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Executive summary
Context:
According to the case, Ms.Ranjana is facing an uphill task of integrating
the whole supply chain in line with consumer demand. The instance of
Mumbai Depot presents a bleak picture of the reality against perceived
expertise. Although, it had growing primary sales figure to boast of, the
consumer sales had been taking a hit, drawing the distributors ire.
The company has been practicing push strategy for primary sales, which
has been impacting the ROI of the distributors and also resulting in
blocking of working capital. This is essentially making the distributors
more apprehensive about purchasing stock from the depot. Due to the
misalignment in the primary and the secondary forecast, the market share
took a hit. The cause was analyzed and the most imperative reasons that
were spotted include: