An international company in healthcare industry is currently serving the European market from three existing factories in Dusseldorf, Amsterdam, and The Hauge. Due to the huge growth in demand in recent years and analyzing the market growth in next years, the leadership team of the company is willing to add an additional plant in Geneva or Budapest. One of the main criteria for this decision is the transportation cost. The following Table shows the transportation cost per unit product from factories to the consumer markets in Brussels, Paris, Lisbon, and Zurich.

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Operation management 

An international company in healthcare industry is currently serving the European market from three existing factories in
Dusseldorf, Amsterdam, and The Hauge. Due to the huge growth in demand in recent years and analyzing the market
growth in next years, the leadership team of the company is willing to add an additional plant in Geneva or Budapest.
One of the main criteria for this decision is the transportation cost. The following Table shows the transportation cost per
unit product from factories to the consumer markets in Brussels, Paris, Lisbon, and Zurich.
From
To
Brussel Lisbon
S
Amsterdam 20
Dusseldorf 17
The Hauge
21
Budapest 37
Geneva
22
Demand
350
Show Transcribed Text
25
27
20
28
30
450
Paris
22
25
22
19
21
850
Rome
29
30
30
25
18
600
Vienna
24
19
16
30
27
450
Zurich
19
15
23
14
21
300
Supply
capacity
1100
850
550
500
500
a) The company should establish the new factory in Budapest or Geneva? Why?
(b) Due to new forecast updates, company expects 20% lower total demand. Will the result of part (a) be different?
Transcribed Image Text:An international company in healthcare industry is currently serving the European market from three existing factories in Dusseldorf, Amsterdam, and The Hauge. Due to the huge growth in demand in recent years and analyzing the market growth in next years, the leadership team of the company is willing to add an additional plant in Geneva or Budapest. One of the main criteria for this decision is the transportation cost. The following Table shows the transportation cost per unit product from factories to the consumer markets in Brussels, Paris, Lisbon, and Zurich. From To Brussel Lisbon S Amsterdam 20 Dusseldorf 17 The Hauge 21 Budapest 37 Geneva 22 Demand 350 Show Transcribed Text 25 27 20 28 30 450 Paris 22 25 22 19 21 850 Rome 29 30 30 25 18 600 Vienna 24 19 16 30 27 450 Zurich 19 15 23 14 21 300 Supply capacity 1100 850 550 500 500 a) The company should establish the new factory in Budapest or Geneva? Why? (b) Due to new forecast updates, company expects 20% lower total demand. Will the result of part (a) be different?
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