Pages 256-267
Year 2024
Issue 3
Volume 13


Author(s):Mubashshir Bin Mahbub*, Mushfiq Nabil

Doi: 10.7508/aiem.03.2024.268.272

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited


This qualitative research study provides a comprehensive examination of supply chain management (SCM) practices within the fast-moving consumer goods (FMCG) sector. Through in-depth semi-structured interviews with SCM professionals from diverse FMCG companies, we explore the strategies, challenges, and opportunities encountered in SCM. Our findings underscore the strategic importance of SCM practices such as just-in-time inventory management, collaborative planning, efficient distribution, and technology adoption in FMCG supply chains. Despite facing challenges like demand variability, transportation constraints, and supplier reliability issues, FMCG companies are actively seeking opportunities for enhancement. These opportunities include the integration of advanced technologies like AI and IoT, adoption of sustainable practices to minimize environmental impact, strengthening collaboration with partners, and leveraging data analytics for better decision-making. Furthermore, sustainability emerges as a key focus area, with initiatives ranging from sustainable sourcing to carbon emission reduction gaining prominence. The implications of our research highlight the need for FMCG companies to invest in innovation and sustainability to remain competitive and meet consumer expectations. By embracing these strategies, FMCG companies can optimize their supply chains, improve efficiency, and achieve long-term sustainability goals. This study contributes valuable insights for industry practitioners and researchers aiming to navigate and improve SCM practices in the FMCG sector, ultimately driving business success and environmental responsibility. Moreover, our study sheds light on the critical role of collaboration and data-driven decision-making in SCM optimization. Collaborative relationships with suppliers and distributors enable FMCG companies to streamline processes, reduce lead times, and enhance overall supply chain resilience. Additionally, leveraging data analytics for demand forecasting, inventory optimization, and risk management empowers FMCG companies to make informed decisions and respond effectively to market dynamics. The findings of this research indicate a shift towards sustainable practices in FMCG SCM driven by consumer preferences and environmental concerns. Sustainable sourcing practices, coupled with initiatives like packaging optimization and reverse logistics, not only contribute to cost reduction but also align with corporate sustainability goals, enhancing brand reputation and customer loyalty. In conclusion, this study highlights the multifaceted nature of SCM in the FMCG sector and emphasizes the importance of strategic planning, innovation, and sustainability. FMCG companies need to adapt to changing market demands, embrace technological advancements, and foster collaboration across the supply chain to remain competitive and resilient. By addressing challenges and capitalizing on opportunities, FMCG companies can create more efficient, responsive, and sustainable supply chains that drive both business success and environmental stewardship.

Supply Chain Management, FMCG, Just-in-Time Inventory, Collaborative Planning, Technology Adoption, Sustainability