs worldwide data from 2008 to 2022. Finally, positive relationships were found and confirmed, as well as highly correlated results. The results show that the factor restricting the supply chain to achieve better marketing response lies in cost control. Better operating costs and logistics costs can achieve better sales revenue and profit sources.