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Productive Capacity
There
from
different combinations of capacity and demand:
1.Excess demand: The level of demand exceeds
maximum available capacity, with the result that some
customers are denied service and business is lost.
2.Demand exceeds optimum capacity: No one is
turned away, but conditions are crowded and
customers
are
likely
to
perceive
a
deterioration(WORSE) in service quality and may feel
dissatisfied.
3.Demand and supply are well balanced at the
level of optimum capacity: Staff and facilities are
busy without being overworked, and customers receive
good service without delays.
4.Excess capacity: Demand is below optimum capacity
and productive resources are underutilized, resulting in
low productivity.
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Forms of Productive
Capacity
Productive capacity refers to the resources
or assets that a firm can employ to create
goods and services. In a service context,
productive capacity can take several
forms:
1. Physical facilities designed to contain customers
2. Physical facilities designed for storing or
processing goods
3. Physical equipment used to process people,
possessions, or information
4. Labor
5. Infrastructure
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Demand Forecasting
Methods
There are two types of forecasting methods:
1.Opinion polling methods:
a. Consumers survey method
b. Sales force opinion method
c. Experts opinion method
2.Statistical methods:
a. Mechanical extrapolation or Trend projection
method
b. Barometric techniques
c. Regression analysis
d. Simultaneous equation method
Demand Management
Service organizations generally follow the following
strategies for shifting demand to match capacity:
capacity
When demand is too high
1.Use signage to communicate busy days and times
2.Offer incentives to customers for usage during nonpeak
times
3.Recognize regular or loyal customers and serve them
first
4.Advertise peak usage times and benefits of nonpeak use
5.Charge full/premium price during peak periods- no
discounts
6.Schedule service segment wise
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Demand Management
When demand is too low
a) Promote service aggressively to increase business from
current market segments.
b) Modify the service offering to appeal to new market
segments
c) Search for new segments and enter
d) Modify hours of operation
e) Offer discounts or price reductions
f) Schedule services as per customer convenience
g) Provide service convenience better than competitors
h) Focus on word-of-mouth communication
i) Position services differently during slow periods
j) Bundle services
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Capacity Management
Service organizations generally follow the
following strategies for flexing capacity to match
demand:
demand
When demand is too high:
1.Stretch time, labor, facilities, and equipment
2.Increase working hours of employees
3.Cross-train employees
4.Hire part-time employees
5.Motivate employees to work overtime
6.Rent or share facilities
7.Rent or share equipment
8.Subcontract/outsource support services
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Capacity Management
When demand is too low:
1. Perform maintenance and renovations
2. Schedule vacations
3. Schedule employee training
4. Lay off employees
5. Take on sub-contract jobs
6. Rent equipment and space
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Yield Management
Yield managementis avariable pricingstrategy, based
on
understanding,
anticipating
and
influencingconsumerbehaviorin
order
to
maximizerevenueorprofitsfrom a fixed, perishable
resource (such asairline seatsor hotel room reservations
or advertising inventory).
Yield management is the umbrella term for a set of
strategies that enable capacity-constrained service
industries to realize optimum revenue from operations.
This process can result inprice discrimination, where a
firm charges customers consuming otherwise identical
goods or services a different price for doing so.
Robert Crandall, former Chairman and CEO ofAmerican
Airlines, proposed the term Yield Management.
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THE END
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