In a multi-stage supply chain with Supplier-ManufacturerDistributor-Retailer, the different entities have different objectives which lead to decisions making critical trade-offs. Among these trade-offs are Increase in shipment size by the manufacturer results in higher transportation costs by the distributor Planning overhead downstream leads to higher costs upstream at suppliers Increasing product variety at the Supplier level leads to reduced costs at the retailer level Increased product variety at the retailer, in an attempt to satisfy the customer, results in higher inventories across the supply chain Increase in delivery lead time by the manufacturer to the distributor leads to decrease in costs at the supplier