The influence of supply chain agility on FMCG SME marketing flexibility and customer satisfaction

In the fast-paced Fast-Moving Consumer Goods (FMCG) sector, small and medium-sized enterprises (SMEs) must adapt swiftly to changing market conditions and consumer demands to stay competitive. This review explores the influence of supply chain agility on marketing flexibility and customer satisfaction in FMCG SMEs. Supply chain agility, characterized by responsiveness, adaptability, and real-time decision-making, enables SMEs to respond quickly to market shifts, optimize operations, and deliver products efficiently. As a result, agile supply chains directly impact the marketing flexibility of SMEs by enabling faster product launches, customization, and rapid adjustments to promotional strategies based on market feedback. This also highlights how marketing flexibility, supported by agile supply chains, enhances customer satisfaction by meeting expectations related to product availability, quality, and service delivery. Agile supply chains allow FMCG SMEs to reduce stockouts, improve order fulfillment times, and adapt to customer preferences, creating a seamless experience that fosters brand loyalty. Furthermore, this review presents case studies of FMCG SMEs that have successfully implemented agile supply chains to boost marketing responsiveness and customer satisfaction, demonstrating real-world applications of these strategies. By examining the interrelationship between supply chain agility, marketing flexibility, and customer satisfaction, this review emphasizes the importance of an integrated approach to operations and marketing in FMCG SMEs. The findings suggest that investing in supply chain agility is critical for SMEs seeking to enhance their market adaptability and customer-centricity. The study concludes by offering recommendations for FMCG SMEs to develop agile supply chains that enable them to thrive in a competitive and ever-evolving marketplace, where customer satisfaction and rapid market response are key drivers of success. Keywords: Supply Chain, FMCG SME, Marketing Flexibility, Review.