Putting the supply chain at the heart of your fitness strategy Supply chains are under unprecedented pressure during the recovery from crisis as a result of financial instability, globalisation, demanding customers and the need for greater agility. Yet supply chains are an important foundation for the survival of global companies and supply chain directors can secure real wins for their company if they look afresh at the challenges. Today, most companies operate with global supply chains because they need to grow market share and to reduce the cost base. The board expects those supply chains to deliver cost, service and cash flow improvement, as well as differentiation and to cope with complexity and risk by innovatively managing resources and assets. Customer-driven supply - companies are delivering major benefits from redesigning the supply chain from the customer backwards, an approach they can turn supply chain into a source of competitive edge rather than a cost. An example of these benefits can be seen in the way PA reshaped the customer service strategy of British American Tobacco