An integrated operations-marketing perspective for making decisions about order penetration point in multi-product supply chain: a queuing approach

Abstract

This study is dedicated to strategic decision-making regarding order penetration point (OPP), which is the boundary between make-to-order (MTO) and make-to-stock (MTS) policies. This paper considers a supply chain in which a manufacturer produces semi-finished items on an MTS basis for a retailer that will customise the items based on MTO policy. This two-echelon supply chain offers different products to a market comprised of homogenous customers who have different preferences and willingness to pay. The retailer wishes to determine the optimal OPP, the optimal semi-finished goods buffer size, and the price of the products with assumption of price sensitive demand function. Moreover, we consider both shared and unshared capacity models in this paper. A matrix geometric method is utilised to evaluate various performance measures for this system, and then, optimal solutions are obtained by enumeration techniques. The suggested queuing approach is based on a new perspective between the operations and marketing functions which captures the interactions between several factors including inventory level, product pricing, OPP, and delivery lead time. Finally, parameter sensitivity analyses are carried out and the effect of demand on the profit function, the effect of prices ratio on completion rates ratio and buffer sizes ratio and the variations of profit function for different prices, completion percents, and buffer sizes are examined.