Estimating the Length of a Supply Chain for FMCG Products: A Field Study of Lux and Dove in Mymensingh

Résumé fourni par la source

This report presents the findings of a field study conducted to estimate the length of the retail-level supply chain of two Fast-Moving Consumer Goods (FMCG) — Lux and Dove, both manufactured by Unilever Bangladesh Limited — across four retail outlets in the New Bazar area of Mymensingh. Using a time-based inventory method that combines the elapsed time since manufacturing (A) with the estimated remaining shelf-clearance time (B), the study computed the total channel length for eight product-outlet observations (4 stores × 2 items). The study offers a practical, low-cost method for estimating channel length using field-collected retailer data, providing useful practical insights into FMCG supply chain performance in Bangladesh. Course Name: Supply Chain ManagementCourse Code: MKT-421Department of Marketing, Jatiya Kabi Kazi Nazrul Islam University.

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