Searching leverage points to increase sales of a vertically integrated black tea company

A periodical purchase system, which shops deliver their goods to their customers based on contracted schedules, is one of the popular ways to keep sales stable. Arahataen Inc., a tea company in Japan, is also operating this system. They successfully won customers in their early stage. However, a recent customer number is stagnated. Then, they employed system dynamics simulation to improve their situation. This paper shows the customer number simulations for searching leverage points to improve the situation and suggests strategic intervention based on Arahataen's case.