1.
Draw the order fulfillment process starting from when
a customer places an order at a licensed retailer
until the delivery of the compactor is finished at the customer’s premises. For
each step of the process indicate which player in the supply chain is executing
that step. Also indicate where inventories are
kept, and how information flows.
Distribution Company is
involved in first step in
receiving order then manufacturing company i.e.
Handy Andy, Inc. is informed to about the
order. Pick, pack, and delivery is done by
either the retailer or distributor. Delivery
confirmation is done by manufacturer, distributor, and retailer.
Inventories are kept in the warehouse and
information flows through different marketing channels including newspaper, and
other advertising channels. Distribution Company is directly linked to retailer
outlet as well as the customer place. Customers can visit the licensed retailer
or the distributer directly to place the order.
2. Calculate how much money each player
in the supply chain makes for each compactor sold.
For standard model the given information is:
Retail Price $662.50
Wholesale Price $496.88
Manufacturing Cost $331.25
Retailer's Profit/Loss $143.27
Handy Andy's Profit/Loss $143.27
Distributor's Profit/Loss $210.34
Handy Andy Delivery Cost $22.36
Retailer Delivery Cost $22.36
From above:
Money made by Retailer = $143.27
Money made by manufacturer/Handy Andy = $143.27
Money made by Distributor = $210.34
3. Using your answers to questions 1 and
2, explain if the returns in the supply chain are proportional to the work
done. Are the incentives correctly structured in the supply chain?
Based on answers to questions 1 and 2, the returns in
the supply chain are not proportional to the work done. The incentives are nor
structured correctly in the supply chain. In the case of Handy Andy that is manufacturing
company as well, the company is just making $143.27 profit against $331.25
cost. On the other hand, distributor is making $210.34 profit that is much
higher than Handy Andy while the cost of distributor is always much lower than
the manufacturer money. Now, if we compare retailer with distributor then incentives
are correctly structured in the supply chain because profit of retailer is less
than the profit of distributor. On the other hand, if we compare retailer with
Handy Andy then profit is same for both while the cost of retailer is much
lower than Manufacturer Company which means that incentives are not correctly
structured in the supply chain.
4. Why is the distributor trying to
bypass the retailer?
The distributor is trying to bypass the retailer
because Handy Andy has allowed the distributors to directly sell their product to
the customers as well as retailers. Hence the distributors directly sell the product
through advertisement or word of mouth. Distributors, sometimes, try to bypass
the retailer by stealing their sales and directly calling end customers; this
is how they increase their profit.
5. What changes would you make if any to
resolve the issues? Justify your answer. You must consider if the process
requires any changes or not, and if the incentives require any changes or
not.
In order to resolve the issue of incorrect structure
of incentives and distributors bypassing the retailer, I would make the changes
in authority of the distributor. I would not authorize distributors to sell
products directly to end customers, they would be allowed to sell on the behalf
of retailer or the manufacturer.