Chapter 2 Strategy

OSCM- Chase, Shankar, Jacobs

LO2–1: Know what a sustainable business strategy is and how it
relates to operations and supply chain management.
LO2–2: Define operations and supply chain strategy.
LO2–3: Explain how operations and supply chain strategies are
implemented.
LO2–4: Understand why strategies have implications relative to
business risk.
LO2–5: Evaluate productivity in operations and supply chain
management.

McGraw-Hill/Irwin 2-1
Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
Operations and Operations Strategy

Recall-Core Goods and Core Services

Case of Barista Design

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Sustainable Strategy
• The firm’s strategy describes how it will create and sustain
value for its current shareholders
• Shareholders – individuals or companies that legally own one or
more shares of stock in the company
• Stakeholders – individuals or organizations who are directly or
indirectly influenced by the actions of the firm
• Adding a sustainability requirement means meeting value
goals without compromising the ability of future
generations to meet their own needs
• Triple bottom line – evaluating the firm against social,
economic, and environmental criteria

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 Triple Bottom Line

Exhibit 2.1 2-4

Triple Bottom Line Continued
• Social responsibility: this pertains to fair and beneficial
business practices toward labor, the community, and the
region in which a firm conducts its business

• Economic prosperity: the firm is obligated to

compensate shareholders who provide capital

• Environmental stewardship: this refers to the firm’s

impact on the environment

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 Triple Bottom Line
Give example from
your experience where
one of the elements is
missing!

Exhibit 2.1 2-6

What is Operations and Supply Chain
Strategy?
• Operations and supply chain strategy: setting broad
policies and plans for using the resources of a firm – must
be integrated with corporate strategy
• Corporate strategy provides overall direction and coordinates
operational goals with those of the larger organization
• Can be viewed as part of a planning process that coordinates
operational goals with those of the larger organization

• Operations effectiveness: performing activities in a

manner that best implements strategic priorities at a
minimum cost

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Competitive Dimensions
Price
• Make the product or deliver the service cheap

Quality
• Make a great product or delivery a great service

Delivery Speed
• Make the product or deliver the service quickly

Delivery Reliability
• Deliver it when promised

Coping with Changes in Demand

• Change its volume

Flexibility and New-Product Introduction Speed

• Change it

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Other Product-Specific Criteria:
“Support It”
Technical liaison and support
• A supplier may be expected to provide technical assistance for product
development
Meeting a launch date
• A firm may be required to coordinate with other firms on a complex project

Supplier after-sale support

• An important competitive dimension may be the ability of a firm to support its
product after the sale
Environmental impact
• This dimension is related to environmental/green criteria

Other dimensions
• These typically include such factors as colors available, size, weight, location of
the fabrication site, customization available, and product mix options
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Trade-Offs

• Management must decide which parameters of

performance are critical and concentrate resources on
those characteristics
• For example, a firm that is focused on low-cost production
may not be capable of quickly introducing new products
• Straddling: seeking to match a successful competitor
while maintaining its existing position
• It adds features, services, or technology to existing activities
• Often a risky strategy
• Example of Automobile maker

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Order Winners and Order Qualifiers

• Order qualifiers: those dimensions that are necessary for

a firm’s products to be considered for purchase by
customers
• Features customers will not forego

• Order winners: criteria used by customers to differentiate

the products and services of one firm from those of other
firms
• Features that customers use to determine which product to
ultimately purchase

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Strategies are Implemented Using
Operations and Supply Chain Activities
• All operations activities relate to one another
• To be efficient, the firm must minimize total cost without
compromising customers’ needs

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Supply Chain Risk Examples

• Japanese Tsunami (March 2011)

• In 1996 General Motors experienced an 18-day labor

strike at a brake supplier factory
• This strike idled workers at 26 assembly plants and led to an
estimated $900 million reduction in earnings

• In 1997 a Boeing supplier’s failure to deliver two critical

parts led to a loss of $2.6 billion

• In 2000, a 10-minute fire at a Phillips plant that supplied

integrated circuits led to a $400 million loss
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Assessing Risk Associated with OSCM
Strategy
• All strategies have an inherent level of risk
• Uncertainty in the environment causes supply chain planners to
evaluate the relative riskiness of their strategies

• Supply chain risk: the likelihood of a disruption that

would impact the ability of a company to continuously
supply products or services
1. Supply chain coordination risks are associated with the day-to-
day management of the supply chain
2. Disruption risks are caused by natural or manmade disasters

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Risk Mitigation Strategies
Risk Risk Mitigation Strategy

Natural disaster Contingency planning (alternate sites,

etc.) insurance
Country risks Hedge currency, produce/source
locally
Supplier failure Use multiple suppliers

Network provider failure Support redundant digital networks

Regulatory risk Up-front and continuing research;

good legal advice, compliance
Commodity price risks Multisource, commodity hedging

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Risk Mitigation Strategies Continued
Risk Risk Mitigation Strategy

Logistics failure Safety stock, detailed tracking and

alternate suppliers
Inventory risks Pool inventory, safety stock

Major quality failure Carefully select and monitor suppliers

Loss of customers Service/product innovation

Theft and vandalism Insurance, security precautions,

knowledge of likely risks, patent
protection, etc.

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 Risk Assessment Matrix

Exhibit 2.4 (Partial) 2-17

Productivity Measurement
• Productivity is a measure of how well resources are used
𝑂𝑢𝑡𝑝𝑢𝑡𝑠
• 𝑃𝑟𝑜𝑑𝑢𝑐𝑡𝑖𝑣𝑖𝑡𝑦 =
𝐼𝑛𝑝𝑢𝑡𝑠
• Productivity is a relative measure
• Must be compared to something else to be meaningful
• Operations can be compared to each other
• Firms can be compared to other firms or themselves over time

• Partial productivity measures compare output to a single

input
• Multifactor productivity measures compare output to a
group of inputs
• Total productivity measures compare output to all inputs

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Partial Measures of Productivity

Business Productivity Measure

Restaurant Customers (meals) per labor hour

Retail store Sales per square foot

Chicken farm Pounds of meat per pound of feed

Utility plant Kilowatt hours per ton of coal

Paper mill Tons of paper per cord of wood

2-19
Thanks

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Dilemma of a Purchase Manager
The Shampoo Company (TSC), having its HQ in U.S., wants to
launch in India a premium shampoo to overcome the
competition, which has been eating away current market share
of TSC in India. The new product will have price of Rs 100 and
40% of price as margin.
The packaging suggested for the new product, is a premium
packaging and the Purchase Manager of TSC has 2 options:
1. Import @Rs 40 per pack which will be exactly the way it is
sold in U.S. market with words changed to suit Indian legal
system. The imported packaging will be available in 1 week
from order date.
2. Develop in India @ Rs 15 per pack. Being first time in India it
may take 6-8 weeks. The time span is because initially the
packaging may not be exactly the way Marketing Department
wants it.
What should the Purchase Manager do, as a strategy?

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Risk Mitigation Framework
1. Identify the sources of potential disruptions
• Focus on highly unlikely events that would cause a significant
disruption to normal operations
2. Assess the potential impact of the risk
• Here the goal is to quantify the probability and the potential impact
of the risk
• Could be based on financial impact, environmental impact, ongoing
business viability brand image/reputation, potential human lives,
and so on
3. Develop plans to mitigate the risk
• A detailed strategy for minimizing the impact of the risk could take
many different forms, depending on the nature of the problem

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Summary
• A strategy that is sustainable needs to create value
• Shareholders are equity owners in the company
• Stakeholders are individuals and organizations that are influenced by
the firm
• Operations and supply chain strategy involves setting the broad
policies for using a firm’s resources
• Coordinates operational goals with those of the larger organization
• Strategies are implemented through a set of activities designed to
deliver products and services in a manner consistent with the firm's
overall business strategy
• Operations and supply chain strategies need to be evaluated relative
to their riskiness
• Supply chain disruptions are unplanned and unanticipated events that
disrupt the normal flow of goods and materials
• Supply chain coordination risks and disruption risks
• Productivity measures are used to ensure that the firm makes the
best use of its resources

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