Alpha Toiletries Limited

Alpha Toiletries Limited

Introduction

Alpha Toiletries Limited is a subsidiary of Midland based organization. The company is involved in production, development and market of a broad range of the toiletries for instance; aftershaves, shampoos and shower gels etc. Alpha toiletry develops and manufactures products for well-known retailers and super markets. This company is involved in its operations and dealing with high street retailers for approximately good fifteen years. This assignment is based on the case study of Alpha Toiletries and will be focusing on identifying strategic issues which the company is facing.

Discussion

Companies required being innovative and credible in offering products and flexible to compete with situations and to dealt with market changes. Competitive is focus around to be different from others. Strategic Positioning and resource based view approach provides guideline for adopting competitive advantage in operating market. Michael porter argues that successful strategic positioning depends on correct choice between differentiation and cost leadership.

Key Customer's

Major key customer's of Alpha Toiletries included Marks & Spencer and Super Drugs who accounted for providing around 31 percent and 37 percent correspondingly. Other customer's for which the company manufactures its products included Sainsbury, Romela, Safeway, Medicare and Procter and Gamble, which accounts for delivering 8 percent, 2 percent, 2 percent, and 2 percent and 2 percents of turnover respectively.

The Most Important Strategic Issues Facing the Company

The most important strategic issues identified after the analysis of the case study are mostly related to the supply chain of the company. Considering the case of Alpha Toiletries limited, although this organization proposed itself as consistent manufacturer obtaining the targets and achieving the criteria of delivery performance, quality and capable of product development, that are considered as the strengths of any company. However, only the manufacturing strategy is not only the source of providing support to the supply chain to the company and therefore is not enough, but the company's supply chain strategy should be supported and associated by internal supply chain of the company. The issues that are identified in the company has illustrated the deficiency of supplying uncertain lead times, high levels of inventory, poor inventory control, in adequate supply visibility, deficient in integration among the different stages of supply chain and inefficient forecasting(McAdam & McCormack, 2001). The stated issues in the company are eventually termed as weaknesses in the supply chain of the company and put the alarming situation in front of the company being ...