FINDING AN OPTIMAL DISTRIBUTION STRATEGY PATH IN AN UNPREDICTABLE ENVIRONMENT

Abstract

Purpose: This article introduces an innovative method designed to optimize distribution strategies with respect to future uncertainty. It goes beyond the limitations of traditional scenario-based planning that often leads to suboptimal strategies due to the unpredictability of future developments and the challenge of accurately assigning probabilities to these scenarios. Consequently, the method allows selection of the most economically viable future strategy.
Methodology: Our methodology diverges from conventional approaches by refraining from making rigid assumptions about the probabilities of future scenarios. Instead, it comprehensively explores the entire allowable probability space to identify an optimal strategy that works well in possible future developments. We employed this method in the case study of a real-world company based in Czechia, where we devised three viable distribution strategies and four model development scenarios.
Results: The application of our method demonstrated its effectiveness in selecting the most advantageous strategy, as evidenced by the results of our case study. However, the applicability of the method is contingent upon the accurate definition of potential future scenarios and the evaluation of the performance of different strategies within these scenarios.
Conclusion: Our findings suggest that this approach significantly enhances strategic planning under uncertainty. Future research will seek to refine this method further by integrating causal relationships to convey additional information across different model periods, thereby improving the robustness and applicability of the strategy selection process.