SUPPLY CHAIN MANAGEMENT
Perhaps the brand most closely associated with the festive season , Coca-Cola Enterprises tells us how to cope with the increased demand of its products during this time
CHRISTMAS IS A wonderful time of the year . For us at Coca-Cola Enterprises ( CCE ), the festive period is both exciting and challenging .
Soft drinks are a hugely important category for our retailers year round , but especially so at Christmas . To ensure we ’ re delivering supply chain excellence and meeting our customers ’ and shoppers ’ needs during this critical trading period , we build and execute a complex and integrated plan . Our supply chain must remain customer-centric , agile and prepared for any unforeseen fluctuations in demand .
While demand increases across our service region in Western Europe in the run up to Christmas , we also offer a wider range of merchandising options to our retailers , which can add further complexity to our already extensive supply chain – we have 17 sites across Europe and deliver 600 million cases per annum .
The festive period hits stores earlier each year , which means while working with our customers , we need to be one step ahead . Christmas has been months in the planning at CCE and we look at all the eventualities , including bad weather and increased road traffic , to ensure we deliver the best service for our customers .
While Christmas Day falls on the same date every year , the day of the week on which it falls changes , which affects the flow of sales . This year , for instance , Christmas is on a Thursday , which means most people will continue to celebrate and consume over the weekend . If the big day falls on a Monday however , people will return to their usual consumption patterns sooner .
Our supply chain needs to react to these nuances accordingly . Collaborating and sharing aligned
16 December 2014