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Manajemen Rantai Nilai: Strategi Fungsional untuk Keunggulan Kompetitif…
Manajemen Rantai Nilai: Strategi Fungsional untuk Keunggulan Kompetitif
[Low-cost strategy]
lowering costs in order to attract customers by keeping product prices as low as or lower than the competition.
[Differentiation]
adding value to a product by finding ways to make it better than products of other companies.
Attain superior responsiveness to customers
Improving Responsiveness to Customers
What Do Customers Want?
1.Low prices.
2.High-quality products.
3.Quick service and good after-sales service.
4.Products with useful and valuable features.
5.Products that are customized and tailored to their unique needs.
CRM IT
monitors, controls and links each of the functional activities involved in marketing, selling and delivering products through the distribution channel, monitoring sales peole’s selling activities, setting product ricing, and coordinating after-sales service.
Achieve superior efficiency
Improving Efficiency
-Efficiency is a useful measure of how well an organization utilizes all of its resources, such as labor, capital, materials, or energy, to produce its outputs or goods and services.
Facilities layout:
the strategy of designing the machine-worker interface to increase operating system efficiency.
product layout
process layout
fixed-position layout
Flexible manufacturing:
is a strategy based on the use of IT to reduce the costs associated with the product assembly process or the way services are delivered to
customers.
Achieve superior innovation, speed, and flexibility
Improving Innovation
Two kinds of innovation:
-
Quantum product innovation
: the development of new, often radically different,
kinds of goods and services because of fundamental shifts in technology brought
about by pioneering discoveries.
-Incremental product innovation
: the gradual improvement and refinement to
existing products that occurs over time as existing technologies are perfected.
Product development: the management of the value-chain activities involved in bringing new or improved goods and services to the market.
-Boundary Spanning Roles: interacting with individuals and groups outside the organization to obtain valuable information from the environment.
Product development plan: this plan specifies all of the relevant information that managers need in order to decide whether to proceed with a full-blown product development effort.
Remaining Issues
-Value-Chain Management Over Time: the organization must keep their commitment to improving efficiency, quality, innovation, and responsiveness to customers over time.
-Ethical Implications: organizations must understand the ethical implications of the adoption of many of the value-chain management techniques. Managers should always seek to act ethically.
Remaining Issues
-Boundary Spanning Roles: interacting with individuals and groups outside the organization to obtain valuable information from the environment.
-Value-Chain Management Over Time: the organization must keep their commitment to improving efficiency, quality, innovation, and responsiveness to customers over time.
-Ethical Implications: organizations must understand the ethical implications of the adoption of many of the value-chain management techniques. Managers should always seek to act ethically.
Achieve superior quality
Improving Quality
Reasons why managers seek to control and improve the quality of their products?
1.Customers prefer high-quality products.
2.Higher product quality can increase efficiency and thereby lower operating costs and boost profits.
Total Quality Management TQM: a management technique that focuses on improving the quality of an organization’s products and services.
Ten steps to improve quality:
1.Build organizational commitment to quality.
2.Focus on the customer.
3.Find ways to measure quality.
4.Set goals and create incentives.
5.Solicit input from employees.
6.Identify defects and trace them to their source
7.Introduce just-in-time inventory systems.
(JIT: a system in which parts or supplies arrive at an organization when they are needed.)
8.Work Closely with suppliers.
9.Design for ease of production.
10.Break down barriers between functions.
Six Sigma
Six Sigma is a technique used to improve quality by systematically improing the way value-chain activities are performed and then using statistical methods to measure how much improvement has been made.