Well, is it?
Due to the increasing pressure on the planning performance of multinationals in the FMCG industry, companies such as Heineken see the need to seek improved cooperation with their largest customers.
The Heineken brand is sold in more than 170 countries. In addition, the company is active in more than 70 countries. The product portfolio also grows annually and through the digitization of the retail, consumers can buy their products in more various ways. Moreover, in the last decades the fluctuating economy has increasingly put focus on cost reduction and end-to-end supply chain optimization. Fortunately, benefits can also be gained between all these complexities. The amount of data that has become available in recent years to organize a supply chain as efficiently as possible has increased. This data is then often described as ‘Big Data’. A buzz word, but the practical application is often difficult to find. Does this also apply to the daily point-of-sales data that Heineken receives from one of its largest retail customers? Is Big Data a Big Deal?
Heineken's journey to CPFR excellence
- Low forecast accuracy resulting in high stocks or out-of-stocks
- Low service level to DC or store suffers to lower shelf availability
- Effectiveness and execution of promotions and new product introductions leaves the wishes.