Transcript Models from Chapter 4, 5 of Chopra
Designing the Supply Chain Network
Models from Chapter 4, 5 of Chopra & Meindl Byung-Hyun Ha [email protected]
Outline
Designing the Distribution Network in Supply Chain
Factors Influencing Distribution Network Design Design Options for Distribution Network Selecting Distribution Network Design
Models for Facility Location and Capacity Allocation
Designing Distribution Network
Factors Influencing Distribution Network Design
Customer needs that are met Cost of meeting customer needs Required Number of Facilities Response Time Total Logistics Costs Cost Response Time Inventory Transportation Facility Number of Facilities Number of Facilities
Designing Distribution Network
Elements of customer service influenced by network structure
Response time Product variety Product availability Customer experience • Ease with which customer can place and receive order Order visibility • Ability of customer to track their order from placement to delivery Returnability • Ease with which customer can return unsatisfactory merchandise and ability of logistics network to handle such returns
Designing Distribution Network
Supply chain costs affected by network structure
Inventories Transportation Facilities and handling Information infrastructure
Design Options for Distribution Network
Possible distribution network design
Manufacturer storage with direct shipping Manufacturer storage with direct shipping and in-transit merge Distributor storage with carrier delivery Distributor storage with last mile delivery Manufacturer or distributor storage with consumer pickup Retail storage with consumer pickup • Customers walking into store or ordering online
Design Options for Distribution Network
Manufacturer storage with direct shipping
Drop-shipping, demand aggregation, postpone customization Slow-moving/low-demand/high-value items
Manufacturer
Product Flow Information Flow
Retailer Customers
Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
L H L H H H H M L L
Design Options for Distribution Network
Manufacturer storage with direct shipping and in transit merge
e.g. PC from Dell along with Sony monitor low- to medium-demand and high-value items
Factories Retailer In-Transit Merge by Carrier Customers
Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
H L L H H H L M M H Product Flow Information Flow
Design Options for Distribution Network
Distributor storage with carrier delivery
High-level inventory at distributor Medium- to fast-moving items at distributor, loss of aggregation
Product Flow
Factories Warehouse Storage by Distributor/Retailer
Information Flow
Customers
Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
H M M M M M M L M M
Design Options for Distribution Network
Distributor storage with last mile delivery
Delivering to customer’s home instead of using package carrier e.g. grocery industry, water, bag of rice at dense city
Product Flow
Factories Distributor/Retailer Warehouse
Information Flow
Customers
Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
H M M L L L H H H M
Design Options for Distribution Network
Manufacturer or distributor storage with consumer pickup
Reusing existing pick-up site, customer participation
Factories Retailer
Product Flow
Cross Dock DC
Information Flow
Pickup Sites Customers
Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
L H H L H H ?
L ?
H Customer Flow
Selecting Distribution Network Design
Comparative performance
1: best performance Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability
Manufacturer storage with direct shipping Manufacturer storage with direct shipping and in-transit merge Distributor storage with carrier delivery Distributor storage with last mile delivery Manufacturer or distributor storage with consumer pickup Retail storage with consumer pickup 1 4 1 4 4 1 1 4 5 5 1 3 2 4 4 1 1 3 4 5 2 2 3 3 3 2 2 2 3 4 3 5 4 2 2 3 3 1 2 3 1 1 5 5 4 1 1 5 6 2 4 1 6 1 1 4 4 5 1 1
Selecting Distribution Network Design
Performance for different product/customer char.
+2: Very suitable, …, -2: very unsuitable High-demand product Medium-demand product Low-demand product Very low-demand product Many product source High product value Quick desired response High product variety Low customer effort
Manufacturer storage with direct shipping Manufacturer storage with direct shipping and in-transit merge Distributor storage with carrier delivery Distributor storage with last mile delivery Manufacturer or distributor storage with consumer pickup Retail storage with consumer pickup -2 -1 +1 +2 -1 +2 -2 +2 +1 -1 0 0 +1 -1 +1 -2 0 +2 0 +1 +1 0 +2 +1 -1 +1 +2 +1 0 -1 -2 +1 0 +1 0 +2 -1 0 +1 +1 0 -1 -2 +2 -1 +2 +1 -1 -2 +1 -1 +2 -1 -2
Network Design in the Supply Chain
A framework for network design decision
Competitive STRATEGY GLOBAL COMPETITION INTERNAL CONSTRAINTS Capital, growth strategy, existing network PRODUCTION TECHNOLOGIES Cost, Scale/Scope impact, support required, flexibility COMPETITIVE ENVIRONMENT
PHASE I
Supply Chain Strategy
PHASE II
Regional Facility Configuration TARIFFS AND TAX INCENTIVES REGIONAL DEMAND Size, growth, homogeneity, local specifications POLITICAL, EXCHANGE RATE AND DEMAND RISK
PHASE III
Desirable Sites AVAILABLE INFRASTRUCTURE PRODUCTION METHODS Skill needs, response time FACTOR COSTS Labor, materials, site specific
PHASE IV
Location Choices LOGISTICS COSTS Transport, inventory, coordination
Phase I: Supply Chain Strategy
A company’s competitive strategy
Defining set of customer needs that it seek to satisfy through its products and services
Value chain perspective
Product development strategy/marketing and sales strategy
Supply chain strategy
and achieving
strategic fit
e.g. Wal-Mart, McMaster Carr, Dell Finance, Accounting, Information Technology, Human Resources New Product Development Marketing and Sales Operations Distribution Services The Value Chain in a Company
Network Optimization Models
Useful tools for both Phase II and Phase IV
Questions for Phase II: “What regions to source demand in and how to configure network?” given,
Regional demand, tariffs, economics of scale, aggregate factor costs Not necessary to go to detail of specific plant locations Need to also consider less quantifiable factors such as political and regulatory climate, competition
Phase IV involves selecting specific facilities and allocating capacity within those selected, given,
Fixed facility cost, transportation cost, production cost, inventory cost, coordination cost
Phase II: Regional Facility Configuration
Capacitated plant location model
Example: SunOil, a global energy company • The world is divvied into 5 different regions: N. America, S. America, Europe, Asia, Africa • SunOil has regional demand figures, transport costs, facility costs and capacities • We will ignore tariffs and exchange rate fluctuations for now, and assume all demand must be met (so we can focus on minimizing costs) Question: • • Where to locate facilities to service their demand What size to build in the region (small or large), should they locate a facility there
Phase II: Regional Facility Configuration
Capacitated plant location model
n
: number of potential plant location • As we are considering two different type plants (small, large) for each region,
n
= 10
m
: number of markets
D j
: demand from market
j K i
: capacity of plant
i f i
: fixed cost of keeping plant
i
open
c ij
: variable cost of sourcing market
j
from plant
i
y i
= 1 if plant is located at site
i
, = 0 otherwise
x ij
: quantity shipped from plant
i
market
j
to min
s
.
t
.
i n
1
f i y i
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j m
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c ij x ij i n
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m j m
1
x ij
y i
{ 0 , 1 }
K i y i
for for
i
1 , ,
n i
1 , ,
n
Phase II: Regional Facility Configuration
Phase III: Desirable Sites
Gravity methods for location
x
,
y
: Warehouse Coordinates
x D F n n n
, : :
y n
: Coordinates of delivery location
n
Quantity to be shipped to delivery location Annual tonnage to delivery location
n n d n
(
x
x n
) 2 (
y
y n
) 2 min
n k
1
d n D n F n
Limitions?
Phase IV: Location Choices
Network optimization model
Example: TelecomOne merged with High Optic • • They have plants in different cities and service several regions Supply cities • Baltimore (capacity 18K), Cheyenne (24K), Salt Lake City (27K), Memphis (22K) and Wichita (31K) • Monthly regional demands • Atlanta (demand 10K), Boston (6K), Chicago (14K), Denver (6K), Omaha (7K) • They will consider consolidating facilities
Phase IV: Location Choices
Network optimization model
n
: number of plant location
m
: number of markets
D j
: demand from market
j K i
: capacity of plant
i c ij
: variable cost of sourcing market
j
from plant
i
x ij
: quantity shipped from plant
i
market
j
to min
i
1
j m n
1
c ij x ij s
.
t
.
i n
1
x ij
D j j m
1
x ij x ij
0
K i
for
j
1 , ,
m
for
i
1 , ,
n
Phase IV: Location Choices
Considering additional layers: simultaneously locating plants and DCs
DCs suppliers plants customer1 customer2 customer3 min
i n
1
f i y i
e t
1
f e y e
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