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Transcript of Sains (DFX Global)
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BJQP 2023 MANAGEMENT SCIENCE
1
1.0 QUESTION 1
Describe how linear programming is related to your chosen area of study.
Background of the Company (DFX GLOBAL RESOURCES)
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.
DFX GLOBAL RESOURCES was founded on February 1, 2008. Kind of business
is a partnership. Registration number of companies is JM0506982-H. DFX GLOBAL
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
management and business administration.
DFX GLOBAL RESOURCES is also controlled by the management board of highly
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.
DFX GLOBAL RESOURCES was established in 2008 as the ICT-based creative
solutions in Kluang, Johor. Previously known as the DFX GLOBAL RESOURCES, aims to
improve competitiveness by providing assistance to partner them to better exploit
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
use of ICT and multimedia systems.
High expertise in providing advice in all aspects related to the Software
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
teachers and high quality.
DFX GLOBAL RESOURCES also carry a variety of business services according to
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
receptions, such as weddings, engagements and so forth.
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
preferences of customers at present.
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
services, cleaning, construction work and hire a tent (canopy).
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Linear Programming
Linear programming (LP) is a mathematical procedure for determining optimal
allocation of scarce resources. LP is a procedure that has found practical application in
almost all facets of business, from advertising to production planning. Transportation,
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
business, commerce and industrial applications and simultaneously received so thorough a
theoretical development, in such a short period of time. Today, this theory is being
successfully applied to problems of capital budgeting, conversation of resources, games of
strategy, economic growth prediction, and transportation systems.
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
³programming´ in Computer Programming.
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
called the maximum and minimum values.
When we formulated a decision making problem as a linear program, we must check
the following conditions:
y The objective function must be linear. That is, check if all variables have power of 1
and they are added or subtracted (not divided or multiplied).
y The objective must be either maximization or minimization of a linear function. The
objective must represent the goal of the decision maker.
y The constraints must also be linear. Moreover, the constraint must be of the following
forms (�, �, or =, that is, the LP constraints are always closed).
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
every day. Fortunately, when a well-formulated model is input, linear programming
software helps to determine the best combination.
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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
Coordinator and Officers) and promotion by DFX GLOBAL (indirect agents).
The problem is to determine how many advertisements to place in each medium. Of
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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2.0 QUESTION 2
Briefly and analytically introduce a problem related to your area of study. Clearly
highlight the problem you want to solve. Make sure your decision variables are more
than 3.
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
following potential audience and cost the following amount:
Exposure (people per
advertisement)
Cost (RM per
advertisement)
Sales persons 10 000 8 000
Internet 6 000 5 000
Kiosk stall
promotion
7 000 5 000
Media massa 5 000 4 000
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The company must consider the following resource constraints:
1) The sales persons have time available for 6 promotion talks.
2) The website has page available for 3 advertisements.
3) The kiosk stall promotion has events available for 5 advertisements.
4) The media massa promotion available for 4 advertisements.
5) The sales and marketing has time and workers available to handle no more than a total
of 15 advertisements.
Decision Variables
This model consists of 4 decision variables that represent the number of each type of
advertisement:
X1: number of sales persons advertisements
X2: number of internet advertisements
X3: number of kiosk stall has event promotion
X4: number of promotion by media massa
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The Objective Function
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:
Maximize Z: 10 000 X1 + 6 000 X2 + 7 000 X3 + 5 000 X4
Where Z = total level of audiences exposure
10 000 X1 = estimated number of people reached by sales persons advertisement.
6 000 X2 = estimated number of people reached by internet advertisements.
7 000 X3 = estimated number of people reached by kiosk stall event promotion by DFX
GLOBAL RESOURCES advertisements.
5 000 X4 = estimated number of people reached by media massa advertisements.
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Model Constraints
The first constraints in this model reflects the limited budget of RM 100 000 allocated for
advertisements.
8 000 X1 + 5 000 X2 + 5 000 X3 + 4 000 X4 � 100 000
Where:
8 000 X1 = amount spent for sales persons advertising.
5 000 X2 = amount spent for internet advertising.
5 000 X3 = amount spent for kiosk stall promotion advertising by DFX GLOBAL
RESOURCES.
4 000 X4 = amount spent for media massa advertising.
The other 3 constraints:
X1 < 6
X2 < 3
X3 < 5
X4 < 4
The final constraint specifies that the total number of advertisement must not exceed 15
because of limitations of the sales and marketing department:
X1 + X2 + X3 + X4 � 15 advertisements
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Model Summary
The complete linear programming model for this problem is summarized as:
Maximize Z: 10 000 X1 + 6 000 X2 + 7 000 X3 + 5 000 X4
Subject to:
8 000 X1 + 5 000 X2 + 5 000 X3 + 4 000 X4 � 100 000
X1 < 6
X2 < 3
X3 < 5
X4 < 4
X1 + X2 + X3 + X4 � 15
X1, X2, X3, X4 � 0
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3.0 QUESTION 3
Analyze your data by using QM for Windows or Excel QM. Show your solution.
We analyze our data and solve the linear problem using QM for Windows.
BJQP2023-LINEAR PROGRAMMING APPLICATION
X1 X2 X3 X4 RHS Equation form
Maximize 100 000 6 000 7 000 5 000 Max 100,000X1 + 6,000X2 + 7,000X3 +
5,000X4
Constraint
1
8 000 5 000 5 000 4 000 < = 100 000 8,000X1+5,000X2+5,000X3+4,000X4
<= 100,000
Constraint
2
1 0 0 0 < = 6 X1 < = 6
Constraint
3
0 1 0 0 < = 3 X2 < = 3
Constraint
4
0 0 1 0 < = 5 X3 < = 5
Constraint
5
0 0 0 1 < = 4 X4 < = 4
Constraint
6
1 1 1 1 < = 15 X1 + X2 + X3 + X4 < = 15
LINEAR PROGRAMMING RESULTS
Variable Status Value
X1 Basic 6
X2 Basic 3
X3 Basic 5
X4 Basic 1
Slack 1 Basic 8 000
Slack 2 NONBasic
Slack 3 NONBasic
Slack 4 NONBasic
Slack 5 Basic 3
Slack 6 NONBasic
Optimal value (Z) 118 000
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RAGING
Variable Value Reduced
Cost
Original Val Lower
Bound
Upper
Bound
X1 6 0 10000 5000 InfinityX2 3 0 6000 5000 Infinity
X3 5 0 7000 5000 Infinity
X4 1 0 5000 0 6000
Constraint Dual Value Slack/Surplus Original Val Lower Bound Upper Bound
Constraint 1 0 8000 100000 92000 Infinity
Constraint 2 5000 0 6 3 7
Constraint 3 1000 0 3 0 4
Constraint 4 2000 0 5 2 6
Constraint 5 0 3 4 1 Infinity
Constraint 6 5000 0 15 14 17
ORIGINAL PROBLEM W/ANSWERS
X1 X2 X3 X4 RHS Dual
Maximize 10000 6000 7000 5000 < = Max 10000X1 + 6000X2 +
7000X3 + 5000X4
Constraint 1 8000 5000 5000 4000 < = 100000 0
Constraint 2 1 0 0 0 < = 6 5000
Constraint 3 0 1 0 0 < = 3 1000
Constraint 4 0 0 1 0 < = 5 2000
Constraint 5 0 0 0 1 < = 4 0
Constraint 6 1 1 1 1 < = 15 5000
Solution-> 6 3 5 1 Optimal Z-> 118000 X1 + X2 + X3 + X4 <= 15
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ITERATIONS
Cj Basic
variables
Qty 10000
X1
6000
X2
7000
X3
5000
X4
0
Slack
1
0
Slack
2
0
Slack
3
0
slack
4
0
slack
5
0
slack
6
Iteration 1
0 Slack 1 100000 8000 5000 5000 4000 1 0 0 0 0 0
0 Slack 2 6 1 0 0 0 0 1 0 0 0 0
0 Slack 3 3 0 1 0 0 0 0 1 0 0 0
0 slack 4 5 0 0 1 0 0 0 0 1 0 0
0 Slack 5 4 0 0 0 1 0 0 0 0 1 0
0 Slack 6 15 1 1 1 1 0 0 0 0 0 1
zj 0 0 0 0 0 0 0 0 0 0 0
cj-zj 10000 6000 7000 5000 0 0 0 0 0 0
Iteration 2
0 Slack 1 52000 0 5000 5000 4000 1 -8000 0 0 0 0
10000 X1 6 1 0 0 0 0 1 0 0 0 0
0 Slack 3 3 0 1 0 0 0 0 1 0 0 0
0 Slack 4 5 0 0 1 0 0 0 0 1 0 0
0 Slack 5 4 0 0 0 1 0 0 0 0 1 0
0 Slack 6 9 0 1 1 1 0 -1 0 0 0 1
zj 60000 10000 0 0 0 0 10000 0 0 0 0
cj-zj 0 6000 7000 5000 0 0 0 0 0
Iteration 3
0 Slack 1 27000 0 5000 0 4000 1 -8000 0 -5000 0 0
10000 X1 6 1 0 0 0 0 1 0 0 0 0
0 Slack 3 3 0 1 0 0 0 0 1 0 0 0
7000 X3 5 0 0 1 0 0 0 0 1 0 0
0 Slack 5 4 0 0 0 1 0 0 0 0 1 0
0 Slack 6 4 0 1 0 1 0 -1 0 -1 0 1
zj 95000 10000 0 7000 0 0 10000 0 7000 0 0
cj-zj 0 6000 0 5000 0 0 -7000 0 0
Iteration 4
0 Slack 1 12000 0 0 0 4000 1 -8000 -5000 -5000 0 0
10000 X1 6 1 0 0 0 0 1 0 0 0 0
6000 X2 3 0 1 0 0 0 0 1 0 0 0
7000 X3 5 0 0 1 0 0 0 0 1 0 0
0 Slack 5 4 0 0 0 1 0 0 0 0 1 0
0 Slack 6 1 0 0 0 1 0 -1 -1 -1 0 1
zj 113000 10000 6000 7000 0 0 10000 6000 7000 0 0
cj-zj 0 0 0 5000 0 -6000 -7000 0 0
Iteration 5
0 Slack 1 8000 0 0 0 0 1 -4000 -1000 -1000 0 -4000
10000 X1 6 1 0 0 0 0 1 0 0 0 0
6000 X2 3 0 1 0 0 0 0 1 0 0 07000 X3 5 0 0 1 0 0 0 0 1 0 0
0 slack 5 3 0 0 0 0 0 1 1 1 1 -1
5000 X4 1 0 0 0 1 0 -1 -1 -1 0 1
zj 118000 10000 6000 7000 5000 0 5000 1000 2000 0 5000
cj-zj 0 0 0 0 0 -5000 -1000 -2000 0 -5000
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ORIGINAL PROBLEM
DUAL PROBLEM
Constraint
1
Constraint
2
Constraint
3
Constraint
4
Constraint
5
Constraint
6
Minimize 100 000 6 3 5 4 15
X1 8 000 1 0 0 0 1 >= 100 000
X2 5 000 0 1 0 0 1 >= 6 000
X3 5 000 0 0 1 0 1 >= 7 000
X4 4 000 0 0 0 1 1 >= 5 000
Maximize X1 X2 X3 X4
Constraint 1 8 000 5 000 5 000 4 000 < = 100 000
Constraint 2 1 0 0 0 < = 6
Constraint 3 0 1 0 0 < = 3
Constraint 4 0 0 1 0 < = 5
Constraint 5 0 0 0 1 < = 4
Constraint 6 1 1 1 1 < = 15
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4.0 QUESTION 4
Discuss and conclude your findings.
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
audience exposure. Based on the marketing department at DFX GLOBAL RESOURCES,
there are 4 decision variables that represent the number of each type of advertisement:
X1: number of sales persons advertisements
X2: number of internet advertisements
X3: number of kiosk stalls promotion
X4: number of promotion by media massa
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
exposure is 6 sales person advertisements, 3 internet advertisements, 5 kiosk stall promotion
by DFX GLOBAL RESOURCES advertisements and 1 promotion advertisements by media
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
GLOBAL RESOURCES advertisements and promotion advertisement by media massa are
zero in the reducing cost. So there will be no resolve on decision variables.
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
event to interact audience to their products.
As the conclusion, DFX GLOBAL RESOURCES should manage the advertisement
by the best solution which is listed as below:
Decision variables Optimal solution for DFX GLOBAL RESOURCES
Sales persons 6 promotion talks to promoting
Internet 3 pages of advertisement
Kiosk stall promotion 5 event
Media massa 1 advertisement
Total exposure 118 000 people