Bullwhip Efect Barilla Spa

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The Bullwhip Effect and Barilla SpA

The Bullwhip Effect is an observed phenomenon in forecast-driven distribution channels where there is variability up the supply chain.

Some of its causes are:

Dependent demand processing
Forecast Errors
Adjustment of inventory control parameters with each demand observation Lead Time Variability (forecast error during replenishment lead time) Lot-sizing/order synchronization
Trade promotion and forward buying
Anticipation of shortages
One way to achieve this is to establish a demand-driven supply chain which reacts to actual customer orders. The result is near-perfect visibility of customer demand and inventory movement throughout the supply chain. Better information leads to better inventory positioning and lower costs throughout the supply chain. Methods intended to reduce uncertainty, variability, and lead time: •Vendor Managed Inventory (VMI)

Just In Time replenishment (JIT)
Strategic partnership
Information sharing
Smooth the flow of products
ocoordinate with retailers to spread deliveries evenly
oreduce minimum batch sizes
osmaller and more frequent replenishments

Causes of the JITD program
The JITD was designed to mitigate the effects of fluctuating demand that strained Barilla’s manufacturing and logistics operations. This meant a reduction of finished good inventories translating into cost reductions. This would also reduce distribution costs, inventory level, and manufacturing costs.

Benefits JITD
Cost savings
Flexibility within production

Drawbacks of JITD
Inner resistance from Barilla’s employees especially sales assistants •Resistance from distributors
Grocers in Italy did not have the technology required for the JITD program to be efficient.

Inner barriers and problems
The main problem is the resistance form the company’s employees and distributors. There is a lack of communication between the management its employees and distributors. As...
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