การจัดการการผลิตและการดำเนินงาน Production/Operation Management บทที่ 2 กลยุทธ์การดำเนินงาน เพื่อการได้เปรียบในการแข่งขัน

Outline การกำหนดภารกิจ และกลยุทธ์ การได้เปรียบในการแข่งขันโดยใช้การผลิตและการดำเนินงาน หลัก 10 ประการของOM ในการกำหนดกลยุทธ์ กลยุทธ์การผลิตและการดำเนินงาน การพัฒนาและการปฏิบัติตามกลยุทธ์

วัตุประสงค์ในการศึกษา สามารถกำหนด: Mission Strategy Ten Decisions of OM Explain: Differentiation Low cost Response

Mission/Strategy Mission - where you are going Strategy - how you are going to get there

Mission Organization’s purpose for being Provides boundaries & focus Answers ‘How can we satisfy people’s needs?’ Expressed in mission statement

ปัจจัยที่ผลกระทบต่อการกำหนดภารกิจ Factors Affecting Mission Philosophy & Values Profitability & Growth Environment Customers Public Image Benefit to Society

กระบวนการกลยุทธ์ Strategy Process Environmental Analysis Company Mission Business Strategy SWOT Analysis Functional Area Strategies Marketing Decisions Operations Decisions Fin./Acct. Decisions

การได้เปรียบในการแข่งขันCompetitive Advantage Through: การสร้างความแตกต่าง Differentiation ต้นทุนต่ำ Low cost การตอบสนอง Response

การสร้างข้อได้เปรียบจากความแตกต่าง Competing on Differentiation Uniqueness - can go beyond both the physical characteristics and service attributes to encompass everything that impacts customer’s perception of value

การสร้างข้อได้เปรียบจากต้นทุน Competing on Cost Maximum value as defined by customer Does not imply low value or low quality

การสร้างข้อได้เปรียบจากการตอบสนองของลูกค้า Competing on Response Flexible Reliable Quick Requires institutionalization within firm of ability to respond

กลยุทธ์ Strategy Action plan to achieve mission Shows how mission will be achieved Company has a business strategy Functional areas have strategies

10 หลัก OM Quality Goods & service design Process & capacity design Location selection Layout design Human resource and job design Supply-chain management Inventory Scheduling Maintenance

Characteristics of High ROI Firms (PIMS) High quality product High capacity utilization High operating effectiveness Low investment intensity Low direct cost per unit

Sources of Strategic Advantage 28% - Operations Management 18% - Marketing and Distribution 17% - Momentum/Name Recognition 16% - Quality/service 14% - Good Management 4% - Financial Resources 3% - Other

Preconditions - To Implement a Strategy One must understand: Strengths & weaknesses of competitors and new entrants into the market Current and prospective environmental, legal, and economic issues The notion of product life cycle Resources available with the firm and within the OM function

Impetus for Strategy Change Changes in the organization Stages in the product life cycle Changes in the environment

Strategy & Issues During Product Life Introduction Best period to increase market share R&D engineering are critical Product design and development are critical Frequent product and process design changes Over-capacity Short production runs High skilled-labor content High production costs Limited number of models Utmost attentions to quality Quick elimination of market-revealed design defects Company Strategy & Issues P/OM Strategy & Issues

Strategy & Issues During Product Life Growth Company Strategy & Issues P/OM Strategy Practical to change prices or quality image Marketing is critical Strengthen niche Forecasting is critical Product and process reliability Competitive product improvements and options Shift toward product oriented Enhance distribution

Strategy & Issues During Product Life Maturity Company Strategy & Issues P/OM Strategy Poor time to increase market share Competitive costs become critical Poor time to change price, image, or quality Defend position via fresh promotional and distribution approaches Standardization Less rapid product changes and more minor annual model changes Optimum capacity Increasing stability of manufacturing process Lower labor skills Long production runs Attention to product improvement and cost cutting Re-examination of necessity of design compromises

Strategy & Issues During Product Life Decline Company Strategy & Issues P/OM Strategy Cost control critical to market share Little product differentiation Cost minimization Overcapacity in the industry Prune line to eliminate items not returning Good margin Reduce capacity

SWOT Analysis Process Determine Corporate Mission Form a Strategy Environmental Analysis Determine Corporate Mission Form a Strategy

SWOT Analysis to Strategy Formulation Mission Internal External S trengths O pportunities Strategy Internal External W eaknesse T hreats Competitive Advantage