Designed as a companion to the Red Brand Canners (RBC) case is the starting point in this case to improve the performance by optimizing approach in the original case. However, RBC vice-president of operations is received concerned about the quality and quantity of the recent tomato crop mix of Greenfield Farms (GF). RBC preferred quality and quantity mixes differ significantly from the current crop. RBC perspective, the question is how to motivate the su … Read more »

Designed as a companion to the Red Brand Canners (RBC) case is the starting point in this case to improve the performance by optimizing approach in the original case. However, RBC vice-president of operations is received concerned about the quality and quantity of the recent tomato crop mix of Greenfield Farms (GF). RBC preferred quality and quantity mixes differ significantly from the current crop. RBC perspective, the question of how to motivate providers to produce a harvest more in line with the needs of RBC. First, both companies are trying the B-to-B area of ​​the supply chain, a combination that would be of mutual benefit, an attempt that can not be found due to existing conflicts of interest. RBC target could be achieved by a supply-chain approach and modify the contract with an appropriate pricing model. The task is to identify and calibrate a pricing model that the supply chain to achieve the maximum performance and lead to a stable win-win solution. The derivation of the optimal prices is supply chain by developing and solving a linear optimization model.
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from
Christoph Lanz Haehling Auer,
Olaf Pohl
Source: Ivey Publishing
5 pages.
Release Date: 10 August 2012. Prod #: W12126-PDF-ENG
Red Brand Canners and its supply chain HBR case solution