CASE STUDY : Please read the following case study and answer the question given at the end.

Campbell Soup Company , also known as Campbells, is an American producer of canned soups and related

products.The company was set up in 1869 by fruit merchant Joseph Campbell and an icebox manufacturer

Abraham Anderson. Today , Campbell manufactures a lot of varieties such as cream broccoli , double

noodle and creamy and chicken noodle. The variants of these soups are present with low sodium,cholesterol,

fat and calories in the range of healthy request soups. The company has expanded internationally to China,

Japan, Australia, Argentina and Mexico etc.It had sales of US$6.1 billion in 2003. It has developed variants

to adopt to local cultural differences. The company now also manufacturesjuices, beverages, sauces, biscuits

and confectionary. Online sales are being done through netgrocer.com. The company has stringent quality

system standards for all the ingredients including water,raw materials and elimination of heavy metal

contents. Suppliers have stringent requirements to meet particularly good food manufacturing practices and

control of purchased raw material. In an interview given by Christian Moye, the then vice president of

strategic palnning , global supply chain of Campbell soup co, he admits to having the biggest supply chain

challenge in maintaining a balance between cost ( on the management side) and customer foods ( on the

retail and customer side).The key issues for the company are the product format,product differentiation,

product customization and service customization.The retail distribution channel forms the most part of the

distribution channel. Moye says that company aims to drive efficiencies through better information flow

and information sharing through data synchronization and collaborative planning , forecasting and

replenishment ( CPFR).