Analysis of supply chain issues under sales promotional schemes using FAHP

摘要

Sales promotional schemes (SPS) are sets of marketing activities that have an enormous impact on sales but expose the supply chain to the risk of demand uncertainty. This work prioritises and develops a hierarchical model of important supply chain issues to enhance the companies' competitive position under sales promotional schemes. Automobile industries being in an emerging competitive situation in India are chosen for this study. Using few statistical tools viz. CV-Index, Cronbach's alpha and Kappa statistics along with experts' opinion, the key issues/factors have been identified and grouped into a structured model considering supply chain - collaboration, efficiency, flexibility, and promotion. Supply chain issues are prioritised using fuzzy analytical hierarchy process (FAHP) and the Liberatore score (LS) method is used for performance evaluation of considered company. From the analysis, it is observed that 'flexibility' and 'collaboration' parameters are more prominent than others to deal with demand uncertainty.