1. The Bullwhip Effect By: Shannon Reimer

2. What’s covered? Bullwhip effect definedBullwhip effect defined Results of the bullwhip effectResults of the bullwhip effect Causes of the bullwhip effectCauses of the bullwhip effect An exampleAn example Reducing the bullwhip effectReducing the bullwhip effect Your firm and the bullwhip effectYour firm and the bullwhip effect SummarySummary

3. Bullwhip Effect Defined The bullwhip effect is the uncertainty caused from distorted information flowing up and down the supply chain.

4. Who is affected? Nearly all industries are affected!Nearly all industries are affected! Firms that experience large variations in demand are at risk.Firms that experience large variations in demand are at risk. Firms that depend on suppliers upstream or distributors and retailers downstream may be at risk.Firms that depend on suppliers upstream or distributors and retailers downstream may be at risk.

5. Results of the bullwhip effect Excess inventoriesExcess inventories Problems with qualityProblems with quality Increased raw material costsIncreased raw material costs Overtime expensesOvertime expenses Increased shipping costsIncreased shipping costs

6. Results of the bullwhip effect - continued. Lost customer serviceLost customer service Lengthened lead timeLengthened lead time Lost salesLost sales Unnecessary adjusted capacityUnnecessary adjusted capacity

7. Causes of the bullwhip effect Un-forecasted sales promotionsUn-forecasted sales promotions Sales incentivesSales incentives Lack of customer confidenceLack of customer confidence Customers turning back sales ordersCustomers turning back sales orders Freight incentivesFreight incentives

8. Bullwhip effect - an example Chronology of company “X’s” supply chain problem. Company X produces widgets for sale on the open market.Company X produces widgets for sale on the open market. Customer demand for Company X’s widgets become stagnantCustomer demand for Company X’s widgets become stagnant Retailers offer a sales promotion to boost sales of Company X widgetsRetailers offer a sales promotion to boost sales of Company X widgets

9. Example – continued Retailers fail to notify manufacturers of sales promotionRetailers fail to notify manufacturers of sales promotion Company X recognizes that demand for widgets has increased.Company X recognizes that demand for widgets has increased. Company X increases inventory to allow for increased manufacturing of widgets.Company X increases inventory to allow for increased manufacturing of widgets.

10. Example - continued Company X notifies part suppliers of increased demand.Company X notifies part suppliers of increased demand. Suppliers increase inventory to meet demand.Suppliers increase inventory to meet demand.

11. Moral of the story Distorted information along the supply chain caused inventory levels to increase along the supply chain which may result in increased inventory costs, poor customer service, adjusted capacity and many other problems associated with the bullwhip effect.

12. Supply Chain in Equilibrium Customer demand forecast = 10 units SuppliersProducersDistributorsRetailers Products & Services Information Cash Key:=Inventory Levels 10 Units Retailers are selling product at a constant rate and price. Firms along the supply chain are able to set their inventory to meet demand.

13. Supply Chain Disrupted Customer Demand forecast = 20 units Suppliers Producers Distributors Retailers Products & Services Information Flow Cash Flow Key:=Inventory Levels 160 Units80 Units40 Units 80 Units40 Units20 Units As demand increases, the distributor decides to accommodate the forecasted demand and increase inventory to buffer against unforeseen problems in demand. Each step along the supply chain increases their inventory (double in this example) to accommodate demand fluctuations. The top of the supply chain receives the harshest impact of the whip effect.

14. Solving the Bullwhip dilemma Improve communication along the supply chain.Improve communication along the supply chain.  Retailers notifying firms upstream of sales promotions will help clarify demand signals from consumers  Improved information will improve demand forecasts upstream in the supply chain.

15. Solving the Bullwhip dilemma - continued Improve sources of forecast dataImprove sources of forecast data  Firms can use data from Point of Sale computer systems to derive data from forecasting  Firms along the supply chain can use EDI systems to retrieve data on items that are legitimately being purchased by customers

16. Solving the Bullwhip dilemma - continued Work with firms upstream and downstream in the supply chainWork with firms upstream and downstream in the supply chain  Create smaller order increments to decrease time between orders. Order processing will become closer to real-time.  Work to develop consistent pricing of products to avoid demand fluctuations from the sale of inexpensive products.

17. Reducing the bullwhip effect in your firm Are prices in your supply chain stable?Are prices in your supply chain stable? Is information between firms along the supply chain accurate and timely?Is information between firms along the supply chain accurate and timely?

18. Reducing the bullwhip effect in your firm Is sales being forecasted on projected data?Is sales being forecasted on projected data? Are you forecasting sales using data from EDI or Point of Sale computer systems.Are you forecasting sales using data from EDI or Point of Sale computer systems. Are incentives for sales representatives along the supply chain at minimum?Are incentives for sales representatives along the supply chain at minimum?

19. Reducing the bullwhip effect in your firm Are orders being placed in small increments?Are orders being placed in small increments? Are batch orders reduced to minimum levels?Are batch orders reduced to minimum levels?

20. Reducing the bullwhip effect in your firm If you answered no to any of the previous questions regarding your firm and the bullwhip effect, then you may have an opportunity to reduce costs to your individual firm.

21. Summary Bullwhip effect is caused from distortions in information along the supply chainBullwhip effect is caused from distortions in information along the supply chain Results of the bullwhip effect can include: excess inventories, problems with quality, increased costs, overtime expenditures, lost customer service, lost sales and more.Results of the bullwhip effect can include: excess inventories, problems with quality, increased costs, overtime expenditures, lost customer service, lost sales and more.

22. Summary - Continued Causes of the bullwhip effect may include: poor forecasting of sales, incorrect information along the supply chain, sales incentives, sales promotions and lack of customer confidence.Causes of the bullwhip effect may include: poor forecasting of sales, incorrect information along the supply chain, sales incentives, sales promotions and lack of customer confidence.

23. Summary - Continued Solutions to the bullwhip effect include: improved information flow between firms along the supply chain, stable pricing, small order increments, focused demand on EDI or POS systems and removal of sales incentives.Solutions to the bullwhip effect include: improved information flow between firms along the supply chain, stable pricing, small order increments, focused demand on EDI or POS systems and removal of sales incentives.

24. Helpful Readings Supply Chain Management: Cracking the Bullwhip Effect Michael DonovanSupply Chain Management: Cracking the Bullwhip Effect Michael Donovan Taming the Bullwhip EffectTaming the Bullwhip Effect Ram Reddy The Bullwhip EffectThe Bullwhip Effect Factory Logic whitepaper Operations Management 4 th editionOperations Management 4 th edition Roberta S. Russell & Bernard W. Taylor