Chapter 4: Linear Programming Applications. Marketing Application Media Selection Financial Application Portfolio Selection Financial Planning Product Management Application Product Scheduling Data Envelopment Analysis Revenue Management.
For a particular application we begin with
the problem scenario and data, then:
Helps marketing manager to allocate the advertising budget to various advertising media
A Construction Company wants to advertise his new project and hired an advertising company.
Recall the Flair Furniture problemMedia selection
ETV: # of times evening TV is used
DN: # of times daily news paper used
SN: # of time Sunday news paper is used
R: # of time Radio is used
Advertising plan with DTV =65 DTV Quality unit
Advertising plan with ETV =90 DTV Quality unit
Advertising plan with DN =40 DTV Quality unit
Objective Function ????Decision Variables
Maximize 65 90 40 60 20
Constraint 1 1 0 0 0 0 <= 150
Constraint 2 0 1 0 0 0 <= 100
Constraint 3 0 0 1 0 0 <= 2516
Constraint 4 0 0 0 1 0 <= 40
Constraint 5 0 0 0 0 1 <= 3014
Constraint 6 1500 3000 400 1000 100 <= 300000.06
Constraint 7 1 1 0 0 0 >= 10-25
Constraint 8 1500 3000 0 0 0 <= 18000 0
Constraint 9 1000 2000 1500 2500 300 >= 50000 0
Solution-> 10 0 25 1.999999 30 $2,370.
Reducing the TV commercial by 1 will increase the quality unit by 25 this means
The reducing the requirement having at least 10 TV commercial should be reduced
1.A company wants to invest $100,000 either in oil, steel or govt industry with following guidelines:
2.Neither industry (oil or steel ) should receive more than $50,000
3.Govt bonds should be at least 25% of the steel industry investment
4.The investment in pacific oil cannot be more than 60% of total oil industry.
What portfolio recommendations investments and amount should be made for available $100,000Financial application s
A = $ invested in Atlantic Oil
P= $ invested in Pacific Oil
M= $ invested in Midwest Steel
H = $ invested in Huber Steel
G = $ invested in govt bonds
Objective function ????
Dual price for constraint 3 is zero increase in steel industry maximum will not improve the optimal solution hence it is not binding constraint.,
Others are binding constraint as dual prices are zero
For constrain 1 0.069 value of optimal solution will increase by 0.069 if one more dollar is invested.
A negative value for constrain 4 is -0.024 which mean optimal solution get worse by 0.024 if one unit on RHS of constrain is increased. What does this meanDiscussion
If one more dollar is invested in govt bonds the total return will decrease by $0.024 Why???
Marginal Return by constraint 1 is 6.9%
Average Return is 8%
Rate of return on govt bond is 4.5%/Discussion
It is an application of the linear programming model used to measure the relative efficiency of the operating units with same goal and objectives.
County Hospital; State Hospital
# of full time equivalent (FTE) nonphysician personnel
Amount spent on supplies
# of bed-days available
Patient-days of service under Medicare
Patient-days of service notunder Medicare
# of nurses trained
# of interns trainedEvualating Performance of Hospital
ANNUAL SERVICES PROVIDED BY FOUR HOSPITALS
Output & inputs of composite hospital is determined by computing the average weight of corresponding output & input of four hospitals.
All output of the Composite hospital should be greater than or equal to outputs of County Hospital
If composite output produce same or more output with relatively less input as compared to county hospital than composite hospital is more efficient and county hospital will be considered as inefficient.Relative Efficiency of County Hospital
Wu = weight applied to input & output for University Hospital
Wc=weight applied to input & output for County Hospital
Ws = weight applied to input and outputs for state hospital
Input for composite Hospital <=Resource available to Composite Hospital
We need a value for RHS:
%tage of input values for county Hospital.
E= Fraction of County Hospital ‘s input available to composite hospital
Resources to Composite Hospital= E*Resources to County Hospital
If E=1 then ???
If E> 1 then Composite Hospital would acquire more resources than county
If E <1 ….Input Constraints
If E=1 composite hospital=county hospital there is no evidence county hospital is inefficient
If E <1 composite hospital require less input to obtain output achieved by county hospital hence county hospital is more inefficient,.Input constraints
Composite Hospital as much of as each output as County Hospital (constrain 2-5) but provides 1.6 more trained nurses and 37 more interim. Contraint 6 and 7 are for input which means that Composite hospital used less than 90.5 of resources of FTE and supplies