Barilla 案例分析

Barilla 案例分析

Strategic Supply Chain Management:Barilla sPA

Drainville, Julie, Pieris Sherline, Yu Zhewen, Ren Yuan, Okafo EKE, Ifeoma

ESC4710 _010

March 27, 2017

1

Barilla 案例分析

Table of Contents

Case Study 2: Barilla SpA ....................................................................................................... 3

Company Background ....................................................................................................................... 3 Company Origins ............................................................................................................................ 3 Figure 1: Trend of Barilla Sales and Italian Price Index ................................................................. 4 Pasta Market Share ....................................................................................................................... 5 Figure 2: 1990 Italian Pasta Market by Market Share .................................................................... 5 Figure 3: 1990 European Pasta Market by Market Share ............................................................. 5 Figure 4: 1990 Italian Bakery Market by Market Share ................................................................. 6 Pasta Manufacture ......................................................................................................................... 6 Figure 5: Barilla’s Product Divisions ...................................................................................................... 6 Channels of Distribution ............................................................................................................. 7 Figure 6: An illustration of characteristic of Barilla’s Products .................................................. 7 Underlying Drivers and Cause of Fluctuation Demand......................................................... 7 Figure 7: Weekly Demand of Barilla Dry Products .......................................................................... 8 (Hammond, 1994, p.22). ............................................................................................................................. 8 Lack of Downstream Visibility .................................................................................................. 8 The Bullwhip Effect ....................................................................................................................... 9 (Chopra & Meindl, 2016) ......................................................................................................................... 10 Figure 8: Demand Fluctuation at Different Stages in the Supply Chain ............................... 10 Supply Chain Objectives ........................................................................................................... 11 Figure 9: Barilla Distribution Channel................................................................................................ 11 Pasta Demand Patterns ................................................................................................................. 11 Impact of Fluctuation Demand ................................................................................................... 12 Affected Line Items ..................................................................................................................... 13 Just in Time Distribution (JITD) and cost reduction ........................................................... 14 Functions of Just in Time Distribution ..................................................................................... 14 Barilla Implementation of Just in Time Distribution ......................................................... 16 Customer Resistance ...................................................................................................................... 17 Customer Persuasion ..................................................................................................................... 17 Internal resistance .......................................................................................................................... 18

2

Barilla 案例分析

Interpretation of JITD to salespeople ....................................................................................... 19 Effect on Sales Performance and Customer Satisfaction .............................................. 19 Effects on Promotions ............................................................................................................... 20 Channel Decisions ........................................................................................................................... 21 Downstream Supply Chain Visibility ................................................................................... 21 (Weblearnindia 2014)............................................................................................................................... 22 Figure 10: Visualization of a Supply Chain ....................................................................................... 22 Visibility - Upstream from the Manufacturer ................................................................... 23

References ................................................................................................................................ 25

3