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Functional level strategy and competitive advantage (Efficiency (Flexible…
Functional level strategy and competitive advantage
Efficiency
Economies of scale
Learning curve
Flexible production systems (TECH)
Improve set up times
Increase capacity (Scheduling-)
Increase quality
Mass customisation (TECH)
Low cost
And differntiation
Flexible manufacturing
Quality
Excellence through
Atributes valued by customer
Functions
Services
Customer focus
Managers must
Collect marketing intelligence
Whats important to customers?
Cost
Robustness
Style
After-sales support
Incorporate customer needs
Into marketing
Products/Services
Development
Position products
Price
Marketing communications
Leads to
Satisfied customers
Increased brand loyalty
Re-buying
Word of mouth marketing
Increased profits
Percieved value
Higher prices
Less waste
Decreased costs
Reliability Through
Quality management
six sigma approach
No blame culture
Contribute to change
Performance and quality measures
Equals success
Good supervision of workers
Good support for workers
Continuously train
1 - Mistakes unacceptable
Everyone commits to quality
Innovation
Integration
Between functions
More effecttive
Profitable
Less failure
More innovative
Responsiveness to customers
Focus on the customer
Marketing intelligence
Knowing customer needs
Feedback
All levels
Shaping employee attitudes
Org Culture
Training
Vakyes
Leadership
Customer focus led from the top