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AUTOMATE THE OBVIOUS: ENHANCING CONTROL TOWER OPERATIONS THROUGH COST EFFECTIVE
DIGITAL INTEGRATIONS

Lathan James

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Morpheus.Network

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8 min read
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Sep 26

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As digitization gaines mass adoption in global supply chain management, all
components related to logistics management undergo an overhaul. The Control
Tower, too, has transcended its conventional boundaries. Powered by advanced
tech-enabled automation, we usher into the era of Control Tower 2.0.

Control Towers have evolved into expensive data-driven powerhouses from a mere
monitoring center, elevating overall efficiency. Today’s Control solutions
orchestrate complex supply chain networks. This blog delves into the intricacies
of what we call, Control Tower 2.0, exploring its role in reshaping the industry
and unveiling its significance within the food and beverage sector as a popular
use case.


CONTROL TOWER 2.0: A JOURNEY BEYOND MONITORING

Control Tower 2.0 represents a transformative leap from its predecessor, Control
Tower 1.0, by embracing the power of automation and digital integration. In a
world where speed, accuracy, and adaptability reign supreme, the traditional
human-centric approach of Control Tower 1.0 falls short of meeting the demands
of modern supply chains. The emergence of Control Tower 2.0, powered by advanced
technologies like artificial intelligence, helps businesses enhance
decision-making and foster collaboration across organizational silos.


UNDERSTANDING AUTOMATION IN CONTROL TOWER OPERATIONS

Automation in control tower operations refers to the implementation of digital
tools and technologies that perform tasks, analyze data, and make decisions with
minimal human intervention. This integration of smart algorithms and advanced
data analytics amplifies the efficiency and effectiveness of supply chain
management.

At the heart of automation lies data. Control Tower 2.0 relies on real-time data
streams from a multitude of sources, such as Internet of Things (IoT) devices,
sensors, and enterprise systems. This influx of data is harnessed by artificial
intelligence (AI) and machine learning (ML) algorithms to forecast demand,
predict potential disruptions, and optimize routes and schedules. As a result,
decisions are driven by data-driven insights rather than relying solely on human
expertise.


SO WHY ARE INDUSTRY LEADING CONTROL TOWER SOFTWARE COMPANIES FAILING AT SUCH AN
ALARMING RATE?

The answer might surprise you. Solutions like FourKites, Project44 and Shippeo
are increadably complex, expensive solutions to an already messy and complicated
costly industry. Tools, like software, are effective when they make day to day
operations easier not more labor intensive. Adding AI/ML tools might seem like a
novel approach to streamlining processes until the data and analytics are too
complex for the average back office employee to action effectively resulting in
higher shipping cost and lower ROI.

Secondly, the rapid evolution of technology has led to intense competition,
pushing companies to constantly innovate and keep up with the latest trends.
This pressure can sometimes result in rushed development and inadequate testing,
leading to software that is not robust or reliable. Additionally, the
expectations for Control Tower software are exceedingly high, as they are tasked
with managing intricate supply chain operations and critical business processes.
When these expectations aren’t met due to glitches, bugs, or inadequate
functionality, it leads to dissatisfaction among customers and ultimately, loss
of market share.

Furthermore, insufficient understanding of the unique demands of various
industries and failure to adapt to changing customer needs can also contribute
to the downfall of these software companies. Successful software development in
this domain requires a deep understanding of both technology and the nuances of
different industries to deliver solutions that truly meet the needs of the
market.

> “What the logistics industry needs, is a simple and elegant solution to a
> costly and complicated problem.” — Dan Weinberger, CEO & Co-Founder of
> Morpheus.Network




MAJOR CHALLENGES IN THE FOOD SUPPLY CHAIN

The global food supply chain feeds millions of people globally. With food
security being a critical issue and a significant portion of the global
population (nearly 10%), food supply chains continue to face new challenges.
Currently, the global food supply chain faces a multitude of challenges that
require adept management to ensure the delivery of safe and quality products.
These challenges arise from the intricacies of the industry, from farm to fork.
Let’s delve into some of the key challenges faced by the food supply chain
ecosystem:

Increasing Demand for Food Shipping Traceability

As consumers grow more conscious about the origin and quality of their food, the
demand for transparency in the supply chain has surged. The pressure to provide
detailed traceability throughout the entire journey of a food product has placed
an unprecedented burden on supply chain stakeholders. Ensuring accurate
information about the origin, processing, and transportation of each product
requires meticulous documentation and robust tracking systems.

Poor Communication Between Food Supply Chain Partners

In a complex network involving growers, suppliers, manufacturers, distributors,
and retailers, effective communication becomes a lifeline. Yet, poor
coordination and communication gaps are rampant challenges. Information often
gets lost in translation, leading to inefficiencies, delays, and even
disruptions in the supply chain. Bridging these communication gaps is essential
for seamless operations and optimal decision-making.

Food Fraud and Counterfeiting

The food industry is not immune to fraud and counterfeit practices, with
counterfeit food products posing health risks and damaging consumer trust.
Detecting and preventing such activities require vigilant monitoring, rigorous
authentication mechanisms, and technological solutions that can validate the
authenticity and integrity of products at every stage of the supply chain.

Increasing Food & Beverage Regulations

The landscape of food and beverage regulations is continually evolving, driven
by concerns about health, safety, and quality. Compliance with these regulations
demands a comprehensive understanding of the ever-changing legal landscape.
Failing to meet regulatory standards can result in product recalls, legal
penalties, and reputational damage.

Cost Reduction and Productivity Pressures

Like any business, the food supply chain is under constant pressure to enhance
efficiency and reduce costs. However, these cost-cutting measures should not
come at the expense of product quality or safety. Balancing cost reduction with
quality assurance requires innovative approaches, such as automation and
data-driven optimization, to streamline processes without compromising
standards.

Dealing With SKU and Order Complexity

The food industry’s diverse range of products, flavors, sizes, and packaging
options leads to an explosion in stock-keeping units (SKUs). Managing this
complexity while efficiently fulfilling orders is a monumental task. The need to
maintain the right inventory levels, manage shelf-life considerations, and
handle varying order volumes adds layers of complexity to supply chain
operations.

In the face of these challenges, the emergence of Control Tower 2.0 stands as a
beacon of hope.




CONTROL TOWER 2.0 USE CASES IN THE FOOD AND BEVERAGE INDUSTRY

Food supply chains across the globe are extremely fragile as they deal with the
supply of products that may be temperature-sensitive and witness quality
deterioration over time. Control Tower 2.0 addresses the complexities of the F&B
supply chain with unprecedented efficiency. Unlike its predecessor, Control
Tower 1.0, Control Tower 2.0 harnesses the power of digital integration and
automation to tackle these challenges head-on.

Control Tower 2.0 acts as a nerve center at its core, orchestrating real-time
data from diverse sources within the F&B supply chain. This data includes
information on product movement, inventory levels, temperature and humidity
conditions, supplier performance, and even external variables like weather
forecasts. By integrating this data into a cohesive platform, Control Tower 2.0
empowers stakeholders with actionable insights, transforming data into informed
decisions and strategies.


HOW F&B SUPPLY CHAINS CAN BENEFIT FROM CONTROL TOWER 2.0

There are numerous ways in which Control Tower 2.0 can bring about a
transformative change in the F&B supply chains. Here are a few key benefits:

Demand Forecasting and Inventory Management

In agriculture, where crop yields are subject to the vagaries of weather and
other environmental factors, accurate demand forecasting and inventory
management are paramount. Control Tower 2.0 employs predictive analytics to
analyze historical sales data, weather patterns, and market trends. This enables
farmers and distributors to anticipate fluctuations in demand and adjust their
inventory levels accordingly. As a result, excess waste is minimized, and the
supply chain becomes more responsive to consumer preferences.

Precision Logistics and Route Optimization

The transportation of perishable goods in the food industry requires precision
and timeliness. Automation within Control Tower 2.0 optimizes route planning by
factoring in variables like traffic, road conditions, and delivery schedules.
Real-time tracking ensures that goods are transported through the most efficient
routes, minimizing transit times and reducing fuel consumption. This not only
enhances operational efficiency but also contributes to sustainability goals.

Risk Management and Quality Control

Control Tower 2.0’s automated systems monitor conditions such as temperature,
humidity, and storage environments in real-time. Any deviation from the
prescribed conditions triggers immediate alerts, enabling swift corrective
actions to prevent spoilage and maintain product integrity. This real-time
monitoring ensures that products meet regulatory requirements and customer
expectations.

Collaborative Supplier Management

Agricultural supply chains often involve multiple suppliers and stakeholders.
Automation within Control Tower 2.0 facilitates seamless collaboration by
providing a shared platform for all participants. Real-time visibility into
inventory levels, production schedules, and delivery status fosters better
communication and coordination among suppliers. This reduces delays, minimizes
stockouts, and ultimately improves customer satisfaction.


FINAL WORD

In conclusion, the integration of digitization and advanced technologies in
global supply chain management has led to a significant transformation in
logistics management, giving rise to Control Tower 2.0. This paradigm shift
signifies a departure from traditional, human-centric approaches, embracing
automation and digital integration to meet the demands of modern supply chains
for speed, accuracy, and adaptability. Control Tower 2.0 harnesses the power of
data-driven insights through real-time data streams from various sources,
employing artificial intelligence and machine learning algorithms to optimize
decision-making and foster collaboration across organizational boundaries.

However, despite the promising advancements, there are challenges that Control
Tower software companies face, particularly in an industry as complex and
cost-sensitive as supply chain management. The complexities and high
expectations associated with these solutions necessitate a delicate balance
between innovation, functionality, and ease of use to ensure effective
integration into day-to-day operations without adding labor-intensive
complexities. The need for robust, reliable, and industry-specific solutions is
paramount to meeting market demands and ensuring customer satisfaction.

In the context of the food and beverage industry, Control Tower 2.0 emerges as a
beacon of hope, addressing the unique challenges faced by food supply chains. By
serving as a nerve center orchestrating real-time data from diverse sources,
Control Tower 2.0 offers actionable insights to stakeholders, enabling informed
decisions and strategies. Through predictive analytics, precision logistics,
risk management, and collaborative supplier management, Control Tower 2.0
significantly enhances the efficiency and resilience of the food and beverage
supply chains. Ultimately, Control Tower 2.0 stands as a transformative
solution, revolutionizing the way the industry navigates the intricacies of
modern-day supply chain management, paving the way for a more efficient, agile,
and sustainable future.




ABOUT MORPHEUS.NETWORK

Morpheus.Network is intensely focused on helping companies and government
organizations eliminate inefficiencies and remove barriers to optimize and
automate enterprise supply chain operations. Their multi-award winning supply
chain middleware platform leverages transformational digital technologies such
as ML/AI, IoT and Blockchain and has over 150 integrations with leading
companies, including SAP, DHL, Fedex, Cargowise, Telefonica, Marsh, Swift and
more! Morpheus.Network helps clients maximize revenue through digitization and
process automation, protecting sensitive data, and untangling complex issues
with the legacy supply chain system while delivering effective, equitable, and
efficient global trade solutions.

“If you fix the supply chain, you fix the world!” — Dan Weinberger CEO &
Co-Founder


CONNECT WITH ONE OF OUR SPECIALIST ABOUT HOW WE CAN HELP YOU REMOVE FRICTION
FROM YOUR SUPPLY CHAIN


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WRITTEN BY LATHAN JAMES

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