Effective Customer Management

Godsell (2012) identified seven steps to developing a segmented supply chain. Davis (2010) traces Dell Computer’s “Transformative journey” through the process. Please read both articles carefully, then write an essay explaining:• The situation Dell found themselves in before attempting SC segmentation• The extent to which Dell’s experiences can be explained in terms of Godsell’s seven steps.• Which activity at Dell corresponded to each of Godsell’s steps.• What benefits Dell derives from SC segmentation.Feel free to use, as appropriate, other sources related to SC segmentation and Dell.Assignment Expectations• Write a well-constructed essay. Feel free to use tables and bulleted lists, if appropriate.• The readings do not provide specific answers. You will need to “fill in the gaps,” using your understanding of the material presented in the module, and the background sources.• Style and format must comply with the Writing Style Guide. (TUI Guide, n.d.) This is not an English course; however, errors in spelling, grammar and style will be penalized.• Provide citations and references. Use of APA style is encouraged, but not required. Please see the TUI Writing Guide, or visit the Purdue Online Writing Lab (OWL, 2015).• There is no page requirement. Write what you need to write, neither more nor less.References:Caplice, C. (2006). Supply chain fundamentals and segmentation analysis. Retrieved on 21 Feb 2015 from http://ocw.mit.edu/courses/engineering-systems-division/esd-260j-logistics-systems-fall-2006/lecture-notes/lect2.pdf.*Aneesh, P. (2014). Case study on Amazon.com’s supply chain management practices (Slideshare). Retrieved on 6 June 2018 from http://www.slideshare.net/aneeshp1/case-study-on-amazoncoms-supply-chain-management-practices Childerhouse, P., Aitken, J. and Towill, D.R. (2002). Analysis and design of focused demand chains. Journal of Operations Management, Vol. 20 No. 6, pp. 675-89. Retrieved on 6 June 2018 from the Trident Online Library.Davis, M. (2010). Case study for supply chain leaders; Dell’s transformative journey through supply chain segmentation (Gartner: G00208603). Retrieved on 6 June 2018 from http://www.johngattorna.com/documents/Dell_Case_study_for_supply_chain.pdf Godsell, J. (2012). Thriving in a turbulent world: The power of supply chain segmentation. Retrieved on 6 June 2018 from http://www.som.cranfield.ac.uk/som/p17887/Think-Cranfield/2012/August-2012/The-Power-of-Supply-Chain-Segmentation Godsell, J., Diefenbach, T., Clemmow, C., Towill, D. and Christopher, M. (2011). Enabling supply chain segmentation through demand profiling. International Journal of Physical Distribution and Logistics Management, vol. 41, no. 3, pp296-314.


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