CASE STUDY CASE 1 MARKET-DRIVEN SUPPLY CHAIN AS A STRATEGIC APPROACH Zeta Company is one of world's most successful clothing and retailers. The company creates their value proposition through the idea of 'fast fashion'. Orders are placed by customers through mail or using their website, ZetaComp.com for their online customers. Zeta Company received the order even with the small quantity, customize to the customers wants and needs. The company is a customer friendly which they accommodate to products return with little or no bother to the customers. Although this practice is expensive, but it fulfils the customer needs. While Hama Company, main competitors of Zeta Company offer less price than them, Zeta Company continue focus on their quality of fashion which called the 'fast-fashion'. Once received the orders, Zeta Company accumulate the orders, then tried to produce and deliver it in three or four weeks. They also make sure that they did not faced with any stock out problem. Customers loyal to this company because of their short lead time delivery. Zeta Company executives feel that the ability to fulfil customers' service needs is the main factor of its excellent reputation in the marketplace. The customer tastes and company products preferences are beginning to change very quickly, sometimes in the middle of selling season. Only the ability to react quickly to the market will differentiate them from the other company. (a) Identify the elements of customer values that relate to the service provided by Zeta Company (b) Propose ways to make Zeta Company the leaders in market-driven of supply chain. (c) Briefly describe the behaviour of customers when there is a stock out