Driving sales through disintermediation approach: a case of RFL Plastics Limited in Bangladesh

RFL Plastics, subsidiary of RFL Industries, has unmatched plastic products whose name has received trust, quality and assurance all over Bangladesh. This paper is an exploratory case study that focuses on how this plastic manufacturing company reaches out directly to customers through their unique supply chain concept - disintermediation. Using case study methodology, we conclude that introduction of disintermediation in its supply chain management has mostly made 'RFL Best Buy', 'RFL Exclusive' and 'RFL Plastics Online Shop' the future of RFL Plastics, since it eliminates intermediaries and allows more managerial control over products. Moreover, given the non-perishable nature of products, RFL applies four different approaches in its supply chain, initiating from traditional hardware shops to the recent online shops. Disintermediation…