Indian Ice-Cream Industry and Supply Chain Innovation at Geddy’s Team Name: Group 9 1 st Round Room RAWLS 3093 Xiang Li Della Mihardja Xiaoyang Chen MinqianGuo

GSCMI 2013 Case Competition 2 Contents (Xiang Li) Key Features FocusPlanning Data Analysis Recommen dation

GSCMI 2013 Case Competition 3 Key Features and Challenges (Xiang Li) Challenges High Cost Materials Availability Demand Forecasting Gain Market Share Market FeaturesProduct Features 1.High fixed cost structure 1.High quality ingredients required 1.Different Flavors 1.Customer Preference 1.Seasonality 2.Refrigeration required 1.Local competitors 2.FDI Approval - Key Features FocusPlanningData AnalysisRecommendation

GSCMI 2013 Case Competition 4 Focus (Della Mihardja)  Why Market Expansion as short-term focus?  Gain market share  Enhance brand name  Why Cost Efficiency as long-term focus?  Economies of Scale  Transportation  Production Efficiency  Eliminating waste Key Features Focus PlanningData AnalysisRecommendation

GSCMI 2013 Case Competition 5 Demand Shaping (XiaoyangChen) Key FeaturesFocus Planning Data AnalysisRecommendation

GSCMI 2013 Case Competition 6 Demand Shaping (XiaoyangChen) Expand Duration Promotion (Christmas, New Year..)

GSCMI 2013 Case Competition 7 Capacity Planning (XiaoyangChen) Low Season  Increase Sales Peak Season  Increase machines capacity by technology  Reduce bottlenecks  Use other plants Demand Forecasting:  Exponential Smoothing with Trend Aggregate Planning:  Chase Strategy  Different planning for different raw materials

GSCMI 2013 Case Competition 8 Weekly Profit vs. De-seasonalizeWeekly Profit (MinqianGuo) Target Service Level Policy Target Level for Top Margin Policy Key FeaturesFocusPlanning Data Analysis Recommendation

GSCMI 2013 Case Competition 9 Key FeaturesFocusPlanning Data Analysis Recommendation

GSCMI 2013 Case Competition 10 Flavor Sales vs. Total Sales (MinqianGuo) Key FeaturesFocusPlanning Data Analysis Recommendation

GSCMI 2013 Case Competition 11 Insight to BT (MinqianGuo) Key FeaturesFocusPlanning Data Analysis Recommendation

GSCMI 2013 Case Competition 12 Top 3 Margin Policy (MinqianGuo) Key FeaturesFocusPlanning Data Analysis Recommendation Profit = Margin * Demand

GSCMI 2013 Case Competition 13 Flavor Demand (MinqianGuo) LL has a low demand compared to others Key FeaturesFocusPlanning Data Analysis Recommendation

GSCMI 2013 Case Competition 14 Short Term Recommendation (Della Mihardja)  Modify Target Level for Top Margin Policy  90% in-stock level for top three most favorite flavors  Supplier policy  Contract (bulk-buying)  Product Customization  Implement Just Sundaes’ format to Go Geddy’s Retail outlet  Demand Forecasting Tool  Exponential Smoothing with Trend Key FeaturesFocusPlanningData Analysis Recommendation

GSCMI 2013 Case Competition 15 Long Term Recommendation (Della Mihardja)  Add more vendor  Price-setting  Different price for different flavors  Procurement  Disintermediation (eliminate agent)  Spare more working capital in USD  Subsidiary in free-port country  Transportation  Eliminate third-party logistics Key FeaturesFocusPlanningData Analysis Recommendation

GSCMI 2013 Case Competition 16 THANK YOU