Global Supply Chain Management: The Fresh Connection Simulation Report

Global Supply Chain Management
The Fresh connection Simulation Report

1. Introduction
The Fresh Connection Simulation was indeed one of the best aspects of the course. It
made us get out of our comfort zones and take on the seemingly complex challenge of making a
company profitable. We donned the roles of functional managers and were introduced to several
real-world challenges that one has to deal with on a daily basis. This experience was very
enriching and several times more valuable than we could ever get out of any textbook.
2. Learnings from the game
 Learnings in Sales: We learnt what drives the supply chain and realized where the
revenue flows from. Our strategy was built around ‘sales’. We were introduced to several
concepts as in practical business such as contract index, service levels, product shelf life,
promotions, forecasting etc. The element of uncertainty which we see in the real world,
was also brought to life through the simulation. Most of these concepts were covered in
our course and thus reinforced our learning.
 Learnings in Procurement: We learnt from this simulation a lot about procurement.
Every conceivable challenge and decisions a procurement manager faces in the real world
was manifested in the simulation. We were able to appreciate the total cost of ownership
concept and how sometimes other factors such as quality and reliability outweigh
material costs. Concepts such as VMI and supplier development and the expected
benefits were also made clear. Reliability of suppliers and how they affect production
was also underscored.

 Learnings in Supply Chain: There was so much to learn about the production challenges
in a manufacturing company. Dealing with perishable products increased the challenge
even further. It took us a few rounds to determine the optimal level of component
availability, safety stock, lot size and the finished goods availability. Taking cues from
the in-class discussions and through trial and error, we might have arrived at the optimal
setting for the given scenario.
 Learnings in Operations: There are so many factors an Operations Manager has to
consider, this simulation probably taught us more than any operations management
course could have. We understood how factors such as adherence to production plan,
utilization of warehouses, man-power etc could have direct bearing on costs and how
these costs affect the overall profit of an organization. We also understood the
significance of maintenance and training in an industrial setting and how it helps to
improve throughput.
3. Challenges
 Simulation Complexity - Like all simulations, the complexity of this game was a
challenge. Our strategy aimed at some objective. Because of the interplay of so many
different factors, players and uncertainties (as in the real world), the outcomes were
usually not what we desired. It often made us question whether we were on the right
track. We were only making incremental gains in the beginning. But we stuck with our
choices, hoping that we would gain big in the long run and it would work.
 Overwhelming Parameters - At first sight, we felt overwhelmed with abundant
information and so many unfamiliar & vaguely familiar terms. The information center
proved useful on many occasions; but it was a challenge to understand these different
terms, their bearing and interrelationships. But as the saying goes, experience is the best
teacher. We tried not to play with too many parameters in the same round lest we do not
understand which one of those had the most significant impact. Thus, by testing few
parameters every round and using our learnings from the course, we found the most
relevant parameters affecting our operations.
 Competition - The fact that we were competing with nineteen other teams was a great
challenge. While most teams took drastic changes and had their fortunes swing up and
down, we decided to take calculated risks and be more consistent. Our strategy did not
get us to the top of the table, but it probably would have with a few more rounds.
4. Changes
The simulation is finely designed to stimulate our thinking and had us excited from the
very beginning. For the novice Supply Chain Manager, the parameters could be
overwhelming. It is not always easy to see how the different parameters and actions are
related. Hence, indicating the formulas or a multimedia illustration or some kind of hint
would help us get started in the right direction.

There are a few other changes that we would like to recommend. For example, the graphs
for each parameter open in several separate tabs making it slightly inconvenient in
navigation. Also, the system ought to be more responsive for an improved experience

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Global Supply Chain Management

The Fresh connection Simulation Report

2. Learnings from the game

our course and thus reinforced our learning.

 Learnings in Procurement: We learnt from this simulation a lot about procurement.

was also underscored.

in a manufacturing company. Dealing with perishable products increased the challenge

setting for the given scenario.

 Learnings in Operations: There are so many factors an Operations Manager has to

significance of maintenance and training in an industrial setting and how it helps to

relevant parameters affecting our operations.

would help us get started in the right direction.

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