Bullwhip Effect Essay

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The bullwhip effect can be defined as a situation discovered by the supply chain where orders sent to the manufacturer and supplier create larger variance then the sales to the end customer. These irregular orders in the lower part of the supply chain advance to be more noticeable higher up in the supply chain. This variance can interrupt the smoothness of the supply chain process as each connection in the supply chain will over or undervalue the product demand resulting in big fluctuations. Suppliers of raw materials see the greatest demand variation in reaction to changing customer orders or demand. As a result of the effect, supply-chain participants have learned to build and maintain a cushion of inventory to allow for such swings in orders. Supply-chain management is an important aspect of running a product-oriented business, but projections can be difficult at best. And thus at some level dealing with supply chains can become an art form as much as a science. What causes the bullwhip effect? Lead time problems are a common supply-chain challenge. As participants often learn in the game, two overdue shipments arrive about the time customer demand has disappeared. A cause can be disorganization between each supply chain link; with ordering larger or smaller amounts of a product than is needed due to an over or under reaction to the supply chain beforehand. Also, special discounts and other cost changes can upset regular buying patterns; buyers want to take advantage on discounts offered during a short time period, this can cause uneven production and distorted demand information. But apart from the well-researched operational factors, supply chains are also very influenced by human behavior. Fear is a significant motivating factor in human behavior and it is an issue with supply-chain management. Supply-chain managers, who can calmly make decisions and act
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