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Main decision : 1. Deciding the states for locating depots 2. Depot management
Outlet Types : 1. NOC Retail Outlets (Petrol Pumps) 2. Bazaar Trade (Automotive stores and Service centers) 3. Unicorn Lube Centers (Company owned exclusive Lube retail shop) 4. Direct (To large customers) Distribution Channels 1. Own (Bazaar Trade and Unicorn) 2. NOC (Retail and Direct)
LCW 1 (NOC)
LCW 2 (NOC)
LCW 3 (NOC)
Depot 1
Depot 2
Depot 3
Depot 3
Depot 4
Depot 4
Depot 5
Depot 40
Wholesaler
Retail LIL
Retail NOC
Direct
Sales Tax
Demand
Operating Cost
Location Selection
Policy Environment Growth Opportunity Accessibility
The remaining markets can be more profitably catered through NOC retail channel as demand is low
Lowest Lowest
Highest Moderate Lowest
Highest Moderate
Lowest Lowest Highest
Moderate Highest
Moderate Highest Moderate
Warehouse
Gujarat, UP
CFAs
Moderate demand, Operational Efficiency, Expected ROI less Low Demand, Customer scattered, Low Accessibility, Growth Potential low
NOC
Supply uncertainity
Sales=285 KL; Inventory=100 KL Physical space Cost=7*50*100=Rs. 35,000 Fixed Operating Cost= Rs. 5000 Variable Cost=100*285= Rs. 28,500
Total Cost= Revenue=48*285*1000= Revenue/Cost= Profit=12*285*1000= Rs. 68,500 Rs. 1,36,80,000 Rs. 199.7 Rs. 34,20,000
Sales=803 KL; Inventory=300 KL Physical Space Cost=10*50*300= Rs. 1,50,000 Fixed Cost= Rs. 20,000 Variable Cost=100*803= Rs. 80,300
Total Cost= Revenue= Revenue/Cost= Profit=12*803*1000= Rs. 2,55,300 Rs. 3,85,44,000 Rs. 150.9 Rs. 96,36,000
Contd..
Fee structure should be according to strategic growth plan(G) and customer service level(S) so that participative growth is ensured and the entire distribution moves in harmony towards targeted growth
F=0.01*S1 + G + S
G= [0.05* {S1-S0}] if G>=0 else G=0
S=0.05*(CSL-0.85)*(S1-C1) Example: Andhra Pradesh F=0.01*13680000 +0.05*478800 + 0.05*(0.9-0.85)*(12*285*1000) =136800 + 23940 + 8550 Fee=Rs. 1,69,290 Cost=Rs. 68,500 Profit to CFA agent=Rs.1,00,790
7. Source Allocation
Transportation model is the solution to this problem with known data of transportation cost per unit
Depots
D1 D2 D3 D4 D40
S1
Blending Sources
S2
S3
11
Chandigarh
Vadodara
Kolkata
Existence of three sources influence the need for multiple depots High demand markets and locations away from blending plants and having maximum adjacent market coverage to be given preference for setting up depots Unnecessary Material handling cost can be reduced Optimum distribution of inventory according to demand
Mumbai
Chennai Salem
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