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Bingo - that's the Achilles heel of JIT.
A spike in demand.
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In this case, it isn't just the JIT folks who are getting into trouble in terms of the inventory supply chain. Even if production could be bumped some and you have a month's worth or even a quarter's worth of supply on hand to handle surges, virtually no mass production companies can handle and keep up with demand when for any given week there is more than a year's worth of demand present and the demand doesn't abate after a week or two.