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KR: Chapter 2. Operations Strategy. Chapter Outline. Introduction. Corporate strategy environmental scanning core competencies core processes global strategies. Market analysis segmentation needs analysis. Competitive priorities cost quality time flexibility. New Service/

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KR: Chapter 2

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KR: Chapter 2

Operations Strategy


Chapter Outline

  • Introduction


  • Corporate strategy

  • environmental scanning

  • core competencies

  • core processes

  • global strategies

  • Market analysis

  • segmentation

  • needs analysis

  • Competitive priorities

  • cost

  • quality

  • time

  • flexibility

  • New Service/

  • Product Design

  • design

  • analysis

  • development

  • full launch

  • Functional area strategies

  • finance •operations

  • marketing •others

Competitive Priorities

  • Capabilities

  • current

  • needed

  • planned

Figure 2.1


Chapter Outline

  • Introduction

  • Corporate strategy

    • Core competencies

    • Core processes


Chapter Outline

  • Introduction

  • Corporate strategy

  • Competitive priorities


Cost

Quality

High-performance design

Consistent quality

Flexibility

Customization

Variety

Volume flexibility

Time

Fast delivery

On-time delivery

Development speed

Competitive Priorities


Speedster Innovators and Producers


As Time is Compressed, Prices Can Be Increased


Chapter Outline

  • Introduction

  • Corporate strategy

  • Competitive priorities

  • New service or product development


Development Strategies

Beyond low prices and good quality

  • Product variety

  • Design

  • Innovation

  • Service

  • Operation systems implications


Service Package

  • Supporting facilities

  • Facilitating goods

  • Explicit services

  • Implicit services


Design

  • Service or product not profitable

  • Development strategy

  • Idea generation and screening

  • Service package or product architecture formulation

  • Need to rethink the new offering or production processes

Analysis

Development

  • Detailed review of market feasibility

  • Prod/tech feasibility

  • Financial feasibility

  • Post-launch review

Full Launch

  • Detailed specifications

  • Process design

  • Marketing program design

  • Personnel training

  • Testing and pilot runs

  • Market promotions

  • Sales personnel briefed

  • Distribution processes activated

  • Old services or products withdrawn

  • Production of new offering and ramp-up

New Service or Product Development Process

Figure 2.2


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