Operation Management/Administración de Operaciones
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Universidad del Turabo
MANA 705 DL - Workshop Two
Topic: Operation Strategy/Design of goods and services
Introduction
The content of operations strategy is concerned with the specific decisions which
shape and develop the long-term direction of an operation. Think of content as the
building blocks of an operations strategy. The process of operations strategy refers
to the procedures which are used to formulate the operations strategies and the
way we go about devising these strategies. Think of operations strategy content as
what the organization is deciding to do and think of process as how the organization
has made that decision.
Learning Objectives
At the end of the week, you will be able to:

Develop a mission statement and strategy

Identify and explain three strategic approaches to competitive advantage

Identify and define the 10 decisions of operation management

Understand the significance of key success factors and core competencies

Identify and explain four global operation strategy options

Understand product life cycle

Describe product development system

Describe how time-based competition is implemented

Understand how products and services are defined

Apply decision trees to product issues

Describe customer participation in the design and production of services
Language Objectives

Demonstrate skills in comprehension, vocabulary, pronunciation, and use
of English language, through the presentation of oral arguments.

Application and proper use of grammar, essay writing, and case analysis.
© Ana G. Méndez University System, 2012. All rights reserved.
Operation Management/Administración de Operaciones
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Oral Communication-Relate orally, with consistency and appropriate
sequencing of activities.

Read – Summarize the main idea of a variety of assigned reading, using
correct grammar and spelling in English.

Writing - Develop appropriate writing skills and vocabulary consistent with
the subject written.
--------------------------------------------------------------------------------Content
2.1 Competitive Advantage
Competitive Advantage implies the creation of a system that has a unique
advantage over competitors. The manager achieves a competitive advantage via
differentiation, low cost, and response.
2.2 Globalization
Globalization is a process of interaction and integration among the people,
companies, and governments of different nations, a process driven by international
trade and investment and aided by information technology. This process has effects
on the environment, culture, political systems, economic development and
prosperity, and on human physical well-being in societies around the world.
Global operations present an increase in both the challenges and opportunities for
the operation manager.
2.3 Definition of Business
An economic system in which goods and services are exchanged or paid for , based
on their perceived worth. Every business requires some form of investment and a
sufficient number of customers to whom its output can be sold at a profit, on a
consistent basis.
2.4 Mission Statement / Vision
An effective operation management effort must have a mission statement so it
knows where it is going and a strategy so it knows how to get there. The mission
statement describes the rationale for the organization’s existence.
© Ana G. Méndez University System, 2012. All rights reserved.
Operation Management/Administración de Operaciones
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2.5 Selection of Goods and Services
A world of options exists in the selection, definition, and design of products. Product
selection is choosing the goods or service to provide the customer or client. Product
decisions are fundamental to an organization’s strategy and have major
implications throughout the operation function.
2.6 Product Life Cycle
A new product progresses through a sequence of stages from introduction to
growth, maturity, and decline. This sequence is known as the product life cycle
and is associated with changes in the market, thus impacting the marketing
strategy and marketing mix.
2.7 Product Development
The creation of products with new or different characteristics that offer new or
additional benefits to the customer. Product development may involve modification
of an existing product or its presentation, or formulation of an entirely new product
that satisfies a newly defined customer want or market niche.
2.8 Product Definition
Once a new product or service is selected for introduction, it must be defined. First,
a product or service is defined in terms of its functions, that is, what will it do or
provide the consumer.
The product is then designed, and determinations are made about how the
functions are to be achieved.
2.9 Designing Services
Designing services are challenging because they often have unique characteristics.
One reason productivity improvements in services can be low is because both
design and delivery of service product include customer interaction.
© Ana G. Méndez University System, 2012. All rights reserved.
Operation Management/Administración de Operaciones
Click on the “presentation” link below to see and hear
MANA705DL_W2_2_9 Operation Strategy/Design of goods and
services
Click the link below to access
MANA705DL_W2_2_9_Narrative (MS Word Documents)
Forum for Doubts:
If you have any questions, access
Comunicación/Communication link, and press
Workshop Two: Doubts and Questions where we can discuss
any doubts.
To participate, click on the forum title.
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© Ana G. Méndez University System, 2012. All rights reserved.
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Operation Management/Administración de Operaciones
Tasks/Activities: Workshop Two
Task 2.1 Prepare Oral Video
Instructions
1. You can watch a tutorial on how to make a video by accessing the e-lab link
on the course menu tab.
2. Visit several companies’ web sites.
3. For each company, locate the company mission statement.
4. Prepare a video explaining the strategy used by the company selected to
achieve its published mission.
5. The video should last no longer than 10 minutes.
6. Identify your video file as: T2.1.yourname.lastname.
7. The task must be delivered using the Tareas/Tasks link, press Workshop
Two. Access T2.1 Company Mission Video link.
8. Locate and study Appendix F - Rubric to Evaluate Video or PowerPoint
Presentation with audio Individual/Group in the course Syllabus.
Value: 20 points
------------------------------------------------------------------------------------Task 2.2 Case Analysis (written assignment)
Instructions
1. Appendix G- Case Study Grading Rubric will be used to evaluate this
task.
2. The student should access the case study section from Chapter 1 and select
case “Frito- Lay: Operations Management in Manufacturing”.
3. Answer the discussion question shown in the case study and prepare a
written summary with recommendations to resolve the question.
4. Use MS Word or a compatible program, and save it as
T2.2.yourname.lastname.
5. Submit by accessing the Tareas/Tasks tab and click on Workshop Two/
T2.2 Case Analysis link.
Value: 20 points
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Operation Management/Administración de Operaciones
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Task 2.3 Globalization (Oral Forum)
Instructions
Task 2.3 Globalization (Oral Forum) Instructions
1. Search on the Internet for any issue or news in reference to four global
operation strategy options,
2. Develop an oral message to explain four global operation strategy options
researched.
3. Compare at least two strategies of globalization and how they are applied in
the company you are working with.
Note: If in the company where you work does not use any of the operations
strategies of globalization; please provide recommendations to integrate
them.
4. Share your recorded message in the Voice Discussion Forum by clicking the
Tareas/Tasks tab, then click Workshop Two/T2.3 Globalization oral
forum.
5. React to at least two other messages posting for this assignment.
6. Locate and review Appendix E - Discussion Forum Rubric, in the course
syllabus.
Value: 10 points
-----------------------------------------------------------------------------------Task 2.4 Reflective Journal (written)
Instructions
1. Read, review, and use Appendix C and D in the course syllabus to complete
the following assignment.
2. Using MS Word or a compatible program, the student will describe their
experiences and lessons learned in Workshop 2.
a. Save the document as:
T2.4.yourname.lastname.
3. Submit the assessment through the Tareas/Tasks tab, and then click
Workshop Two/T2.4 Written Reflective Journal link.
Value: 10 points
© Ana G. Méndez University System, 2012. All rights reserved.
Operation Management/Administración de Operaciones
¡¡Congratulations, you have completed
Workshop Two!!
© Ana G. Méndez University System, 2012. All rights reserved.
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