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Strategic Supply Chain Management:Barilla sPA
Drainville, Julie, Pieris Sherline, Yu Zhewen, Ren Yuan, Okafo EKE, Ifeoma
ESC4710 _010
March 27, 2017
1
学 海 无 涯
Table of Contents
Case Study 2: Barilla SpA 3
Company Background3
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
Interpretation of JITD to salespeople 19
Effect on Sales Performance and Customer Satisfaction 19
2
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