In March 2000, the Phillips Semiconductor plant (Albuquerque, NM) was shut down for six weeks after being struck by lightning. The plant was responsible for producing electronic components for both Ericcson and Nokia. The six-week shutdown led to a shortage of components and according to the Wall Street Journal, "company officials say they lost [Ericsson] at least $400 million in potential revenue" and "when the company disclosed for the first time the damage caused by the fire publicly, its shares fell by 14% in a few hours” (Latour 2001). How is the severity of a supply chain disruption defined? entry/exit) of products. The inability of the Phillip Semiconductor plant to ship conductors has reduced Nokia and Ericsson's ability to produce, distribute and sell products customer demand, companies must develop an implementable strategy that guides the company during a crisis. Disruptions in the supply chain are one of the main reasons why these types of business strategies are needed. The number of natural and man-made disasters has increased considerably over the last ten years. According to an article on Armageddon Online, “during the period from 2000 to 2009, 385 disasters occurred, an increase of 233% from 1980 to 1989 and 67% from 1990 to 1999” (2010). Some other factors that commonly disturb the supply chain are transportation delays, port disruptions, and poor communication between the company and the supplier. In most cases, these types of events cause a bottleneck effect in the company's supply chain. The need for a robust strategy and technology These unpredictable events… middle of paper… and dynamic pricing is how stores reduce prices on products that are approaching or have reached their printed expiration date on the packaging. Assortment planning focuses on creating a display with the product that entices customers to purchase the product. Silent product rollover is how some companies slowly and quietly add new products to the market. The idea is to continue selling your product that is already part of the market without making the customer forget about the product because something newer is now available. Conclusion Technology and understanding make today's supply chains more efficient and available than ever. The slightest disruption in the supply chain can cost companies time, money and customers. This is the main reason why it is imperative to build a strategy/strategies that eliminate the effect of supply chain disruption.