Case Article—GreatDeal and NewChicken Merger: Designing an Omni-Channel Supply Chain

Abstract

In this case study, we consider the design and redesign of an omni-channel supply chain, following a merger of two existing companies. Prior to the merger, each company has their existing supply chain and operational strengths. Specifically, one company is a more established brick-and-mortar chain and the other is a web-based, e-commerce retailer. Postmerger, they need to evaluate the supply chain structure in terms of sales channels, distribution and fulfillment strategies, and inventory management (especially for three specific groups of products). The case study presents information regarding the market conditions that forced the two companies to merge and offers information to evaluate two competing proposals from senior executives regarding navigating the integration of the online and physical supply chains. The case article discusses the role of this integrated problem within a supply chain management or an inventory management course. In the case article, we present a literature review regarding the positioning of the posed problem among the existing works. We also highlight our experiences in teaching the case. The case “Teaching Note” presents a number of discussion questions depending on the usage of the case, offers answers to specific discussion questions, and provides guidance regarding classroom discussion. We also have a complementary Microsoft (MS) Excel template that can be shared with students and a complete MS Excel spreadsheet presenting the solutions.