ML 782 (7353) Spring, 2012
LOGISTICS DECISION MAKING
Instructor:
David Widdifield
Class:
Office:
Office Hrs:
510 Fisher Hall
By Appointment
Office Phone:
e-mail:
SB 230 – Tues/Thurs
7:30AM-9:18AM
(614) 292-2757
widdifield_2@fisher.osu.edu
Course Description
The primary objectives of Logistics Decision Making are to consolidate and expand on what was
learned in previous coursework and to prepare students for implementing logistics concepts in a corporate
environment. The course strongly emphasizes critical thinking skills necessary for solution implementation
by employing the case method and a required term project. A secondary objective of the course is to
introduce students to leading supply chain management theory and it economic impacts at the local and
global level.
Course Text
The course text consists of select Harvard Business School (HBS) cases available for purchase at
UniPrint.
Course Overview: Cases Analysis, Course Project, Guest Speakers, and Site Tours
Case analysis: During the quarter, we will discuss and analyze 11 HBS cases covering key industry
issues in supply chain management. One additional individual case analysis will serve as the course’s final
examination. The cases selected for the class represent a variety of current industry subjects focusing on
logistics/supply chain decision making dimensions such as; operational (tactical) vs. strategic, supplier vs.
customer, domestic vs. international, and how they impact logistics in the area of; ecommerce operations,
product recall, reverse logistics, supplier relationships, and sustainability. Students will self selected a case
analysis team of not more than 5 members. Next, the teams will choose one of the 11 HBS cases for analysis
and presentation to the class (see pg 2-4). Prior to the class or team case discussion, a reading check quiz
will be distributed to the class for completion by all students. Team presentations will last approximately 25
to 30 minutes with a follow-on class discussion of the case to address ideas, opinions, or theories not
covered in the team presentation.
Course Project: In addition to the case analysis, student teams will select a course project for
analysis and presentation to the class. Students will select one of the two course projects; 1) a “white
paper” option exploring a current supply chain issue, practice, trend, etc or 2) a company supply chain
operational review and analysis (see pg 4-6). These projects allow students the opportunity to “dig” into an
industry related logistics/supply chain topic to discover how they impact businesses and their customers
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Course Overview: Cases Analysis, Course Project, Guest Speakers, and Site Tours (cont’d)
Guest Speakers & Site Tours: We will have the opportunity to host senior supply chain managers
during our lectures to discuss issues and opportunities in business today and how their companies are
preparing to meet them. Additionally, we will visit local area logistics operations to “see and feel” how these
capabilities are developed, implemented, and modified to meet the challenges of their market. It is
imperative that you attend all guest speaker events and site visits as they will help you develop your
decision making skills and more importantly business understanding. Due to the importance of these events
to the class, there are no makeup assignments should you miss one of these events. These events will count
for 60 points towards your final grade.
Overall success in this course consists of thorough case analysis and presentation using the business
and logistics management principles and theories discussed in this and previous classes or professional
experience. Classroom case analysis and presentation is exceedingly important in replicating the type of
environment student will experience when entering the workforce. Criteria for course success is measured
using the following activities;
(1) Case reading check quiz before every case discussion class. This is a very short quiz (5 to 10 minutes) on the basic facts of
the case. The top 10 of 11 grades will be counted.
(2) Submission of case write-up for grading during the quarter (see page 4-5 for details).
(3) Class participation grade and peer assessment.
(4) Examinations, the midterm will cover logistics management lectures and the final is a take home case analysis.
(5) Group project covering logistics decision making in industry.
(6) Guest speaker and industry visit participation.
A) Cases: Analysis, Discussion, and Presentation
1. Case Preparation
Cases are assigned on a “first come-first served” basis; teams are encouraged to select a specific
case immediately following team formation. When preparing to analyze and present a case to the class,
please use the below outline for your team’s write-up and presentation. This outline will ensure your
team is familiar with all facts of the case as well any external data used for the analysis.
Team Analysis Outline:
1. Who is the main protagonist in this case?
2. What are the decisions to be made in this case?
 Decisions arise from either problems or opportunities faced by the firm. What are the
problems and opportunities in this case?
 Are there different short and long term decisions to be made?
 Does the case state corporate goals?
3. Who is responsible for making the decision?
4. Who else has input in making the above decisions? Is their perspective in any way different from the
main protagonist and the decision maker?
5. What is the context within which the decisions will be made? Identify important facts related to:
 The company
 The industry
 Customers
 Suppliers
 Business environment (state of the economy, regulation, the natural environment, etc.)
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Team Analysis Outline (cont’d):
6. What questions need to be answered before a decision is made? What do you need to know?
7. Develop alternatives to the decisions to be made. What logistics concepts and tools could be helpful
in this situation?
8. How would each alternative be implemented? Who benefits and who is hindered if the alternative is
selected? How are they likely to react? How do you deal with the interested parties?
9. Make and justify a decision.
2. Case Presentation: Write-Up
Student teams of 5 members will analyze and submit a written case analysis. These write-ups
will include elements found in the Team Analysis Outline section above as well as providing answers to
either the implied (“what-if”) or expressed case questions at the end of the case. Each team will submit
a hard copy of the case write-up at the beginning of class on the date we will discuss the case.
Additionally, soft copies of the write-ups will need to be uploaded to the Carmen dropbox not later than
11:59pm on the day the case is discussed in the class. Late cases will not be accepted for credit. The case
write-up should not to exceed 3 to 4 typewritten pages for the team response. Additional pages may be
added for appendix, bibliography, figures, or tables.
When developing your write-up, your decision must be stated clearly in the first paragraph of
the write-up. Second, the page limitation makes it necessary that you restrict the write-up to the facts
and issues that you judge most important as opposed to the more extensive analysis done in
preparation for class. Please do not repeat the facts of the case. The team’s write-up will account for
120 points towards the final grade.
3. Case Presentation: Student Team
Student team cases analysis will also include a 30 minute in-class presentation outlining their
analysis. Each team will present their case analysis outline as well as any external data used for the
assignment. External data can include academic articles, industry journals, periodicals, personal
interviews, videos, or other sources of relevant information. Any questions regarding the validity of
external data need to be submitted to the instructor prior to use. The objective of this presentation is to
share with the facts of the case and the team’s conclusion for further class discussion. The expected
deliverable a hard copy of the MS PowerPoint slide deck submitted at the beginning of the class the date
the case is to be discussed. Additionally, soft copies of the MS PowerPoint presentations will need to be
uploaded to the Carmen dropbox not later than 11:59pm the day the case is discussed. The team’s
presentation will account for 60 points towards the final grade.
4. Class Discussion
All members of the class will participate in the discussion of each case reviewing the case
details, external data or issues relevant to the case, questions, and possible solutions. Additionally,
students or the instructor may introduce other industry related questions which are not part of the case
during this period. The objective of the meeting is not to form a group decision or consensus, but that
case details, presented and implied questions, as well as the different perspectives of the class are
addressed. These discussions will last approximately 20-25 minutes and all class members (including the
instructor) are expected to contribute.
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5. Class Case Quizzes
All members of the class will take 11 case reading quizzes prior to the class discussion or team
presentation of the case. These will be short quizzes (4-5 questions) based on the case facts to ensure
everyone has read and is familiar with the case being discussed. Students will be scored on the best of
10 quizzes for a total of 90 points towards the final grade.
B) Course Project: Company Research or White Paper
1. General Information: Project Type
To further the opportunity to consolidate and to expand the students supply chain knowledge and
its impacts, students will self select teams of 5 members. Two types of projects may be chosen by the
group. The first type is company research, the goal is to describe in detail the logistics strategies and
systems of a company focusing on how a company uses them to achieve business and customer goals.
Companies should be selected based on student team interest and access to corporate data. The second
type of project is a 20-page white paper on a current logistics issue impacting businesses, economies and/or
technology. The papers must reflect the current and future state of selected topic and discuss how it is
affecting companies and consumers.
Regardless of which project is selected, the object of the assignment is to focus on a specific
business/supply chain change, issue, or opportunity rather than a general overview. To prepare for the
project, each group will first conduct library and web based research, those teams selecting the company
project will also need to conduct personal interviews with company officials. The goal of the library and web
research is to provide students with background information related to the selected company or subject as
well as aid in the preparation for the company interviews.
All projects are subject to instructor approval and will be presented in class at an assigned date.
Please do not read your presentation. While the following items are not graded directly, there are also
dates for selecting the company, completing the library and web based research, and an outline for the
interviews. The projects and presentation grades are assigned to the group. The instructor may decide to
adjust your grade downward on the basis of a poor peer evaluation. All peer evaluations are to be
submitted to the Carmen dropbox on the date of the project presentation and no later than 11:59pm on
the date of the project presentation.
2
Company Research Option
Student teams choosing the company research option will need to select an instructor approved
company for analysis. Any company may be selected as long as it has a strong presence in the supply chain
industry or a large supply chain organization. When 2 teams wish to present the same company, the
instructor will review the focus of each presentation for approval or denial. Teams will complete a written
analysis of their chosen company reviewing; 1-company background, 2-market, 3-market share, 4-key
competitors, 5-logistical organization, & 6-how the company employs a specific logistics strategy (i.e.
distribution network, order fulfillment, etc) or system (global trade management, supplier relationship
management, etc) to take advantage of potential opportunities and challenges within the industry.
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B) Course Project: Company Research or White Paper (cont’d)
2
Company Research Option (cont’d)
To prepare for the analysis, teams will use public research data as well as responses from a series of
interview questions provided by personnel from their chosen company. These questions will provide
internal data which support or complement the findings from public data sources. Interview questions are
to be drafted and instructor approved prior to contacting company personnel. The purpose of this project is
to provide students with an understanding of how companies meet customer expectations, expand their
market position through the use logistics/supply chain management.
Teams will submit a hard copy of their written analysis on the date of the team’s presentation to
the class. Additionally, a soft copy of the written analysis will need to be uploaded to the Carmen dropbox
by 11:59pm on the date of the presentation. The expected deliverable consist of a 5-10 letter sized, 1.5
spaced, type-written pages using 12 pt Arial or Times New Roman font. The team’s paper will account for
150 points towards the final grade.
In addition to the written analysis requirement, student teams will conduct a 25 minute in-class
presentation summarizing their analysis of the chosen company. Teams will use their written analysis as the
basis for this project. The objective of this project is to share the results of their analysis with the class and
sharpen public presentation skills. The expected deliverable to the instructor is an MS PowerPoint
presentation slide deck submitted to the Carmen dropbox prior to the team’s presentation and no later
than 11:59pm on the date of the presentation. The team’s presentation will account for 150 points towards
the final grade.
3
White Paper Option
Teams are free to select the white paper option to meet the course project requirements. White
papers will be a professionally written discussion of various supply chain topics impacting businesses at the
national and global level, economies, and supply chain technology. The below listing of topics could be used
for teams wishing to submit a white paper (not inclusive):








Changing customer demands and its impact on supply chain organizations;
Increasing carrier rates and tightening of capacity across the modes of transportation;
Inventory management policies and implementation;
Managing the purchasing function;
Management of fulfillment;
Managing returns;
Software as a Service (SaaS) models of logistics systems;
Supply chain risk.
Teams will submit their final draft white paper to the Carmen dropbox prior to the team’s presentation
to the class and no later than 11:59pm on the date of the presentation. The expected deliverable consist of
a 20 letter sized, 1.5 spaced, type-written pages using 12 pt Arial or Times New Roman font. The team’s
paper will account for 150 points towards the final grade.
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3
White Paper Option (cont’d)
In addition submission of the written paper, teams will conduct a 25 minute in-class presentation
summarizing their analysis of the chosen topic. The objective of this portion of the course project is to share
the results of their analysis with the class and sharpen public presentation skills. The expected deliverable to
the instructor is an MS PowerPoint presentation slide deck submitted to the Carmen dropbox prior to the
team’s presentation and no later than 11:59pm on the date of the presentation. The team’s presentation
will account for 150 points towards the final grade.
C) Exams
There are two exams during the course. A midterm exam will cover the classroom lectures
related to logistics management. This exam will consist of 50 multiple choice questions derived from
guest speakers, industry visits, and lectures. Additionally, the midterm exam will include 10 extra credit
multiple choice questions from the same sources. The midterm exam will account for 150 points towards
the final grade.
The final exam is an individual take home case analysis consisting of response to specific
questions at the end of the case. Student responses will be limited to answering the case questions
using the information provided by the case. Additionally final responses can include information
obtained from external data sources (articles, reports, etc) or previously discussed cases which have
relevancy. The expected deliverable is not to exceed 3 to 4 letter sized, 1.5 spaced, type-written pages
using 10-12 pt font. The final case response is due based on the assigned grouping of A-C (see Course
Schedule). All responses need to be submitted via the Carmen drop box no later than 11:59pm on the
assigned due date. Each exam will account for 120 points towards the final grade.
D) Peer Evaluation
Following the completion of the student team’s in-class course project presentation, all members are
required to complete and upload their individual peer evaluation form assessing the members’ efforts related
to the case analysis and course project. This evaluation is due by 11:59pm on the day the team has
completed their course project presentation, forms are found at the end of this syllabus and need to be
uploaded to the Carmen dropbox. This assignment accounts for 20 points of the participation grade.
E) Extra Credit
You may earn up to 60 extra credit points in the course by performing one or more of the
following activities. Note: attendance at student organizations will be confirmed by the sponsoring
organization during last week of regular classes (3/5-9). Be sure to provide me with attendance
registration (hard copy or softcopy) for any professional organizations to receive credit for attendance.


Attend a minimum of 3 meetings either a student (BOMS, MBLE Council, OLMA, PSMA, etc)
or professional supply chain organization (APICS, CSCMP, WERC, etc) during the Winter
Quarter (20 points each meeting).
Logistics In The News: Identify a news item of interest to the course and talk about in class
for 5 minutes. You have to get it approved by the instructor at least one day in advance (20
points). Topics need to supplement the case/class discussion. Due by 5/22
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E) Extra Credit (cont’d)


Case Update: Collect updated information about a case and talk about it in class for 5
minutes. Case updates are acceptable on or after the date when the case is discussed. You
have to get it approved by the instructor at least one day in advance (20 points).
Article Review: Identify 3 academic or professional articles related to supply chain
management and provide an individual 2-3 page summary (deconstruction) for each article
(20 points/each). Summaries should include;
1. Article citation – author(s), year of publication, article title, journal, volume, number
and date
2. Target audience for article – academician, practitioner, researchers, or students
3. Purpose of the article – change, opportunity, or problem of practice the article
identifies
4. Article findings – key findings or process change
Note, during each class meeting there can be only one Logistics In The News or Case Update presentation. They are
assigned on a first come, first serve basis.
Important Dates: to Remember
1.
2.
3.
4.
5.
6.
7.
8.
4/5/12: Form teams for case analysis and course project
4/5/12: Select course case for analysis & class presentation
4/10/12: Library and web research
4/12/12: Select course project option, company or supply chain topic
4/24/12: All company project interview questions due for review and approval
4/26/12: Midterm
5/15-22/12 Final Case Due (Groups A-C)
5/29-6/5/12 Course Project Presentations
Course Schedule
Week
1
Date
3/27/12
Topic/Case
Course Introduction
1
3/29/12
Supply Chain Definition
2
4/3/12
Logistics Decision Making
2
4/5/12
Inventory Management
3
4/10/12
Library and Web Research
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Description/Issue
Class overview, structure, and case
analysis outline
Review of supply chain and influence
decisions can have customers,
corporation, and suppliers
Determination of logistics’ value to the
corporation, customer, and supplier.
Review of strategic factors which influence
logistics decisions, categorization of
decisions, level/role of decision maker
Purpose of inventories & review of
inventory management strategies
Thompson Library: on-site research for
case & course project
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ML 782 (7353) Spring, 2012
3
4/12/12
Ralph Polo Lauren/Luen
Thai
Supply chain collaboration
4
4/17/12
Walmart
Guest Speaker: John
Loughry/Amber Road
Global economy, supplier partnerships,
sustainability, & supply chain
4
4/19/12
Highly Confident
Provide an understanding of the changes in
customer demand in the logistics industry, in
terms of service variety and geographical
scope. Additionally examine the role of IT in
the logistics industry and its impact
Midterm Review
5
4/24/12
Home Depot
5
4/26/12
Midterm
6
5/1/12
Mattel
Accountability, global economy,
manufacturing strategy, outsourcing,
product recalls, & supply chain
6
5/3/12
Business strategy within the third-party
logistics industry.
7
5/8/12
The Wheels Group
Guest Speaker:
Lou Cerny/J.A. Sedlak
Zappos.com
7
5/10/12
Site Visit: JC Penney
8
5/15/12
Li & Fung
Guest Speaker:
Mark Polley/JC Penney
Final Due: Individual Case
Analysis (Group A)
8
9
5/17/12
Xbox
5/22/12
Guest Speaker: TBA
Final Due: Individual Case
Analysis (Group B)
Whole Foods
Final Due: Individual Case
Analysis (Group C)
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Evaluation of centralized versus
decentralized merchandising and
purchasing, organizational change, process
improvement, & supply chain
Internet retail issues, including scope of
product offerings, supply chain agility, &
customer service costs.
Defining and using a firm’s core competencies
in an increasingly uncertain business
environment to leverage these as a
competitive advantage.
How supply chains must evolve to support
changing corporate strategy to address the
competitive environment.
Review of the tension created between
sustainability initiatives and supply chain
goals, look at tradeoffs created using the
"conscious capitalism" model to meet
company, consumer and shareholder
goals.
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9
5/24/12
Veja Sneaker
Guest Speaker: TBA
10
5/29/12
Project Presentations
10
5/31/12
Project Presentations
Finals
6/5/12
Project Presentations
Review of supply chain sustainability
strategies needed to: address the
complexities of building a sustainable
value chain and crafting an appealing
message for consumers, market and
suppliers
Grading
Points
Grading Criteria
Midterm Exam
Final Exam
Case Write-Up
Case Presentation
Guest Speaker
Industry Visits
Reading Quizzes (top 10 of 11)
Project Presentation
Project Write-Up
Class Participation (1)
Total Course Points
150
120
120
60
30
30
90
150
150
100
1000
Point Total
Grade
920 – 1000
900 – 919
880 – 899
820 – 879
800 – 819
780 – 799
720 – 779
700 – 719
600 – 699
0 – 599
A
AB+
B
BC+
C
CD
E
Extra credit (up to)
60
(1) Class participation includes 20 points for
individual peer evaluation submission (see pg 12)
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Evaluation Forms:
1. Case Write-Up Evaluation Form
Page Limit
Made clear decision
Included key facts in the analysis
Quality of alternatives
Decision follows from facts
Written clearly
Followed format
Documentation provided
(No)
1
1
1
1
1
1
0
(Yes)
4
4
4
4
4
4
1
8
8
8
8
8
8
3
12
11
11
12
12
12
5
16
12
12
16
16
16
7
18
13
13
18
18
18
9
Comments:______________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
2. Case Presentation Evaluation Form
Appropriate topic
Organization
Knowledge about the project
Question handling
Quality of visuals
Class interest
Documentation provided
1
1
1
1
1
1
(No)
3
3
3
3
3
3
(Yes)
5
5
5
5
5
5
7
7
7
7
7
7
8
8
8
8
8
8
9
9
9
9
9
9
Comments:______________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
10
10
10
10
10
10
10
20
15
15
20
20
20
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3. Project Written Evaluation Form
Focus
Well defined topic
Identified problems
Detailed coverage
Completeness
Well written
Documentation provided
13
13
13
13
13
13
0
15
15
15
15
15
15
1
17
17
17
17
17
17
3
19
19
19
19
19
19
5
21
21
21
21
21
21
7
23
23
23
23
23
23
9
20
25
20
25
25
25
10
Comments:______________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
4. Project Presentation Evaluation Form
Appropriate topic
Organization
Knowledge about the project
Question handling
Quality of visuals
Class interest
Documentation provided
13
13
13
13
13
13
(No)
15
15
15
15
15
15
(Yes)
17
17
17
17
17
17
19
19
19
19
19
19
21
21
21
21
21
21
23
23
23
23
23
23
Comments:______________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
_______________________________________________________________
11
25
25
25
25
25
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5. Group Project Peer Evaluation Form (yourself included)
Case & Project: _____________________________
Group Name ________________
Group member’s name: ______________________________
Active
Disruptive
1
1
2
2
3
3
4
4
5
5
6
6
7
7
Inactive
Constructive
7
7
Inactive
Constructive
7
7
Inactive
Constructive
7
7
Inactive
Constructive
7
7
Inactive
Constructive
Group member’s name: ______________________________
Active
Disruptive
1
1
2
2
3
3
4
4
5
5
6
6
Group member’s name: ______________________________
Active
Disruptive
1
1
2
2
3
3
4
4
5
5
6
6
Group member’s name: ______________________________
Active
Disruptive
1
1
2
2
3
3
4
4
5
5
6
6
Group member’s name: ______________________________
Active
Disruptive
1
1
2
2
3
3
4
4
5
5
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Industry organizations and journal websites of general logistics interest
Source
Type
Website
Bureau of Transportation Statistics
Governmental Agency
www.bts.gov
U.S. Department of Transportation
Governmental Agency
www.dot.gov
American Society of Transportation and Logistics (AST&L)
Professional Organization
www.astl.org
APICS The Association for Operations Management
Professional Organization
http://www.apics.org/default.htm
Council of Supply Chain Management Professionals (CSCMP)
Professional Organization
http://www.cscmp.org
Institute of Supply Management
Professional Organization
http://www.ism.ws
Reverse Logistics Association
Professional Organization
http://www.rltinc.com
American Shipper
Trade Journal
http://www.americanshipper.com/asdaily
Canadian Transportation & Logistics
Trade Journal
http://www.ctl.ca
DC Velocity
Trade Journal
http://www.dcvelocity.com
Inbound Logistics
Trade Journal
www.inboundlogistics.com
Internet Retailer
Trade Journal
http://www.internetretailer.com/home
Logistics Management
Trade Journal
http://www.logisticsmgmt.com
Logistics Today
Trade Journal
http://www.logisticstoday.com
Retailing Today
Trade Journal
http://www.retailingtoday.com
Supply Chain Brain
Trade Journal
Supply Chain Digest
Trade Journal
http://www.supplychainbrain.com/content
/index.php
http://www.scdigest.com/index.php
Transport Topics
Trade Journal
www.transporttopics.com
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