Solving the Supply Shortage at ICC India

Jaydeep Mukherjee

Vision, 2015, vol. 19, issue 2, 161-170

Abstract: International Color Company (ICC), a multinational paint major was an established player in the paint market in India. It had launched its premium 2-pack refinish product range in January 2013. Within first six months of the launch, when the excitement of the new launch had abated, it was found that there were shortage of certain SKU’s. There were incidences of shortage in some specific locations as well as the entire country, which required to be addressed on an immediate basis. The import lead time was 12 weeks by ship and 4 weeks by air which made the solution even more difficult. The situation was becoming more acute every passing day. Jayant, the Product Manager responsible for 2-pack refinish product range had been given two months time by the top management of ICC to get the situation under control. Apart from the mismatches in stock availability and its requirements across the retail outlets and branches, Jayant had inherited problems which were related to the structure and compensation plan of ICC, which made his task even more challenging.

Keywords: Supply Chain Management; Demand Planning; Redistribution Model; Supply Shortage; Logistics in FMCG; New Product Supply Problems (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:sae:vision:v:19:y:2015:i:2:p:161-170

DOI: 10.1177/0972262915575654

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