A joint optimal pricing and order quantity model under parameter uncertainty and its practical implementation

We consider a robust optimization model of determining a joint optimal bundle of price and order quantity for a retailer in a two-stage supply chain under uncertainty of parameters in demand and purchase cost functions. Demand is modeled as a decreasing power function of product price, and unit purchase cost is modeled as a decreasing power function of order quantity and demand. While the general form of the power functions are given, it is assumed that parameters defining the two power functions involve a certain degree of uncertainty and their possible values can be characterized by ellipsoids. We show that the robust optimization problem can be transformed into an equivalent convex optimization which can be solved efficiently and effectively using interior-point methods. In addition, we propose a practical implementation of the model, where the stochastic characteristics of parameters are obtained from regression analysis on past sales and production data, and ellipsoidal representations of the parameter uncertainties are obtained based on a combined use of genetic algorithm and Monte Carlo simulation. An illustrative example is provided to demonstrate the model and its implementation. (C) 2012 Elsevier Ltd. All rights reserved.