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Case Study Of Barilla

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This case is about a logistics manager, Giorgio Maggiali, who has a good idea to improve its company supply chain performance but is facing substantial resistance. The following provides the reader context into the underlying difficulties currently facing Barilla and its ability its overall logistical capacity and capability.
1. The JITD program was created to deal with Barilla product delivery difficulties. What are the underlying causes of these delivery difficulties?
The underlying causes of Barilla product delivery difficulties are:
1) The increasingly felt effects of fluctuating demand. Demand variability strained Barilla manufacturing and logistics operations. This cause directly correlates to the Bullwhip effect that reflects …show more content…

Due to operational inefficiencies, large inventory holding and manufacturing costs exist that directly decrease the profit margin for the company.
4) Even if Barilla could increase production of high demand variability products, retailers still do not have enough room in their stores or warehouses to carry large inventories manufactures would like them to.
5) Barilla offers a diversified line of products/goods of more than 1,270 SKU’s. Adding to this complexity, distribution centers are limited in their ability to carry a large number of SKU’s at a given time.
2. The case shows two charts that indicate that demand variability in the national distribution center is higher than in the regional distribution center. What are the reasons for that increase in …show more content…

The Logistics Director is finding many barriers to the implementation of JITD. What is causing the internal and external resistance? How should Giorgio Maggiali deal with these resistances (both internal and external)?
The following are causing internal resistance:
1) Sales force is worried about job security. (Lower trade promotions, therefore, less work for them)
2) Resistance to change. Large restructuring of infrastructure to support JITD.
3) JITD will cause product reduction and with therefore cause more shelf space to open up at the distributor that could potentially give way to a competitor.
The following are causing external resistance:
1) The retailers and distributors would no longer decide when and what to order in regards to demand. They would be hostages to Barilla dictating to them when and what they will receive.
2) The distributors would need to increase their labor IOT support JITD – it will cost them more money and more work for cost savings that are NOT readily identifiable. This new method would cut into their

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