REVIEW OF BIG DATA IN FMCG SUPPLY CHAINS: U.S. COMPANY STRATEGIES AND APPLICATIONS FOR THE AFRICAN MARKET

Abstract

This review explores the strategic utilization of Big Data in Fast-Moving Consumer Goods (FMCG) supply chains, shedding light on the approaches adopted by U.S. companies and the potential applications for the evolving African market. As technology transforms the landscape of supply chain management, U.S. companies are at the forefront of leveraging Big Data analytics to optimize efficiency, enhance visibility, and respond dynamically to consumer demands. The analysis delves into the specific strategies employed by U.S. FMCG companies, ranging from predictive analytics for demand forecasting to real-time tracking for logistics optimization. Furthermore, the review investigates the adaptability and relevance of these strategies to the unique challenges and opportunities presented by the African market. The exploration of successful case studies, challenges, and potential solutions provides valuable insights for both U.S. companies seeking to expand into Africa and local businesses aiming to harness the power of Big Data for improved FMCG supply chain management. The findings contribute to the ongoing discourse on the intersection of technology, global supply chains, and the transformative potential of Big Data in shaping the future of FMCG distribution across continents. Keywords: Big Data, Fast-Moving Consumer Goods, Analytics, Supply Chain Optimization, Demand Forecasting, Consumer-Centric, Data Security, Ethical Considerations.