Copyrights Reserved by NEEV 2011

Symbiosis Centre for Management & HRD

LABYRINTHINE
Game Introduction
Most of the companies are inefficient, disorganized and have high bottom line which stops them from being lean and follow their strategic vision needed to make them invulnerable. To get the bottom line in line with companys vision, optimization of There are 34 wholesalers, one in every city of Maharashtra for which the forecasted

resources is the only choice. From capacity constraints on factories to high freight costs, satisfying all these constraints, meeting the demands is the only objective in the business.

demand has been given for the current month [Excel: Demand Sheet]. Demand is forecasted with 100% accuracy in this market.

There are 4 plants, one each located in Kohlapur, Chandrapur, Thane and Alibag where the beer is produced by SabFisher. The detail about the capacity of each beer brand at every production location is given. [Excel: Production Capacity].

This

game

is

designed

to

test

your

optimization skills such that the all wholesaler warehouse demands are satisfied, with minimum cost.

Game Details
A leading beer company SabFisher needs to find out the production and route planning strategy for its 6 products QueenFisher, Hiwords,
BadWiser.

The selling price for every beer brand is given which is same in all the markets [Excel: Selling Price].

RegalStag,

CharlsBorg,

Roaster,

Labyrinthine

Page 2

Copyrights Reserved by NEEV 2011 Variable cost for per unit production and fixed costs for each production line at every location is given [Excel: Production Costs]. If the production line is not used then the fixed costs for that production line is not applicable in total cost.

Symbiosis Centre for Management & HRD the year with a 5% growth every quarter.

The distance between all the production plants and customer cities is given. [Excel: Distances]. Also Transportation Cost (Rs per 100 kg per km) = Rs. 2.5. [Excel: This growth is to be enjoyed by all the players in the market. The company aims to target 20% of the total demand in each city as the target demand that it believes can be achieved. (Table1: Total Market Demand by The entry of the aforementioned CPG Company is in an industry with sustained growth which leads to a growth of 10-15% in City) Adjust for the variability of the forecast and plan the routes that the trucks will take. All travel will be made by road. There are many constraints in designing this system which must be optimized.

Transportation Costs].

How to Play
Solution sheet is provided in excel. Please enter the quantity to be shipped from each plant to the respective customer. E.g. QueenFisher Distance Quantity Wholesaler Shipped (km) Regular ('00 kg) Nandurbar 661 Hingoli 605 650 Washim Gondia 965 22 Akola 696 Amravati 757 Alibag 349 Ahmednagar 354 Osmanabad 306 Transportation Cost User entered quantity. This indicates Kohlapur produces 2200 kg of QueenFisher which is sent to Gondia

Filtration Plant Kohlapur Kohlapur Kohlapur Kohlapur Kohlapur Kohlapur Kohlapur Kohlapur Kohlapur

Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs. Rs.

53,075.00 461,295.00

Labyrinthine

Page 3

Copyrights Reserved by NEEV 2011 1. Decide the number and locations at which the beer brands are to be produced. If the particular brand is produced at any location the fixed cost of that brand at that location will be applicable. Participant might

Symbiosis Centre for Management & HRD additional cost will be applied as given in the excel sheet. 4. If the quantity shipped is more than the demand at any location then only demand quantity will be sold and remaining inventory will be scraped and will not earn any revenue. 5. The errors for overproduction will be displayed in RED. The final solution should not have any such errors else the entry will be considered invalid. 6. The profit cell in given at the bottom of the Solution sheet. The team which maximizes the overall profit will be declared winner. Participants also need to submit 1 page report on the approach they followed to come to the final solution.

decide not to produce particular brand at particular location. 2. Participant must make sure the capacity is not exceeded at any production line in any production location. If this happens solution will be considered invalid and entry will be disqualified. 3. Overall capacity of any plant can exceed. If extra capacity of plant is used then for every kg produced

Labyrinthine

Page 4

Copyrights Reserved by NEEV 2011

Symbiosis Centre for Management & HRD

Rules and Regulations

Each team will comprise of 2 members from the same institute. A student cannot be part of more than one team. One team can submit only one entry. Only students of full time MBA can register. There is no restriction on the number of teams from an institute. The participants should submit the abstract in pdf format. Each entry should have a cover page mentioning team name, participants, email ids and mobile nos. of the team member(s) and the name of the institute they belong to. The format for the same has been mentioned under. Font Details: Times New Roman, 12 point, 1.5 line spacing Word Limit: 1 Page The case deliverables have to be mailed at labyrinthine.neev11@gmail.com. Participants shall receive an acknowledgement within 24 hours of mailing their entries. Last date for submission is 19th Nov 11 before 23:59:59 hrs All the files mailed should follow the format Labyrinthine_<Team Name>_<College Name> The subject of the mail should be of the format Labyrinthine _<Team Name>_<College Name> The mail should contain the following details of the team members Sr. No 1 2 Participant Name E-Mail ID Phone No

The name of the participants, college name etc. should be mentioned only on the cover page and nowhere else in the entire document. Failure to adhere to this clause will result in automatic disqualification.

The shortlisted teams will be invited on campus for subsequent rounds.

For any queries regarding the case write to us on labyrinthine.neev11@gmail.com Or Contact Manoj Jaju Aniket Dahasahasra +91 9765897297 +91 9371923182

Labyrinthine

Page 5