Which option is not typically considered a supply chain KPI?

• A. Brand recognition
• B. OTIF
• C. Lead Time
• D. Inventory Turnover

Answer: (A)

The main idea here is to distinguish metrics that directly measure how well the supply chain operates from those that come from marketing or brand health. OTIF, lead time, and inventory turnover are classic supply chain KPIs because each one directly reflects a part of the chain’s performance: OTIF shows delivery reliability, lead time tracks speed from order to receipt, and inventory turnover measures how efficiently stock is turned into sales. Brand recognition, on the other hand, is a marketing metric that gauges how well the brand is known or perceived in the market. It influences demand planning but does not quantify the efficiency or effectiveness of the supply chain itself. So brand recognition is not typically considered a supply chain KPI.