Barilla Spa is the world's largest pasta manufacturer founded in 1875 in Italy. It had a strong brand image and 21% annual growth in the 1980s, achieving a 35% market share in Italy and 22% in Europe by 1990. However, it was facing increasing operational inefficiencies and cost penalties due to large weekly variations in distributor order patterns, known as the bullwhip effect, which is amplified demand variation that moves up the supply chain. Implementing a Just-in-Time distribution model was proposed to help Barilla better forecast and deliver the appropriate product quantities on schedule to meet demand more efficiently while decreasing costs.