A Framework for Customer Collaboration: Case Study in FMCG

Chocolate Co. is a global fast moving consumer goods (FMCG) player. Recent aggressive growth strategy through acquisitions and resulting integration efforts have historically shifted focus from organic growth. Now Chocolate Co. would like to develop an effective collaboration model to engage with its customers. Traditionally the relationships with the customers have been on a transactional basis: receiving and delivering orders. Existing level of relationships has been creating a competitive disadvantage since other competitors have been collaborating with the customers to achieve greater profitability and deeper relationships. This research explores three questions for them: 1. How should customer segmentation be conducted from a supply chain management point of view? 2. What collaboration levels are appropriate for different segments? 3. What are the driving forces and resisting forces of creating customer buy-in for collaboration and how do they interact with each other?