In recent years, it has become evident that the choice of supply chain strategy made by a company should be based upon a careful analysis of the demand/supply characteristics of the various product/markets served by the company. While downward pressure on price will continue to be a real issue in deflationary market conditions, it also has to be recognised that agility and responsiveness are increasingly fundamental to competitive success. According to Fisher (1997), supply chains need to be matched to products. In particular, a distinction is often drawn between supply chains that are managed to emphasise supply chain efficiency (lean supply chains), and those that emphasise supply chain responsiveness and flexibility (agile supply chains). Fisher, M.L., (1997) 'What is the right supply chain for your product?'

You are asked to critically discuss how a company can sustain a long-term supply chain strategy that is well-aligned with its products and markets, especially in an increasingly complex global environment. In your discussion you are expected to present different types of generic supply chain strategies, providing examples where appropriate.

This coursework should follow a structured approach and should be prepared and presented as a professional business report. You should undertake a relevant literature review that helps inform your investigation. Please also ensure that the Harvard Referencing System is adhered to and fully complied with.

- Critically analyse the theory, concepts and models of global supply chain management to interpret and understand complex and ambiguous risks in global logistics and supply chain environments.

- Synthesise facts and ideas in support of an argument when evolving alternative solutions and concepts such as lean and agile supply

- Demonstrate an understanding of the importance of global lead-time management and time-compression.