Track: Business Management

Abstract

This paper presents the case study of Ayamas Food Cooperation Sdn. Bhd. (AFC), focusing on the company strategy for its supply chain management (SCM). The data was gathered from the company’s official website and related documents retrieved early in the year (2018). The overall information of the strategy was identified from these main segments of SCM: supplier, manufacturer and distribution up to retailer / customer. The types of food product were clearly categorized and many of them were highly demanded as fast-moving items. The SCM strategy across these segments is crucial and therefore communication system is emphasized not only for efficiency purposes, but also responding to the reactive demand. It is identified that there is a clear competitive advantage (CA) strategy for AFC.  However, although AFC is performing well as indicated by the manufacturing volume, however, this paper identifies a gap in terms of logistics and distribution. This paper also presents some proposal for improvement.