上海交通大学：《供应链管理 Supply Chain Management》课程教学资料_Case Studies_SampleWork2013Fall_Barilla SPA（郑周龙）

供应链设计与管理 The fifth homework Student number:5080309369 Class number:F1003008 Name:郑周龙 Case study Barilla SPA 1.What are the reasons for the increase in variability in Barilla's supply chain? The supply chain of Barilla is highly variable because of a number of reasons.One of the major reasons is the fact that the distribution network for the firm is complicated because of the involvement of middlemen who make the supply chain longer and complex.In order to have adequate supplies,the firm depends on forecasting models, which are improper,rather than depending on the distributors who will provide accurate information from restock and refill strategy.Each of their product line has large SKUs, which lead to increase in labor costs and production costs thus further leading to increased variability in supply.In order to beat the many competitors,the firm uses frequent promotions increasing demand but at low prices further increasing labor and production costs.Barilla has two separate supply chain because it has to separate products namely dry and fresh products and thus the two products must be treated differently.The fresh product is from two central distribution centers that channel it to 70 regional warehouses while the most of the dry products are channeled to supermarkets. 2.How can the firm cope with the increase in variability The problem of increased variability can be solved by solving the problem brought about by the distribution system.Through the replenishment strategy,there is an agreement

供应链设计与管理 The fifth homework Student number : 5080309369 Class number : F1003008 Name : 郑周龙 Case study : Barilla SPA 1. What are the reasons for the increase in variability in Barilla’s supply chain? The supply chain of Barilla is highly variable because of a number of reasons. One of the major reasons is the fact that the distribution network for the firm is complicated because of the involvement of middlemen who make the supply chain longer and complex. In order to have adequate supplies, the firm depends on forecasting models, which are improper, rather than depending on the distributors who will provide accurate information from restock and refill strategy. Each of their product line has large SKUs, which lead to increase in labor costs and production costs thus further leading to increased variability in supply. In order to beat the many competitors, the firm uses frequent promotions increasing demand but at low prices further increasing labor and production costs. Barilla has two separate supply chain because it has to separate products namely dry and fresh products and thus the two products must be treated differently. The fresh product is from two central distribution centers that channel it to 70 regional warehouses while the most of the dry products are channeled to supermarkets. 2. How can the firm cope with the increase in variability? The problem of increased variability can be solved by solving the problem brought about by the distribution system. Through the replenishment strategy, there is an agreement

between the supplier and the firm.Through this,the firm will be able to share with the suppliers the data about inventory and frequency and thus be able to meet their demands.If the products are delivered under the agreement between the firm and the suppliers,JIT(Just in Time)distribution system will be followed and therefore customer satisfaction will be increased. 3.What is the impact of transferring demand information across the supply chain? By transferring demand information across the supply chain,it will mean that information is shared between the suppliers and Barilla.This will lead to positive effects since the replenishment strategy will be combined with the JIT strategy and thus be able to support the fluctuations of demand,reduce the inventory kept in the warehouses and reduce stock-out rates.This will mean that want is produced balances with what is demanded implying that demand and supply balances 4.Can the VMI strategy solve the operational problems faced by barilla?Why? VMI strategy will help in solving the operational problems faced by Barilla since the biggest challenge for this firm is the fluctuation in demand.This strategy will ensure that the suppliers are responsible over the supply decisions since they will have to determine the inventory levels and the delivery frequency.This will ensure that the agreed upon stock levels are maintained for the suppliers will supply according to the required levels.VMI will also help the firm in tracking performance data for instance out- of-stock data and thus be able to order for it in time.With VMl,the firm will be able to reduce costs of distribution as well as manufacturing and inventory costs.It will further help the firm to decrease the risk,which may arise from out of stock situation in case demand fluctuates and thus increase customer services and sales

between the supplier and the firm. Through this, the firm will be able to share with the suppliers the data about inventory and frequency and thus be able to meet their demands. If the products are delivered under the agreement between the firm and the suppliers, JIT (Just in Time) distribution system will be followed and therefore customer satisfaction will be increased. 3. What is the impact of transferring demand information across the supply chain? By transferring demand information across the supply chain, it will mean that information is shared between the suppliers and Barilla. This will lead to positive effects since the replenishment strategy will be combined with the JIT strategy and thus be able to support the fluctuations of demand, reduce the inventory kept in the warehouses and reduce stock-out rates. This will mean that want is produced balances with what is demanded implying that demand and supply balances. 4. Can the VMI strategy solve the operational problems faced by barilla? Why? VMI strategy will help in solving the operational problems faced by Barilla since the biggest challenge for this firm is the fluctuation in demand. This strategy will ensure that the suppliers are responsible over the supply decisions since they will have to determine the inventory levels and the delivery frequency. This will ensure that the agreed upon stock levels are maintained for the suppliers will supply according to the required levels. VMI will also help the firm in tracking performance data for instance out- of-stock data and thus be able to order for it in time. With VMI, the firm will be able to reduce costs of distribution as well as manufacturing and inventory costs. It will further help the firm to decrease the risk, which may arise from out of stock situation in case demand fluctuates and thus increase customer services and sales