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Logistics

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Introduction to Management Science
MGT 3304 01

Case Study
The Darby Company

Table of contents:

Introduction and Background………………………….P 2
Methodology
* Chart……………………………………………… P 3 * Answers to Questions…………………..................P 3-6
Solution and recommendations………………………...P 7
Application in the Moroccan context…………………..P 7
Conclusion……………………………………………..P 7
Minutes of the meetings……………………………......P 8
Sources……………………………………………........P 9

Introduction and Background: The case involves a company named The Darby that manufactures and distributes meters used to measure electric power consumption. Before gradually building a customer base throughout Texas, the Darby Company started as a small production plant in El Paso. As a first step, a distribution center was created in Fort Worth, Texas and then in Santa Fe, New Mexico. The El Paso plant then marketed its meters in different states, including Arizona, California, Nevada, and Utah. A third distribution center was opened in Las Vegas and a second production plant in San Bernardino, California. Manufacturing costs alter from one production plant to another. El Paso plant produces at a cost of $10.50 per meter. However, the San Bernardino plant’s cost are $0.50 less than the cost of the El Paso plant since it utilizes newer and more efficient equipment. Concerning the efficiency of the distribution system, not much attention was paid because of the company’s quick growth, but the company’s management crew decided to start addressing this issue due to its immense importance. As shown in the book, the cost of shipping a meter from each of the two plants (El Paso and San Bernardino) to each of the three distribution centers (Fort Worth, Santa Fe, and Las Vegas). The El Paso plant produces quarterly 30,000 meters, while the San Bernardino plant manufactures 20,000 meters. One of the limitations concerning these plants include that no shipments are allowed from the San Bernardino plant to the Fort Worth distribution center. Nine customer zones are being served from the three distribution centers.

This chart explains in more detail the current distribution and manufacturing system:

Methodology:
Total Supply: 50,000
Total Demand: 41,260
Legend:
A: El Paso | B: San Bernardino | C: Fort Worth | D: Santa Fe | E: Las Vegas | F: Dallas | G: San Antonio | H: Wichita | I: Kansas City | J: Denver | K: Salt Lake City | L: Phoenix | M: Los Angeles | N: San Diego |

Objective Minimize:
13.7AC + 12.7AD + 14.7AE + 13.9BD + 11.2BE+ 0.3CF+ 2.1CG + 3.1CH + 4.4CI+ 6.0CJ + 5.2DF + 5.4DG+ 4.5DH+ 6.0DI + 2.7DJ + 4.7DK + 3.4DL + 3.3DM + 2.7DN + 5.4EJ + 3.3EK + 2.4EL + 2.1EM + 2.5EN
Subject to:
AC + AD + AE < 30,000 (Total supply at El Paso)
BD + BE < 20,000 (Total supply at San Bernardino)
CF + CG + CH + CI + CJ – AC = 0 (Fort Worth distribution)

DF + DG + DH + DI + DJ + DK + DL + DM + DN – AD – BD = 0
(Santa Fe Distribution)

EJ + EK + EL + EM + EN – AE – BE = 0 (Las Vegas Distribution)
DN = 0 (Distribution Limitation)
EK = 0 (Distribution Limitation)
EL = 0 (Distribution Limitation) CF + DF = 6,300(Demand)
DG + CG = 4,880 (Demand)
CH + DH = 2,130 (Demand)
CI + DI = 1,210 (Demand)
CJ + EJ + DJ = 6,120 (Demand)
DK + EK = 4,830 (Demand)
DL + EL = 2,750 (Demand)
DM + EM = 8,580 (Demand)
DN + EN = 4,460 (Demand)

Question 1
(Our optimal solution takes in to consideration the production as well as the distribution cost.)
The optimal solution of the existing system is $620,770. This assumes that Las Vegas only serves Los Angeles and San Diego. While Santa Fe serves, Denver, Salt Lake City and Phoenix excluding customers from San Diego. If the company doesn’t change its current strategy, the distribution cost for the following quarter will remain the same.
Question 2
Objective Minimize:
13.7AC + 12.7AD + 14.7AE + 13.9BD + 11.2BE+ 0.3CF+ 2.1CG + 3.1CH + 4.4CI + 6.0CJ + 5.2DF + 5.4DG + 4.5DH + 6.0DI + 2.7DJ + 4.7DK + 3.4DL + 3.3DM + 2.7DN + 5.4EJ + 3.3EK + 2.4EL + 2.1EM + 2.5EN
Subject to:
AC + AD + AE < 30,000 (Total supply at El Paso)
BD + BE < 20,000 (Total supply at San Bernardino)
CF + CG + CH + CI + CJ – AC = 0 (Fort Worth distribution)

DF + DG + DH + DI + DJ + DK + DL + DM + DN – AD – BD = 0
(Santa Fe Distribution)

EJ + EK + EL + EM + EN – AE – BE = 0 (Las Vegas Distribution)
DN = 0 (Distribution Limitation)
EK = 0 (Distribution Limitation)
EL = 0 (Distribution Limitation) CF + DF = 6,300 (Demand)
DG + CG = 4,880 (Demand)
CH + DH = 2,130 (Demand)
CI + DI = 1,210 (Demand)
CJ + EJ + DJ = 6,120 (Demand)
DK + EK = 4,830 (Demand)
DL + EL = 2,750 (Demand)
DM + EM = 8,580 (Demand)
DN + EN = 4,460 (Demand)

By removing the limitations of the distribution centers without changing the current distribution strategy. These limitations including allowing Santa Fe distribution rights to San Diego customers, as well as giving Las Vegas distribution rights to Salt Lake City and Phoenix. These alterations would lower the existing system’s cost by $19,828 to $600,942.

Question 3 Making direct shipments to the customers causes the costs to be reduced drastically. In fact, the total cost is reduced from $620,700 to $553,534. This proves that getting rid of distribution centers can only be an improvement compared to the current strategy.

Solution and recommendations: The company should use transportation models to minimize manufacturing and shipping costs. In order to achieve this goal, the managers need to cut the middleman and ship directly to the customers, which will allow them to maximize their profit. By eliminating the distribution centers, The Darby Company can reduce its total costs from $620,700 to $553,534, which can be seen as an improvement compared to the current strategy.

Application in the Moroccan Context:

The case study centers on the Darby Company which involves production plants and several distribution centers. Morocco contains some companies that have similar distribution system designs. For example, the construction materials company named Lafarge is a dominant leader in distributing cement all across Morocco. Lafarge was founded in 1883 with 76,000 employees in over 78 countries. The group registered its growth in a sustainable development strategy: value creation, environmental protection, and respect for employees and local cultures, as well as the economics of natural resources and energy. Lafarge places the customer at the heart of its concerns and provides industry professionals as well as the general public with innovative solutions for safety, comfort, and quality in their living environment.
In addition, the new strategic plan of Lafarge aims to make the distribution network a central reference of construction materials. The aim is to modernize the distribution channels for building materials in Morocco. In fact Lafarge doesn't want to completely rely on its distributors and is planning to ship directly to its customers by setting up a number of stores all across Morocco. This attempt is not only to get closer to customers but also to reduce costs and make more profit.

Conclusion:

The Darby Company should implement a strategy and use some transportation models that produce high quality meters and at the same time, minimize the costs regarding the new transportation routes between the manufacturing plants and distribution centers. The management team should predict by how much it should reduce the manufacturing and shipping costs. Minutes of the meetings: * Friday , from 17h-18h : reading the case and dividing the tasks among the group members * Each question was worked when the whole group was meeting to avoid mistakes. * Introduction and Background : Mohamed Aafer * Methodology: Kamal El Mouatani * Solution &Recommendations : Gumbo Kibelloh * Applications in the Moroccan Context : Ahmed Baira * Conclusion and minutes (of the meetings) : Samy Tahiri

* Saturday, from 17h-20h : gathering each part and reviewing them for any mistakes and errors * Working on the excel spreadsheets of the exercises

* Sunday, from 16h-17h30 : finalizing the case study, including formatting and proofreading

* Tuesday at 16h : Printing the completed case study and burning it in the CD

Sources

* http://www.archimedia.ma/a-la-une/actualites-btp/3230-lafarge-maroc-joue-la-carte-de-la-distribution * http://www.lafarge.ma/lafarge/fichiers/MET_FICHIER_NOM_FICHIER/LPMPe.JPG

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