3.4 Flashcards
Operational objectives
- Corporate objectives
- HRM objectives
- Financial objectives
- Marketing objectives
- Efficiency and productivity
- Capacity management
What is operational managment
The management of processes activities and decisions relating to the way goods and services are produced and delivered
Key tasks of operations management
- Add value
- Operate efficiently
- Manage resources
- Coordinate supply chain
- Ensure quality
Transformation process
Inputs –> Transformation process –> Outputs
- The transformation process describes what happens inside the business
- This is where value is added to inputs to create outputs
Key types of Operational objectives
- Cost & Volume
- Quality
- Efficiency & flexibility
- Environmental
Cost and volume objectives
- Business needs to ensure that operations are cost-effective
- Traditional measures of cost-effectiveness is “unit cost” (total costs divided by total units)
- Businesses in the same industry face similar cost structures, but each varies in terms of productivity, efficiency and scale of production
- The business with the lowest unit cost is in a strong position to be able to compete by being able to offer the lowest price of make the highest profit margin
Examples:
- Productivity & Efficiency (e.g. units per week or employee
- Unit cost per item
- Contribution per unit
- Number of items produce (per time period or per machine)
Business need for quality
- Quality is one of the most important challenges facing a business
- Markets are more competitive: Customers are more:
> Knowledgeable
> Demanding
> Prepared to complain about poor quality
> Able to share information about poor quality - If a business can develop a reputation for high quality, then it may be able to create an advantage over its competitors
Quality objectives
- Scrap/ defect rates: A measure of poor quality
- Reliability - How often something goes wrong; average lifetime use
- Customer satisfaction
- Number/ incidence of customer complaints
- Customer loyalty
- Percentage of on time delivery
Efficiency & Flexibility objectives
- Closely linked to cost targets
- Look at how effectively the assets of the business are being utilised
- Also measure how responsive the business can be to short-term or unexpected changes in demand
- Efficiency and flexibility are key determinates of unit costs
Examples
- Labour productivity
> Output per employee, units produced per production line and sales per shop
- Capacity utilisation
> The proportion of potential output actually being achieved
- Order lead times
> The time taken between receiving and processing an order
- Output per time period
> Potential output per week on a normal shift basis; potential output assuming certain levels of capacity utilisation
Environmental objectives
- An increasingly important focus of operational objectives
- Businesses face more stringent environmental legislation
- Customers increasingly base their buying decisions on firms that take environmental responsibility seriously
Examples:
- Use of energy efficiently
- Proportion of production packaging materials that are recycled
- Compliance with waste disposal regulations/ proportion of waste to landfill
- Supplies of raw material from sustainable sources
Added value
- Adding value is the process of turning materials or ideas into a finished product or service and selling for a higher price
- To add value the selling price needs to be higher than all the costs
Examples
- Raw cotton
- T-shirt
- Branded t-shirt
- Designer branded t-shirt
The importance of innovation
- Innovation is about putting a new idea or approach into action
- Innovation is commonly described as the commercially successful exploitation of ideas
The difference between Invention & Innovation
Invention
- Formulation of new ideas for products or processes
Innovation
- Practical application of new inventions into marketable products of services
Types of innovation
Product innovation
- Launching new or improved products or service on to the market
Process innovation
- Finding better or more efficient ways of producing existing products, or delivering existing services
Benefits of product innovation
‘First mover advantage’ - which include the following
- Higher prices and profitability
- Added value
- Opportunity to build early customer loyalty
- Enhanced reputation as an innovative company
- Public relations - e.g. news coverage
- Increased market share
Benefits of process innovation
- Reduced costs
- Improved quality
- More responsive customer service
- Greater flexibility
- Higher profits
Internal influences on operational objectives
Corporate objectives
- As with all the function areas corporate objectives are the most important internal influence as operations objectives should not conflict with corporate objectives
Finance
- Operations decisions often involve significant investment and cost
- The financial position of the business directly affects the choices available
Human resources
- For a services business in particular the quality and capacity of the workforce is a key factor affecting operations objectives. Targets for productivity will be affected by the investment in training and the effectiveness of workforce planning
Marketing issues
- The nature of the product determines the operational set-up
- Regular changes to the marketing mix may place stains on operations, particularly if production is relatively inflexible
External influences on operational objectives
Economic environment
- Crucial for operations. Sudden or short term changes on demand impact on capacity utilisation and productivity. Changes in interest rates impact on the cost of financing capital investment in operations
Competitor efficiency flexibility
- Quicker, more efficient or better quality competitors will place pressure on operations to deliver at least comparable performance
Technological change
- Also very significant especially in markets where product life cycles are short, innovation is rife and production processes are costly
Legal & environmental change
- Greater regulation and legislation of the environmental places new challenges for operations objectives
Capacity
The capacity of a businesses is a measure of how much output it can achieve in a given period
Examples
- A fast food outlet may be able to serve 1,000 customers per hour
- A call-centre may be able to handle 10,000 calls per day
- A football stadium could seat no more than 45,000 fans at each match
- A car production line may be able to complete 50,000 cars per year
Capacity is a dynamic concept
Capacity can change
- E.g. when a machine is having maintenance, capacity is reduced
- Capacity is linked to labour e.g. by working more production shifts, capacity can be increased
Capacity needs to take account of seasonal or unexpected changes in demand
- E.g. chocolate factories need capacity to make easter eggs in December before shipping to shops after Christmas
- E.g. Ice cream factories in the UK needed to quickly increase capacity during a heat wave
Capacity utilisation
The proportion (percentage) of a businesses capacity that is actually being used over a specific period
Formula (Expressed as a %):
Actual levels of output
————————————- x100
Maximum possible output
Why capacity utilisation matters
- It is a useful measure of productive efficiency since it measures whether there are unused (idle) resources in the business
- Average production costs tend to fall as output rises - so higher utilisation can reduce unit costs, making a business more competitive
- Businesses ai to produce as close to full capacity as possible in order to minimise costs
- A high level of capacity utilisation is required if a business has a high break-even output due to significant fixed costs of production
The costs of capacity
Since capacity is all about the output a business can achieve, it is easy to see what costs are involved in making that capacity available
The key cost of capacity:
- Equipment - e.g. production line
- Facilities - e.g. building rent
- Labour - wages and salaries of employees involved in production or delivering a service
Why most businesses operate below capacity
Reason
- Lower than expected market demand
Example
- A change in customer tastes
Reason
- A loss of market share
Example
- Competitors gain customers
Reason
- Seasonal variation in demand
Example
- Weather changes lead to lower demand
Reason
- Recent increase in capacity
Example
- A new production line has been added
Reason
- Maintenance and repair programmes
Example
- Capacity is temporarily unavailable