Operating strategy is a strategy to change the inputs (raw materials, material support, human machine) to the output of value. Operating strategies must be coordinated with marketing strategies, human resource strategies and financial strategies. Strategy relates to the operation of facilities and equipment, resources and planning and controlling operations.
7.4.1. Facilities and Equipment
Components of facilities and equipment related to the location of the factory, the size of factories, equipment and facilities that support the empowerment of business strategy and other functional strategies. Toyota Motor Company mendirikann factory in Texas, built in 2003 and completed in 2006, is designed to increase Toyota Production System (polling stations), with consideration as a pilot in the industrial quality, efficiency and advanced technology to achieve a new level. “The facilities we will introduce a number of production that the patent is now making cars and the level of information that must be owned right now. More important is to build a pilot for the Toyota Production System, which will make the network how many of the 21 sparate parts and components supplier can be combined and integrated in one place. Toyota Tundra’s Texas plant-TMMTX will be the first car factory, which integrates the supplier, production facilities in the same place in a few things under the same roof as a car manufacturer that the main “said Don Jackson, vice president of quality and production TMMTX.
Figure 7:46. Toyota factory in Texas
Components include the resources necessary resources, selected suppliers, relationships with suppliers and the level of purchases in the future. Toyota factory in Texas to use this source sparate part, 80% comes from local, because the Tundra production of one location with this factory to provide the facilities to produce sparate part, so the cost is very small and logistiknya part sparate originating from Japan only 20%. Similarly, Toyota can reduce the steel components of car components from 610 to be 500 parts. Thus the production cost can be pressed, the Toyota can rely on low-cost strategy.
7.4.3. Production Planning and Control.
Components of planning and controlling operations include scheduling, the level of demand, supply level, the key point of control, job specialization, security and the use of factory quality standards. The companies most admired in the world of planning and controlling operations many apply Six Sigma, for example, General Electric, Motorola, Honeywell and others. Six Sigma is a goal that is almost perfect in meeting customer requirements. Six Sigma refers to the target operating performance, as measured by the statistics with only 3.4 errors per million activities. Six Sigma is also a business culture that changes the position of the company in customer satisfaction, profitability and competitiveness is greater. Six Sigma is a system of comprehensive and flexible to achieve, maintain and maximize business success, which is controlled by a unique understanding of the strong customer demand, the discipline of data, facts and statistics analysis and careful attention to manage, and improve business process re-instill .
7.3.Strategi Research and Development
Strategy research and development consists of the basic research and product development and process, the scope of time, compliance with the company and form the basis of research.
Research and basic research and product development process concerning new and breakthrough innovation, product development, product improvement, modifications, products, processes and operations important new project to support the growth of the company. Procter & Gamble invested 4% of total sales worldwide for research and development with more than 7,500 scientists, including a PhD in 1250 titled the work on 22 research centers in 12 countries worldwide. Procter & Gamble holds more than 24,000 patents worldwide and the average received a patent more than 3,800 per year. Procter & Gamble a company that has a patent on the world’s most followed by Intel, Lucent and Microsoft.
Coverage includes the consideration of the short term or long-term orientation of business strategy or operational strategies. Procter & Gamble to do research and sustainable development. This is evidenced by statements from top management of Procter & Gamble, which committed a total innovation in technology to provide ongoing emphasis on the superior product. R.R. Deupree, Chairman of the 1948-1959 states “Competition is hidden from laboratoriun currently is the key to successful compete and grow in the future.” John G. Smale in the 1986-1990 Chairman stated “Our objective is to become the world leader in the field of science and technology relevant to each category we compete in”. Edwin L. Artzt, Chairman of the 1990-1995 states “Technology is indeed the control of our business. For the company’s main challenge is to maintain leadership in technology. ” John Pepper, Chairman of the Executive Committee 1995 – 2000 states “People think Procter & Gamble as a marketing company, but our first and leading the company as a research and development. Research and development is the life blood of our business. ” Meanwhile, Alan G. Lafley, Chairman and CEO, currently states “Innovation is our life blood, new ideas and new products that make life better customers, build sales and profits customers and build market share for Procter & Gamble, sales, profits and income shareholders as a whole” .
Conformity with the company and form the basis of research include the option attack strategy, lead the industry in strategy or survive, reaksis react to competitors. Procter & Gamble’s strategy to use or attack the lead in the industry. Research and development activities at Procter & Gamble is fully integrated into overall business operations. Each business unit has a department of product development related to business needs. Research and development together with the responsible conduct of research to marketing to customer needs. Together with the general management and marketing, research and development to build strategic direction for each business company.
7.4.Internet and Functional Strategy
The existence of the Internet makes creating geographic boundaries do not mean. The emergence of the Internet era, companies appear with a company called E-Business. Functional strategy of E-Business, which includes Customer Relationship Management, Enterprise Resource Planning and Supplay Chain Management.
Submission of Gartner CRM Innovator Award
Customer Relationship Management (CRM) applications is the Cross-functional E-Business and mengotomatiskan integrate the various services customers in the process of selling, direct marketing, account and order management, customer support and service. GBC company is a company that won the award Gartner CRM Innovator Award. Meanwhile, BNSF Railway Company won the award in the Excellent Enterprise CRM.
Excellent in the delivery of the CRM Enterprise Award
Enterprise Resource Planning (ERP) is the backbone of the E-Business or equivalent to the operating system business, such as the Windows operating system for back-office operations. Enterprise Resource Planning CFES is serving as a framework to integrate and mengotomatiskan various business processes that must be done in the manufacturing, logistics, distribution, accounting, financial and human resources from a business.
Supply Chain Management (SCM) is the practice of management and information technology to optimize the flow of information between products and processes, and business partners in a supply chain. Supply Chain is a network of business process and interrelasi between the business needed to build, sell, and deliver a product to the customer end.
RFID is used in the SCM Wal-Mart
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