Demand shaping refers to the proactive efforts of businesses to influence customer demand patterns to better align with supply chain capabilities. This approach involves using various strategies such as pricing, promotions, product substitutions, and marketing campaigns to modify consumer behavior and manage demand more effectively.
Personalized Offers: Provides personalized promotions and offers, enhancing customer experience.
Challenges of Demand Shaping
Despite its benefits, demand shaping presents several challenges that need to be addressed for successful implementation.
Data Management
Data Accuracy: Ensuring the accuracy and reliability of data used for demand shaping.
Data Integration: Integrating data from various sources to get a comprehensive view of demand patterns.
Predictive Accuracy
Forecasting Accuracy: Achieving accurate demand forecasts can be challenging, especially in dynamic markets.
Changing Trends: Adapting to rapidly changing customer preferences and market trends.
Coordination and Collaboration
Internal Coordination: Ensuring coordination between different departments, such as marketing, sales, and supply chain.
Supply Chain Collaboration: Collaborating effectively with supply chain partners to align demand shaping efforts.
Customer Perception
Perceived Value: Ensuring that demand shaping strategies do not negatively impact customer perception and perceived value.
Over-Promotion: Avoiding over-promotion, which can lead to brand dilution and reduced profitability.
Best Practices for Implementing Demand Shaping
Implementing demand shaping effectively requires careful planning and execution. Here are some best practices to consider:
Leverage Advanced Analytics
Predictive Analytics: Use advanced predictive analytics to forecast demand and evaluate the impact of demand shaping strategies.
Customer Insights: Leverage customer insights to develop targeted promotions and personalized offers.
Develop Flexible Strategies
Agility: Develop flexible demand shaping strategies that can be quickly adjusted based on real-time data and feedback.
Scenario Planning: Use scenario planning to prepare for different market conditions and demand patterns.
Foster Collaboration
Cross-Functional Teams: Create cross-functional teams to ensure coordination and collaboration between marketing, sales, and supply chain departments.
Partner Collaboration: Work closely with supply chain partners to align demand shaping efforts and ensure smooth execution.
Monitor and Adjust
Real-Time Monitoring: Continuously monitor sales and demand in real-time to assess the effectiveness of demand shaping strategies.
Continuous Improvement: Regularly review and adjust strategies based on performance data and market feedback.
Focus on Customer Experience
Customer-Centric Approach: Keep the customer at the center of demand shaping efforts to ensure strategies enhance customer satisfaction.
Value Proposition: Ensure that promotions and pricing strategies align with the brand’s value proposition and do not negatively impact perceived value.
Future Trends in Demand Shaping
The field of demand shaping is evolving, with several trends shaping its future.
Artificial Intelligence and Machine Learning
Advanced Analytics: Leveraging AI and machine learning for more accurate demand forecasting and scenario analysis.
Automated Decision-Making: Using AI to automate decision-making processes in demand shaping strategies.
Big Data and IoT
Real-Time Data: Utilizing big data and IoT devices for real-time data collection and analysis.
Enhanced Insights: Gaining deeper insights into customer behavior and market trends through comprehensive data analysis.
Personalization
Personalized Promotions: Developing personalized promotions and offers based on individual customer preferences and behavior.
Targeted Marketing: Using data-driven insights to create highly targeted marketing campaigns.
Sustainability
Sustainable Practices: Integrating sustainability into demand shaping strategies to meet growing consumer demand for environmentally friendly products.
Eco-Friendly Products: Promoting eco-friendly products and practices as part of demand shaping efforts.
Conclusion
Demand shaping is a vital strategy for modern businesses aiming to optimize their supply chain operations, enhance profitability, and improve customer satisfaction. By understanding the key components, processes, and challenges of demand shaping, businesses can develop effective strategies to influence customer demand and achieve better alignment with supply chain capabilities. Implementing best practices, such as leveraging advanced analytics, fostering collaboration, and focusing on customer experience, can help businesses maximize the benefits of demand shaping while overcoming its challenges.
The supply chain is the set of steps between the sourcing, manufacturing, distribution of a product up to the steps it takes to reach the final customer. It’s the set of step it takes to bring a product from raw material (for physical products) to final customers and how companies manage those processes.
A classic supply chain moves from upstream to downstream, where the raw material is transformed into products, moved through logistics and distribution to final customers. A data supply chain moves in the opposite direction. The raw data is “sourced” from the customer/user. As it moves downstream, it gets processed and refined by proprietary algorithms and stored in data centers.
Distribution represents the set of tactics, deals, and strategies that enable a company to make a product and service easily reachable and reached by its potential customers. It also serves as the bridge between product and marketing to create a controlled journey of how potential customers perceive a product before buying it.
A distribution channel is the set of steps it takes for a product to get in the hands of the key customer or consumer. Distribution channels can be direct or indirect. Distribution can also be physical or digital, depending on the kind of business and industry.
In business, vertical integration means a whole supply chain of the company is controlled and owned by the organization. Thus, making it possible to control each step through customers. in the digital world, vertical integration happens when a company can control the primary access points to acquire data from consumers.
Horizontal integration refers to the process of increasing market shares or expanding by integrating at the same level of the supply chain, and within the same industry. Vertical integration happens when a company takes control of more parts of the supply chain, thus covering more parts of it.
By definition, a horizontal market is a wider market, serving various customer types, needs and bringing to market various product lines. Or a product that indeed can serve various buyers across different verticals. Take the case of Google, as a search engine that can serve various verticals and industries (education, publishing, e-commerce, travel, and much more).
A vertical or vertical market usually refers to a business that services a specific niche or group of people in a market. In short, a vertical market is smaller by definition, and it serves a group of customers/products that can be identified as part of the same group. A search engine like Google is a horizontal player, while a travel engine like Airbnb is a vertical player.
When entering the market, as a startup you can use different approaches. Some of them can be based on the product, distribution, or value. A product approach takes existing alternatives and it offers only the most valuable part of that product. A distribution approach cuts out intermediaries from the market. A value approach offers only the most valuable part of the experience.
Backward chaining, also called backward integration, describes a process where a company expands to fulfill roles previously held by other businesses further up the supply chain. It is a form of vertical integration where a company owns or controls its suppliers, distributors, or retail locations.
A market type is a way a given group of consumers and producers interact, based on the context determined by the readiness of consumers to understand the product, the complexity of the product; how big is the existing market and how much it can potentially expand in the future.
Psychosizing is a form of market analysis where the size of the market is guessed based on the targeted segments’ psychographics. In that respect, according to psychosizing analysis, we have five types of markets: microniches, niches, markets, vertical markets, and horizontal markets. Each will be shaped by the characteristics of the underlying main customer type.
According to the book, Unlocking The Value Chain, Harvard professor Thales Teixeira identified three waves of disruption (unbundling, disintermediation, and decoupling). Decoupling is the third wave (2006-still ongoing) where companies break apart the customer value chain to deliver part of the value, without bearing the costs to sustain the whole value chain.
Disintermediation is the process in which intermediaries are removed from the supply chain, so that the middlemen who get cut out, make the market overall more accessible and transparent to the final customers. Therefore, in theory, the supply chain gets more efficient and, all in all, can produce products that customers want.
Reintermediation consists in the process of introducing again an intermediary that had previously been cut out from the supply chain. Or perhaps by creating a new intermediary that once didn’t exist. Usually, as a market is redefined, old players get cut out, and new players within the supply chain are born as a result.
As startups gain control of new markets. They expand in adjacent areas in disparate and different industries by coupling the new activities to benefits customers. Thus, even though the adjunct activities might see far from the core businessmodel, they are tied to the way customers experience the whole businessmodel.
The bullwhip effect describes the increasing fluctuations in inventory in response to changing consumer demand as one moves up the supply chain. Observing, analyzing, and understanding how the bullwhip effect influences the whole supply chain can unlock important insights into various parts of it.
Dropshipping is a retail business model where the dropshipper externalizes the manufacturing and logistics and focuses only on distribution and customer acquisition. Therefore, the dropshipper collects final customers’ sales orders, sending them over to third-party suppliers, who ship directly to those customers. In this way, through dropshipping, it is possible to run a business without operational costs and logistics management.
Consumer-to-manufacturer (C2M) is a model connecting manufacturers with consumers. The model removes logistics, inventory, sales, distribution, and other intermediaries enabling consumers to buy higher quality products at lower prices. C2M is useful in any scenario where the manufacturer can react to proven, consolidated, consumer-driven niche demand.
Transloading is the process of moving freight from one form of transportation to another as a shipment moves down the supply chain. Transloading facilities are staged areas where freight is swapped from one mode of transportation to another. This may be indoors or outdoors, depending on the transportation modes involved. Deconsolidation and reconsolidation are two key concepts in transloading, where larger freight units are broken down into smaller pieces and vice versa. These processes attract fees that a company pays to maintain the smooth operation of its supply chain and avoid per diem fees.
Break bulk is a form of shipping where cargo is bundled into bales, boxes, drums, or crates that must be loaded individually. Common break bulk items include wool, steel, cement, construction equipment, vehicles, and any other item that is oversized. While container shipping became more popular in the 1960s, break bulk shipping remains and offers several benefits. It tends to be more affordable since bulky items do not need to be disassembled. What’s more, break bulk carriers can call in at more ports than container ships.
Cross-docking is a procedure where goods are transferred from inbound to outbound transport without a company handling or storing those goods. Cross-docking methods include continuous, consolidation, and de-consolidation. There are also two types of cross-docking according to whether the customer is known or unknown before goods are distributed. Cross-docking has obvious benefits for virtually any industry, but it is especially useful in food and beverage, retail and eCommerce, and chemicals.
The Toyota Production System (TPS) is an early form of lean manufacturing created by auto-manufacturer Toyota. Created by the Toyota Motor Corporation in the 1940s and 50s, the Toyota Production System seeks to manufacture vehicles ordered by customers most quickly and efficiently possible.
Six Sigma is a data-driven approach and methodology for eliminating errors or defects in a product, service, or process. Six Sigma was developed by Motorola as a management approach based on quality fundamentals in the early 1980s. A decade later, it was popularized by General Electric who estimated that the methodology saved them $12 billion in the first five years of operation.
Scientific Management Theory was created by Frederick Winslow Taylor in 1911 as a means of encouraging industrial companies to switch to mass production. With a background in mechanical engineering, he applied engineering principles to workplace productivity on the factory floor. Scientific Management Theory seeks to find the most efficient way of performing a job in the workplace.
Poka-yoke is a Japanese quality control technique developed by former Toyota engineer Shigeo Shingo. Translated as “mistake-proofing”, poka-yoke aims to prevent defects in the manufacturing process that are the result of human error. Poka-yoke is a lean manufacturing technique that ensures that the right conditions exist before a step in the process is executed. This makes it a preventative form of quality control since errors are detected and then rectified before they occur.
A Gemba Walk is a fundamental component of lean management. It describes the personal observation of work to learn more about it. Gemba is a Japanese word that loosely translates as “the real place”, or in business, “the place where value is created”. The Gemba Walk as a concept was created by Taiichi Ohno, the father of the Toyota Production System of lean manufacturing. Ohno wanted to encourage management executives to leave their offices and see where the real work happened. This, he hoped, would build relationships between employees with vastly different skillsets and build trust.
Jidoka was first used in 1896 by Sakichi Toyoda, who invented a textile loom that would stop automatically when it encountered a defective thread. Jidoka is a Japanese term used in lean manufacturing. The term describes a scenario where machines cease operating without human intervention when a problem or defect is discovered.
The andon system alerts managerial, maintenance, or other staff of a production process problem. The alert itself can be activated manually with a button or pull cord, but it can also be activated automatically by production equipment. Most Andon boards utilize three colored lights similar to a traffic signal: green (no errors), yellow or amber (problem identified, or quality check needed), and red (production stopped due to unidentified issue).
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
Discover more from FourWeekMBA
Subscribe now to keep reading and get access to the full archive.
