MBA503 OperationsManagement

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MBA503 OperationsManagement andDecision-making ModelsWorkshop 2Supply chain management andlogistics – introducing the valuechain conceptCopyright Notice
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This Topic’s Big IdeaUber is redefining thetransportation industry now.Airbnb is doing it to the hotelindustry.You can expect that to happen inevery single industry.Masayoshi Son – JapanesePhilanthropist and BillionaireSon. M., Brainy quote, retrieved 1 April 2021, Son, digital image, retrieved 8 April 2021,528e327aeab8eaeb7e8d802a (1164×872) ( Outcomes1.Clarify the differences between the terms – ValueChain, Supply Chain and Demand Chain.2.Determine what the business concept“Competitive Advantage” means in practice.3.Appreciate how different value drivers impact thesupply, value and demand chains.4.Comprehend the role logistics play in supportingcompanies’ chain management and thedevelopment of a competitive advantage.Definition of a Supply Chain• Supply chain management (SCM) is thebroad range of activities required to– plan,– control and– execute a product’s flow,from acquiring raw materials and productionthrough distribution to the final customerIn the most streamlined and cost-effectiveway possibleA simple supply chainSimple supply chain, digital image, retrieved 8 April 2021, Activity 2.1• What is a supply chain? A simpleexplanation– The best way to understand a supply chain isto think about a hamburger company– What raw products does the company need toproduce their product?• By yourself, think of all the products you wouldneed to produce hamburgers for sale• Pair with another student.• Be ready to share with the classDefinition – Value Chain“Value” is the critical word here – Addingvalue to the chain which converts inputsinto outputsA value chain typically consists of(1) inbound distribution or logistics;(2) manufacturing operations;(3) outbound distribution or logistics;(4) marketing and selling; and(5) after-sales service.Porter’s Value Chain AnalysisMichael Porter’s value chain, digital image, retrieved 8 April 2021, of a Value ChainThe chain of transactions, or profitable activities,that span from→the point of originto the→point of consumptionwhere the finished product (or service) issupplied, is referred to as the value chain, orproduct supply chain.Workshop Activity 2.2
In small groups brainstorm what are the fundamentaldifferences between supply and value chains.Why are the arrows pointing different ways?Push StrategyPull StrategyOrders to ManufacturerOrders to ManufacturerPush vs Pull StrategyDemand Chain Explained• Demand Chain Leadership is the status that acompany reaches when the unique totaloffering of its products and supply chainservices, presented to the market in such a waythat it enables customers to meet their ownobjectives, makes that company the preferredsupplier, providing opportunities for revenue andmargin increases.• (2018), 2020, Demand chain leadership – A Few Examples,, retrieved 8 April 2021, ChainDefinitions of the demand chain:• “The complex web of business processes andactivities that help firms understand, manage,and ultimately create consumer demand.”• “Supply chain as seen from the viewpoint of thecustomer, the entity who chooses amongcompeting products and services and, thus,controls the demand.”Langabeer, J.R. & Rose, J., 2001, Creating demand driven supply chains: How to profit from demand chain management, Chandos.Workshop Activity 2.3Dell, Costco and 7-ElevenYour workshop facilitator will split the class intothree groups and allocate one of thosecompanies to each group.Each group to answer this question:“How have these companiesincorporated a demand chain focus?”Re-form the class to discuss the differentapproaches of each organisation.Competitive Advantage (CA)Watch the following short video – and beprepared to answer the two questions below•– Why is sustainability an essentialcomponent of CA?– What are the two key advantagesunderpinning CACompetitive advantage and business strategy, 20/4 2019, YouTube, tutor2u, retrieved 8 April 2021, Porter competitive advantage, digital image, retrieved 8 April 2021,×1000/filters:no_upscale():max_bytes(150000):strip_icc()/what-is-competitive-advantage-3-strategies-that-work-3305828_FINAL-5b87022bc9e77c002524e634.pngWorkshop Activity 2.4Consider one of the following companies– Uber– Apple– Virgin Airlines– Huawei– Other?In small groups discuss what competitiveadvantage these companies have over theircompetitorsWhat areIndustry Value Drivers?Value drivers are entities that increase thevalue of a product or service by improving theperception of the item and essentially providinga competitive advantage.Value drivers can come in many forms such as:– cutting-edge technology,– brand recognition or– satisfied customers.Value Drivers andCompetitive AdvantageWorkshop Activity 2.5In groups of four (4) identify and discuss themain industry value drivers for:1. International and domestic airlines2. Private and public hospitals3. Luxury cars4. Mobile phonesShare your thoughts with the rest of the class.Logistics Defined• The ‘science’ of the efficient flow ofmaterials• A management approach• Controls the effective forward and reverseflow of goods, services and relatedinformation between the point of origin andpoint of consumptionPhases in Logistics1) Inbound Logistics: movement of materialsfrom the point of origin to point of production. (Othernames: physical supply, upstream)2) Outbound Logistics: movement of finishedgoods from the point of production to thepoint of consumption.(Other names: physical distribution, downstream)3) Reverse Logistics: movement of damaged,expired, unsold products from the point ofconsumption to the point of productionThe 7 r’s of LogisticsEnsure the availability:–of the right product–in the right quantity–and the right condition–at the right place–at the right time–for the right customer–at the right costExample of Supply Chain andLogisticsExit Activity• On the next slide is an example of a mindmap• It is designed show the relationshipbetween different foods and food groups• Create a mind map based on what youhave learned during this workshop, andpresent it to your workshop facilitator.Food groups mind map, digital image, retrieved 8 April 2021, WeekThe impact of internal and external factorson operational performance

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