A integration between supply chain and marketing areas It is essential for the company to be closer to meeting and satisfying the customer's needs, a key part of the business growth.
It is through this important relationship that both departments must remain aligned with the organization's objectives and work together to ensure the business continues to thrive.
In this post, understand why partnership between the supply chain and marketing areas is strategic for the success of a company.
Read on!
Supply chain and marketing must work together towards business success
The challenge of marketing area in the dispute for space in the competitive market and for consumer preference only makes sense if the company can guarantee that the product or service is available to be acquired.
Otherwise, frustration and disenchantment can be irreversible. The lack of productive capacity to meet demand can negatively impact the company's reputation and, consequently, its results.
In this sense, the purchasing area must face the production chain management as a strategic factor and seek ways to guarantee the maximum product availability.
Already marketing department need to follow all the supply processes, before launching a product or service on the market.
It is through this dialogue between marketing and supply chain that the company reduces operational, financial and image risks. In this sense, communication and collaboration are essential to ensure synergy between both areas.
The biggest challenges for supply chain and marketing in 2022
In this year, supply chain and marketing leaders must relate like never before to face some of the possible problems that can affect the supply chain and negatively impact the customer experience:
- Shortages and price increases: the shortage of raw materials is likely to persist in 2022 and continue to affect product prices. In uncertain scenarios In the supply chain, it is necessary to adapt quickly, be resilient and find ways to reduce impacts.
- Crises: during the Covid-19 pandemic, the imposition of lockdowns and increased demand have challenged supply chains worldwide. Currently, the crisis between Russia and Ukraine is impacting the supply chain, leading companies to adopt a new supply model, with a local and less global focus.
- Transportation and logistics: whether due to a lack of truck drivers or delays at ports, problems transporting and delivering goods increase the need for marketing professionals to prepare themselves to manage the reputational impact of companies.
- Climate changes: The problems caused by climate change are increasingly affecting supply chains. And no company is immune to natural disasters and extreme weather events. Therefore, both the supply chain and marketing have the challenge of paying attention to this fact and rethinking their strategies.
The reputational impact of supply chain disruptions
A survey conducted by the newspaper The Economist,, in 2020, with the participation of 400 supply chain leaders, showed that the impact on companies' reputation is the worst consequence of a supply chain disruption.
Nearly a third (30%) of survey respondents reported an increase in consumer complaints, which increases the challenge for companies to ensure the best customer experience.
Executives also said they expect a significant increase in level of collaboration between supply chain, marketing and sales In the next years.
From now on, a stronger connection between these areas will not only better meet demand, but will also strengthen the brand loyalty, which will allow companies to face problems with more resilience and grow sustainably.
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