Williamson is planning to set up a new brand called Exotic. Asthe brand concept is not yet fully clear, there is also an openquestion in how to set up the supply chain. Currently it is knownthat there will be now cold chain required. In addition there is apush by management to set up a product concept that has a highshelve live. Some competitors are not only bringing other productsinto the market, they were also able to establish new supply chainchannels. To understand the future requirements, as well as thepotential supply chain designs, management has asked you toconsider the concept of a dynamic supply chain alignment (JohnGattorna, 2013) to provide the following insights:

1. Map the supply chain model of Inditex and work out thedifferent supply chain types they apply. In addition work out thestrength and weaknesses of this concept in relation to theirbusiness model.

2. Map the supply chain model of Marks & Spencer and workout the different supply chain types they apply. In addition workout the strength and weaknesses of this concept in relation totheir business model.

3. Provide a criteria list, which under which circumstances someof the fashion industry supply chain solutions are applicable tothe food industry as well. Currently marketing is considering aproduct concept with eight different flavors and four differentpackaging sizes. A bundle of 6 big packaging’s, a single bigpackaging, a small pack and a convenience pack. Du to differentincome pattern not all packs are sold in all regions.

Your direct manager was working in his previous assignment inthe fast fashion industry before joining Williamson. During thistime he was impressed by the different supply chain concepts usedby Inditex (Zara) and Marks & Spencer. As he is not sure if oneof these supply chain concepts could be applied to the foodindustry as well it is your task to evaluate the topic further.What are the general concepts and ideas applicable for the foodindustry and for Williamson’s exotic brand? It is your task toanalyze both, the Inditex and Mark & Spencer supply chain andgive some recommendations for the Exotics BU.