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OR Case Study Analysis

-By
Aditya Karam( 04), Gurjinder Singh(10), Deepti
Sana(40), Kaushik Mandal(41), Pankaj Bajaj(59)

CASE 4.2 NEW FRONTIERS


A Summary
Rob Richman, president of AmeriBank is bothered about the state of his bank.
AmeriBank, a medium-sized bank with branches throughout the United States, is
headed for dire economic straits. The bank is simply losing customers to nonbank
and foreign bank competitors. Many American banks have been suffering
significant losses because of increasing competition from nonbank and foreign
bank competitors offering services typically in the domain of American banks.
Rob has one strategy for distinguishing AmeriBank from its competitors is to
improve services that nonbank and foreign bank competitors do not readily
provide transaction services. Internet allows this convenient transaction method.
Over the Internet, customers are able to perform transactions on their desktop
computers either at home or at work.
Rob needs to understand the market for Web banking and the services
AmeriBank should provide over the Internet. Like balance inquiries, transactions,
limitations, recapture a portion of the investment market by continuously running
stock prices and allowing customers to make stock transactions over the Internet
for a minimal fee.
Rob has decided to outsource the survey project to a professional survey
company. He has opened the project up for bidding by several survey companies
and will award the project to the company which is willing to perform the survey
for the least cost.
Sophisticated Surveys is one of three survey companies competing for the project.
Rob provided each survey company with a list of survey requirements to ensure
that
AmeriBank receives the needed information for planning the Web banking
project.
1

He tries to acquire information about the age groups of account holders, their
internet usage ability, income levels, and investment behavior. AmeriBank wants
to interview 2,000 customers with at least 20 percent from the first age group, at
least 27.5 percent from the second age group, at least 15 percent from the third
age group, and at least 15 percent from the fourth age group. Rob wants to
ensure that the survey includes a mix of customers who know the Internet well
and those that have less exposure to the Internet. To ensure that AmeriBank
obtains the correct mix, he wants to interview at least 15 percent of customers
from the Silicon Valley where Internet use is high, at least 35 percent of
customers from big cities where Internet use is medium, and at least 20 percent
of customers from small towns where Internet use is low.
Sophisticated Surveys has performed an initial analysis of these survey
requirements to determine the cost of surveying different populations. The costs
per person surveyed are listed in the following table:

Region
Silicon Valley

18 to 25
$4.75

26 to 40
$6.50

41 to 50
$6.50

51 and over
$5.00

Big cities
Small towns

$5.25
$6.50

$5.75
$7.50

$6.25
$7.50

$6.25
$7.25

Sophisticated Surveys explores the forthcoming options cumulatively.

(a)Formulate a linear programming model to minimize costs while meeting all


survey constraints imposed by AmeriBank.
Ans. Let,
X1 is the no of people from Silicon Valley under age group 18-25
X2 is the no of people from Silicon Valley under age group 26-40
X3 is the no of people from Silicon Valley under age group 41-50
X4 is the no of people from Silicon Valley above age group 51
X5 is the no of people from big-cities under age group 18-25
X6 is the no of people from big-cities under age group 26-40
X7 is the no of people from big-cities under age group 41-50
X8 is the no of people from big-cities above age group 51
X9 is the no of people from small towns under age group 18-25
X10 is the no of people from small towns under age group 26-40
X11 is the no of people from small towns under age group 41-50
X12 is the no of people from small towns above age group 51

Min z=4.75 x1+ 6.50 x2+ 6.50 x3+5 x4+5.25 x5+5.75 x6+ 6.25 x7+ 6.25 x8+ 6.50
x9+ 7.50 x10+ 7.50 x11+ 7.25 x12
Constraints:
x1+ x2+ x3+ x4+ x5+ x6+ x7+ x8+ x9+ x10+ x11+ x12=2000 .(1)
x1+ x2+ x3+ x4>=300... (2)
x5+ x6+ x7+ x8>=700 . (3)
x9+ x10+ x11+ x12=>400... (4)
x1+x5+x9>=400 .. (5)
3

x2+x6+x10>=5500. (6)
x3+x7+x11>=300... (7)
x4+ x8+ x12>= 300... (8)
x1, x2, x3, x4, x5, x6, x7, x8, x9, x10, x11, x12>=0.....(9)

X1=600
X2=0
X3=0
X4=300
X5=0
X6=550
X7=150
X8=0
X9=250
X10=0
X11=150
X12=0

(b) If the profit margin for Sophisticated Surveys is 15 percent of cost, what bid
will they submit?
Ans. Given that the profit margin is 15%, Sophisticated Surveys will submit the
following bid:
= (2850+0+0+1500+0+3162.50+937.5+0+1625+0+1125+0)*1.15 $
= (11199.5)*1.15 $
=12879.4 $

(c) After submitting its bid, Sophisticated Surveys is informed that it has the
lowest cost but that AmeriBank does not like the solution. Specifically, Rob feels
that the selected survey population is not representative enough of the banking
customer population. Rob wants at least 50 people of each age group surveyed in
each region. What is the new bid made by Sophisticated Surveys?
Ans. The additional constraints will look like:
X1, x2, x3, x4, x5, x6, x7, x8, x9, x10, x11, x12 >50
The new bid will be:
= (237.50+325+975+250+262.5+625+3125+1950+4500+375+362.5)1.15
=14935.6 $

(d) Rob feels that Sophisticated Surveys oversampled the 18- to 25-year-old
population and the Silicon Valley population. He imposes a new constraint that no
more than 600 individuals can be surveyed from the 18- to 25-year-old population
and no more than 650 individuals can be surveyed from the Silicon Valley
population. What is the new bid?
Ans. In addition to 1st 20 constraints of the 1st bid these two constraints are
added:
X1+x5+x9<= 600 (21)
X1+x2+x3+x4<=650. (22)

The new bid is= (11450)1.15


=1322.5 $

(e) When Sophisticated Surveys calculated the cost of reaching and surveying
particular individuals, the company thought that reaching individuals in young
population would be easiest. In a recently completed survey, however,
Sophisticated Surveys learned that this assumption was wrong. The new costs for
surveying the 18- to 25-year-old population are listed below:

Region survey cost per


person
Silicon Valley

$6.50

Big cities

$6.75

Small towns

$7.00

Given the new costs, what is the new bid?

Ans. The new costs are as follows:


x1=6.5$
x5=6.75 $
x9=7 $
As the constraints are changing we will see whether these changes in the current
objective coefficient will have an effect on the final output or not.
Is this current case we need to apply 100% Rule.

10

From the above table we get the values of allowable increases of the decision
variables (for X1, X5, X9):
I1= (5.00-4.75) =0.25 &

C1=6.50-4.75=1.75

I5= (5.25-5.25) =0 &

C5=6.75-5.25=1.50

I9= (6.63-6.50) =0.13 &

C9=7.00-6.50=0.50

Now,
R1=1.75/0.25=7.00 i.e. 700%
R5=1.50/0=
R9=0.50/0.13=3.8 i.e. 380%
rj= more than 1000%
So its far greater than 100%, the new z value will definitely.

11

The new bid will be = (12012.5)*1.15


=13814.375 $

12

(f) To ensure the desired sampling of individuals, Rob imposes even stricter
requirements. He fixes the exact percentage of people that should be surveyed
from each population. The requirements are listed below:
18 to 25
26 to 40
41 to 50
51 and over

25%
35%
20%
20%

Silicon Valley
Big cities
Small towns

20%
50%
30%

By how much would these new requirements increase the cost of surveying for
Sophisticated Surveys? Given the 15 percent profit margin, what would
Sophisticated Surveys bid?
Ans. In the light of these stricter requirements imposed, there will be no change
in the objective function. Only a few constraints will be added. These have been
given below:
Min Z= 6.50 x1+ 6.50 x2+ 6.50 x3+5 x4+6.75 x5+5.75 x6+ 6.25 x7+ 6.25 x8+ 7.0 x9+
7.50 x10+ 7.50 x11+ 7.25 x12
But all the constrains can be rewritten as follows:
x1+ x2+ x3+ x4+ x5+ x6+ x7+ x8+ x9+ x10+ x11+ x12=2000.(1)
x1+x5+x9=500.. (2)
x2+x6+x10=700... (3)
x3+x7+x11=400 (4)
x4+x8+x12=400... (5)
x1+ x2+ x3+ x4=400.. (6)
13

x5+ x6+ x7+ x8=1000... (7)


x9+ x10+ x11+ x12=600 (8)

Total cost :( 0+0+0+2000+0+4025+1875+0+3500+0+750)1.15


= (12150)*1.15
=13972.5 $

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