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Bài giảng Quản lý Vận hành - Chương 8: Chiến lược vị trí

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  1. Quản Trị Vận Hành Chiến lược vị trí Chương 8 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-1 Management, 7e
  2. Tóm lược Giới thiệu công ty Tòan cầu : FEDERAL EXPRESS TẦM QUAN TRỌNG CHIẾN LƯỢC CỦA VỊ TRÍ CÁC YẾU TỐ Ảnh hưởng ĐẾN CÁC QUYẾT ĐỊNH VỊ TRÍ:  Năng suất lao động  Tỷ giá và rủi ro của đồng tiền  Chi phí  Thái độ  Tương đồng về thị trường, nhà cung cấp và đối thủ cạnh tranh PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-2 Management, 7e
  3. Tóm lược – tiếp tục PHƯƠNG PHÁP ĐÁNH GIÁ CÁC PHƯƠNG ÁN VỊ TRÍ  Phương pháp sắp hạng yếu tố  Phân tích điểm hòa vốn vị trí  Phương pháp hướng tâm  Phương pháp vận tải CHIẾN LƯỢC VỊ TRÍ CHO DỊCH VỤ  Lưa chọn Vị trí theo chuỗi khách sạn  Công nghiệp Marketing từ xa  Các hệ thống thông tin địa lý PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-3 Management, 7e
  4. Mục tiêu của việc học chương này Khi học xong chương này người học có thể: Hiểu được :  Mục tiêu của chiến lược vị trí:  Các đặc điểm vị trí tòan cầu  Tương đồng về thị trường  Hệ thống thông tin địa lý (GIS) Mô tả và Giải thích được :  3 phương pháp giải quyết vấn đề về vị trí  Các yếu tố ảnh hưởng đến quyết định vị trí PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-4 Management, 7e
  5. Federal Express Nhấn mạnh vào vị trí trung tâm Ưu điểm:  Dịch đến được nhiều vị trí với số chuyến bay ít hơn  Đưa hàng lên các chuyến bay kịp thời hơn  Giảm được các chậm trễ và thất lạc do phải trung chuyển các chuyển bay vì công ty chịu trách nhiệm tòan bộ từ khâu nhận – chuyển – phát cho khách hàng PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-5 Management, 7e
  6. Mục tiêu của chiến lược vị trí Cực đại lợi ích về vị trí đối với công ty PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-6 Management, 7e
  7. Các quyết định về địa điểm trong công nghiệp Tập trung vào Chi phí  Doanh thu thay đổi ít giữa hai địa điểm  Địa điểm là yếu tố chi phí chính:  Ảnh hưởng đến chi phí vẩn chuyển và sản xuất (VD lao động)  Chi phí thay đổi đáng kể © 1995 Corel Corp. Giữa các địa điểm PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-7 Management, 7e
  8. Các quyết định về vị trí trong dịch vụ Tập trung vào doanh thu  Chi phí thay đổi ít giữa các thị trường  Vị trí chịu ảnh hưởng chủ yếu bởi doanh thu  Ảnh hưởng bởi số lượng khách hàng tiếp xúc  Ảnh hưởng bởi số lượng Doanh nghiệp PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-8 Management, 7e
  9. Căn bản – Các quyết định vị trí  Là các quyết định dài hạn  Rất khó thay đổi  Ảnh hưởng tới chi phí cố định và biến đổi  Chi phí vận chuyển  Có khi tới 25% của giá bán  Các chi phí khác : Thuế, Lương, Mục tiêu: Cực đại lợi ích của vị trí đối với doanh nghiệp PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-9 Management, 7e
  10. Chuỗi các quyết định về vị trí Country Region/Community Site © 1995 Corel © 1995 Corel Corp. Corp. © 1995 Corel Corp. PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-10 Management, 7e
  11. Các tiêu chí lựa chọn PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-11 Management, 7e
  12. Các tiêu chí quốc gia  Government rules, attitudes, political risk, incentives  Culture & economy  Market location  Labor availability, attitudes, productivity, and cost  Availability of supplies, communications, energy  Exchange rates and currency © 1995 Corel Corp. risks PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-12 Management, 7e
  13. Region Location Decisions  Corporate desires  Attractiveness of region (culture, taxes, climate, etc.)  Labor, availability, costs, attitudes towards unions  Costs and availability of utilities  Environmental regulations of state and town  Government incentives  Proximity to raw materials & customers  Land/construction costs © 1995 Corel Corp. PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-13 Management, 7e
  14. Factors Affecting Site  Site size and cost  Air, rail, highway, and waterway systems  Zoning restrictions  Nearness of services/supplies needed  Environmental impact issues PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper ©Saddle 1995 River, Corel N.J. Corp.07458 Principles of Operations Management, 5e, and Operations 8-14 Management, 7e
  15. Location Decision Example BMW decided to build its first major manufacturing plant outside Germany in Spartanburg, South Carolina. © 1995 Corel Corp. PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-15 Management, 7e
  16. Country Decision Factors  Market location  Other  U.S. is world’s largest luxury car market  Lower shipping cost  Growing (baby boomers) ($2,500/car less)  Labor  New plant & equipment would increase  Lower manufacturing labor costs productivity (lower  $17/hr. (U.S.) vs. $27 cost/car $2,000-3000) (Germany)  Higher labor productivity  11 holidays (U.S.) vs. 31 (Germany) PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-16 Management, 7e
  17. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-17 Management, 7e
  18. CSF in Location Analysis Critical Success Factors Country Country Country Country 1 2 3 4 Technology Rate of technology change 3 5 2 1 Innovations in process design 5 3 1 5 Level of education Number of skilled workers 5 4 3 4 National education rate 4 1 1 2 Political and Legal Aspects Stability of government 5 5 2 5 Product liability laws 4 3 3 5 Export restrictions 4 3 3 1 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-18 Management, 7e
  19. CSF in Location Analysis - Continued Critical Success Factors Country Country Country Country Social and Cultural Aspects 1 2 3 4 Similarity in language 5 1 5 4 Work ethic 4 2 3 1 Economic factors Tax rates 3 3 2 5 Inflation 3 5 5 5 Availability of raw materials 2 4 3 5 Interest rates 3 4 2 5 Total Rating Points 50 43 35 48 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-19 Management, 7e
  20. Global Competitiveness of Countries 2001 Ranking  Finland . 1  United States . 2  Netherlands 3  Germany . . . 4  Canada . 11   Japan . . 15   Brazil 35   Russia . . 58   Ecuador 72  Bangladesh 73  Honduras 74  Bolivia 75 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-20 Management, 7e
  21. Ranking Corruption Rank Score A score of 10 1 Finland 9.9 represents 2 Denmark 9.5 corruption free 3 New Zealand 9.4 4 Singapore 9.2 16 Israel & U.S.A 7.6 (Tied) 21 Japan 7.1 57 China 3.5 79 Russia 2.3 90 Nigeria 1.0 91 Bangladesh 0.4 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-21 Management, 7e
  22. Organizations That Need To Be Close to Markets Government agencies  Police & fire departments  Post Office Retail Sales and Service  Fast food restaurants, supermarkets, gas stations  Drug stores, shopping malls  Bakeries Services  Doctors, lawyers, accountants, barbers  Banks, auto repair, motels PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-22 Management, 7e
  23. Location Evaluation Methods  Factor-rating method  Locational break-even analysis  Center of gravity method  Transportation model PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-23 © 1995 Corel Corp. Management, 7e
  24. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-24 Management, 7e
  25. Factors Affecting Location Selection Labor costs (including wages, unionization, productivity) Labor availability (including attitudes, age, distribution, and skills) Proximity to raw materials and suppliers Proximity to markets Government fiscal policies (including incentives, taxes, unemployment compensation) PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-25 Management, 7e
  26. Factors Affecting Location Selection - Continued Environmental regulations Utilities (including gas, electric, water, and their costs) Site costs (including land, expansion, parking, drainage) Transportation availability (including rail, air, water, and interstate roads) PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-26 Management, 7e
  27. Factors Affecting Location Selection - Continued Quality-of-life issues in the community (including all levels of education, cost of living, health care, sports, cultural activities, transportation, housing, entertainment, religious facilities) Foreign exchange Including rates and stability Quality of government (including stability, honesty, attitudes toward new business - whether overseas or local) PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-27 Management, 7e
  28. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-28 Management, 7e
  29. Locational Break-Even Analysis  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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-29 Management, 7e
  30. Locational Break-Even Analysis Example You’re an analyst for AC Delco. You’re considering a new manufacturing plant in Akron, Bowling Green, or Chicago. Fixed costs per 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 2,000 cases per year? © 1995 Corel Corp. PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-30 Management, 7e
  31. Locational Break-Even Crossover Chart 200000 150000 100000 Annual Cost Annual 50000 Akron Bowling Green Chicago lowest cost lowest cost lowest cost 0 0 500 1000 1500 2000 2500 3000 Volume PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-31 Management, 7e
  32. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-32 Management, 7e
  33. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-33 Management, 7e
  34. Center of Gravity Method Equations X Coordinate dix = x coordinate of dix Wi location i i Cx =  Wi W = Volume of i i goods moved to or from Y Coordinate location i diy Wi d = y coordinate of C = i iy y location i  Wi i PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-34 Management, 7e
  35. Coordinate Locations of Four Quain’s Department Stores and the Center of Gravity PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-35 Management, 7e
  36. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-36 Management, 7e
  37. Worldwide Distribution of Volkswagens and Parts PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-37 Management, 7e
  38. 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 management PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-38 Management, 7e
  39. Location Strategies – Service vs. Industrial Service/Retail/Professional Goods-Producing Location Revenue Focus Cost Focus Volume/revenue ❑ Tangible costs Drawing area, purchasing power Transportation cost of raw Competition; advertising/pricing materials Physical quality Shipment cost of finished goods Parking/access; security/ lighting; Energy and utility cost; labor; raw appearance/image material; taxes, etc. Cost determinants Intangible and future costs Rent Attitude toward union Management caliber Quality of life Operations policies (hours, wage Education expenditures by state rates) Quality of state and local government PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-39 Management, 7e
  40. Location Strategies – Service vs. Industrial Service/Retail/Professional Goods Producing Location Techniques Techniques Regression models to determine Linear Programming importance of various factors (Transportation method) Factor-rating method Factor-rating method Traffic counts Locational breakeven Demographic analysis of drawing analysis area Crossover charts Purchasing power analysis of drawing area Center of gravity method Geographic information systems PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-40 Management, 7e
  41. Location Strategies – Service vs. Industrial Service/Retail/Professional Goods-Producing Location Assumptions Assumptions Location is a major determinate of Location is a major revenue determinate of cost High customer-contact issues are Most major costs can be critical identified explicitly for each Costs are relatively constant for a site given area; therefore, the revenue Low customer contact allows function is critical focus on identifiable costs Intangible costs can be evaluated PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-41 Management, 7e
  42. 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 PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-42 Management, 7e
  43. Telemarketing and Internet Industries Require neither face-to-face contact with customers (or employees) nor movement of material Presents a whole new perspective on the location problem PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-43 Management, 7e
  44. Geographic Information Systems New tool to help in location analysis Enables combination of many parameters PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-44 Management, 7e
  45. Final Thought The ideal location for many companies in the future will be a floating factory ship that will go from port to port, from country to country – wherever cost per unit is lowest. © 1995 Corel Corp. PowerPoint presentation to accompany Heizer/Render - © 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 Principles of Operations Management, 5e, and Operations 8-45 Management, 7e