Case Background

Low Price Bakery

ProductsStrong Supply

Chain

Poor economic growth in the operating country

Less Focused on Customer Service

1 2 3 4 5

Value Chain Analysis

Raw Materials

Strong Purchasing Power

Low Price of Raw Materials

Sophisticated Stock Management

OperationsLow Skilled Labor

Automation

Delivery

Customer Acquisition

Customer Retention

Smooth OperationsLess Customer

Because of Limited SeatsFree Press Advertising

to Attract Customers

Own Delivery Fleet Poor Customer ServiceNo System for

Customer Feedback

Raw Materials

Operations

Delivery

Least Market Research

Customer Acquisition

No proper channel for receiving

customer complain

Customer Retention

Weakness of Value Chain

Activity Enabling Low Prices

Raw Materials

Low Price

Operations

Low Labor Cost

Delivery

Least Transportatio

n Costs

Customer Acquisition

Free Advertising

Customer Retention

Least Cost in Customer Service

Low Cost Low Price of Goods

Poor Economic Growth, Less Purchasing Power

Losing Existing Customers

Moderate Skilled People will Lead to Higher Cost

Leaving Existing Supply Chain Advantage

Shortcomings of the Strategy

Problem Statement

MARKETING MYOPIAFocusing More on the Product, Less on the Customer Experience

Recommendation

EXISTING SUPPLY CHAIN WITH BETTER CUSTOMER SERVICE

Employee Training For Better Customer Service

Increasing Counters In High-street Shops

Local customer research done by nearby shops

3. “Privilege Card” For Regular Customers

IMPLEMENTATION

1. Employee evaluation by

customers opinion

2. Employing a customer service

manager for every region