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dc.contributor.author
Simeonidis, Efstathios
en
dc.date.accessioned
2015-06-15T12:18:41Z
dc.date.available
2015-09-27T05:57:42Z
dc.date.issued
2015-06-15
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/353
dc.rights
Default License
dc.title
A Comprehensive Framework for Customer Segmentation in Consumer Packaged Goods Supply Chains
en
heal.type
masterThesis
heal.keyword
Consumer satisfaction
en
heal.keyword
Strategic planning
en
heal.keyword
Pricing
en
heal.keyword
Customer relations
en
heal.keyword
Market segmentation--Management
en
heal.keyword
Dissertations, Academic
en
heal.language
en
heal.access
free
el
heal.license
http://creativecommons.org/licenses/by-nc/4.0
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Management
heal.publicationDate
2012-10
heal.bibliographicCitation
Simeonidis Efstathios ,2012, A Comprehensive Framework for Customer Segmentation in Consumer Packaged Goods Supply Chains, Master's Dissertation, International Hellenic University
en
heal.abstract
In the current challenging economic environment, companies are fighting to keep what they have built through the last years after consumer confidence has halted in a highly volatile and insecure business landscape. Most organisations struggle to cut down costs in their supply network and refrain from investing in new capital, as the estimations for return to global economic growth are not optimistic at all. Meanwhile, more and more companies emphasize on the ever-growing importance of customers as servicing a customer is increasingly becoming a competitive advantage for most of them, as more demanding customers, global competition and slow-growth economies and industries push them to search new ways to achieve and retain such an advantage over their competitors. The business sector most challenged by the current recession is the Consumer Packaged Goods industry, as consumers that are becoming more and more price sensitive are at-tracted by low-cost private label items, in an effort to reduce their everyday spending. CPG companies have already achieved significant optimisations in their upstream sup-ply chain, but the always volatile downstream supply chain might exhibit a high cost to serve, so high as to erase any improvement made in previous stages of the supply chain. This study promotes customer segmentation as a solution in establishing an overall profitable downstream supply chain, while at the same time maintaining high levels of service and customer satisfaction. Using action research, combined with a ten-year working experience in a popular food & beverage organisation in Greece, with active involvement in segmentation projects, we will present a comprehensive framework to deploy the customer segmentation approach in all nodes of a CPG supply chain. I would especially like to thank my supervisor Professor Eleftherios Iakovou for provid-ing valuable guidance and encouragement in completing this dissertation.
en
heal.tableOfContents
ABSTRACT .................................................................................................................... V CONTENTS ................................................................................................................ VII 1 INTRODUCTION .................................................................................................... 1 2 MOTIVATION, AIMS AND OBJECTIVES FOR THE STUDY ....................... 3 3 LITERATURE REVIEW ........................................................................................ 7 4 METHODOLOGY ................................................................................................. 13 5 THE SEGMENTATION APPROACH ................................................................ 15 6 THE CPG SUPPLY CHAIN STRUCTURE ....................................................... 21 6.1 SUPERMARKETS ................................................................................................ 22 6.2 DISTRIBUTORS .................................................................................................. 24 6.3 SMALL DROP OUTLETS ..................................................................................... 25 7 IMPLEMENTING A CUSTOMER SEGMENTATION .................................... 27 7.1 THE PREPARATION STAGE ................................................................................ 27 7.2 THE DATA COLLECTION STAGE ........................................................................ 30 7.3 THE MODELLING STAGE ................................................................................... 32 7.4 THE EMBEDDING STAGE ................................................................................... 43 7.5 POST-EMBEDDING / ROLLOUT STAGE ............................................................... 46 8 CUSTOMER SEGMENTATION FRAMEWORK FOR CPG CUSTOMERS49 8.1 CUSTOMER SEGMENTATION FOR SUPERMARKETS ............................................ 49 8.2 CUSTOMER SEGMENTATION FOR DISTRIBUTORS ............................................... 51 8.3 CUSTOMER SEGMENTATION FRAMEWORK FOR SMALL DROP OUTLETS ........... 54 9 CONCLUSIONS ..................................................................................................... 57 BIBLIOGRAPHY ......................................................................................................... 58
en
heal.advisorName
Iakovou, Eleftherios
en
heal.committeeMemberName
Katsaliaki, Korina
en
heal.committeeMemberName
Iakovou, Eleftherios
en
heal.committeeMemberName
Vlachos, Dimitrios
en
heal.academicPublisher
School of Economics, Business Administration and Legal Studies, MSc in Management
en
heal.academicPublisherID
ihu
heal.numberOfPages
67
heal.fullTextAvailability
true


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