Competitiveness, Strategy, and Productivity 2 Competitiveness, Strategy, and Productivity

Learning Objectives List and briefly discuss the primary ways that business organizations compete. List five reasons for the poor competitiveness of some companies. Define the term strategy and explain why strategy is important for competitiveness. Contrast strategy and tactics.

Learning Objectives Discuss and compare organization strategy and operations strategy, and explain why it is important to link the two. Describe and give examples of time-based strategies. Define the term productivity and explain why it is important to organizations and to countries. List some of the reasons for poor productivity and some ways of improving it.

Competitiveness: How effectively an organization meets the wants and needs of customers relative to others that offer similar goods or services

Businesses Compete Using Marketing Identifying consumer wants and needs Pricing Advertising and promotion

Businesses Compete Using Operations Product and service design Cost Location Quality Quick response Flexibility Inventory management Supply chain management Service and service quality Managers and workers

Why Some Organizations Fail Too much emphasis on short-term financial performance Failing to take advantage of strengths and opportunities Neglecting operations strategy Failing to recognize competitive threats

Why Some Organizations Fail Too much emphasis in product and service design and not enough on improvement Neglecting investments in capital and human resources Failing to establish good internal communications Failing to consider customer wants and needs

Mission/Strategy/Tactics How does mission, strategies and tactics relate to decision making and distinctive competencies?

Strategy Mission Mission Statement Goals Strategies Tactics The reason for existence for an organization Mission Statement States the purpose of an organization Goals Provide detail and scope of mission Strategies Plans for achieving organizational goals Tactics The methods and actions taken to accomplish strategies

Planning and Decision Making Figure 2.1 Mission Goals Organizational Strategies Functional Goals Finance Strategies Marketing Strategies Operations Strategies Tactics Tactics Tactics Operating procedures Operating procedures Operating procedures

Strategy Example Mission: Live a good life Rita is a high school student. She would like to have a career in business, have a good job, and earn enough income to live comfortably Mission: Live a good life Goal: Successful career, good income Strategy: Obtain a college education Tactics: Select a college and a major Operations: Register, buy books, take courses, study, graduate, get job

Class Exercise Set your mission & fill in the table: Mission: Goal: Strategy: Tactics: Operations:

Mission vs. Vision Organizations sometimes summarize goals and objectives into a mission statement and / or a vision statement: A Definition of Vision in a dictionary: 'An Image of the future we seek to create'. A vision statement describes in graphic terms where the goal-setters want to see themselves in the future. It may describe how they see events unfolding over 10 or 20 years if everything goes exactly as hoped. A definition of Mission in a dictionary: purpose, reason for being; also, an inner calling to pursue an activity or perform a service. Many people mistake vision statement for mission statement. The Vision describes a future identity and the Mission describes how it will be achieved. A Mission statement may define the purpose or broader goal for being in existence or in the business. It serves as an ongoing guide without time frame. The mission can remain the same for decades if crafted well. Vision is more specific in terms of objective and future state. Vision is related to some form of achievement if successful. For example, "We help transport goods and people efficiently and cost effectively without damaging environment" is a mission statement. Ford's brief but powerful slogan "Quality is Job 1" could count as a mission statement. "We will be one amongst the top three transporters of goods and people in North America by 2010" is a vision statement. It is very concrete and unambiguous goal.

Examples of Strategies Low cost Scale-based strategies Specialization Flexible operations High quality Service

Strategy and Tactics Distinctive Competencies Strategy Factors The special attributes or abilities that give an organization a competitive edge. Strategy Factors Price Quality Time Flexibility Service Location

Examples of Operations Strategies Table 2.2 Banks, ATMs Convenience Location Disneyland Nordstroms Superior customer service Service Burger King Supermarkets Variety Volume Flexibility Express Mail, Fedex, One-hour photo, UPS Rapid delivery On-time delivery Time Sony TV Lexus, Cadillac Pepsi, Kodak, Motorola High-performance design or high quality Consistent quality Quality U.S. first-class postage Motel-6, Red Roof Inns Low Cost Price

Global Strategy Strategic decisions must be made with respect to globalization What works in one country may not work in another Strategies must be changed to account for these differences Other issues Political, social, cultural, and economic differences

Strategy Formulation Distinctive competencies Environmental scanning SWOT Order qualifiers Order winners

Strategy Formulation Order qualifiers Order winners Characteristics that customers perceive as minimum standards of acceptability to be considered as a potential purchase Order winners Characteristics of an organization’s goods or services that cause it to be perceived as better than the competition

Key External Factors Economic conditions Political conditions Legal environment Technology Competition Markets

Key Internal Factors Human Resources Facilities and equipment Financial resources Customers Products and services Technology Suppliers

Operations Strategy Operations strategy – The approach, consistent with organization strategy, that is used to guide the operations function.

Strategic OM Decisions Table 2.4 Decision Area Affects Product and service design Costs, quality liability and environmental Capacity Cost structure, flexibility Process selection and layout Costs, flexibility, skill level, capacity Work design Quality of work life, employee safety, productivity Location Costs, visibility Quality Ability to meet or exceed customer expectations Inventory Costs, shortages Maintenance Costs, equipment reliability, productivity Scheduling Flexibility, efficiency Supply chains Costs, quality, agility, shortages, vendor relations Projects Costs, new products, services, or operating systems

Quality and Time Strategies Quality-based strategies Focuses on maintaining or improving the quality of an organization’s products or services Quality at the source Time-based strategies Focuses on reduction of time needed to accomplish tasks

Time-based Strategies JAN FEB MAR APR MAY JUN Planning Processing Changeover On time! Designing Delivery

Productivity Productivity Productivity ratios are used for A measure of the effective use of resources, usually expressed as the ratio of output to input Productivity ratios are used for Planning workforce requirements Scheduling equipment Financial analysis

Productivity Productiv ity = Outputs Inputs Partial measures output/(single input) Multi-factor measures output/(multiple inputs) Total measure output/(total inputs) Productiv ity = Outputs Inputs

Productivity Growth Productivity Growth = Current Period Productivity – Previous Period Productivity Previous Period Productivity

Measures of Productivity Table 2.4 Partial Output Output Output Output measures Labor Machine Capital Energy Multifactor Output Output measures Labor + Machine Labor + Capital + Energy Total Goods or Services Produced measure All inputs used to produce them

Examples of Partial Productivity Measures Table 2.5 Units of output per kilowatt-hour Dollar value of output per kilowatt-hour Energy Productivity Units of output per dollar input Dollar value of output per dollar input Capital Productivity Units of output per machine hour machine hour Machine Productivity Units of output per labor hour Units of output per shift Value-added per labor hour Labor Productivity

Example 3 7040 Units Produced Cost of labor of $1,000 Cost of materials: $520 Cost of overhead: $2000 What is the multifactor productivity?

Example 3 Solution MFP = Output Labor + Materials + Overhead MFP = MFP = units per dollar of input

Process Yield Process yield is the ratio of output of good product to total production. Defective product is not included in the output. Service example: Ratio of cars rented to cars available to rent

Factors Affecting Productivity Capital Quality Technology Management

Other Factors Affecting Productivity Standardization Quality Use of Internet Computer viruses Searching for lost or misplaced items Scrap rates New workers

Other Factors Affecting Productivity Safety Shortage of IT workers Layoffs Labor turnover Design of the workspace Incentive plans that reward productivity

Outsourcing Higher productivity in another company is a key reason organizations outsource work Improving productivity may reduce the need for outsourcing

Improving Productivity Develop productivity measures Determine critical (bottleneck) operations Develop methods for productivity improvements Establish reasonable goals Get management support Measure and publicize improvements Don’t confuse productivity with efficiency!

Quiz 1 Write down four factors that affects productivity?

Quiz 1 2040 Units Produced Labor: 100 employees Cost of materials: $520 Cost of overhead: $1000 What is the Labor productivity?