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Winning Strategies Through Responsive Supply Chains: Efficient Customer Response

Efficient Customer Response (ECR) provides the framework for achieving goals of top-line sales growth with cost containment along with adding tremendous value to customers. It has been seen as one of the next generation strategic moves and paradigm shifts in supply chain management (SCM). This research project involved designing responsive supply chains for fast moving consumer goods (FMCG) industries. Key performance indicators (KPIs) were prioritised and mapped to the processes with the respective data. ECR models were developed for these role supply chain models based on supply chain common standards and lowest total logistics management cost. The benchmarked figures demonstrated the ECR readiness and leadership and gap analysis provided the roadmap for the implementation of ECR concepts and drivers. The effects of collaborative planning forecasting and replenishment (CFPR), value chain and supplier integration concepts on supply chains were simulated to reflect probable benefits.