How the new product is to reach the target market

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Reference no: EM133263797

Recommend strategies for effective supply chain management.

To instill collaborative spirit, students are required to form a group (number of group members will be determined by the Course Leader / Tutors depending on the size of the class). Each group member is expected to contribute your effort to this assignment. Any member who failed to do so, the other members will have the power to decide that he/she is a non-participating member and will get 0% for this assignment.

Maxx Chicken Supply Chain Management

In chapter 1 you were introduced to the 3 phases of supply chain decision. This assignment requirement is only based on:

Phase 1: Supply Chain Strategy and Design which is the overall picture of the supply chain management of a company. Please note that in developing a supply chain strategy, it must align with the company's competitive strategy to achieve strategic fit (chapter 2) and the distribution network (chapter 3).
Marketing Channel Strategy - decisions on channel participants and how to manage them.

Suppose that you and your group members are the owners of Maxx Chicken company:

Position as a consultant

Maxx Chicken SB, the company who produce a very delicious and popular roasted chicken. Maxx Chicken started the business by selling special recipe roasted chicken in 'Pasar Malam' around Kuala Lumpur and became instant favorites. Maxx Chicken had received orders not only within Kuala Lumpur but also from outside Kuala Lumpur for special events such as family gatherings, weddings, and festivals.

Maxx Chicken plans to expand the business and the company decided to change their business model from 'Pasar Malam' into production of marinated chicken. Maxx Chicken SB realized that besides the delicious secret recipe marinate, the strength of their 'Pasar Malam' roasted Maxx Chicken came from the fresh, well marinated chicken, roasted on site for customer to enjoy their hot roasted chicken. Therefore, the company outlined the following strategies:

Product - Producing frozen marinated chicken will affect the quality once the chicken is thawed. So, the company decided to produce 'vacuum packed marinated chicken' which customer can buy, roast the chicken in their oven and enjoy the same quality and taste of the famous 'Pasar Malam' Maxx Chicken. - packaging type
The product will have 5 days shelf life from the manufacturing date and need to be stored in the temperature within 4 to 8 degrees Celsius. - source of the supplier, raw material, component for vacuumed pack marinated chicken. (Real supplier), etc: pak mat western.

Quality assurance - The company is determined to deliver delicious and fresh marinated chicken to their customers. To do so, they will be very selective on the quality of chicken supplied by their supplier (Information of the supplier). The company will only accept chicken that are slaughtered and delivered to Maxx Chicken facility within 12 hours.

Business Location - The company had found an appropriate medium sized factory located in Bandar Bharu Nilai, Negeri Sembilan which will be able to produce up to 1000 pack of marinated chicken a day.

Target Market - Based on experience, besides within Kuala Lumpur, many demands from outside Kuala Lumpur were from areas in Melaka and Johor Bharu. Therefore, as a start, the company decided to penetrate the market in both cities and their surrounding areas. Decide who will be your target market.

INSTRUCTION:

You are required to propose the Supply Chain Strategy and Design and Channel Strategy for the company based on the following requirement:

Supply Chain Strategy and Design
Supply Chain Structure for the product and explain why such structure is chosen / how this supports the company's strategic objectives.
Strategic Supply Chain

Who will be the chicken supplier for Maxx Chicken? It must be a real company and explain why you chose this company.
Based on the supply chain structure decided in (a), decide which organizations will be appointed as intermediaries / channel members to provide the following services (where appropriate)? Explain.
Transportation
Warehouse
Wholesaler
Retailer
Scheduling-when this chicken needed

Marketing Channel Strategy

Decide how the new product is to reach the target market - type of retailers. (will you sell the product to retailer as final product / to re-seller / or both. Explain)
What kind of supports that you will be providing to the channel members?

Reference no: EM133263797

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