O “EFEITO CHICOTE” E A COORDENAÇÃO DA CADEIA DE SUPRIMENTOS: ESTUDO DE CASO NA GENERAL MOTORS DO BRASIL

Abstract

The main purpose of this study was how the Coordination of a Supply Chain can help a company avoid the Bullwhip Effects.Using the example of General Motors of Brazil (GMB), which were identified several obstacles to the coordination of the chain, causing the decrease of profitability. The implementation of the AutoGIRO system benefited the network inventory management, enabling the availability of the product in the various dealers, also improving internal information sharing and between the levels and consequently the visibility as a whole. Before the GMB system, that is based on VMI (Vendor Managed Inventory), the targets were based on purchasing parts from dealers, which had high inventories, because of lack of good demand forecasting; thus, the company went on to launch sales targets. The study had it bases on bibliographic research, which was in books and articles. Results reveal how much the Forrester Effect weighs in a supply chain, and how the wrong information could disturb the outputs, the objectives and the profitability overall. In conclusion, despite the barriers, it is possible to reduce this effect.