ВкусВилл – Supply Chain Network

SCM Key Concepts

1Chain Surplus

The objective of every supply chain is to maximise total value generated — the gap between what customers value the product at and what it costs the whole chain to deliver.

Surplus = Customer Value − SC Cost

2Macro Processes

All SC activities within a firm belong to one of three macro processes. Integration across all three is crucial — ВкусВилл's edge comes from tight SRM–ISCM–CRM alignment.

SRM — Supplier ISCM — Internal CRM — Customer

3Decision Phases

Design constrains planning, which constrains daily operation. Each phase must account for uncertainty over its time horizon — from multi-year network design to same-day fulfilment.

Strategy · years Planning · quarters Operation · daily

4Push / Pull

Procurement and manufacturing run on forecasts (push). ВкусВилл's app ordering, dark-store picking, and last-mile delivery are all demand-driven (pull) — initiated by the customer order.

Push · speculative Pull · reactive

Porter's Framework

1Two Basic Types

According to M. Porter, every firm's sustainable advantage is rooted in either lower costs than rivals or meaningful differentiation that justifies a premium price in the market.

Cost Leadership Differentiation

2Four Building Blocks

Competitive advantage is built on four interconnected pillars: operational efficiency, product and service quality, continuous innovation, and genuine responsiveness to customers.

3VRIN Criteria

A sustainable competitive advantage must pass all four VRIN tests simultaneously to remain durable against imitation, rivalry, and substitution over the long term.

Valuable Rare Inimitable Non-substitutable

4ВкусВилл's Edge

ВкусВилл differentiates through private-label quality control, direct farm sourcing (SRM), and a sticky digital loyalty ecosystem (CRM) — a rare combination that is genuinely hard to replicate quickly.