Supplying consumer goods every day without failing means that many of the principles of supply chain management is at work. Manufacturing consumer goods like champ Malta and Champion beer and making it available to buyers, requires building relationships, not just with customers of finished goods and channel members, but also with suppliers of raw materials, making up the supply and demand chain management. According to Armstrong & Kotler (2011), supply chain management consist of the “downstream” and “upstream” partners. Upstream of the company comprises of firms that supplies the raw materials, component parts, information, finances and expertise needed to create a product or services whereas downstream marketers traditionally are focused on wholesalers, agents, retailers and distributors.
