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Designing a Multi-Level Supply Chain Model with Pricing and Marketing Considerations Based on Sales Contract Approach

Shirani, Mohammad | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 57151 (01)
  4. University: Sharif University of Technology
  5. Department: Industrial Engineering
  6. Advisor(s): Hajji, Alireza
  7. Abstract:
  8. Nowadays, with the development of various technologies and the competitive market environment, businesses must make great efforts to supply, produce, and distribute their goods and products. The design of the supply chain network, which includes distribution, has a significant impact on the chain's profitability and customer satisfaction. The supply chain network design decisions, which constitute the most important part of strategic level decisions of supply chain management, include determining the required product capacity, allocating them to different sources and markets, integrating facilities, and pricing. Pricing strategy is critical to determine the right price at different levels of the supply chain from distributor to retailer and wholesaler and from them to the consumer. In this research, a supply chain design problem with a multilayer distribution channel based on pricing and marketing strategies and a sales contract approach will be presented, in which pricing decisions are made at the retail and wholesale levels simultaneously. Also, the considered network will consist of a main producer, a set of distribution centers, retailers, and wholesalers, whose main goal is to maximize the profit of the supply chain. To deal with the uncertainty of the amount of demand, a fuzzy Robust probabilistic Programming approach has been used. Also, the proposed model was solved by a precise method in the Gams software, and the sensitivity analysis approach of important parameters was used to validate the results. The results showed that the developed model performed well regarding the value of the objective function and execution time, and in all executions, the time to reach the solution was less than 144 hundredths of a second. Also, the sensitivity analysis results have shown that the value of the objective function increases with the increase of the capacity of the distribution center. Also, the sensitivity analysis related to different values of the demand parameters based on the value of the objective function was performed simultaneously. The results have shown that with the increase in the values of changes in the demand parameters, the value of the first objective function has a downward trend
  9. Keywords:
  10. Demand Uncertainty ; Pricing Based on Demand Prediction ; Sales Forecasting ; Marketing ; Product Supply Chain ; Sales Contract Approach ; Multi-level Supply Chain

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