Copyrights Reserved by NEEV 2011 Symbiosis Centre for Management & HRD

LABYRINTHINE
Game Introduction

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 There are 34 wholesalers, one in every city of
with company’s vision, optimization of Maharashtra for which the forecasted
resources is the only choice. From capacity demand has been given for the current month
constraints on factories to high freight costs, [Excel: Demand Sheet]. Demand is forecasted
satisfying all these constraints, meeting the with 100% accuracy in this market.
demands is the only objective in the business.

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].

This game is designed to test your

optimization skills such that the all wholesaler
warehouse demands are satisfied, with
minimum cost.

Game Details
A leading beer company SabFisher needs to
find out the production and route planning The selling price for every beer brand is given
strategy for its 6 products – QueenFisher, which is same in all the markets [Excel: Selling
Hiwords, RegalStag, CharlsBorg, Roaster, Price].
BadWiser.

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Variable cost for per unit production and fixed the year with a 5% growth every quarter.
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: This growth is to be enjoyed by all the players
Distances]. Also Transportation Cost (Rs per in the market. The company aims to target
100 kg per km) = Rs. 2.5. [Excel: 20% of the total demand in each city as the
Transportation Costs]. target demand that it believes can be
achieved. (Table1: Total Market Demand by
The entry of the aforementioned CPG City) Adjust for the variability of the forecast
Company is in an industry with sustained and plan the routes that the trucks will take.
growth which leads to a growth of 10-15% in All travel will be made by road. There are
many constraints in designing this system
which must be optimized.

How to Play
Solution sheet is provided in excel. Please enter the quantity to be shipped from each plant to the
respective customer. E.g.

QueenFisher
Filtration Distance Quantity Transportation Cost
Wholesaler Shipped
Plant (km) User entered quantity.
Regular ('00
This indicates Kohlapur
kg)
Kohlapur Nandurbar 661 - Rs. - produces 2200 kg of
QueenFisher which is
Kohlapur Hingoli 605 - Rs. -
650 - sent to Gondia
Kohlapur Washim 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

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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
Labyrinthine
Symbiosis Centre for Management & HRD
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.
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Rules and Regulations

 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 “labyrinthine.neev11@gmail.com”. 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

 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 labyrinthine.neev11@gmail.com

Or Contact
Manoj Jaju +91 9765897297
Aniket Dahasahasra +91 9371923182

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