Who is the customer.
When you look at the total supply chain… the customer could be
End user of the actual product
Company or institution using the product
When you look at the specific firm in the supply chain
The customer could be an intermediate customer
(for example Pepsi sells Mountain Dew to Wal-Mart … in an effort to get it to the end user)
Lastly, looking from the logistics manager point of view… the customer is the delivery location.
This location could be a warehouse, a cross dock platform, or manufacturing plant.
WHAT EVER THE CUSTOMER… THEY ARE THE FOCAL POINT OF ESTABLISHING LOGISTICAL PERFORMANCE REQUIREMENTS.