I once read in the book that in order to succeed, a firm needs to control and decide the marketing mix in a way that would maximize the value to the consumers. When I first saw that supply chain was included in one of the marketing mix (place), I didn’t understand clearly why a firm needs to have a good control of its supply chain. However, after reading a blog post by Verena Facundo: https://blogs.ubc.ca/verenafacundo/2010/10/23/china-milk-scare-and-the-supply-chain/, my uncertainty concerning about it disappeared. Yili, a Chinese milk company, has been negatively affected by a competitor’s negative advertisement about Yili’s products. This did not only affect the firm itself, but every single individual in the supply chain were also affected. As their revenue declined, everyone in the supply chain suffered.
Thinking a bit differently, if a member of the supply chain wouldn’t have done its job efficiently, then there’s no way the company would provide the maximum value to the consumers. For a marketer, providing a good value to the consumers is very crucial, and in order to do so, the marketer needs to carefully choose the marketing mix and understand the importance of the supply chain.