Supply Chain Strategy at TCL Multimedia
(5 pages of text)
The chief executive officer of TCL Multimedia, a global TV manufacturer based in China, looked at the company’s first-half financial results with some concern. The results did not meet his expectations, and the company had lost market shares, both in China and internationally. Although he was confident that the new, recently adopted corporate strategy would enable a better future positioning of the company, he knew that without the appropriate supply chain design, the effectiveness of the new corporate strategy could suffer.
The case is suitable for use in a supply chain management course at either the undergraduate or graduate level. More specifically, the case has the following teaching objectives:
- To differentiate among push, pull and push-pull supply chains.
- To assess the optimal fit between corporate strategy and supply chain strategy.
- To understand the importance of matching supply chain strategy to product characteristics.
China, Large, 2014
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