Abstract:
The purpose of the research paper is to identify the prominent factors relevant to supply shortage and provide
recommendations to ABC (Pvt) Ltd in order to overcome the shortage in the supply of coconuts and it will facilitate the
company to cater the international market for coconut-based products. Researchers have developed what are the reasons
for inadequate supply? and how the supply shortage can be reduced? as research questions in order to address the
problem of supply shortage in coconuts compared to the international demand. Moreover, qualitative research followed
by a phenomenological research strategy was conducted to solve the research problem and in-depth interviews with the
internal and external parties of ABC (Pvt) Ltd were held for the data collection. Correspondently, thematic analysis was
used to analyse the data. Finally, the research has identified prominent reasons for the lack of supply of coconuts and
provided recommendations along with the incorporation of the partnership model. The applicability and the preferences
of deploying partnership model as Supplier relationship Management (SRM) theory as and with the aim of reducing the
sup shortage in coconuts in which it will assist ABC (Pvt) Ltd to satisfy the international demand for coconut-based
products were discussed under the study.
