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Beer Game In Supply Chain Management

Question

1) What are the benefits of communication a. between levels (/Retailer/Distribution Center/Bottler/Brewery)? b. within levels (logistics/planner) in the supply chain? c. Specifically with the Brewery? (10 points each) 2) If you could change the structure of the network, assuming the rules on ordering, communication, and lead times are the same, how would you do it? Justify your answers. (40 points) 3) Suppose you were faced with a competitor who a) offered better lead times and your customers began defecting. How would you change the network rules, communications, etc., to respond given the continuing need to balance inventory and customer service? (15 points) OR b) offered lower prices and your customers began defecting. How would you change the network rules, communications, etc., to respond given the continuing need to balance inventory and customer service? (15 points) 4) What do you think the top five learning objectives of this exercise were and how well were they accomplished? What would you to do improve the exercise against the learning objectives? (50)

Solution

Title: Beer Game In Supply Chain Management
Length: 3 pages (827 Words)
Style: MLA

Preview

The beer game is normally played on a board and represents four components of the Beer Supply Chain. The components include the factory, distributor, wholesaler, and the retailer. Orders set by managers from all components including the stockpile on transit are represented by nickels located on the board. The task takes a more comprehensive look at its structure to apprehend the key challenges of managing a supply chain. The supply chain channels from the brewery, through a distributor and wholesaler to the reseller, who in turn sells beer to his end consumers. This detailed case investigates the changing behavior of a supply chain concerning finding a better supply chain management approach.

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