In the present era of high demand uncertainties and shorter product life cycles, all the FMCG companies are consistently trying to strengthen supply chain over demand uncertainties. Challenges gets more complex with numerous sales channels with different order management and supply dynamics. ‘Fill Rate’ is one of the performance indicator which indicates successful supply planning. Fill rate of any particular channel is percentage of placed orders converted in actual sales. Issues in data synchronization between sales and manufacturing departments, poor demand planning, logistics & network constraints, high volatility and uncertainty of the market causes low fill rates in retail sector
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