Beruflich Dokumente
Kultur Dokumente
Marketing Decisions :
50% increase in Farm Visitors
Increase in ice-cream flavours
Questions:
Can farm tour capacity meet demand?
Can ice cream factory meet demand? (Capacity,
schedule, and use of stocks)
hollyfarm
1998
Number of Visitors
15k
1999
(Proposed)
22.5k
Entry Income
60k
90k
Retail
75k
65k
Farm Shop
27k
40k
Total
102k
105k
50k
13.5k
63.5k
43.3k
20k
63.3k
25k
13.5k
38.5k
21.7k
20k
41.7k
hollyfarm
Milking Parlour
Average Hourly Demand = 80% x 200 = 64/hour
2.5
Capacity
= 12 x 6 = 72/hour
Peak Demand
hollyfarm
YEAR
1998
1999
(Proposed)
DEMAND IN LITRES
RETAIL
50k
43.3k
FARM SHOP
13.5k
20k
TOTAL
63.5k
63.3k
PRODUCTION
(LITRES)
67.2k
hollyfarm
350 litres/day
7,000 10,000 litres
6 weeks
hollyfarm
OPTIONS:
(a)
CHASE DEMAND?
(b)
(c)
(d)
hollyfarm
2600
Total
2700
5300
3400
4400
5700
5500
5000
4900
3200
2300
5000
50000
0
500
500
0
400
400
600
200
800
900
300
1200
1400
600
2000
1600
600
2200
1700
700
2400
900
300
1200
300
500
800
0
500
500
0
1300
1300
7400
6200
13600
2900
3200
5700
4200
5600
7700
7700
7400
6100
4000
2800
6300
63600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
67200
Stockholding
2700
5100
5000
6400
6400
4300
2200
400
-100
(0)
1500
(1600)
4300
(4400)
3600
(3700)
Forecast ret.
demand in 1999
Forecast farm
demand in 1999
Total forecast
demand in 1999
Production
Stockholding3600
hollyfarm
Holly Farm Production & Stockholding in Litres (Fixed Capacity) (One Flavour per Day)
J
Monthly retail
ice-cream sales
1998
Total
2600
2700
5300
3400
4400
5700
5500
5000
4900
3200
2300
5000
50000
0
300
300
0
500
500
0
400
400
600
200
800
900
300
1200
1400
600
2000
1600
600
2200
1700
700
2400
900
300
1200
300
500
800
0
500
500
0
1300
1300
7400
6200
13600
2900
3200
5700
4200
5600
7700
7700
7400
6100
4000
2800
6300
63600
5600
2700
5600
5100
5600
5000
5600
6400
5600
6400
5600
4300
5600
2200
5600
400
5600
-100
5600
1500
5600
4300
5600
3600
67200
Forecast ret.
demand in 1999
2254
2341
4595
2948
3815
4942
4769
4335
4248
2774
1994
4335
43350
Forecast farm
demand in 1999
Total forecast
demand in 1999
450
750
600
1200
1800
3000
3300
3600
1800
1200
750
1950
20400
2704
3091
(3100)
5195
(5200)
4148
(4150)
5615
(5600)
7942
(7950)
8069
(8050)
7935
(7950)
6048
(6050)
3974
(3950)
2744
(2750)
6285
(6300)
63750
(2700)
Production
Stock holding
3600
5600
6500
5600
9000
5600
9400
(7000)
5600
10850
(7000)
5600
10850
(7000)
5600
8500
(4650)
5600
6050
(2200)
5600
3700
(0)
5600
3250
(0)
5600
4900
(1650)
5600
7750
(4500)
5600
7050
(3800)
67200
Monthly farm
ice-cream sales
1998
V
L
T
(7000)
hollyfarm
Holly Farm Production & Stockholding in Litres (Variable Capacity) (One Flavour per Day)
M
2700
5300
3400
4400
5700
5500
5000
4900
3200
2300
5000
50000
0
300
300
0
500
500
0
400
400
600
200
800
900
300
1200
1400
600
2000
1600
600
2200
1700
700
2400
900
300
1200
300
500
800
0
500
500
0
1300
1300
7400
6200
13600
2900
3200
5700
4200
5600
7700
7700
7400
6100
4000
2800
6300
63600
5600
2700
5600
5100
5600
5000
5600
6400
5600
6400
5600
4300
5600
2200
5600
400
5600
-100
5600
1500
5600
4300
5600
3600
67200
Forecast ret.
demand in 1999
2254
2341
4595
2948
3815
4942
4769
4335
4248
2774
1994
4335
43350
Forecast farm
demand in 1999
Total forecast
demand in 1999
Production
Stockholding
3600
450
750
600
1200
1800
3000
3300
3600
1800
1200
750
1950
20400
2704
3091
(3100)
1400
2300
4200
3400
4148
(4150)
5600
5250
5615
(5600)
7000
6650
7942
(7950)
7000
5700
8069
(8050)
7000
4650
7935
(7950)
7000
3700
6048
(6050)
5600
3250
3974
(3950)
2800
2100
2744
(2750)
4200
3550
6285
(6300)
5600
2850
63750
(2700)
5195
(5200)
5600
3800
Monthly retail
ice-cream sales
1998
Monthly farm
ice-cream sales
1998
V
L
T
2600
Total
63000
hollyfarm
Holly Farm Production and Stockholding in Litres (Fixed Capacity) (Two Flavours per Day)
M
2700
5300
3400
4400
5700
5500
5000
4900
3200
2300
5000
50000
0
300
300
0
500
500
0
400
400
600
200
800
900
300
1200
1400
600
2000
1600
600
2200
1700
700
2400
900
300
1200
300
500
800
0
500
500
0
1300
1300
7400
6200
13600
2900
3200
5700
4200
5600
7700
7700
7400
6100
4000
2800
6300
63600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
5600
67200
Stockholding
2700
5100
5000
6400
6400
4300
2200
400
-100
1500
4300
3600
Forecast ret.
demand in 1999
2254
2341
4595
2948
3815
4942
4769
4335
4248
2774
1994
4335
43350
Forecast farm
demand in 1999
Total forecast
demand in 1999
Production
Stockholding
3600
450
750
600
1200
1800
3000
3300
3600
1800
1200
750
1950
20400
2704
3091
(3100)
4800
5700
4800
7400
5195
(5200)
4800
7000
(6600)
4148
(4150)
4800
7650
(7250)
5615
(5600)
4800
6850
(6450)
7942
(7950)
4800
3700
(3300)
8069
(8050)
4800
450
(50)
7935
(7950)
4800
-2700
(0)
6048
(6050)
4800
-3950
(0)
3974
(3950)
4800
-3100
(850)
2744
(2750)
4800
-1050
(2050)
6285
(6300)
4800
-2550
(0)
63750
(2700)
Monthly retail
ice-cream sales
1998
Monthly farm
ice-cream sales
1998
V
L
T
2600
(7000)
Total
57,600
hollyfarm
10
Holly Farm Production & Stockholding in Litres (Variable Capacity) (Two Flavours per Day)
J
Monthly retail
ice-cream sales
1998
Total
2600
2700
5300
3400
4400
5700
5500
5000
4900
3200
2300
5000
50000
0
300
300
0
500
500
0
400
400
600
200
800
900
300
1200
1400
600
2000
1600
600
2200
1700
700
2400
900
300
1200
300
500
800
0
500
500
0
1300
1300
7400
6200
13600
2900
3200
5700
4200
5600
7700
7700
7400
6100
4000
2800
6300
63600
5600
2700
5600
5100
5600
5000
5600
6400
5600
6400
5600
4300
5600
2200
5600
400
5600
-100
5600
1500
5600
4300
5600
3600
67200
Forecast ret.
demand in 1999
2254
2341
4595
2948
3815
4942
4769
4335
4248
2774
1994
4335
43350
Forecast farm
demand in 1999
Total forecast
demand in 1999
Production
Stockholding
3600
450
750
600
1200
1800
3000
3300
3600
1800
1200
750
1950
20400
2704
3091
(3100)
2400
3300
3600
3800
4148
(4150)
6000
6450
5615
(5600)
6000
6850
7942
(7950)
6000
4900
8069
(8050)
6000
2850
7935
(7950)
6000
900
6048
(6050)
6000
850
3974
(3950)
4800
1700
2744
(2750)
4800
3750
6285
(6300)
4800
2250
63750
(2700)
5195
(5200)
6000
4600
Monthly farm
ice-cream sales
1998
V
L
T
62,400
hollyfarm
11
RECOMMENDATIONS
Farm Capacities?
Number of Flavours?
Which Flavours?
hollyfarm
12