Operations Management
HRM-306
Chapter-02
Q. 01 Operation Strategy
Themeans
mean by
operations
implements
firmcorporate
corporate
The
bywhich
whichhow
operations
implements
thethe
firm's
strategyand
and helps
help totobuild
firm
is is
called
operations
strategy
buildaacustomer
customerdriven
driven
firm
called
operations
strategy.
strategy.
Operations strategy links long-term and short-term operations
decisions to strategy
corporatelinks
strategy
and develop
the capabilities
the firm
Operations
long-term
and short-term
operations
need to betocompetitive.
decisions
corporate strategy and develops the capabilities the firm
needs to be competitive.
Q. 02: Developing a customer driven operation strategy
.Corporate strategy
Market analysis
Competitive
priorities
No
New service/
product
Development
yes
Operation Strategy
Performance
Gap
Competitive capabilities
 Corporate strategy
1. Environmental Scanning
2. Core Competencies
•
•
•
•
Work force
Facilities
Market and financial know-How
Systems and technology
3. Core Process
•
•
•
•
Customer relationship
New product/ service development
Order fulfillment
Supplier relationship
4. Global Strategy
• Strategic Alliances
• Locating Abroad
5. Flexibility of the environment
Your strategy is to be enough flexible to cope with the changeable environment.
• Scenario Building
• Reality check
• Communication
• Hire
• Shortaining
Shortening the budget cycle.
 Market Analysis:
1. Market segmentation
2. Need assessment
a)
b)
c)
d)
Service or product need
Delivery system needs
Volume needs
Others need (reputation, technical support)
3. Targeting
Target Market
& Positioning
 Competitive priorities and capabilities:
Cost
1. Low-cost operations
Quality
Time
2. Top Quality
3. Consistency quality
4. Delivery speed
5. On-time delivery
6. Development speed
Flexibility
7. Customization
8. Variety
9. Volume flexibility
New product and service
 New product and service Development:
Development:
Development
Strategy:
Development
Strategy:
1. Product variety
2. Design
3. Innovation
4. Service
5. Leader
6. Middle of the road
7. Laggard
Service & Product Definition:
Service
Service
Package:
Package
1.
2.
3.
4.
Supporting facility
Facilitating goods
Explicit service
Implicit service
 Development Process:
.
Design
Service or
product not
profitable
Analysis
Need to rethink
the new offering
or production
process
Development
Post launch
review
Full launch
 Quality function deployment:
Quality function deployment:
GFD is a means of translating customer requirements into the appropriate technical requirements for product and service development.
1. Voice of customer
Engineering uses the data to focus on significant service or product design feature.
2. Competitive analysis
Marketing uses the information to set marketing strategies.
3. Voice of the engineer
Operations uses the information to identify the processes that are crucial to improving quality as perceived by the customer.
4.encourages
Correlation
GFD
interfunctional communication for the purpose of improving the quality of services and products.
5. Technical comparison
Quality Function Deployment seeks to answer the following questions:
6.of customer:
Trade-offs
Voice
What do our customers need or want?
GFD approach provides a way to set targets and debate their effects on quality.
Competitive analysis: How well are we doing compared to our competition?
Voice of the engineer: What technical measures relate to our customers' needs?
Correlations: What are the relationships between the voice of the customer and the voice of the engineer?
Technical Comparison: How do our products' technical features compare to our competition?
Trade-offs: What are the technical trade-offs.
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THANKS EVERYONE