Chapter 2 - Operations Strategy and Competitiveness Operations Management by R. Dan Reid & Nada R. Sanders 2nd Edition © Wiley 2005 PowerPoint Presentation by R.B. Clough - UNH © Wiley 2005

Learning Objectives Define the role of Business Strategy Explain how a Business strategy is developed Explain the role of Operations Strategy Explain the relationship between Business and Operations strategy Describe how an Operations strategy is developed Identify competitive priorities for Operations function Explain the strategic role of technology Define and compute productivity measures © Wiley 2005

The Role of Business Strategy Defines the long-range plan to compete in the marketplace Helps to differentiate the firm from competitors Game plan upon which functional strategies are developed Focuses on doing the “right tasks” © Wiley 2005

Business/Functional Strategy © Wiley 2005

Three Inputs to a Business Strategy © Wiley 2005

Examples from Strategies Mission: Dell Computer- “to be the most successful computer company in the world” Environmental Scanning: political trends, social trends, economic trends, market place trends, global trends Core Competencies: strength of workers, modern facilities, market understanding, best technologies, financial know-how, logistics © Wiley 2005

Operations Strategy – Designing the Operations Function © Wiley 2005

Competitive Priorities- The Edge Four Important Operations Questions: Will you compete on – Cost? Quality? Time? Flexibility? All of the above? Some? Tradeoffs? © Wiley 2005

Competing on Cost? Typically high volume products Often limit product range & offer little customization May invest in automation to reduce unit costs Can use lower skill labor Probably use product focused layouts © Wiley 2005

Competing on Quality? High performance design: Superior features, high durability, & excellent customer service Product & service consistency: Meets design specifications Close tolerances Error free delivery © Wiley 2005

Competing on Time? Fast delivery: On-time delivery: Focused on shorter time between order placement and delivery On-time delivery: Deliver product exactly when needed every time Rapid development speed Using concurrent processes to shorten product development time © Wiley 2005

Competing on Flexibility? Product flexibility: Easily switch production from one item to another Easily customize product/service to meet specific requirements of a customer Volume flexibility: Ability to ramp production up and down to match market demands © Wiley 2005

Are There Priority Tradeoffs? Which priorities are “Order Qualifiers”? e.g. Must have excellent quality since everyone expects it Which priorities are “Order Winners”? e.g. Dell competes on all four priorities Southwest Airlines competes on cost McDonald’s competes on consistency FedEx competes on speed Custom tailors compete on flexibility Can you have both high quality and low cost? e.g. Yes, Coke and Pepsi are good examples Can you offer design flexibility and short delivery? e.g. Yes, modular housing manufacturers do it © Wiley 2005

Translating to Production Requirements Dell Computer example – structure & infrastructure They focus on customer service, cost, and speed ERP system developed to allow customers to order directly from Dell Product design and assembly line allow a “make to order” strategy – lowers costs, increases turns Suppliers ship components to a warehouse within 15 minutes of the assembly plant - VMI Dell set up a shipping arrangement with UPS © Wiley 2005

Strategic Role of Technology Technology should support competitive priorities Three Applications: New product technology, process technology, and information technology Products - Teflon, CD’s, fiber optic cable Processes – flexible automation, CAD Information Technology – POS, EDI, ERP, B2B © Wiley 2005

Measuring Productivity Productivity is a measure of how efficiently inputs are converted to outputs Productivity = output/input Total Productivity Measure Total Productivity = $sales/inputs $ Partial Productivity Measure Partial Productivity = cars/employee Multifactor Productivity Measure Multi-factor Productivity = sales/total $costs © Wiley 2005

Productivity, Competitiveness, and the Service Sector A nation’s Productivity effects its standard of living Productivity is a measure of how effectively resources are used US productivity growth averaged 2.8% from 1948-1973 Productivity growth slowed for the next 25 years to 1.1% Productivity growth in service industries has been less than in manufacturing © Wiley 2005

Chapter 2 Highlights Business Strategy is a long range plan. Functions develop supporting plans Strategy must address mission, environment, and core competencies Business strategy provides a guide for designing operations strategy Operations strategy must consider which competitive priorities are essential to meet business objectives Competitive priorities are cost, quality, time, and flexibility Companies must consider which product, process, and information technologies to use Productivity measures how effectively a firm is using resources Productivity is computed as a ratio of outputs divided by inputs © Wiley 2005

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