Barilla SpA, an Italian manufacturer who sells his dealer largely through third-party distributors, experienced widely fluctuating demand patterns from its distributors in the late 1980s. This case describes a proposal to address the problem by implementing a continuous replenishment program under which the responsibility for determining delivery quantities would move to the distributors by the distributors Barilla. Describes the support and resistance levels in different Barilla fu … Read more »

Barilla SpA, an Italian manufacturer who sells his dealer largely through third-party distributors, experienced widely fluctuating demand patterns from its distributors in the late 1980s. This case describes a proposal to address the problem by implementing a continuous replenishment program under which the responsibility for determining delivery quantities would move to the distributors by the distributors Barilla. Describes the support and resistance levels in different functional areas and in the Barilla Barilla distributor with the suggestion.
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Janice H. Hammond
Source: HBS Premier Case Collection
21 pages.
Release Date: 17 May 1994. Prod #: 694 046 PDF-ENG
Barilla SpA (A) HBR case solution