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153 Khadije Mafakheri

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153 Khadije Mafakheri

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153 Khadije Mafakheri

  1. 1. ‫تولیذکننذه‬ ‫شرکتهای‬ ‫توسط‬ ‫مشتریان‬ ‫آالت‬ ‫ماشین‬ ‫ناوگان‬ ‫مذیریت‬ servitization ‫رویکرد‬ ‫اتخار‬ ‫با‬ ‫مفاخری‬ ‫خدیجه‬ ‫هپکو‬ ‫شرکت‬ ‫راهبردی‬ ‫بازاریابی‬ ‫مدیر‬ ُ‫آثبًوب‬1395 ‫الولل‬ ‫ث٘ي‬ ‫اهَر‬ ٍ ‫کبر‬ ٍ ‫کست‬ ِ‫تَسؼ‬ ‫هؼبًٍت‬
  2. 2. ‫بحث‬ ‫مورد‬ ‫موضوعات‬: ‫هحَر‬ ‫خذهبت‬ ٕ‫کبرّب‬ ٍ ‫کست‬ ِ‫تَسؼ‬ ‫ثز‬ ٕ‫ا‬ ِ‫هقذه‬ ‫تؼزٗف‬servitization‫کبر‬ ٍ ‫کست‬ ٕ‫دً٘ب‬ ‫در‬ ‫آى‬ ‫اّو٘ت‬ ٍ ‫فزآٌٗذ‬ ‫در‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ‫ثب‬ ‫هزتجط‬ ‫خذهبت‬ ُ‫جبٗگب‬servitization ‫فزآٌٗذ‬ ‫در‬ ‫هطتزٗبى‬ ‫آالت‬ ‫هبضي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ‫هختلف‬ ٕ‫ضزکتْب‬ ‫تجبرة‬servitization ‫فزآٌٗذ‬ ‫ثب‬ ‫هزتجط‬ ٕ‫چبلطْب‬servitization(service paradox) ‫ثب‬ ‫هطتزٗبى‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ٕ‫استزاتژ‬ ‫تذٍٗي‬ ٖ‫ٍچگًَگ‬ ‫استزاتژٗک‬ ‫هالحظبت‬ ‫رٍٗکزد‬ ِ‫ث‬ ِ‫تَج‬sv
  3. 3. ٔ‫تَسؼ‬‫کست‬ٍ‫کبر‬‫خذهبت‬‫در‬‫کٌبر‬،‫تَل٘ذ‬ٖ‫ٗک‬‫اس‬‫گزاٗطبت‬ٖ‫صٌؼت‬،‫جذٗذ‬‫هْن‬ٍ‫قبثل‬ِ‫تَج‬‫ثبضذ‬ٖ‫ه‬. ‫خذهبت‬‫هٌبست‬ٍ‫هتٌَع‬ٖ‫ٗک‬‫اس‬ٕ‫ّب‬ِ‫حلق‬‫هْن‬‫در‬ٓ‫سًج٘ز‬‫ارسش‬‫اکثز‬‫کست‬‫ٍکبرّب‬ٍ‫ٗک‬‫اثشار‬‫استزاتژٗک‬ ‫هحسَة‬‫ضَد‬ٖ‫ه‬. ‫ثب‬ِ‫تَج‬ِ‫ث‬‫تز‬ًٖ‫طَال‬‫ثَدى‬ٔ‫چزخ‬‫ػوز‬ٔ‫ارائ‬‫خذهبت‬‫هزتجط‬‫ثب‬‫هحصَل‬‫ًسجت‬ِ‫ث‬ٔ‫چزخ‬‫ػوز‬،‫هحصَل‬‫اهکبى‬ ِ‫ارائ‬ٕ‫ّب‬ِ‫ثست‬ٖ‫خذهبت‬‫هتٌَع‬ٍُ‫گستزد‬ِ‫ث‬‫هطتزٗبى‬‫هْ٘بتز‬،ُ‫ثَد‬ً‫ب‬ٌ‫ضو‬‫اهکبًبت‬ٍٕ‫ّب‬‫ّاث٘ت‬‫ذ‬‫ج‬ٖ‫خبص‬‫ً٘ش‬ ٕ‫ثزا‬‫اٗي‬ِ‫ػزص‬‫اس‬‫کست‬ٍ‫کبر‬‫اٗجبد‬‫خَاّذ‬‫ضذ‬.‫اٗي‬ِ‫چزخ‬ٕ‫ّب‬‫فزصت‬ٕ‫ث٘طوبر‬‫را‬ٕ‫ثزا‬‫ّب‬‫ضزکت‬‫جْت‬ ‫کست‬‫هشٗت‬ٖ‫رقبثت‬ٍ‫کل٘ذ‬‫هَفق٘ت‬‫در‬ٖ‫ثبسارٗبث‬‫ه٘سز‬ُ‫ًوَد‬‫است‬. ‫ث٘ص‬‫اس‬‫ٗک‬‫سَم‬ٕ‫ّب‬‫ضزکت‬‫ثشرگ‬ُ‫تَل٘ذکٌٌذ‬ِ‫ث‬‫سوت‬ٔ‫تَسؼ‬‫کست‬ٍٕ‫کبرّب‬ٖ‫خذهبت‬ٍٕ‫ر‬‫اًذ‬ُ‫آٍرد‬ِ‫ک‬ ‫اٗي‬‫ًسجت‬‫در‬ٕ‫کطَرّب‬ِ‫ٗبفت‬ِ‫تَسؼ‬ِ‫ث‬‫ث٘ص‬‫اس‬60‫درصذ‬‫ً٘ش‬‫رسذ‬ٖ‫ه‬ ‫محور‬ ‫خدمات‬ ‫کارهای‬ ‫و‬ ‫کسب‬ ‫توسعه‬ ‫اهمیت‬:
  4. 4. ‫اس‬ ٖ‫ثزخ‬‫دالٗل‬ٕ‫هشاٗب‬ ٍ‫کبر‬ ٍ ‫کست‬ ِ‫تَسؼ‬‫خذهبت‬‫اسبس‬ ‫ثز‬‫تحق٘ق‬‫بت‬‫هختلف‬ُ‫حَس‬ ِ‫س‬ ‫در‬: ٖ‫هبل‬‫استزاتژٗک‬ٖ‫ثبسارٗبث‬ -‫هغوئي‬ ‫جریبى‬ ‫یک‬ ‫ًوَدى‬ ‫فراّن‬ ‫ظَد‬ ‫حبؼیۀ‬ ‫ایجبد‬ ‫عریق‬ ‫از‬ ‫هبلی‬ ‫ثجبت‬ ‫ثب‬ ‫درآهذی‬ ‫هٌجغ‬ ٍ ‫ثبالتر‬ -‫هقبثل‬ ‫در‬ ‫ججراًی‬ ‫ػبهل‬ ‫یک‬ ‫هحصَالت‬ ‫ظَد‬ ِ‫حبؼی‬ ‫کبّػ‬ ‫رقبثت‬ ‫ثذلیل‬ -‫ؼرکت‬ ‫پبیذار‬ ‫ثقبی‬ -‫اثرات‬ ‫ًوَدى‬ ‫هتؼبدل‬‫ظیکلْبی‬ ‫اقتصبدی‬ -ِ‫تَظؼ‬ٍ ‫کعت‬‫کبر‬ -‫رقبثتی‬ ُ‫جبیگب‬ ‫تقَیت‬ ‫ثبػث‬ ‫خذهبت‬ ‫ؼَد‬‫هی‬ ‫ّب‬‫ؼرکت‬ -ٍ ‫غیرفیسیکی‬ ‫خذهبت‬ ‫تقلیذ‬ ِ‫ث‬ ِ‫ٍاثعت‬ ‫ارزغ‬ ‫تَلیذ‬ ‫فرآیٌذّبی‬ ،‫ثَد‬ ‫خَاّذ‬ ‫تر‬‫ظخت‬ ‫رقجب‬ ‫تَظظ‬ ،‫آًْب‬ ‫یبدگیری‬ ‫عریق‬ ‫از‬ ‫رقبثتی‬ ‫هسیت‬ ‫زیرا‬ ‫ؼَد‬‫هی‬ ‫ایجبد‬ ‫ظبزهبًی‬ -ِ‫ث‬ ُ‫ؼذ‬ ِ‫ارائ‬ ‫ارزغ‬ ‫اظبض‬ ‫ثر‬ ‫رقبثت‬ ٌِ‫ّسی‬ ‫ثجبی‬ ‫هؽتری‬ -ِ‫تَظؼ‬ ٍ ‫تحقیق‬ ‫فرآیٌذ‬ ِ‫ث‬ ‫کوک‬ ‫ثبزار‬ ‫در‬ ‫تحقیق‬ ٍ ‫هحصَالت‬ -‫هؽتریبى‬ ‫ثب‬ ‫هذت‬ ‫ثلٌذ‬ ‫تؼبهالت‬ ‫ایجبد‬ -‫جوغ‬‫داًػ‬ ‫آٍری‬‫هؽتریبى‬ -‫ثرٍى‬ ِ‫ث‬ ‫هؽتریبى‬ ‫توبیل‬ ‫هیساى‬ ‫افسایػ‬ ‫ثر‬ ‫تورکس‬ ٍ ‫آًبى‬ ‫فؼبلیتْبی‬ ‫ظپبری‬ ‫کلیذی‬ ‫فؼبلیتْبی‬ -‫هؽتریبى‬ ‫ثرای‬ ‫ظفبرؼی‬ ‫خذهبت‬ ِ‫ارائ‬ -‫هحصَالت‬ ‫فرٍغ‬ ‫افسایػ‬ -ُ‫دٌّذ‬ ِ‫ارائ‬ ‫ؼرکتْبی‬ ‫ؼذى‬ ‫تجذیل‬ ‫ثرای‬ ‫حل‬ ُ‫را‬ ‫دٌّذگبى‬ ِ‫ارائ‬ ِ‫ث‬ ‫خذهبت‬ ‫هؽتریبى‬ -ٍ ‫هحصَالت،خذهبت‬ ‫از‬ ‫ترکیجی‬ ِ‫ارائ‬ ‫هؽتریبى‬ ‫ًیبزّبی‬ ‫تحقق‬ ‫ثرای‬ ‫داًػ‬ 4
  5. 5. ‫خذمت‬ ‫زنجیرۀ‬ ‫های‬‫فعالیت‬-‫محصول‬ 75.7% 70.4% 67.0% 64.3% 64.3% 52.2% 52.2% 51.3% 43.5% 41.7% 40.0% 36.5% 34.8% 33.9% 24.3% 23.5% 14.8% ‫تلفي‬ ‫عریق‬ ‫از‬ ‫هؽتریبى‬ ‫پؽتیجبًی‬ ‫فٌی‬ ‫اپراتَر‬ ‫آهَزغ‬ ‫اًذازی‬ُ‫را‬ ٍ ‫ًصت‬ ‫خذهبت‬ ‫اعالػبت‬ ٍ ‫اظٌبد‬ ِ‫ارائ‬ ‫آى‬ ‫تَظؼۀ‬ ٍ ًَِ‫ًو‬ ‫عراحی‬ ‫خذهبت‬ ‫هؽتریبى‬ ‫ثرای‬ ‫ظویٌبر‬ ‫هحصَالت‬ ‫آٍری‬ ‫ثرٍز‬ ‫خذهبت‬ ‫ًگْذاری‬ ٌِ‫ّسی‬ ‫هحبظجبت‬-‫ظَد‬ ِ‫هؽبث‬ ‫هحصَالت‬ ‫ثرای‬ ‫فٌی‬ ‫پؽتیجبًی‬ ‫هؽکالت‬ ‫تحلیل‬ ٍ ِ‫تجسی‬ ‫تحقیقبت‬ ‫هؽتریبى‬ ‫ًظر‬ ‫هَرد‬ ‫هحصَالت‬ ‫ظبخت‬ ‫قبثلیت‬ ‫تحلیل‬ ٍ ِ‫تجسی‬ ‫هحصَالت‬ ‫ًوبیػ‬ ‫هؽتریبى‬ ‫ثرای‬ ‫ظٌجی‬‫اهکبى‬ ‫هغبلؼبت‬ ُ‫ؼذ‬ ِ‫فرٍخت‬ ‫هحصَالت‬ ‫ػولیبت‬ ‫هؽتریبى‬ ‫فرآیٌذّبی‬ ‫اجرای‬
  6. 6. Identified Industrial Product Service Business Models Basic Services • Cost-benefit calculation • Customer consulting and support by phone • Written information material • Technical user training Maintenance Services • Maintenance • Product upgrading services • Technical support for similar products of other manufacturers Research and Development Services • Analysis of product manufacturability • Problem analysis • Feasibility studies • Prototype design and development service • Research Functional Services • Service for operating customers’ process • Service for operating the product sold to thecustomer 1 2 3 4
  7. 7. Percentage of different business models offered by manufacturing companies Relations between Industrial product-service business models and financial performance
  8. 8. servitization‫کبر‬ ٍ ‫کست‬ ٕ‫دً٘ب‬ ‫در‬ ‫آى‬ ‫اّو٘ت‬ ٍ
  9. 9. Srvitization‫چیست؟‬ Srvitization،‫اٍلیي‬‫ثبر‬‫در‬‫ظبل‬1988‫تَظظ‬RadaٍVandermerwe‫ثرای‬‫ترظین‬ٍ‫تَضیح‬‫گرایػ‬ ‫ؼرکتْبی‬‫تَلیذ‬ُ‫کٌٌذ‬ِ‫ث‬ِ‫ارائ‬ِ‫ثعت‬‫ترکیجی‬‫از‬‫کبالّب‬،‫،خذهبت‬‫پؽتیجبًی‬،‫ظلف‬،‫ظرٍیط‬‫داًػ‬ٍ....ِ‫ث‬‫هؽتریبى‬ ُ‫ثکبرثرد‬‫ؼذ‬.‫ثٌبثرایي‬‫کبرثرد‬ِ‫اٍلی‬‫آى‬‫هرثَط‬ِ‫ث‬ُ‫حَز‬‫ثبزاریبثی‬‫هی‬‫ثبؼذ‬. Srvitization‫ًؽبى‬ُ‫دٌّذ‬‫یک‬‫رًٍذ‬ُ‫فسایٌذ‬ٍ‫هحجَة‬‫در‬‫هیبى‬‫تَلیذ‬‫کٌٌذگبى‬‫هحصَالت،ػلی‬‫الخصَؾ‬ ‫هحصَالت‬‫ثب‬‫دٍام‬‫ثرای‬‫گعترغ‬ٌِ‫داه‬‫خذهبت‬‫پیؽٌْبدی‬(Service Offerings)‫هی‬‫ثبؼٌذ‬ِ‫ک‬‫هحصَالت‬‫را‬ ‫در‬‫ظراظر‬ِ‫چرخ‬‫ػور‬‫آًْب‬‫ّوراّی‬‫کٌذ‬.  Servitization is the innovation of an organization’s capabilities and processes to better create mutual value through a shift from selling product to selling product-service systems.  A product-Service System is an integrated product and service offering that delivers value in use. Product -oriented service -oriented
  10. 10. 10 Servitization process Value-Generation through Servitization
  11. 11. Type of value proposition Extending your core product to offer customer outcomes
  12. 12. ‫فزآٌٗذ‬ ‫در‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ‫ثب‬ ‫هزتجط‬ ‫خذهبت‬ ُ‫جبٗگب‬ servitization
  13. 13. 13
  14. 14. Service offerings can roughly be divided into two categories: Do you want to protect established relationships within your installed base and lock out your competitors? Do you want to cultivate new relationships and create new business? You may consider services that mainly focus on existing equipment: – Training – Delivery – Helpdesk – Installation – Reactive repair – Spare parts and Maintenance You may consider services that help customers to achieve outcomes: – Outsourcing partners – Vendor agnostic operations – Process oriented training – Business advising/Consulting – Preventive maintenance – Monitoring – Financing
  15. 15. The product-oriented service space servicesitemservicesitem Full maintenance Contract12Site delivery /Home delivery1 Advice and consultancy Documentation 13Product installation/startup , commissioning 2 Help Desk – hot line on product14Spare parts and consumables delivery3 Help Desk – hot line on process15Updates/upgrades4 Help Desk – hot line on business16Remanufacturing , Refurbishing , cleaning, safe Keeping 5 Product-oriented training17Recycling and take back6 Process-oriented training18Financial services7 Business-oriented training19Inspection and diagnosis8 Product-oriented consultancy20Repair and maintenance9 Process-oriented consultancy21Extended warranty10 Business-oriented consultancy22Preventive maintenance11
  16. 16. The use-oriented service space servicesitem Leasing23 Short term Renting24 Long term Renting25 Sharing26 Pooling27 The result-oriented service space servicesitem Pay-per-use28 Outsourcing29 Functional-based Pay-per- result 30
  17. 17. The Growth of the Service Business in Manufacturing
  18. 18. ‫هطتزٗبى‬ ‫آالت‬ ‫هبضي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬ ‫هختلف‬ ٕ‫ضزکتْب‬ ‫تجبرة‬ ‫فزآٌٗذ‬ ‫در‬servitization
  19. 19. -‫ثر‬‫اظبض‬‫تحقیقبت‬‫اًجبم‬ُ‫ؼذ‬‫اکثر‬‫ؼرکتْب‬(‫ثیػ‬‫از‬60%)،‫در‬‫کؽَرّبی‬ِ‫تَظؼ‬،ِ‫یبفت‬‫ایي‬‫رٍیکرد‬‫را‬‫از‬‫ظبلْب‬‫قجل‬‫هَرد‬ ِ‫تَج‬‫قرار‬ُ‫داد‬‫اًذ‬. -‫در‬ٍُ‫گر‬‫تَلیذ‬‫کٌٌذگبى‬‫هبؼیي‬‫آالت‬‫ؼرکتْبی‬‫کَهبتعَ،کبترپیالر،لیجْر‬ٍَ‫،ٍل‬‫،اعلط‬َ‫کَثک‬ٍ....‫حذ‬‫ثبالیی‬‫از‬‫فرآیٌذ‬ SERVITIZATION‫را‬‫اًجبم‬ُ‫داد‬‫اًذ‬‫تب‬‫جبیی‬ِ‫ک‬‫خَد‬‫را‬Total solution Provider‫هی‬‫داًٌذ‬. -‫اکثر‬‫ؼرکتْبی‬‫ثسرگ‬ُ‫حَز‬ICT -‫ؼرکتْبی‬‫ثسرگ‬‫تَلیذ‬ُ‫کٌٌذ‬‫کبهیًَْب‬ٍ‫ظبیر‬‫تجْیسات‬‫حول‬‫ًٍقل‬ ‫ؼرکتْبی‬‫تَلیذ‬ُ‫کٌٌذ‬‫کبالّبی‬ِ‫ظرهبی‬‫ای‬‫ثب‬‫تکٌَلَشی‬ُ‫پیچیذ‬‫هبًٌذ‬‫ؼرکت‬‫رٍلس‬‫رٍیط‬(‫ثخػ‬‫َّافضب‬ِ‫ک‬‫تَلیذ‬ُ‫کٌٌذ‬ ‫اًَاع‬‫هَتَرّب‬‫در‬‫ایي‬ُ‫حَز‬‫هی‬‫ثبؼذ‬) ًَِ‫ًو‬‫ّبیی‬‫از‬‫ؼرکتْب‬: Siemens ,ABB ،IBM،Rockwell Automation ، Toyota ،HP،IKEA ،Bosch، Daf, Apple ،Sony، Vestas ,Alfa laval,MAN، Miele،Mercedes Benz ,Audi, canon Maserati,،Nissan ،... ....service revenue growth of 5-10% per year and by 2015 : 71% of global manufacturers are expected to use services in order to differentiate their products and 82% of European manufacturers are expected to focus on services…. ‫رٍٗکزد‬ ‫اس‬ ،‫خَد‬ ‫هطتزٗبى‬ ‫تجْ٘شات‬ ‫هذٗزٗت‬ ‫در‬ ِ‫ک‬ ٖٗ‫ضزکتْب‬ ‫اس‬ ٖ‫ثزخ‬SERVITIZATION‫گ٘زًذ‬ ٖ‫ه‬ ُ‫ثْز‬:
  20. 20. Komatsu Maintenance Agreements
  21. 21. ‫فزآٌٗذ‬ ‫ثب‬ ‫هزتجط‬ ٕ‫چبلطْب‬servitization (service paradox)
  22. 22. THE SERVITIZATION PARADOX  Create leadership support from top management to sales and operations managers  Make the necessary investments to develop and implement services and solutions  Change the mind-set and capabilities of the organization to selling and delivering services and solutions  Develop KPIs and align incentives to ensure integrated sales and delivery of products combined with services  Coordinate and align the development of new products integrated with new services  Involve customers in the development process  Create the necessary flexibility and adaptability to enable customization  Formulate attractive value propositions through better understanding of customer needs  Ensure that the quality of service provision lives up to customer expectations  Specify Service Level Agreements to ensure an appropriate balance of risk and rewards  Develop trustful relationships to support the investment in customer specific competencies
  23. 23. ٕ‫استزاتژ‬ ‫تذٍٗي‬ ٖ‫ٍچگًَگ‬ ‫استزاتژٗک‬ ‫هالحظبت‬ ‫هطتزٗبى‬ ‫آالت‬ ‫هبض٘ي‬ ‫هذٗزٗت‬ ُ‫حَس‬ ‫در‬
  24. 24. Outsourcing PartnerDevelopment Partner Customer Support Service Provider After Sale Service Provider OP ٕ‫سپبر‬ ‫ثزٍى‬ ِ‫ک‬ ٖ‫ضزکبئ‬ ُ‫ضذ‬ ‫ٍاگذار‬ ‫آًْب‬ ِ‫ث‬‫است‬ ٕ‫ّب‬ ‫سزٍٗس‬ ٍ ‫خذهبت‬ ٕ‫کبرثزد‬ ٍ ٖ‫ػول٘بت‬ ‫هسئَل٘ت‬ ِ٘‫کل‬ ‫پذٗزفتي‬ ‫ثب‬ ‫هزتجط‬ ٕ‫ّب‬ٍ ‫کست‬ ‫ثب‬ ٖ‫،حت‬ ‫کبرهطتزٗبى‬ ‫رٗسک‬ ‫ٍجَد‬ DP ُ‫حَس‬ ‫در‬ ‫هب‬ ٕ‫ضزکب‬ ِ‫تَسؼ‬ ٍ ‫ثْجَد‬ ٖ‫طزاح‬ ُ‫حَس‬ ‫خذهبت‬ ‫سبس‬ ٍ ‫سبخت‬ ٍ CSP ‫خذهبت‬ ُ‫دٌّذ‬ ِ‫ارائ‬ ٕ‫ّب‬ ‫ضزکت‬ ‫اس‬ ًٖ‫پطت٘جب‬ٕ‫هطتز‬ ‫جبهغ‬ ٕ‫ًگْذار‬ ‫تؼو٘زات‬ ِ‫پ٘طزفت‬ ٕ‫ّب‬ ‫ثبسدارًذُ،آهَسش‬ ،‫فزآٌٗذّب‬ ٕ‫سبس‬ ٌِْ٘‫ث‬ ،ٕ‫هطتز‬ ‫ثب‬ ‫ارتجبط‬ ‫ثبسرسٖ،خط‬ ٖ‫ٗذک‬ ‫قطؼبت‬ ٍ ‫لَاسم‬ ‫تبه٘ي‬ ASP (‫خذهبت‬ ُ‫دٌّذ‬ ِ‫ارائ‬ ٕ‫ّب‬ ‫ضزکت‬ ‫افزٍش‬ ‫پس‬) ، ‫تؼو٘زات‬ ، ٖ‫ٗذک‬ ‫لَاسم‬ ٍ ‫قطؼبت‬ ٖ‫ثبسرس‬ ‫آهَسش‬‫خط‬ ِ‫پ٘طزفت‬ ٍ ٕ‫هجتذ‬ ٕ‫هطتز‬ ‫ثب‬ ‫ارتجبط‬
  25. 25. ‫محور‬ ‫محصول‬ ‫خذمات‬ ‫انواع‬
  26. 26. ‫مرتبط‬ ‫استراتژیهای‬ ‫و‬ ‫محور‬ ‫محصول‬ ‫خذمات‬ ‫انواع‬
  27. 27. CALCULATING COSTS ُ‫حَز‬ ‫در‬ ‫اظتراتصیک‬ ‫تصویوبت‬ ‫ایجبد‬ ‫ثرای‬ ‫هْن‬ ‫اثسار‬ ٍ‫د‬ ‫اظتراتصیْبی‬Servitization‫از‬ ُ‫اظتفبد‬ ،ٍ ِٗ‫تجش‬ ‫هحصَل‬ ‫ػوز‬ ُ‫دٍر‬ ٕ‫ّب‬ ٌِٗ‫ّش‬ ‫تحل٘ل‬(LCCA)ٍ ‫هبلک٘ت‬ ٖ‫کل‬ ٕ‫ّب‬ ٌِٗ‫ّش‬(TCO)‫ثبؼذ‬ ‫هی‬
  28. 28. Key levers for succeeding in servitization Setting strategic direction Define and communicate a clear service strategy and initiate the necessary investments to align the strategic direction with operational capabilities Developing capabilities Develop capabilities for designing and delivering services, including technical expertise, customer orientation and Information Technology Adjusting organizational design Create the organizational arrangements to support the development , sale and delivery of services and align performance measures and incentives Establishing a service culture Provide managerial attention to the values supporting service design and delivery such as customer orientation, heterogeneity and flexibility
  29. 29. The Servitization Framework
  30. 30. Servitization is a profitable business proposition for manufacturers, which opens up channels for forging longstanding customer relationships. With necessary investments in personnel and systems, manufacturers are able to provide differentiated offerings with services across the product lifecycle. Technology adoption is an imperative for organizations to prepare themselves for servitization with innovation. By leveraging disruptive technology such as additive manufacturing, Big Data analytics, complex decision making trees, and remote communication mechanisms, manufacturing companies are able to streamline processes and derive and interpret end-to-end real-time data on product performance and customer operations. In the emerging world of servitization, value creation and delivery is an ongoing process. Equipped with this strategic competitive differentiator, manufacturers are empowered with the capability of transforming product creation and servicing processes, and redefining value exchange with customers. ……., The Future of Manufacturing
  31. 31. ‫شما‬ ‫توجه‬ ‫از‬ ‫سپاس‬ ‫با‬ ‫مفاخری‬ ‫خدیجه‬ ‫هپکو‬ ‫شرکت‬ ‫راهبردی‬ ‫بازاریابی‬ ‫مدیر‬ mafakheri@hepcoir.com

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