Mapping the key challenges and managing the opportunities in supply chain distribution during COVID-19: a case of Myanmar pharmaceutical company

Purpose This study aims to present a study on the supply chain process of a Myanmar-based pharmaceutical company (named ABC Pvt. Ltd. in this study) that produces pharmaceutical products across Myanmar and aims of bringing quality medical products and best care for Myanmar people’s health. The study aims to identify the key supply chain challenges and manage the opportunities executed by this pharmaceutical company to improve the supply chain process during the COVID-19 outbreak. Design/methodology/approach This work used a case study and conducted semistructured interviews with the manager, senior managers and senior staff of the ABC Company to improve the supply chain process and develop a comprehensive structural relationship to rank them to streamline the uncertainties, real-time information and agility in a digital supply chain using grey relational analysis (GRA) method. Findings From the data analysis and results, “Impact of political factor,” “Delay in import process” and “Weak internet connection,” and “Weak knowledge of the use of digital platform,” “Poor information sharing in online by employees” and “Information flow from top management to operational level” have been identified as top and bottom three key challenges, respectively. “Inventory management,” “Selection of transport method” and “Operational cost”, and “Marketing and brand Innovation,” “Online delivery of products” and “E-commerce enablement (Launching applications, tracking system)” are identified as the top and bottom three managing the opportunities, respectively. Research limitations/implications The findings of the study help to supply chain decision-makers of the company in their establishment of key challenges and opportunities during the COVID-19 era. As a leading company, it always tries to add value to its product through a supply chain system, effective management teams and working with skillful decision-making toward satisfying the demand on time and monitoring the supplier performance. Originality/value The novelty of this study is to identify the key supply chain challenges and opportunities by the GRA method to rank them, considering the case of Myanmar pharmaceutical manufacturing company as a case-based approach to measuring its performance during the COVID-19 outbreak era. This work will assist managers and practitioners help to the company to provide optimal services to its consumers on time in this critical situation.