Labyrinthine Case Study

8/3/2019 Labyrinthine Case Study

http://slidepdf.com/reader/full/labyrinthine-case-study 1/5



Copyrights Reserved by NEEV 2011 Symbiosis Centre for Management & HRD

Labyrinthine Page 2

Most of the companies are inefficient,

disorganized and have high bottom line which

stops them from being lean and follow their

strategic vision needed to make them

invulnerable. To get the bottom line in line

with company’s vision, optimization of

resources is the only choice. From capacity

constraints on factories to high freight costs,

satisfying all these constraints, meeting the

demands is the only objective in the business.

This game is designed to test your

optimization skills such that the all wholesaler

warehouse demands are satisfied, with

minimum cost.

A leading beer company SabFisher needs to

find out the production and route planning

strategy for its 6 products – QueenFisher,

Hiwords, RegalStag, CharlsBorg, Roaster,BadWiser.

There are 34 wholesalers, one in every city of

Maharashtra for which the forecasted

demand has been given for the current month

[Excel: Demand Sheet]. Demand is forecasted

with 100% accuracy in this market.

There are 4 plants, one each located in

Kohlapur, Chandrapur, Thane and Alibag

where the beer is produced by SabFisher. The

detail about the capacity of each beer brand

at every production location is given. [Excel:

Production Capacity].

The selling price for every beer brand is given

which is same in all the markets [Excel: Selling

Price].

LABYRINTHINE

Game Introduction

Game Details




Labyrinthine Page 3

Variable cost for per unit production and fixed

costs for each production line at every

location is given [Excel: Production Costs]. If

the production line is not used then the fixed

costs for that production line is not applicable

in total cost.

The distance between all the production

plants and customer cities is given. [Excel:

Distances]. Also Transportation Cost (Rs per

100 kg per km) = Rs. 2.5. [Excel:

Transportation Costs].

The entry of the aforementioned CPG

Company is in an industry with sustained

growth which leads to a growth of 10-15% in

the year with a 5% growth every quarter.

This growth is to be enjoyed by all the players

in the market. The company aims to target

20% of the total demand in each city as the

target demand that it believes can be

achieved. (Table1: Total Market Demand by

City) Adjust for the variability of the forecast

and plan the routes that the trucks will take.

All travel will be made by road. There are

many constraints in designing this system

which must be optimized.

Solution sheet is provided in excel. Please enter the quantity to be shipped from each plant to the

respective customer. E.g.

Filtration

PlantWholesaler

Distance

(km)

QueenFisher

Quantity

Shipped

Regular ('00kg)

Transportation Cost

Kohlapur Nandurbar 661 - Rs. -

Kohlapur Hingoli 605 - Rs. -

Kohlapur Washim 650 - Rs. -

Kohlapur Gondia 965 22 Rs. 53,075.00

Kohlapur Akola 696 - Rs. -

Kohlapur Amravati 757 - Rs. -

Kohlapur Alibag 349 - Rs. -

Kohlapur Ahmednagar 354 - Rs. -

Kohlapur Osmanabad 306 Rs. 461,295.00

How to Play

User entered quantity.

This indicates Kohlapur

produces 2200 kg of

QueenFisher which is

sent to Gondia




Labyrinthine Page 4

1. Decide the number and locations at

which the beer brands are to be

produced. If the particular brand is

produced at any location the fixed

cost of that brand at that location will

be applicable. Participant might

decide not to produce particular

brand at particular location.

2. Participant must make sure the

capacity is not exceeded at any

production line in any production

location. If this happens solution will

be considered invalid and entry will

be disqualified.

3. Overall capacity of any plant can

exceed. If extra capacity of plant is

used then for every kg produced

additional cost will be applied as given

in the excel sheet.

4. If the quantity shipped is more than

the demand at any location then only

demand quantity will be sold and

remaining inventory will be scraped

and will not earn any revenue.

5. The errors for overproduction will be

displayed in RED. The final solution

should not have any such errors else

the entry will be considered invalid.

6. The profit cell in given at the bottom

of the Solution sheet. The team which

maximizes the overall profit will be

declared winner. Participants also

need to submit 1 page report on the

approach they followed to come to

the final solution.




Labyrinthine Page 5

Each team will comprise of 2 members from the same institute.

A student cannot be part of more than one team.

One team can submit only one entry.

Only students of full time MBA can register.

There is no restriction on the number of teams from an institute.

The participants should submit the abstract in pdf format.

Each entry should have a cover page mentioning team name, participants, e‐mail ids and

mobile nos. of the team member(s) and the name of the institute they belong to. The format

for the same has been mentioned under.

Font Details: Times New Roman, 12 point, 1.5 line spacing

Word Limit: 1 Page

The case deliverables have to be mailed at “[email protected]”. Participants

shall receive an acknowledgement within 24 hours of mailing their entries.

Last date for submission is 19th

Nov ’11 before 23:59:59 hrs

All the files mailed should follow the format Labyrinthine_<Team Name>_<College Name>

The subject of the mail should be of the format Labyrinthine _<Team Name>_<College

Name>

The mail should contain the following details of the team members –

Sr. No Participant Name E-Mail ID Phone No

1

2

The name of the participants, college name etc. should be mentioned only on the cover page

and nowhere else in the entire document. Failure to adhere to this clause will result in

automatic disqualification.

The shortlisted teams will be invited on campus for subsequent rounds.

For any queries regarding the case write to us on [email protected]

Or Contact

Manoj Jaju +91 9765897297

Aniket Dahasahasra +91 9371923182

Rules and Regulations

http://[email protected]/



Documents

Labyrinthine Case Study