Orgatma – the 3PL challenge
Publication date: 31 October 2023
Abstract
Learning outcomes
This case study would help students in understanding the dynamics of logistics and logistics vendor roles and contributions to overall business operations. The case study covers real-time information for applying the theoretical knowledge students gain related to the selection of logistics vendor. It would help students to understand and evaluate the dynamics of a new start-up related to cost, profits and dependency; understand and analyze the importance of third-party logistics (3PL) service providers in the supply chain; become aware of the key performance indicators (KPIs) important in the selection of logistics vendor; and develop and create measures for selecting logistics vendors on the basis of KPIs.
Case overview/synopsis
This case study was about an innovative start-up operating in the field of organic edible oils. The company catered to end consumers with its indigenous technology and processes. The innovative and healthy products were appreciated by the consumers, as was reflected in the surging demand figures. With the increasing popularity of organic products, the orders were surging. At the same time, issues such as damaged product delivery, increased cost per delivery of small packages and failure to deliver because of unserved pin codes by their logistics partners were being faced by the company. The case discusses the dilemma faced by the protagonist regarding the selection of the right 3PL partner. The case study is suitable for teaching courses in operations and logistics, supply chain management and entrepreneurship-related courses.
Complexity academic level
This case study is appropriate for postgraduate courses in entrepreneurship, operations management, logistics and supply chain management and general management.
Supplementary materials
Teaching notes are available for educators only.
Subject code
CSS9: Operations and logistics.
Keywords
Acknowledgements
The authors express their sincere gratitude towards Mr. Mohnish Dange, Mr. Hemant Kattewar and all the Directors of the Orgatma Science Pvt. Ltd. for extending their generous support and information. We also express our deep gratitude towards Dr. Michael Goldman, Chief editor, Emerging Markets Case Studies, Emerald Publishing, Dr. Vandana Sonwaney and Dr. Aasha Sharma, Guest Editors of Innovative Start Ups in Emerging Markets: Special Issue for guiding and encouraging through this Case writing journey.
Disclaimer. This case is written solely for educational purposes and is not intended to represent successful or unsuccessful managerial decision-making. The authors may have disguised names; financial and other recognisable information to protect confidentiality.
Citation
Choubey, V.M., Joshi, P.V. and Kharde, Y.P. (2023), "Orgatma – the 3PL challenge", , Vol. 13 No. 3. https://doi.org/10.1108/EEMCS-11-2022-0428
Publisher
:Emerald Publishing Limited
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