4 Operations Research
4.1 Emesa: Marketing Campaign Optimization
4.1.1 The Business Case and Problem
The business case described in this case study is that of Emesa, a Dutch company that operates an online flower delivery service. Emesa faced a problem with its delivery logistics, as the company was struggling to effectively plan and schedule its deliveries in a way that would meet customer demand while also maximizing efficiency and minimizing costs.
4.1.2 How It is Solved?
To solve this problem, Emesa turned to Gurobi, a mathematical optimization software company, for help. Gurobi’s optimization algorithms were used to build a customized delivery planning and scheduling model for Emesa, which took into account various constraints and objectives such as delivery capacity, vehicle availability, and delivery time windows.
The model was able to provide Emesa with optimal delivery plans that were both cost-effective and feasible to execute. This allowed Emesa to better meet customer demand, reduce costs, and increase efficiency.
4.1.3 Benefits
One key benefit of using the Gurobi model was that it allowed Emesa to make more informed and strategic decisions about its delivery operations. By using data and optimization algorithms, Emesa was able to better understand its delivery capabilities and identify opportunities to optimize its operations. This helped the company to improve its planning and scheduling processes, and ultimately led to cost savings and increased customer satisfaction.
Another benefit of the Gurobi model was that it allowed Emesa to be more flexible and adaptable in its operations. With the ability to quickly generate and evaluate different delivery plans, Emesa was able to respond to changes in demand or other variables in real-time, ensuring that it was always operating at peak efficiency.
The implementation of the Gurobi delivery planning and scheduling model was a success for Emesa. It helped the company to streamline its operations, reduce costs, and improve customer satisfaction, leading to a positive impact on the company’s bottom line.