Professional Documents
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Heizer 02
Heizer 02
Management
Chapter 2 –
Operations Strategy in
a Global Environment
PowerPoint presentation to accompany
Heizer/Render
Principles of Operations Management, 7e
Operations Management, 9e
© 2008 Prentice Hall, Inc. 2–1
Outline
Global Company Profile: Boeing
A Global View of Operations
Cultural and Ethical Issues
Developing Missions And
Strategies
Mission
Strategy
Citicorp USA 34 46 NA
Colgate- USA 72 63 NA
Palmolive
Dow USA 60 50 NA
Chemical
Gillette USA 62 53 NA
Honda Japan 63 36 NA
IBM USA 57 47 51
ICI Britain 78 50 NA
Nestle Switzerland 98 95 97
Philips Netherlands 94 85 82
Electronics
Siemens Germany 51 NA 38
Unilever Britain & 95 70 64
Netherlands
Reasons to Globalize
Tangible 1. Reduce costs (labor, taxes, tariffs, etc.)
Reasons 2. Improve supply chain
3. Provide better goods and services
4. Understand markets
Intangible 5. Learn to improve operations
Reasons 6. Attract and retain global talent
Figure 2.2
© 2008 Prentice Hall, Inc. 2 – 33
Hard Rock Cafe
Figure 2.2
© 2008 Prentice Hall, Inc. 2 – 34
Arnold Palmer Hospital
Figure 2.2
© 2008 Prentice Hall, Inc. 2 – 35
Factors Affecting Mission
Philosophy
and Values
Profitability
Environment
and Growth
Mission
Benefit to
Society
© 2008 Prentice Hall, Inc. 2 – 36
Sample Missions
Sample Company Mission
To manufacture and service an innovative, growing, and
profitable worldwide microwave communications business
that exceeds our customers’ expectations.
Figure 2.3
© 2008 Prentice Hall, Inc. 2 – 37
Sample Missions
Sample OM Department Missions
Product design To design and produce products and
services with outstanding quality and
inherent customer value.
Quality management To attain the exceptional value that is
consistent with our company mission and
marketing objectives by close attention to
design, procurement, production, and field
service operations
Figure 2.3
© 2008 Prentice Hall, Inc. 2 – 38
Sample Missions
Sample OM Department Missions
Location To locate, design, and build efficient and
economical facilities that will yield high
value to the company, its employees, and the
community.
Layout design To achieve, through skill, imagination, and
resourcefulness in layout and work methods,
production effectiveness and efficiency
while supporting a high quality of work life.
Figure 2.3
© 2008 Prentice Hall, Inc. 2 – 39
Sample Missions
Sample OM Department Missions
Supply chain To collaborate with suppliers to develop
management innovative products from stable, effective,
and efficient sources of supply.
Inventory To achieve low investment in inventory
consistent with high customer service levels
and high facility utilization.
Scheduling To achieve high levels of throughput and
timely customer delivery through effective
scheduling.
Maintenance To achieve high utilization of facilities and
equipment by effective preventive
maintenance and prompt repair of facilities
and equipment.
Figure 2.3
© 2008 Prentice Hall, Inc. 2 – 40
Strategic Process
Organization’s
Mission
Functional
Area Missions
Finance/
Marketing Operations
Accounting
Product FLEXIBILITY:
Sony’s constant innovation
Quality of new products………………………………....Design
HP’s ability to lead
the printer market………………………………Volume
Process
Southwest Airlines No-frills service……..…..LOW COST
Location
DELIVERY:
Pizza Hut’s 5-minute guarantee Differentiation
Layout at lunchtime…………………..…..………………….Speed (Better)
Federal Express’s “absolutely,
positively on time”………………………..….Dependability
Human
resource QUALITY: Response
Motorola’s HDTV converters….……........Conformance (Faster)
Motorola’s pagers………………………..….Performance Cost
Supply chain
leadership
Caterpillar’s after-sale service (Cheaper)
Inventory on heavy equipment……………....AFTER-SALE SERVICE
Table 2.1
© 2008 Prentice Hall, Inc. 2 – 52
Managing Global Service
Operations
Requires a different perspective on:
Capacity planning
Location planning
Facilities design and layout
Scheduling
Low
Table 2.2
© 2008 Prentice Hall, Inc. 2 – 55
Operations Strategies for
Two Drug Companies
Brand Name Drugs, Inc. Generic Drug Corp.
Competitive
Product Differentiation Low Cost
Advantage
Process Product and modular Process focused;
process; long general processes; “job
production runs in shop” approach, short-
specialized facilities; run production; focus
build capacity ahead of on high utilization
demand
Location Still located in the city Recently moved to low-
where it was founded tax, low-labor-cost
environment
Table 2.2
© 2008 Prentice Hall, Inc. 2 – 56
Operations Strategies for
Two Drug Companies
Brand Name Drugs, Inc. Generic Drug Corp.
Competitive
Product Differentiation Low Cost
Advantage
Scheduling Centralized production Many short-run
planning products complicate
scheduling
Table 2.2
© 2008 Prentice Hall, Inc. 2 – 57
Operations Strategies for
Two Drug Companies
Brand Name Drugs, Inc. Generic Drug Corp.
Competitive
Product Differentiation Low Cost
Advantage
Human Hire the best; Very experienced top
Resources nationwide searches executives; other
personnel paid below
industry average
Table 2.2
© 2008 Prentice Hall, Inc. 2 – 58
Operations Strategies for
Two Drug Companies
Brand Name Drugs, Inc. Generic Drug Corp.
Competitive
Product Differentiation Low Cost
Advantage
Inventory High finished goods Process focus drives up
inventory to ensure all work-in-process
demands are met inventory; finished
goods inventory tends
to be low
Maintenance Highly trained staff; Highly trained staff to
extensive parts meet changing demand
inventory
Table 2.2
© 2008 Prentice Hall, Inc. 2 – 59
Issues In Operations Strategy
Sales iPods
3 1/2”
Xbox 360 Floppy
disks
Figure 2.5
© 2008 Prentice Hall, Inc. 2 – 66
Product Life Cycle
Introduction Growth Maturity Decline
Product design Forecasting Standardization Little product
and critical differentiation
Less rapid
development Product and product changes Cost
OM Strategy/Issues
critical
process – more minor minimization
Frequent reliability changes Overcapacity
product and
Competitive Optimum in the
process design
product capacity industry
changes
improvements
Increasing Prune line to
Short production and options
stability of eliminate
runs
Increase capacity process items not
High production returning
Shift toward Long production
costs product focus runs good margin
Limited models Reduce
Enhance Product
capacity
Attention to distribution improvement and
quality cost cutting
Figure 2.5
© 2008 Prentice Hall, Inc. 2 – 67
SWOT Analysis
Mission
Internal External
Strengths Opportunities
Analysis
Internal External
Weaknesses Threats
Strategy
Environmental Analysis
Identify the strengths, weaknesses, opportunities, and threats.
Understand the environment, customers, industry, and competitors.
Form a Strategy
Build a competitive advantage, such as low price, design, or
volume flexibility, quality, quick delivery, dependability, after-
sale service, broad product lines.
Figure 2.7
© 2008 Prentice Hall, Inc. 2 – 71
Activity Mapping
Courteous, but
Limited Passenger
Service
Competitive Advantage:
Low Cost
High Frequent,
Aircraft Reliable
Utilization Standardized Schedules
Fleet of Boeing
737 Aircraft
Figure 2.8
© 2008 Prentice Hall, Inc. 2 – 72
Activity Mapping
Courteous, but
Limited Passenger
Service
license existing
product
Examples
U.S. Steel
Harley Davidson
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 79
Four International
Operations Strategies
High
Cost Reduction Considerations
International Strategy
Import/export or
license existing
product
Examples
U.S. Steel
Harley Davidson
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 80
Four International
Operations Strategies
Global
High Strategy
Standardized
Cost Reduction Considerations
product
Economies of scale
Cross-cultural
learning
Examples
International Strategy
Import/export or
Texas Instruments
license existing
product
Examples Caterpillar
Otis Elevator
U.S. Steel
Harley Davidson
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 81
Four International
Operations Strategies
High
Global Strategy
Standardized product
Cost Reduction Considerations
Economies of scale
Cross-cultural learning
Examples
Texas Instruments
Caterpillar
Otis Elevator
International Strategy
Import/export or
license existing
product
Examples
U.S. Steel
Harley Davidson
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 82
FourMultidomestic
International
Operations Strategies
Strategy
High
Use existing
Global Strategy
Standardizeddomestic
product model
Cost Reduction Considerations
Economies of scale
globally
Cross-cultural learning
Examples
Franchise, joint
Texas Instruments
Caterpillar
Otis Elevatorventures,
subsidiaries
International Strategy
Examples
Import/export or
Heinz
license existing
product
Examples
McDonald’s
U.S. Steel
The Body Shop
Harley Davidson
Economies of scale
Cross-cultural learning
Examples
Texas Instruments
Caterpillar
Otis Elevator
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 84
Four International
Operations Strategies
Transnational
High Strategy
Move material,
Global Strategy
Standardized product
Cost Reduction Considerations
people, ideas
Economies of scale
Cross-cultural learning
Low Nestlé
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 85
Four International
Operations Strategies
High
Global Strategy Transnational Strategy
Standardized product Move material, people, ideas
Cost Reduction Considerations
Low
Low High
Local Responsiveness Considerations
© 2008 Prentice Hall, Inc.
(Quick Response and/or Differentiation) 2 – 86
Ranking Corruption
Rank Country 2006 CPI Score (out of 10)
1 Finland 9.6 Least
1 Iceland 9.6 Corrupt
1 New Zealand 9.6
5 Singapore 9.4
7 Switzerland 9.1
11 UK 8.6
14 Canada 8.5
15 Hong Kong 8.3
16 Germany 8.0
17 Japan 7.6
20 USA, Belgium 7.3
34 Israel, Taiwan 5.9
70 Brazil, China, Mexico 3.3 Most
121 Russia 2.5 Corrupt
Table 8.2
© 2008 Prentice Hall, Inc. 2 – 87