midtermexam2013larrinagaverdefinitiva

Surn

Nam

Case

The mainoverevercall

The its cshopthantypiccomneedsupe

The as 1ordemod

L & theithanitemfina

Que

Becaoffe

O

name______

me_________

e study I

Lancaster &ntenance per the phone rything a maaway—withi

company cocustomer. L pped aroundn 1% of theircally is not t

mbined orderded right awervisor who c

annual volu10 units a yeers are sent dest. The co

Y has been r sole supplin one hundrems carried byncial penalti

estion 1 (2p)

ause of yourr? Why? Pr

Operations M

___________

__________

& York Distriersonnel. Thand shippedintenance oin a day."

onsiders the & Y’s pricesd. They do nr total businhe primary sr value of $20way, or a scan get a com

me of an aveear. The comcomplete wmpany is pri

approached er for mainted fold. It wy L & Y. In rees for late sh

r expertise inresent your a

Managemen

___________

___________

bution Comhe company by UPS out peration ma

individual ms are relativenot give any ess. L & Y hsupplier of a 0 to $350. Msmall $‐valuemplete orde

erage item cmpany enjoywithin a day)vately held.

by the purctenance prodwould also reeturn, the cuhipments by

n managing oanswer (toge

nt

___________

___________

pany is a remaintains a of the warehy require. Its

maintenance ely high—youdiscounts frhas not beengiven item t

Many orders e order whr taken care

arried by L&ys a superior. The comp

chasing depaducts. This wesult in a notustomer requL&Y.

operations, tether with an

1

__________

__________

egional, full l catalogue ohouse withins motto is: ”E

supervisor, ru can get almom publishen certified asto a given co involve eithere the maof by just on

&Y is about 2r reputation pany has bee

artment of a would increaticeable incruests an imm

the CEO of Lny assumptio

___________

□ A

line, distribuof 75,000 odn a day. The Everything y

rather than tmost anythined list price. s a preferredompany. Theher an emergjor factor isne telephone

00 units, witfor service,

en consistent

large industase the salesease in the pmediate 25%

L & Y is seekions you deem

MidTerm

___________

ADE □

utor of partsd active SKUcompany caou need for

the corporatng they sell aTheir largesd supplier bye typical ordegency situatios the convee call.

th some slowproduct quatly very prof

trial custome volume to tpredictability% discount fro

ng your advm necessary)

m Exam Cours

___________

ADE +PDD

s, tools and Us (items). Oarries a full limaintenanc

te purchasingas much as 3st customer y any of its er is for two on where a enience of t

w moving iteality and defitable, but g

er suggestinthis single cuy of demandom list price

vice: Should ).

se 2012‐ 13

___________

□ ADE +D

supplies useOrders are tne of produce is only a ph

g departmen30% lower ifaccounts forcustomers ato six items,particular itethe mainten

ms selling aslivery (99% ogrowth has b

g L & Y becoustomer by md for many os, and signif

L & Y accep

__

DER

ed by aken cts—hone

nt, as f you r less nd it , at a em is ance

s few of all been

omes more of the icant

t the

Case

GenGen

auto

large

2008

the

corp

need

redu

flexi

The

prod

Fluc

vehi

Zen

Zenv

to p

deve

Zenv

nam

cars

For

clea

suita

its st

vehi

supe

the

mak

Oper

e Study II

neralMoteral Moto

omobile man

est car man

8. The comp

need to ma

porate objec

d to provide

uce unit co

ibility to ada

vehicles are

duction proc

tuating dem

icles produce

nvoautom

vo Automoti

produce a un

elopment fo

vo Automot

med the Zenv

to be built a

the enginee

r list of crite

able for ever

triking pose

icle that dem

ercars takes

Zenvo name

kes us able to

ations Mana

tors(GM)ors is a

nufacturing

ufacturer in

pany's opera

tch custome

ctive. These

e several mo

ost of prod

pt to changi

e produced i

cess conceale

mand affects

ed over a pe

motive

ive was foun

nique hand

or the proto

tive started

vo ST1. It wil

and sold to s

ers and desig

eria was mad

ryday use. T

the Zenvo S

mands atten

place in our

e a reality. S

o communica

agement

:United St

and the se

the world s

tion is guide

ers need wit

ranges from

odels of vehi

duction and

ng demand.

n the compa

ed from the c

s the compa

riod to cope

nded with on

built superc

otype starte

a series pr

l be a limited

pecially app

gners within

de to ensure

The car is 100

T1 is the res

ntion but re

r hyper mode

Since we wo

ate better an

M

tates

cond

since

ed by

th its

m the

icles,

the

anies' manuf

customer un

any. Althoug

with variatio

nly one goal

car. The rese

ed in 2004.

roduction of

d edition wit

roved custom

Zenvo Auto

e the car wo

0% built in D

ult of clever

emains purp

ern producti

rk very close

nd to follow

Mitderm Exa

2

facturing pla

ntil the outpu

gh productio

on in deman

in mind ‐

earch and

In 2009,

f the car,

th only 15

mers.

omotive, a

ould not only

Denmark. Fro

r danish desig

poseful and

on hall with

ely with mos

the develop

m

ants located

ut (automob

on can be re

nd, the fixed

y be a trackw

om its impre

gn. All these

practical. Th

our dedicat

st of our par

ing much clo

C

in several re

ile) is ready f

educed in te

costs would

worthy supe

essive list of

features are

he developm

ed team of m

rtners we try

oser to obtai

Course 2012

egions of th

for utilisatio

erms of num

remain cons

ercar but a ca

mechanical

e blended to

ment and pr

motoring en

ry to use loc

n the best p

2‐2013

e world with

n

mber of uni

stant.

ar that woul

specification

ogether to fo

roduction of

thusiasts ma

al suppliers.

ossible resul

h the

ts of

ld be

ns to

orm a

f our

aking

This

t.

Que

Comope

Oper

estion 1 (2p)

mpare both crations.

ations Mana

ompanies un

agement

nder the Fou

M

ur V framewo

Mitderm Exa

3

ork offering s

m

some sugges

C

stions about

Course 2012

how to man

2‐2013

nage their

Case

Dickrestwhopatr194andham

Thewhawithequthe Rayshakhe McDmen

Mosunifsencomitemfor

In Jumenfeat

By 1seco

McDhabconjDelu

Oper

e Study III

k and Mac taurant in o went frorons parke48, the broth introduce

mburgers, fr

y standardat they termh exact proipment. Evketchup waKroc, who kes, met thbecame a Donald brotnu, low pric

st restauranform standior chairmampany’s opems, had a fareally diggin

une 1976, Mnu item buturing the E

1983 the giond‐largest

Donald’s drits. To addjunction wiuxe.

ations Mana

McDonald o1941, relyim car to cd in the rhers abandoed self‐serrench fries,

dized their med the “Soduct speciery hamburas applied theld the ne McDonaldnational frthers’ first rces, and fast

nts in the 1ards rare aan of McDoerating systacility that wng in on eve

McDonald’sut a new mEgg McMuff

ant of the chicken ret

rew on its tress concerith Keyston

agement

opened theng on carhcar—to takrestaurant’soned their prvice windand milk sh

preparatiopeedee Serifications arger, for exthrough a pational mard brothers ranchise agrestaurant t service.

1960s and 1and nearly nald’s, stretem: “It wawas small, aerything.”

s franchiseemeal—breafin, hotcake

hamburgertailer in the

traditional srns about ne and Aubu

M

eir first drivhops— waike orders frs large lotpopular fordows, 15‐chakes.

n methodsrvice Systemnd customiample, waspump disperketing righin 1954. Heent for thein San Bern

1970s offereimpossiblessed the crsn’t becausand used a

es introducekfast. McDs, scramble

business, ie food‐servic

strengths tonutrition, Murn Univers

Mitderm Exa

4

ve‐in ters rom . In mat cent

s (in m,”) ized s prepared nser that rehts to the me was so impe brothers,nardino, Cal

ed a varietye. Fred Turnritical imporse we were limited nu

ed the chainDonald’s roed eggs, sau

introducingce industry,

o respond McDonald’s sity, it deve

m

with ketchuequired justmultimixers pressed by , and foundifornia, the

y of menu iner, one ofrtance of me smarter. Tmber of su

n’s most siglled out a sage, and C

g Chicken M, positioned

to competihad introduloped the f

C

up, mustardt one squirtused in thetheir restauded the Me McDonald

tems, whicf Kroc’s ori

menu size inThe fact thappliers crea

gnificant necomplete

Canadian‐sty

McNuggets, d behind Ke

tors’ challeuced saladsfirstever 91%

Course 2012

d, onions, at for the reqe restauranturant and it

McDonald’s d’s chain fea

ch made speiginal manan attributingat we wereated an ide

ew product:breakfast yle bacon.

had suddenentucky Frie

enges and cs, chicken, % fat‐free b

2‐2013

and two picquired amots to make ts potential chain. Likeatured a lim

ecialization agers and lg success ofe selling jusal environm

: not just amenu in 1

nly becomeed Chicken.

customers’ and muffinburger, McL

kles; ount. milk that the

mited

and later f the st 10 ment

new 976,

e the

new s. In Lean

Operations Management Mitderm Exam Course 2012‐2013

5

Question 2: (2p) How has the competitive situation that McDonald’s faces changed since it was founded (in its current form) in the 1950s?. Use the 5 Performance Framework for that.

Case

AKLemp

shenum

Thethe andunfithisstocby tcorrunfi

Anndiffefollothe sidediffeanathro

Aftedepwill labeline

Oper

e Study IV

L is an SME ployees. In

lves. The dember of vari

productionfirst subsy side pieceinished stocalso guarack of finishethe distributresponds exinished prod

nual demanerent typesow from rawdemand fo

e pieces shaerent produlyzed, the aough each p

er the first ppending on direct the elling on ea of machine

ations Mana

in the furnparticular,

emand at thations.

n system costem, suppe. In the secck betweenntees the red product. tion compaxclusively tduct.

nd for shelvs of shelvesw material or resupply are the samuction routeadjusted timprocess, the

process, thewhich comcomponentch packagees to be ass

agement

niture sectoit manufac

maj

The prodprodas tlengcata

he time was

onsists of twplied with wcond subsy the subsysesponse timSuch a purnies. In anyo the first

ves amounts and side pto unfinishat the unfi

me productes dependinme cycles, ere is quite c

e componeponent, shts for each . The purchigned to sh

M

or, situatedctures furnior distribut

product lduct with tducts differhe width ogth of the salogue incls for 160,00

wo parts sepwooden plastem, surfastems, thereme of the sere MTS systey case, the psubsystem,

ted to 160pieces, set ed productinished proion processng on the tythe efficienclearly a bo

nt in questelf or side product su

hase of a neelf manufac

Mitderm Exa

6

in the Basiture kits, i.tion compan

line withintwo side pr from one aof the shelvsidepieces audes four 00 units per

parated by nks, millingace finishinge is a betterecond subsem is necesproduction , starting w

0,000 units.apart in sut. This first doducts wareses. At the ype of compncy of the ottleneck in

ion will conpiece it is. ubfamily towew drilling mcturing and

m

sque Countr.e. unassemnies.

this projepieces and another whves and sidand the finhundred year with a

a Minimumg operationg and paintr capacity foystem, whicssary given system red

with planks

This demabfamilies ddemand, wehouse. Thesame timeponent invomachinery the groovin

ntinue on itOn each prwards the amachine and the other t

C

ry in northembled furnit

ect specifica variable en it comesepieces, thish and surand ninetyan upward t

m Stock Leves are perfoting operatior greater pch operatesthe deliveryesign projecas raw mat

and was diepending ohich triggere different se, there areolved. If theand the vong machine

s way downroduct line, appropriated a new groto the manu

Course 2012

ern Spain, wture sold in

cally involv number os to particulhe number rface colouy‐two diffetrend both

el of unfinisormed to mions are caproduct diffs, in turn, wry deadline ct describeterial and e

vided and on the physrs productiosubfamiliese a remarkae data from olumes of p.

nstream via the produe center deooving machufacture of

2‐2013

with about n flat packs

ves shelvinof shelves. lar aspects sof shelves,

urs. In all, Aerent typesin sales and

hed producmake each srried out. Wferentiationwith a minimdemands md in this secending with

multiplied sical route on, comes f of shelves able numbethe processproduct pas

a the FIFO liction operapending onhine allowsside pieces

100 s, for

g, a The such , the AKL’s s of d the

ct. In shelf With and mum made ction h the

into they from and er of s are ssing

ines, ators n the one .


7

Question 3: (1p) Map the Supply Chain, showing the different flows you can distinguish. Question 4: (1p) Where could you locate the Decoupling Point in the manufacturing system?


8

Case study V

From the Annual Report of Mc Donald´s the following data has been obtained.

Concept 2012 2011 2010 2009 2008 2007Sales by Company‐operated restaurants* 18603 18293 16233 15459 16561 16611

Company‐operated restaurant expenses * 15224 14838 13060 12651 13653 13742

Number of Company‐operated restaurants at year end 3569 3537 3555 2009 2008 2007* (Sales and Expenses measured in million dollars)

Question 5: (1p)

Could you extract any conclusion from the operations area?

Case study VI

On reading the paper Responding to the Lehman Wave: Sales Forecasting and Supply Management during the Credit Crisis by Peels et al. (2011) the following Table I can be read. It shows some statistics about sales in the resin supply chain after the Lehman Crisis.

TABLE 1. INDICATIVE SALES DECLINE ACROSS DIFFERENT SUPPLY CHAIN LEVELS BASED ON TELEPHONE INTERVIEWS IN THE RESIN SUPPLY CHAIN

Level in supply chain Percentage decline in sales observed during crisis

(January 2009 vs January 2008) Retailer Fairly Stable OEM 8% Parts Production 15% Paint Production 20% Resin Production 30%

Question 6: (1p)

How can you explain the results?

midtermexam2013larrinagaverdefinitiva

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