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Sains (DFX Global)
Sains (DFX Global)
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For this Management Science Course, we are required to do assignment on how linear
programming is related to our chosen area of study. Our group consists of 6 members and
we chose marketing as our study field. We conducted an interview with the DFX GLOBAL
RESOURCES¶s Manager and Marketing Coordinator, Mr. Mohamad Rosli Bin Abdullah.
RESOURCES located at No. 9 Tingkat 1, Jalan Lada Hitam, Taman Sri Tengah, 86000
Kluang, Johor and certified under the Business Registration Act 1956. This company led by
two partners, where one of them has extensive experience of over 15 years experience in
Information Technology. Meanwhile, his partner was more than 5 years experience in
qualified and trained manpower. The company always ready to carry out any work entrusted
to the well and put the best quality service and customer satisfaction.
solutions in Kluang, Johor. Previously known as the DFX GLOBAL RESOURCES, aims to
opportunities in ICT atmosphere. In February 2008, while retaining the status of the
Bumiputra, the team of experienced personnel recruiting and diversity efforts only focus on
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providing communications consulting and media service company, primarily through the
Development technology and management and Technical Training is a priority in the DFX
GLOBAL RESOURCES. Effective advisory provides opportunities for the DFX GLOBAL
RESOURCES to provide and supply services from foundation up to the supply of trained
the current market. Its main activities are focused on Information Technology (IT). Among
the supplies, to rent and sell equipment related to IT such as computers, scanners, printers
and so forth. The company also provides computer repair services to foreign companies and
individuals as well as offering audio (PA) systems, video and photography for a variety of
With the concept of IT, DFX GLOBAL RESOUCES also provides software
development services (Desktop & Web Applications) and making web pages and E-
commerce. Offers made to all individuals and companies who are interested. The company
is also available to supply product such as clothing and souvenirs by the demand and
In an effort to improve the quality and service, DFX GLOBAL in December 2009
has established two branches, each of which is located in Kluang, Johor and Bangi,
Selangor. In addition, DFX GLOBAL RESOURCES has also widened the scope of services
such as supply of stationary, teaching aids, food and beverage, advertising, agricultural
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distribution, and aggregate production planning problems are the most typical objects of LP
analysis.
Linear programming deals with a class of programming problems where both the
objective function to be optimized is linear and all relations among the variables
corresponding to resources are linear. This problem was first formulated and solved in the
late 1940¶s. Rarely has a new mathematical technique found such a wide range of practical
theoretical development, in such a short period of time. Today, this theory is being
In very recent times, linear programming theory has also helped company to resolve
and unify many outstanding applications. It is important for the reader to appreciate, at the
outset that the ³programming´ in Linear Programming is of a different flavor than the
Any LP problem consists of an objective function and a set of constraints. In the most
cases, constraints come from the environment in which you work to achieve your objective.
When we want to achieve the desirable objective, we will realize that the environment is
setting some constraint (i.e., the difficulties, restrictions) in fulfilling your desire or
objective.
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A function is a thing that does something. For example, a coffee machine is a function
that transforms the coffee beans into powder. The (objective) functions maps and translates
the input domain (called the feasible region) into output range, with the two end-values
½c The objective function must be linear. That is, check if all variables have power of 1
½c The constraints must also be linear. Moreover, the constraint must be of the following
For most LP problems one can think of two important classes of objects: The first is
limited resources as land, plant capacity, or sales force size; the second is activities such as
produce low carbon steel, produce stainless steel and produce high carbon steel. Each
activity consumes or possibly contributes additional amounts of the resources There must
be an objective function. The problem is to the best combination of activity levels, which do
not use more resources than are actually available. Many managers are faced with this task
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Linear programming can be used to determine the proper mix of media to use in an
advertising campaign. In this case, it can be used to determine the proper mix of channel to
use in a promotion activity in DFX GLOBAL RESOURCES. Suppose that the available
media are internet (website of the company and Facebook), salespersons (Sales and Marketing
course, the cost of placing an advertisement depends on the medium chosen. Since each
medium may provide a different degree of exposure of the target population, there may be a
lower bound on the total exposure from the campaign. Also, each medium may have a
different efficiency rating in producing desirable results; there may thus be a lower bound on
efficiency. In addition, there may be limits on the availability of each medium for advertising.
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The DFX GLOBAL RESOURCES has assigned the sales and marketing coordinator to
determine the types and amount of advertising it should invest in for its company. The four
types of advertising and promotion are by the sales person, internet, promotion by DFX
GLOBAL RESOURCES and media massa. Promotion by sales persons is use brochures and
talks to consumers, internet is absolutely use the website, promotion by the company itself
use campaign or open the kiosk stall and lastly is promotion with media massa with using
the electronic media and print media like radio, television or pamphlets.
DFX GLOBAL RESOURCES has a yearly promotion budget of RM100, 000. The
company desires to know the number of each type of promotion it should invest more, in
order to maximize exposure. It is estimated that each advertising or promotion will reach the
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1)c The sales persons have time available for 6 promotion talks.
3)c The kiosk stall promotion has events available for 5 advertisements.
5)c The sales and marketing has time and workers available to handle no more than a total
of 15 advertisements.
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This model consists of 4 decision variables that represent the number of each type of
advertisement:
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The objective of this problem is to maximize audience exposure. The objective audience
exposure is determined by summing the audience exposure gained from each type of
advertising:
7 000 X3 = estimated number of people reached by kiosk stall event promotion by DFX
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The first constraints in this model reflects the limited budget of RM 100 000 allocated for
advertisements.
Where:
5 000 X3 = amount spent for kiosk stall promotion advertising by DFX GLOBAL
RESOURCES.
X1 < 6
X2 < 3
X3 < 5
X4 < 4
The final constraint specifies that the total number of advertisement must not exceed 15
X1 + X2 + X3 + X4 15 advertisements
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The complete linear programming model for this problem is summarized as:
Subject to:
X1 < 6
X2 < 3
X3 < 5
X4 < 4
X1 + X2 + X3 + X4 15
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7000X3 + 5000X4
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Computer software packages are built to handle linear programs involving large numbers of
variables and constraints. In our research, we will make solution which is to maximize
there are 4 decision variables that represent the number of each type of advertisement:
Refer to the information above, there are the management scientist solutions for the
modified DFX GLOBAL RESOURCES problem. The solution was shown at optimal value
in problem and results. It is shown that the optimal solution is 118 000. Besides that, the
result also showed the optimal solution for every variable. The solution of variables was
shown in the raging column at value. We can see that the optimal solution of audience
massa.
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Then we analyze the information contained in Reduced Cost Column. Recall that the
reduced costs indicate how much each objective function coefficient would have improved
before the corresponding decision variable could assume a positive value in the optimal
solution. As the results shown at the answer in question 3, all the decision variables which
are sales person¶s advertisements, internet advertisements, kiosk stall promotion by DFX
By referring to the answer, there also shown the dual prices of RM5 000 for
constraints 2, RM1 000 for constraints 3, RM2 000 for constraints 4 and RM5 000 for
constraints 6. Respectively, indicating that the four constraints are binding in optimal
solutions.
Next, each additional audience exposure in constraint 2 which is time available for
sales person talk would increase the value optimal solution by RM5 000. The same goes to
exposure in constraints 3 by pages available for advertisement would increase the value
optimal solution at RM1 000. Audience exposure in constraint 4 by kiosk stall promotion
has events available for advertisement increase the value optimal solution at RM2 000.
Lastly, in constraint 6, DFX GLOBAL RESOURCES will increase the value optimal in total
of RM5 000 in terms of time and staff available for handling advertisement.
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Because of slack in RM8 000 in the maximize audience exposure as constraint 1 and
RM3 in advertising promotion by media massa, management might use these unused
audience exposure and diversify it in other media of promotion. So, perhaps DFX GLOBAL
RESOURCES can take any advertisement, staff or sales person in that roles to help other
advertisement such as action to create a superb pages for promotion or making their own
- 1 advertisement
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