Fulfillment Frenzy

Stage Chosen:

Order Fulfillment & Distribution (Outbound)

Problem Research

What’s the Issue?
Order fulfillment is one of the most time-sensitive and customer-facing stages in global logistics—especially in e-commerce. With rising demand for rapid delivery, companies struggle to deliver quickly and accurately, particularly during flash sales or peak seasons.

Why Is It Happening?

• Poor coordination between warehouses and couriers
• Outdated systems and tech infrastructure
• Unpredictable and expensive last-mile delivery
• Understaffing or limited automation during spikes
• Errors in picking, packing, or inventory communication

Real Examples:

• Amazon adds temp staff and centers during Prime Day
• Zara uses centralized hubs – delays in Spain affect global flow
• Small sellers on Etsy struggle with DIY fulfillment

Consequences:

• Late or incorrect deliveries
• Low reviews and customer loss
• High costs from returns/refunds
• Burnout and higher error rates
• Brand damage and lost trust

Learning Activity Proposal

Problem Statement:
How can logistics teams maintain speed, accuracy, and customer satisfaction in order fulfillment—even during extreme demand surges like flash sales or global campaigns?

Activity Title: Fulfillment Frenzy: Global Dispatch Crisis

Concept Overview:
This is a web-based interactive simulation game where students take the role of fulfillment managers during a global mega-sale. They’ll face real-world constraints and make split-second decisions to deliver success.

Student Tasks:

• Design warehouse layout using drag-and-drop zones
• Assign roles: pickers, packers, QA, dispatch
• Set and track KPIs (speed, cost, satisfaction)
• Respond to live disruptions: delays, breakdowns, weather
• Balance in-house vs 3PL fulfillment options

Tools & Data Used:

• Google Sheets for KPI dashboards
• Web app sliders and layout builders
• Scenario cards introducing unpredictable events

Why It’s Useful:
This immersive activity mimics real-world pressure, improves quick decision-making, and strengthens logistics thinking under demand chaos.

PRD (Product Requirements Document):

• Platform: Browser-based (HTML/JS)
• Players: 1–4 per team
• Duration: 20–30 minutes
• Scoring: Efficiency, delivery speed, customer happiness
• Outcome: End-game analytics compared to industry benchmarks

Sources

• McKinsey & Co. – The Future of Last-Mile Delivery
• HBR – Zara’s Secret to Fast Fashion
• DHL E-commerce Logistics Report
• Business Insider – How Amazon Handles Holiday Chaos