supply chain management lecture 6. outline today –homework 1 due –chapter 4 –introduction to...

Supply Chain Management

Lecture 6

Outline

• Today– Homework 1 due– Chapter 4– Introduction to Excel Solver?

• Next week– Chapter 5

Designing a Supply Chain Network

In designing a supply chain, we need to consider how all supply chain drivers

should be used together to support the competitive strategy of a company and

maximize supply chain profits

Corporate Strategy

Competitive Strategy

Supply Chain Strategy

Responsiveness Efficiency

Facilities Inventory Transportation Information Sourcing Pricing

Factors Influencing Distribution Network Design

• Performance of a distribution network should be evaluated along two dimensions– Customer needs that are met (customer service)

• Response time (Time it takes for a customer to receive an order)• Product variety (Number of different products that are offered)• Product availability (Probability of having a product in stock)• Customer experience (Ease of placing and receiving orders)• Order visibility (Ability of customers to track their orders)• Returnability (Ease of returning unsatisfactory merchandise)

– Cost of meeting customer needs (supply chain cost)• Inventory (All raw materials, WIP, and finished goods)• Transportation (Moving inventory from point to point)• Facility & handling (Locations where product is stored, assembled,

or fabricated)• Information (Data and analysis of all drivers in a supply chain)

Design Options For a Distribution Network

• Two key decisions when designing a distribution network– Will the product be delivered to the customer location

or picked up from a preordained site?– Will product flow through an intermediary?

Retail Storage with Customer Pickup

• Example: Retail stores such as Wal-Mart and JCPenney

• Customers pick up product from retailers– Low transportation cost– High facility cost– Relative easy returnability– Increased inventory cost

• No order tracking necessary– If the product is available at the

retailer, the consumer buys. Otherwise goes to another retailer

• Effective for fast moving items

Retailer

Consumers

RetailerRetailer

DistributorWarehouse

Manufacturers


Manufacturer Storage with Direct Shipping (Drop Shipping)

• Example: eBags• Products are shipped directly to

the consumer from the manufacturer

• Retailer is an information collector: – Passes orders to the

manufacturers– It does not hold product

inventory• Inventory is centralized at

manufacturer• Drop shipping offers the

manufacturer the opportunity to postpone customization

• Effective for high value, large variety, low demand products

• High transportation cost

Retailer

Manufacturers

Consumers

Manufacturer Storage with Direct Shipping and In-Transit Merge

• Example: – Furniture retailers merge

couches and coffee tables produced by different manufacturers

– Dell merges a Dell PC with a Sony flat screen

• Shipments from multiple manufactures are merged before making a single delivery to the consumer

• Shipments to Mergers are larger so economies of scale is achieved

• Mergers increase facility costs• Response time may go up

RetailerMergers

Consumers

Manufacturers

Distributor Storage with Carrier Delivery

• Example: Amazon• Inventory is held at a

warehouse which ships to customer by carriers

• With respect to direct shipping– Inventory aggregation is less– Higher inventory costs– Facility costs are higher– Less information to track

• Warehouses are physically closer to consumers which leads to– Faster response time– Lower transportation cost

• Not effective for slow moving items


Manufacturers

Consumers


Distributor Storage with Last Mile Delivery

• Example: Milk delivery, Grocery delivery (Peapod, Albertsons), Denver Mattress

• Warehouse delivers to customers instead of carrier– Warehouses are located closer

to consumers– Transportation costs go up

because warehouses are not as effective as package carriers in aggregating loads to have economies of scale

• Warehouse may need to own a trucking fleet so the physical infrastructure costs are higher. – Products must be flowing fast

to justify the infrastructure– Processing cost are high


Manufacturers

Consumers


Manufacturer or Distributor Storage With Customer Pickup

• Example: 7dream.com• Customers come to pick up

sites (warehouse, retailer) to get the products– If consumers are willing to pick

up the products, let them do so. Otherwise, they would be charged for the delivery costs

• Order tracking is crucial. Consumers must be alerted when their order is ready for pick up. Once a consumer arrives at the pick up site, the products must be quickly located.

• Significant amount of information is required

• Increased handling cost


Manufacturers

Consumers


Comparing Distribution Networks

Retail storage with

customer pickup

Manufacturer storage with

direct shipping


in transit merge

Distributor storage with

package delivery

Distributor storage with

last mile delivery


customer pickup

Reponse time 1 4 4 3 2 4

Product variety 4 1 1 2 3 1

Product availability 4 1 1 2 3 1

Cusomter experience 1-5 4 3 2 1 5

Time to market 4 1 1 2 3 1

Order visibility 1 5 4 3 2 6

Returnability 1 5 5 4 3 2

Inventory 4 1 1 2 3 1

Transportation 1 4 3 2 5 1

Facility and handling 6 1 2 3 4 5

Information 1 4 4 3 2 5

1 = strongest performance6 = weakest performance


1. Retail Storage with Consumer Pickup

2. Manufacturer Storage with Direct Shipping

3. Manufacturer Storage with Direct Shipping and In-Transit Merge

4. Distributor Storage with Carrier Delivery

5. Distributor Storage with Last Mile Delivery

6. Manufacturer or Distributor Storage with Consumer Pickup


Retailer

Manufacturers

Consumers

RetailerMergers

Consumers

Manufacturers


Manufacturers

Consumers



Manufacturers

Consumers



Manufacturers

Consumers


Retailer

Consumers

RetailerRetailer


Manufacturers


From brick-and-mortar to click-and-mortar

Is e-business likely to be more beneficial in the early part or the mature part of a product’s life cycle?

In the future, do you see the number of distributors decreasing, increasing, or staying about the same?

Why should an e-business such as Amazon.com build more warehouses as its sales volume grows?

What has been the impact of e-business on supply chain cost?

What has been the impact of e-business on customer service?

Dell: Network Design (Europe)

A successful distribution network satisfies customer needs at the lowest possible cost

Dell: Network Design

As Cannon noted, the Dell build-to-order and “do it all ourselves” model served the company well for almost 20 years, but “the environment has changed.” Just a few years ago, Dell was positioned as the supply chain place where most of us needed to be: almost no finished goods or parts inventory; negative cash-to-cash cycle (paid by customers before paying suppliers); “have it your way” flexibility/the epitome of mass customization; sophisticated demand management techniques to drive buyers to what was most profitable or available in terms of PC configurations; cut out the middleman.

Now, it appears, Dell itself doesn’t want to be there.

“Our supply chain needs to change dramatically,” Cannon said.


Dell’s approach added a lot of complexity – and cost. He said, for example, that for many models, there were as many as 500,000 configuration options.

Why do that? “Because we could,” Cannon said. “We had a very flexible supply chain that allowed us to offer that level of configuration choice.”

That approach, in turn actually led to higher product costs in many cases. Here’s how. Base/entry models had to be built in a way that permitted all these add-ons to much higher end models. So, if/when customers configured their way up to a high-end unit, Dell made good money. But if a customer stayed with a basic offering, the company lost margin because the base unit versus the competition had extra costs to support the potential of high-end add-ons.


Dell has said it believes it can save $3 billion annually from various measures, and Cannon said most of that will come out of these changes to the supply chain over the next 2-3 years. It had sales of $61 billion last year, so that’s about a 5% reduction in total costs.

Dell to Migrate Manufacturing Operations from Ireland to Poland

Example: Dell Network Design Decision

$19

$23

$31

Example: Dell Network Design Decision

Romenia Poland IrelandFrance 23 19 31Germany 9 15 11Italy 23 21 40Spain 29 26 40United Kingdom 33 36 20

Romenia Poland Ireland DemandFrance 23 19 31 15,000.00Germany 9 15 11 20,000.00Italy 23 21 40 13,000.00Spain 29 26 40 12,000.00United Kingdom 33 36 20 19,000.00

Romenia Poland Ireland DemandFrance 23 19 31 15,000.00Germany 9 15 11 20,000.00Italy 23 21 40 13,000.00Spain 29 26 40 12,000.00United Kingdom 33 36 20 19,000.00Capacity 80,000 80,000 80,000Cost 18,000,000.00$ 17,500,000.00$ 24,500,000.00$

What is an Optimization Problem• Generally, an optimization problem seeks a

solution where decisions need to be made in a constrained or limited resource environment– Most supply chain optimization problems require

matching demand and supply when one, the other, or both may be limited

• An optimization problem comprises three major components– Decision variables– Constraints– Objective

Introduction to Excel Solver

• Installing Excel Solver– Goto Tools > Add-ins…– Select “Solver Add-in” and press OK

• Opening Excel Solver– Goto Tools > Solver

Example: Profit Maximization Problem

• The Windsor Glass Company is planning to launch two new products.– 8 feet glass door with aluminum framing– 4x6 feet window with wood framing

• Management of the company wants to determine what mixture of both products would be most profitable

Example: Profit Maximization Problem

Plant 1(Aluminum frames)

Plant 2(Wood frames)

Plant 3(Glass and assembly)

Windsor Glass Company

8 Feet Aluminum Frame Doors

1 hour

3 hours

2 hours

Profits

$3,000Excess cap. 4 hours

Excess cap. 12 hours

Excess cap. 18 hours

2 hours $5,000

4x6 Wood Frame Windows

Windsor Glass Company Model

• Inputs

• Decision variables– X1 number of batches of doors produced

– X2 number of batches of windows produced

Production time per batch (hours)Plant 1 Plant 2 Plant 3 Profit per batch

Doors 1 0 3 $3,000Windows 0 2 2 $5,000Available time (hours) 4 12 18


• Objective function– Maximize

3000 X1 + 5000 X2




• Constraints– Hours available in Plant 1

X1 4

– Hours available in Plant 22 X2 12

– Hours available in Plant 33 X1 + 2 X2 18

– Nonnegative production quantitiesX1 0, X2 0






• Objective function– Maximize 3000 X1 + 5000 X2

• Constraints– X1 <= 4 (Available hours Plant 1)

– 2 X2 <= 12 (Available hours Plant 2)

– 3 X1 + 2 X2 <= 18 (Available hours Plant 3)

– X1, X2 >= 0 (nonnegativity)



Objective functionMaximize profit =SUMPRODUCT(E4:E5,H4:H5)


• Constraints– X1 <= 4 (Available hours Plant 1)

– 2 X2 <= 12 (Available hours Plant 2)

– 3 X1 + 2 X2 <= 18 (Available hours Plant 3)


• Constraints– 0 <= 4 - X1 (Available hours Plant 1)

– 0 <= 12 - 2 X2 (Available hours Plant 2)

– 0 <= 18 - 3 X1 - 2 X2 (Available hours Plant 3)


ConstraintsPlant 1

DoorsWindowsAvailable time (hours) =B6-SUMPRODUCT(B4:B5,H4:H5)





• Constraints– 0 <= 4 - X1 (Available hours Plant 1)

– 0 <= 12 - 2 X2 (Available hours Plant 2)

– 0 <= 18 - 3 X1 - 2 X2 (Available hours Plant 3)


Windsor Glass Company Model using Excel Solver

Objective function

Decision variables

Constraints

Windsor Glass Company Model using Excel

Inputs VariablesProduction time per batch (hours)Plant 1 Plant 2 Plant 3 Profit per batch

Doors 1 0 3 $3,000 Doors 2Windows 0 2 2 $5,000 Windows 6Available time (hours) 4 12 18

ConstraintsPlant 1 Plant 2 Plant 3 Profit per batch

DoorsWindowsAvailable time (hours) 2 0 0

Objective functionMaximize profit 36,000$

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