Dynamic Analysis of Resilient Distribution in Supply Chain through Marketing Scenarios - Study: Iran Auto-Parts Manufacturing
Subject Areas : Marketing
Mohammadreza Fallah
1
,
Habibollah Javanmard
2
,
Reza Radfar
3
1 - Department of Industrial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
2 - Department of Industrial management, Arak Branch, Islamic Azad University, Arak, Iran
3 - Department of Industrial Management, Science and Research Branch, Islamic Azad University, Tehran, Iran
Keywords: System dynamics, Resilient distribution, Marketing mix, Auto-Parts Manufacturing.,
Abstract :
The purpose of this study is to investigate the systematic effects of marketing mix indicators in distribution resilience. Method of study is descriptive - survey in systematic modeling approach and by considering the relationships among variables, it has been categorized in the mixed - exploratory research group. The samples are two groups, first are experts and second are managers in auto-parts manufacturing. In the qualitative stage, fuzzy Delphi analysis was used for identified indicators and adjust them with the conditions of auto - parts manufacturing by the interview tool, and in the quantitative stage, it was applied by the questionnaire tool. The samples consisted of experts who had the necessary scientific and practical requirements in the supply chain and marketing mix, as well as managers and employees of the country 's automotive auto - parts - manufacturing industry. Snowball sampling and targeted sampling were used in the qualitative and quantitative phases, respectively. System dynamics method and VENSIM software were used to analyze the data, examine the relationships between the variables, and show their effectiveness and flexibility in the dynamics and factor changes in the scenarios. For this purpose, the indicators of marketing how the relationships between them were determined as a model. The results of dynamic analysis showed that marketing factors effect in resilience distribution in supply chain. Four scenarios as changing in innovation and quality, advertising and branding, CRM and marketing expenses, distribution channels and positioning, were designed and tested. Results shown that changing in all indicators have positive effect in resilience, but time and kind of their effects are different.
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