In Chapter 3 you learn about some limitations in the supply chain and how to overcome them, while in Chapter 4 you explore marketing the 4 Ps within the supply chain. Discuss the question Who is the Customer? and expand on the following concepts:

Write one paragraph discussing how delivering value to customers is critical to a successful and sustainable supply chain. Provide an example of how a company currently is achieving this, and why it impacts the customers.

Write one paragraph examining at least 2 of the limitations of the supply chain that are concerning to companies and how they can overcome these challenges.

Write one paragraph reflecting upon systems, software, and other tools that are currently being used to help companies plan, communicate, and improve efficiency across the supply chain. (Make sure you support your opinion with academic resources such as journal articles found on the HCCC Library website databases under research.)