A demand chain design for Chinese oatmeal companies
Abstract: The purpose of this
paper is to provide a demand chain design framework for Chinese small and
medium enterprises in the oatmeal industry, to help them blaze a new trail in
China's oatmeal market.
Design/methodology/approach: The approach using in the demand chain
design is extended Quality Function Development (QFD), which provides a
communication tool so that designers can find a way to integrate customers’
needs into design chain.
Findings: This paper illustrates an investigation of oatmeal consumed in
China, and the result shows 9 factors influencing consumer’s purchasing
decisions mostly. Then use these factors to design the demand chain, and the
most important processes and tasks for the enterprises are come out from the
fist and the second House of Quality (HOQ), which are the main part of the
design. Finally, a demand chain design is completed.
Research limitations/implications: It is an application of a demand chain
design framework in real Chinese oatmeal market, but the data sample is
limited. Consumption surveys should have more data sources with more detailed
consumer groups. And the design model needs more real-life examples to verify
Practical implications: Since oatmeal products industry develops rapidly
in China, oatmeal market is becoming a vast bright market. And due to the low
customer satisfaction of Chinese oatmeal market, it is crucial that companies
can find a way to design their demand chain, so they can completely meet the
needs.
Originality/value: A demand chain design framework is presented with
being specific to Chinese oatmeal market. It shows a real-life example of
demand chain design, and provides the domestic oatmeal companies with an approach
to compete in the market.
Author: Haitao Wen, Lijing
Song
Journal Code: jptindustrigg150033
