With the competition growing in the seed industry, especially in niche market segments, the sales revenue of MAHYCO was falling over the past couple of years. Supply chain management was viewed as an important source of competitive advantage. Availability, quality and competitive pricing were key customer expectations. To achieve this, reduction in lead times and cost needed to be focused on. The new Vice President, Logistics, felt that greater attention to the supply chain elements of production planning, quality control, packing, dispatching, inventory management and distribution structure would be essential. He wished to identify the possible improvement areas in the company's seed supply chain along with their linkages, criteria for analysis and data requirements. A clarity on this, he felt, would help him take the next steps in evolving a strategy for supply chain restructuring in MAHYCO.