Therefore, the management of P&G aimed to increase the total sales of its products both in small retail outlets and in supermarket chains which was attained by the company with the introduction of the system of Continuous Replenishment (CRP), resulting in alternation within the practices of the distribution system. This further helped in enhancing the availability of P&G’s diverse range of products which in turn assisted the organization in monitoring the amplification of the customer value and loyalty (Clark, 1995).
In addition, through CRP the organization also introduced another significant system named Electronic Data Interchange (EDI) in its operational process, which eased the difficulties faced by the distributors and retailers while ordering the requisite products to P&G. Moreover, in order to prepare error-free invoice mechanism, Ordering, Shipping and Billing (OSB) System was also implemented along with Efficient Consumer Response (ECR) policy to improve consumer consistency (Clark, 1995).
P&G is a branded organization in the sector of consumer goods, attempting to offer innovative products at an efficient cost. This is desired to enhance the identity and uniqueness of P&G in the market among other apparent players in this sector. Besides, in order to augment its efficiency and dominance over other market players and consumers, it is extremely essential to improve the organizational distribution structure. With due consideration to this aspect, the management of P&G has desired to implement an entirely automated system with the help of information technology. In addition, another significant issue faced by P&G can be identified in terms of discrepancies within the supply chain, resulting in lowering of customer conviction and trust. It has also enhanced the switching cost of the consumers thereby lowering