Subject: Business and Management
Language: English (U.S.)
Pages: 1
CASE 1-1 Red Ball Express George Harry, CEO of Red Ball Express, was frustrated and upset with the latest quar terly report on profit margins and overall level of profit for the company. Increased fuel prices were a concern for several of the previous quarters during the current year, but George thought that this quarter would be better since fuel prices had declined somewhat. However, Red Ball's operational costs were approximately the same this quarter as the previous three quarters. Just then, Dave Smith, one of his newest hires, came into his office without knocking, which was unusual. George could tell that Dave was excited and then Dave exclaimed, “Wow, George, did you see the latest issue of Motor Carrier News?” George indicated that he had not had the opportunity to review the magazine, and asked, “What is so darn exciting about it?" "Well, our biggest com petitor, Roadway Carriers, was featured in an article for their cost-saving initiatives. They are expected to make a significant improvement in their profit for the last quar ter. Our shareholders are really going to be upset when they see our quarterly results.” George wondered how Roadway did it and immediately asked Dave that question. Dave indicated that the article discussed some new technology that they were using to improve equipment and driver productivity. Specifically, he mentioned RFID tags and GPS systems. George was not familiar with the new technologies and asked Dave to prepare a report on technology that Red Ball could employ to help them address their challenges with equipment management. CASE QUESTIONS 1. Help Dave prepare this report by providing some information on the benefits of · RFID tags and GPS systems in the transportation industry. Are there additional technologies that Red Ball could implement to help them im prove efficiency? Explain.

Red Ball Express

Benefits of RFID tags and GPS systems in the transportation industry

An RFID tag is an identification system that utilizes electromagnetic fields to identify and track objects. In the transportation industry, an RFID tag can be attached to an automobile to assess its progress through the assembly line during production.

The Global Positioning System also known as the GPS is a navigational system based in space that provides the time and location of a specific object such as a car or cargo area in all weather conditions provided that there is a direct line of sight to at least four GPS satellites in outer space (Samadi, 2013).

Suffice to say that technologies can be used to monitor the location of Red Ball Express’s cargo vehicles wherever they are in the world. Both types of monitoring help to prevent theft of the company’s cargo fleet. In addition, the company can monitor the drivers using the technology to determine if the drivers are making uncalled for stops that cause delay in the delivery of goods. This delay eventually causes losses for the company and increases its overhead costs. Both technologies aim to improve supply chain management ensuring that the right goods are available at the right place on time. This has significantly increased the efficiency, efficacy, and reliability of the supply chain system (Nath, Reynolds, & Want, 2006; Samadi, 2011).

Additional technologies that can improve efficiency for Red Ball Express

There are other technologies that can be used alongside GPS systems and the RFID technology. Technologies similar to RFID include the likes of the IFF transponder, near field communication technology, infrared and ultrasound technologies. Technologies that are similar to the global positioning system include Locata, the futuristic indoor positioning system, GIS, and WLAN.  


Nath, B., Reynolds, F., & Want, R. (2006). RFID technology and applications. IEEE Pervasing Computing, 5(1): 22-24.

Samadi, S. (2011). A survey of the potential impact of RFID technology on the mobility of people and freight, and its impact on congestion.

Samadi, S. (2013). Applications and opportunities for radio frequency identification (RFID) technology in transportation systems: a case study. International Journal of Information and Electronics Engineering, 3(3): 341-345.