⚫ PART 3 ⚫ Managing Supply Chains
CASE: R. U. Reddie for Location
A. Overview
Rhonda Reddie, owner and CEO of a company that manufactures wardrobes for stuffed animals,
is faced with the prospect of sizeable demand increases in the near future with insufficient
capacity to take advantage of it. Expanding capacity at her existing plants is not an option for
various reasons. Consequently, she must decide if it is a good idea to increase capacity by
purchasing a new plant. If the answer is yes, then she must decide where the plant should be
located. The two options she would consider are St. Louis and Denver.
B. Purpose
This case was written to provide the student with enough data to analyze the decisions Reddie
must make, using tools such as the transportation method and net present values. Students learn
where the cost figures come from that are used in the cash flow analysis and net present value
calculations. In this case, the location decision will affect the cost of goods sold because of
differing cost factors at each location which affect the distribution patterns in the supply
network. In addition, the capital costs of the plant and equipment differ by location, as does the
cost of the land. Consequently, the location decision affects annual operating costs, the extent of
the capital investment, and hence the financial results as represented by the net present value of
the investment. Instructors can use the case to demonstrate the cross-functional aspects of these
major decisions in practice.
C. Transportation Models
Appendix A contains the linear programming models for Denver and St. Louis in matrix form.
The models determine the optimal shipping pattern if Denver or St. Louis are the chosen
locations. The objective function value is the optimal cost of goods sold for the entire network of
plants with a given option for the new fourth plant. The demand data are the “most likely”
estimates given in the case. Students will have to determine the objective function coefficients,
which consist of the variable production cost per unit at a plant plus the transportation cost to
ship one unit from the plant to one of the destinations in the supply chain. The distribution cost is
$0.0005: The actual cost to ship to another destination will depend on the number of miles the
unit must be shipped. For example, the cost to produce one unit in Cleveland and ship it to
Boston is $3.00 + $0.0005 (650 miles) = $3.325.