Reported in numerous studies that the main purpose of ECR is to re-engineer the business processes so that when internally everything is working properly and in alignment with business goals only then the company will be able to make profits. The concept of ECR comprises of three most important innovations; it led to the standardization of guidelines for supply chain which ensures that there is co-operation among the parties; as compared to past supply chain management concepts, ECR allows market growth as there are cordial relations between the parties and most importantly the concept has been applied at multilateral levels (Petrovic, 2009).As a result of creation of uniform standards in the distribution and retail industry, three major achievements that are recognized worldwide are Electronic Data Interchange (EDI), European Article Number (EAR) and Efficient Unit Loads (EUL). All these steps have enhanced the supply chain mechanisms as they ensure proper Efficiency Replenishment and Category Management for the organizations (Harris, 2010).Since ECR is mandatory for every organization that is involved in food manufacturing or any kind of manufacturing business, it is important that the concerned parties i. manufacturers, wholesalers and retailers are aware of the benefits and drawbacks of implementing ECR.Dora Grey is in the biscuits manufacturing business for quite long and has been managing adequate supplies around Great London. Although initially the owner will have to incur some heavy expenses for developing and installing the system for her business but eventually in the long-turn she will be able to make profits.In today’s competitive environment, the customers are being bombarded with a lot of new products and services and even with attractive promotion offers. In order to ensure that the customers remain loyal to a particular store, the companies need to make sure that they are able to meet the needs and demands of the customers. Since Dora is working in FMCG industry, she will have to make sure that she is able to satisfy the customers and do something out of the box in order to exceed their expectations.The implementation of ECR will help Dora to ensure that the products are available in huge quantity, the store is never out of stock, the goods are properly assorted in the stores, the goods will be fresh and cordial relationships will be developed with the wholesalers and retailers. The main aim of ECR is to help the
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