1

Chapter 2

Operations & Supply Strategy
2

Operation & Supply Strategy
Setting broad policies and plans for
using the resources of a firm to best
support the firm’s long-term competitive
strategy
3

Operations Strategy
Strategy Process

Example

Customer Needs

More Product

Corporate Strategy

Increase Org. Size

Operations Strategy

Decisions on Processes
and Infrastructure

Increase Production Capacity

Build New Factory
4

Competitive Dimensions


Cost or Price
– Make the Product or Deliver the Service Cheap



Quality
– Make a Great Product or Deliver a Great Service
– Design Quality/ Process Quality



Delivery Speed
– Make the Product or Deliver the Service Quickly



Delivery Reliability
– Deliver It When Promised



Coping with Changes in Demand
– Change Its Volume



Flexibility and New Product Introduction Speed
– Change It



Other Product-Specific Criteria
– Support It
5

Dealing with Trade-offs
For example, if we reduce costs by reducing product
For example, if we reduce costs by reducing product
quality inspections, we might reduce product quality.
quality inspections, we might reduce product quality.
For example, if we
For example, if we
improve customer
improve customer
service problem solving
service problem solving
by cross-training
by cross-training
Flexibility
personnel to deal with a
personnel to deal with a
wider-range of
wider-range of
problems, they may
problems, they may
become less efficient at
become less efficient at
dealing with commonly
dealing with commonly
occurring problems.
occurring problems.

Cost
Delivery
Quality
6

Order Qualifiers and Winners
Defined
Order
qualifiers are the basic
criteria that permit the firms
products to be considered as
candidates
for
purchase
by
customers
Order

winners are the criteria that
differentiates the products and
services of one firm from another
7

Service Breakthroughs


A brand name car can be an
“order qualifier”

Repair services can be “order
winners”
•

Examples: Warranty, Roadside Assistance,
Leases, etc
Operations Strategy
Framework

8

Customer Needs

New product : Old product

Competitive
dimensions & requirements

Quality, Dependability, Speed, Flexibility, and Price

Enterprise capabilities
Operations andSupplier capabilities
Operations & Supplier Capabilities
R&D
R&D

Technology

Systems
Technology Systems

People
People

Distribution
Distribution

Support Platforms
Financial management

Human resource management

Information management
9

What is Productivity?
Defined
Productivity is a common measure
on how well resources are being
used. In the broadest sense, it can
be defined as the following ratio:
Outputs
Inputs
10

Total Measure Productivity
Total Measure Productivity = Outputs
Inputs

or
= Goods and services produced
All resources used
11

Partial Measure
Productivity


Partial measures of productivity =



Output or Output or Output or Output
Labor

Capital

Materials

Energy
12

Multifactor Measure
Productivity


Multifactor measures of productivity =



Output
Labor

+

Capital

.
+

Energy

or

Output



Labor

+

Capital

.
+

Materials
Example of Productivity
Measurement








You have just determined that your service
employees have used a total of 2400 hours of labor
this week to process 560 insurance forms. Last
week the same crew used only 2000 hours of labor
to process 480 forms.
Which productivity measure should be used?
Answer: Could be classified as a Total Measure or
Partial Measure.
Is productivity increasing or decreasing?
Answer: Last week’s productivity = 480/2000 = 0.24,
and this week’s productivity is = 560/2400 = 0.23.
So, productivity is decreasing slightly.

13
14

Problem-1


Amity Corporation received the data below
for its rodent cage production unit. Find the
Total Productivity.

Output

Input

50,000 Cages Production Time: 620 Lb Hour
SP: Rs. 3.5/Unit Wages: Rs. 7.5 per hour
Raw material: Rs. 30000
Component Parts: Rs. 15350
15

POM Chap2

  • 1.
    1 Chapter 2 Operations &Supply Strategy
  • 2.
    2 Operation & SupplyStrategy Setting broad policies and plans for using the resources of a firm to best support the firm’s long-term competitive strategy
  • 3.
    3 Operations Strategy Strategy Process Example CustomerNeeds More Product Corporate Strategy Increase Org. Size Operations Strategy Decisions on Processes and Infrastructure Increase Production Capacity Build New Factory
  • 4.
    4 Competitive Dimensions  Cost orPrice – Make the Product or Deliver the Service Cheap  Quality – Make a Great Product or Deliver a Great Service – Design Quality/ Process Quality  Delivery Speed – Make the Product or Deliver the Service Quickly  Delivery Reliability – Deliver It When Promised  Coping with Changes in Demand – Change Its Volume  Flexibility and New Product Introduction Speed – Change It  Other Product-Specific Criteria – Support It
  • 5.
    5 Dealing with Trade-offs Forexample, if we reduce costs by reducing product For example, if we reduce costs by reducing product quality inspections, we might reduce product quality. quality inspections, we might reduce product quality. For example, if we For example, if we improve customer improve customer service problem solving service problem solving by cross-training by cross-training Flexibility personnel to deal with a personnel to deal with a wider-range of wider-range of problems, they may problems, they may become less efficient at become less efficient at dealing with commonly dealing with commonly occurring problems. occurring problems. Cost Delivery Quality
  • 6.
    6 Order Qualifiers andWinners Defined Order qualifiers are the basic criteria that permit the firms products to be considered as candidates for purchase by customers Order winners are the criteria that differentiates the products and services of one firm from another
  • 7.
    7 Service Breakthroughs  A brandname car can be an “order qualifier” Repair services can be “order winners” • Examples: Warranty, Roadside Assistance, Leases, etc
  • 8.
    Operations Strategy Framework 8 Customer Needs Newproduct : Old product Competitive dimensions & requirements Quality, Dependability, Speed, Flexibility, and Price Enterprise capabilities Operations andSupplier capabilities Operations & Supplier Capabilities R&D R&D Technology Systems Technology Systems People People Distribution Distribution Support Platforms Financial management Human resource management Information management
  • 9.
    9 What is Productivity? Defined Productivityis a common measure on how well resources are being used. In the broadest sense, it can be defined as the following ratio: Outputs Inputs
  • 10.
    10 Total Measure Productivity TotalMeasure Productivity = Outputs Inputs or = Goods and services produced All resources used
  • 11.
    11 Partial Measure Productivity  Partial measuresof productivity =  Output or Output or Output or Output Labor Capital Materials Energy
  • 12.
    12 Multifactor Measure Productivity  Multifactor measuresof productivity =  Output Labor + Capital . + Energy or Output  Labor + Capital . + Materials
  • 13.
    Example of Productivity Measurement      Youhave just determined that your service employees have used a total of 2400 hours of labor this week to process 560 insurance forms. Last week the same crew used only 2000 hours of labor to process 480 forms. Which productivity measure should be used? Answer: Could be classified as a Total Measure or Partial Measure. Is productivity increasing or decreasing? Answer: Last week’s productivity = 480/2000 = 0.24, and this week’s productivity is = 560/2400 = 0.23. So, productivity is decreasing slightly. 13
  • 14.
    14 Problem-1  Amity Corporation receivedthe data below for its rodent cage production unit. Find the Total Productivity. Output Input 50,000 Cages Production Time: 620 Lb Hour SP: Rs. 3.5/Unit Wages: Rs. 7.5 per hour Raw material: Rs. 30000 Component Parts: Rs. 15350
  • 15.