How effectively an organization meets the wants and needs of customers relative to others that offer similar goods or services?

Presentation on theme: "Competitiveness, Strategy, and Productivity. Competitiveness: How effectively an organization meets the wants and needs of customers relative to others."— Presentation transcript:

1 Competitiveness, Strategy, and Productivity

2 Competitiveness: How effectively an organization meets the wants and needs of customers relative to others that offer similar goods or services

3 Businesses Compete Using Marketing  Identifying consumer wants and needs  Pricing  Advertising and promotion

4 Businesses Compete Using Operations  Product and service design  Cost  Location  Quality  Quick response

5 Businesses Compete Using Operations  Flexibility  Inventory management  Supply chain management  Service

6 Why Some Organizations Fail  Too much emphasis on short-term financial performance  Failing to take advantage of strengths and opportunities  Failing to recognize competitive threats  Neglecting operations strategy

7 Why Some Organizations Fail  Too much emphasis in product and service design and not enough on improvement  Neglecting investments in capital and human resources  Failing to establish good internal communications  Failing to consider customer wants and needs

8 Mission/Strategy/Tactics How does mission, strategies and tactics relate to decision making and distinctive competencies? StrategyTacticsMission

9 Strategy  Strategies  Plans for achieving organizational goals  Mission  The reason for existence for an organization  Mission Statement  Answers the question “What business are we in?”  Goals  Provide detail and scope of mission  Tactics  The methods and actions taken to accomplish strategies

10 Planning and Decision Making

11 Strategy Example Rita is a high school student. She would like to have a career in business, have a good job, and earn enough income to live comfortably Mission: Live a good life  Goal: Successful career, good income  Strategy: Obtain a college education  Tactics: Select a college and a major  Operations: Register, buy books, take courses, study, graduate, get job Example 1

12 Examples of Strategies  Low cost  Scale-based strategies  Specialization  Flexible operations  High quality  Service

13 Strategy and Tactics  Distinctive Competencies The special attributes or abilities that give an organization a competitive edge.  Price  Quality  Time  Flexibility  Service  Location

14 Banks, ATMsConvenienceLocation Disneyland Nordstroms Superior customer serviceService Burger King Supermarkets Variety VolumeFlexibility Express Mail, Fedex, One-hour photo, UPS Rapid delivery On-time delivery Time Sony TV Lexus, Cadillac Pepsi, Kodak, Motorola High-performance design or high quality Consistent qualityQuality U.S. first-class postage Motel-6, Red Roof Inns Low CostPrice Examples of Distinctive Competencies

15 Operations Strategy  Operations strategy – The approach, consistent with organization strategy, that is used to guide the operations function.

16 Quality and Time Strategies  Quality-based strategies  Focuses on maintaining or improving the quality of an organization’s products or services  Quality at the source  Time-based strategies  Focuses on reduction of time needed to accomplish tasks

17 Time-based Strategies JANFEBMARAPRMAYJUN Planning Processing Changeover On time! Designing Delivery

18 Productivity  Productivity  A measure of the effective use of resources, usually expressed as the ratio of output to input  Productivity ratios are used for  Planning workforce requirements  Scheduling equipment  Financial analysis

19 Productivity  Partial measures  output/(single input)  Multi-factor measures  output/(multiple inputs)  Total measure  output/(total inputs) Productivity= Outputs Inputs

20 Productivity Growth Current Period Productivity – Previous Period Productivity Previous Period Productivity Productivity Growth =

21 Measures of Productivity Table 2.4 Partial Output Output Output Output measures Labor Machine Capital Energy Multifactor Output Output measures Labor + Machine Labor + Capital + Energy Total Goods or Services Produced measure All inputs used to produce them

22 Units of output per kilowatt-hour Dollar value of output per kilowatt-hour Energy Productivity Units of output per dollar input Dollar value of output per dollar input Capital Productivity Units of output per machine hour machine hour Machine Productivity Units of output per labor hour Units of output per shift Value-added per labor hour Labor Productivity Examples of Partial Productivity Measures Table 2.5

23 Example 3 7040 Units Produced Sold for $1.10/unit Cost of labor of $1,000 Cost of materials: $520 Cost of overhead: $2000 What is the multifactor productivity? Ans. 2.20

24 Example 3 Solution MFP =Output Labor + Materials + Overhead MFP =(7040 units)*($1.10) $1000 + $520 + $2000 MFP =2.20

25 Figure 2-2

26 Factors Affecting Productivity CapitalQuality TechnologyManagement

27  Standardization  Quality  Use of Internet  Computer viruses  Searching for lost or misplaced items  Scrap rates  New workers Other Factors Affecting Productivity

28  Safety  Shortage of IT workers  Layoffs  Labor turnover  Design of the workspace  Incentive plans that reward productivity Other Factors Affecting Productivity

29 Bottleneck Operation Figure 2.3

Are those characteristics of an organization's goods or services that cause them to be perceived as better than the competition?

Are the methods and actions taken to accomplish strategies?

How does marketing influence the competitiveness of an organization?

Which of the following are possible steps a company can take to continuously improve productivity?