The retail supply chain is a complex system where suppliers, manufacturers, distributors, retailers and consumers all take part. The complexities lie in many areas. The consumer area is arguably the easiest part of the supply chain, though it is the most difficult part of a product path (spending those valuable marketing dollars to convince the customer to buy). The supply chain gets difficult way at the beginning when a company creates a product, identifies the materials needed to manufacture that product, identifies the manufacturing partner(s) to create the product, fulfills the materials, arrives at a product, receives the finished goods at their fulfillment center for packaging, enables their distribution solution to distribute their new product to a retail partner (whom they have already had to sell to), and complete these sales to their retailer customer. This is just the supplier to retailer portion (with many steps omitted for brevity). There are many other steps and process of the retail supply chain that make this a complicated process indeed.
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