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02+Order_Winners_and_Qualifiers

02+Order_Winners_and_Qualifiers - ORDERWINNERSAND...

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ORDER-WINNERS AND  ORDER-WINNERS AND  QUALIFIERS QUALIFIERS
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ORDER-WINNERS AND QUALIFIERS ORDER-WINNERS AND QUALIFIERS Qualifiers  are those criteria that a company must meet for  a customer to even consider it as a possible supplier. For  example,  customer  increasingly  require  suppliers  to  be  registered  under  ISO  9000  series.  Suppliers,  therefore,  who are registered have only achieved the right to bid or  be considered. Order-winners  are those criteria that win the order. Since  the  markets  are  dynamic,  order  winners  and  qualifiers and/or their associated importance change over  time.
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ORDER-WINNERS AND QUALIFIERS ORDER-WINNERS AND QUALIFIERS It  is  the  task  of  the  marketing  department  to  identify  the  order-winners  and  qualifiers  and  their  respective  importance.  This  enables  the  company  to  have  a  clearer  and  more  informed  view  of  what  manufacturing  must  provide to compete effectively in the chosen markets.   There is a range of order-winners and qualifiers, and not all  of them form part of manufacturing's strategic function. We  can  categorize  these  characteristics  broadly  into  four  categories.
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Manufacturing-Related and Manufacturing- Manufacturing-Related and Manufacturing- Specific Criteria Specific Criteria This  category  concerns  those  order-winners  and  qualifiers  that  are  specific  to  manufacturing  and  will,  where  relevant,  form  part  of  manufacturing's strategic role. Price - Cost Reduction - Experience Curve Delivery Reliability Delivery Speed Quality Demand Increases Product Range
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Manufacturing-Related but Not Manufacturing-Related but Not Manufacturing-Specific Criteria Manufacturing-Specific Criteria This category concerns those order-winners and qualifiers that are  Manufacturing Related but not necessarily Manufacturing Specific. Design - Low Cost - Product Range - Lead Times Distribution
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Nonmanufacturing Related Criteria Nonmanufacturing Related Criteria This category concerns those order-winners and qualifiers  that are Non-Manufacturing Related. They are, Design Leadership Being an Existing Supplier Marketing and Sales Brand Name Technical Liaison and Support After-sales Support
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ORDER-WINNERS AND QUALIFIERS ORDER-WINNERS AND QUALIFIERS Table  13.  U.S.  Furniture  Company:  Order  winners  and  qualifiers  for  selected  customers  in  its  oak  furniture  market   Q : qualifier,  QQ : an order losing sensitive qualifier                                   Small chain Large chain 1993 1993 1991 1995 1991 1995 Conformance Quality 50 40 35 60 60 60 Price 40 50 55 30 30 30 After-sales service 10 10 10 10 10 10 Delivery reliability QQ QQ QQ QQ QQ QQ Design Q Q Q Q Q Q Customer relations Q Q Q QQ QQ QQ Criteria
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Table  14.  European  Battery  company:  Order-Winners 
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  • Fall '08
  • Staff
  • marketing and sales, Harry Connick, Jr., Technical Liaison and Support, European  Battery  company, Cstmr., Cstmr. B

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