lubol india limitedb
TRANSCRIPT
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Lubol India LimitedA Case Study on the Structure of Distribution Network
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Introduction to the case
Target of LIL : To increase market share from 1% to 9%
3 Types of Outlets: NOC Retail Outlets (Petrol Pumps) Bazaar Trade (Automotive stores & Service Centres) Direct Large Customers (OEM’s, large fleet owners, & large
industrial customers)
Distribution Channels Own (Bazaar Trade and Unicorn) NOC (Retail and Direct)
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1.Criterion for selection of distribution network
(Narrow or Wide)
Expected market growth
Transportation Cost
Wholesalers cost
Professional CFAs
availability
Promotional campaign &
Risk mitigation
Inventory carrying cost &
handling losses
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Narrow Distribution Network
Ahmedabad CFA
LCW Trombay
Rajkot CFA
Ahmedabad(W&S)
Ahmedabad (E) Nadiad Dholka
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2.Recommendation for LIL
Location Demand Sales Tax
Operating Cost
Accessibility
Growth Opportunity
Policy Environment
Maharashtra, Gujarat, Tamil Nadu*+Kerala
High High High High High Supportive
UP*+Delhi, WBMP*+Bihar
High High Moderate Moderate Moderate Neutral
Chandigarh*+Punjab+Haryana+ HP
High Low Moderate Low Moderate Supportive
Karnataka, Andhra Pradesh
Moderate Moderate
Moderate Moderate High Supportive
Rajasthan Low Moderate
Low Low Moderate Supportive• The remaining markets can be more profitably catered through NOC retail channel as demand is low
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3.Criterion for method of Depot Management
Factors NOC Warehouse CFAs
Operating Cost Lowest Highest Moderate
Customer Service Lowest Highest Moderate
Operational Efficiency Lowest Moderate Highest
Customer Reach Highest Lowest Moderate
Division of Work Moderate Lowest Highest
Marketing Lowest Highest Moderate
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4.Selection of Distribution Nodes
Warehouse
High demand, Competition,
Responsiveness, Long term Plan
Gujarat, UP
CFAs
Moderate demand,
Operational Efficiency,
Expected ROI less
Bihar, Andhra
Pradesh, Rajasthan
NOC
Low Demand, Customer
scattered, Low Accessibility,
Growth Potential low
Low demand Markets
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5.Inventory Norms not Linear
• Batch production
• Demand uncertainity
• ABC classification
• Service frequency
• Supply uncertainity
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6.Recommended fee structure for CFAs
• CFA
Example: Andhra Pradesh
Sales=285 KL; Inventory=100 KLPhysical space Cost=7*50*100=Rs. 35,000 Fixed Operating Cost= Rs. 5000Variable Cost=100*285= Rs. 28,500
Total Cost= Rs. 68,500Revenue=48*285*1000= Rs. 1,36,80,000
Revenue/Cost= Rs. 199.7
Profit=12*285*1000= Rs. 34,20,000
• Own Warehouse
Example: Maharashtra
Sales=803 KL; Inventory=300 KLPhysical Space Cost=10*50*300= Rs. 1,50,000Fixed Cost= Rs. 25,000Variable Cost=100*803= Rs. 80,300
Total Cost= Rs. 2,55,300Revenue= Rs. 3,85,44,000
Revenue/Cost= Rs. 150.9Profit=12*803*1000= Rs. 96,36,000
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Contd..
• Fee structure should be according to strategic growth plan and customer service level so that participative growth is ensured and the entire distribution moves in harmony towards targeted growth
F=0.01*S1 + G + SG= [0.05* {S1-S0}] if G>=0 else G=0
S=0.05*(CSL-0.85)*(S1-C1)
Example: Andhra PradeshF=0.01*13680000 +0.05*478800 + 0.05*(0.9-0.85)*(12*285*1000) =136800 + 23940 + 8550Fee=Rs. 1,69,290
Cost=Rs. 68,500Profit to CFA agent=Rs.1,00,790
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7. Source Allocation
• Transportation model is the solution to this problem with known data of transportation cost per unit
Depots
Blending Sources
D1 D2 D3 D4 D5
S1 2 4 2 1 3
S2 2 6 3 7 5
S3 7 9 6 1 11
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Multiple depot Selection
Kolkata
Chennai
Mumbai
Chandigarh
Vadodara
Salem
• Existence of three sources influence the need for multiple depots
• High demand markets and locations away from blending plants and having maximum adjacent market coverage to be given preference for setting up depots
• Unnecessary Material handling cost can be reduced• Optimum distribution of inventory according to
demand
Existing plant location
Multiple depots
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THANK YOU