DIGITAL MARKETING
MANAGEMENT
Department of Commerce
University of Karachi
Year-2024
DIGITAL MARKETING
MANAGEMENT
University of Karachi
Submitted to: Madam Rukhshinda
Submitted By: Name Seat No
Dua Ali B-23155006013
Muhammad Huzaifa B-23155006042
Maham Aslam B-23155006033
Muhammad Mohsin Mirza B-23155006043
Memona Masood B-23155006039
In partial fulfillment of the requirement for the degree of BS Commerce.
Department of Commerce
Faculty of Business Management & Administrative Sciences
University of Karachi
Karachi Pakistan
October 11, 2024
Acknowledgement
First of all, thanks to almighty Allah (SWT) for enabling us to achieve this task.
Secondly, we would like to express our h e a r t f u l gratitude to the following individuals and
organizations who played a crucial role in the completion of this report.
Thirdly, we would like to thanks our subject teacher Madam Rukhshinda, for their constant support,
valuable guidance and encouragement throughout the process.
Fourtly, we are thankful to the Commerce Department, University of Karachi for granting us the
opportunity to pursue our academic dreams.
Finally, we would like to thanks our parents who help us a lot in finalizing this project with their valuable
suggestion and guidance.
Sincerely the group members,
Abstract
This report indicates that how supply chain management is a critical discipline that focuses on the
efficient planning, procurement, production, distribution and coordination of goods and services across a
network of suppliers, manufacturers, distributors, and customers across the globe. SCM is a generic term
of the coordination of order generation, order taking, order fulfillment and distribution of products, services
and/or information. Key points are highlighted that how to save cost, increase customer
satisfaction, minimize lead times. Supply chain management ultimately contributing to a company’s
competitiveness and success a global marketplace. It represents that how (SCM) innovate and out-
perform competitors’ supply chains. To deliver goods more economically, faster, more flexible, safer,
more precisely, more sustainably, more transparently, more customer-driven etc. etc. than anybody else.
Design products and services in a way that allows for continuous monitoring and servicing, including on-
selling and up-selling, digital upgrading and the returning of parts and products for repurposing. In the
digital and experience economy the supply chain is intrinsic part of the offer. Today, not only companies
and products compete but supply chains. The supply chain has edge!
Table of Contents
S.no Description Page
1 Acknowledgement I
2 Abstract II
3 Table of Contents III
4 List of Figures IV
5 Chapter1: Introduction of Digital Marketing Management 1
6 Chapter2: Types of Digital Marketing 2
7 2.1. Email marketing
8 2.2. Video Advertising
9 2.3. Content Marketing
10 Chapter3: Working of Supply Chain Management 3
11 3.1. Planning
12 3.2. Sourcing
13 3.3. Procurement
14 3.4. Production
15 3.5. Logistics
16 3.6. Inventory Management
17 3.7. Information System
18 3.8. Collaboration
19 Chapter4: 5 stages for building supply chain management 4
20 4.1. Operational Strategy
21 4.2. Sourcing
22 4.3. Making
23 4.4. Delivery
24 4.5. Return
25 Chapter5: 6-Sigma Rules 5
26 5.1. 6-Sigma Working Detail 6
27 Chapter6: Merits and Demerits
28 6.1. Merits 7
29 6.2. Demerits 8
30 Chapter7: Objectives of Supply Chain Management 9
31 Chapter8: Challenges and Future Trends 10
32 Conclusion 11
33 Recommendation 12
34 Appendix A 13-14
35 Appendix B and C 15
36 References 16
37 Glossary 17
List of Figures
S.no Description Page
1 Figure 1.1 1
2 Figure 1.2 2
3 Figure 1.3 3
4 Figure 1.4 5
5 Figure 1.5 15
Introduction
Fig 1.1
“It is the management of the flow of goods and services and includes all processes that transform raw
materials into final product”.
❖ In commerce, supply chain management (SCM) deals with a system of procurement (purchasing
raw materials/components), operations management (ensuring the production of high-quality
products at high speed with good flexibility and low production cost), logistics and marketing
channels, through which raw materials can be developed into finished products and delivered to their
end customers .A more narrow definition of supply chain management is the "design, planning,
execution, control, and monitoring of supply chain activities with the objective of creating net value,
building a competitive infrastructure, leveraging worldwide logistics, synchronizing supply with
demand and measuring performance globally". This can include the movement and storage of raw
materials, work-in-process inventory, finished goods, and end to end order fulfilment from the point
of origin to the point of consumption. More over a good supply chain management keeps a company
away from lawsuits.
Page 1
The Flows of Supply Chain Management
Fig 1.2
The overall workflow depends upon 3 different categories: product, information, and finance.
❖ Material Flow : This refers to the physical movement of goods and materials from
suppliers to manufacturers, then to distributors, and finally to customers. It involves
activities such as procurement, production, transportation, and delivery.
❖Information Flow : This involves the exchange of data and information throughout the
supply chain. It includes sharing demand forecasts, inventory levels, production schedules,
order status, and other relevant information to ensure coordination and timely decision-
making.
❖ Financial Flow : This relates to the movement of money and financial transactions
within the supply chain. It includes activities such as payment for goods and services,
invoicing, and financial settlements between suppliers, manufacturers, distributors, and
customers.
These three flows work together to ensure the smooth operation and coordination of the
entire supply chain, enabling efficient and effective delivery of products or services to
customers.
Page 2
Working Of Supply Chain Management
3.1. Planning : Forecasting demand, setting inventory levels, and developing strategies to meet customer
requirements.
2. Sourcing : Selecting suppliers, negotiating contracts, and managing relationships to ensure the availability
of necessary resources.
3. Procurement : Ordering and acquiring materials or services from suppliers, managing contracts, and
ensuring timely delivery.
4. Production : Managing the manufacturing or assembly process, optimizing production schedules, and
maintaining quality control.
5. Logistics : Managing transportation, warehousing, and distribution activities to ensure products reach
customers efficiently and on time.
6. Inventory Management : Monitoring and controlling inventory levels to minimize costs while meeting
customer demands.
7. Information Systems : Utilizing technology and data to track and manage supply chain activities,
improve visibility, and enable effective decision-making.
8. Collaboration : Establishing effective communication and collaboration among all stakeholders,
including suppliers, manufacturers, distributors, and customers.
By effectively managing these aspects, supply chain management aims to enhance operational efficiency,
reduce costs, improve cost per unit.
Page 3
Stages for Building A Supply Chain Management
Fig 1.3
First Stage
Operational Strategy
This stage involves strategizing and designing the overall supply chain framework. It includes
identifying customer demands, setting inventory levels, and establishing communication channels.
Second Stage
Sourcing
In this stage, you select and establish relationship with suppliers. It includes evaluating potentials
suppliers, negotiating contracts, and ensuring the availability of necessary resources
Third Stage
Making
This stage focuses on the manufacturing or production process. It includes activities such as scheduling
production, managing inventory, and optimizing the production line for efficiency.
Fourth Stage
Delivery
The deliver stage involves managing the transportation and logistics of products. It includes
coordinating shipments, selecting carriers, tracking deliveries, and ensuring timely and accurate
distribution.
Fifth Stage
Return
This stage deals with handling product returns and managing reverse logistics. It involves processing returns,
assessing product quality, managing repairs or replacements, and minimizing waste.
These stages work together to create an effective and efficient supply chain management system.
Page 4
6- Sigma
Six Sigma is a tool which is used to reduce time, defects, variability in
organization its task is to remove error.
Fig 1.4
❖ It improves quality of a product, increases customer loyalty and improves employes moral
D M A I C
DEFINE MEASURE ANALYSE IMPROVE CONTROL
These are the key feature behind working of this rule.
Lean Six Sigma can help supply-chain managers make sure that their processes are not only defect-free but
also focused on the customer. It actually processes their target audience and their needs. it enhances product
quality, reduces customer complaints, and ultimately foster stronger relationships with customers
Page5
6-Sigma Working Detail
1. Define: In this initial phase, the project goals and objectives are clearly defined, along with the problem or
opportunity that needs to be addressed. The scope of the project is determined, and key stakeholders are identified.
2. Measure: In this phase, data is collected to establish a baseline and measure the current performance of the
process or system. Key metrics and performance indicators are identified, and data is analysed to understand the
current state.
3. Analyse: This phase involves analysing the collected data to identify the root causes of the issues or variations
in the process. Various tools and techniques, such as process mapping, cause-and-effect diagrams, and statistical
analysis, are used to identify the factors contributing to the problem.
4. Improve: In this phase, potential solutions are developed and implemented to address the identified root causes.
These solutions are based on data-driven analysis and may involve process redesign, optimization, or other
improvement strategies. The goal is to implement changes that will lead to measurable improvements in
performance.
5. Control: Once the improvements have been implemented, the Control phase focuses on sustaining the gains
achieved. Monitoring systems and control mechanisms are put in place to ensure that the process remains stable and
continues to meet the desired performance levels. Ongoing measurement and analysis help identify any deviations or
issues that may arise, allowing for timely corrective actions.
The DMAIC methodology provides a structured approach to problem-solving and continuous improvement, helping
organizations achieve measurable results and drive positive change.
Page 6
Merits & Demerits
Merits:
1. Improved Efficiency: By streamlining processes, optimizing inventory levels, and reducing lead
times, supply chain management helps improve overall operational efficiency.
2. Cost Reduction: Effective supply chain management can lead to cost savings through better
inventory management, reduced transportation costs, and improved supplier relationships.
3. Enhanced Customer Service: By ensuring timely delivery, managing product quality, and
responding to customer demands effectively, supply chain management helps enhance customer
satisfaction.
4. Increased Collaboration: Supply chain management promotes collaboration among various
stakeholders, such as suppliers, manufacturers, and distributors, leading to better coordination and
communication.
5. Risk Mitigation: Supply chain management allows for better risk identification and mitigation
strategies, such as alternative sourcing options and contingency plans, to minimize disruptions.
6. Improved Forecasting and Planning: By utilizing data and analytics, supply chain management
enables accurate demand forecasting and efficient production planning.
7. Competitive Advantage: A well-managed supply chain can provide a competitive edge by
enabling faster time-to-market, flexibility in meeting customer demands, and overall operational
excellence.
These advantages highlight the importance of effective supply chain management in driving business
success.
Page 7
Demerits:
1. Increased Complexity: Managing a complex supply chain involves coordinating multiple stakeholders,
processes, and systems, which can be challenging and time-consuming.
2. Higher Costs: Implementing and maintaining an efficient supply chain management system may require
investments in technology, infrastructure, and skilled personnel.
3. Dependency on External Factors: Supply chains can be vulnerable to external factors like natural
disasters, political instability, or global economic fluctuations, which can disrupt operations and lead to supply chain
disruptions.
4. Information Sharing Risks: Sharing sensitive information within the supply chain may pose security and
confidentiality risks if proper data protection measures are not in place.
5. Lack of Control: When relying on multiple suppliers and partners, there may be limited control over their
actions, quality standards, or delivery timelines, which can impact overall supply chain performance.
6. Potential for Bottlenecks: Inefficiencies or delays at any point within the supply chain can create
bottlenecks, leading to delays in product availability or increased lead times.
7. Environmental Impact: Supply chains can have a significant environmental footprint due to transportation,
packaging, and waste generation, requiring sustainable practices to mitigate negative impacts.
While these disadvantages exist, effective supply chain management strategies and continuous improvement efforts
can help mitigate these challenges and maximize the benefits.
Page 8
Objectives of Supply Chain Management
Few of the objectives are:
1) To manage the complexities of supply chain.
2) To meet the challenges of globalization and longer supply chain connections.
3) Meet the requirements of E-Commerce businesses as well.
4) To manage inventories needed across the supply chain.
5) Flows of information and funds.
6) monitor financial success.
Page 9
Challenges And Future Trend
1.Globalization: Managing supply chains across multiple countries and regions introduces complexities such as
varying regulations, cultural differences, and logistical challenges.
2.Demand volatility: Meeting fluctuating customer demands and managing demand forecasting can challenging,
especially in industries with seasonality or rapidly changing market conditions.
3.Supply chain visibility: Gaining real-time visibility into the entire supply chain, including suppliers,
manufacturers, distributors, and customers, can be difficult but crucial for effective decision-making and risk
management.
4. Inventory management: Balancing inventory levels to meet customer demands while minimizing holding
costs and stockouts is a constant challenge for supply chain managers.
5. Digitalization and automation: Technologies like AI, machine learning, and robotics will continue to
transform supply chain processes, enabling greater efficiency, accuracy, and agility.
6. Data analytics and predictive insights: Advanced analytics and predictive modeling will help supply
chain professionals make more informed decisions, optimize operations, and proactively address potential
disruptions.
7. Collaboration and partnerships: Supply chain collaboration will continue to grow, with organizations
forming strategic partnerships and sharing information to improve efficiency, reduce costs, and enhance customer
service.
8. E-commerce and omnichannel fulfillment: With the rise of e-commerce and changing customer
expectations, supply chains will need to adapt to meet the demands of omnichannel fulfillment, including faster
delivery and seamless customer experiences.
Page 10
Conclusion
Supply chain management is a blend of art and science that focuses on how your business
acquires the raw material to build a product or service, manufacture that product or services and
delivers it to customer. Other objective of (SCM) include improving efficiency and quality,
minimizing costs, optimizing delivery and distributions also providing the best possible
experience to your customer. Think tank of all organizations keep themselves up to date and try to
modify the system according to the situation presented. Supply chain management indeed is a
backbone of any business.
Page 11
Recommendation
Supply chain management is already now a well based operational strategy with solid impact
however few recommendations according to our understanding and research are:
❖ Take advantage of technology completely for utilizing the correct demand forecasting.
❖ Reduce dependency on a single supplier or region to minimize risks.
❖ Regularly review and adopt your supply chain process to stay agile and competitive in changing
market.
❖ Train and empower your staff to understand and manage the supply chain effectively.
Page 12
Appendix A
Case Study: Optimizing Supply Chain Efficiency
Introduction:
Company XYZ is a global electronics manufacturer facing challenges in their supply chain operations.
They produce a wide range of electronic devices, and their supply chain involves multiple suppliers,
manufacturing facilities, and distribution centers spread across different countries.
Challenges:
Inventory Management: Company XYZ struggled with excess inventory in some regions and
shortages in others, leading to high carrying costs and missed sales
opportunities.
Supplier Reliability: Some suppliers were not meeting quality and delivery standards, causing
disruptions in the manufacturing process.
Transportation Costs: High transportation costs were impacting profitability due to inefficient
routing and carrier selection.
Forecast Accuracy: Inaccurate demand forecasts led to challenges in aligning production with
actual customer demand.
Actions Taken:
Inventory Optimization: Utilizing demand forecasting tools and data analytics, XYZ implemented
a demand-driven approach to optimize inventory levels. They
also established regional distribution hubs to balance inventory
across locations.
Supplier Collaboration: The company initiated regular supplier meetings to enhance
communication, quality control, and performance monitoring. They also
diversified their supplier base to reduce risk.
Transportation Optimization: XYZ implemented a transportation management system (TMS) to
optimize shipping routes, reduce empty backhauls, and negotiate better
freight rates with carriers.
Demand Forecasting: Improved forecasting methods, including machine learning models, were
introduced to enhance accuracy and align production with customer
demand.
Page - 13
Results:
Inventory Reduction: By optimizing inventory levels, Company XYZ reduced carrying costs by
20% while maintaining product availability.
Supplier Performance: Collaborative efforts with suppliers led to a 15% increase in on-time
deliveries and a 10% improvement in product quality.
Transportation Savings: The TMS implementation resulted in a 12% reduction in transportation
costs.
Demand Forecast Accuracy: Forecast accuracy improved by 25%, allowing XYZ to streamline production
schedules and reduce waste.
Conclusion:
Through a holistic approach to supply chain management, Company XYZ successfully addressed their
challenges, leading to improved efficiency, reduced costs, and better customer satisfaction. This case
study demonstrates the importance of data-driven decision-making, supplier collaboration, and
technology adoption in optimizing supply chain operation.
Page - 14
Appendix B
Table Representing Key Performance Indicators (KpIs)
Fig 1.5
Appendix C
Case Study: a real-world example of supply chain management.
Imagine a global fast-food chain like McDonald's. They have a complex supply chain that involves sourcing
ingredients, manufacturing, distribution, and delivery to their restaurants worldwide. Supply chain management helps
McDonald's ensure that their restaurants have a steady supply of fresh ingredients while maintaining quality and
consistency. By optimizing their supply chain, McDonald's can minimize costs, reduce waste, and improve customer
satisfaction by delivering their iconic burgers and fries efficiently. So, supply chain management plays a crucial role
in ensuring that your favorite fast-food meal is served hot and delicious!
Page - 15
References
https://www.oracle.com/vn/scm/what-is-supply-chain-management/#:~:text=What%20is%20SCM%20
https://makersite.io/?utm_term=digital%20supply%20chain&utm_campaign=Regulations%20as%20dri
vers&utm_source=adwords&utm_medium=ppc&hsa_acc=5552826529&hsa_cam=20538147070&hsa_
grp=154048259755&hsa_ad=673370843891&hsa_src=g&hastgt=kwd-
306998452&hsa_kw=digital%20supply
%20chain&hsa_mt=b&hsa_net=adwords&hsa_ver=3&gclid=Cjw
KCAjwg4SpBhAKEiwAdyLwvOpNYjzTASxQwilIhOdkc6tyR7lYnWGVJ3nZqGnECR2UjSOASa8xR
hoCtfAQAv D_BwE
https://taulia.com/resources/blog/the-supply-chain-process-step-by-step/
https://creately.com/usage/supply-chain-management-tools-examples/
https://commercemates.com/advantages-and-disadvantages-of-supply-chain-management/
https://intellipaat.com/blog/objectives-of-supply-chain-management/
https://www.coursehero.com/file/p3jq1c95/Conclusion-Supply-chain-management-can-improve-
financial-performance-lead-to/
Page 16
Glossary
Agile: Able to move quickly & easily.
Allocation: The action & process of allocating or sharing out something.
Appendix: A section or table of subsidiary matter at the end of the book or document.
Complexity: A factor involved in a complicated process or situation.
Completion: The action or process of completing or finishing something.
Disrupt: Interrupt.
Efficiency: The state or quality of being efficient.
Efficiently: In a well organized and competent way.
Moral: Concerned with the principles of right & wrong behavior
Unwavering: Steady or resolute.
Variability: Lack of consistency or fixed pattern.
Visibility: The state of being able to see or be seen.
Page 17
