The role of Supply Chain in improving competitiveness

The international economic environment is witnessing a series of radical transformations, particularly in the marketing field. The liberalization of markets and the international marketplace integration have led to qualitative developments of the economic entities at various levels especially from the technological point of view. These transformations have affected most of the modern world, and Algeria is no exception to that phenomenon. Its economy is witnessing several modifications in order to move towards a modern market economy compliant with the current definition of freedom of exchange. This is the goal that Algeria seeks to reach by adhering to the World Trade Organization, whose rules are based on concept of free market, lawful competition as well as the lifting of major customs barriers. Companies have to exploit all the possibilities and strategies to improve their productivity, management and overall workflow in order to rise above the challenge and succeed in establishing themselves strongly in such a market. In this instance, the supply chain becomes the main symbol of the link between production sites and consumption locations thus making supply chain management one of the most progressive forms of dynamic and integrated management and is considered a main driver of competitive. In this paper, we attempt to prove the importance of the aforementioned concept of supply chain management under the form of a case study that assess the competitiveness of the AURAS mills in Algeria to determine the various elements that are the main contributors to the improvement of the overall position of the company on the market as well as the drivers behind the continuous progress and innovation in management of the dynamic components of the company. We expect to prove that a shift in the structure of the company towards the creation of an autonomous supply chain department will improve the competitiveness of AURAS mills as well as provide a clear development and amelioration path for the overall functioning of the company.