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BarillaCase Presentation

Team: HorizonsSaras Agarwal, Kevin Love, Jennifer Mason, Benedetta Piva, Janani Prithviraj

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Barilla – Positioned ForGrowth

• Revoltioni!ed Pasta "ndstr# – Strong $rand na%e

 – &igh 'alit# (rod)t

 – "nnovative Mar*eting (rogra%

•

Co%(le+ distri$tion networ* – C-Cs• Large n%$er of (rod)ts )ases additional

)o%(le+it# in the s((l# )hain – .ar#ing shelf life a/e)ts distri$tion

 – More )o%(le+ %anfa)tring (ro)esses

 – Fresh – fro% 0 – 0 da#s• C-C  "nde(endent agents  12 regional warehoses

in "tal# S(er%ar*ets

 – -r# – fro% 02 wee*s – 3 %onths• C-C -istri$tors s(er%ar*ets  Re%aining dr# (rod)ts  

04 s%all Barilla owned warehoses

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S((l# Chain "sses5verview

• &igh varia$le ordering (atterns fro% downstrea%distri$tors

• 5((osition fro% distri$tors as well as internal

sales sta/ to i%(le%ent a Jst6"n67i%e6-istri$tion 8J"7-9 (oli)#

• Bllwhi( e/e)t in the s((l# )hain: in)reases )ostand de)reases ;ll rates

•  Fo)sed on the fl;ll%ent of distri$tor orders,not )sto%er de%and

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"sse

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Re)o%%endations – "nternalSta/ 

• Barilla needs to restart the J"7- (rogra%$eginning with internal sta/

 – ""FM

•

Progra% will assist the% in %eeting theirsales targets

 – &ow

• ?ver#da# low (ri)ing strateg#

•

ew Pro%otion Poli)ies• ew sales in)entive (rogra%

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Re)o%%endations 6-istri$tors

• Contine J"7- (rogra% with distri$tors

 – ""FM

• "n)reased servi)e levels with less e/ort

•

Lower re'ired safet# sto)* – &ow

• -is)onts to distri$tors willing toi%(le%ent two6wa# ?le)troni) -ata

"nter)hange 8?-"9• "%(le%entation of the .endor Manage%ent

"nventor# 8.M"9