Ecommerce and Retail

Supply Chain Management

Dr. Anita Kumar
“It is the supply chains that compete and not the companies.”
(Christopher, 1992)
Course Objective and Focus
Course Objectives
• This course aims to develop an
•understanding of the strategic role of Ecommerce and retail supply chains in the
present business world and
• management of their various components.

Learning Outcomes

•Understand the functioning of an integrated retail supply chain to suit

domestic as well as global markets.
•Understand the differences of sectoral supply chains
•Analyse and improve the performance of a retail supply chain
•Assess the functioning of Ecommerce supply
Manufacturing Supply Chains

Material
Strategic
Planning
?
Resource
Order Plan

Raw
Material Production
Suppliers (Management of Customers
Processes and Finished
People) Goods
Forecast
Actual
Orders
Demand Creation
and Management

Examples: FMCG Products, Automobiles, Food, Apparels

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Retail Supply Chain and Logistics

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Course Content
Module I: Overview of Retail Supply Cha
E content PPTs (6 hrs)
1) Introduction and Comparison 2)
Retail Formats and Structures and
Omni channel Retail 3) Retail
Marketing Mix 4) International
Retailing
 
Discussion Forum:
What is the future of Mom and Pop
(Kirana) stores with the rise of
Ecommerce and Modern Organised
Trade in India?
E tutorial (2 hrs)
Case Study on Omnichannel
Retail in Russia
PWC Report on Rise of
Modern Trade in India
 
SW
Study the Marketing Mix of
any international Retailer
Online Assessment
MCQ (10 marks)
 
 
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Course Content
Module 2: Retail Merchandising and Inventory Management 25%
E content (10hrs)
Sourcing Decision and
Merchandising (2), Store layout
Design and Visual Merchandising
(2) Pricing Dynamics and Dynamic
Pricing in Retail Supply Chains (2)
Inventory Management through
VMI, CPFR EDI (2) Communication
and Inter-Functional Coordination
Buyer-Supplier Collaboration (2)
 
 
Discussion Forum:
 
Will sourcing from China be
impacted Post Covid? Can India
gain Post Covid? How?
 
How Technology has changed
Retail Supply Chains?
 
E tutorial (4 hrs)
 
Case Study on Inventory
Management of Perishable Products
 
Comparative 4P Analysis of Reliance
Fresh
Big Bazaar
More
 
Self Work:
Study Store Layouts of Reliance
Fresh, Big Bazaar, Shoppers Stop
and Tata Croma
(Highlight the similarities and
differences)
Online Assessment
Report Writing – (10%)
 
Which International/Indian Retailer
has a most efficient supply chain?
Support your answer with examples.
 
 
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Course Content
Module 3: Modern E-com Channel Management
Econtent (10hrs)
E-Com Channel Design and
Implementation – segmenting,
targeting, and establishment of new
channels or refining current channels,
identifying power sources, and
channel coordination.
• Channel Flows – definition and
concepts.
• Channel Power – nature, sources,
balancing and exercising power,
influence strategies.
• Channel Conflict in E-com business–
nature and degree, sources,
consequences, conflict resolution
strategies.
• Channel Performance and
evaluation
Discussion Forum:
How can Indian Agri-food supply chain
be shortened to eliminate waste?
 
25%
E tutorial (4hrs)
 
 
Case Discussion on Samsung
Channel Conflict
 
Case Discussion on Channel
Management Post Covid,
Innovative Channel Models
 
Self Work:
Study Route to Market
strategies of Different
companies
 
Online Assessment (15%)
Group Presentation on
Innovative and Route to Market
Models Route to Market Models
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Course Content
Module 1V: Ecommerce- The Virtual Market Place 25%
E content (8hrs)
7 pillars of Ecommerce Supply
Chains (2 hrs)
Systems Architecture (2 hrs)
Revenue Models and
Strategies/Security Issues (1
hr)
CRM (2 hr)
E Auctions, Web Portals and
Virtual Communities (1 hr)
 
Discussion Forum:
Compare and contrast the
CRM and Returns
Management strategies of
Amazon and Flipkart
E tutorial (4 hrs)
Video Discussion on
Amazon Order
Fulfilment processes (1
hr)
Video discussion on
ShipRocket Operations
 
Self Work Create a
Virtual Community of
SCM postgraduates
Online Assessment
Individual Presentation
(5 marks)
 
 
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Course Content
Module V- Industry Specific Retail Supply Chains – Design,
Operation and Management of Case Examples
E content (6hrs)
Map key processes of
following retail supply chains
Mobile companies – Xaomi,
Oppo, Honor
FMCG - Hindustan Unilever,
Coca Cola, ITC
Electronics Samsung, LG,
Apparels- Zara, M&S
Pharmaceuticals- Cipla,
Panacea Biotec
 
Service Supply Chains
 
Discussion Forum:
 
Can Hospitality and Travel
Industry survive Post Covid 19
15%
E tutorial (6hrs)
 
Comparative analysis of
Petrol and Electric
automobile supply chain
 
Design and
configuration of Electric
Automobile supply
chain
 
SW
Visit any bank/hotel and
trace the supply chain
Online Assessment (5
marks)
 
Kahoot MCQ
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 Suggested Text and References

• Bowersox, Closs and Cooper (2008), Supply Chain Logistics Management,

Tata McGraw-Hill
• Chopra, Meindl and Kalra (2008), Supply Chain Management: Strategy,
Planning, and Operation, Pearson Education
• Rangaraj, Raghuram and Srinivasan (2009), Supply Chain Management for
Competitive Advantage: Concepts and Cases, Tata McGraw-Hill
• Ray (2010). Supply Chain Management for Retail, Tata McGraw-Hill
• Shah (2009), Supply Chain Management: Text and Cases, Pearson
Education
• Simchi-Levi, et al (2008), Designing and Managing the Supply Chain:
Concepts, Strategies and Case Studies, Tata McGraw-Hill
• Wisner, Leong and Tan (2005), Principles of Supply Chain Management,
Cengage
Internal Assessment

Continuous Assessment/Internal Assessment End Term

Examination
Components Internals Attendance
(Drop down)
Mid-Term 15%
Group 10%
Presentation
10%
Class
Assignment
10%
MCQ
Weightage (%) 45% 5% 50%
Why RSCM?
How RSCM has evolved?

Manufacturer
↓
Distributor
↓
Wholesaler
↓
Retailer
↓
Customer
Paradigm Shift

Orientation Leading To

 From Functions to Processes Integral management of materials and goods

flow

 From Products to Customers Focus on and creation of customer value

 From Revenue to Performance Focus on Key performance Drivers of Profit

 From Inventory to Information Demand replenishment and QR systems

 From Transactions to Relationships Supply Chain Partnerships

(Christopher, 1997)
Quiz

• Can you name the top five retailers of the

world and the countries they belong to?
• Can you name the top five retailers of India?
• Can you name top 5 Ecommerce companies
of the world?

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How is retail supply chain different from a
manufacturing supply chain?

Retail Supply Chain Manufacturing Supply Chain

• Omni Channel • Product- Single/Multiple
• Category Management Products
• Assortment • Production processes
• Product Assortment • In process quality control
• Space Management
• Store Clustering • Production Planning nad
• Promotions Scheduling
• Markdown Management • WIP Inventory
• Customer Service
Common Features of both

• Warehousing
• Inbound and Outbound
Logistics
• Sourcing
• Incoming quality check
• Documentation and Clearance
• Inventory Management
• Customer service
Key Elements in a Retail Supply Chain
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 Scope of Activities for Retail Supply Chain
Management Professionals

• Transportation
• Warehousing
• Return and Reverse Logistics
• Order Management
• Managing Different Channels
• Packaging
• Imports and Exports
• Store Management
• Customer Relationship
Management
 RSCM Scope
Promotion and Markdown
Innovative Optimization
Space Optimization
Processes Cross Docking
Store Clustering
Supply Chain
Matured Scientific Forecasting and Collaboration
Budgeting
Processes Merchandising
Space Allotment
Category Planning
Tracking and Tracing
Transportation Reverse Logistics
Warehousing
Inventory Management
Sourcing/Vendor
Management
Private Label Basic
Promotion Processes
Retail Format Classification

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Retail Format Classification

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Retail Format Classification

By Location

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IBEF Report

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Retail Market in India

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Retail in India

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Retail
• India known as a nation of shops
• Highest per capita outlets in the world – more than 13
outlets per 1000 population
• More than 80% of 12 million-plus outlets are smaller than
500 square feet in area-family owned businesses
• Unorganized sector includes low-cost retailing such as the
village haat bazaar, local kirana shops, owner-managed
general stores, paan/beedi shops, convenience stores,
handcarts and pavement vendors, weekly markets
• The organized sector accounts for just 10-15% approx
Organized Retail

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Retail In India

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Why traditional retail is still popular?

• Accessibility
• Convenience (home
delivery)
• Credit facilities
• Relational business
• Essential Goods
• Multiple needs fulfilled
(money transfer, mobile
recharge)
• Limited touch points
(safe, sanitized
environment)

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Challenges to Organised (Modern) retail

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Growth of Ecommerce in India

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Question -Can you tell me 5 news relating to
Indian retail in the last 3 months?

• Facebook (Whatsapp) tie-up with Reliance

• Reliance TAKEOVER OF Big Bazaar
• Kirana stores serving 1.2 billion Indian consumers during lockdown
• ITC tying up with local delivery service to deliver Ready to Eat
products
• Oyo Unilever join hands to provide sanitized stay

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