Operations Management Chapter 7 – Process Strategy PowerPoint presentation to accompany Heizer/Render Principles of Operations Management, 6e Operations Management, 8e © 2006 Prentice Hall, Inc.

Outline Global Company Profile: Dell Computer Co. Four Process Strategies Process Focus Repetitive Focus Product Focus Mass Customization Focus Comparison of Process Choices

Outline – Continued Process Analysis And Design Flow Diagrams Time-Function Mapping Value Stream Mapping Process Charts Service Blueprinting

Outline – Continued Service Process Design Customer Interaction and Process Design More Opportunities to Improve Service Processes Selection Of Equipment And Technology

Outline – Continued Production Technology Machine Technology Process Control Vision Systems Automated Storage and Retrieval System Automated Guided Vehicle (AGV) Flexible Manufacturing System (FMS) Computer-Integrated Manufacturing (CIM)

Outline – Continued Technology In Services Process Redesign Ethics And Environmentally Friendly Processes

Learning Objectives When you complete this chapter, you should be able to: Identify or Define: Process focus Repetitive focus Product focus Process reengineering Service process issues Environmental issues

Learning Objectives When you complete this chapter, you should be able to: Describe or Explain: Process Analysis Service Design Production Technology Process Redesign Ethics and Environmentally Friendly Processes

“How can we make the process of buying a computer better?” Dell Computer Company “How can we make the process of buying a computer better?” Sell custom-built PCs directly to consumer Build computers rapidly, at low cost, and only when ordered Integrate the Web into every aspect of its business Focus research on software designed to make installation and configuration of its PCs fast and simple

Process, Volume, and Variety Low Volume Repetitive Process High Volume Volume Figure 7.1 High Variety one or few units per run, high variety (allows customization) Process Focus projects, job shops (machine, print, carpentry) Standard Register Mass Customization (difficult to achieve, but huge rewards) Dell Computer Co. Changes in Modules modest runs, standardized modules Repetitive (autos, motorcycles) Harley Davidson Changes in Attributes (such as grade, quality, size, thickness, etc.) long runs only Product Focus (commercial baked goods, steel, glass) Nucor Steel Poor Strategy (Both fixed and variable costs are high)

Customer sales representative GLUING, BINDING, STAPLING, LABELING Process Flow Diagram Customer Customer sales representative Purchasing PREPRESS DEPT Vendors Receiving Warehouse Accounting PRINTING DEPT COLLATING DEPT GLUING, BINDING, STAPLING, LABELING POLYWRAP DEPT SHIPPING Information flow Material flow Figure 7.2

Process Strategies How to produce a product or provide a service that Meets or exceeds customer requirements Meets cost and managerial goals Has long term effects on Efficiency and production flexibility Costs and quality

Process Strategies Four basic strategies Process focus Repetitive focus Product focus Mass customization Within these basic strategies there are many ways they may be implemented

Process Focus Facilities are organized around specific activities or processes General purpose equipment and skilled personnel High degree of product flexibility Typically high costs and low equipment utilization Product flows may vary considerably making planning and scheduling a challenge

High variety of outputs Process Focus Print Shop Many inputs High variety of outputs

Repetitive Focus Facilities often organized as assembly lines Characterized by modules with parts and assemblies made previously Modules may be combined for many output options Less flexibility than process-focused facilities but more efficient

Repetitive Focus Automobile Assembly Line Raw materials and module inputs Modules combined for many output options Few modules

Frame-building work cells Engines and transmissions Process Flow Diagram Frame tube bending Frame-building work cells Frame machining Hot-paint frame painting THE ASSEMBLY LINE TESTING 28 tests Oil tank work cell Shocks and forks Handlebars Fender work cell Air cleaners Fluids and mufflers Fuel tank work cell Wheel work cell Roller testing Incoming parts From Milwaukee on a JIT arrival schedule Engines and transmissions Crating Figure 7.3

Product Focus Facilities are organized by product High volume but low variety of products Long, continuous production runs enable efficient processes Typically high fixed cost but low variable cost Generally less skilled labor

Output variation in size, shape, and packaging Product Focus Bottling Plant Output variation in size, shape, and packaging Many inputs

Hot mill for finishing, cooling, and coiling Product Focus Scrap steel Ladle of molten steel Electric furnace A B C Continuous caster Continuous cast steel sheared into 24-ton slabs Hot tunnel furnace - 300 ft Hot mill for finishing, cooling, and coiling D E F G H I Nucor Steel Plant

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Small quantity, large variety of products Long runs, standardized product made from modules Large quantity, small variety of products Large quantity, large variety of products General purpose equipment Special equipment aids in use of assembly line Special purpose equipment Rapid changeover on flexible equipment Table 7.2

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Operators are broadly skilled Employees are modestly trained Operators are less broadly skilled Flexible operators are trained for the necessary customization Many job instructions as each job changes Repetition reduces training and changes in job instructions Few work orders and job instructions because jobs standardized Custom orders require many job instructions Table 7.2

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Raw material inventories high JIT procurement techniques used Raw material inventories are low Work-in-process is high JIT inventory techniques used Work-in-process inventory is low Work-in-process inventory driven down by JIT, lean production Table 7.2

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Units move slowly through the plant Movement is measured in hours and days Swift movement of unit through the facility is typical Goods move swiftly through the facility Finished goods made to order Finished goods made to frequent forecast Finished goods made to forecast and stored Finished goods often made to order Table 7.2

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Scheduling is complex, trade-offs between inventory, availability, customer service Scheduling based on building various models from modules to forecasts Relatively simple scheduling, establishing output rate to meet forecasts Sophisticated scheduling required to accommodate custom orders Table 7.2

Comparison of Processes Process Focus (Low volume, high variety) Repetitive Focus (Modular) Product Focus (High-volume, low-variety) Mass Customization (High-volume, high-variety) Fixed costs low, variable costs high Fixed costs dependent on flexibility of the facility Fixed costs high, variable costs low Fixed costs high, variable costs must be low Costing estimated before job, not known until after job is complete Costs usually known due to extensive experience High fixed costs mean costs dependent on utilization of capacity High fixed costs and dynamic variable costs make costing a challenge Table 7.2

Mass Customization The rapid, low-cost production of goods and service to satisfy increasingly unique customer desires Combines the flexibility of a process focus with the efficiency of a product focus

Mass Customization Number of Choices Table 7.1 Vehicle models 140 260 Vehicle types 18 1,212 Bicycle types 8 19 Software titles 0 300,000 Web sites 0 46,412,165 Movie releases 267 458 New book titles 40,530 77,446 Houston TV channels 5 185 Breakfast cereals 160 340 Items (SKUs) in 14,000 150,000 supermarkets Number of Choices Early 21st Item Early 1970s Century

Effective scheduling techniques Rapid throughput techniques Mass Customization Repetitive Focus Modular design Flexible equipment Figure 7.5 Modular techniques Mass Customization Effective scheduling techniques Rapid throughput techniques Process-Focused High variety, low volume Low utilization (5% to 25%) General-purpose equipment Product-Focused Low variety, high volume High utilization (70% to 90%) Specialized equipment

Low volume, high variety High volume, low variety Crossover Charts Fixed costs Variable costs $ Low volume, high variety Process A Fixed costs Variable costs $ Repetitive Process B Fixed costs Variable costs $ High volume, low variety Process C Total cost Total cost Total cost 400,000 300,000 200,000 Volume $ V2 (6,666) V1 (2,857) Fixed cost Process C Fixed cost Process B Fixed cost Process A Figure 7.6

Changing Processes Difficult and expensive May mean starting over Process strategy determines transformation strategy for an extended period Important to get it right

Process Analysis and Design Flow Diagrams - Shows the movement of materials Time-Function Mapping - Shows flows and time frame Value Stream Mapping - Shows flows and time and value added beyond the immediate organization Process Charts - Uses symbols to show key activities Service Blueprinting - focuses on customer/provider interaction

Time-Function Mapping Customer Sales Production control Plant A Warehouse Plant B Transport Order product Process order Wait Move Receive product Print Wait Move Wait Extrude Wait 12 days 13 days 1 day 4 days 10 days 0 day 52 days Figure 7.7

Time-Function Mapping Customer Sales Production control Plant Warehouse Transport Order product Process order Wait Move Receive product Extrude Wait Print 1 day 2 days 6 days Figure 7.7

Process Chart Figure 7.8

Service Blueprint Focuses on the customer and provider interaction Defines three levels of interaction Each level has different management issues Identifies potential failure points

Service Blueprint Figure 7.9 Personal Greeting Service Diagnosis Perform Service Friendly Close Level #1 Customer arrives for service Warm greeting and obtain service request Notify customer the car is ready Customer departs Customer pays bill No Notify customer and recommend an alternative provider Standard request Determine specifics No Can service be done and does customer approve? Level #2 Direct customer to waiting room Perform required work Prepare invoice Yes Level #3 Potential failure point Figure 7.9

Process Analysis Tools Flowcharts provide a view of the big picture Time-function mapping adds rigor and a time element Value stream analysis extends to customers and suppliers Process charts show detail Service blueprint focuses on customer interaction

Service Process Matrix Service Factory Service Shop Degree of Customization Low High Degree of Labor Mass Service Professional Service Commercial banking Private banking General- purpose law firms Law clinics Full-service stockbroker Limited-service stockbroker Retailing Boutiques Warehouse and catalog stores Specialized hospitals Hospitals Fast food restaurants Fine-dining restaurants Airlines No frills airlines Figure 7.10

Service Process Matrix Labor involvement is high Selection and training highly important Focus on human resources Personalized services Mass Service and Professional Service Service Factory and Service Shop Automation of standardized services Low labor intensity responds well to process technology and scheduling Tight control required to maintain standards

Improving Service Productivity Strategy Technique Example Separation Structure service so customers must go where service is offered Bank customers go to a manager to open a new account, to loan officers for loans, and to tellers for deposits Self-service Self-service so customers examine, compare, and evaluate at their own pace Supermarkets and department stores, internet ordering Table 7.3

Improving Service Productivity Strategy Technique Example Postponement Customizing at delivery Customizing vans at delivery rather than at production Focus Restricting the offerings Limited-menu restaurant Modules Modular selection of service, modular production Investment and insurance selection, prepackaged food modules in restaurants Table 7.3

Improving Service Productivity Strategy Technique Example Automation Precise personnel scheduling Automatic teller machines Scheduling Scheduling ticket counter personnel at 15-minute intervals at airlines Training Clarifying the service options, explaining how to avoid problems Investment counselor, funeral directors, after-sale maintenance personnel Table 7.3

Equipment and Technology Often complex decisions Possible competitive advantage Flexibility Stable processes May allow enlarging the scope of the processes

Improving Service Processes Layout Product exposure, customer education, product enhancement Human Resources Recruiting and training Impact of flexibility

Production Technology Machine technology Automatic identification systems (AIS) Process control Vision system Robot Automated storage and retrieval systems (ASRS) Flexible manufacturing systems (FMS) Computer-integrated manufacturing (CIM)

Machine Technology Increased precision Increased productivity Increased flexibility Improved environmental impact Reduced changeover time Decreased size Reduced power requirements

Automatic Identification Systems (AIS) Improved data acquisition Reduced data entry errors Increased speed Increased scope of process automation

Process Control Increased process stability Increased process precision Real-time provision of information for process evaluation Data available in many forms

Process Control Software

Vision Systems Particular aid to inspection Consistently accurate Never bored Modest cost Superior to individuals performing the same tasks

Robots Perform monotonous or dangerous tasks Perform tasks requiring significant strength or endurance Generally enhanced consistency and accuracy

Robotic Surgery

Automated Storage and Retrieval Systems (ASRS) Automated placement and withdrawal of parts and products Reduced errors and labor Particularly useful in inventory and test areas of manufacturing firms

Automated Guided Vehicle (AGV) Electronically guided and controlled carts Used for movement of products and/or individuals

Flexible Manufacturing Systems (FMS) Computer controls both the workstation and the material handling equipment Enhance flexibility and reduced waste Can economically produce low volume at high quality Reduced changeover time and increased utilization Stringent communication requirement between components

Computer Integrated Manufacturing (CIM) Extension of flexible manufacturing systems Backwards to engineering and inventory control Forward into warehousing and shipping Can also include financial and customer service areas Reducing the distinction between low-volume/high-variety, and high-volume/low-variety production

Computer Integrated Manufacturing (CIM) Figure 7.11 FMS CIM Top management decides to make a product OM runs the production process Computer-aided design (CAD) designs the product Computer-aided manufacturing (CAM) Robots put the product together Automated storage and retrieval system (ASRS) and automated guided vehicles (AGVs) Management Information System

Technology in Services Service Industry Example Financial Services Debit cards, electronic funds transfer, ATMs, Internet stock trading Education Electronic bulletin boards, on-line journals Utilities and government Automated one-man garbage trucks, optical mail and bomb scanners, flood warning systems Restaurants and foods Wireless orders from waiters to kitchen, robot butchering, transponders on cars that track sales at drive-throughs Communications Electronic publishing, interactive TV Table 7.4

Technology in Services Service Industry Example Hotels Electronic check-in/check-out, electronic key/lock system Wholesale/retail trade Point-of-sale terminals, e-commerce, electronic communication between store and supplier, bar coded data Transportation Automatic toll booths, satellite-directed navigation systems Health care Online patient-monitoring, online medical information systems, robotic surgery Airlines Ticketless travel, scheduling, Internet purchases Table 7.4

Process Redesign The fundamental rethinking of business processes to bring about dramatic improvements in performance Relies on reevaluating the purpose of the process and questioning both the purpose and the underlying assumptions Requires reexamination of the basic process and its objectives Focuses on activities that cross functional lines Any process is a candidate for redesign

Ethics and Environmentally Friendly Processes Reduce the negative impact on the environment Encourage recycling Efficient use of resources Reduction of waste by-products Use less harmful ingredients Use less energy