Race-West Company: Racing to Overcome Logistics Issues in Truck Transportation

In April 2023, Maxwell Cutler, director of marketing and sweet potato sales at Race-West Company (Race-West), faced a daunting challenge of high demand for produce in the week leading up to Easter, Passover, and Ramadan. With a responsibility to ship 35–40 truckloads per day, Cutler was under pressure to ensure timely deliveries to satisfy and retain customers. Despite his best efforts and collaboration with his cousin Rachel Pisarz, who managed onion sales, multiple incidents disrupted the transportation process. Cutler received phone calls and emails reporting missing drivers, misloaded shipments, late deliveries, truck breakdowns, and extreme weather conditions. These disruptions resulted in significant financial losses for Race-West as well the loss of some customers. Determined to resolve the situation, he wondered what steps he could take to address these challenges and implement measures to avoid encountering similar issues in the future.

This case can be used in courses at the undergraduate, graduate, and executive levels. It is most suitable for transportation and logistics management, supply chain, and business strategy courses. The case is best used when students have gained a basic understanding of the trucking industry and can comprehend different issues that can arise when a business is dealing with different stakeholders, including trucking companies and drivers, warehouses, loaders, and retailers.<br><br>The case highlights the challenges in the freight transportation industry, especially when dealing with trucking companies, drivers, and retailers with specific delivery windows. After working through the case and assignment questions, students will be able to<ul><li>analyze and discuss common scenarios that arise when dealing with truck drivers or carriers and understand the impact of shipping disruption across the entire supply chain;</li><li>recognize the potential risks and impacts associated with lost or delayed deliveries;</li><li>understand the importance of traceability in the transport and logistics industry and its effect on overall supply chain efficiency and safety; and </li><li>develop an appreciation for the critical role that effective communication plays in ensuring safe, efficient, and timely delivery of goods.</li></ul>

• Trucking, Logistics, Driver Issues