1 Supply Chain World Europe 2002, October, 2002, Amsterdam What is the Bullwhip Effect caused by? Study based on the Beer Distribution Game online Jörg Nienhaus ( Swiss Federal Institute of Technology (ETH) Zürich Logistics and Information Management
2 Agenda Part I Part II Part III Part IV What is the Bullwhip Effect? What are reasons for the Effect? The Beer Distribution Game: Simulating a Supply Chain What is the Role of Human Behavior in the Bullwhip Effect? (Study based on the Beer Distribution Game online) How can Supply Chains cope with the Effect?
3 The Bullwhip Effect Orders and Stocks in a Supply Chain OEM 1 st Tier 2 nd Tier 3 rd Tier Information (Orders) Material
4 The Bullwhip Effect Orders and Stocks in a Supply Chain OEM 1 st Tier 2 nd Tier 3 rd Tier Observations: Variation of stocks and orders increases up the supply chain from customer to supplier. The longer lead times of information and material are, the stronger the effect is. Famous example: Demand for Pampers disposal diapers, analyzed and published by Procter&Gamble
5 The Bullwhip Effect Main Reason for the Effect: It is inherent in the System! Current Demand Current Production Level Stock to meet Demand Effect is caused by lead time: If customer demand sinks, the supplier needs to empty its pipeline to avoid high capital costs. If it raises, pipeline needs to be filled to avoid backlog.
6 The Bullwhip Effect Secondary Reasons for the Effect Planning: Changing forecasts lead to changing safety stocks. Suppliers not only react on changed demand, they adapt the level of safety stock. Thus variability increases. Procurement in batches adds variability Behavior: Variability of prices (especially: promotions) has an effect on variability of demand. Facing shortage of supply customers tend to order more than their actual demand. After shortage is over, cancellations occur. Simchi-Levi, Kaminsky (2000): Designing and Managing the Supply Chain, p. 82
7 Agenda Part I Part II Part III Part IV What is the Bullwhip Effect? What are reasons for the Effect? The Beer Distribution Game: Simulating a Supply Chain What is the Role of Human Behavior in the Bullwhip Effect? (Study based on the Beer Distribution Game online) How can Supply Chains cope with the Effect?
8 The Beer Distribution Game Idea: A simple Simulation of a Make-to-Stock Supply Chain Goal: Retailer Wholesaler Distributor Factory Information (Orders) Material To miminize cost of capital employed in stock while avoiding out-of-stock situations. Costs: 0,50 per product on stock per round 1,00 per product, that could not be delivered
9 The Beer Distribution Game How much to order from your supplier? Order received from customer Products... on stock... being received... in transport Taking into account outstanding orders products in transfer and on stock How many products does my company need to meet future demand?
10 The Beer Distribution Game Results are surprising Orders Stocks Customer Retailer Wholesaler Distributor Factory
11 Agenda Part I Part II Part III Part IV What is the Bullwhip Effect? What are reasons for the Effect? The Beer Distribution Game: Simulating a Supply Chain What is the Role of Human Behavior in the Bullwhip Effect? (Study based on the Beer Distribution Game online) How can Supply Chains cope with the Effect?
12 The Role of Human Behavior Is there a Best Solution to the Simulation? If you could centrally plan supply chain operations (those of all four partners) how would you react on this customer behavior?
13 The Role of Human Behavior The Best Strategy does not even require central planning! Orders lead time of information (1 period) If each partner would target at a constant level of stock by simply passing on his customers order to his supplier... unexpected usage 4 Stock lead time x = 3 lead time of information and material (3 periods)... initial stock levels would cover the higher usage during the lead time of information and material. stock necessary 12
14 The Role of Human Behavior Human vs. Computer Performance This best solution, which was achieved by a group of computer players, only has costs of 228. Those are costs of capital employed in stock. Groups with humans in average have costs of about Generally speaking, the more human players are in a group, the higher costs are. Maximum costs achieved by a group of four humans: 1526
15 The Role of Human Behavior Humans tend to an extreme behavior. Penalty for out-of-stock situations Best solution (Computers only) Costs of Human Players Costs of Computer Players Strategy: Panic Cost of capital employed in stock Strategy: Safe Harbour of the Supply Chain
16 Agenda Part I Part II Part III Part IV What is the Bullwhip Effect? What are reasons for the Effect? The Beer Distribution Game: Simulating a Supply Chain What is the Role of Human Behavior in the Bullwhip Effect? (Study based on the Beer Distribution Game online) How can Supply Chains cope with the Bullwhip Effect?
17 How to cope with the Bullwhip Effect Measures Planning Reduce lead time of information (orders, demand and capacity forecast, point-of-sale data for the whole supply chain) Reduce lead time of material (Just-in-Time, Postponement) Behavior Decrease variability of prices Cooperation with suppliers on issues of demand and capacity (supply chain management).
18 Acknowledgements MIT, Systems Dynamics Group created the Beer Distribution Game in the early 60s Christoph Duijts contributed a lot of good ideas for the Beer Distribution Game online and implemented it in the course of his diploma thesis
19 You are invited to get known to the Bullwhip Effect: Thanks for your attention!
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