Kaps Foods India Pvt. Ltd.: Data Mismanagement
(4 pages of text)
Kaps Foods India Private Limited (Kaps), a privately held company, was one of the leading manufacturers of ice cream in Raipur, Chhattisgarh, in Central India. The company’s manufacturing unit had the capacity to produce 20,000 litres of ice cream per day in 65 different stock keeping units. In December 2016, Kaps was dealing with an issue of demand and supply mismatch. Seasonality in the demand of ice cream created an imbalance between demand and supply for some variants of ice cream, and this situation has created dissatisfaction among customers. The shortage of some ice cream variants has resulted in a loss of sales and goodwill. The company’s sales and marketing head became aware of the issue while reviewing customer feedback forms. He needed determine how the problem was affecting Kaps’ performance and what needed to be done to solve it.
This case can be used in operations management and service operations courses at the graduate or postgraduate level. It focuses on aspects of demand forecasting and service strategy, specifically by examining a demand and supply mismatch. The case will help students understand various management issues involved in identifying the effects of this mismatch and determine ways to address it. After working through the case and assignment questions, students will develop the ability to
- Eexplain the effect of a supply and demand mismatch on a firm’s long-term performance, and identify ways to address this issue;
- describe various facets of demand forecasting models, and determine the most suitable model for a specific business; and
- use the strategic service vision framework to analyze the alignment between service strategy and demand for a target market.
India, Small, 2016
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