240SAM: Supply Chain Analysis and Puma Jacket Management

This report provides a comprehensive analysis of the supply chain management of Puma jackets, examining the various stages from upstream suppliers to the end consumers. It delves into the specifics of Puma's supply chain, highlighting the roles of suppliers, manufacturers, distributors, and retail...Read More

RUNNING HEAD: SUPPLY CHAIN 0
SUPPLY CHAIN

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Table of Contents
Introduction......................................................................................................................................2
Supply chain....................................................................................................................................2
Supply chain of Jackets...................................................................................................................3
Puma supply chain process of jackets..........................................................................................5
Upstream supplier.....................................................................................................................5
Material supplier.......................................................................................................................5
Manufacturer of jackets............................................................................................................5
Warehousing and Transportation.............................................................................................5
Logistic activities and performance objectives................................................................................6
Warehousing and quality performance........................................................................................6
Packaging and quality performance.............................................................................................7
Transportation and quality performance......................................................................................8
Conclusion.....................................................................................................................................10
References......................................................................................................................................11

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Introduction
A supply chain is the network of all the individuals, organizations, resources, activities and
technology involved in the creation and sale of a product, from the delivery of source materials
from the supplier to the manufacturer, through to its eventual delivery to the end user
(Christopher, 2016). In this report, the supply chain concept is discussed by reviewing various
scholar journal articles from credible websites. The supply chain of jackets is also discussed by
taking the example of Puma. In this, the performance objectives of the supply chain and how
logistics support these objectives in the marketplace is analyzed.
Supply chain
According to Francisco and Swanson supply chain management is a significant approach in
every organization, the technology of block chain generates a large fold in the managing the
supply chain (Francisco & Swanson, 2018). The researcher believes that the technology is a
decentralized source for storing up the information. The study was conducted to know the
transparency in the supply chain management, in this study various articles are reviewed by the
researcher to provide the detailed information. The researcher finds that the application of block
chain technology leads the improvement in the transparency of supply chain but also leads
various issues. According to Prasetyanti and Simatupang supply chain refers to all the actions
and procedure which carry out in fulfilling the needs and requirements of the consumers
(Prasetyanti & Simatupang, 2015). It includes suppliers, warehouses, manufacture and
consumers itself. The study is conducted to know the system of supply chain in the perspective
of service dominant for enhancing the performance of supply chain. The information is collected
by reviewing various articles and for analyzing the proposed framework is used. In this study the
researcher finds that for advancing the supply chain, the value activity should be identified for
gaining the competitive advantage.
Supply chain of Jackets
The supply chain of jackets is discussed by taking the example of Puma, Puma, is a German
multinational company that designs and manufactures athletic and casual footwear, apparel and

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accessories, which is headquartered in Herzogenaurach, Bavaria, Germany. The company was
founded in the year 1948 (Crawford, 2017). The logistics to the supply chain in jackets is
important because it helps the company in reducing the cost and time from moving the product
from one place to another. However, through logistics the company can enhance the customer
value because of availability of jackets in terms of quality and quantity. The companies operate
and function according to the needs and requirements of the customers, effective strategy of
logistic helps in satisfying the customers efficiently. The above figure demonstrates the supplier
of jackets.

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Suppliers of Jackets
Source: (Crawford, 2017)
Puma
Supplier Agent Licensee
Sub-contractor
Supplier
Sub-contractor
Agent
Supplier
Sub-
contractor
Supplier
Sub-
contractor

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For the supply chain of jackets in Puma, the team work is involves in supplying the jackets to the
target customers that is 12 main suppliers with fifty four subcontractors is involved in creating
the superior product to the end user (O’Rourke & Strand, 2017). However, for maintaining the
sustainability the fifty percent of the suppliers who are engage in supplying the jackets are
partners of bluesign®, this is because to make sure that raw materials as well as textile have
source sensibly and responsibly. However, each step is checked in the manufacturing stage, to
ensure that the production is environment friendly and safer (Lovins, 2016). Puma jacket a series
start with the upstream supplier goes to material supplier, after that in manufacturing leads with
12 components are needed that is lining pocket, ribbon, Puma logo and 54 suppliers are required
in manufacturing the jackets (Russell et al., 2016). However, after manufacturing product moves
in warehousing and after transportation moves to the distributors. The distributors give the
product to the retailers for sale to the end consumers. The above figure shows the Puma supply
chain process in jackets.
Puma supply chain process of jackets
Upstream supplier
In this step the suppliers follow the various step of manufacturing and sourcing of the material
required in producing the jackets. The material includes cotton and also includes weaving as well
as dying and also produces a part of button (Lovins, 2016).
Material supplier
In this step the supplier manufacture materials and other ingredients like main fabric, lining
collar which required in manufacturing the product and supply all materials towards
manufacturer of jackets.
Manufacturer of jackets
In this process the manufacturer converts the materials and other ingredients like textiles, buttons
and zip into jackets which is the end product (O’Rourke & Strand, 2017).
Warehousing and Transportation
After manufacturing various logistics activities take place like warehousing which is done by
automated machine through the software and Gigaton. The delivery services of jackets to the
distributors are done by using the flat trucks.

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Distributors
The distributors has key relationship with the retailers, Puma distributes the jackets by using
three several channels of distribution that is through the wholesalers, Puma operated and also
through the retail stores.
Retailers
The distribution is done by the retailers, after this the retails sell it to the end consumers
according to needs of the customers. However, this helps in increasing the satisfaction of the
consumers.
Customers
This is the end result; the whole supply chain of jackets is done for providing the product to the
final consumers.
Puma supply chain process of Jackets
Source: (Lovins, 2016)
Logistic activities and performance objectives
Warehousing and quality performance
According to Orjuela-Castro, Arturo, Herrera-Ramírez, Adarme-Jaimes conducted the study to
know the incidence of warehousing and packaging in Colombia on the performance of the
transportation and quality (Orjuela-Castro et al., 2017). For testing the study used the proposed
model and information is also collected from the secondary sources by reviewing various

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articles, which is related to the warehousing logistics of the inventories in the industry of food
chain. The model shows the information which is related to the packaging, warehousing of the
supply chain of mango, the results shows that warehousing is considered the major aspect in
enhancing the performance regarding quality of fruits. The researcher also finds the quality
performance remain efficient, when the suppliers decide the effective place for storing the
product. According to Dörnhöfer, Schröder and Günthner logistic is considered the significant
factor of competitive in the companies who all are under the industry of automotive (Dörnhöfer
et al., 2016). In this study researcher developed the Performance management system to test the
effectiveness of warehousing in enhancing the performance of quality. The study also used the
supportive information by reviewing the articles of warehousing in the automotive industry; the
researcher finds that automotive logistics helps in increasing the performance of the product, in
the logistic the major aspect is the warehousing, which helps in providing the security to the
product and provide efficient quality of the product. The researcher also suggests adopting the
performance management system to leads improvement continuously in the product. Wasusri
and Theerawongsathon conducted the study to know the quality, cost as well as time of the
footwear business in Thailand (Wasusri & Theerawongsathon, 2016). The company uses the
effective warehousing strategy to increase to improve the quality and increase the satisfaction of
the consumers. The researcher used the ARENA simulation model for investigating in the
companies regarding the data collection. The researcher finds that choosing the activities of
picking for the warehousing is considered difficult mainly for sandals and sport shoes. The
researcher also finds that the company uses the strategy of zone picking and reduces the time that
is 15%. According to Kovačević, Erić and Aleksić the automated means of storage in the supply
chain increases the efficiency of the goods, decline the execution time and enhance the procedure
of logistics (Kovačević et al., 2015). The data is collected from testing through the automated
system in the various industries. From the analysis the researcher finds that the storage of the
product in the warehouses by using the automated system that is Kiva system leads in increasing
and improves the quality of the product.
Warehousing enhances the performance of quality is discussed with the example of McDonald’s.
In the year 2016, McDonald improves the management of supply chain through the automation
in warehousing (Tejwani & Stock, 2019). The company adopts the sophisticated planning of
inventory through the warehouse automation, which focus on the cost reduction and increases the

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efficiency procedures. The company collects the data to examine the overall performance of
quality; the system expands further in 100 countries with higher than 35,000 restaurants
(Raghavendra & Nijaguna, 2015). This helps the company in enhancing the quality and reduces
the cost and also increases the customers that is in 2016 McDonald is serving higher than 68
consumers on daily basis.
Packaging and quality performance
Magnier, Schoormans and Mugge conducted the study to examine the impact of packaging
sustainability on the perception of the consumer regarding the quality of the products (Magnier et
al., 2016). The researcher uses the two experimentation by featuring the raisins, coffee as well as
chocolate bars. In this study 100 and 32 French respondent participates in the online study which
is also known as the sampling of snowball. Through analysis, the researcher finds that the
perception regarding the quality of the products in the consumers is more optimistic, when the
packaging of the product is done with the conventional packaging. The researcher also finds that
the sustainability of the product results in moderating the impact regarding the sustainability of
packaging. According to Defraeye, Defraeye, Berry, Opara, East, Hertog, Verboven and Nicolai
analysis regarding the performance of packaging presently decreases the quality of the product
(Defraeye et al., 2015). The study focuses on analyzing the strategy of packaging with the quality
performance of the product. The researcher finds there is relationship between both of them
because packaging offer protection of the product from the shocks and vibrations, when
transporting as well as handling the product. Ujam and Godwin conducted the study for
enhancing the productivity in the breweries; the study was conducted in AB brewery which is in
Nigeria (Ujam & Godwin, 2018). The researcher believes that earlier line of packaging enhances
the quality performance and productivity. The researcher used the technology and software to
examine the problems and increases the quality of the product, which the needs of the customers.
The researcher also applied the diagram of fishbone by using the factors like method, man,
machine and material. The researcher finds that these all factors should be used while packaging
the product, the study also shows that the company should use the regulated system, this helps in
increasing the quality of the product. According to Mohamed usage of carbonated packaging in
the beverage is adopted worldwide and also in Egypt (Mohamed, 2016). The researcher stated
that aluminum cans increases rather than glass bottles. The study was conducted to know the
present situation and the perception of consumer regarding the quality on the basis of carbonate

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packaging. The researcher finds that the aluminum cans leads in reclosing as well as also results
in the problem of sanitary.
The packaging increases the performance of quality; it is explained with the example of Coca
Cola, earlier the product was offered in the bottle of glass, recently the company uses the new
methods of packaging by advancing the technology of bottling and canning (Jones & Comfort,
2018). This leads in offering the packed product which is light but particularly strong. This
packaging helps the company in reprocessing the cans at the end, this packaging strategy results
in increasing the satisfaction of the customers and also increase the sales of the company that is
in the year 2015, sales of Coca-Cola was $44.29 billion in US (Foschi & Bonoli, 2019).
Transportation and quality performance
According to Erkan logistics leads delivering the right product at right time in the right place
(Erkan, 2014). The researcher stated that efficiency in the transportation of the product becomes
the significant part for the growth of the business and to gain the competitive advantage. The
study was conducted in 113 countries, to know the performance of the companies regarding the
quality. The researcher finds that strategy of effective transportation increase the quality of
product and also satisfies the consumers by offering the right and accurate product at the right
place. Garcia, Marchetta, Camargo and Morel conducted the study to know the procedure of
logistics which leads in increasing the quality performance in the wine industry (Garcia et al.,
2015). The information is collected by reviewing the various articles regarding the supply chain
in the wine industry; the study also examined the innovation made in the transportation of the
product. The researcher finds that the wine industry adopts the various strategies of packaging
and transportation for the efficient product. The study also proposes that the wine industry can
use the WSC model and Key performance indicators measures for examining the performance of
product in transportation. Yu, Cadeaux and Song conducted the study to develop the relationship
of supplier-buyer in the channel of distribution (Yu et al., 2017). The researcher uses the
contingency theory to recognize the relationship between the flexibility of the distribution
channel with the quality satisfaction of the customer. The researcher finds that the unique
capabilities in the flexibility of logistics and relationship lead the optimistic effect on the quality

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service of transportation. The dynamic environment has direct influence in the transportation
flexibility of the product.
The transportation enhances the performance of the quality is also explained by using the
example of Starbucks, the company delivers the Coffee beans from the distribution centers to all
the retail stores in the world. However earlier the expenditure of the company increases mostly
from the transportation that is it was about 75 million (Campbell & Helleloid, 2016). The
company uses the strategy to optimize the procedure of logistic and reduce the distance from the
point of plantations to the point of distribution. This helps in increasing the satisfaction of the
customers for delivering in timely manner. However, through this strategy company does 70,000
deliveries weekly in the sixty nine countries, this also results in increasing the quality
performance of the product (Cho et al., 2017).
Conclusion
From the above it is conclude that supply chain is considered the system of individuals, business,
and machinery, which involves in the formation and trading of product to the final consumers. In
this the supply chain of Puma jackets is discussed and demonstrate that twelve major supplier
involves in supplying of jackets to the end customers. From the above it also finds that the
improvement in the logistics leads in increasing the performance of the quality products and
helps in development of the business.

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References
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of Accounting Education, pp.38-60.
Cho, J. et al., 2017. Wrong siren! a location spoofing attack on indoor positioning systems: The
starbucks case study. IEEE Communications Magazine, 55(3), pp.132-37.
Christopher, M., 2016. Logistics & Supply Chain Management. London: Pearson.
Crawford, C., 2017. The E-Textile eVolution. AATCC Review, 17(6), pp.30-35.
Defraeye, T. et al., 2015. Towards integrated performance evaluation of future packaging for
fresh produce in the cold chain. Trends in Food Science & Technology, 44(2), pp.201-25.
Dörnhöfer, M., Schröder, F. & Günthner, W.A., 2016. Logistics performance measurement
system for the automotive industry. Logistics Research, 9(1).
Erkan, B., 2014. The importance and determinants of logistics performance of selected countries.
Journal of Emerging Issues in Economics, Finance and Banking, 3(6), pp.1237-54.
Foschi, E. & Bonoli, A., 2019. The Commitment of Packaging Industry in the Framework of the
European Strategy for Plastics in a Circular Economy. Administrative Sciences, 9(1).

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Francisco, K. & Swanson, D., 2018. The supply chain has no clothes: Technology adoption of
blockchain for supply chain transparency. Logistics, 2(1).
Garcia, F.A. et al., 2015. A framework for measuring logistics performance in the wine industry.
International Journal of Production Economics, 135(1), pp.284-98.
Jones, P. & Comfort, D., 2018. The Coca Cola Brand and Sustainability. Indonesian Journal of
Applied Business and Economic Research, 1(1), pp.34-46.
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VEHICLES IN ORDER TO INCREASE THE QUALITY OF THE PROCESS OF STORAGE
OF GOODS. Center for Quality.
Lovins, L.H., 2016. Needed: a better story. Humanistic Management Journal , 1(1), pp.75-90.
Magnier, L., Schoormans, J. & Mugge, R., 2016. Judging a product by its cover: Packaging
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