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The Bullwhip Effect: Causes and Countermeasures

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The Bullwhip Effect: Causes and Countermeasures essay
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An unmanaged supply chain is not inherently stable. Demand variability increases as one moves up the supply chain away from the retail customer, and small changes in consumer demand can result in large variations in orders placed upstream. Eventually, the network can oscillate in very large swings as each organization in the supply chain seeks to solve the problem from its own perspective. This phenomenon is known as the bullwhip effect and has been observed across most industries, resulting in increased cost and poorer service.

Causes of the Bullwhip Effect

Sources of variability can be demand variability, quality problems, strikes, plant fires, etc. Variability coupled with time delays in the transmission of information up the supply chain and time delays in manufacturing and shipping goods down the supply chain create the bullwhip effect.

The following all can contribute to the bullwhip effect:

  • Overreaction to backlogs
  • Neglecting to order in an attempt to reduce inventory
  • No communication up and down the supply chain
  • No coordination up and down the supply chain
  • Delay times for information and material flow
  • Order batching – larger orders result in more variance. Order batching occurs in an effort to reduce ordering costs, to take advantage of transportation economics such as full truck load economies, and to benefit from sales incentives. Promotions often result in forward buying to benefit more from the lower prices.
  • Shortage gaming: customers order more than they need during a period of short supply, hoping that the partial shipments they receive will be sufficient.
  • Demand forecast inaccuracies: everybody in the chain adds a certain percentage to the demand estimates. The result is no visibility of true customer demand.
  • Free return policies

Somewhat otherwise reasons of rising the bullwhip effect:

  • Processing of demand-induced signals;
  • Non-zero main time;
  • Grouping of orders;
  • Deficits and defects in supplies;
  • Price changes.

Taking under is being spent by above-mentioned reasons for the most remark on the remark for predicting of demand. This reason is most often re-inspected with the usage of various methods and technologies, as well as models in order predicting the explanation for influence of demand for the bullwhip effect and at the same time for managing the supply chain.

It is possible to infer from analyzing factors contributing to rising of the bullwhip effect, grasping it in general – this effect is the effect of the bad flow of information in the chain of supplies. Enumerated in literature many tolerating possibilities are for reducing it.

For instance three various options are possible whom the usage will reduce in the supply chain or almost will preclude the bullwhip effect:

  1. Change of the design of the physical process (e.g. the reduction of the main time, the Elimination of the channel in the supply chain);
  2. Change of the design of information channels (e.g. delivering data to customers about demand through the supply chain);
  3. Change of the design of the decision process (e.g. utilizing various rules for Completing of provisions).

Countermeasures to the Bullwhip Effect

While the bullwhip effect is a common problem, many leading companies have been able to apply countermeasures to overcome it. Here are some of these solutions:

  • Countermeasures to order batching – High order cost is countered with Electronic Data Interchange (EDI) and computer aided ordering (CAO). Full truck load economics are countered with third-party logistics and assorted truckloads. Random or correlated ordering is countered with regular delivery appointments. More frequent ordering results in smaller orders and smaller variance. However, when an entity orders more often, it will not see a reduction in its own demand variance – the reduction is seen by the upstream entities. Also, when an entity orders more frequently, its required Safety stock may increase or decrease; see the standard loss function in the Inventory Management section.
  • Countermeasures to shortage gaming – Proportional rationing schemes are countered by allocating units based on past sales. Ignorance of supply chain conditions can be addressed by sharing capacity and supply information. Unrestricted ordering capability can be addressed by reducing the order size flexibility and implementing capacity reservations. For example, one can reserve a fixed quantity for a given year and specify the quantity of each order shortly before it is needed, as long as the sum of the order quantities equals to the reserved quantity.
  • Countermeasures to fluctuating prices – High-low pricing can be replaced with everyday low prices (EDLP). Special purchase contracts can be implemented in order to specify ordering at regular intervals to better synchronize delivery and purchase.
  • Countermeasures to demand forecast inaccuracies – Lack of demand visibility can be addressed by providing access to point of sale (POS) data. Single control of replenishment or Vendor Managed Inventory (VMI) can overcome exaggerated demand forecasts. Long lead times should be reduced where economically advantageous.
  • Free return policies are not addressed easily. Often, such policies simply must be prohibited or limited.

Understanding the ‘Bullwhip’ Effect in Supply Chains

Today’s Wall Street Journal has a noteworthy front-page article about the “bullwhip” effect, as it is starting to play out in businesses as the economy recuperates. What’s the bullwhip effect? The WSJ article explains: «This phenomenon occurs when companies significantly cut or add inventories. Economists call it a bullwhip because even small increases in demand can cause a big snap in the need for parts and materials further down the supply chain».

For more details about the bullwhip effect? and what causes it — see the classic 1997 MIT Sloan Management Review article on the topic, “The Bullwhip Effect in Supply Chains.” In that article, Hau L. Lee, V. Padmanabhan and Seungjin Whang argue that the bullwhip effect results from rational behavior by companies within the existing structure of supply chains. As a result, companies that want to mitigate the impact of the bullwhip effect need to think about modifying structures and processes within the supply chain – in order to change incentives. The authors explain four major causes of the bullwhip effect — as well as ways to counteract it.

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