Improving the order fulfillment process for first foods customers

Date of Publication


Document Type

Master's Thesis

Degree Name

Master of Business Administration


Ramon V. Del Rosario College of Business


Decision Sciences and Innovation Dept

Thesis Adviser

Rachel A. Quero

Defense Panel Member

Ma. C. P. Assumpta C. Marasigan
Louie A. Divinagracia
Rafael Gerardo S. Tensuan
Maria Victoria P. Tibon
Brian C. Gozun


To deal with the challenging demands of todays consumers, manufacturers of consumer goods need to transform their supply chain strategies to make their products visible in the market. But due to the ineffective order fulfillment process of First Foods, Inc. the company is constrained in meeting customer demands. This action research aimed to address this issue for the company to manage and fulfill orders of its key account customers. I, as the insider action researcher, collaborated with representatives from our supply chain technical group, information technology group, and commercial finance to improve the order fulfillment process. We identified that the root cause of ineffective order fulfillment process is the current stock allocation based order date. In Cycle 1 of this action research, we implemented a system design programmed to establish a manual stock allocation of orders based on customer required delivery date. In Cycle 2 of this action research, we also changed the stock allocation of our source warehouses and automated the stock allocation process for our consolidator warehouses. I used the Supply Chain Operations Reference model as the conceptual framework for this study. The implementation of the interventions for Cycle 1 and Cycle 2 of this action research had improved our customer relationships as the orders were fulfilled in a timely manner.

Abstract Format






Accession Number


Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer disc ; 4 3/4 in.


Consumer goods--Philippines; Business enterprises--Philippines; Corporations--Philippines

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