THE EFFECT OF DEMAND AND DISTRIBUTION ON SUPPLY CHAIN AND ORGANIZATIONAL PERFORMANCE.

Abstract

Purpose Firm performance through supply chain performance is the focus of the research through demand and distribution management and their practices such as. forecasting, segmentation, sales and operation planning, warehouse management, transportation management and demand and distribution management adherence. The purpose is to understand how SMEs of Karachi, Pakistan, can help customers through improving supply chain performance and resulting in better firm performance. Methodology & Design SMART-PLS3 software was used for data analysis with a sample size of400 respondents. Findings The finding shows that except for two variables, all the independent variables have significant impact on their respective dependent variables which favors better supply chain performance and firm performance. Limitations This research is limited to Distribution and Demand management domains ot supply chain of SMEs ofKarachi city with a limited time span and pandemic situations in the city. So, it cannot be generalized for different industry and location. Recommendations Companies should focus on improving the forecasting, warehousing and transportation ofthe while improving their employee’s skills and motivation for better demand and distribution management.