The combined impact of these demographic and wealth distribution
changes may well make existing supply chain arrangements less than optimal.
Businesses that have established production and supply arrangements designed to
serve the ‘western-centric’ demand patterns that prevailed in the past may need
to substantially reconfigure their supply chain networks to take advantage of
the rapidly developing markets.
The shifting centres
of gravity and the growing urbanisation of society are trends that are already
evident and forward-thinking supply chain planners will already be factoring
them into their strategy. The rise of mega-cities presents a particular
logistical challenge. These cities are bigger in terms of population than many
entire countries and are often characterised by inadequate infrastructure. In
developing economies such as India, the challenge of serving massive markets
with a wider range of products to cater for a customer with greater
discretionary spending power will require innovative logistics solutions.
Spurred on by the
arrival of the Internet, there has been a dramatic growth in recent years of
the use of alternative channels of distribution. Whilst the old routes to
market may still be used, they have been augmented by these new channels which
more often than not bypass traditional intermediaries and enable a direct
contact between the supplier and the customer/consumer.
Structural
flexibility reflects the ability of the supply chain to adapt or reconfigure
its architecture in response to major changes on the demand side or the supply
side. Supply chains with high levels of structural flexibility are well able to
cope with the levels of volatility that are a feature of the twenty-first
century business environment.
In this age of
uncertainty any attempt to develop a scenario of the future is fraught with difficulties.
Nevertheless because there are already some observable trends and indicators it
is possible to paint a picture of the challenges that lie ahead for supply
chain management and also to suggest some possible ways of meeting those
challenges.
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