Schriskoope is a Holland-based chicken supply chain company facing issues like poor product quality, high competition, and supply and demand mismatches. The report evaluates Schriskoope's supply chain performance and recommends improvement strategies. Key strategies include applying lean and agile principles to reduce waste, partnering with a third-party logistics provider to lower costs, and establishing purchasing strategies to reduce raw material prices. The report also outlines factors for developing a sustainable global supply chain, such as identifying social and environmental issues, selecting suppliers, and ongoing supplier evaluation and development.

1. Executive Summary
Supply Chain management is the network of activities where the raw material is
purchased then transformed into the usable goods and then finally delivered to
the customers through the distribution systems. Schriskoope is the Holland based
fresh chicken supply Chain Company and has approximately two hundred
employees. Holland is one of the biggest producers of the poultry in the European
countries. They import the butchered chicken to the various parts of the
countries. There are few issues that are faced by the company like the poor
quality of the end products, high competition, supply and demand not able to
meet and issues related to the 3PL and since the competition is growing, it is
important to take actions on the issues. The goals of the company include
understanding the strategies, fighting the competition, reduction of cost and also
the logistics to be managed.
The report consists of the evaluation process of the performance of the supply
chain management. The performance can be evaluated by the company with the
help of quantitative and qualitative measures. The evaluation will help the supply
chain company to overcome the poor performance. The performance
measurement criteria consist of the customer satisfaction, supplier performance,
integration of material flow and the information. The performance is also
evaluated on the basis of finance of the company as well. It is analysed that the
performance evaluation helps in further improving the strategies of the company
for the better competitive advantage.

2. The report also analyses the strategies that the supply chain Management
Company should adopt in order to perform better and improve continuously in
the process and procedures of the supply chain management. The report gives
the structure, benefits and the limitation of different strategies that can be used
and applied to the company’s supply chain to improve the quality of the end
product and services which will definitely increase the profitability of the
company. The strategies explored in the report are lean and agile strategy which
analyses the lean management followed by agile management. Next is a logistics
strategy where the points are explored on logistic management that the company
should apply. The purchasing and the procurement strategies as well as the
marketing strategies for the supply chain arealso analysed in the report.
It is vital for the company to have sustainability in the global supply chain as it will
help in maintaining the competitive advantage. In this report the factors are
considered that will help the supply chain in developing and maintaining the
sustainability of the company.

3. Introduction
Schriskoope is the Holland based fresh chicken supply chain Management
Company. The company gets its chicken from the polish farms. Holland is one of
the biggest exporters of meat products in the neighbouring European countries.
The company had issues related to the logistics, cost of poor quality products and
supply and demand of the products. The report is the analysis of strategies of the
supply chain management and also the factors that can help in developing and
maintaining the sustainability of global supply chain.
Structureand theMeasures of the Supply Chain Management
Structureof theSupply Chain Management:
Supply Chain management is the integration of supplier, manufacturer,
distributor and the customer. The supplier sends the raw material to the
manufacturer who in turns manufactures the products and then sends the
delivery to the customers.
Holland is one of the biggest suppliers of poultry in the European continent and
the production and processing of the poultry is one of the largest. (Green, N. M.
(2004). The market of the poultry is so big that they export the poultry to the
neighbouring countries like Germany and Britain and some of the other European
countries. (Henry & Rothwell (1995). Poultry productions have gone up in the
Holland as the consumption of beef has gone down in the European Country. The
number of small manufacturing enterprises (SME) is still large in number

4. throughout the supply chain. The firm is considered as small manufacturing
enterprise if the number of employees is less and therefore the number of SME
are more as they have around or more 100 employees like Schriskoope as it also
have 200 employees working twenty four hours. The competition in the market is
high as there are large enterprises that have almost 90 percent market share in
Holland. The poultry market in Holland has more profit as compared to any other
meat. (Beamon, BM (1998). Also the raw material in the poultry processing is
cheaper. The size of the enterprises is small yet the number is more. Therefore,
the competition in the market is tough. (Wijnands, Meulen & Poppe (2007). Also,
the company is providing fresh chicken to the market hence the poultry sold is
comparatively more as it is fresh. It is very important for the supply chain
management to have their own transportation so that they do not rely on the
outsourced companies as is the case with Schriskoope. The supply chain
management is based on the demand management. (Buhr, B. L. (2003). As
mentioned earlier, the demand of the poultry is high therefore it is vital for the
company to cope with the demand and supply management in order to sustain in
the market.
Measure thePerformanceof the Chicken Supply Chain management
Schriskoope can evaluate the Supply chain performance in terms of Quality and
quantity and following parameters can help in evaluating the supply chain
performancefor the company:
QualitativeMeasureswould includethefollowing:
Satisfied Customers: Customer plays an important role in the supply management
as the end product goes to the customer. They should be happy and satisfied with
the end product and also the services. (Chen, IJ & Paulraj, A (2004). The customer

5. satisfaction can be divided into three elements like before transaction
satisfaction, satisfaction at the time of transaction and satisfaction after the
transaction. The customers who are satisfied will give morebusiness.
Integration of material flow and the information: In the company the supply chain
management should be able to communicate the information correctly and also
the transportation of materials should happen smoothly. (New, S. (2004). The
information exchanged should be accurate, adequate and timely.
Risk Management should be effective: another way in which the company can
evaluate the performance is by the risk factors minimization as there are number
of risks involved in the supply chain. If the risks are managed properly, they
increase the sustainability of supply chain in the market.
Supplier Performance: it is important for the company to have the supplier who is
efficient and have good time management. Apart from this the relationship
between the supplier and the company is also important. (Sadler & Hines (2002).
It is important to have good relationship between the chicken supplier and the
chicken processors.
Quantitative measure would include the financial and non financial
performancemeasures like:
The non financial measures will include the level of customer service, level of
inventory and utilization of resources. (Slone RE. (2004). Also the waste
management is one of the evaluation factors in the manufacturing industry and
especially in chicken supply chain.

6. The financial measures check the performance of the supply chain on the basis of
maximum profit and minimum loss. (Henry & Rothwell (1995).
Supply Chain Improvement Strategies
It is important for the supply chain to produce and process the fresh chickens at
the right place and at the right time in order to gain the competition advantage
and also it is important for the survival therefore there is a need of strategies and
their application. (Chopra S, Meindl P (2007). Once these strategies are
understood by the company then only the application of supply chain will be
successful. (Stacey, R.D. (2000). The strategies that can be applied to improve the
supply chain in the Schriskoopeincludethe following:
Lean and AgileStrategy to theSupply Chain:
Leanness is used in the supply chain in order to increase the performance and
improve the performance and also helps in competitiveness in the market.
However agile is the next step to the leanness, which needs to be applied after
the lean. (Askin & Goldberg (2002). The lean and agile together form leagile
supply chain where they both are beneficial to the company and especially in the
chicken supply chain as all the parts of the chicken can be used. The wastes of the
lean production are essential for the agile production. Therefore, both of them
clubbed together can be capitalised.
Benefits:

7. The application of lean and agile in supply chain of the company will reduce the
work time as the company will pay more attention to the value added work and
less to the non value work.
The quality of work is increased as the wastage is less and the value added
activities are maximised.( Cousins, P., Lamming, R., Lawson, B and Squire B.
(2008).
It also facilitates the continuous improvement of the quality of product and
services.
Competitive advantage is sustained as the application of agile and lean will
increase the productivity of the company.
Limitations:
The training cost will be high.
For lean and agile application, it is important to have skilled labour.
Efforts for improvement have to be made at all level in supply chain. (Towill &
Mccullen (1999).
Logistic Strategies:
The key to success of the supply chain is directly related to the logistics of the
company. Therefore it is vital for the company to have the logistic strategies in
place. It is important for Schriskoope to make the decisions strategically on the
logistics. The strategies need to be planned on the basis of distribution centres,
transportation modes that the company will use. (Cousins, Lamming, Lawson and
Squire (2008). The smaller companies like Schriskoope uses the third party
logistics as it is more cost effective. It is important to choose the correct 3PL as
logistics is the important part of the supply chain. If required, the company can
change the outsourced logistic company and can contract the new logistic
company. The company should check for the facilities offered by the logistic

8. company, technological advancement of the company, the company’s storage
spaceand also if the 3PL is financially sound.
Benefits:
It is good for the smaller enterprises to have 3PL as it eliminates the investment in
the logistics.
Access to the resources, processes and technology increases.
Customer satisfaction is increased.
Logistics cost as well as the logistic operations can be identified clearly.
With the 3Pl there is a possibility that they are flexible to the changing market
trends.( Lummus, Krumwiede& Vokurka (2001).
Limitations:
Because of the distance between the clients, the human touch is missed.
It is the possibility that there is the difference in opinion and perception of the
third party provider.( Heizer, J & Render, B (2005).
Logistic functions are not controlled.
Purchasing and Procurement Strategies:
Purchasing and procurement plays a vital role in the supply chain. The reduced
rates of the raw material can increase the margin of profits in the end product
that is chicken. If the fresh chickens are purchased as considerable prices, it is

9. apparent that the profit will be more and this will increase the competitive
advantage of the company. Also, it is very important to have the clear objectives
for the purchasing and the procurement. (Lummus, Krumwiede & Vokurka (2001).
Purchasing is related to the raw material purchase from the farmers and the
procurement is related to the outsourcing companies. Total Quality Method
(TQM) should be adopted by the company here the vendor provide the services
and the products with zero defect and error. (Hitt M, Boyd B, Li D. (2004). The
purchasing department should have a mix of farmers who supplies chicken so that
the optimization is more.
Benefits:
If the purchasing and the procurement strategies are followed, it is apparent that
the operation cost will reduce as the purchase of the raw material will be at low
price.
The service quality is improved if the strategies are followed.
The supplier relationship with the company will be stronger if both the
departments will work effectively. (Hitt M, Boyd B, Li D. (2004).
Limitations:
If the purchase strategies are wrong then the possibility of increased inventory
will increase. In the industry of fresh chicken the company cannot afford to have
more inventory as it will affect the business and the profits. (Wagner & Kaufmann
(2004).
Similarly, the procurement department made the contract without evaluating the
third party can bring trouble to the company.
Marketing Management Strategies:

10. The marketing strategies of the company should include the customer value,
customer value delivery and customer value delivery process. (MacIntosh and
MacLean. (2001). The strategies should include the understanding of the
customer and their needs and requirements.
Benefits:
Brand recognition is developed.
The company will havea roadmap to reach to its targeted customers.
Limitations:
The challenge is to understand the customer’s requirements and delivering the
products with the consistency.
Another limitation is the delivery of fresh chicken as requested by the customer;
this could be affected if the logistics are not in place.
Sustainability of Global Supply Chain
The globalization had affected the ways in which the companies were managed
strategically and also operationally. Though the globalization of supply chains has
happened, the risks and challenges have emerged for the same. The risk starts at
the poor quality of the product and ends at the supply distractions. (Meyer &
Cramon-Taubadel (2004). To add to these risks are the political, social and the
environmental issues which arises due to the work process. The issues and the
impacts that are considered vary from waste reduction, recovery of the products,
working conditions, child labour. (Handfield, Walton, Sroufe & Melnyk 2002). The
companies that fail to addresses these social and environmental issues rendered
themselves in operational risks. (Samaranayake P (2005). It is important to have a
global supply chain in the company that can sustain the competition in the

11. market. The sustainability can help the company in responding to the demands of
the customers, can face any supply distraction and can mitigate the risks. In order
to build a sustainable supply chain it is important to follow the framework that
comprises of three steps. The steps involved are identification of the motivators,
assessment of levers and improvement of practices. (Corbièr-Nicolliere, Ferrari,
Jemelin, & Jolliet (2003).
Identification of Motivators: It is important to identify and address the social,
political and environmental issues in the company’s supply chain. Once these
issues are understood, it will be easy to set the goals and prioritize the work. The
reasons that are cited are firstly the customers, as it is imperative for the
company to retain the customer by providing the end products on time and of
good quality. (Lee HL. (2004). Second is the compliance that is understand and
following the rules and regulations and also the government laws. Third is the
cost that is maximum productivity by correct purchasing, mitigation of risks and
the efficiency to perform. Fourth is the competitive advantage, in order to have
sustainable supply chain, it is imperative to have a competitive advantage over
the other competitors. (Davis & Spekman 2004). Fifth is the conscience that is the
company should follow the values and core principles of the company.
Assessment of Levers: There are total seven levers that can help the company to
develop and maintain a sustainable supply chain. (Wawszczak, Hermans & Cesati,
(2003). These levers are divided into internal and external levers. The internal
levers include purpose, policy (the policies should be well documented and
communicated widely to the employees) and people and the external levers
include peer, partners, public policies and the power.
Improvement of practices: this will include code of conduct establishment, getting
the third party certification, selection of the suppliers and monitoring of the
suppliers.

12. Below is the figure showing the practices that are used in building and
maintaining the sustainablesupply chain.
Creating the expectations meaningfully: It is vital for the company to enhance the
capability of the company in order to foresee the issues and the challenges which
may arise in the supply chain. (Manning, Baines & Chadd (2008). This can be done
by scanning the issues related to the environment. Also, involve the stake holders
while making the code of conducts so that the policies are more enhanced in
terms of authority and applicability. It is very important to invite the suppliers to
the company and have conversations with them. Try to figure the cultural and
social issues if any with the supplier.
Selection of the Supplier: it is important of the supply chain to have the suppliers
on the list. Also, the company should less rely on them and concentrate more on
the consultation of the supplier and also the development. (Fisher, M. L. (1997). It
is imperative for the company to have detailed key performance indicators in
consultation with the supplier. These KPI’s should be benchmarked to the
suppliers and also internally in the company for later scrutiny.
Supplier’s Evaluation and the Development: It is important to inform the suppliers
of the expectations that is whether they are met or not. (Delgado, Narrod &
Tiongco (2008). The suppliers should be evaluated on the basis of meeting the
deadlines and processing the work.
Learning and Improvement: development of transparency and also the
accountability is important in the supply chain. The company’s performance
should be reviewed on the basis of practices of management and also the
expectations. (Godfrey PC, Hill CWL. (1995). It is imperative for the company to

13. continuously improve their supply chain practices through the communication
and taking the quality measures.
Conclusion
In the above report, the analysis has been made on the strategies and there
benefits and limitations. It is analysed that it is vital for the company to have the
good strategies if they want to maintain their sustainability in the competitive
market. The approaches to the application of the strategies are in concern with
the chicken company that is Schriskoope. It is analysed that the company should
use these strategies in order to maintain and improve the performance of the
supply chain and also develop and maintain the sustainability of the supply chain.
If these factors and approaches are applied by the company, they would be able
to reduce the cost of the productivity and also meet the customer requirements.
Company will also be able to enhance the logistics for the company and for the
distribution system. The strategies for the operations will also help in the supply
and demand management.