Over last two decades, a new approach has emerged: competitive advantage lies through the supply chain (SC). Especially unique set of relations between organisations in a supply network enables the achievement of competitive advantage through lower costs, greater differentiation and focus on niche segments. The success and failure of SCs are ultimately determined in the marketplace by the end consumer. Delivering the right product, at the right time, at the right price to the consumer is vital not only to achieve competitive success but also to survive in today's marketplace. Hence, understanding of marketplace requirements and customer satisfaction are crucial elements to consider for devising and revising the right SC strategy. Any competitive advantage arises from both the choice of SC activities and how they are performed. In this paper, a conceptual framework which is linking competitive capabilities to SC management (SCM) strategies through the aspects of demand and SC is provided. The idea behind such a framework is to give managers a guide while devising their SC strategies according to customer needs. It is aimed to detail the specific SC tools and techniques, as well as decisions which are required to service each SC process distinguished according to customer needs. A conceptual framework is built for SCs in order to meet marketplace requirements in alignment with business strategies.