Chap02 运营战略竞争.ppt

Chapter 2Operations Strategy and Competitiveness Operations Strategy Competitive Dimensions Order Qualifiers and Winners A Framework for Manufacturing Strategy Service Strategy Capacity Capabilities Productivity Measures Operations Strategy Competitive Dimensions Cost Product Quality and Reliability Delivery Speed Delivery Reliability Coping with Changes in Demand Flexibility and New Product Introduction Speed Other Product-Specific Criteria Dealing with Trade-offs Order Qualifiers and Winners Order qualifiers? They are the basic criteria that permit the firms products to be considered as candidates for purchase by customers. Order winners? They are the criteria that differentiates the products and services of one firm from another. Service Breakthroughs A brand name car can be an “order qualifier” Operations Strategy Framework Steps in Developing a Manufacturing Strategy 1. Segment the market according to the product group. 2. Identify product requirements, demand patterns, and profit margins of each group. 3. Determine order qualifiers and winners for each group. 4. Convert order winners into specific performance requirements. Service Strategy Capacity Capabilities Process-based Capacities that transforms material or information and provide advantages on dimensions of cost and quality. Systems-based Capacities that are broad-based involving the entire operating system and provide advantages of short lead times and customize on demand. Organization-based Capacities that are difficult to replicate and provide abilities to master new technologies. Total Measure Productivity Total measure Productivity = Outputs Inputs or = Goods and services produced All resources used Partial Measure Productivity Partial measures of productivity = Output or Output or Output or Output Labor Capital Materials Energy Multifactor Measure Productivit