运营管理C02OMStrategy(1)

1、Operations ManagementOperations Management运营管理运营管理Class TwoClass TwoOperations and Supply StrategyOperations and Supply StrategyInstructor: Wang, WenbinFeb 26th, 2013Learning ObjectivesLearning Objectives Know what is operations strategy. Understand the competitive dimensions of operations and supply strategy. Know what order winners and order qualifiers are.Class 1: Introduction to OM Overview of OM: OM as managing the transformation processClass 2: Operations StrategyWhere Are We?Where Are We?

2、What is OM?What is OM? Process ViewProcess View of Organizations of OrganizationsInputsOutputsGoodsServices(Raw materials, EnergyInformation, etc.) TransformationTransformationProcess转换过程What is OM?What is OM? Operations Management is the management (design, operation, and improvement) of the transformation processes (转换过程) that create value for society. How to structure the processes (流程) and manage resources to develop the appropriate capabilities to convert inputs to outputs. What is appropri

3、ate?Core capability Core capability (or competencies) are the skills that differentiate the service or manufacturing firm from its competitors (page16). Walmart vs. Convenient store the Legend of Sword and Fairy vs. Warcraft Chery vs. Shanghai Volkswagon Fedex/EMS vs. Post OfficeValue of Operations:Value of Operations:The Competitive EdgeThe Competitive Edge “A companys “operations” function is either a competitive weapon or a corporate millstone. It is seldom neutral.”-C. Wickham Skinner Not me

4、rely be a place to make a firms products or services. Operations should be fully connected to the business strategy (经营战略). Operations strategies (运营战略) and decisions should fulfill the needs of business and add competitive advantage to the firm.Operations StrategyOperations Strategy Operations and supply strategy is concerned with setting broad policies and plans for using the resources of a firm to best support its long-term competitive strategy.2-9McDonalds Operations StrategyMcDonalds Operat

5、ions Strategy Mission: fast product/service, consistent quality, low cost, clean/friendly environment Operations Objectives: cost, quality, service Strategic decisions: process, quality, capacity, inventory(to build up core capabilities, .e.g.) Distinctive Competence: today - continuous improvement of the transformation system, and brand (originally: unique service/supply chain)A global service firmOperations Operations StrategyStrategyFrameworkFramework MissionObjectives(cost, quality, flexibil

6、ity, delivery)Strategic Decisions (process, quality system, capacity, and inventory)DistinctiveCompetenceOperations StrategyFunctional strategies inmarketing, finance,engineering, human resources, andinformation systemsCorporate strategyOperations Strategy ExampleOperations Strategy ExampleExampleExampleStrategy ProcessStrategy ProcessCustomer NeedsCustomer NeedsCorporate StrategyCorporate StrategyOperations and Operations and Supply StrategySupply StrategyDecisions on ProcessesDecisions on Proc

7、esses and Infrastructure and InfrastructureMore ProductMore ProductIncrease Org. SizeIncrease Org. SizeIncrease Production CapacityIncrease Production CapacityBuild New FactoryBuild New FactoryCompetitive Competitive Dimensions (page 11)Dimensions (page 11)Cost or Price Make the Product or Deliver the Service CheapQuality Make a Great Product or Deliver a Great ServiceDelivery Speed Make the Product or Deliver the Service QuicklyDelivery Reliability Deliver It When PromisedCoping with Changes in

8、 Demand Change Its VolumeFlexibility and New Product Introduction Speed Change ItOther Product-Specific Criteria Support ItExamples of Important Strategic Decisions Examples of Important Strategic Decisions in Operations in Operations Order Winners and Order Order Winners and Order Qualifier Qualifier (page 14)(page 14) Order qualifiers (订单资格要素) are the basic criteria that permit the firms products to be considered as candidates for purchase by customers Order winners (订单赢得要素) are the criteria t

9、hat differentiates the products and services of one firm from another Order WinnersOrder Winners Price Quality Product Quality Customer Service Time Fast Service or Delivery Reliable Delivery Time Flexibility Variety of Product Volume Flexibility Requires “Capabilities” Operational Operational CapabilitiesCapabilitiesCompetitive Priorities and Competitive Priorities and Operational CapabilitiesOperational Capabilities Price Product Quality and Reliability Delivery Lead Times Flexibility: -Volume

10、-Product Mix Low Cost Process High Quality Process Fast Process Make-to-stock （备货型） Make-to-order（订单生产型） Large Capacity Flexible ProcessBusinessStrategyDesiredCapabilitiesProcessesResourcesOperationsStructurePrice/ Quality/ Time/ VarietyCompatible?Strategic Framework for Strategic Framework for OperationsOperations Case Studies of Good OMCase Studies of Good OM (1) Southwest Airlines(1) Southwest Airlines Mission Statement: “The mission of Southwest Airlines is dedication to the highest quality

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