最新企业运营策略分析

企业运营策略分析A Business report about Operations ManagementAbstract：Operations management is the general term of the management closely related to the creation of products and services. And it is to plan,to organizate, to implement and to control the process for operational. Company's overall strategy is to achieve the company's overall goals,to make long-term and overall strategy to the future direction of the enterprise. Firstly, This report analyzes how companies implement the overall strategy through the case of Reed Exhibitions of Greater China.Then it Compares the difference of the operational strategies between the ASDS and Sainsburys .Then,it analyzes the difference of operation and management between the production process of antique furniture and furniture production process throught 4V model.Then it analyzes the strategic role of business operations through the four -stage model. Finally, it analyzes the difference between performance goals of hotels and small hotel by polar diagram.Keywords：Operations Management；Operations Strategy；objectives of operations；1.the overall StrategyCompany's overall strategy is to achieve the company's overall goals,to make long-term and overall strategy for the future direction of the enterprise .It is co-ordinating the various points overall strategy of guiding framework . Strategic management includes many types of alternative strategies , not only because of corporate decision-makers have different perspectives , but also because companies have different levels and in different intrinsic qualities and the external environment , so the corporate will choose different under different conditions strategy.1.1 Company Profile( Reed Exhibitions Greater China Case)Reed Exhibitions is the world 's largest exhibition and conference organizer , its headquartered locate in the United Kingdom. In China Reed Exhibitions exhibition beginning in 1985 ,now is China 's most active exhibition and conference organizer .The Chinese Reed Exhibitions headquartered locate in Beijing , they make more than 30 games authoritative industry exhibition in china every year, covering the Yangtze River Delta , Pearl River Delta , the Bohai Rim and Northwest and Southwest regions.1.2 Strategic Analysis1.2.1 the level of corporate strategy( 1 ) Developmental StrategyIn China Reed Exhibitions has a good internal strengths and external opportunities , stronger , which is an industry leader in product , its product, technology, market has great competitive advantage.( 2 ) joint strategy - -win strategy togetherIt integrate into the local joint ventures and exhibition brands.China team of Reed Exhibitions with local governments, major industry associations and the media establish a formal and informal alliances to host integrated and have a decisive role in the industry exhibition .( 3 ) localization strategyTo enter the Chinese market ,at the first Reed Exhibitions take cooperation with Chinese companies to quickly complete market expansion and occupation status .Reed Exhibitions being a successful example of joint ventures is Reed Sinopharm Exhibitions Co., Ltd. ( abbreviation: Reed Sinopharm ) which is China 's largest pharmaceutical and health exhibition organizer .1.2.2 business Strategic( 1 ) the differentiation strategyAt present China has a increasing demand for high-quality exhibition.Reed Exhibitions China will listen carefully to customer’s needs and introduct programs to meet their needs , to provide customers with differentiated products and services.( 2 ) diversification strategyMultidimensional exhibition mode combines exhibitions and benchmark activities together. In addition to introducing new exhibition projects, seminars and conferences are also an important business products.1.2.3 the level of functional strategy( 1 ) Human resources localization strategyHR strategy is one of the strategies of corporate functions .It is to make human resource management and corporate strategy , and support an important means of cooperating , which relate to the company's most fundamental , long-term competitiveness. In China Reed Exhibitions continue to introduce Chinese excellent local MICE professionals. International sales group are also members of local recruitment .( 2 ) public relations strategyPublic relations strategy is an integral part of the organization's strategy , which achieve the organization 's overall strategy. They use all available opportunities and conditions for business advantage for public relations planning ,to enable the organization's strengths more prominent characteristics and in order to gain the public . So it Win public goodwill and trust.1.2.4 market leader StrategicReed Exhibitions China belongs to the leader in Chinese exhibition industry,and its strategic focus on how to consolidate the existing position and maintain the existing strengths, and how to give full play to its own advantages , and continuously to make new achievements in the development of enterprises .1.2.5 Brand StrategyReed Exhibitions China organized by a number of high-quality professional show , and established a good corporate image ,and built brand through its excellent operations team , strong economic strength , rich resources and experience of the exhibition.2.The Operations Strategy2.1 KFC2.1.1 Company ProfileKentucky Fried Chicken is the world's largest fast-food chain .At present, KFC stores are in 100 cities throughout the country. We have to say , KFC has achieved great success in China.2.1.2 The strategic of the accessing periodIn the accessing period, the main strategy are the introduction of Western-style fast-food service system and a new dining concept .( 1 ) With its unified logo, uniform clothing , uniform distribution of the new way of chain business model,KFC establish its presence in the Chinese market ultimately relying on its high-quality products , fast friendly service , clean dining environment.( 2 ) KF C have been insisting to 100% Localized employees and continue to invest money and people to make various aspects of human -level training . From the restaurant waiter , restaurant manager to the management of corporate functions , companies arranged scientific rigorous training program according to the nature of their work. To allow management staff to achieve professional standards of operation and management of fast food , KFC also particularly established a professional training base suitable for restaurant management - Education Development Center .( 3 ) Relying on the “ speed -oriented ”enterprise spirit of the fast food industry, with special emphasis on teamwork,and relying on their team to achieve high efficiency, KFC ensures the correct service and speedy during operating peak period.The secret to make KFC based on the market is to form a highly efficient and flexible , and to improve incentives for its advanced management and excellent teamwork management level.( 4 ) High quality service.In KFC , the service you receive is more than you originally hoped to get . KFC's aim is the customer first, and the purpose is to make every customer , whether adults or children, will have a feel at home.2.1.2 the Strategic of mature periodIn the mature , they develop a strategy of combining Western( 1 ) Kentucky hire more than 10 domestic experts and scholars as consultants who are responsible for improving , developing demand for Chinese fast food varieties. KFC take fried chicken, salad with vegetables , mashed potatoes as headed varieties , but for the Chinese people to changing tastes , too single species detrimental to the development prospects . To cater to the tastes of the Chinese people KFC have launched a much for Chinese people with " hot wings ", " chicken burger ", " Hibiscus fresh vegetable soup" and other varieties. KFC has always been focused on the Kentucky tradition and standardization, so it is an unprecedented change.( 2 ) Kentucky has set up a Chinese health food advisory committee , to research, develop a new generation of Chinese consumer tastes diet products to further expand the market .2.2 Tiffany2.2.1 Company ProfileTiffany Taiwan Hong Chi Food Co., Ltd. is founded in Taiwan in 1985,which is a famous brand . It has more than 200 stores nationwide , throughout the north , east, central , northeast and other regions .2.2.1 Business Strategy(1) the lateral expansion of the marketAfter all, Milk is not a high barriers to entry in the industry , how to emphasize their competitive advantages and to make rival far behind to catch up , Tiffany have their own unique competitive strategy , namely take the scale , the difference of the road , so that to make competitors not to keep up , or even simply no way to follow . At the first Tiffany make salary to $ 5,000 to tap talent through the executive search firm to international restaurant chain companies . In addition ,Tiffany establish of Computing financial and management information systems , distribution centers, and unified decoration stores , and actively develop new products. Ever since the first store success, " Tiffany " franchise operations to be the rapid development , with quality products and advanced management technology , has been all over the mainland to explore nearly 380 stores.Deferent positioning, thinking of things will be different . Tiffany is positioned to do in the future of " Bean King" , so its whole marketing strategy is to allow consumers to buy , affordable , willing to buy and to get to drink anytime, anywhere .To let the world where there are Chinese can all drink of Tiffany’s Sosa-bean milk . Tiffany want to accomplish such an ambitious goal, so it only establish their business ideas and improve their own channels : one is to do the food chain , by making a two-pronged sales stores and franchise stores , to make the rapid expansion of the market ,to establish of corporate brand image , and to make every home decor stores , product and service quality are implemented industrialization, standardization and unification .( 2 ) Vertical heavy manufacturingIn addition to chain stores, " Yonghe " has also made considerable progress on self-sufficiency in raw materials , in-depth research and development of product . Lin Ping-sheng said,Under the strong support of the local government , the company has been building soybean planting base 100 mu in Yanshou of Heilongjiang.And the products are moving towards diverse ,and the current daily production is 60 tons milk powder, stock supplying across every place of China. " Yonghe " has been formed development model of anentirety of planting,production and sales in mainlandChina.To do Soybean business so refined, so special,so it can do the market wide, deep, bigger, stronger, as there is now Yonghe reconstituted food bags , boxes, cups , three kinds , as well as an entertainment product, such as soy milk kitchen ,which can be a snack snacks.In a casual shopping, the custerm can also enjoy high-quality services of Yonghe , in addition to,”Yonghe” have tofu and some other health care products .To do a small thing fine and thoroughly, a professional attitude is a kind of thinking , or even a business orientation. Small food, big ideas , is not the same point of Yonghe brand with general soy milk .2.3 Comparison corporate strategy( 1 ) two business strategies all adopt franchising , unified logo, uniform clothing , uniform store decoration and uniform distribution, standardization of services and operations.( 2 ) at the first KFC have a steady stream of people, especially it has extensive experience in restaurant management personnel ;second, it has a group of capable suppliers , who are constantly improve its product technology, production volume and production efficiency to meet the KFC on the quality , to make price and punctual to the requirements.( 3 ) Tiffany although has a single species, but the taste is pure, enduring , so it caters to some consumers on the traditional pursuits.( 4 )KFC mainstream consumer group focus on the 16-30 year-old and 10 -year-old children who is universally affirmed ,they have higher requirements of environment and atmosphere. Tiffany customers is mainly middle-aged ,its simple style is daily life . Two customer groups are not the same, so they take a differentiated marketing strategy to face different customer groups , to fit different eating habits.( 5 ) KFC advocates the pursuit of customer satisfaction , business growth , personal growth and business partners mutual to help, so it create an advanced , cooperation, harmony and win-win , win-win philosophy.This scientific management philosophy is worthy of our domestic companies learning .2.4 SummaryAlthough Kentucky and Tiffany face different customer groups , but they full play its own characteristics in their respective areas as well as advantages of its own brand , and thier business strategy have the correct positioning.They all have occupied a space of fast food industry in China today.Through investigation and analysis, we can see that,for the fast- food restaurant industry, correct positioning their brand value ,familiar with the customer psychology , offering to food meetting with the local eating habits , providing good service is effective Pathway of the fast food industry rapidly developping.3. Comparison of enterprise Operations managementUsing 4V model to make contrast of enterprise Operations management of antique furniture production technology and furniture production technology enterprise.3.1 VolumeBecause antique furniture ’s production is for a nostalgic,and it uses pure hand.It is a man to do every step , so the repetition rate is relatively low . Because it is manual work , so the efficiency is relatively low , the staff workload is relatively large. And because there is no machine , all human control , so systematic is poor , because it relyes on the manual work , staff costs are relatively high.For furniture production process it uses machinery and equipment to work, staff just make a relatively simple assembly line work , the entire work has a standard procedure , so the work is highly repetitive , most of the work is done by machines , the staff do less work,and the entire workflow is a set of procedures , and it has strong systematic , while the machine than the artificial high efficiency, so the unit cost is low .technology furniture production technology enterprisePicture 1: the comparison of volume3.2 VarietiesBecause Antique furniture production is handmade , people can easily control the types of products , so the range of products is flexible. Because it is pure hand , in order to demonstrate traditional skills , craftsmanship used , because craftsmanship ismore complex,so it is generally difficult to imitate. Meanwhile , in accordance with the customer's preferences and needs, they are subject to change product variety . Also, because it is handmade , highly complex , to produce a product for a long time , so the unit cost is relatively high. The furniture production process , because it is mass production, in order to meet the general needs of people , so the more common varieties . It is used on the assembly line , machine production , so almost every pair of shoes are exactly the same , no difference. And because the high efficiency of the machine , so the unit cost of the product is relatively low .antique furniture production technology furniture production technology enterprisePicture 2: the comparison of Varieties3.3 Variation on demandAs antique furniture is face of the nostalgia market or the market of pursuitting individuality. This is just a trend , not most people's needs , so people demand for antique furniture is unstable and it is constantly changing.While scale of production of Antique furniture relatively is small, it purchases raw materials , therefore,It can be very flexible to reduce production according to demand . Also, because of its size is difficult to control , so that when demand increases, because of inefficient manual production , so it is difficult to increase production based on demand over the earth , so its production is out of touch with the needs . And because the manual production efficiency is low , so the unit cost is high.As for furniture production process , because it is to meet most of the needs of life , so the demand is relatively stable.At the same time, these furniture are necessities of life , not because of preferences to buy them for appreciate,so it is more conventional . Meanwhile , according to the pre- sales ,it can predict market demand .Because to meet the most of the demand , so the product utilization is relatively high. Because it is produced by the machine , so the efficiency is relatively high, unit costs low .antique furniture production technology furniture production technologyenterprisePicture 3: the comparison of Variation on demand3.4 VisibilityGeneral antique furniture visibility is relatively high, the production processes are controlled by workers . How to do it for the product , the customer can see that ,and customers can feel people 's hard work making furniture . So, when customers need to wait for a short time , they would become more tolerant .Meanwhile, becausecustomers buy furniture directly from the people making furniture, so customers are satisfied with the goods , will tell sell furniture businesses. Also, when customers buy furniture ,they can see exactly the skills required for making furniture . Generally less demand for antique furniture , each customer will be based on their preferences,requirements of different varieties of antique furniture , so the furniture is very much varieties . Also, because the time-consuming manual long , so the product unit cost is hight.For mass production of furniture factories, when the people find that the market has this demand , and then to make orders in the factory,so the factory beginproduction . Therefore, the time between production and consumption is lagging behind . Meanwhile , the factory production of furniture has a set operation of the pipeline , so the production process is pretty standard . Because manufacturers and distributors touch at the first, and then re-distributors and retailers contact retailer before and customer contact , so manufacturers have no chance to contact customer. Because mass production furniture factory management practices, products are all produced by the machine , all workers on the assembly line to work , so worker productivity is high, and the utilization is also high . Therefore, the mechanical production of high efficiency , so the unit cost is low.antique furniture production technology furniture production technology enterprisePicture 4: the comparison of VisibilityenterprisePicture 5: 4 V’s profile of two operations4. The key Operational Performance Objectives4.1The strategic role of operationsThe strategic analysis of the recovery of the Swiss watch industry,making Swatch 's case as an exmple.4.1.1 Case BackgroundSince 400 years ago, the first batch of Swiss watches was born in the mouth Neiva, Swiss which is a small country in mountain in Central Europe,having an indissoluble bond with the watch industry.Fifties and sixties , Switzerland adhere to the high road , until the sixties and seventies , a large number of cheap electronic electronic quartz watches from Japan t is flooded with the marke,then Switzerland start to regret. During that time, Ruitu continue to manufacture the TV drama bell expensive watches ( $ 400 or more ) accounted for 99 watch industry , nearly 1970 they had lost the low-grade watches ( less than $ 75 ) and 97% in the block watch ( 75 -400 ) U.S. dollars ) in the market.Ancient traditions sometimes becomes an obstacle , but unrepentant watch makers continue to stubbornly make traditional Swiss watch production, as a result, numerous Swiss companies went bankrupt, becoming the auctioneer .4.1.2 The four -stage model analysis(1) The first PhaseAfter World War II , marking the end of an era and industrial aristocratic era , watches himself fall into the homes of ordinary people early . The Swiss watch has been a nobleman to consumer products , ordinary people do not have much money to buy luxury goods , this is the worst problem facing for Swiss watches . Therefore, Swiss watches have to solve this problem in order to weather the crisis .(2) The second phase1978 , Ernst Thomke Dr. actively studying countermeasures , he asked the technical staff developed a better than the mouth of the table , slimmer Shiying You .( 3 ) The third stageSix months later, the core departments of Swiss Corporation for Microelectronics Group (SMH Group ) produces a table only 2 mm thick sample prototype ,which was the world 's thinnest quartz watch . and the final production model , it minus 51 parts, and the core of watch placed in a waterproof glue reservoir housing , and it can prevent shocking ,and it is durable , low cost , ,and most important is that it has enough low price, since it becomes the world's best-selling watches.( 4 ) The fourth stageAfter the throes of restructuring , the Swiss luxury watch has finally bottomed out , their traditions, classic atmosphere once again to conquer the world, and this seems to be the emerging Asian countries, " Volkswagen brand" can never match. The past two years , with the world's major countries, economic recovery and prosperity , the Swiss luxury watch industry has entered a new round of rapid growth period. Luxury and luxury again become fashionable , upscale watch sales soared.Redefining industryClearly the bestin the industrycompetitorsHolding theorganization backInternally Externally Internally ExternallyPicture 6: The four-stage model of Operations contribution4.2 business performance goalsAnalysis of performance goals of Hotels and small hotels.(1) CostFrom a cost analysis, the hotel's facilities and staff costs, and customers spent money are better higher than small hotels , so that the hotel cost is more than the high cost of small hotels .(2) QualityFrom the qualitative analysis, the hotel is relatively clean, and the environment is more comfortable, while the small hotel is rather crude . And guests inside the hotel that is facilities , so the guests can enjoy service more than a small hotel , so that the hotel's quality is good than small hotel .(3) SpeedWhen the guests have any needs , because the hotel’s facilities is complete , fully staffed , the hotel can be the first time to meet customer requirements, while small hotel facilities is simple, less staff , so its speed is not the hotel quickly.(4) DependabilityGenerally the hotel is relatively large, fulling more security , better security measures ,and housing construction performance is good, so guests feel more safe to live together . While the small hotel is not reliable than the hotels .(5) FlexibilityRelatively high hotel costs ,it is more gest to live everyday , even a lot needs to be booked in advance , if they are given a good room, they can not be replaced. While , the small hotel you can always go to live , and to change room is also very flexible. So the hotel is not higher flexibility than a small hotel.Picture 7: polar diagram。