issue 3



 Jhulelal Institute of Technology, Nagpur

Prof. Rajesh Shende

Assistant Professor, Department of MBA,

Jhulelal Institute of Technology, Nagpur


This manuscript focuses on the broad range of activities require to plan, control and execute a product’s flow from materials to production to distribution in the most economical way possible at Dinshaw.s dairy food ltd. In this paper, the integrated planning and execution of processes required to optimize the flow of materials, information and capital in functions that broadly include demand planning, sourcing, production, inventory management and logistics using supply chain management (SCM) technique is shown. Dinshaw’s mainly follows SCM technique regarding Procurement, Production, Packaging and Distribution. Typically, SCM attempts to centrally control or link the production, shipment, and distribution of a product.  By managing the supply chain, companies are able to cut excess costs and deliver products to the consumer faster. This is done by keeping tighter control of internal inventories, internal production, distribution, sales, and the inventories of company vendors. SCM is based on the idea that nearly every product that comes to market results from the efforts of various organizations that make up a supply chain. Although supply chains have existed for ages, most companies have only recently paid attention to them as a value-add to their operations.  In the conclusion, the importance of supply chain management has been discussed.

Keywords :  Supply Chain Management (SCM),


For the recent competitive market, it has become necessary for the companies to deliver high quality of products with wide variety and large volume. The globalization has made organizations to think about their customers all over the world. In order to be in highly competitive market and meet the dynamic customer demands manufacturing firms have started using highly automated equipment for better accuracy and faster production rate without human interventions. However, due to the high cost of installation and operation of automated equipment’s many manufacturing firms prefers high skill manpower to carry out specific tasks Battini D. (et. al. 2015) . As human intervention is involved to perform the task, it is necessary to provide a safe and healthy working condition by optimizing methods used in plant.

Improper management can affect coffers directly, if company funds are mismanaged or budgets are overextended in comparison with revenues. Before long, an organization will close its doors for good, if steps aren’t taken to turn the situation around. If management does not clearly define performance expectations or follow up with employees about their levels of productivity, organization can experience reduced revenues.  When employees join your company, they should receive a performance plan with the standards for their positions listed. Regular appraisals help employees to know that the organization is satisfied with their performance. If management does not set performance standards and follow up with reviews, staff members may not feel appreciated. Continually wondering if they are meeting expected requirements will sap productivity. Without set standards, management will face a disciplinary challenge when poor work performance eventually does affect productivity. This paper mainly focuses on management of a network of interconnected businesses involved in the provision of product and service packages required by the end customers in a supply chain.

Supply-chain management has been defined as the “design, planning, execution, control, and monitoring of supply-chain activities with the objective of creating net value, building a competitive infrastructure, leveraging worldwide logistics, synchronizing supply with demand and measuring performance globally.” SCM practice draws heavily from the areas of industrial engineering, systems engineering, operations management, logistics, procurement, information technology, and marketing and strives for an integrated approach. [6] Marketing channels play an important role in supply-chain management. Current research in supply-chain management is concerned with topics related to sustainability and risk management, among others. Some suggest that the “people dimension” of SCM, ethical issues, internal integration, transparency/visibility, and human capital/talent management are topics that have, so far, been underrepresented on the research agenda. Although it has the same goals as supply chain engineering, supply chain management is focused on a more traditional management and business-based approach, whereas supply chain engineering is focused on a mathematical model based one.

Based on the survey results the challenges faced by the workers and persons in the industry are resolved in a better way. Alternate solutions are also validated before implementation. This study is to be carried out by following stage vise methodology which is be discussed in next sections. In addition, it is concluded that use of SCM tool is more advantageous over traditional methods. SCM not only reduces the human risk factors but is also helps in improving the productivity and job satisfaction as well as reducing cycle time for on time delivery which indirectly helps to sustain in the highly competitive global market.


This study is carried out as per a stage vise methodology as represented by Marzano A.  (et. al., 2012) paper. In this study a similar procedural flow is followed which is divided into three stages. Stages of methodology are depicted in Fig. 1. Three stages include following tasks:

  • Stage I: Real Time Data collection and Supply Chain Network Design creation.
  • Stage II: Analysis.
  • Stage III: Alternate solutions and Optimum solution implementation.
Fig.1 Procedural Flow


This section discusses about the real time problem which is considered for SCM evaluation. It also shows how the problem is solved following the previously described methodology. Various tasks performed in the plant to modify SCM are explained stage by stage.

STAGE-I: This stage includes real time data collection and creation of supply chain network design. In this process, data is collected from Informal Interviews, Personal Interviews, through Structured Questionnaire and Observation along with information from secondary sources like Magazines, Internet, Company data sources and Newspapers.

Types of sampling used in the survey were simple random sampling. In this method, the sampling units have chosen randomly from the total Respondents at all the levels in the organization.

Fig.2 Procedural Flow

STAGE-II: This stage is the main experimental stage, in which all the analysis is carried out for the activity. In this paper, the activity which undergoes SMC review is: “The Questionnaire design that has Open-ended, Close ended, Dichotomous Questions and Multiple-Choice Questions.”

Solution for the problem is proposed in the Stage-III. In last stage the solution is also evaluated.

STAGE-III: In this stage the solution for the existing task is designed and represented.

Due to favorable results this solution can be selected for the further implementation.


  • Company to go for cashless payments for transactions. In majority they use cash payments. to avoid situation like demonetization.
  • Company can promote all range of its products by investing in exclusive E-Commerce for which it also needs to increase dairy parlors area wise.
  • In connection to E-commerce, company should start a home delivery where a particular household will order full range of products required by it over a period of time. For this the company could provide a deliveryman with 2-wheeler vehicle to reach the different houses.

From the comparison of the results it can be concluded that Dairy industry have to maintain good relations with supplier for that its payroll system should be precise by digital payments. Similarly, to go into customers foot forward into e-commerce along with home delivery.

 In general, from this case study it can be concluded that, the Supply Chain Management (SCM) approach used in this paper has increased the reliability of analysis by allowing it, to be carried out and eliminating unnecessary losses that may occur in the process.


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