Tài liệu quản lý vận hành - Chương 8 Chiến lược vị trí

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Chi n l ế ượ ị c v trí

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PowerPoint presentation to accompany Heizer/Render - Principles of Operations Management, 5e, and Operations

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Tóm l ượ c

♦ Gi i thi u công ty Tòan c u : FEDERAL EXPRESS ớ ệ ầ

♦ T M QUAN TR NG CHI N L Ầ Ọ Ế ƯỢ C C A V TRÍ Ủ Ị

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♦ Phân tích đi m hòa v n v trí ể ố ị

♦ Ph ươ ng pháp h ướ ng tâm

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M c tiêu c a vi c h c ch ụ ủ ệ ọ ươ ng này

Khi h c xong ch ọ ươ ng này ng ườ ọ i h c có th : ể

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Federal Express

♦ Nh n m nh vào v trí trung tâm ấ ạ ị

♦ Ư u đi m: ể

♦ D ch đ n đ ị ế ượ c nhi u v trí v i s chuy n bay ít h n ề ị ớ ố ế ơ

♦ Đ a hàng lên các chuy n bay k p th i h n ư ế ị ờ ơ

♦ Gi m đ ả ượ c các ch m tr và th t l c do ph i trung ậ ễ ấ ạ ả chuy n các chuy n bay vì công ty ch u trách nhi m ể ể ị ệ tòan b t khâu nh n – chuy n – phát cho khách hàng ộ ừ ậ ể

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M c tiêu c a chi n l ụ ủ ế ượ ị c v trí

C c đ i l i ích v v trí đ i v i ự ạ ợ ề ị ố ớ

công ty

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Các quy t đ nh v đ a đi m trong ế ị ề ị ể

công nghi p ệ

♦ T p trung vào ậ Chi phí

♦ Doanh thu thay đ i ít gi a hai đ a đi m ổ ữ ị ể

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Các quy t đ nh v v trí trong d ch v ế ị ề ị ị ụ

♦ Chi phí thay đ i ít gi a các th tr ổ ữ ị ườ ng

♦ V trí ch u nh h ị ị ả ưở ng ch y u b i doanh ủ ế ở thu

♦ Ả nh h ưở ng b i s l ở ố ượ ng khách hàng ti p xúc ế

♦ Ả nh h ưở ng b i s l ở ố ượ ng Doanh nghi p ệ

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Chu i các quy t đ nh v v trí ỗ ế ị ề ị Country

Region/Community

Site

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Các tiêu chí l a ch n ự ọ

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♦ Exchange rates and currency risks

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♦ Costs and availability of utilities

♦ Environmental regulations of state and town

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Factors Affecting Site

♦ Site size and cost

♦ Air, rail, highway, and waterway systems

♦ Zoning restrictions

♦ Nearness of services/supplies needed

♦ Environmental impact issues

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Location Decision Example

BMW decided to build its first major manufacturing plant outside Germany in Spartanburg, South Carolina

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Region/Community Decision Factors

♦ Labor

♦ Lower wages in South Carolina (SC)

♦ Government incentives

♦ $135 million in state & local tax breaks

♦ Free-trade zone from airport to plant

♦ No duties on imported components or on exported cars

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Country 3

Country 4

Technology

Rate of technology change Innovations in process design

3 5

5 3

2 1

1 5

Level of education

Number of skilled workers National education rate

5 4

4 1

3 1

4 2

Political and Legal Aspects Stability of government

Product liability laws Export restrictions

5 4 4

5 3 3

2 3 3

5 5 1

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CSF in Location Analysis -

Continued

Critical Success Factors Country

1 Country 2 Country 3 Country 4

Social and Cultural Aspects Similarity in language

Work ethic

5 4

1 2

5 3

4 1

Economic factors Tax rates

Inflation Availability of raw materials

Interest rates

3 3 2 3

3 5 4 4

2 5 3 2

5 5 5 5

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Global Competitiveness of

Countries

♦ Finland… ……….

♦ United States ……… ….

♦ Netherlands………

♦ Germany….……….….

♦ Canada ……….

♦ … ♦ Japan …… ……….….

♦ … ♦ Brazil ………… ………

♦ … ♦ Russia ……….….

♦ … ♦ Ecuador ……… …

♦ Bangladesh ………

♦ Honduras ………

♦ Bolivia……… …

1 2 3 4 11 15 35 58

72 73 74 75

2001 Ranking

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PowerPoint presentation to accompany Heizer/Render -

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♦ Retail Sales and Service

♦ Fast food restaurants, supermarkets, gas stations

♦ Drug stores, shopping malls

♦ Bakeries

♦ Services

♦ Doctors, lawyers, accountants, barbers

♦ Banks, auto repair, motels

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Location Evaluation Methods

♦ Factor-rating method

♦ Locational break-even analysis

♦ Center of gravity method

♦ Transportation model

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Factor-Rating Method

♦ Most widely used location technique

♦ Useful for service & industrial locations

♦ Rates locations using factors

♦ Tangible (quantitative) factors

♦ Example: Short-run & long-run costs

♦ Intangible (qualitative) factors

♦ Example: Education quality, labor skills

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entertainment, religious facilities)

♦ Foreign exchange Including rates and stability

♦ Quality of government (including stability, honesty, attitudes toward new business - whether overseas or local)

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Steps in Factor Rating Method

♦ List relevant factors

♦ Assign importance weight to each factor (such

as 0 – 1)

♦ Develop scale for each factor (such as 1 – 100)

♦ Score each location using factor scale

♦ Multiply scores by weights for each factor & total

♦ Select location with maximum total score

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♦ Method of cost-volume analysis used for industrial locations

♦ Steps

♦ Determine fixed & variable costs for each location

♦ Plot total cost for each location (Cost on vertical axis, Annual Volume on horizontal axis)

♦ Select location with lowest total cost for expected production volume

♦ Must be above break-even

Locational Break-Even Analysis

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year are $30k , $60k , & $110k respectively

Variable costs per case are $75 , $45 , & $25

respectively The price per case is $120 What

is the best location for an expected volume of

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Locational Break-Even Crossover Chart

0 50000 100000 150000 200000

lowest cost

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Center of Gravity Method

♦ Finds location of single distribution center serving several destinations

♦ Used primarily for services

♦ Considers

♦ Location of existing destinations

♦ Example: Markets, retailers etc

♦ Volume to be shipped

♦ Shipping distance (or cost)

♦ Shipping cost/unit/mile is constant

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Center of Gravity Method Steps

♦ Place existing locations on a coordinate grid

♦ Grid has arbitrary origin & scale

♦ Maintains relative distances

♦ Calculate X & Y coordinates for ‘center of gravity’

♦ Gives location of distribution center

♦ Minimizes transportation cost

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Center of Gravity Method Equations

dix = x coordinate of location i

Wi = Volume of goods moved to or from location i

diy = y coordinate of location i

C

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Coordinate Locations of Four Quain’s Department Stores and the Center of Gravity

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Transportation Model

♦ Finds amount to be shipped from several sources

to several destinations

♦ Used primarily for industrial locations

♦ Type of linear programming model

♦ Objective: Minimize total production

& shipping costs

♦ Constraints

♦ Production capacity at source (factory)

♦ Demand requirement at destination

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Worldwide Distribution of Volkswagens and Parts

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Components of Volume and Revenue for a Service Firm

1 Purchasing power of customer drawing area

2 Service and image compatibility with demographics of the customer drawing area

3 Competition in the area

4 Quality of the competition

5 Uniqueness of the firm’s and competitor’s locations

6 Physical qualities of facilities and neighboring businesses

7 Operating policies of the firm

8 Quality of manageme nt

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Drawing area, purchasing power Competition; advertising/pricing

Intangible and future costs

Attitude toward union Quality of life

Education expenditures by state Quality of state and local

government

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Location Strategies – Service vs Industrial

Service/Retail/Professional

Techniques Regression models to determine importance of various factors

Factor-rating method Traffic counts

Demographic analysis of drawing area

Purchasing power analysis of drawing area

Center of gravity method Geographic information systems

Goods Producing Location

Techniques Linear Programming

(Transportation method)

Factor-rating method Locational breakeven analysis

Crossover charts

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Location Strategies – Service vs Industrial

Service/Retail/Professional

Assumptions Location is a major determinate of revenue

High customer-contact issues are critical

Costs are relatively constant for a given area; therefore, the revenue function is critical

Goods-Producing Location

Assumptions

Location is a major determinate of cost Most major costs can be identified explicitly for each site

Low customer contact allows focus on identifiable costs Intangible costs can be evaluated

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Major Methods of Solving Location Problems

♦ Weighted methods which:

♦ Assign weights and points to various factors

♦ Determine tangible costs

♦ Investigate intangible costs

♦ Center of Gravity Method

♦ Find best distribution center location

♦ Location breakeven methods

♦ Special case of breakeven analysis

♦ Transportation method

♦ A specialized linear programming method

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♦ Presents a whole new perspective on the location problem

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Geographic Information Systems

♦ New tool to help in location analysis

♦ Enables combination of many parameters

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END

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Tiêu đề	Chiến lược vị trí
Trường học	University of Economics and Business - Vietnam National University
Chuyên ngành	Operations Management
Thể loại	trình bày PowerPoint
Thành phố	Hà Nội

Định dạng
Số trang	46
Dung lượng	1,15 MB