Introduction to Operations Management & Operations Strategy

Description
This is a presentation describing various parameters of operations strategy, role of internet in strategy formulation, operations strategy at walmart, operations strategy with respect to capacity and facility, human resources, quality, sourcing, operations system.

Introduction to Operations Management & Operations Strategy
?Strategy Formulation ?Competitive Priorities ?Operations’ Role in Corporate Strategy ?Strategy and the Internet ?Strategic Decisions in Operations ?Strategy Deployment ?Issues and Trends in Operations

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. Copyright 2006 John Wiley & Sons, Inc.

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Four Steps for Strategy Formulation
? Defining a primary task ? What is the firm in the business of doing? ? Assessing core competencies ? What does the firm do better than anyone else? ? Determining order winners and order

qualifiers

? What wins the order? ? What qualifies an item to be considered for

purchase?

? Positioning the firm ? How will the firm compete?
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Competitive Priorities
?Cost ?Quality ?Flexibility ?Speed

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Competitive Priorities: Cost
? Lincoln Electric ? reduced costs by $10 million a year for 10 years ? skilled machine operators save the company millions that would have been spent on automated equipment ? Southwest Airlines ? one type of airplane facilitates crew changes, recordkeeping, maintenance, and inventory costs ? direct flights mean no baggage transfers ? $30 million annual savings in travel agent commissions by requiring customers to contact the airline directly
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Competitive Priorities: Quality
? Ritz-Carlton - one customer at a time ? Every employee is empowered to satisfy a guest’s wish ? Teams at all levels set objectives and devise quality action plans ? Each hotel has a quality leader ? Quality reports tracks
? guest room preventive maintenance cycles ? percentage of check-ins with no waiting ? time spent to achieve industry-best clean room

appearance

? Guest Preference Reports are recorded in a

database

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Competitive Priorities: Flexibility
? Andersen Windows ? number of products offered grew from 28,000 to 86,000 ? number of errors are down to 1 per 200 truckloads ? Custom Foot Shoe Store: ? customer’s feet are scanned electronically to capture measurements ? custom shoes are mailed to the customer’s home in weeks ? prices are comparable to off-the-shelf shoes ? National Bicycle Industrial Company ? offers 11,231,862 variations ? delivers within two weeks at costs only 10% above standard models
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Competitive Priorities: Speed
? Citicorp
? advertises a 15-minute mortgage approval ? ships orders the day they are received ? replenishes its stock twice a week ? produces electronic testing equipment in five days ? reduces time to manufacture circuit-breaker boxes into

? L.L. Bean ? Wal-Mart

? Hewlett-Packard ? General Electric ? Dell

three days and dishwashers into 18 hours

? ships custom-built computers in two days

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? needs less than 30 minutes to build to order pagers Copyright 2006 John Wiley & 2/4/13 Sons, Inc.

? Motorola

Operations’ Role in Corporate Strategy
?Operations provides support for a

differentiated strategy ?Operations serves as a firm’s distinctive competence in executing similar strategies better than competitors

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Operations Strategy at Wal-Mart

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Strategy and the Internet
?Internet can be used to create a distinctive

business strategy

?eBay ?unlimited capacity and a huge market ?all work is done by buyers and sellers and there is no marginal cost ?Cisco ?integrated value chain is its competitive advantage
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Strategy and the Internet (cont.)
? Internet can be used to strengthen existing

competitive advantages by integrating new and traditional activities
? GE’s Trading Process Network: an automated Web-

based purchasing system

? cut average purchasing cost in half ? enabled a much larger group of suppliers to bid on jobs ? customers were able to track their orders through shop

in real time

? Intel
? sells $2 billion a month over the Internet ? purchases 80% of its direct materials online ? replaced 19,000 sales-order faxes received daily

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Strategy and the Internet (cont.)
?Lessons from the dot com shakedown ?Internet is the great equalizer
? allows innovations to be copied with little

investment ? companies may reach larger market ? customers have more information and can compare prices and features of their products. ? These benefits are temporary unless…

?Companies provide unique value to

customer

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Strategic Decisions in Operations
Services Product s Human Capacity Resources Quality Process and Technology

Facilities

Sourcing

Operating Systems

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Operations Strategy: Products and Services
? Make-to-Order ? products and services are made to customer specifications after an order has been received ? Make-to-Stock ? products and services are made in anticipation of demand ? Assemble-to-Order ? products and services add options according to customer specifications

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Production Strategy: Processes and technology
? Project ? one-at-a-time production of a product to customer order ? Batch Production ? systems process many different jobs at the same time in groups (or batches) ? Mass Production ? large volumes of a standard product for a mass market ? Continuous Production ? used for very high volume commodity products
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Product-Process Matrix

Source: Adapted from Robert Hayes and Steven Wheelwright, Restoring the Competitive Edge: Competing Through Manufacturing (New York: John Wiley & Sons, 1984), p. 209

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Continuous Production
A paper manufacturer produces a continuous sheet paper from wood pulp slurry, which is mixed, pressed, dried, and wound onto reels.

More Stan dardi zed – High er Volu me

Mass Production
Here in a clean room a worker performs quality checks on a computer assembly line.

Batch Production
At Martin Guitars bindings on the guitar frame are installed by hand and are wrapped with a cloth webbing until glue is dried.

Project
Construction of the aircraft carrier USS Nimitz was a huge project that took almost 10 years to complete. 17 Copyright 2006 John Wiley & Sons, Inc.

Service Strategy: Processes and Technology
?Professional Service ?highly customized and very labor intensive ?Service Shop ?customized and labor intensive ?Mass Service ?less customized and less labor intensive ?Service Factory ?least customized and least labor intensive

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Service-Process Matrix

Source: Adapted from Roger Schmenner, “How Can Service Businesses Survive and Prosper?” Sloan Management Review 27(3):29

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Service Factory
Less Cust omiz edLess Labo r Inten sive 20 Electricity is a commodity available continuously to customers.

Mass Service
A retail store provides a standard array of products from which customers may choose.

Service Shop
Although a lecture may be prepared in advance, its delivery is affected by students in each class.

Professional Service
A doctor provides personal service to each patient based on extensive training in medicine. Copyright 2006 John Wiley & Sons, Inc.

Operations Strategy: Capacity and Facility
?Capacity strategic decisions include: ?When, how much, and in what form to alter capacity ?Facility strategic decisions include: ?Whether demand should be met with a few large facilities or with several smaller ones ?Whether facilities should focus on serving certain geographic regions, product lines, or customers ?Facility location can also be a strategic decision
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Operations Strategy: Human Resources
? What are the skill levels and degree of

autonomy required to operate production system? ? What are the training requirements and selection criteria? ? What are the policies on performance evaluations, compensation, and incentives? ? Will workers be salaried, paid an hourly rate, or paid a piece rate? ? Will profit sharing be allowed, and if so, on what criteria?
Copyright 2006 John Wiley & Sons, Inc. 2/4/13

Operations Strategy: Human Resources (cont.)
? Will workers perform individual tasks or

work in teams? ? Will they have supervisors or work in self-managed work groups? ? How many levels of management will be required? ? Will extensive worker training be necessary? ? Should workforce be cross-trained? ? What efforts will be made in terms of retention?
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Operations Strategy: Quality
?What is the target level of quality

for our products and services? ?How will it be measured? ?How will employees be involved with quality? ?What will the responsibilities of the quality department be?

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Operations Strategy: Quality (cont.)
? What types of systems will be set up to

ensure quality? ? How will quality awareness be maintained? ? How will quality efforts be evaluated? ? How will customer perceptions of quality be determined? ? How will decisions in other functional areas affect quality?
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Operations Strategy: Sourcing
?Vertical Integration ?degree to which a firm produces parts that go into its products ?Strategic Decisions ?How much work should be done outside the firm? ?On what basis should particular items be made in-house? ?When should items be outsourced? ?How should suppliers be selected?
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Operations Strategy: Sourcing (cont.)
?What type of relationship should be

maintained with suppliers? ?What is expected from suppliers? ?How many suppliers should be used? ?How can quality and dependability of suppliers be ensured? ?How can suppliers be encouraged to collaborate?

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Operations Strategy: Operating Systems
? How will operating systems execute

strategic decisions? ? How does one align information technology and operations strategic goals? ? How does information technology support both customer and worker demands for rapid access, storage, and retrieval of information? ? How does information technology support decisions making process related to inventory levels, scheduling priorities, and reward systems?
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Strategic Planning
Mission and Vision
Voice of the Business Voice of the Customer

Corporate Strategy

Marketing Strategy
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Operations Strategy

Financial Strategy

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Policy Deployment

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Translating corporate strategy into measurable objectives 2/4/13

Key Performan ce Indicators
Source: Robert Kaplan and David Norton, Strategy Maps: Converting Intangible Assets into Tangible Outcomes (Boston: Harvard Business School Press, 2004), Figure 32, p. 67

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Balanced Scorecard

Radar Chart
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Dashboard

Issues and Trends in Operations
?Global Markets, Global Sourcing, and

Global Operations ?Virtual Companies ?Greater Choice, More Individualism ?Emphasis on Service ?Speed and Flexibility

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Copyright 2006 John Wiley & Sons, Inc.

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Issues and Trends in Operations (cont.)
?Supply Chains ?Collaborative Commerce ?Technological Advances ?Knowledge and Ability to Learn ?Environmental and Social

Responsibilities

Copyright 2006 John Wiley & Sons, Inc.

2/4/13

Changing Corporation
20th21st-Century Century Corporation Corporation ?
Pyramid ? Internal ? Structures ? Stability ? Selfsufficiency ? Physical assets
w w w w w w

Characteris tic
Organization Focus Style Source of strength Structure Resources

Web External Flexible Change Interdependencies Information

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Source: Reprinted from John Byrne, “Management by Web,” Business Week (August 28, 2000), p. 87 by special permission, copyrightWiley & McGraw-Hill Companies, Inc. Copyright 2006 John 2000 by The 2/4/13

Sons, Inc.

Changing Corporation (cont.)
20th-Century Characteristi Corporation c
Operations Products Reach Financials Inventories Strategy
? Vertical

21st-Century Corporation
w w w w w w

integration ? Mass production ? Domestic ? Quarterly ? Months ? Top-down

Virtual integration Mass customization Global Real-time Hours Bottom-up

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Source: Reprinted from John Byrne, “Management by Web,” Business Week (August 28, 2000), p. 87 by special permission, copyrightWiley & McGraw-Hill Companies, Inc. Copyright 2006 John 2000 by The 2/4/13

Sons, Inc.

Changing Corporation (cont.)
Characteris tic
Leadership Workers Job expectations Motivation Improvements Quality

20th21st-Century Century Corporation Corporation ?
Dogmatic ? Employees ? Security ? To compete ? Incremental ? Affordable best
w w w w w w

Inspirational Employees, free agents Personal growth To build Revolutionary No compromise

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Source: Reprinted from John Byrne, “Management by Web,” Business Week (August 28, 2000), p. 87 by special permission, copyrightWiley & McGraw-Hill Companies, Inc. Copyright 2006 John 2000 by The 2/4/13

Sons, Inc.



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