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KALAMAZOO, Mich.—A team of four students from Western �鶹��ýӦ�� University’s supply chain management program earned first place at Colorado State University’s Rams Operation Stimulus Supply Chain Case Competition. The Haworth College of Business team edged out 17 teams from across the nation, including �鶹��ýӦ�� schools like Central �鶹��ýӦ�� University, Grand Valley State University and Wayne State University. 

Operation Stimulus is a national competition with decades-long ties to the Denver Transportation Club. In its 41st year, the competition provides students with real-world transportation challenges and connects them to industry professionals and companies as they prepare for their future careers.

This year’s case tasked the teams with developing a 10-year vehicle acquisition strategy for a fictional company, GoLogistics. Teams needed to incorporate recent efficiency, environmental and technological advancements and decide what changes the company should make in future semi-truck purchases.

What secured the win for the Business Broncos was their proposal to use a mix of diesel and electric semi-trucks along the company’s trucking routes from Colorado to California, basing most of the electric vehicles in the latter state to meet demand and regulations for more sustainable vehicle choices. Then, once GoLogistics acquired enough infrastructure, the plan was to implement the electric semi-trucks across their entire route map. 

“The team put in a lot of effort and was tenacious in pursuing different solutions, working through all the financial projections, route planning, and a detailed analysis of the different alternative fuel options for the trucking industry,” says Dr. Marcel Zondag, director of the supply chain management program and associate professor of marketing. Zondag was also the faculty coach for the WMU student team.

Meet the team

The team was unflappable as they headed to the Rocky Mountain state, relying on the preparation they have received through WMU Haworth’s top-ranked supply chain program. From beginning courses like Introduction to Supply Chain Management to connections with alumni that provide insight outside of the classroom, all aspects of their education contributed to the innovative, implementable solution they brought to the case.

• Senior Bryan Hagenbarth, of Kalamazoo, �鶹��ýӦ��, managed the financial analysis of cash flow, expenses, income and payback for the company.
• Senior Marley Miller, of Kalamazoo, �鶹��ýӦ��, charted the vehicle types against the project timeline and sustainability and regulatory impacts.
• Junior Keaton Peyser, of Hoffman Estates, Illinois, presented the cost of ownership, demand volatility and potential savings for GoLogistics.
• Junior Ainsley Rahm, of Highland, �鶹��ýӦ��, analyzed the total impact of their strategy on customers, drivers, maintenance, repair and operations, and the supply chain as a whole. 

As part of the competition, a twist to the original scenario was given to the teams competing an hour before presenting their business plan to a panel of industry judges.

“Our plan was so well thought out at that point that many of the changes needed were nominal compared to altering the entire strategy,” says Hagenbarth, adding that was further proof the supply chain management program prepares students to predict, analyze and adapt to rapid market changes.

Operation Stimulus was a new learning experience for these WMU students who had never competed before, making their win over other schools’ transportation-focused supply chain programs even more noteworthy. The judging panel, composed of C-suite executives from the transportation industry, acknowledged the plan was at a professional level. 

“When we found out our team won first place, I think there was a bit of shock at first since we were up against other great universities. But the overarching feeling was pride and excitement. This case competition was a first-time experience for us all, so seeing our work translated into a win was special,” shares Miller.

WMU’s supply chain management program continues to lead the way with an experiential curriculum that teaches continuous improvement, logistics, inventory management, sustainability, ethics, and skills like team management, communication and problem solving. Zondag adds, “This victory is a testament to the strength of our program, faculty and students. With a new curriculum and improved student organization, it’s no wonder the program continues to flourish, with industry engagement at an all-time high.” 

According to the latest WMU Career Outcomes Report, 100% of supply chain management graduates participated in experience-driven learning while earning their degree, and 98% of supply chain management graduates working full time have a job related to their degree.

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