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Demand Management Process Restructuring: A Case Study in the Generic Pharmaceutical Industry
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
2009 (English)Independent thesis Advanced level (degree of Master (Two Years)), 30 credits / 45 HE creditsStudent thesis
Abstract [en]

Background: At the heart of supply chain management is the efficient flow of demand data originating from the end customer upstream through the various links in the supply chain.  Demand management is the supply chain management process that balances the customer demand with the capabilities of the supply chain. With the right process in place, management can match supply with demand proactively and improve overall supply chain performance. A common challenged experienced in supply chains is demand variability which leads to supply disruptions, poor asset utilization and poor product availability.

Problem: Mylan Pharmaceuticals has recently acquired numerous pharmaceutical companies in various parts of the world in its effort to develop a truly global supply chain.  The merging of these different supply chains has resulted in the need to standardize processes, such as forecasting, order management, purchasing, etc., as they have been carried out in a multitude of different ways prior to Mylan’s acquisition.  Demand variability has always been a challenge for Mylan and its subsidiaries; however, the lack of standardization of demand management processes has exacerbated this problem.

Purpose: The purpose of this research is to investigate and illustrate the restructuring of various demand management processes and their influence on managing demand variability.  The supply chain of Mylan Pharmaceuticals will serve as case study for this investigation.

Methodology: The study presented is of qualitative nature and employs a case study strategy. The research was conducted through strong involvement with the case company, Mylan Pharmaceuticals, as one of the authors was undertaking an internship with the company at the same time as the research for this study was conducted. The research is supported by qualitative data collected through interviews and observations.

Conclusion: The process restructuring Mylan has undertaken and consequently the changes that have been implemented in the course of these activities, have shown positive impact on mitigating the variability of demand. However, a number of factors that have been identified as causes of demand variability remain untouched by Mylan’s restructured demand management processes and will have to be addressed in the future to ensure sustainable reduction in demand variability.

Place, publisher, year, edition, pages
2009. , 74 p.
Keyword [en]
Supply Chain Management, Demand Management, Process Restructuring, Demand Variability, Supply Chain Integration, Information Sharing
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:hj:diva-9734OAI: oai:DiVA.org:hj-9734DiVA: diva2:228464
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2009-08-03 Created: 2009-08-02 Last updated: 2009-08-03Bibliographically approved

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Citation style
  • apa
  • harvard1
  • ieee
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More styles
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  • de-DE
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