The Logistics Institute


"Logistics Process Diagnostics was one of the first modules I took with the Logistics Institute. It was and still is one of my favourite modules taken thus far, the facilitators and course content was amazing.

The “Beer game” is used to drive home the “Bull Whip Effect” and what causes it to occur. The bull whip effect is mainly caused by three underlying problems: 1) a lack of information, 2) the structure of the supply chain and 3) a lack of collaboration.

The Game: you are assigned to a group of 4 and participate as the Supplier, Manufacturer, Distributor or Retailer. The task is to produce and deliver units of beer: the factory produces and the other three stages deliver the beer units until it reaches the customer at the downstream end of the chain.

The aim of the players is rather simple: each of the four groups must fulfill incoming orders of beer by placing orders with the next upstream party.

Communication and collaboration are not allowed between supply chain stages, so players invariably create the so called Bull Whip Effect.



This strategic level module addresses a series of themes relating to strategic direction for the organization and its supply chain partners. The session gives participants an appreciation for the critical importance of a well-defined customer value creation strategy. It also provides learners with a set of skills that support all aspects of execution within their organization and across the supply chain.

Nov 15 -
Nov 17, 2017
Sep 10 -
Oct 5, 2018
Nov 8, 2017


Participants will learn:

• That customer value is derived from the organization’s value proposition and is delivered by the supply chains selected.

• A tool to analyze the relative importance of their business to their suppliers and vice versa.

• How high performing supply chains can contribute to or diminish the process of new product/service development and introduction to the marketplace.

• To appreciate the benefits and risks associated with e-commerce and the impacts of e-commerce tools and practices on supply chain costs.

• The difference between efficient and responsive supply chains.

• A service quality model – understanding the various points of potential mismatch and the need to perform an analysis of their service with customers.

• How a supply chain is operationalized – creating an action plan.


Self Study Component

a. Readings

The readings are provided for general industry background and to generate ideas for application to the case solutions that will be explored in the group session.

b. Case Studies

The main case studies for the Supply Chain Strategies module are Ferle Foods, Inc. and NewShop Canada. All participants should become familiar with both of these cases and come to the session prepared to actively participate in either case with a case study group.

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