Importance of supply chain and fulfillment operations in businesses that offer perishable food products online
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This study highlights the importance of logistics when businesses work with an online channel and perishable food products. An online channel not online provides physical products to its consumers but also related services with products quality. Having a defined competitive strategy and knowing what customers want are extremely important elements to success in the market and with products sell online. However, when business decide to work with this channel these are not the only aspect that businesses should take into account, further, they should also manage efficient supply chain operations, fulfillment operations and distribution processes. This thesis investigates the importance of logistics in an online channel that offers perishable food products to final consumers. This research study was accomplish in two parts: theoretical and empirical. The theoretical part includes a literature study in online channel, customer requirements, food special characteristics, logistics requirements of food products, supply chain management and fulfillment operations. The empirical part consists of two case studies conducted to two Norwegian companies that offer baskets with food products online to end customers.The main outcome of this study is the creations of a guideline based on information gather from the literature study and from the case companies. This guideline can reveal different aspect that companies working with an online channel can focus on in order to enhance its supply chain and fulfillment operations and maintain a sustainable success in their local market and in new markets when offering perishable food products online to end consumers.