1. De Mar’s Product Strategy
A-Team

2. What is De Mar’s product
What is De Mar’s product? Identify the tangible parts of this product and its service components.

3. plumbing, heating, and air-conditioning products
Product Strategy says: „Solve the customer’s problem no matter what, solve the problem when the customer needs it solved,and make sure the customer feels good when you live”
guaranteed same-day service

4. How should other areass of De Mar (marketing, finance, prsonel) support its product strategy?

5. marketing: finance: personel:
customer is the most important value for company
„We will be there to fix your A/C on the fourth of July, and i’s not a penny extra.”
finance:
benefit for costs
personel:
‘special’ rates for emplyees working during ‘special’ days
„the person who wants a nine to five job needsl go somewhere else”

6. Even though De Mar’s product is primerily a service product, how should each of the 10 OM decisions in the text be managed to ensure that the product is successful?

7. focus on pluming, heating and air-conditioning products
product selection and design
quality
process
location
sheduling
layout HR
Supply Chain
inventory
maintanance
focus on pluming, heating and air-conditioning products
major priority, standards exceed regulatory requirements; same-day service while required
long product runs in specialized facielieties
Fresno, California, located in one city -
hire the best; well-trained employees, empowerment, most competitors guarantee their work for 30 days
highly trained staff, 24-hour-a-day, 7-day-a-week service at no extra charge for customers