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Chapter 1
Role of Operations
Management
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Operations management is the core o a business and it is this aspect that makes it such an exciting subject to study. Operations management is concerned with those business activities that plan, schedule and control the business inputs that are transormed into finished goods and services. Operations management is all about managing customer satisaction. It is the aspect o the business concerned with meeting customer needs.
KNOWING WHAT CUSTOMERS WANT Competing business 1
Competing business 2
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flexibility
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t n e m e g a n a M s n o i t a r e p O f o e ypically the strategy l o R follows the steps
Literacy Develop
‘Operations’ comes from the Latin word ‘operari’ and means work. The word operations has a number of meanings apart from this very specific business meaning. Find another meaning and illustrate it in a sketch or a sentence.
Strategic role of operations Correct the worst problems management outlined below:
1
2 Be as good as competitors Te strategic role o operations management is to allocate resources in such a way that it 3 Be the best in the industry 4 Redefine the industry’s
expectations
to achieve the business’s goals in a dynamic and ofen turbulent environment. Te key a strategy is that the managers o a business are tr ying to achieve business goals in an env where competitors are trying to beat them and the managers o the business have no con over the actions o competitors and other actors in the external environment.
4
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Case St
Using an Australian business to explain the strategic role of operat Download With Free Trial management: Kmart
When Guy Russo was appointed CEO of Kmart, his first challenge was to co the worst problems the ailing retailer was experiencing. The most immediat challenge was to refurbish the stores so that they were clean and tidy, the d Read Free Foron 30 Days was attractive and appropriate, the stock on the shelves was in good condit Sign up to vote this title and employees were always courteous, friendly and helpful. Big W had alrea Useful Not useful Cancel anytime. achieved these things and this was the main reason customers were attract Special offer for students: Only $4.99/month. Big W. Russo quickly corrected the worst problems and set about being as g
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possible levels of customer service. The training videos encourage staff to go beyond ‘courteous, friendly, and helpful’ and actively deliver customer service. This requires staff doing tasks such as shelf filling and organisation, for example, to stop what they are doing when they see a customer who appears to need help; they are to approach the customer and offer to help. The employee will then take the customer to the area they are looking for and help them choose the good that would best meet their need by pointing out some of the key benefits of a particular product. Another key strategy in being best in the industry is to improve the predictability of opening hours. If you go past a Big W store just before opening hours, you will often see a significant number of customers waiting while the employees prepare the store for opening. Many Big W customers wait for up to half an hour in the entrance. Kmart is now open 24 hours a day. This aspect of operations management enables customers to minimise the time for the total transaction of parking, entering the store, making their purchase and returning to the car. Kmart is rapidly emerging as an industry leader. The fourth step in the typical operations management strategy is to redefine the industry’s expectations. This means that customers receive customer service levels, value for money goods, availability and range of goods and an overall You're Reading Preview Kmart are striving shopping experience that is well beyond what they aexpected. for the sort of thing Walmart provides in the areas of costs and prices and range of Unlock full access with a free trial. products – no competitor can match them. Download With Free Trial
Master your semester with Scribd THINK, INK, PAIR , SHARE Read Free Foron 30this Days Sign up to vote title What are some specific examples of resources you think Russo might have & The New York Times Useful Not useful Cancel anytime.
allocated correct the worst problems when he took over the management of Special offer for students:to Only $4.99/month. the business? What sort of things needs to be done to ensure Kmart will be the
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t n e m e g a n a M s n o i t a r e p O f o e Michael Porter (born l o R1947) is a professor at Harvard Business School in Boston.
Te strategic role o operations management is firstly to implement the business strategy Te operations unction has the task o manuacturing the good or delivering the ser is also important or the operations manager to ully understand the strategic business p (what the business is trying to achieve in a dynamic, competitive environment), suppor business strategy and contribute to the decision-making process. Tis may seem obviou ofen the operations unction is simply given the task o implementing the strategy with consultation.
How do you do this? Tere are two key strategies concerned with improving the compet position o the business. Te strategies are cost leadership and good/ser vice differentiat concepts were developed in the 1980s by Michael Porter and were described in his land book, Competitive Strategy: echniques for Analysing Industries and Competitors .
Originally graduating with a degree in Aerospace and
Cost leadership
Mechanical Engineering
Cost leadership is a strategy that aims to create a competitive advantage by having the lo o manuacturing the good or delivering the service in the industry. A competitive adva is the ability to do something the customer regards as important, better than your comp Te goal o a cost-leadership strategy is to be the best business in the industry by havin lowest cost o operations in the industry.
in 1969, he is a leading authority on company strategy and competition
6
between businesses
and geographic regions/ nations. More recently he
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has applied his research
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to understanding and
Case S
addressing the problems of delivering health care in the USA and the renewal of depressed urban communities. Porter is the
Download With Free Trial Using a global business to illustrate cost leadership in a tertiary business: Walmart
Walmart is the largest retailer in the world. In the year ended January 2010 Walmart sold goods and services to customers to a value of US$408 billion. Read Free For 30this SignAll up to vote on title discount s business made a net profit of US$14.3 billion. this from aDays small Useful Not useful Sam Walton started on July 2, 1962. Cancel anytime.
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Sam Walton decided it would be better to make a $2 profit on each of a spe
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Walma
Shopp Sam Walton also realised that, if he could get goods from the manufacturers at Nannin the lowest possible prices and cut the operating expenses in his stores, he could Read Free Foron 30this Days Sign up to vote title make life very difficult for his competitors - Sears Roebuck and Company, Woolco Useful Not useful and Kmart. Cancel anytime.
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Unlike his competitors, Sam Walton always shared the lower prices he received
With v
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as bar coding, radio frequency identification and vendor-managed inventory automate the supply chain. Walmart and their main suppliers have interconn accounting systems. Ordering, purchasing and payment all happen automat Increasingly this is also happening with smaller suppliers.
Radio frequency identification involves a radio frequency transponder on all pallets of goods suppliers send to a Walmart store. It tracks the pallet, advises Walmart staff of the shelves where the inventory will be displayed an automatically pays the supplier.
Walmart is very effectively using a cost-leadership strategy to sustain its stro growth. Walmart offers its customers relatively standardised products with minimum level of differentiation at the lowest competitive price. When busi like Walmart successfully implement cost-leadership strategies, the custom receive ‘value for money’. Walmart is redefining the retail industry’s expectat
8
THINK, INK, PAIR , S
You're Reading a Preview Which Australian retailers use the phrases ‘value for money’ and ‘every day l prices’ in their store advertising? Do you think Unlock full access with a free trial.there are dangers in a busines such as Walmart being so efficient that no other business can compete with Try and put Sam Walton’s basic philosophy into your own words. Do you th Download With Free Trial manager’s of Kmart Australia are trying to implement a cost-leadership strat Discuss all these ideas with your learning partner.
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HOMETH
Research the dynamic history and operations of Walmart. Construct a 6-poi
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Again, it is important to understand that several businesses are competing to sell you the standardised product. In our previous example it is not just Kmart, but also Big W, arget and indeed businesses like Myer, all competing to sell you the handbag. I Kmart is going to be successul in implementing a cost-leadership strategy, the managers will have to build a highly efficient, large-scale supply chain. Remember it is this aspect that Walmart was able to do so well – sell a lot at small profits with very low costs. However, there are other key requirements in implementing a successul cost-leadership strategy. It is crucial that management has very tight control over manuacturing, supply and overheads costs. Overhead costs are the expenses that are necessary to the on-going unctioning o the business. Tey include costs such as rent, advertising, wages, research and development, and so on. In other words, successully implementing the cost-leadership strategy requires the costs o making the sales to be minimised.
Case Study
Using an Australian business to illustrate the concept of cost leadership: Kmart You're Reading a Preview The remarkable turn around in Kmart’s performance since the appointment of Unlock fullimplementation access with a free trial. Guy Russo as CEO is due to the successful of a cost-leadership strategy. In the year ending June 2009 Kmart’s profitability increased by 105% Download Trial and was followed by a further improvement ofWith 93% Free in 2010.
Tere i
double
slogan
The strategy is based on pricing goods to generate sales. The reason for this is to Te wo lower costs by taking advantage of economies of scale. Economies of scale are to the p cost savings that result from size. Kmart receives better prices from their suppliers of the s because they are buying so much. Kmart is using nationalRead advertising to drive the to the m Free Foron 30this Days Sign up to vote title increase in sales based on ‘value for money’, with the advertising slogans: ‘Look back w Useful Not useful Cancel anytime. what you can get for $10’ and ‘Change you can see’!
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Kmart management has also reduced overhead costs by implementing effe training programs to improve employee efficiency and effectiveness. The co of each Kmart store is a small, but highly trained, sales staff who have the go the highest levels of customer service. Casual employees provide the flexibi needed to adapt to the business cycle and the yearly fluctuations in retail spending. Kmart has developed consistent policies to reduce the turnover c associated with highly trained employees leaving and, consequently, the ne train new people. Training sales staff is expensive. The KMart cost-leadership strategy is based on the following: •
increasing the volume of sales by generating more sales to take advantage economies of scale
•
reducing costs in inbound logistics which is a major source of costs
•
reducing overhead costs.
So far Guy Russo has been remarkably successful, but there is little doubt hi competitors are also striving to be the winner. 10
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THINK, INK, PAIR , S
Download With Free Trial Who are Kmart’s competitors? What have been your experiences of shoppin these competing stores? How are they similar or different? Jot down your id and discuss them with your learning partner.
Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title Businesses that succeed with a cost-leadership strategy must have access to a great deal & The New York Times Useful Not useful Cancel anytime.
Tis is because highly efficient manuacturing acilities with high levels o the la Special offer for students: Onlycapital. $4.99/month.
technology can provide an effective barrier to entry to competitors. Capital can also be u
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A typical example o the good/service differentiation strategy is the Apple iPod. At the time o the iPod’s introduction, most competitors were pursuing a cost-leadership strategy and the prices o mp4 players were alling rapidly as manuacturers incorporated a raf o cost-saving strategies. Apple incorporated attributes such as a cool design and intuitive technology. Te strategy was responsible or Apple’s spectacular growth during the early 2000s. Apple’s success demonstrates the importance o highly skilled and creative product development teams in pursuing a good/service differentiation strategy. Jonathan Ive, the head designer or all Apple products, understands ‘cool’ and has been able to give the ‘cool’ attribute to the iPods, iPhones and iPads that are the reason or Apple’s rapid growth. Customers are prepared to pay or ‘cool’ and many are fiercely loyal to Apple. Te customer loyalty that typically ollows a successul good/ser vice differentiation You're Reading a Preview strategy is an important barrier to entry. Unlock full access with a free It is difficult or competitors to copy because the customer loyalty istrial. typically to the brand rather than the product. Most mp4 players now have the attributes that first attracted customers to the With Free that Trialmakes it difficult or rival iPod, but customers still purchase the iPod.Download It is the brand loyalty firms to attract customers. Another important aspect o the good/service differentiation relates to cost increases rom suppliers or component part manuacturers. Cost increases rom suppliers can be o great concern where a business is pursuing a cost-leadership strategy, but when thevote product has Read Free For 30this Days Sign up to on titlebeen successully differentiated the business is more likely to be able to passUseful the cost increase on to Not useful Cancel anytime. customers. Te business is also able to resist the demands rom large buyers to lower prices Special offer for students: Only $4.99/month. because that buyer has no real alternative. Have you noticed that, when electrical goods retailers
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Literacy Developm
Obviously ‘differentiation’ comes from the word different . Brainstorm examp with your family of how differentiation impacts on your daily life, such as fru vehicles, and television channels.
Goods and/or services in different industries
Because operations management is all about manuacturing goods and delivering ser be helpul at the outset to broaden our understanding o the nature o goods and service Is this pineapple a good or a service?
12
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O course most o you would immediately answer that it is a good. But did you know that when pineapples were first introduced into Europe in the seventeenth century, they were such a status symbol that poorer middle-class amilies would hire a pineapple to impress visitors when they entertained? Te pineapple was returned to its owner when the visitors lef. In this case is the pineapple a good or a service?
THINK, INK, PAIR , SHARE Work with your learning partner to decide if each of the following scenarios is about making a good or delivering a service: 1. The employee is attaching a wheel to a new Toyota Prius at the Toyota assembly plant in Japan. 2. The employee is attaching a wheel to a new Toyota Prius at the 20 000 kilometre assistance to customer at the distributers’ outlet. 3. The parents of a new baby purchase Huggies disposable nappies from a supermarket. Are the disposable nappies a good or a service? 4. The parents of a new baby pay aYou're weeklyReading chargeatoPreview have cotton nappies laundered. Are they buying a good or a service? Unlock full access with a free trial.
5. The manufacturers of a brand of motorcars purchase cans of paint to paint the finished vehicle. Download With Free Trial 6. The manufacturers of a brand of motorcars outsource the painting of the motorcars to the paint manufacturer Dulux, to paint each car for a fee.
Master your semester with Scribd Read Free Foron 30this Days Sign up to vote title Another way to look at the difference between a good and a service is by placing the product & TheonNew York Times Useful Not useful a scale that sees the difference as a continuum. Would you agree with the placing o these Special offer for students: Only $4.99/month.
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Discuss with your learning partner the placement of each of the products o continuum between a service and a good. Identify any products you consid wrongly placed and explain why. Try and think up another couple of produc the middle and test them out on your learning partner.
Different industries provide very different goods and ser vices. Kmart, or example, is ty o the retail industry. Kmart provides a service that could be called a ‘shopping experien Customers have expectations about the service they are purchasing. Tey expect the pro they are purchasing to be in good condition, the surroundings to be clean and pleasant - most importantly - a high level o customer service. In addition, they expect goods available when they want them and to have access to the shops when they want to shop.
14
Railcorp also provides a service and is typical o an industry that involves the movemen people. When customers purchase a t go rom one destination to another, th have a set o expectations about the se You're Reading a Preview they are purchasing. Tey expect the t Unlock full access with a free be trial. clean and a reasonable degree o cu service but, most o all, they expect th Download With Free Trial to be reliable and run to the timetable also expect the timetable to make t available when they want to travel.
Master your semester with Scribd Te Ford Motor Company provides a product. Te Ford actory is30typical Read Free Foron Days Sign up to vote this titleo goods and produced in the manuacturing industry. Te & The New York Times Useful Not useful Special offer for students: Only $4.99/month.
Cancel anytime. good component, the car, and a service comp the afer sales aspects o maintenance and war
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THINK, INK, PAIR , SHARE What goods or services are produced in the banking industry? What are customer expectations for these goods or services? What other businesses are typical of the goods or services provided by this industry? Jot down your ideas and discuss them with your learning partner.
Interdependence with other key business functions Businesses create goods and services in a process called production. Operations management reers to the activities that transorm inputs (raw materials, component parts, labour and so on) into outputs o goods and ser vices. All businesses do this. Sometimes adding value to inputs to create a service is not so obvious. Te reason a business exists is to produce goods and ser vices. However, just creating the product or service is not enough. Te product or service has to be sold. Te specialist activities that design the product to meet the needs o customers and generate the demand by pricing, promotingYou're and distributing product are just as important. Reading athe Preview Tere is a clear interdependence between the operations unction and the marketing unction.
‘Interd
depend
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Finance is also important. Employees have to be paid. Raw materials and component parts must Download With Free Trial be purchased. Bills or rent and electricity must be paid. Te money rom the sale o products or services must be collected and records must be kept. Tis is the finance unction. Tere is a clear interdependence between the operations unction, marketing unction and finance unction. Tese are the three basic unctions in a business and as a general rule the success o the business is determined by how well they work together. Read Free Foron 30this Days Sign up to vote title
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Special offerproduct for students: $4.99/month. that isOnly competitive in the market place because it meets the needs o customers better
than competing products. Te operations unction works with the marketing unction during
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t n e m e g a n a M s n o i t a r e p O f o e l o R
will transorm the store with teams o carpenters, painters, shop-fitters and so on. Te operations will examine every aspect o the supply chain rom the actory in China, the container ships, warehousing to the final delivery to a Kmart store. Te operations unc also be responsible or effectively training the thousands o employees to deliver the hig levels o customer service.
People are very important. A business gets so much o its competitive advantage rom th quality o its people. Te business that effectively manages its human resources in terms way it selects, trains and rewards employees usually provides better products and servic marketplace. It is the role o the human resource unction to achieve these goals.
None o these things can happen without money. You give the task o working out how m money will be needed and the most efficient way o providing the required money and t payment o wages and so on to the finance unction. Te business unctions o operation marketing and finance are interdependent.
16
Processing the work for the unit on Role of operations management
At the outset, ocus on your HSC.Reading Careullyareview the unit o work. Practise potential m You're Preview choice and short responses. Most importantly learn rom business. Adopt the basic prin Unlock full access with a free trial. the most successul businesses have adopted.
Free Trial Russell and aylor (2005) Download have set outWith the ollowing principles or implementing a conti improvement effort: 1.
Create a mind-set for improvement . Do not accept that the present way o doing thi necessarily the best.
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Special offer for students: Only $4.99/month. 4. Work in teams. Use the ideas rom a number o people to brainstorm new ways.
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Outline the strategic role of operations management * Allocate resources to help achieve the goals o the business and improve its competitive position. * Tis can be achieved by:
1.
Cost leadership that aims to create a competitive advantage by producing the good or service at the lowest cost
2.
Good/service differentiation, which is concerned with developing products that are different rom those o competitors with benefits or attributes a customer values.
Explain the difference between goods and services in different industries raditionally, goods were defined as tangible or physical things while services were intangible actions perormed or the customer, such as legal advice rom a lawyer. oday it is more difficult to make this distinction. For example, a newspaper is tangible, but it also provides the customer with a service. Kmart is a business typical o those in the retailing industry. Tis business provides a service. So, too, does a bus company and a dentist. Ford Motor Company, on the other hand, manuactures a product. Regardless o the industry, operations management is concerned with providing the good and/or service. Demonstrate the interdependence of operations with the other key business functions Operations management cannot exist in isolation the other business unctions o finance, You're rom Reading a Preview human resources and marketing. Obviously finance is required to pay employees and to ensure Unlock full access with a free trial. inputs o raw materials and component parts are available when they are needed. Marketing is the unction o a business that works out what customers want and develops the goods/ser vices Download Withplace. Free Trial that will best meet customer needs in a competitive market For a business to operate successully, the best employees need to be selected, motivated and retained. None o these unctions can be sustained independently o the other unctions.
Master your semester with Scribd Topic Test - chapter 1 & The New York Times Te role o operations management Special offer for students: Only $4.99/month.
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Which of the following best describes the strategic role of operations?
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t n e m e g a n a M s n o i t a r e p O f o e l o R
3.
Which of the following best describes the concept of good/service differentiation
(a) Demonstrates the importance o a highly skilled and creative product developm team (b) Is difficult or competitors to copy because customer loyalty is to the brand (c) Developing products that are different rom their competitors (d) Is an important barrier to entry to the industry.
4. Which of the following best describes the role of operations management? (a) (b) (c) (d)
ransorming inputs into finished goods Planning, scheduling and controlling business activities Managing customer satisaction ransorming inputs into products that will effectively meet customer needs.
5. Which of the following best describes the strategic goal of operations manageme business like Kmart?
(a) (b) (c) (d)
18
Redefine the expectations o customers in the industry Be the best in the industry Be as good as competitors Reurbish the stores so they are clean and tidy.
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Short responses
1.
Outline the strategic role of operations management.
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Marking your work Multiple choice answers: 1 (b), 2 (d), 3 (c), 4 (d), 5 (a).
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Checklist to mark short response 1
Hutch Locating a New Store
Case on India and China
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* An introductory sentence that includes the phrase operations management * Defines the term operations management in the second sentence * Explains the idea o trying to achieve business goals in a dynamic environment * Illustrates the concept o the strategic role o operations management with the Kmart case
study * Is careully planned with cohesive links between sentences and paragraphs.
Checklist to mark short response 2 * An introductory sentence with the idea that there are two approaches to gaining a
competitive advantage and they are cost leadership and good/service differentiation * Defines the terms cost leadership and good/service differentiation in the second sentence * Mentions a couple o eatures o cost leadership * Illustrates the idea o lowest cost with Walmart * Mentions some o the eatures o good/service differentiation
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* Illustrates these ideas with Apple products
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* Indicates careul consideration o cohesion in the sentences and paragraphs.
Download With Free Trial Answers for Word Search ante anti apron atone atop earn earnt entrap inept iota irate nape near neat oaten opera operant operation opiate orate oration ornate pain paint painter pant part pate patron peat piano pirate prat rain rant rapt rate ratio ration repaint retain retina roan rota tape taper tapir tare tarn tarp tear tinea train trap
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