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Tài liệu tiếng anh session 1 chapter 1 Using operations to compete, dành cho cao học.
!" #$ % & %'$( '$ )$*$'$ ! '$+* ! $)* ! , $$$ ! , ! ) ! -* ! + ! $)* ! .$$$ ! ! ,) ! -* / $ $ / )$ $ !"%$0*! $ Steel production Automobile fabrication Home remodeling Retail sales Auto Repair Appliance repair Maid Service Manual car wash Teaching Lawn mowing High percentage goods Low percentage service Goods-service Continuum Goods-service Continuum Low percentage goods High percentage service 1**)$ Automobile Computer Installed carpeting Fast-food meal Restaurant meal/auto repair Hospital care Advertising agency/ investment management Consulting service/ teaching Counseling Percent of Product that is a Good Percent of Product that is a Good Percent of Product that is a Service Percent of Product that is a Service 100% 100% 75 75 50 50 25 25 0 0 25 25 50 50 75 75 100% 100% | | | | | | | | | | | | | | | | | | Operations Teller Scheduling Check Clearing Collection Transaction processing Facilities design/layout Maintenance Security Finance Investments Security Real estate Accounting Auditing Marketing Loans Commercial Industrial Financial Personal Mortgage Trust Department Commercial Bank Operations Ground support equipment Maintenance Ground Operations Facility maintenance Catering Flight Operations Crew scheduling Flying Communications Dispatching Management science Finance/ accounting Accounting Payables Receivables General Ledger Finance Cash control International exchange Airline Marketing Traffic administration Reservations Schedules Tariffs (pricing) Sales Advertising [...]... it brings together 1 Volume 2 Product customization 3 Process characteristics Process choices include job, batch, line, and continuous flow processes Production and inventory strategies include make -to- order, assemble -to- order, and make -to- stock Product-Process Matrix Less customization and higher volume Less complexity, less divergence, and more line flows Process Characteristics (1) Customized... Development speed – Customization – Top quality Using Competitive Priorities At an airline • Order fulfillment – – – – – Low-cost operations Top quality Consistent quality On-time delivery Variety Using Competitive Priorities At an airline • Supplier relationship – – – – – Low-cost operations Consistent quality On-time delivery Variety Volume flexibility Operations Strategy OPERATIONS STRATEGY ASSESSMENT... Business -to- Consumer • Value differs from customer to customer Insert Exhibit 1. 6 A Process View More like a manufacturing process • • • • • • Physical, durable output Output can be inventoried Low customer contact Long response time Capital intensive Quality easily measured More like a service process • • • • • • Intangible, perishable output Output cannot be inventoried High customer contact Short response time... production of service or products quickly to handle large fluctuations in demand Processes must be designed for excess capacity The United States Postal Service (USPS) Relationship of Order Qualifiers to Competitive Priorities Relationship of Order Winners to Competitive Priorities Using Competitive Priorities At an airline • Customer relationship – – – – • Top quality Consistent quality Delivery speed... provides vital resources and inputs to the core processes Support Processes TABLE 1. 1 | EXAMPLES OF SUPPORT PROCESSES Capital acquisition The provision of financial resources for the organization to do its work and to execute its strategy Budgeting The process of deciding how funds will be allocated over a period of time Recruitment and hiring The acquisition of people to do the work of the organization... actually possesses and is able to deliver Order Winners and Qualifiers Order Winners Order Qualifiers The criterion customers use to differentiate the services or products of one firm from those of another The minimum level required from a set of criteria for a firm to do business in a particular market segment Examples COST Definition Process Considerations Example 1. Low-cost operations Delivering a service... should add value to the preceding activities; waste and unnecessary cost should be eliminated The Supply Chain View Supplier relationship process – A process to select the suppliers of services, materials, and information and facilitate the flow of these into the firm The Supply Chain View New service/product development – A process to design and develop new services or products from customer or market... Processes must be designed and operated to make them efficient Costco 2.Top quality Delivering an outstanding service or product May require a high level of customer contact and may require superior product features Rolex 3.Consistent quality Producing services or products that meet design specifications on a consistent basis Processes designed and monitored to reduce errors and prevent defects McDonald’s... filling a customer’s order Design processes to reduce lead time Dell 5.On-time delivery Meeting deliverytime promises Planning processes to increase percent of customer orders shipped when promised United Parcel Service (UPS) 6.Development speed Quickly introducing a new service or a product Cross-functional integration Zara and involvement of critical external suppliers Examples FLEXIBILITY 7.Customization... products from customer or market inputs The Supply Chain View Order fulfillment process – A process to produce and deliver services or products to the external customer The Supply Chain View Customer relationship process – A process that identifies, attracts and builds relationships with external customers and facilitates the placement of orders The Supply Chain View Support Processes - Processes . Service Percent of Product that is a Service 10 0% 10 0% 75 75 50 50 25 25 0 0 25 25 50 50 75 75 10 0% 10 0% | | | | | | | | | | | | | | | | | | Operations Teller Scheduling Check Clearing Collection Transaction. '$;'$/%$$+. $+2+* )*)$*$$ '$ TABLE 1. 1 | EXAMPLES OF SUPPORT PROCESSES Capital acquisition The provision of financial resources for the organization to do its work and to execute its strategy Budgeting. Department Commercial Bank Operations Ground support equipment Maintenance Ground Operations Facility maintenance Catering Flight Operations Crew scheduling Flying Communications