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INTRODUCTION TO OPERATION
MANAGEMENT,
COMPETITIVE STRATEGY,
COMPETITIVE ADVANTAGE,
TIME BASED COMPETITION
TABLE OF CONTENTS
SR.NO PARTICULARS SR.NO
1 PRODUCTION MANAGEMENT 1
2 OPERATIONS MANAGEMENT IN 1
PLANNING CRITERIA
3 IMPORTANCE OF 2-3
PRODUCTION/OPERATIONS
MANAGEMENT
4 THE PRODUCTION 4
(MANUFACTURING) FUNCTION
5 OPERATION CONCEPT OF 4
PRODUCTION
6 PRODUCTION AS THE CONVERSION 5-6
PROCESS
7 PRODUCTIVITY OF CONVERSION 7
PROCESS
8 OBJECTIVES OF PRODUCTION 8
MANAGEMENT
9 COMPONENTS OF PRODUCTION 9-11
FUNCTION
10 FACILITIES (PLANT) LAYOUT AND 11-14
MATERIALS HANDLING
11 HISTORY OF PRODUCTION 14-19
MANAGEMENT
12 OPERATIONS STRATEGY 19-27
GENERIC ENTERPRISE STRATEGIES 28-30
AND THE OPERATIONS FUNCTION
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Many people ask the question "Why do I need to know about production and
operations management or for that matter any other area, when basically I am a
finance (or accounting or marketing or HR) person?" In large organizations, many
people do not know what is happening in other departments, except their own. I call
this "Frog in a Pond" syndrome. There was a time when one could escape with this
thinking, but not any more. It has become imperative that all people in all functions
have at least a rudimentary understanding of all the areas of management.
Acquiring cross functional knowledge and skills is the need of the hour. However, a
good understanding of operations or production management is a must for all.
In Economics, we have the supply and demand equation for goods and services. The
Production/Operations side of business management deals with the supply side,
whereas the Marketing side deals with the demand.
Financial managers can plan for capacity expansion and will be able to better
understand inventories before they demand its reduction. They can also plan their
future cash flow requirements for new machines, labor, materials, energy and
overheads - just as if cash were another raw material.
Accountants and Controllers need to learn about modern computer based production
and inventory control systems which can provide cost, accounting information,
capacity utilization, various ratios, inventory valuation, cost of good sold and other
information for internal controls, auditing and financial reporting. Internal auditors
need to understand these to carry out their functions properly.
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and HRD managers can start appreciating the complexities of job design, functions
and the skills required to perform the jobs effectively. This understanding will
enable them design training programs, compensation systems and in proper
recruitment and selection of people.
Purchase managers are more than just buyers. Efficient purchasing can make a big
difference in highly competitive industries. Let us say the cost of making a product
is 90 and the selling price is 100. A good purchasing man comes in and manages to
reduce the purchase cost by 10% thus making the CP to 81. The selling price
remains the same because of extreme competitive pressure. The contribution or
profit goes up from 10 to 19.
One would observe that a 10% reduction in costs has led to 90% increase in profits!
If the manufacturing person also manages to reduce the other cost of manufacturing,
it is still better.
ASSET CONCENTRATION:
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The production (or manufacturing) management since long has been associated with
a factory situation where goods arc produced in physical sense. Factory has been
defined –
As any premises in which persons are employed for the purpose of making, altering,
repairing, ornamenting, finishing, cleaning, washing, breaking, demolishing, or
adopting for sale, any article.
An operation may be defined "as the process of changing inputs into outputs thereby
adding value to some entity". The value is added to the entity by one or more of the
following ways: -
Alteration refers to the change in form or state of inputs. Such a change may be
physical as in any machine shop or press shop or assembly shop operation, or
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Transportation refers to the movement of the entity from one place to another. The
entity has more value if it is located at somewhere other than where it currently is.
Inspection refers to the process of verification of entity for its properties and
thereby taking more informed decisions concerning their purchase, use repair etc.
Since production is the process of changing inputs into output, every organization
therefore, can be considered essentially as the conversion system.
The inputs to the production system are raw materials, parts, consumables, energy,
engineering details, production schedules, information technology, capital or
management and output are the produced goods, transported goods, delivered
messages, cured patients, serviced customers.
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FOR EXAMPLE
In a manufacturing organization like steel plant, inputs are, materials like iron ore,
coke, lime stone, dolomite, etc., labor, machines, capital and outputs are steel
sections like channels, rods, bars, sheets, etc. In a service, organizations like banks,
inputs are customers and outputs are serviced customers.
In a public transport, inputs are commuters and outputs are serviced (or transported)
Commuters.
In a post and telegraph office, inputs are letters or messages and outputs are
delivered letters/messages.
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Productivity = Output/Input
= Goods and services / Capital, manpower, materials, machines, land and building.
The higher the productivity of production system, more efficient the production
function is said to be.
Idling of the resources (e.g. materials waiting in the form of inventory, in stores,
machines waiting to be loaded, job orders waiting to be processed, patients waiting
to be attended etc.) be attended etc.)
Higher conversion costs (higher costs resulting from inefficient methods, poor
quality of tools, bad conditions of machines, wrong selection of materials, poorly
trained operators, ineffective supervision).
Higher total throughput time (due to waiting time, hunting time, queuing time,
buried waiting time etc). In an efficient production function, wastes of all kinds must
be eliminated or minimized.
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Right quality, right quantity, right time and right price, are the four basic
requirement of the customers and as such they determine the extent of customer
satisfaction. And if these can be provided at a minimum cost, then the value of
goods produced or services rendered increases. Thus the objectives of production
management are "to produce goods and services of the right quality, in the right
quantities, according to the time schedule and at a minimum cost".
Producing the right kind of goods and services that satisfy customers' needs
(effectiveness objective).
Maximizing output of goods and services with minimum resource inputs (efficiency
objective).
Ensuring that goods and services produced conform to pre-set quality specifications
(quality objective).
Minimizing throughput time - the time that elapses in the conversion process - by
reducing delays, waiting lime and idle, time (lead time objective).
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The right kind of products and good design of the products are. Crucial
for the success of an organization. A wrong selection of the product
and/or poor design of the products can render the company's operations
ineffective and non-competitive. Product/services, therefore, must be
chosen’ after detailed evaluation of the product/services alternatives in
conformity with the organization’s objectives. —Techniques like value
engineering may be employed in creating alternate designs, which are
free from unnecessary features and meet the intended functions at the'
lowest cost.
Plant location decisions are strategic decisions and once plant is set up at
a location, it is comparatively immobile and can be shifted later only at a
considerable cost and interruption of production. Although problem of
locational choice does not fail within preview the production function and
it occurs infrequently, yet it is of crucial, importance because of its major
effect on the performance of every department including production.
Therefore, it is important to choose the right location which will
minimize total delivered-customer cost (production and distribution cost).
Locational decisions involve evaluation of locational alternatives against
multiplicity of relevant factors considering their relative importance to
the organization and selecting those which are operationally
advantageous to the organization.
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CAPACITY PLANNING: -
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INVENTORY CONTROL
Work study, also called time and motion study, is concerned with of
improvement of productivity in the existing jobs and the maximization of
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Method study has been defined (BS 3138). as the; systematic recording
and critical examination of the existing and proposed ways of doing
work, as a means of developing and applying easier and more, effective
methods and reducing costs. Method study when applied to production
methods yields one or more (of the following benefits: -
• Manpower planning
• Production scheduling
• Cost estimating
• Cost reduction and cost control
• Financial incentives
• Manufacturing process selection
• Measuring employee progress
• Maintenance and replacement
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History of production management though not very old but it has passed
through various stages to reach its present formidable stage. Its roots go
back to the concept of "division of labor" advocated by Adam Smith in
his book. "The wealth of Nations" in 1776. Major contributors to the
development of production management, beginning with Adam Smith
(1776) are as under: -
Attention to the scientific production management for the first time was
drawn by the great Scottish economist, Adam Smith. Through his book
titled 'The Wealth of Nations', Adam Smith advocated division, of labor.
He gave three major benefits of the division of labor.
Workmen performing work in repetition attain higher skill and greater
dexterity. Saving in time result while changing from one activity to
another. Improvement in production methods result when workmen are
made to specialize on certain tasks. Since division of labor concept was
later to serve foundation of many other concepts, Adam Smith can be said
to be the originator of the concept of production management.
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• Selection of best worker for each particular task and then training
and developing .the workmen (in place of old practice of allowing a
'workman, to choose his won work and get himself trained as best as
he could) on individual basis.
• The task under study should be analyzed part by part, each part
being called an element.
• Elements should be examined and those which do not form part of
the work cycle should be dropped.
• Elements should be timed accurately using stop watch.
• A small allowance of time should be added to the time of each
element to compensate for the unforeseen contingencies.
• Elements should Declassified and carefully defined to enable future
reference.
HENRY FORD: -
Henry Ford gave to the world concept of mass production and organized
work stations (into a conveyors assembly line)
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Henry Gantt made his best known contribution (1913) using a visual
diagrammatic tool which is popularly known as "Gantt chart". This visual
diagrammatic tool still remains a •practical tool even today: for charting
the production schedules and machine load schedules.
F.W. Harris developed the first economic lot size (EOQ) model which is
still recognized as the classical work in the scientific inventory control
system. The present day-inventory models are essentially the
refinements of Wilson’s economic lot size formula. The contribution of
F.W. Raymond in this regard is also note worthy.
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Production management today is over 200 years old since Adam' Smith.
Lot of changes has taken place. The industry today has well planned
layouts, materials handling equipments, vast buildings to accommodate
manufacturing facilities and trained manpower. Manufacturing activity is
organized into line production. A large number of SPMs have been
installed. The industry is today well informed. It has better knowledge of
materials, machines and labor. JA number of training institutes is there in
the country to impart training to workmen. Many Management institutes
have sprung up to train production managers of tomorrow. There are
several worker education centres in India who undertake training of labor.
Many a management consultants are the in our country to help industry to
conduct diagnostic surveys and offer consultancy services. Besides,
change in technology, there has been tremendous growth of techniques
and knowledge. In past, the education-was limited to knowledge of art,
literature, languages but today it has vast scope. Today, production man is
required to know commerce, economics, and technology. Production
management thus includes all this.
What is Strategy?
• Marketing
• Sales
• Target Markets
• Product line
• Finance & Control
• Engineering & Research and Development
• Labor
• Purchasing
• Production
• Distribution
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Corporate Mission
Assessment Distinctive
of Global Competencies
Business Strategy
Business or
Conditions Weaknesses
Product/Service Plans
Competitive Priorities
Operations Strategy
Although all the elements of operation strategy are important and all need
to be woven together, if positioning the productive system is wrong, the
operation strategy will be ineffective. If production is not made the part
of corporate strategy, there is likelihood that there is mismatch between
systems and markets is high, with resulting conflicts between production
function and marketing functions. Analyzing the firm's product portfolio
in marketing terms means considering
• the stage the firm occupies in its product life cycle
• whether to imitate or innovate
• the focus/coherence of the product range
As a product moves in the PLC from launch to growth, market maturity,
and, possibly to eventual decline - there are important implications for the
operations manager.
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2) CAPACITY DECISIONS
ILLUSTRATION:
Thus poor capacity decisions can virtually negate good operation strategy
in other dimensions. The illustration stated above dealing with capacity
decisions suggests the importance of capacity decisions. In fact, these
kinds of decisions are the most significant ones made in terms of the
amount of capital involved and amount of care which they should be
made from the strategic point of view. The risks are great because future
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design standards? Higher quality than needed adds to costs and may not
be required competitively. Of course the firm may wish to be an
innovator/leader in terms of product/service design - an operation has to
be able to respond.
There should not be any distinction between long term strategic issues
and short term operating ones.
7) SUPPLIERS AND VERTICAL INTEGRATION:
COMPETITIVE ADVANTAGE
• Cost
• Quality
• Dependability as a supplier
• Flexibility/service
COST
originally thought that the cost improvement was simply the result of a
learning effect among workers, reflecting the development of skill and
dexterity that occurs when a task is performed repeatedly. Now, however,
this effect, is recognized as resulting from a wide variety of additional
sources, such as improved production methods and tools, improved
product design, standardization, improved material utilization, reduction
of system inventories, improved layout and flow, economies of scale, and
improved organization. The entire effect might be called organizational
learning. Actually, the worker learning effect. Although all the
dimensions of production performance are important in competitiveness
the cost factor is one factor that is particularly crucial for survival.
QUALITY
DEPENDABILITY AS A SUPPLIER
FLEXIBILITY/SERVICE
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DIFFERENTIATION
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its position. Its customers have greater brand loyalty and, therefore, less
price sensitivity. Differentiation draws higher margins, so the higher costs
are less important. Barriers to entry are provided, and higher margins
make potential competition from suppliers’ forward integration less
important. Still there are risks. Customers will tolerate only some
maximum premium for uniqueness. If cost control becomes lax or if the
cost of providing the uniqueness is beyond the customers’ willingness to
pay, then advantage can turn to disadvantage. Since many of the ways of
providing high quality, innovation, and flexibility are labor intensive,
inflation in labor costs relative to the inflation in the costs of other factors
can price the product out of the market.
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● She takes the C-Kanban from the container she just emptied.
● She finds a full container of the needed part in storage.
●She places the C-Kanban in the full container and removes the P-
Kanban from the full container and places it on a post at Work Center #1.
● She takes the full container of parts with its C-Kanban back to Work
Center #2.
CONTAINERS IN A KANBAN SYSTEM
●Kanban is based on the simple idea of replacement of containers of
parts, one at a time.
●Containers are reserved for specific parts, are purposely kept small, and
always contain the same standard number of parts for each part number.
●At Toyota the containers must not hold more than about 10% of a day’s
requirements.
●There is a minimum of two containers for each part number, one at the
upstream “producing” work center and one at the downstream “using”
work center.
STREAM OF VARIATION ANALYSIS (SOVA)
Manufacturers in the 21st century will face frequent and unpredictable
market changes.These changes include rapid-frequency introduction of
new products, increased demandfor new products and mix of products,
new parts for existing products, and overall newprocess technologies. To
gain the competitive advantage, manufacturing companies must be able to
analyze, predict and optimize manufacturing system performance during
the design phase (that is, do all design in the first time right “FTRDesign”
approach) and be able to identify and isolate root causes of all faults
during ramp-up time (do all fault isolation in the first time right
“FTRDiagnosis” approach).This leads to a new manufacturing strategy
namely, math-based SOVA system working in “FTRDesign/Diagnose”
mode for product/process performance analysis. In the last decade, the so-
called stream of variation analysis (SOVA) methodology has been
proposed and developed to overcome the aforementioned challenges
(Ceglarek and Shi, 1994, 1995,1996; Apley and Shi, 1998; Hu, 1997;
Ding, Ceglarek, and Shi, 2000, 2002a, 2002b; Ding,Shi, and Ceglarek,
2002c). SOVAis a generic math model for variation propagation analysis
in multistage manufacturing systems. SOVAintegrates multivariate
statistics, control theory as well as design/manufacturing knowledge
(CAD/CAM models) into a unified framework.
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• In the design phase, the SOVA can be used for analysis, prediction, and
optimization
of manufacturing system performance following the concept of
“FTRDesign”. Given the
process and tooling design information, SOVA can simulate the variation
propagating
throughout the process and then predict the final product-dimensional
variation and resultant product geometry.
• In the production ramp-up phase, SOVA can be used to identify and
isolate fault root
causes following the concept of “FTRDiagnosis”. Given the process and
tooling design
information, SOVA can demonstrate high responsiveness in identifying
and isolating
root causes of dimensional variation, that is, identifying the most severe
dimensional
faults, localizing the critical stations contributing most to the final
product variation and
speedily isolating the root causes of dimensional faults—achieving faster
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CASE STUDY:
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acquired a 51% stake in Delhi based DLF Cement for Rs 3.5 billion. DLF
Cement had started its operations in 1997 in Rajasthan with a plant of
capacity 1.4 mtpa. After this merger, GACL became the fourth largest
cement manufacturer in India after ACC, L&T and Grasim.
In the same month, GACL also acquired a 7.2% stake in Associated
Cement Companies (ACC) for Rs 4.55 billion. ACC was the largest
manufacturer of cement in India. With 14 manufacturing units in India, it
had a total capacity of over 11 mtpa. It was one of the largest integrated
cement companies in the world.
By the late 1990s, GACL had emerged as one of the most energy efficient
and technologically advanced cement manufacturers in India. In
December 2001, GACL began trial production at a new 2 mtpa plant in
Chandrapur, Maharashtra, taking its total capacity to 12.5 mtpa (Refer
Exhibit I). For the financial year 2000-01, the company recorded a
turnover of Rs 12.52 billion and a net profit of Rs 1.5 billion (Refer
Exhibit II). GACL had a large distribution network of 11,500 outlets. It
was one of the first cement companies in the country to recognize the
importance of brand building. The company's cement, sold under the
Gujarat Ambuja brand name, enjoyed good brand equity and sold at a
premium. The company was the overall market leader in the Indian
cement industry
GACL was not only the market leader, it ALSO ranked very high on the
profitability criteria. Its new plants, use of better quality limestone,
innovative energy management efforts, and strong retail presence in
Mumbai, Gujarat and Punjab gave it a strong edge over its peers .Its cost
per rupee of sales was much lower than most of its competitors, resulting
in much better operating margins
Industry observers unanimously agreed that GACL was the most efficient
cement manufacturer mainly because of its operational excellence. The
company had done well in spite of the fluctuations in the cement industry
by adopting aggressive productivity improvement and cost-cutting
measures. GACL had won a host of awards for management excellence,
quality, business strategy and environment management (Refer Exhibit
III). Ever since its inception, the company believed in doing things in an
innovative and unconventional way, so as to reap benefits in new ways,
using new methods...
2).Working Hard towards Operational Excellence
According to analysts, GACL's strategic farsightedness was evident in its
decision to locate its plants in backward areas, so as to take advantage of
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substantial sales tax and income tax incentives. GACL's units in the states
of Gujarat, HP and Punjab also received sales tax incentives. This was
possible as all new investments in cement after 1986 enjoyed a sales tax
benefit of up to 90% of the value of fixed assets for a period of 14 years...
Enhancing Productivity
GACL worked hard to reduce mining expenses. Cement companies
normally operate their own limestone mines. Mines were not only
extremely destructive environmentally, they were also expensive to
operate. The explosives used for mining were on the negative list of
imports and substantial costs were involved in implementing safety
measures. In 1997, GACL sent its engineers to Australia to study the
extraction of metals. On their return, GACL implemented new
technologies that could access limestone in smaller areas where blasting
was not possible. To reduce the noise and vibration that occurred during
the conventional drilling, blasting and crushing process, the company
introduced an Australian device called Surface Miner...
CUTTING COSTS:
1) Power
Power accounted for a large part of GACL's cost of production. GACL
realized that a captive power plant would increase savings substantially as
power sourced from the power grids was both unreliable and costly. So it
set up fuel based captive power plants in Gujarat (40 MW) and Himachal
Pradesh (12 MW) in 1998. GACL's captive power generation cost was
only Rs 1.30 per kilowatt (excluding interest and depreciation), compared
to Rs 4.50 per kilowatt for power supplied by the Electricity Boards.
Soon, the company was not only getting around 60.3% of its total power
requirement from these plants, it was also selling the excess power it
generated to the local state governments. B S Dulani, Vice President,
Operations, at the Gujambuja plant said, "Small measures like
modifications in higher capacity motors for fans, coolers etc. according to
specific requirements (shifting from AC to DC drive, which allows
regulation of current) wherever possible, and many other simple steps
helped reduce GACL's power consumption from 120 units/tonne of
cement in 1987 to 88-90 units per tonne in 1995 against an industry
average of 121 units per tonne."...
3) The Future
The continual capacity build-up in the Indian cement industry led to an
excess capacity situation by the beginning of the 21st century. During the
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same period, growth in the cement industry declined from 21% (April-
September 1999) to 11% (October 1999-March 2000) because of drought
in many parts of the country. Prices dropped because people feared that
construction activities would decline due to the drought.
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BIBLIOGRAPHY
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