Strategy for Supply Chain Improvement in Retail Market Tripathy Priyanka1, Prof. Tripathy P.K.2, Dr. Das K. K.3 1Research Scholar, School of Commerce and Management Studies, Ravenshaw University & MIMTS, Cuttack-753003, Khurda, Odisha 2Head of the Department P.G. Department of Statistics, Utkal University, Bhubaneswar-751004, Odisha 3Registrar, Ravenshaw University, Cuttack, Odisha Online published on 22 June, 2018. Abstract Facilitating the supply of an item with customer interest is critical to the achievement of any business. Similarly, coordinating the supply of a product with consumer demand is crucial to the success of any business. With the emerging high growth of Supply Chain (SC) in the business world lately, have empowered numerous associations, companies and organizations, such as manufacturers, wholesaler, retailers, transporters, shippers, etc; to offer efficient and effective service, products and packages to satisfy their customers. Yet, these efficiencies and effectiveness are accomplished in an individual capacity (individual silo) which does not offer these associations, companies and organizations the comprehensive gains or returns for their investment. Truth be told, there is the requirement for associations, companies and organizations to understand that client needs and necessities go past simply the items and administrations conveyance, as every customer has diverse needs and prerequisites. Products and services become meaningful, only and only when, they are made accessible and position from the customer's perspective, which ought to be the focus of every SC strategy. Manufacturer's swing to utilize different exchanging strategies and trading techniques, such as trade promotions with the intention of optimizing and upgrading only their operations assets. However, this silo optimization thinking turn back to affect their operations and that of the customers in the form of price fluctuation and bullwhip effect etc. The main objectives for this exploratory research paper are; (i) to discuss the impact of trade promotions, sales promotions and price fluctuations on supply chain coordination in the retail industry and (ii) to ascertain how trade promotions and price fluctuations can be utilized to improve and reinforce supply chain co-ordination in the retail industry. Top Keywords Trade Promotions, Price fluctuations, Supply Chain Management (SCM), Supply Chain Coordination. Top |