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Supply Chain Essay

2658 words - 11 pages

Homework
 #4
 Supply
 Chain
 
 
 
 
 
 
 
 
 
 
 
 
 Selina
 Engel,
 CM
 3323
 
 
  Discussion
 Questions
 Chapter
 10
 
 
  1. What
  is
  the
  bullwhip
  effect
  and
  how
  does
  it
  relate
  to
  lack
  of
  coordination
  in
  a
  supply
 chain?
 
 
  The
 bullwhip
 effect
 is
 a
 phenomenon
 that
 fluctuation
 in
 orders
 increases
 as
 one
  moves
  up
  the
  supply
  chain
  from
  retailers
  to
  wholesalers
  to
  manufacturers
  to
  suppliers.
...view middle of the document...

  The
  struggle
  with
  cost
  and
  responsiveness
  hurts
  the
  relationships
  among
  supply
  chain
  partners
  as
  they
  seek
  to
  explain
  their
  lack
  of
  performance.
  The
  replenishment
  lead
  time
  is
  also
  going
  to
  be
  greater
  then
  desired.
  As
  a
  result
  of
  these
  factors
  the
  profitability
  and
  level
  of
  product
  availability
 decrease.
 
 
  3. In
  what
  way
  can
  improper
  incentives
  lead
  to
  a
  lack
  of
  coordination
  in
  a
  supply
  chain?
 What
 countermeasures
 can
 be
 used
 to
 offset
 this
 effect?
 
 
 
  Incentive
 obstacles
 occur
 in
 situations
 when
 different
 participants
 in
 the
 supply
  chain
 are
 motivated
 by
 self
 interest.
 Incentives
 that
 focus
 only
 on
 the
 local
 impact
  of
 an
 action
 result
 in
 decisions
 being
 made
 that
 achieve
 a
 local
 optimum
 but
 can
  avoid
 a
 global
 (supply
 chain)
 optimum.
 All
 supply
 chain
 partners
 must
 agree
 on
  global
  performance
  measures
  and
  structure
  rewards
  such
  that
  members
  are
  appropriately
 motivated.
 
  Sales
  force
  incentives
  also
  are
  responsible
  for
  counterproductive
  supply
  chain
  behavior.
  Commissions
  that
  are
  based
  on
  a
  single
  short
  time
  frame
  can
  be
  gamed
  by
  the
  sales
  force
  to
  maximize
  commission
  but
  these
  actions
  inadvertently
  increase
 demand
 variability
 and
 exert
 pressure
 on
 the
 supply
 chain.
 Commissions
  should
  be
  structured
  to
  provide
  incentives
  to
  consistently
  sell
  large
  volumes
  of
  product
  over
  a
  broad
  time
  frame
  to
  the
  sell-­‐through
  point.
  Another
  countermeasure
  is
  the
  use
  of
  appropriate
  managerial
  levers
  what
  means
  aligning
  goals
  across
  the
  supply
  chain,
  aligning
  incentives
  across
  functions,
  prizing
  for
  coordination,
 and
 altering
 sales
 force
 incentives
 from
 sell-­‐in
 to
 sell-­‐through.
 
 


 
 
  4.

What
  problems
  result
  if
  each
  stage
  of
  a
  supply
  chain
  views
  its
  demand
  as
  the
  orders
  placed
  by
  the
  downstream
  stage?
  How
 ...

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