Materiality analysis of SCM issues for Competitive Advantage: Study of an Indian FMEG Organization

Abstract

Fast Moving Electrical Goods (FMEG) products represent the basic needs of its consumers in the modern society, influencing their life style in every way from living room to drawing room, from kitchen to the bedroom. Globalization has resulted in fierce competition among the players of this fast growing sector. The only way therefore to sustain a profitable growth is to stay competitive in local and global market. However, given the legacies of past practices and old mindsets of Indian FMEG players, it is not easy for any organization to stay competitive unless it applies a systematic and scientific approach of supply chain management (SCM).This work attempts to analyse the issues of supply chain for competitive advantage of an Indian FMEG organization. The company under study has adopted a unique approach of materiality analysis that complemented seamlessly with the SWOT analysis to evolve its supply chain strategies and priorities. The process thus built around them has been evaluated against the performance in line with customer expectations. The case study offers an excellent framework to follow for any FMEG organization seeking competitive advantage in the face of current global challenges.