Inventory Optimization through Integration of Marketing and Supply Chain Management

Sammanfattning: Purpose: This study aims to find how the integration between marketing and operations can improve demand management in order to have efficient inventory level and avoid excess inventory. Method used: In order to have optimize inventory level and managing demand, integrating business process between marketing, supply planning and inventory management team was considered in this study. Qualitative data from nine interviews among three direct sales cosmetics companies was gathered. Findings: Empirical findings address excess inventory is caused by several issue in the company as poor management of demand forecasting, wide product portfolio, long lead time, the lack of sharing information between the company and its suppliers and ineffective strategy to avoid excess inventory within the company. Regarding to improve forecast accuracy and manage demand, findings indicate the role of marketing in obtaining knowledge about customer insight is not good enough. Practical Implication: It is critical that works and plans from each function be integrated to optimize inventory. In order to support optimize inventory strategy all pertinent departments must continue reviewing meeting with the aim to reach a consensus about the products planning for the both side of demand and operation align with overall strategic goals of the company. Contribution: Empirical data demonstrate the best way for effective implication of demand management occurs when marketing can provide demand information in time, as well as supply chain management can react flexibly to demand changes in time. Moreover, the lack of integration between marketing and supply chain management is a major barrier in optimizing inventory.