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Operations Strategy
Operations Management - 5th Edition
Roberta Russell & Bernard W. Taylor, III
Lecture Outline
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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What is the firm in the business of doing? What does the firm do better than anyone else? What wins the order? What qualifies an item to be considered for purchase?
How will the firm compete?
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Competitive Priorities
Cost Quality Flexibility Speed
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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 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
Southwest Airlines
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Every employee is empowered to satisfy a guests 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
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number of products offered grew from 28,000 to 86,000 number of errors are down to 1 per 200 truckloads customers feet are scanned electronically to capture measurements custom shoes are mailed to the customers home in weeks prices are comparable to off-the-shelf shoes offers 11,231,862 variations delivers within two weeks at costs only 10% above standard models
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advertises a 15-minute mortgage approval ships orders the day they are received replenishes its stock twice a week
L.L. Bean
Wal-Mart
Hewlett-Packard
produces electronic testing equipment in five days reduces time to manufacture circuit-breaker boxes into three days and dishwashers into 18 hours
ships custom-built computers in two days
General Electric
Dell
Motorola
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advantage
Copyright 2006 John Wiley & Sons, Inc. 2-11
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 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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Intel
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
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Capacity
Quality
Facilities
Sourcing
Operating Systems
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products and services are made to customer specifications after an order has been received
Make-to-Stock
Assemble-to-Order
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one-at-a-time production of a product to customer order systems process many different jobs at the same time in groups (or batches)
large volumes of a standard product for a mass market used for very high volume commodity products
Batch Production
Mass Production
Continuous Production
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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.
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.
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Service Shop
Mass Service
Service Factory
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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
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.
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degree to which a firm produces parts that go into its products 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?
Strategic Decisions
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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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Strategic Planning
Mission and Vision
Corporate Strategy
Marketing Strategy
Copyright 2006 John Wiley & Sons, Inc.
Operations Strategy
Financial Strategy
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Policy Deployment
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Balanced Scorecard
Radar Chart
Dashboard
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Changing Corporation
Characteristic
Organization
20th-Century Corporation
Pyramid
21st-Century Corporation
Web
Focus
Style
Internal
Structures
External
Flexible Change
Structure
Resources
Self-sufficiency Interdependencies
Physical assets Information
Source: Reprinted from John Byrne, Management by Web, Business Week (August 28, 2000), p. 87 by special permission, copyright 2000 by The McGraw-Hill Companies, Inc. Copyright 2006 John Wiley & Sons, Inc. 2-36
20th-Century Corporation
Mass production
Domestic Quarterly
21st-Century Corporation
Mass customization
Global Real-time
Products
Reach Financials
Inventories
Strategy
Months
Top-down
Hours
Bottom-up
Source: Reprinted from John Byrne, Management by Web, Business Week (August 28, 2000), p. 87 by special permission, copyright 2000 by The McGraw-Hill Companies, Inc. Copyright 2006 John Wiley & Sons, Inc. 2-37
20th-Century Corporation
Dogmatic
21st-Century Corporation
Inspirational
Workers
Job expectations
Employees
Security
Motivation
Improvements Quality
To compete
Incremental
To build
Revolutionary
Source: Reprinted from John Byrne, Management by Web, Business Week (August 28, 2000), p. 87 by special permission, copyright 2000 by The McGraw-Hill Companies, Inc. Copyright 2006 John Wiley & Sons, Inc. 2-38
Copyright 2006 John Wiley & Sons, Inc. All rights reserved. Reproduction or translation of this work beyond that permitted in section 117 of the 1976 United States Copyright Act without express permission of the copyright owner is unlawful. Request for further information should be addressed to the Permission Department, John Wiley & Sons, Inc. The purchaser may make back-up copies for his/her own use only and not for distribution or resale. The Publisher assumes no responsibility for errors, omissions, or damages caused by the use of these programs or from the use of the information herein.
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