Fig 1

The business terms push and pull started in logistics and SCM, but at the same time are broadly utilized as a part of marketing, and is likewise a term generally utilized as a part of the hotel dissemination business. A push–pull framework in business depicts the development of an item or data between two subjects. On business sectors the shoppers as a rule “pull” the products or data they interest for their requirements, while the suppliers “push” them toward the purchasers. In logistics chains or supply chains the stages are working regularly both in push-and pull. Push generation depends on predicted demand and draw creation depends on genuine or devoured demand. The interface between these stages is known as the push–pull limit or decoupling point. (Hopp, W. and Spearman, M. 2004)

A push limited time methodology includes taking the item specifically to the client by means of whatever methods, guaranteeing the client knows about your image at the purpose of procurement. A pull procedure includes rousing clients to search out your product in a dynamic procedure. For our easy understanding we can say that Push refers to “taking the item to the client” and pull denotes “getting the client to come to you”. (  2016)

Dell’s Direct Sales and Supply Chain Strategy

From multiple points of view, Dell’s procedure obtains from “Just In Time” (JIT) supply chains as far as restricting stock levels. In any case, Dell concentrates more on a push-pull methodology, one where it pushes choices to its clients and afterward utilizes that client request to play on demand through Dell’s supply chain. In any event, that is the way Dell began their procedure. These days, Dell somewhat stopped their strategy with respect to providing customised computers and those options are no longer influential. In any case, that doesn’t imply that Dell’s technique is any less critical in today’s commercial center. (Paul Trudgian. 2015)


Fig 2

An Example of a Push-Pull Strategy

push-pull technique consolidates an altered materials list with an adaptable materials show, one where the adaptability is tied into the choices clients pick. the methodology is to “push” clients to pick particular alternatives. Once those alternatives are picked, the client’s request “pulls” request through the organization’s inventory network. Another advantage of the technique is that the terminology for the item being bought is straightforwardly tied into the alternatives picked by a given client.

All together for the methodology to work, the organization must producer or hold the center item on its rack. Alternately, at any rate, it must have enough to rapidly get together the center item with a specific end goal to keep up the time-basic conveyance for the client. From numerous points of view, it’s as though the organization pre-gathers a dominant part of the completed great and afterward sits tight for the client to put in their particular request.


Fig 3

Dell’s system is one of a kind in that it utilizes the reserve funds accumulated by staying away from appropriation to offer magnificent costs to the regular shopper. It concentrates direct on the end-client by bypassing those previously stated deals channels and afterward goes on those investment funds with lower costs.

In any case, Dell likewise comprehends the advantage that those dissemination deals divert give as far as tech support and guarantees. Along these lines, it offers those same administrations to its end-client, clients and at a much lower cost than what those circulation channels could offer.

At last, Dell’s methodology was basic and clear. It joined a client request procedure that drove its inventory network. The impulse was on driving client interest and after that utilizing that client interest to better oversee acquisition and stock. It lessened evaluating, secured high-volume business and situated Dell as a business sector pioneer. (Paul Trudgian. 2015)


Fig 4


As we can clearly see Push-pull strategy is very efficient because it is an equilibrium state as the manufactures are trying to push products through resellers in the market and consumers are trying to pull them from the market.

Authorised by:

Anuj Bhogle

Student ID : 215232377

Username : abhogle


Hopp, W. and Spearman, M. (2004). To Pull or Not to Pull: What Is the Question?. Manufacturing & Service Operations Management, 6(2), pp.133-148. (2016). Push pull strategy. [online] Available at: [Accessed 16 May 2016].

Paul Trudgian. (2015). Push-Pull Supply Chain Strategy – Dell. [online] Available at: [Accessed 16 May 2016].


Fig 2: Sehgal, V., Sehgal, V. and profile, V. (2009). Supply Chain Management: Considerations for Push or Pull. [online] Available at: [Accessed 16 May 2016].

Fig 3: Paul Trudgian. (2015). Push-Pull Supply Chain Strategy – Dell. [online] Available at: [Accessed 16 May 2016].

Fig 1: (2016). Pull, Don’t Push. [online] Available at: [Accessed 16 May 2016].

Fig 4: (2016). Push pull strategy. [online] Available at: [Accessed 16 May 2016].







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