Chapter 2 - CHAPTER2:COMPETITIVENESS, STRATEGY,...

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CHAPTER 2: COMPETITIVENESS,  STRATEGY,  AND PRODUCTIVITY
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OUTLINE Competitiveness Strategy Strategy and Tactics  Strategy formulation Global Strategy Quality and time strategies  Productivity Computing productivity Example problems Productivity in service sector Factors affecting productivity Video on competitiveness and strategy 2
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COMPETITIVENESS Competitiveness? How  effectively  an organization  meets  the wants and  needs of  customers   relative to others that offer  similar goods or services Business organizations  compete  through some  combination of marketing and operations Identifying customer  wants and/or needs Perfect match Pricing Trade-off between price and features provided Advertising and Promotion  Attract buyers 3 http://images.ciao.com/iuk/images/product s/normal/668/product-5767668.jpg
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QUESTION? It takes only 5 to 10 cents to manufacture a bottle  of soda, but why are they sold at $1.10? Answer: Major chunk of profit about 50% to 70%  is used for Advertising and Promotion  4
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EXAMPLE OF PRICING Iphone: $199  LG Vu: $99  5 http://meetmeinouterspace.files.wordpress .com/2008/05/apple-iphone.jpg,  http://media.tumblr.com/4nlfGmmf396034 40jtPYGwjM_500.png
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EXAMPLE OF ADVERTISING Google earned more than $30 billion in advertising Close to $1 billion on advertising its own products Coke spent more than $2.5 billion on advertising its  products  eBay spent close to 20% of its revenue on advertising 6 http://images.google.com/imgres? imgurl=http://cache.daylife.com/imageserve/08GT5aZ8HAbpK/6 M:&tbnh=117
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INFLUENCE  OF OPERATIONS ON  COMPETITIVENESS Product and service design Joint collaboration Innovation and time-to-market Cost  Outsource to reduce the price Location Quality Flexibility Inventory management  Matching supplies with demand Supply chain management 7
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INFLUENCE  OF OPERATIONS ON  COMPETITIVENESS Quick response Quick delivery and quick repair time Hybrid  Service Managers and workers must be competent and  motivated Automobile dealers  8
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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 
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Chapter 2 - CHAPTER2:COMPETITIVENESS, STRATEGY,...

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