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

PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-1
Qu n Tr V n Hành ả ị ậ
Chi n l c v trí ế ượ ị
Ch ng 8ươ
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-2
Tóm l cượ
♦
Gi i thi u công ty Tòan c u : FEDERAL EXPRESSớ ệ ầ
♦
T M QUAN TR NG CHI N L C C A V TRÍẦ Ọ Ế ƯỢ Ủ Ị
♦
CÁC Y U T nh h ng Đ N CÁC QUY T Đ NH Ế Ố Ả ưở Ế Ế Ị
V TRÍ:Ị
♦
Năng su t lao đ ngấ ộ
♦
T giá và r i ro c a đ ng ti n ỷ ủ ủ ồ ề
♦
Chi phí
♦
Thái đ ộ
♦
T ng đ ng v th tr ng, nhà cung c p và đ i th ươ ồ ề ị ườ ấ ố ủ
c nh tranh ạ
PowerPoint presentation to accompany Heizer/Render -

Principles of Operations Management, 5e, and Operations
Management, 7e
8-3
Tóm l c – ti p t cượ ế ụ
♦
PH NG PHÁP ĐÁNH GIÁ CÁC PH NG ÁN ƯƠ ƯƠ
V TRÍ Ị
♦
Ph ng pháp s p h ng y u t ươ ắ ạ ế ố
♦
Phân tích đi m hòa v n v trí ể ố ị
♦
Ph ng pháp h ng tâm ươ ướ
♦
Ph ng pháp v n t i ươ ậ ả
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CHI N L C V TRÍ CHO D CH V Ế ƯỢ Ị Ị Ụ
♦
L a ch n V trí theo chu i khách s n ư ọ ị ỗ ạ
♦
Công nghi p Marketing t xa ệ ừ
♦
Các h th ng thông tin đ a lý ệ ố ị
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-4
M c tiêu c a vi c h c ch ng nàyụ ủ ệ ọ ươ
Khi h c xong ch ng này ng i h c có th : ọ ươ ườ ọ ể
Hi u đ c ể ượ :

♦
M c tiêu c a chi n l c v trí: ụ ủ ế ượ ị
♦
Các đ c đi m v trí tòan c u ặ ể ị ầ
♦
T ng đ ng v th tr ng ươ ồ ề ị ườ
♦
H th ng thông tin đ a lý (GIS)ệ ố ị
Mô t và Gi i thích đ c :ả ả ượ
♦
3 ph ng pháp gi i quy t v n đ v v trí ươ ả ế ấ ề ề ị
♦
Các y u t nh h ng đ n quy t đ nh v trí ế ố ả ưở ế ế ị ị
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-5
Federal Express
♦
Nh n m nh vào v trí trung tâmấ ạ ị
♦
u đi m:Ư ể
♦
D ch đ n đ c nhi u v trí v i s chuy n bay ít h n ị ế ượ 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 c các ch m tr và th t l c do ph i trung ả ượ 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

PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-6
M c tiêu c a chi n l c v trí ụ ủ ế ượ ị
C c đ i l i ích v v trí đ i v i ự ạ ợ ề ị ố ớ
công ty
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-7
Các quy t đ nh v đ a đi m trong ế ị ề ị ể
công nghi p ệ
♦
T p trung vàoậ Chi phí
♦
Doanh thu thay đ i ít gi a hai đ a đi m ổ ữ ị ể
♦
Đ a đi m là y u t chi phí chính: ị ể ế ố
♦
nh h ng đ n chi phí Ả ưở ế
v n chuy n và ẩ ể
s n xu t (VD lao đ ng)ả ấ ộ
♦
Chi phí thay đ i đáng kổ ể
Gi a các đ a đi m ữ ị ể
© 1995 Corel Corp.
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e

8-8
Các quy t đ nh v v trí trong d ch v ế ị ề ị ị ụ
♦
T p trung vào doanh thuậ
♦
Chi phí thay đ i ít gi a các th tr ng ổ ữ ị ườ
♦
V trí ch u nh h ng ch y u b i doanh ị ị ả ưở ủ ế ở
thu
♦
nh h ng b i s l ng Ả ưở ở ố ượ
khách hàng ti p xúcế
♦
nh h ng b i s l ngẢ ưở ở ố ượ
Doanh nghi p ệ
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-9
Căn b n – Các quy t đ nh v trí ả ế ị ị
♦
Là các quy t đ nh dài h n ế ị ạ
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R t khó thay đ i ấ ổ
♦
nh h ng t i chi phí c đ nh và bi n đ i Ả ưở ớ ố ị ế ổ
♦
Chi phí v n chuy n ậ ể
♦
Có khi t i 25% c a giá bán ớ ủ

♦
Các chi phí khác : Thu , L ng, ế ươ
M c tiêu: ụ C c đ i l i ích c a v trí đ i v i ự ạ ợ ủ ị ố ớ
doanh nghi p ệ
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-10
Chu i các quy t đ nh v v trí ỗ ế ị ề ị
Country
© 1995
Corel
Corp.
Region/Community
© 1995 Corel Corp.
Site
© 1995
Corel
Corp.
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-11
Các tiêu chí l a ch n ự ọ
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-12
Các tiêu chí qu c gia ố
♦

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
risks
© 1995 Corel Corp.
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-13
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 -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-14
Factors Affecting Site
♦
Site size and cost
♦
Air, rail, highway, and
waterway systems
♦
Zoning restrictions
♦
Nearness of
services/supplies
needed
♦
Environmental

impact issues
© 1995 Corel Corp.
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-15
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 -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-16
Country Decision Factors
♦
Market location
♦
U.S. is world’s largest luxury
car market
♦
Growing (baby boomers)
♦
Labor
♦
Lower manufacturing labor

costs
♦
$17/hr. (U.S.) vs. $27 (Germany)
♦
Higher labor productivity
♦
11 holidays (U.S.) vs.
31 (Germany)
♦
Other
♦
Lower shipping cost
($2,500/car less)
♦
New plant & equipment
would increase
productivity (lower
cost/car $2,000-3000)
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-17
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 -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-18
CSF in Location Analysis
Critical Success Factors
Country
1
Country
2
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
PowerPoint presentation to accompany Heizer/Render -

Principles of Operations Management, 5e, and Operations
Management, 7e
8-19
CSF in Location Analysis -
Continued
Critical Success Factors
Country
1
Country
2
Country
3
Country
4
Total Rating Points
50 43 35 48
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
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-20
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
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-21
Ranking Corruption
Rank Score
1 Finland 9.9
2 Denmark 9.5
3 New Zealand 9.4
4 Singapore 9.2
16 Israel & U.S.A
(Tied)
7.6
21 Japan 7.1
57 China 3.5
79 Russia 2.3

90 Nigeria 1.0
91 Bangladesh 0.4
A score of 10
represents
corruption free
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-22
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 -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-23
Location Evaluation Methods
♦
Factor-rating method
♦
Locational break-even
analysis
♦
Center of gravity method
♦
Transportation model
© 1995 Corel Corp.
PowerPoint presentation to accompany Heizer/Render -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-24
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 -
Principles of Operations Management, 5e, and Operations
Management, 7e
8-25
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)