Designing the Supply Chain Network Models from Chapter 4, 5 of Chopra & Meindl Byung-Hyun Ha bhha@pusan.ac.kr

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 Number of Facilities Response Time Cost Inventory Transportation Facility 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 Inventory Transportation Facilities and handling Information L H Response time Product variety Product availability Customer experience Order visibility Returnability M

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 Inventory Transportation Facilities and handling Information L M H Response time Product variety Product availability Customer experience Order visibility Returnability

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 Inventory Transportation Facilities and handling Information M L Response time Product variety Product availability Customer experience Order visibility Returnability H

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 Inventory Transportation Facilities and handling Information H M Response time Product variety Product availability Customer experience Order visibility Returnability L

Design Options for Distribution Network Manufacturer or distributor storage with consumer pickup Reusing existing pick-up site, customer participation Inventory Transportation Facilities and handling Information ? L H Response time Product variety Product availability Customer experience Order visibility Returnability

Selecting Distribution Network Design Comparative performance 1: best performance 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 Inventory Transportation Facilities and handling Information Response time Product variety Product availability Customer experience Order visibility Returnability 1 4 5 3 2 6

Selecting Distribution Network Design Performance for different product/customer char. +2: Very suitable, …, -2: very unsuitable 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 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 -2 -1 +1 +2

Network Design in the Supply Chain A framework for network design decision Competitive STRATEGY GLOBAL COMPETITION PHASE I Supply Chain Strategy INTERNAL CONSTRAINTS Capital, growth strategy, existing network TARIFFS AND TAX INCENTIVES PRODUCTION TECHNOLOGIES Cost, Scale/Scope impact, support required, flexibility REGIONAL DEMAND Size, growth, homogeneity, local specifications PHASE II Regional Facility Configuration COMPETITIVE ENVIRONMENT POLITICAL, EXCHANGE RATE AND DEMAND RISK PHASE III Desirable Sites AVAILABLE INFRASTRUCTURE PRODUCTION METHODS Skill needs, response time PHASE IV Location Choices FACTOR COSTS Labor, materials, site specific 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 Dj: demand from market j Ki: capacity of plant i fi: fixed cost of keeping plant i open cij: variable cost of sourcing market j from plant i yi = 1 if plant is located at site i, = 0 otherwise xij: quantity shipped from plant i to market j

Phase II: Regional Facility Configuration

Phase III: Desirable Sites Gravity methods for location x, y: Warehouse Coordinates xn, yn: Coordinates of delivery location n Dn: Quantity to be shipped to delivery location n Fn: Annual tonnage to delivery location 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 Dj: demand from market j Ki: capacity of plant i cij: variable cost of sourcing market j from plant i xij: quantity shipped from plant i to market j

Phase IV: Location Choices Considering additional layers: simultaneously locating plants and DCs DCs suppliers plants customer1 customer2 customer3