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Siddhant- A Journal of Decision Making
Year : 2011, Volume : 11, Issue : 3
First page : ( 281) Last page : ( 286)
Print ISSN : 2231-0649. Online ISSN : 2231-0657.

Strategic Planning Model for Supplier of Unbranded Retailer Products: A Case Study of a Small Enterprise supplying Leather Goods

Ghosh Deviprrasad, General Manager Marketing

Aircel India Ltd., Kolkata, deviprrasad.ghosh@aircel.co.in/dp_ghosh@yahoo.com

Online published on 17 February, 2012.


In the case study presented, we have discussed how a small enterprise works in the business of supplying retail leather goods. Such firms follow B2B Business Model where they supply unbranded products for retail chain or outsourced suppliers for the branded model. Such a firm can benefit if it can develop a strategic planning model to evaluate its product portfolio to maximise its profitability. If a company management is willing to evaluate all decision alternatives, the company has the opportunity to increase in profits as well as market dominance in the products it markets. It will also be able to identify and evaluate all constraints, which on improvement can lead to greater contribution to profits. This case will be best suited to the company management involved in the allocation of limited resources in smaller firms for unbranded retailer products, as the situation faced by the firm in this case is almost similar as faced by many other companies involved in retailer goods supplier. Students could get an insight as to how dynamic is the real life situation and how the management of companies would need to be alert to changing assumptions and constraints. The case is a type of decision case. This case gives the readers an insight into:

— How an unbranded goods supplier to retail chain and as an out-sourced supplier to branded goods use the Strategic Planning Model to use limited resources.

— How the Linear Programming Model can be applied to real life decision situations and how an alternative decision can be mathematically evaluated.

— Force the students to explore alternative solutions and evaluate it using various approaches as per the case.

— How a company can enhance its performance by improving upon constraints through qualitative changes.



Strategic Planning Model, Linear Programming Model, Unbranded Retailer Products, Leather Goods Industry, Sensitivity Analysis, Strategy Robustness and Planning Optimality.


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