Wholesale Price Rebate vs. Capacity Expansion: Optimal Strategy for Seasonal Products in a Supply Chain
Special Topics I
Wholesale Price Rebate vs. Capacity Expansion:
Optimal Strategy for Seasonal Products in a Supply Chain
Speaker：Kwei-Long Huang Professor (Institute of Industrial Engineering, NTU)
Location：Engineering Building I , R901
We consider a supply chain in which one manufacturer sells a seasonal product to the end market
through a retailer.Faced with uncertain market demand and limited capacity, the manufacturer can maximize its profits
by adopting one of two strategies, namely,wholesale price rebate or capacity expansion. In the former, the manufacturer provides
the retailer with a discount for accepting early delivery in an earlier period. In the latter, the production capacity of the
manufacturer in the second period can be raised so that production is delayed until in the period close to the selling season to avoid holding costs.
Our research shows that the best strategy for the manufacturer is determined by three driving forces: the unit cost of holding inventory
for the manufacturer, the unit cost of holding inventory for the retailer, and the unit cost of capacity expansion.
When the single period capacity is low, adopting the capacity expansion strategy dominates as both parties
can improve their profits compared to the wholesale price rebate strategy. When the single period capacity is sufficient,
on the other hand, the equilibrium outcome is the wholesale price rebate strategy.