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Alex Hill and Terry Hill

Alex Hill and Terry Hill. Learning objectives. Understand LEVELS of strategy within business Distinguish between day-to-day and strategic ROLES Identify how different levels of strategy INTERFACE with each other Appreciate importance of understanding MARKETS

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Alex Hill and Terry Hill

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  1. Alex Hill and Terry Hill

  2. Learning objectives • Understand LEVELSof strategy within business • Distinguish between day-to-day and strategic ROLES • Identify how different levels of strategy INTERFACE with each other • Appreciate importance of understanding MARKETS • Understand different strategic APPROACHES • DEVELOP and IMPLEMENT an operations strategy

  3. Lecture outline • INTRODUCTION • What is STRATEGY? • LEVELS of strategy within a business • DEVELOPING a strategy • IMPLEMENTING a strategy • Critical REFLECTIONS • SUMMARY

  4. What is strategy? DIRECTION WHAT to do

  5. What is strategy? DIRECTION WHAT to do IMPLEMENTATION HOW to do it

  6. Levels of strategy CORPORATE

  7. Levels of strategy CORPORATE BUSINESS UNIT

  8. Levels of strategy CORPORATE BUSINESS UNIT FUNCTIONAL

  9. Where to INVEST or DIVEST • SALES REVENUE priorities Allocation of investmentFUNDS Levels of strategy Corporate DIRECTION OF TOTAL BUSINESS IMPLEMENTATION

  10. MARKETS in which it competes • Where to GROW its business • Nature of COMPETITION • Relevant COMPETITIVE CRITERIA • WHICH functional tasks to invest in • HOW to invest in these tasks IMPLEMENTATION Levels of strategy Business unit DIRECTION OF BUSINESS UNIT

  11. Support COMPETITIVE DIMENSIONS within a market for which it is solely or partly RESPONSIBLE • Meeting competitive REQUIREMENTS • Selecting APPROACHES to attain improvement goals • Implement the PLAN Levels of strategy Functional DIRECTION OF FUNCTION IMPLEMENTATION

  12. Levels of strategy Functional

  13. Levels of strategy Functional

  14. Developing a strategy

  15. Get and keep a service or product on a customer’s SHORTLIST Developing a strategy Understanding customer requirements QUALIFIERS ORDER-WINNERS WIN you the order once you are on the shortlist

  16. Developing a strategy Understanding customer requirements Dinner Rush (2000) Le Mans (1971) Modern Times (1936) Pit stop Factory Restaurant

  17. Developing a strategy Operations process

  18. Developing a strategy Understanding customer requirements

  19. What is the OPERATIONS process? • What are the key MARKET requirements? Developing a strategy

  20. Developing a strategy Operations process

  21. Developing a strategy Operations process • Raw material • Order details • Customer • Car • Rain tyres • Raw material • Restaurant • Kitchen • Equipment • Chef • Waiter • Pit stop • Mechanics • Spanners • Factory • Production line • Operator • Spanner • Food • Drink • Service • Widget • Car with • rain tyres

  22. Developing a strategy Understanding customer requirements

  23. Developing a strategy Understanding customer requirements

  24. Developing a strategy The process of strategy development Alternative APPROACHES • TOP-DOWN vs BOTTOM-UP • MARKET-DRIVEN vs MARKET-DRIVING

  25. Developing a strategy Top-down approach CORPORATE BUSINESS UNIT FUNCTIONAL

  26. Developing a strategy Bottom-up approach Consolidated into formal STRATEGY EMERGING sense of what strategy should be Day-to-day EXPERIENCES and LEARNING

  27. MARKET OPERATIONS Developing a strategy Market-led orientation MARKET DRIVES OPERATIONS

  28. MARKET OPERATIONS Developing a strategy Market-driving orientation OPERATIONS DRIVES MARKET

  29. Developing a strategy Alternative approaches

  30. What are their strategic OBJECTIVES? • What is their STRATEGY to achieve these objectives? • What APPROACH has been used to develop and implement this strategy? Developing a strategy Alternative approaches

  31. Developing a strategy Alternative approaches

  32. Developing a strategy Alternative approaches

  33. Critical reflections • Operations helps gainFIRSTsale whilst also securing theSECONDsale • MARKETor marketing-led? • Moving to aBUSINESS-LEVELstrategic debate

  34. Summary • What isSTRATEGY? • Direction and Implementation • LEVELS of strategy • Corporate - Business - Functional • StrategyDEVELOPMENT • Understand market • Develop capability to support or drive market • MarketREQUIREMENTS • Order-winners and Qualifiers • APPROACHto developing strategy • Top down vs Bottom up • Market-led vs Resource-based

  35. CASE FOR TUTORIAL APPLE

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