chap03.ppt.pptVIP

* ? Nigel Slack and Michael Lewis 2003 Performance objective A Performance objective B Operations Resources Market Requirements OPERATIONS STRATEGY Strategic Reconciliation ? Topics in operations strategy treated in this chapter Time, trade-offs and targeting PRODUCT/SERVICE TECHNOLOGY MARKETING OPERATIONS Where does the business get its competitive advantage? The “technological” specification of its product/service? The way it positions itself in its market? The way it produces its goods and services? OPERATIONS PRODUCT / SERVICE TECHNOLOGY MARKETING OPERATIONS PRODUCT / SERVICE TECHNOLOGY OPERATIONS MARKETING PRODUCT SERVICE TECHNOLOGY The contribution of each area will change over time MARKETING STRATEGIES OF VOLKSWAGENWERK 1920 - 1992 BEFORE 1948 FERDINAND PORSHE - ‘PEOPLES CAR’ 1920s GOVERNMENT SUPPORT 1934 - PLANT ON STREAM 1939 1939 WAR - PLANT TURNED TO PRODUCTION OF WAR VEHICLES 1948 NORDHOFF PUT IN CHARGE 1948 NORDHOFF TAKES HALF A STRATEGY - PEOPLES CAR ADDS EMHPASIS ON QUALITY, TECHNICAL, EXPORT, SERVICE STANDARDS 1949 - 1958 INTENDED STRATEGY REALIZED CAR IDEAL FOR POST WAR CONDITIONS RAPID EXPANSION IN VOLUME NO NEW MODELS (WORK ON NEW MODEL HALTED IN 1954) 1960 - 1964 1500 MODEL INTRODUCED SALES INCREASED BUT PROFITS SQUEEZED 1965 - 1975 PRESSURES OF COMPETITION BECOME SEVERE NEW STRATEGY FROM AUDI - FRONT WHEELED DRIVE, STYLISH, WATERCOOLED OTHER LINES DROPPED PRODUCTION RATIONALISED ON WORLD BASIS MARKETING EMPHASISED PERFORMANCE, RELIABILITY AND SERVICE 1976 - 1989 GOLF ESTABLISHED AS MARKET LEADER CONTINUED EMPHASIS ON TECHNICAL EXCELLENCE OLD DESIGNS PERIODICALLY FASHIONABLE MAIN EUROPEAN COMPETITOR SEEN AS FIAT SOME PRESSURE FROM JAPANESE MANUFACTURING 1959 INCREASED COMPETITION AND CHANGES IN TASTES RESPONSE - INCREASED ADVERTISING - DESIGN STARTED FOR 1500 ORIGINAL STRATEGY UNCHANGED IN ESSENTIALS 1990 - 1996 INCREASING PRESSSURE ON COSTS FROM JAPANESE