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Ultron Warehhouse
Ultron Warehhouse
Ultron Warehhouse
Ultron
Ultron was a large Indian conglomerate operating in various business verticals, one of which was
consumer electronics such as air-conditioners, washing machines, refrigerators, LCD/LED televisions,
microwave ovens and small home appliances. The company operated 16 manufacturing facilities and 62
warehouse facilities across India. Apart from its own consumer electronics division, the company also
acted as a distributor for several international consumer electronics brands in India. Ultron’s revenue in
2013-14 was about USD 4.92 billion and its profit was about USD 11.2 million.
Warehouse Overview
The company had four warehouses in the western Indian state of Gujarat, the largest of which was
located in Gandhinagar. This warehouse had originally been a manufacturing facility that had relocated
elsewhere. It had a capacity of 100,000 square feet or 9,290 square metres (see Exhibit 1 for the layout
of the warehouse).
All of Ultron’s warehouses across the country operated in a similar fashion.2 All the warehouses were
multi-brand facilities, which housed products from more than one brand within the same location. Apart
from brands owned by Ultron, the warehouses held and distributed multi-
1
The FIFO method is used for inventory valuation. It assumes that the oldest goods are sold first since white goods are
subject to the risk of obsolescence.
2 Since Ultron’s warehouse operations were similar across its facilities, we use the Gandhinagar warehouse as an example to
illustrate the processes within an Ultron warehouse for the purposes of this case.
Prepared by Professor Debjit Roy and Mayank Pratap and Premm Raj H (PGP Students), Indian Institute of
Management, Ahmedabad.
Cases of the Indian Institute of Management, Ahmedabad, are prepared as a basis for classroom
discussion. They are not designed to present illustrations of either correct or incorrect handling of
administrative problems.
©2018 by the Indian Institute of Management, Ahmedabad
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branded products from partner companies. Overall, there were more than 500 SKUs grouped under 12
different product categories from six brands (a sample SKU product list indicating the average statistics
per month in the Gandhinagar warehouse and corresponding SKU dimensions are shown in Exhibits 2a
and 2b. The product composition in the warehouse is shown in Exhibit 3).
Each warehouse was divided into several areas to store the products of different brands. The area
allocated for a brand was further divided into smaller areas for different product categories. Products
within a category were stacked one over each other based on the stacking norms indicated on the
packaging material of the product.
The vertical usable space in the warehouse was 24 feet, of which only 10-12 feet were utilised due to the
limitations imposed by the stacking norms (see Exhibit 1 for the dimensions of the warehouse). Vertical
expansion in the existing set-up was not an option. The floor utilisation of the warehouse peaked at 90-
100% during the Indian festival season, which ran from September to November.
The warehouse operated one shift every day, starting at 9:30 am and ending at 6:30 pm. The warehouse
supervisors processed the order requests from retailers for each day starting at 9:30 am, based on the
order invoice ID and location of dispatch. Dispatch of goods usually started at 12 noon every day.
Vehicles owned by the warehouse facility were used to transport the goods to retailers (see Exhibit 4 for
a list of dispatch vehicles available at the warehouse). An internal audit was performed every month to
track the products within the warehouse.
The warehouse consisted of a mix of skilled and unskilled labour for its daily operations (see Exhibit 5 for
employee details for the Gandhinagar warehouse). The employees were trained to perform all the
operations within the warehouse such as loading, unloading, put-away and picking. This cross-functional
training increased labour productivity.
Warehouse Processes
Docking bays
There were four docking bays in the warehouse (Exhibit 1). Based on availability, each docking station
was used for either inbound or outbound operations. Apart from these, there was a spare docking bay
located at the rear of the warehouse that was rarely used. There was a significant amount of space near
the docking stations for the consolidation of order items, i.e., loading and unloading products.
Inbound
Products manufactured in Ultron’s factory would arrive at the warehouse at any time of the day. Every
inbound product was scanned into the SAP-based inventory management system using its serial (SR)
number. No physical inspection of the products was done after their entry into the warehouse and
before updating the inventory management system. After the initial security checks for relevant
purchase order and product quantity were completed, the supervisors would give the go ahead to unload
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Put-away
Once the goods were unloaded, the supervisors would assign workers to put away the products in their
respective locations within the warehouse. Manually operated hydraulic pallet trolleys were used to
move the goods to their destinations. Fourteen such trolleys were available within the warehouse
facility (see Exhibit 6 for a sample image of a trolley).
Picking
The warehouse supervisor generated a pick list containing the invoice ID, date of invoice and model
number and handed this over to the pickers. As there was no warehouse management system in place,
the picking was not done using serial numbers. Supervisors knew the exact location of each model inside
the warehouse and would direct the pickers to these locations.
Dual cycles
The warehouse followed dual cycles to reduce the transit time between successive picks or put- aways.
Unlike traditional single cycle put-away or picking operations, which were done sequentially and caused
considerable deadheading, in a dual cycle, both put-away and picking tasks were combined in one cycle.
An employee tasked with put-away of inbound goods was also provided with a pick-list for picking, using
which he could pick an item on his way back to the consolidation area near the docking bays (see Exhibit
7). On an average, it took about five minutes for an employee to make the trip from the consolidation
area for put-away or picking and back. The number of products that could be transferred in a cycle
varied across categories (see Exhibit 8 for a list). In many cases, workers did not use a pallet to transport
the goods in a trolley due to the bulky nature of the goods, potentially causing damage to the protective
packaging of the goods while in transit within the warehouse.
Returns
Returns constituted about 1-2% of the total shipments from the warehouse. Products were returned for
a variety of reasons ranging from malfunction to obsolescence. In such cases, the service department
within the warehouse checked the products for potential defects and corrected them in house; they
were then sold as seconds at discounted rates.
Problems faced
1. Being a large appliance warehouse, the movement of goods within the warehouse was slow. The
average per unit SKU value was very high, thus, any damage caused to the goods while moving them
could prove to be expensive.
2. FIFO maintenance: Due to the lack of a warehouse management system, it was not possible to track
the aging of the products in the warehouse. Additionally, moisture within the warehouse could
damage the packaging of the goods if they were left unattended for a long time. Repackaging of the
goods would cost the warehouse an additional USD 7.5 per box.
3. In the current set-up, the location of a product could vary with time and usage. Products were stored
based on the availability of space within the warehouse. This could lead to low picking
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efficiency due to the lack of a warehouse management system to track the exact location of any
product within the warehouse. The large variety of SKUs and small quantities also added to the low
picking efficiency.
Options Available
To maintain FIFO and improve picking efficiency, Ahuja was considering the following options:
1. Mezzanine floor: Building a mezzanine floor would provide him sufficient space to demarcate new
goods from old ones. This space would also allow for double-deep storage with aisles on both the
sides, which would provide workers with access to every product stacked at a particular location
independently. The setting up and dismantling of the mezzanine floor, which was a semi-permanent
structure, would be relatively easy and not very time- consuming. The capital investment required
for setting up a mezzanine floor was USD 20-40 per square metre. In addition, lifts or vertical
conveyors would be needed to move products between the floors.
2. Colour coding: A colour coding system could be used to distinguish new and old inventories
in the warehouse. The colours could be used to identify the inventories based on the month of the
consignment’s arrival. This could help maintain FIFO as it would be easier to identify the older
inventories in the stack. However, it could also create complexity as there were more than 500 SKUs
across six brands. The cost of 100 colour- coded stickers was about USD 1. Additional flows
introduced by the transshipment of products between the warehouses and customer returns could
make the colour coding system difficult to implement.
3. Pallet flow rack system: A pallet flow rack system (as shown in the Exhibit 9) was another
potentially efficient solution to handle the FIFO problem in the warehouse. In this system, the racks
had an inclined structure to enable the flow of the pallet under gravity. Loading could be done from
the back of the racks and unloading from the front. Once a pallet was unloaded from the front, the
next pallet in the rack came to the unloading position (see Exhibit 2b for the number of boxes that
could be stored per product using one standard Euro pallet with a dimension of 1,200 mm by 800
mm). The capital investment required to set up a pallet flow rack system was USD 80-100 per square
metre for one level of pallet rack space. However, not all SKUs could be stored in pallet racks.
4. Dedicated fast pick area: Another option was to have a dedicated fast pick area for the critical
product categories where the frequency of picking and put-away was high. The older inventories
could be stacked in the dedicated fast pick area, while the new inventories could be stacked at the
back of the warehouse and shifted to the fast pick area as and when required. The shifting of
inventories from the storage to the fast pick area could be a problem during the peak season when
labour utilisation was high. No capital investment was required for this option. Allocating the space
required for each SKU in the fast pick area would be critical to the success of this option.
The above options could be used to maintain FIFO in the warehouse, but to improve picking efficiency, it
was very important that the workers be able to identify to which part of the warehouse they had to go
to retrieve the inventory and how they could reach that location in the shortest possible time. A racking
system with a layout showing exactly where the product was located in the warehouse would be useful.
To reduce the time taken to access the various parts of the warehouse, an efficient aisle configuration
such as a cross-aisle or angled aisle could be used
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to optimise the pick path. This kind of a configuration required software support, which was likely to be
very costly.
Conclusion
The speed of the operations in the warehouse was fairly high due to the absence of additional processes
associated with a warehouse management system. Ahuja wondered whether these were the only
possible options to achieve FIFO at no additional software investment cost. He wanted to decide on a
course of action before his meeting with senior management the next morning.
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Exhibit 2a: Warehouse Statistics: Average per month Data (October 2014)
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