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Case Study

Numico (A): Delivering innovation through the supply chain

By Carlos Cordon, Thomas E. Vollmann and Luis Vivanco

10 pages

August 2004

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Reference: IMD-6-0264

Numico, Europe’s second largest infant food manufacturer, decides to refocus its strategy on its core markets after an ill-fated incursion in the US vitamins market that has left it with large losses. An integral part of the strategy is the launching of new and innovative products that address previously untapped needs. The case follows the challenges faced by Numico and its first supplier of finished products during the launch of the first product to be launched under the new strategy.

Keywords

Supply Chain, New Product Launch, Outsourcing, Demand Forecast, Information Usage, Production Management, Operations Management

Settings

Western Europe
November 2002 - January 2004

Type

Field Research

Available Languages

English

Related material

Teaching note, Video

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This case study is part of a series

Numico (A): Delivering innovation through the supply chain
Numico (A): Delivering innovation through the supply chain (Abridged)
Numico (B): Transforming the supply chain to support new realities
Numico (B): Transforming the supply chain to support new realities (Abridged)
Numico (C)

2004 EFMD AWARD WINNER (Supply Chain Management)

This case study is part of a series

Numico (A): Delivering innovation through the supply chain
Numico (A): Delivering innovation through the supply chain (Abridged)
Numico (B): Transforming the supply chain to support new realities
Numico (B): Transforming the supply chain to support new realities (Abridged)
Numico (C)

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