OMGT2221: Supply chain overview: Critically compare the product or commodity supply chain you have studied in Assessment 2: Introduction to Logistics and Supply Chain Management Case Study, RMIT, Singapore

University The Royal Melbourne Institute of Technology (RMIT)
Subject OMGT2221 Introduction to Logistics and Supply Chain Management


The Barilla case is very typical of real-world supply chains which we can see these days, competing objectives, a lack of visibility and functional silos. In your report analyse the main barriers to an integrated supply chain and propose approaches to enhance the overall effectiveness.

A. Executive summary (brief): Summarise the objectives/aims, overview of the supply chain issues/problems, and your main recommendations. (2.5 marks)

B. Introduction (brief): Clearly demonstrate the case in brief and state the importance of investigating its supply chain. Clearly state the purpose of the report, linking the key points of the case study you are going to discuss to theories/concepts from the course. Explain the overall report structure. (2.5 marks)

C. Case discussion: Answer the following questions and discuss the issues/situations using relevant knowledge areas (covered in this course) and academic references (no limits). It is highly recommended to use a section heading for each of the following points

Task 1. Supply chain overview: Critically compare the product or commodity supply chain you have studied in Assessment 2 (in your group project) and with the Barilla fresh produce supply chain (manufacturing, distribution, retailing). Examine the relationships and power dynamics along the Barilla supply chain actors and how these relationships affect the overall supply chain performance. (5 marks)

Task 2. Supply chain network: How does Barilla’s supply chain network for dry products work? What are the advantages/challenges of having a number of different manufacturing plants/facilities and central distribution centres (CDCs)? Compare Barilla’s supply network with the tutorial case study from Module 10 (Case study Johnson and Johnson- 12 DCs in Europe- availableon Canvas)? Discuss why Barilla doesn’t use one CDC to supply products to different retail outlets. (5 marks)

Task 3. Supply chain information flow: Draw a simple diagram/map of how customer demand information flows upstream from the retailers to Barilla’s production. What do you think are the main causes of the large fluctuations in orders observed at the Pedrignano CDC? How can Barilla cope with the increase in demand variability? Discuss what other information should flow properly within the supply chain to match supply anddemand. (5 marks)

Task 4. JITD: Link the key aspects of JITD with similar concepts from OMGT2221. Identify the main internal (Barilla) and external (along the supply chain) barriers to the implementation of JITD. How can JITD can incorporate sustainability into Barilla’s logistics activities . (5 marks)

Task 5. Supply Chain Digitisation: Identify two key software technologies and two hardware technologies that can help ‘Barilla’ to increase visibility, reduce demand variability, improve customer service, and reduce operating costs. Justify your choice by explaining how the selected technology(s) will address the company’s challenges explored in Tasks 3-4. (5 marks)

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