Logistical Challenges and Strategic Implications in FMCG Promotional Displays A Case Study of Barilla Group

This thesis investigates the logistical challenges faced by Barilla in executing promotional displays for its perishable products, such as bread and snacks, in supermarkets. Despite the critical role of these displays in driving sales, miscommunication between Barilla’s marketing and logistics teams and external partners often results in significant delays. These delays affect product freshness, reduce sales windows, and damage relationships with retail partners. By analyzing Barilla’s supply chain dynamics, this study identifies the root causes of these inefficiencies and proposes strategies for optimizing logistics and communication processes. The research aims to enhance supply chain performance through technological integration, better coordination, and data-driven solutions, ultimately improving Barilla’s market positioning and profitability in the competitive FMCG sector.