An Integrated Approach for Effective Supply Chain Management A Case Study of Amul

This paper outlines the importance and benefits and an organization can achieve through supply chain integration. These benefits an primarily in the area of achieving superior customer service levels and operating at lower working capital level, two of the most important drivers of business profitability. In the current dynamic environment, the market has realized that companies would survive based on their ability to keep up with continuous and unexpected changes. As a result, companies with in past looked at their down stream and upstream in isolation have realized that to increase market share. They need to manage both upstream and down stream at a time and develop a synergy between them.