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Chapter 2
Designing Distribution Networks &
Applications to Omni-channel Retailing
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Main Contents
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1.
KEY FACTORS
AFFECTING
DISTRIBUTION
NETWORK DESIGN
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Role of Distribution
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Performance of a Distribution Network
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Factors Influencing Distribution Network Design
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Factors Influencing Distribution Network Design
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Desired Response Time vs. Number of Facilities
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Inventory Costs vs. Number of Facilities
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Facility Costs vs. Number of Facilities
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Transportation Costs vs. Number of Facilities
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Logistics Cost, Response Time vs. Number of Facilities
→ Each firm should have at least the number of facilities that minimizes
total logistics costs.
→ If International
a firm wants to reduce the response time to its customers → increase
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the number
Vietnam ofUniversity
National facilities beyond the point that minimizes logistics costs.
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2.
DISTRIBUTION
NETWORK
CONFIGURATIONS
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Design Options for a Distribution Network
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Design Options for a Distribution Network
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1. Manufacturer Storage with Direct Shipping
(Drop-shipping) (1/3)
• Example: eBags,
Nordstrom.com,
and W.W. Grainger
• In most cases,
drop-shipping is
used to deliver slow
moving items to
customers.
Facilities and handling Lower facility costs because of aggregation. Some saving
on handling costs if manufacturer can manage small
shipments or ship from production line.
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2. Manufacturer Storage with Direct Shipping
and In-Transit Merge (1/3)
• Example: Apple to
serve European
customers that
purchase a
computer along with
accessories.
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2. Manufacturer Storage with Direct Shipping
and In-Transit Merge (3/3)
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3. Distributor storage with carrier delivery (1/3)
• Example: Amazon
and industrial
distributors such as
W.W. Grainger and
McMaster-Carr
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3. Distributor storage with carrier delivery (3/3)
• Example:
AmazonFresh,
Peapod, Tesco,
Instacart, and
Google Express
provide last-mile
delivery in the
grocery industry.
• Example:
7dream.com and
Otoriyose-bin,
operated by Seven-
Eleven Japan,
Tesco, Walmart,
Home Depot
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6. Retail Storage with Customer Pickup (1/3)
• Example: Home
Depot and Tesco. A
B2B example is
W.W. Grainger
• Inventory is stored locally at retail stores. Customers walk into the retail
store or place an order online or by phone and pick it up at the retail store.
• Inventory of fast-moving items at retail stores, whereas slow-moving items
areInternational
stocked University
at a central warehouse.
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6. Retail Storage with Customer Pickup (2/3)
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6. Retail Storage with Customer Pickup (3/3)
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3.
SELECTING A
DISTRIBUTION
NETWORK DESIGN
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Comparative performance of Delivery Network
Designs
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Performance of Delivery Network for Different
Product/Customer Characteristics
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Centralized vs. decentralized network designs (1/4)
What factors are affected with the decision over centralized or
decentralized management of the distribution network?
Example:
• Consider 2 identical retailers, with the same costs and characteristics, facing random
demand for a single product. We compare the two system, the decentralized and
centralized one. In the centralized pooled system, the retailers together operate a
joint inventory facility and take items out of the pooled inventory to meet demand. In
the decentralized system, each retailer individually orders from the manufacturer to
meet demand.
• We consider a single period of random demand. The probabilistic forecast of demand
faced by each retailer is depicted in the following table. The wholesale price is $80
per unit, the selling price of $125 per unit, salvage value of $20 per unit, and
production cost of $35 per unit. If the order quantity must be multiples of 1,000 units.
→ What’s each retailer’s best order quantity in a period in each system? What is
retailer’s expected profit? Manufacturer’s profit in each system?
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Probabilistic demand faced by each retailer
Manufacturer
Demand Probabilistic
8,000 11%
10,000 11%
DC (owned
by retailers) 12,000 28%
14,000 22%
16,000 18%
18,000 10%
Retailers
Customer demand
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Centralized vs. decentralized network designs (2/4)
• To identify the best production quantity, the firm needs to understand the
relationship between the production quantity, customer demand, and profit.
• Suppose the retailer makes order 10,000 units while demand ends at 12,000
units. It is easily verified that
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Centralized vs. decentralized network designs (3/4)
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Impacts on the decentralized system