Hybrid Supply Chain Strategy for Jewelry

The assignment investigates the implementation of a hybrid supply chain strategy within the Asian Gold Jewellery industry. It analyzes the benefits of combining push and pull strategies to enhance supply chain management and achieve desired results. The study emphasizes the importance of research tools and techniques in framing effective outcomes, while also addressing ethical considerations such as confidentiality and data security.

The Evaluation of Pull + Push strategy (Its the hybrid) of supply
chain management within Asian Gold Jewellery Industry

Table of Contents
INTRODUCTION................................................................................................................................3
SIGNIFICANCE OF RESEARCH .....................................................................................................3
RESEARCH LITERATURE REVIEW AND BACKGROUND.........................................................3
RESEARCH AIMS AND OBJECTIVES............................................................................................4
RESEARCH METHODOLOGY.........................................................................................................4
GANTT CHART..................................................................................................................................6
CONCLUSION....................................................................................................................................6
DISSERATATION STRUCTURE ......................................................................................................7
REFERENCES.....................................................................................................................................9

Title "The evaluation of Pull+push strategy (*its the hybrid*) of supply chain management with in
Asian Gold jewellery industry"
INTRODUCTION
Hybrid strategy combines both push abd pull strategy and thus produces innovative products
that would enhances market share of firm. Push strategy assesses that it helps firm to involve
different products directly to the customers and ensures that individual is aware of the brand
available in market. While, pull strategy involves individal and encourages them to seek out the
brand effectively within market (Min and Kim, 2012). It can be stated that over the last few years,
businesses operating in Asian Gold Jewellery industry has started making use of push and pull
strategy of supply chain to a great extent. Furthermore the strategy is mainly used with an objective
to maintain appropriate demand of products and services in the marketplace. The present research
report will lay emphasis on what kind of impact does push and pull strategy will have on businesses
operating in the Asian Gold Jewellery industry.
It can be considered that hybrid strategy aims to undertake effective business practices in
relation to supply chain management so that appropriate outcomes can be carried out in relation to
supply chain management within Asian Gold Jewelery market. Hence, it is essential for firm to
introduce its effectiveness in terms of impropving business performance and thus carry out effective
actions in relation to undertake both push and pull strategy and thus overcome the effectiveness so
that success can be carried out. Supply chain management is considered as an crucial aspect and
thus proposes business to undertake effective practices and thus comply with proper pull + push
strategy in regard to identify the demand of product in market.
SIGNIFICANCE OF RESEARCH
Here, the main significance of the study is to identify the push and pull strategy of supply
chain management within Asian Gold Jewelery. Thus, it is significant for te research to invetigate
the different strategic approaches which are useful and thus undertake hybrid strategy in regard to
assess the impact of the same upon Asian Gold Jewellery industry. The present study possess
effective significance in regard to improve the business performance in Asian Gold market. Thus, it
can be evaluated that there are appropriate outcomes that aims to identify the business results and
thus affect the future of the industry. Thus, adopting effective hybrid strategy aims to implement
appropriate outcomes so that best results can be attained. Such strategy is considered as an effective
tactic and thus it aims to improve financial performance in market. Therefore, implementing
appropriate financial transactions would result firm to enhance its business operations in Asian
market. Push strategy is a promotional strategy that involves taking the product directly to the
customer through several means and in this situation, customer is aware about the brand of the
product at the time of purchasing. Here in this strategy, trade show promotions are developed for the

purpose of encourage retailer demand. At the same time, this is also regarded as a direct selling
technique in which showrooms or business entities changes the mind set of customers and as a
result it leads to purchase of product and service. The present research study has been emphasizing
on the concept of push and pull strategy and in this regard, focus has been laid on supply chain
management.
The concept of supply chain management has been highlighted in the study because it plays
crucial part in operation management. Further, researcher has also used the concept of push and pull
strategy within jewellery industry. In the present study, specific industry has been selected because
the industry demonstrates the best example of push strategy in influencing the customers. This not
only leads to product purchase; but also it changes the mind set of customers and as a result they
also recommend the services to other groups. Hence, such concept is considered as crucial in
relation to supply chain aspect and thus improve business performance in Asian Gold Jewellery
market.
RESEARCH LITERATURE REVIEW AND BACKGROUND
Understanding the concept of hybrid strategy
Push strategy determined as the promotiobnal strategy which helps the organization to creat
demad for the customers towards the product and services. In this context, when discount are
provided to retaliers then it is helpful to make to provide the commodities at lower cost. Similarly,
when the m aterial that are used for developing the product is low, then it becomes easy for
providing the goods at lowed price. Further, there benefits that firm gets when the services that are
provided by the firm directly reach to customers. It enables the firm to achieve their goals and
objectives effectively and efficiently. As per the pull strategy, organization will focus on making use
of advertisements that help the firm to develop strong cutomers base. There are situations in which
organization fail to achieve their desired goals. This type of situations occurs as they fail in
understanding the needs and requirement of customers. However, when services and products are
developed as per the requirements, then it becomes easy to attract customers and to satisy them
effectively and efficiently. In addition to this, it includes combination strateguy in which they can
make the organization achieve their desired goals and objectives. Green, Camilli and Elmore
(2012), stated that supply chain management is considered as the materials, information and finance
that play significant role in regard to carry out the process from supplier to manufacturer to
wholesaler to retailer to end user. However, it helps in involving coordination and integration
among the systems and thus carry out flow within firms. There are different types of strategies such
as customization, push, pull and push+pull etc. Push supply chain strategy evaluates that it is the
one where projected demand determines what enters the process. While pull strategy is related to
just in time and thsu minimizes the stock. Therefore, involving both psuh+pull strategy aims to

improve the business process and thus develop hybrid strategy which results into operating within
effective market and enhancing Asian Gold Jewellery industry.
Understanding link between push + pull strategy and Asian Gold jewellery industry
According to Green, Camilli and Elmore (2012), term 'push strategy' relates to the work a
producer of a product requires to execute to get the offerings to the buyers. It may consider setting
up distribution channels and encouraging middle men and retailers to store the product of Asian
Gold industry. The push technique can work best for lower value items such as fast moving
consumer goods (FMCGs), when customers are standing at the shelf ready to drop an item into their
baskets and are ready to make their decision on the spot. This term now generally comprehend most
direct promotional techniques such as promotive retailers to stock your product, scheming point of
sale materials or even merchandising face to face. New enterprise often follow a push strategy for
their offerings so as to bring forth exposure and a retail channel. As the brand of Asian of Gold
industry has been established, this can be incorporated with a pull strategy. On the other hand, Tsou,
2013). states that pull strategy' refers to the consumer effectively identifying out the product of
brand and wholesaler placing orders for stock as a result of direct user demand. A pull strategy
needs a extremely visual brand which can be formulated through mass media advertising or related
tactics. If buyers want a commodity, the retailers will stock it - supply and demand in its purest
form, and this is the basis of a pull strategy. Develop the demand, and the supply channels will
almost look after themselves (Arlbjørn and Paulraj, 2013).
The effective ways through which Asian Gold jewellery industry can enhance its supply chain
practices
As per the view of Tsou (2013), hybrid strategy is the tatic that helps in combining the best
elements in regard to improve the supply chain management within business. It involves both push
and pull strategy that aids in improving the supply chain process and thus success can be attained.
Thus, implementing such strategy assists business to produce innovative products and carry out best
results in market (Tsou, 2013). With the help of such strategy it assists in improving the business
environment and thus creating flexible environment within firm in regard to develop new products
and carry out effective supply chain management practies. However, Arlbjørn and Paulraj (2013),
argued that managing supply chain requires to carry out harder than managing the outsourced
goods. Therefore, it is essential for the supply chain managers to smoothly carry out the task and
thus develop effective product or service. Howevr, hybrid strategy consists of mixture of both push
and pull strategy and thus combines the tactic within supply chain management in regard to carry
out the resources in an effective way and thus improve business performance. It combines different
resources and thus encompasses all the tactics in regard to improve the supply chain management
within gold jewellery industry (Arlbjørn and Paulraj, 2013). Here, it can be assessed that pull+push

strategy involves hybrid strategy and thus Gold Industry aims to enter into Asian market i.e. India as
demand of gold is very much high which results into enhancing the business performance in market.
Therefore, it is essential for Asian Gold Industry to undertake effective hybrid strategy and thus
undertakes effective action so taht supply chain management could be improved which results into
enhancing business performance and market share.
RESERARCH QUESTIONS
 What is the concept of hybrid strategy?
 What is the link between push + pull strategy and Asian Gold jewellery industry?
 What are the effective ways through which Asian Gold jewellery industry can enhance its
supply chain practices?
RESEARCH AIMS AND OBJECTIVES
Aim
In order to have better accomplishment of every research, it is significant for researcher to
have appropriate application of aim. By having effective framing of aim the key aspects of the
selected subject can be explored in desired manner for sustainable development. To analyse the
impact of Pull+push strategy (*its the hybrid*) of supply chain management with in Asian Gold
jewellery industry". In addition to this, it can be said that determination of hybrid startegy is also
one of critical aspect which need to be taken into account. These will help to analyse the link
between push + pull strategy and Asian Gold jewellery industry. Along with this, the objectives
framing is also significant because it assist in meeting the key aim of the study. Key purpose behind
the development of objectives is to draw the picture of research project. Objectives designing is to
understand the immediate impact on the overall outcome. It has been noticed that objectives are
framed to concentrate on diverse factors that are associated with the study.
Objective
 To determine the concept of hybrid strategy.
 To examine the contribution of push + pull strategy in Asian Gold jewellery industry.
 To identify the link between push + pull strategy and Asian Gold jewellery industry.
 To recommend effective ways through which Asian Gold jewellery industry can enhance its
supply chain practices.
RESEARCH METHODOLOGY
It is another important section of the research which relates with the usage of different tools
and techniques to execute the existing study. The contrasting met hods used for performing the
study along with their justification will be rendered. It disclose all facts and figures affiliated with
the research report and determine the impressive theoretical account to perform the investigation in
best possible manner. The research methodology section is supported with research questionnaire,

interview, survey and other research techniques and so on. Research methodology is considered as
the approach that carries out different tools and techniques in order to find or analuse the data so
that best results can be attained (Panneerselvam, 2014). Following are the different research
instruments to carry out the study such as-
 Research design- There are various type of reseach design methods such as descriptive,
experimental and exploratory. Hence, in order to carry out current study, exploratory
research design will be implemented as it is more appropriate and assists in carrying out
valid and reliable results. Also, it will result in focusing upon various measures so that new
areas could be identified thriough resarch findings (Hair, 2015).
 Reserach approach- It helps in carrying out the stidy by adopting effective ways so that
best results can be attained. Here, both qualitative and quantitiatve data will be adopted for
carrying out the study (Pickard, 2012). Thus, through such way proper analysis of the
research topic could be done.
 Data collection- It involves two different types of data collection methods such as primary
and secondary that helps in collecting valid and reliable information. In this primary data
will be collected through preparing questionnaire and thus collecting responses from
different individuals (Green, Camilli and Elmore, 2012). It helps in identifying their reviews
and opinions and carry out the study. On the other hand, secondary data collection method
will be undertaken through different sources such as internet, books, articles and journals.
However, both these methods will help to carry out reliable result within study.
 Sampling- It is stated as the part of the universe which helps in providing crucial
information regarding the stated topic. Here, 50 customers will be selected in regard to
identify their reviews regarding the selecting topic. However, sampling will be done
anonymously and questionnaire will be distributed on random basis so that best responses
could be attained. Also, the questionnaire will be uploaded online or send directly to the e-
mail of consumers (Kothari, 2011). Through such way it will help scholar to elimiate
biasness and attain specific information. Also, it is essential to assess a reliable sample size
which aims to collect varied information that will be useful for carrying out research aim.
 Data analysis- It is another crucial aspect and thus analyses the data using different
qualitative and quantitative methods to obtain reliable results. Through carrying out
qualitative data through preparing themes and thus give detailed explanation related to
research objectives. Thematic analysis is considered as more suitable which will help
researcher to obtain crucial information related to research title (Mackey and Gass, 2013).
Further, while carrying out quantitative data SPSS tool will be used by scholar to carry out
mathematical analysis.

 Access to respondents- In this part, scholar will aim to effectively obtain the crucial
information from respondents that is useful for attaining best results. Thus, it helps in
gaining access to respondents directly and thus review their opinions so that approaches
information could be attained. It is possible that at certain time researcher will be unable to
access to reliable respondents and thus affect the analysis (Hair, 2015).
 Ethical issues- At the time of performing the investigation researcher will be facing
different ethical issues and thus affect the research objectives. Confidentiality is the main
ethcial issue that assesses that researcher is required to keep the information dafe and secure
and does not disclose to any other person (Panneerselvam, 2014). While, another issue faced
by resercher will be of proper citation of work. Here, it assesses that scholar to carry out
proper citation from where the work is obtained and does not copy and paste the sources.
Thus, through considering such ethical issues it will help scholar to demontrate proper
investigation and perform the research in an effective way.
 Research limitations- It involves various limitations while carrying out the research. Main
issues faced by researcher will be related to time and obtaining sample size. Thus, lack of
time issue assesses taht scholar obtains less time for completing the research and thus cover
the whole subject matter. While, another limitation that will be faced by scholar is in relation
to selecting size of sample (Pickard, 2012). It is essential for researcher to identify
appropriate research population for obtaining responses and thus it is significant for them to
attain best information otherwise it would affect the results of the study.
PROJECT PLAN/GANTT CHART
Activity/Week 1 2 3 4 5 6 7 8 9 10 11 12
Writing of proposal
Reading/understanding literature
Finalizing the aims and objectives
Drafting the review of literature
Collecting secondary data
Analyzing the secondary data
Developing research approach
Draft of research methodology
Formulation of questionnaire
Arrangement of interviews
Conducting interview
Gathering the information
Draft findings
Evaluating the data
Finalizing other chapters
Draft findings chapter

Submitting to tutor and awaiting feedback
Revision of final draft
Printing and binding
Submit
CONCLUSION
It can be concluded from the study that hybrid strategy is useful and thus it helps in
implementing the same within Asian Gold Jewellery so that supply chain management could be
improved in regard to attain desired results. Therefore, it is essential to assess the results and
carrying out desired results in regard to enhance supply chain management as well as evaluating
push+pull strategy within the jewellery industry so that desired results can be attained. It can be
assessed that study identifies the the use of hybrid strategy in respect of using both push and pull
and thus improving supply chain management so that best results can be attained. It has been
noticed that by having improved focus on research tools and techniques the overall outcome can be
framed in effective manner. Confidentiality is the main ethcial issue that assesses that researcher is
required to keep the information dafe and secure and does not disclose to any other person.
Moreover, validity and reliability of the gathered information need to be well maintained for
sustainabel development. From t he report,it can be conluded that by adopting effective hybrid
strategy objective to employ proper outcomes so that effective results can be acquired. This
strategy is considered as an effective tactic and thus it aims to enhance financial performance in
market.

REFERENCES
Books and journals
Arlbjørn, J. S. and Paulraj, A., 2013. Special topic forum on innovation in business networks from a
supply chain perspective: current status and opportunities for future research. Journal of
Supply Chain Management. 49(4). pp.3-11.
Green, J. L., Camilli, G. and Elmore, P. B., 2012. Handbook of complementary methods in
education research. Routledge.
Hair, J.F., 2015. Essentials of business research methods. ME Sharpe.
Kothari, C. R., 2011. Research methodology: methods and techniques. New Age International.
Mackey, A. and Gass, S. M., 2013. Second language research: Methodology and design. Routledge.
Min, H. and Kim, I., 2012. Green supply chain research: past, present, and future. Logistics
Research. 4(1-2). pp.39-47.
Panneerselvam, R., 2014. Research methodology. PHI Learning Pvt. Ltd..
Pickard, A., 2012. Research methods in information. Facet publishing.
Tsou, C. M., 2013. On the strategy of supply chain collaboration based on dynamic inventory target
level management: A theory of constraint perspective. Applied Mathematical Modelling.
37(7). pp.5204-5214.