运营管理C02OMStrategy(1)

OperationsManagement运营管理ClassTwoOperationsandSupplyStrategyInstructor:Wang,WenbinFeb26th,2013LearningObjectives♦Knowwhatisoperationsstrategy.♦Understandthecompetitivedimensionsofoperationsandsupplystrategy.♦Knowwhatorderwinnersandorderqualifiersare.Class1:IntroductiontoOM»OverviewofOM:OMasmanagingthetransformationprocessClass2:OperationsStrategyWhereAreWe?WhatisOM?ProcessViewofOrganizations•Inputs•Outputs•Goods•Services•(Rawmaterials,Energy•Information,etc.)•TransformationProcess转换过程WhatisOM?♦OperationsManagementisthemanagement(design,operation,andimprovement)ofthetransformationprocesses(转换过程)thatcreatevalueforsociety.♦Howtostructuretheprocesses(流程)andmanageresourcestodeveloptheappropriatecapabilitiestoconvertinputstooutputs.♦Whatisappropriate?Corecapability♦Corecapability(orcompetencies)aretheskillsthatdifferentiatetheserviceormanufacturingfirmfromitscompetitors(page16).Walmartvs.ConvenientstoretheLegendofSwordandFairyvs.WarcraftCheryvs.ShanghaiVolkswagonFedex/EMSvs.PostOfficeValueofOperations:TheCompetitiveEdge“Acompany’s“operations”functioniseitheracompetitiveweaponoracorporatemillstone.Itisseldomneutral.”--C.WickhamSkinner•Notmerelybeaplacetomakeafirm’sproductsorservices.•Operationsshouldbefullyconnectedtothebusinessstrategy(经营战略).•Operationsstrategies(运营战略)anddecisionsshouldfulfilltheneedsofbusinessandaddcompetitiveadvantagetothefirm.OperationsStrategy♦Operationsandsupplystrategyisconcernedwithsettingbroadpoliciesandplansforusingtheresourcesofafirmtobestsupportitslong-termcompetitivestrategy.2-9McDonald’sOperationsStrategy♦Mission:fastproduct/service,consistentquality,lowcost,clean/friendlyenvironment♦OperationsObjectives:cost,quality,service♦Strategicdecisions:process,quality,capacity,inventory(tobuildupcorecapabilities,.e.g….)♦DistinctiveCompetence:today-continuousimprovementofthetransformationsystem,andbrand(originally:uniqueservice/supplychain)AglobalservicefirmOperationsStrategyFrameworkConsistentpatternofdecisionsInternalanalysisExternalanalysisMissionObjectives(cost,quality,flexibility,delivery)StrategicDecisions(process,qualitysystem,capacity,andinventory)DistinctiveCompetenceOperationsStrategyBusinessstrategyFunctionalstrategiesinmarketing,finance,engineering,humanresources,andinformationsystemsResultsCorporatestrategyOperationsStrategyExampleExampleStrategyProcessCustomerNeedsCorporateStrategyOperationsandSupplyStrategyDecisionsonProcessesandInfrastructureMoreProductIncreaseOrg.SizeIncreaseProductionCapacityBuildNewFactoryCompetitiveDimensions(page11)♦CostorPriceMaketheProductorDelivertheServiceCheap♦QualityMakeaGreatProductorDeliveraGreatService♦DeliverySpeedMaketheProductorDelivertheServiceQuickly♦DeliveryReliabilityDeliverItWhenPromised♦CopingwithChangesinDemandChangeItsVolume♦FlexibilityandNewProductIntroductionSpeedChangeIt♦OtherProduct-SpecificCriteriaSupportItExamplesofImportantStrategicDecisionsinOperationsStrategicDecisionDecisionTypeStrategicChoiceProcessSpanofprocessAutomationProcessflowJobspecializationSupervisionMakeorbuyHandmadeormachine–made;flexibleorhardautomationProject,batch,lineorcontinuousHighorlowspecializationHighlydecentralizedorcentralizedQualitySystemsApproachTrainingSuppliersPreventionorinspectionTechnicalormanagerialtrainingSelectedonqualityorcostCapacityFacilitysizeLocationInvestmentOnelargeorseveralsmallfacilitiesNearmarkets,lowcostorforeignPermanentortemporaryInventoryAmountDistributionControlSystemsHighorlowlevelsofinventoryCentralizedordecentralizedwarehouseControlingreaterdetailorlessdetailOrderWinnersandOrderQualifier(page14)♦Orderqualifiers(订单资格要素)arethebasiccriteriathatpermitthefirmsproductstobeconsideredascandidatesforpurchasebycustomers♦Orderwinners(订单赢得要素)arethecriteriathatdifferentiatestheproductsandservicesofonefirmfromanother•OrderWinners•Price•Quality–ProductQuality–CustomerService•Time–FastServiceorDelivery–ReliableDeliveryTime•Flexibility–VarietyofProduct–VolumeFlexibility•Requires•“Capabilities”•OperationalCapabilitiesCompetitivePrioritiesandOperationalCapabilities♦Price♦ProductQualityandReliability♦DeliveryLeadTimes♦Flexibility:-Volume-ProductMix♦LowCostProcess♦HighQualityProcess♦FastProcessMake-to-stock（备货型）Make-to-order（订单生产型）♦LargeCapacity♦FlexibleProcess•Business•Strategy•Desired•Capabilities•Processes•Resources•Operations•Structure•Price/Quality/Time/Variety•Compatible?StrategicFrameworkforOperations•CaseStudiesofGoodOM(1)SouthwestAirlines•MissionStatement:•“ThemissionofSouthwestAirlinesisdedicationtothehighestqualityofCustomerServicedeliveredwithasenseofwarmth,friendliness,individualpride,andCompanySpirit.”••--StrategicFit•CorporateStrategy(Positioning)–Serveprice-andconvenience-sensitivetravelers.•OperationalActivities–Tailoredforstrategicfit.Full-ServiceAirlinesSouthwestRouteStructureHub-and-spokePoint-to-pointFirst-ClassServiceAvailableN/AMealServiceAvailableN/ASeatAssignmentAvailableN/AFleetofAircraftsFullFleetBoeing737TicketingThroughAgentsNoAgents•DepartmentofTransportation(