خلاصة:
In this paper, a comprehensive model is proposed to design a network for multi-period, multi-echelon, and multi-product inventory controlled the supply chain. Various marketing strategies and guerrilla marketing approaches are considered in the design process under the static competition condition. The goal of the proposed model is to efficiently respond to the customers’ demands in the presence of the pre-existing competitors and the price inelasticity of demands. The proposed optimization model considers multiple objectives that incorporate both market share and total profit of the considered supply chain network, simultaneously. To tackle the proposed multi-objective mixed-integer nonlinear programming model, an efficient hybrid meta-heuristic algorithm is developed that incorporates a Taguchi-based non-dominated sorting genetic algorithm-II and a particle swarm optimization. A variable neighborhood decomposition search is applied to enhance a local search process of the proposed hybrid solution algorithm. Computational results illustrate that the proposed model and solution algorithm are notably efficient in dealing with the competitive pressure by adopting the proper marketing strategies.
ملخص الجهاز:
"com Competitive Supply Chain Network Design Considering Marketing Strategies: A Hybrid Metaheuristic Algorithm Ali Akbar Hasani a* a School of Industrial Engineering and Management, Shahrood University of Technology, Shahrood, Iran Abstract In this paper, a comprehensive model is proposed to design a network for a multi-period, multi-echelon, and multi-product inventory controlled supply chain.
Zegordi and Hasani (2015) proposed a robust mathematical model to design a global supply chain network under static competition condition for a medical device industry.
In this study, a new comprehensive multi-objective mathematical model for designing a competitive supply chain network incorporating marketing strategy is presented.
This study is different from the previous studies on SCND problem in considering the static competition condition as well as guerrilla marketing strategy concurrently in the design of the supply chain network.
3. Problem definition The goal of this study is to design an efficient network structure of a multi-echelon supply chain as a new entrant into the new competitive markets.
The considered company deals with various strategic and tactical decisions for designing the supply chain network, including supplier and distributor location selection, pop-up store establishment, parts of product procurement, inventory holding, semi-manufactured and final product production, material shipment, and pop-up store capacity determination.
4. Mathematical model In this section, the proposed MINLP model for designing the competitive supply chain networks by considering the Guerrilla marketing strategy is explained.
In this study, to acquire the more and sustainable competitive advantages versus competitors, the guerrilla marketing strategy is considered in the strategic design of the supply chain network."