Investigating the alignment of supply chain of a company with its products using developmental analysis method (Chang: case study)

World economics in 21st century has changed the method of organizations' performances. Other companies not only encounter with inner rivals, but also need to compete internationally to survive and achieve world market share. In this competitive business atmosphere, those companies that adapt themselves with this paradigm change are considered successful. One of the features of such successful organizations is supply chain alignment. In this research, supply chain alignment of Iran Khodro was taken into consideration. Also, in order to effectively cover supply chain alignment, key features of a product in different level of chain were determined. To determine the alignment, suggested framework called Fisher has been used. Also, to determine the key features, firstly, the characteristics of a product have been achieved by reviewing the thematic literature and library researches. Then, using a questionnaire, making dual comparison and Chang's developmental analysis, the weight of features were achieved in different levels of the chain. Following that, using Spearman's coefficient of correlation, the consensus about key features of the product was assessed in different levels of the chain. Also, using McNemar, responsiveness of the current supply chain of Iran Khodro to customers' need was assessed. According to the results of this research, 7 product key features in the supply chain of Iran Khodro consist of expense, quality, delivery, flexibility, delay, predictability of request and design. According to the analyses done in this field, it is claimed that the supply chain of Iran Khodro, based on Fisher framework, has correct alignment and adequately responds to customers' needs.