Toyota Motors faced a challenge in meeting the demand for cars from thousands of retailers spread across the country. Each retailer specifies its demands for cars with specific options (for example, a Camry with automatic transmission, A/C, power brakes, power steering and a sunroof), and manufacturing plants produce cars with those options. However, not all car demands could be met by plants due to capacity and resource constraints. Toyota needed to determine a production, transportation, and distribution plan that met retailers’ demands in an equitable manner while minimizing the total supply chain cost. The company invited several organizations, including Optym, to demonstrate that they could solve this decision problem within a reasonable time frame.