Reference no: EM13881570

Jumbo manufactures bicycles for all ages. The diernana forecast for the corning year is as shown in Table

Table: Anticipated Monthly Demand at Jumbo

Month	demand	Month	demand
January	12,000	July	24,000
February	11,000	August	20,000
March	14,000	September	15,000
April	20,000	October	10,000
May	25,000	November	11,000
June	27,000	December	10,000

Capacity at Jumbo is limited by the number of erraployees it hires. Employees are paid $10 per hour for regular time and $15 per hour for overtime. Each bicycle requires 2 hours of work from one employee. The plant works 20 days a month and 8 hours a day of regular time Overtime is restricted to a max irnurn of 20 hours per employees per month. Jumbo currently has 250 employees and prefers not to change that number.

Each bicycle uses $35 of material. Carrying a bicycle in inventory from one month to the next costs $4 Jumbo starts with 4.000 bicycles in inventory and wants to end the year with 4,000 bicycles in inventory. Bicycles are currently sold to retailers for $80 each. The market is shared between Jumbo and its competitor, Shrimpy.

Jumbo is in the process of making its production planning and promotion decisions. Jumbo wants to consider only plans without any stockouts. One option is to drop the sale price by $3 (from $80 to $77) for one month in the year. The outcome of this action by Jumbo is influenced by the action taken by Shrimpy. IF neither firm promotes. the forecast demand for Jumbo is as shown in Table 91-5. If Jumbo promotes in a given month but Shrimpy does not. Jumbo sees consumption (this does not include forward buying) in that month increase by 40 percent and forward buying of 10 per¬cent from each of the two following months. If Shrimpy pro¬motes in a given month but Jumbo does not. Jumbo sees consumption in the month drop by 40 percent. with no change in other months. If both promote in a given month. neither sees an increase in consumption but both see forward buying of 15 percent from each of the two following months. The debate within Jumbo is whether to promote. and if so. whether to do it in April or June. For the following Questions. assume that Shrimpy and Jumbo have similar demand.

a. What is the optimal production plan For Jumbo. assuming no promotion by either Jumbo or Shrimpy'? What are the annual profits for Jumbo?

b. What are the profits for Jumbo if Shrimpy promotes in April but Jumbo does not promote throughout the year (because it follows everyday low pricing)?

What are the profits for Jumbo if it promotes in April but Shrimpy does not promote throughout the year? Comment on the bene-fit from promoting versus the loss From not promoting if the competitor does.

c. What are the optimal production plan and profits if both promote in April? Both promote in June? Jumbo pro-motes in April but Shrimpy in June? Jumbo promotes in June but Shrimpy in April?

d. What is the best decision for Jun-tbo if it can coordinate its decision with Shrimpy?

e. What is the best decision for Jumbo it' it wants to maxi¬mize its minimum profits no matter what Shrimpy does?