Mgt-490, Presentation 7
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Transcript of Mgt-490, Presentation 7
Autumn, 2011
Course Title: STRATEGIC MANAGEMENT
Course Code: MGT--490
Submitted To- MOSLEH UDDIN KHALED
Submitted By[
Smita Dutta ID: 0831028
Iffat Mahmuda ID: 0821041
Akter Jahan Chisty ID: 0821022
Md. Shadlee Zahed Chy ID: 0931106
Date of Submission: 26th November, 2011
What is functional level strategy?
Functional-level strategy aimed at improving the effectiveness of a company’s operations
and thus its ability to attain superior efficiency, quality, innovation and customer
responsiveness.
It is important to keep in mind the relationship among functional strategies, distinctive
competencies, differentiation, low cost, value creation, and profitability. The distinctive
competencies shape the functional level strategies, that a company can pursue and that
managers, through their choices with regard to functional level strategies, can build
resources and capabilities that enhance a company’s distinctive competencies. (Charles W.
L. Hill and Gareth R. Jones, Page-110)
Achieving superior efficiency:
In here we review the steps that companies can take at the functional level to increase
their efficiency and thereby lower their cost structure. Such as---
Production and efficiency.
Marketing and efficiency.
Materials management, jit, and efficiency.
R & D strategy and efficiency.
Achieving superior innovation
Achieving superior customer responsiveness. (Charles W. L. Hill and Gareth R. Jones,
Page-111)
Production of efficiency:
Under production of efficiency it has steps, which is given billow—
Economies of scale: Economies of scale are unit cost reduction associated with a
large scale of output .It is very important for managers to understand how the
cost structure of their enterprise varies with output because this understanding
should help to drive strategy.
Example- If unit will fall significantly as output is expand that is, if there are significant
economies of scale a company may benefit by keeping price down and increasing
volume. (Charles W. L. Hill and Gareth R. Jones, Page-111)
Learning effects: Are the cost savings that comes from learning by doing. Labor,
for example leans by repetition how best to carry out a task. Therefore, labor
productivity increase over time, and unit costs fall as individuals learn the most
efficient way to perform a particular task. Equally important, management in
facilities typically learns over time how best to the new operation. Hence,
production costs decline because of increasing labor productivity and
management efficiency. Japanese companies like Toyota are noted for making
learning a central part of their operating philosophy. (Charles W. L. Hill and Gareth R.
Jones,, Page-113)
The experience curve: It refers to the systematic lowering of the cost structure,
and consequent unit cost reduction, that have been observed to occur over the life
of a product. According to the experience curve concept, unit manufacturing
costs for a product typically decline by some characteristic amount each time
accumulated output of the product is doubled. (Charles W. L. Hill and Gareth R. Jones,,
Page-114)
Flexible manufacturing technology: It is sometime called –covers a range of
manufacturing technologies designed to reduce setup times for complex
equipment, increase the use of individual machines through better scheduling,
and improve quality control all stages of manufacturing process. Flexible
manufacturing technology allow the company to produce a wider of end product
at a that at one time could be achieved only mass production of a standardized
output. (Charles W. L. Hill and Gareth R. Jones,, Page-117)
Mass customization: It has been coined to describe the ability of companies to
use flexible manufacturing technology to reconcile two goals that were once
thought to be incompatible: low cost and differentiation through product
customization. Flexibility manufacturing technologies vary in their sophistication
and complexity. (Charles W. L. Hill and Gareth R. Jones,, Page-117)
Flexible machine cells: Flexible machine cells are another common flexible
manufacturing technology. A flexible machine cell is a grouping of various types
of machinery, a common materials handler, and a centralized cell normally
contains four to six machines capable of performing variety of operations that but
dedicated to producing a family of parts or products. The settings on the
machines are computer controlled, which allows each cell to switch quickly
between the production of different parts or products. (Charles W. L. Hill and Gareth
R. Jones,, Page-118)
Marketing and efficiency:
It refers to the position that a company takes with regard to
pricing, promotion, advertising, distribution. Some of the steps leading to greater
efficiency are fairly obvious. It has some strategy such as—
Product design
Advertising
Promotion
Pricing
Distribution.
Example: Riding down the experience curve to achieve a lower cost structure can be
facilitated by aggressive pricing, promotion, and advertising all of which are task of the
marketing function. (Charles W. L. Hill and Gareth R. Jones,, Page-119)
Materials management, JIT, and efficiency:
The contribution of materials management to boosting the
efficiency of a company can be just as dramatic as the contribution of production and
marketing.
Material management :
It encompasses the activities necessary to get inputs and
components to a production facility, through the production process, and out through a
distribution to the end-user. Because there are so many sources of cost in this process, the
potential for reducing costs through more efficient material management strategies is
enormous. (Charles W. L. Hill and Gareth R. Jones, Page-121)
Just-in-time:
It is an inventory system, designed to economize on
inventory holding costs by having components arrive at a manufacturing plant just in
time to enter the production process or to have goods arrive at a retail store only when
stock is almost depleted. The major cost saving comes from increasing inventory
turnover, which reduces inventory holding costs, such as warehousing and storage costs,
and the company’s need for working capital. (Charles W. L. Hill and Gareth R. Jones, Page--121)
R & D Strategy and Efficiency:
The role of research and development(R & D) in helping a company achieve a greater
efficiency and a lower cost structure is twofold. First, the R & D function can boost
efficiency by designing products that are easy to manufacture. Such as
1) By cutting down on the number of parts that make up a product
2) R & D can dramatically decrease the required assembly time
3) Design for manufacturing requires close coordination between the production
and R & D function of the company.
The second way in which the R & D function can help a company achieve a lower cost
structure is by pioneering innovation. A process innovation is an innovation in the way
production processes operate that improves their efficiency. (Charles W. L. Hill and Gareth R.
Jones, Page- 123)
Achieving Superior Innovation:
In many ways building distinctive competencies that result in innovation is the most
important sources of the competitive advantage. Thus, the ability to develop innovative
new products or processes gives a company a major competitive advantage that allows it
to (1) differentiate its products and charge a premium price and/or (2) lower its structure
below that of its rivals. (Charles W. L. Hill and Gareth R. Jones, Page-135)
The High Failure Rate of Innovation:
While many reasons have been advance to explain why so many new products fail to
generate an economic return, five explanations for failure appear on most lists-
a) Uncertainty: New –product development is an inherently risky process. The
failure rate is higher for quantum product innovations than for incremental
innovation. A quantum innovation represents a radical departure from
existing technology- the introduction of something that is new to the world.
Incremental innovation refers to an extension of existing technology. (Charles
W. L. Hill and Gareth R. Jones, Page- 136)
b) Poor Commercialization: A second reason frequently cited to explain the
higher failure rate of new products introductions is poor commercialization-
something that occurs when there is definite customer demand for new
product, but the product is not well adapted to customer needs because of
factors such as poor design and poor quality. (Charles W. L. Hill and Gareth R.
Jones, Page-136)
c) Poor Positioning Strategy: Poor positioning strategy arises when a introduces
a potentially new products, but fail to materialize because it is poorly
positioned in the market place. (Charles W. L. Hill and Gareth R. Jones, Page-137)
d) Technological Myopia: Technological myopia occurs when a company gets
blinded by the wizardry of a new technology and fails to examine whether
there is customer demand for the product. (Charles W. L. Hill and Gareth R. Jones,
Page-137)
e) Being Slow to Market: Finally companies fail when they are slow to get their
products to market. The more time that elapses between initial development
and final marketing- that is, the slower the “cycle line”- the more likely it is
that someone else will beat the company to market and gain first mover
advantage. (Charles W. L. Hill and Gareth R. Jones, Page-137)
Achieving Superior Customer Responsiveness:
To achieve superior responsiveness to customer, a company must give customer what
they want, when they want it, and at a price they are willing to pay- so long as the
company’s long term profitability is not compromised in the process.
Focusing to customer: Thus, the step to building superior responsiveness to
customer is to motivate the whole company to focus on the customer. (Charles W. L.
Hill and Gareth R. Jones, Page-142)
i) Demonstrating Leadership: Customer focus must start at the top of the
organization. A commitment to superior responsiveness to customers
brings attitudinal changes throughout a company that ultimately can be
built only through strong leadership. (Charles W. L. Hill and Gareth R. Jones,
Page-142)
ii) Shaping Employee Attitudes: Leadership alone is not enough to attain a
superior customer focus. All employees must see the customer as the focus
of their activity and be trained to focus on the customer, whether their
function is marketing, manufacturing, R&D, or accounting. The objective
should be to make employee think of themselves and customer- to put
themselves in customers’ shoes. At that point, employees will be better
able to identify ways to improve the quality of a customer’s experience
with the company. (Charles W. L. Hill and Gareth R. Jones, Page-143)
iii) Bring Customers into the Company: “Know thy customer” one of the keys
to achieving superior responsiveness to customer. Knowing the customer
not only the requires that employees think like customers themselves; it
also demand that they listen to what their customers have to say, as much
as possible bring them into the company. Although this may not involve
physically bringing customers into the company, it does mean bringing in
customers’ opinions by solicitor feedback from customers on the
company’s goods and services and by building information system that
communicate the feedback to the relevant people. (Charles W. L. Hill and
Gareth R. Jones, Page-143)
Satisfying Customer Needs: Once a focus on the customer is an integral part of
the company, the next requires is to satisfy the customer needs that have been
identified. Companies can provide a higher level of satisfaction if they
differentiate their products by (1) customizing them, where possible, to the
requirements of individual customer and (2) reducing the time it takes to respond
to or satisfy customer needs. (Charles W. L. Hill and Gareth R. Jones, Page-144)
i) Customization: Customization is varying the features of a good or service
to tailor it to the unique needs or tastes of groups customers or; in the
extreme case, individual customers. Although extensive customization can
rise cost, the development of flexible manufacturing technologies has
made it possible to customize products to a much greater extent than was
feasible ten to fifteen years ago without experiencing a prohibitive rise in
cost structure. (Charles W. L. Hill and Gareth R. Jones, Page-144)
ii) Response Time: Giving customers what they want when they want it
requires speed of response to customer demands. To gain a competitive
advantage, a company must often respond to customer demands very
quickly. (Charles W. L. Hill and Gareth R. Jones, Page-144)
References:
Book name & Author: Strategic Management, Charles W. L. Hill and Gareth R. Jones, 2007 (7th edition)
City of Publication: Boston New York,
Publisher Name: Jeorge T. Hofman.