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dc.contributor.advisorLawrence Lapide.en_US
dc.contributor.authorKapur, Gautam, M. Eng. Massachusetts Institute of Technologyen_US
dc.contributor.authorLiu, Binen_US
dc.contributor.otherMassachusetts Institute of Technology. Engineering Systems Division.en_US
dc.date.accessioned2008-03-27T18:16:48Z
dc.date.available2008-03-27T18:16:48Z
dc.date.copyright2007en_US
dc.date.issued2007en_US
dc.identifier.urihttp://hdl.handle.net/1721.1/40875
dc.descriptionThesis (M. Eng. in Logistics)--Massachusetts Institute of Technology, Engineering Systems Division, 2007.en_US
dc.descriptionIncludes bibliographical references (leaves 60-61).en_US
dc.description.abstractIn the consumer products industry, retail chains and manufacturers run promotions to maintain consumer and brand loyalty. The two major issues in planning and executing promotions are to accurately forecast demand and to control Out-of-Stock at the shelf. This thesis addresses both these issues. At the strategic level, "Collaborative, Planning, Forecasting and Replenishment" is used to define a process for two companies to collaboratively plan and execute promotions. At an operational level, the single period multi-item newsboy concept with a budget constraint is used to define an optimization model that helps determine the right budget and order quantities for products under a promotion at a targeted service level to improve profit or sales. The concept of Supply Contracts is researched to identify some ways that can be used to optimize the whole supply chain rather than just the retailer's. The value of optimal collaboration was confirmed in the results shown by the model. When optimizing the entire chain, the maximize profit optimization model achieved combined profit improvements of 37% as compared to an actual promotion.en_US
dc.description.abstract(cont.) When only the retailer profit was maximized, the optimization model resulted in 5.9% profit improvements for the retailer and 0.3% profit improvements for the supplier as compared to an actual promotion. Finally, the revenue maximization model showed that after a certain point, increasing the budget did not result in increased service levels. This research can also be applied to new product launches, seasonality of products as well as daily replenishments.en_US
dc.description.statementofresponsibilityby Gautam Kapur and Bin Liu.en_US
dc.format.extent79 leavesen_US
dc.language.isoengen_US
dc.publisherMassachusetts Institute of Technologyen_US
dc.rightsM.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.en_US
dc.rights.urihttp://dspace.mit.edu/handle/1721.1/7582en_US
dc.subjectEngineering Systems Division.en_US
dc.titleImproving promotional effectiveness through supplier-retailer collaborationen_US
dc.typeThesisen_US
dc.description.degreeM.Eng.in Logisticsen_US
dc.contributor.departmentMassachusetts Institute of Technology. Engineering Systems Division.en_US
dc.identifier.oclc184984654en_US


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