Matching Supply and Demand with Lead-Time Dependent Price and with Safety Stocks in a Make-to-Order Production System

We studied the ability to reduce the supply–demand mismatch of a periodic Make-to-Order (MTO) production system using safety stocks with marketing managing demand using lead-time guarantee and price as levers. The aim is to understand the interdependencies between lead-time guarantee, price, and safety stocks. We modeled the problem as an unconstrained stochastic non-linear programming problem, maximizing the expected profit per-unit time and obtaining a closed-form solution. The price is a function of the lead-time guarantee. Based on the sensitivity analysis of problem parameters, we found that lead-time competitiveness is adversely affected by a low safety stock level, MTO production rate (i.e., low supply capability), and product price (i.e., high demand volume). A shorter lead-time requires higher safety stock through reduced product and inventory holding costs. A higher price for a shorter lead-time in a lead-time-sensitive market reduces the safety stock. In a price-sensitive market, lead-time is decreased instead of the price. Demand variation results in longer lead-time and higher safety stock (provided the holding cost is low). For a higher price premium, price increases and lead-time decrease (safety stock increases). The integrated operation-marketing model captures the complex trade-offs not seen in a hierarchical model to produce better solutions.