CH 2
CH 2
CH 2
2-1
Reasons to Globalize
Reasons to Globalize
Tangible 1. Reduce costs (labor, taxes, tariffs, etc.)
Reasons 2. Improve supply chain
3. Provide better goods and services
4. Understand markets
Intangible 5. Learn to improve operations
Reasons 6. Attract and retain global talent
2-2
Reduce Costs
2-3
Improve the Supply Chain
2-4
Provide Better Goods
and Services
2-5
Understand Markets
2-6
Learn to Improve Operations
2-8
Cultural and Ethical Issues
• Punctuality • Thievery
• Lunch breaks • Bribery
• Environment • Child labor
Intellectual
• • Wasta
property
2-9
Companies Want To Consider
2 - 10
Developing Missions and Strategies
2 - 11
Mission
2 - 12
Aramex
Figure 2.1
2 - 13
University of Jordan
Figure 2.1
2 - 14
Burj Khalifa
Figure 2.1
2 - 15
Factors Affecting Mission
Philosophy
and Values
Profitability
Environment
and Growth
Mission
Benefit to
Society
2 - 16
Sample Missions
Figure 2.2
2 - 17
Sample Missions
Figure 2.2
2 - 19
Sample Missions
Figure 2.2
2 - 20
Strategic Process
Organization’s
Mission
Functional
Area Missions
Finance/
Marketing Operations
Accounting
2 - 21
Strategy
2 - 22
Strategies for Competitive Advantage
2 - 23
Competing on Differentiation
2 - 24
Competing on Cost
2 - 25
Competing on Response
2 - 26
Goods and Services and
the 10 OM Decisions
Operations
Decisions Goods Services
Goods and Product is usually Product is not tangible
service design tangible
2 - 27
Goods and Services and
the 10 OM Decisions
Operations
Decisions Goods Services
Location Near raw materials and Near customers
selection labor
Table 2.1
2 - 28
Goods and Services and
the 10 OM Decisions
Operations
Decisions Goods Services
Supply chain Relationship critical to Important, but may not
final product be critical
2 - 29
Goods and Services and
the 10 OM Decisions
Operations
Decisions Goods Services
Maintenance Often preventive and Often “repair” and
takes place at takes place at
production site customer’s site
Table 2.1
2 - 30
Managing Global Service Operations
2 - 31
Process Design
Low
Competitive
Product Differentiation Low Cost
Advantage
2 - 33
Operations Strategies of Two Drug
Companies
Competitive
Product Differentiation Low Cost
Advantage
2 - 34
Operations Strategies of Two Drug
Companies
Competitive
Product Differentiation Low Cost
Advantage
Table 2.2
2 - 35
Operations Strategies of Two Drug
Companies
Competitive
Product Differentiation Low Cost
Advantage
Competitive
Product Differentiation Low Cost
Advantage
2 - 37
Issues In Operations Strategy
• Resources view
• Value-chain analysis
• Porter’s Five Forces model
• Operating in a system with many
external factors
• Constant change
2 - 38
Product Life Cycle
critical
process minor changes minimization
Frequent reliability
Optimum Overcapacity
product and
Competitive capacity in the
process design
product industry
changes Increasing
improvements
stability of Prune line to
Short production and options process eliminate
runs
Increase capacity items not
Long production
High production returning
Shift toward runs
costs good margin
product focus Product
Limited models Reduce
Enhance improvement and
capacity
Attention to distribution cost cutting
quality
Figure 2.4
2 - 40
SWOT Analysis
Mission
Internal External
Strengths Opportunities
Analysis
Internal External
Weaknesses Threats
Strategy
2 - 41
Strategy Development Process
Form a Strategy
Build a competitive advantage, such as low price, design, or
volume flexibility, quality, quick delivery, dependability, after-
sale service, broad product lines.
Figure 2.5
2 - 42
Strategy Development and Implementation
2 - 43
Key Success Factors
Support a Core Competence and Implement Strategy by
Identifying and Executing the Key Success Factors in the Functional Areas
Figure 2.6 2 - 44
Activity Mapping at
Southwest Airlines
Courteous, but
Limited Passenger
Service
Competitive Advantage:
Low Cost
High Frequent,
Aircraft Reliable
Utilization Standardized Schedules
Fleet of Boeing
737 Aircraft
Figure 2.7
2 - 45
Activity Mapping at
Southwest Airlines
Competitive Advantage:
Low Cost
Courteous, but
Limited Passenger
Service
Figure 2.7
2 - 47
Activity Mapping at Competitive Advantage:
Southwest Airlines
Low Cost
Courteous, but
Limited Passenger
Service
Courteous, but
Limited Passenger
Service
Courteous, but
Limited Passenger
Service
International
Cost Reduction Considerations
Strategy
Import/export or license
existing product
Examples:
Jordan’s Cement
Morocco's Phosphates
Co.
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 52
Four International Operations Strategies
High Figure 2.8
Cost Reduction Considerations
International Strategy
Import/export or
license existing
product
Examples:
Jordan’s Cement
Morocco's Phosphates
Co.
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 53
Four International Operations Strategies
High Figure 2.8
Cost Reduction Considerations
Global
Strategy
Standardized product
Economies of scale
Cross-cultural learning
International Strategy
Examples:
Petra Industries
Import/export or Al Zamil Group
license existing
product
Aramex
Examples
U.S. Steel
Harley Davidson
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 54
Four International Operations Strategies
High Figure 2.8
Global Strategy
Cost Reduction Considerations
Standardized product
Economies of scale
Cross-cultural learning
Examples:
Petra Industries
Al-Zamil Group
Aramex
International Strategy
Import/export or
license existing
product
Examples:
Jordan Cement
Morocco’s
Phosphates Co.
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 55
Four International Operations Strategies
Standardized product
Economies of scale
Cross-cultural learning Multidomestic
Examples: Strategy
Texas Instruments Use existing domestic
Caterpillar model globally
Otis Elevator
Franchise, joint
ventures, subsidiaries
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 56
Four International Operations Strategies
High Figure 2.8
Global Strategy
Cost Reduction Considerations
Standardized product
Economies of scale
Cross-cultural learning
Examples:
Texas Instruments
Caterpillar
Otis Elevator
Multidomestic Strategy
International Strategy Use existing
Import/export or domestic model globally
Franchise, joint ventures,
license existing
product subsidiaries
Examples: Examples:
Jordan Cement Tazaj
Morocco’s TcheTche
Phosphates Co. Afia
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 57
Four International Operations Strategies
Transnation
al
High Figure 2.8
Strategy
Move material,
Global Strategy people, ideas
across national
Cost Reduction Considerations
Standardized product
Economies of scale boundaries
Cross-cultural learning Economies of scale
Examples: Cross-cultural
Texas Instruments learning
Caterpillar
Otis Elevator Examples:
Almarai
Rani Beverage’s
Multidomestic Strategy
International Strategy Use existing
Import/export or domestic model globally
Franchise, joint ventures,
license existing
product subsidiaries
Examples Examples
U.S. Steel Heinz The Body
Harley Davidson Shop
McDonald’s Hard Rock
Cafe
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 58
Four International Operations Strategies
High Figure 2.8
Global Strategy Transnational Strategy
Cost Reduction Considerations
Multidomestic Strategy
International Strategy Use existing
Import/export or domestic model globally
Franchise, joint ventures,
license existing
product subsidiaries
Examples: Examples:
Jordan Cement Tazaj
Morocco’s TcheTche
Phosphate Co. Afia
Low
Low High
Local Responsiveness Considerations
(Quick Response and/or Differentiation)
2 - 59