How could Unilever use the framework for strategic choice (Table 3.4) in implementing its Supply Chain 2010 Initiative? Because of the desire of businesses that requested 24 to 48 hour deliveries, and others that required deliveries everyday, it would be best for Unilever to use the framework to strategically choose who, and what, businesses they should cater too. The best move would be to take care of the “A” customer first because they are the most profitable customers the business has, and then focus on taking care of the remaining customers. 2. What, in your opinion, would be the major logistics challenges faced by Unilever in this initiative? The major changes that i can see would be changing their current logistics so that they are able to store things closer to the stores in questions to ensure that products are able to be delivered daily. They would also need to reevaluate their relationships with the customers to make sure they are aware and up-to-date with the products they are needed and the quantity they will need to ship.