Legacy brands must embrace technological advancements and shift their business strategies to meet evolving consumer demands for convenience and speed. Failure to adapt will lead to brand dilution and loss of market share as consumers prioritize product availability over brand loyalty.

Concept of Strategic Dissonance

Strategic dissonance occurs when a firm's actions and strategic intent diverge. Legacy brands often resist adapting to changing consumer preferences, risking market share loss. Intel overcame this by shifting focus to microprocessors, while Kodak's failure to embrace digital imagery led to its decline. Fuji and Canon succeeded by adapting to technological changes, demonstrating the necessity of evolving strategies to maintain market dominance.

The Traditional Supply Chain

Strategic dissonance occurs when a firm's actions and strategic intent diverge. Legacy brands often resist adapting to changing consumer preferences, risking market share loss. Intel overcame this by shifting focus to microprocessors, while Kodak's failure to embrace digital imagery led to its decline. Fuji and Canon succeeded by adapting to technological changes, demonstrating the necessity of evolving strategies to maintain market dominance.

Modern Trade Practices: E-commerce Business

Legacy brands face threats from transitioning to modern commerce, including inefficient supply chains and high costs of direct-to-consumer models. Marketplaces facilitate direct access but also risk brand dilution due to competition. Adapting to these changes is essential to avoid losing market share and ensuring long-term success.

Higher costs and lower profit margins:
Despite fewer intermediaries, modern commerce struggles with cost efficiency due to the need for extensive infrastructure and last-mile delivery.

Long and sequential process:
Traditional supply chains involve multiple interdependent elements, leading to extended delivery times and higher costs for the end consumer.

Cannot withstand generational shift:
The presence of multiple elements in the traditional supply chain can cause operational instability due to generational shifts. The newer generation prefers modern business methods, leading to communication barriers and weaker coordination among supply chain elements.

Inaccurate demand forecasting:
Due to lack of a direct connect between the manufacturer and the end consumer, the legacy brands are unable to correctly identify the customer demands and feedbacks, resulting in sale loss.

D2C Through Local Retailers

Modern D2C models in India can leverage the extensive local retail network, ensuring uninterrupted communication between brands and customers. Instead of eliminating intermediaries, this model allows retailers to directly connect with manufacturers, optimizing demand forecasting and the value chain. Legacy brands must adapt to these practices to remain competitive, as marketplaces may eventually favor their in-house brands, threatening the market share of traditional brands.

Digitization – Need of the Hour

Legacy brands must embrace digitization to streamline supply chains, connect directly with customers, and ensure operational efficiency. AI-driven solutions facilitate direct manufacturer-retailer connections and digitize every aspect of the supply chain.

Order Management System :
strategizes order generation and management to ensure zero sale loss and material spill-over.

Warehouse Management System:
can streamline the operations within a warehouse and instigate real-time visibility through 3D operation visualisation.

Transport Management System :
The presence of multiple elements in the traditional supply chain can cause operational instability due to generational shifts. The newer generation prefers modern business methods, leading to communication barriers and weaker coordination among supply chain elements.

Hyperlocal :
Due to lack of a direct connect between the manufacturer and the end consumer, the legacy brands are unable to correctly identify the customer demands and feedbacks, resulting in sale loss.