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The Global Environment and Operations Strategy

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1 The Global Environment and Operations Strategy
2 PowerPoint presentation to accompany Heizer and Render Operations Management, Global Edition, Eleventh Edition Principles of Operations Management, Global Edition, Ninth Edition PowerPoint slides by Jeff Heyl © 2014 Pearson Education

2 OUTLINE A Global View to Operations Reasons to Globalize
Developing Missions and Strategies Strategies for Competitive Advantage SWOT Analysis and Strategy Development

3 Growth of World Trade Year Percent Figure 2.1 60 – 55 – 50 – 45 – 40 –
35 – 30 – 25 – 20 – 15 – 10 – | | | | | | | | | Year Percent Figure 2.1

4 Reasons to Globalize Improve the supply chain
Reduce costs (labor, taxes, tariffs, etc.) Improve operations Understand markets Improve products Attract and retain global talent

5 Improve the Supply Chain
Locating facilities closer to unique resources Auto design to California Athletic shoe production to China Perfume manufacturing in France

6 Reduce Costs Foreign locations with lower wage rates can lower direct and indirect costs Trade agreements can lower tariffs Maquiladoras World Trade Organization (WTO) North American Free Trade Agreement (NAFTA) APEC, SEATO, MERCOSUR, CAFTA European Union (EU)

7 Improve Operations Understand differences between how business is handled in other countries Japanese – inventory management Scandinavians – ergonomics International operations can improve response time and customer service

8 Understand Markets Interacting with foreign customers, suppliers, competition can lead to new opportunities Cell phone design moved from Europe to Japan Extend the product life cycle

9 Improve Products Remain open to free flow of ideas
Toyota and BMW manage joint research and development Reduced risk, state-of-the-art design, lower costs Samsung and Bosch jointly produce batteries

10 Attract and Retain Global Talent
Offer better employment opportunities Better growth opportunities and insulation against unemployment Relocate unneeded personnel to more prosperous locations

11 Cultural and Ethical Issues
Cultures can be quite different Attitudes can be quite different towards Punctuality Lunch breaks Environment Intellectual property Thievery Bribery Child labor

12 Key Issues of Globalization
National literacy rate Rate of innovation Rate of technology change Number of skilled workers Political stability Product liability laws Export restrictions Variations in language Work ethic Tax rates Inflation Availability of raw materials Interest rates Population Number of miles of highway Phone system

13 Ranking Corruption Rank Country 2012 CPI Score (out of 100)
1 Demark, Finland, New Zealand 90 4 Sweden 88 5 Singapore 87 6 Switzerland 86 7 Australia, Norway 85 9 Canada, Netherlands 84 13 Germany 79 14 Hong Kong 77 17 Japan, UK 74 19 USA 73 37 Taiwan 61 39 Israel 60 45 South Korea 56 80 China 39 123 Vietnam 31 133 Russia 28 Least Corrupt Most Corrupt CPI is the Corrupt Perceptions Index calculated by Transparency International, an organization dedicated to fighting business corruption. The Index is calculated from up to 13 different individual scores. For details and the methodology, see In 2012 they changed their scoring system from “out of 10” to “out of 100”. In case students are interested, three countries tied for the lowest score in the 2012 survey with a score of 8 out of 100 – Afghanistan, North Korea, and Somalia. 13

14 Match Product & Parent Braun Household Appliances Firestone Tires
Godiva Chocolate Haagen-Dazs Ice Cream Jaguar Autos MGM Movies Lamborghini Autos Alpo Petfoods Volkswagen Bridgestone Campbell Soup Tata Motors Limited Proctor and Gamble Nestlé Pillsbury Sony

15 Match Product & Parent Braun Household Appliances Firestone Tires
Godiva Chocolate Haagen-Dazs Ice Cream Jaguar Autos MGM Movies Lamborghini Autos Alpo Petfoods Volkswagen Bridgestone Campbell Soup Tata Motors Limited Proctor and Gamble Nestlé Pillsbury Sony

16 Match Product & Country
Braun Household Appliances Firestone Tires Godiva Chocolate Haagen-Dazs Ice Cream Jaguar Autos MGM Movies Lamborghini Autos Alpo Petfoods Great Britain Germany Japan United States Switzerland India

17 Match Product & Country
Braun Household Appliances Firestone Tires Godiva Chocolate Haagen-Dazs Ice Cream Jaguar Autos MGM Movies Lamborghini Autos Alpo Petfoods Great Britain Germany Japan United States Switzerland India

18 Developing Missions and Strategies
Mission statements tell an organization where it is going The Strategy tells the organization how to get there

19 Mission Mission - where is the organization going?
Organization’s purpose for being Answers ‘What do we contribute to society?’ Provides boundaries and focus

20 Organization’s Mission
Strategic Process Organization’s Mission Functional Area Missions Marketing Operations Finance/ Accounting

21 Sample Company Mission Sample Operations Management Mission
Sample Missions Sample Company Mission To manufacture and service an innovative, growing, and profitable worldwide microwave communications business that exceeds our customers’ expectations. Sample Operations Management Mission To produce products consistent with the company’s mission as the worldwide low-cost manufacturer. Figure 2.3

22 Strategy Action plan to achieve mission
Functional areas have strategies Strategies exploit opportunities and strengths, neutralize threats, and avoid weaknesses

23 Strategies for Competitive Advantage
Differentiation – better, or at least different Cost leadership – cheaper Response – more responsive

24 Competing on Differentiation
Uniqueness can go beyond both the physical characteristics and service attributes to encompass everything that impacts customer’s perception of value Walt Disney Magic Kingdom – experience differentiation Hard Rock Cafe – dining experience

25 Competing on Cost Provide the maximum value as perceived by customer. Does not imply low quality. Southwest Airlines – secondary airports, no frills service, efficient utilization of equipment Walmart – small overhead, shrinkage, and distribution costs Franz Colruyt – no bags, no bright lights, no music, and doors on freezers

26 Competing on Response Flexibility is matching market changes in design innovation and volumes A way of life at Hewlett-Packard Reliability is meeting schedules German machine industry Timeliness is quickness in design, production, and delivery Johnson Electric, Pizza Hut, Motorola

27 Strategy Development Process
Analyze the Environment Identify the strengths, weaknesses, opportunities, and threats. Understand the environment, customers, industry, and competitors. Determine the Corporate Mission State the reason for the firm’s existence and identify the value it wishes to create. Form a Strategy Build a competitive advantage, such as low price, design, or volume flexibility, quality, quick delivery, dependability, after-sale service, broad product lines. Figure 2.6 © 2011 Pearson Education, Inc. publishing as Prentice Hall

28 External Opportunities
SWOT Analysis Internal Strengths Internal Weaknesses External Opportunities External Threats Mission Analysis Strategy

29 Nike SWOT Analysis Strengths - strong at research and development.
- Nike is a global brand. Opportunities - to develop new products such as sunglasses and jewellery. Weaknesses - The retail sector is very price sensitive. Threats - The market for sports shoes and garments is very competitive. Consumers are shopping around for a better deal.

30 SWOT Analysis SWOT Analysis, which is a key tool in the strategic planning process can also be applied to personal career planning.

31 Strategy Development and Implementation
Identify key success factors Build and staff the organization Integrate OM with other activities The operations manager’s job is to implement an OM strategy, provide competitive advantage, and increase productivity © 2011 Pearson Education, Inc. publishing as Prentice Hall

32 Strategy Development and Implementation
Only by identifying Key Success Factors(KSFs) and Core Competencies can an organization achieve sustainable competitive advantage. One of the KSFs for McDonalds is layout. Core Competency for Honda is its gas-powered engines.

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