DBM 2643 PENGURUSAN OPERASI

BAB 2
Strategi Lokasi
Disediakan oleh; C. Brashella Madilious

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Outline
KEPENTINGAN LOKASI
FAKTOR YANG MEMPENGARUHI
KEPUTUSAN LOKASI
Produktiviti pekerja
Kadar Pertukaran dan risiko mata wang
Kos
Tingkah Laku
Hampir dengan Pasaran
Hampir dengan Pembekal
Hampir dengan Pesaing (Clustering)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Outline – samb..
KAEDAH PENILAIAN ALTERNATIF
LOKASI
The Factor-Rating Method
Location Break-Even Analysis
Center-of-Gravity Method
The Transportation Method
STRATEGI LOKASI PERKHIDMATAN
How Hotel Chains Select Sites
The Telemarketing Industry
Geographic Information Systems

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Objektif pembelajaran
Selepas menghabiskan bab ini, anda boleh:
Kenalpasti atau takrifkan:
 Objektif strategi lokasi
 Isu-isu lokasi antarabangsa
 Clustering
 Geographic Information Systems

Terangkan atau jelaskan:

 Tiga kaedah menyelesaikan masalah lokasi
 Factor-rating method
 Locational breakeven analysis
 Center -of-gravity method
 terangkan faktor yang mempengaruhi keputusan
lokasi

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Federal Express
Kelebihan :
Membolehkan perkhidmatan kepada banyak
lokasi dengan kapal yang sikit
Membolehkan pemadanan kapal dengan
muatan
Mengurangkan kesilapan pengendalian dan
tangguhan transit disebabkan kawalan penuh
bungkusan dari tempat pemungutan dan
penghantaran

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Keputusan Lokasi Industri

Fokus Kos
 Lokasi merupakan faktor kos
 Affects shipping &
production costs (e.g., labor)
 Costs vary greatly between
locations
© 1995 Corel Corp.

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Keputusan Lokasi Perkhidmatan
Fokus Keuntungan
 Lokasi merupakan faktor keuntungan
 Affects amount of
customer contact
 Affects volume of
business

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Secara amnya- Keputusan Lokasi
 Keputusan jangka masa panjang
 Sukar ditarikbalik
 Mempengaruhi kos berubah & tetap
 Transportation cost
As much as 25% of product price
 Other costs: Taxes, wages, rent etc.
Objektif: Memaksimumkan faedah lokasi kepada firma

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Rangkaian Keputusan Lokasi
Daerah/komuniti
Negara

Tapak
© 1995
Corel Corp. © 1995 Corel Corp.

© 1995
Corel Corp.

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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Faktor Mempengaruhi Keputusan Lokasi

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Faktor Yang Mempengaruhi Keputusan
Lokasi
Produktiviti pekerja
Kadar Pertukaran dan risiko mata wang
Kos
Tingkah Laku
Hampir dengan Pasaran
Hampir dengan Pembekal
Hampir dengan Pesaing (Clustering)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Kaedah Pengukuran Lokasi

 Factor-rating method
 Locational break-even
analysis
 Center of gravity method
 Transportation model

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Faktor Mempengaruhi Pemilihan Lokasi
Kos buruh (including wages, unionization,
productivity)
Kesediaan buruh (including attitudes, age,
distribution, and skills)
Berhampiran dengan bahan mentah dan pembekal
Berhampiran dengan pasaran
Polisi kewangan kerajaan (including incentives, taxes,
unemployment compensation)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Faktor Mempengaruhi Pemilihan Lokasi
– samb…
Peraturan persekitaran
Utiliti (including gas, electric, water, and
their costs)
Kos tapak (including land, expansion,
parking, drainage)
Kesediaan pengangkutan (including rail, air,
water, and interstate roads)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Faktor Mempengaruhi Pemilihan Lokasi
– samb…
 Isu-isu kualiti hidup dalam komuniti (including all levels of education,
cost of living, health care, sports, cultural activities, transportation,
housing, entertainment, religious facilities)
 Pertukaran asing termasuklah kadar dan kestabilan
 Kualiti kerajaan (including stability, honesty, attitudes toward new
business - whether overseas or local)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Langkah-langkah
Kaedah Factor Rating
 Senaraikan faktor yang relevan
 Berikan pemberat kepada setiap faktor (such as 0 –
1)
 Bangunkan skala setiap faktor (such as 1 – 100)
 Skor setiap lokasi menggunakan faktor skala
 Darabkan skor dengan pemberat untuk setiap faktor
& jumlahkan
 Pilih lokasi dengan jumlah skor maksimum

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 Kaedah Factor-Rating
 Teknik lokasi yang banyak digunakan
 Berguna untuk lokasi perkhidmatan &
industri
 Kadar lokasi menggunakan faktor
 Tangible (quantitative) factors
Example: Short-run & long-run costs
 Intangible (qualitative) factors
Example: Education quality, labor skills

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Locational Break-Even Analysis
 Kaedah analisis kos-kuantiti digunakan untuk
pemilihan lokasi industri
 Langkah-langkah
 Menentukan kos tetap & berubah untuk setiap lokasi
 Plotkan jumlah kos untuk setiap lokasi (Cost on vertical axis,
Annual Volume on horizontal axis)
 Pemilihan lokasi dengan jumlah kos terendah untuk jangkaan
kuantiti pengeluaran
 Must be above break-even

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Kaedah Center of Gravity
 Cari lokasi bagi single distribution center yang
memberi perkhidmatan kepada beberapa destinasi
 Digunakan dalam perkhidmatan
 Pertimbangan
 Lokasi bagi destinasi yang wujud
 Jumlah yang perlu dihantar
 Jarak penghantaran (kos)

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Transportation Model
 Hitungkan jumlah yang perlu dihantar dari
beberapa sumber kepada beberapa destinasi
 Digunakan bagi lokasi perindustrian
 Sejenis linear programming model
 Objective: Minimize total production
& shipping costs
 Constraints
 Production capacity at source (factory)
 Demand requirement at destination

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Worldwide Distribution of
Volkswagens and Parts

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Components of Volume and
Revenue for a Service Firm
1. Purchasing power of customer drawing area
2. Service and image compatibility with demographics of the
customer drawing area
3. Competition in the area
4. Quality of the competition
5. Uniqueness of the firm’s and competitor’s locations
6. Physical qualities of facilities and neighboring businesses
7. Operating policies of the firm
8. Quality of management

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Location Strategies – Service vs. Industrial
Service/Retail/Professional Goods-Producing Location
Revenue Focus Cost Focus
 Tangible costs
 Volume/revenue  Transportation cost of raw
 Drawing area, purchasing materials
power  Shipment cost of finished goods
 Competition;  Energy and utility cost; labor;
advertising/pricing raw material; taxes, etc.
 Physical quality  Intangible and future costs
 Parking/access; security/  Attitude toward union
lighting; appearance/image  Quality of life
 Cost determinants  Education expenditures by state
 Rent  Quality of state and local
government
 Management caliber
 Operations policies (hours,
wage rates)
© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.
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 Location Strategies –Service vs. Industrial
Service/Retail/Professional Techniques Goods Producing Location
 Regression models to determine Techniques
importance of various factors  Linear Programming
 Factor-rating method (Transportation method)
 Traffic counts  Factor-rating method
 Demographic analysis of drawing
area  Locational breakeven
 Purchasing power analysis of analysis
drawing area  Crossover charts
 Center of gravity method
 Geographic information systems

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Location Strategies –Service vs. Industrial
Service/Retail/Professional Goods-Producing Location
Assumptions Assumptions
 Location is a major  Location is a major
determinate of revenue determinate of cost
 Most major costs can be
 High customer-contact issues identified explicitly for
are critical each site
 Costs are relatively constant  Low customer contact
for a given area; therefore, the allows focus on identifiable
costs
revenue function is critical  Intangible costs can be
evaluated

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Major Methods of Solving Location
Problems
 Weighted methods which:
 Assign weights and points to various factors
 Determine tangible costs
 Investigate intangible costs
 Center of Gravity Method
 Find best distribution center location
 Location breakeven methods
 Special case of breakeven analysis
 Transportation method
 A specialized linear programming method

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Telemarketing and Internet
Industries
Memerlukan kontek secara bersemuka dengan
pelanggan (atau pekerja)
Memperkenalkan perspektif baru terhadap masalah
lokasi

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 Geographic Information Systems
Peralatan baru untuk membantu dalam analisis lokasi
Membolehkan kombinasi bagi banyak faktor/had

© 2004 by Prentice Hall, Inc., Upper Saddle River, N.J.

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 Sekian

Terima kasih

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