A national pharmacy retailer’s chief operations officer is investigating why online orders are late and why refunds for returns are taking weeks. The team maps inbound receiving, picking, outbound delivery, returns handling, marketing coordination, and customer service as connected activities. Purchasing and supply, information systems, and human resources are mapped as support activities because they set supplier terms, system rules, and staffing capability that affect how the primary activities perform. The team must identify two bottlenecks and propose changes within the next 4-week cycle, using a single dashboard that links stock availability, pick accuracy, delivery time, returns turnaround, and service complaints.
Which one of the following best describes the framework being used?

Question

A national pharmacy retailer’s chief operations officer is investigating why online orders are late and why refunds for returns are taking weeks. The team maps inbound receiving, picking, outbound delivery, returns handling, marketing coordination, and customer service as connected activities. Purchasing and supply, information systems, and human resources are mapped as support activities because they set supplier terms, system rules, and staffing capability that affect how the primary activities perform. The team must identify two bottlenecks and propose changes within the next 4-week cycle, using a single dashboard that links stock availability, pick accuracy, delivery time, returns turnaround, and service complaints. 
 Which one of the following best describes the framework being used?

Answer

Supply chain visibility, because the retailer is adding scan points and exception alerts at each transfer point to identify where orders and returns stop moving.

Answer

Distribution channels, because the retailer is selecting which intermediaries and selling routes will place products into customers’ hands, and expand market coverage.

Answer

Value chain, because primary and support activities are analysed together to find where performance breaks down and how changes improve customer value and outcomes.

Answer

Strategic sourcing, because the retailer is segmenting spend by risk and setting a 12-month contracting approach for couriers, packaging, and returns services.

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A national pharmacy retailer’s chief operations officer is investigating why onl...

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