Consistency in the marketing mix
The need for the marketing mix to be consistent with the
business, the product type and the market
- All must reinforce the same message for a coherent customer experience
☆ U4: OPERATIONS AND PROJECT
MANAGEMENT -- THE NATURE OF
OPERATIONS ☆
Inputs, outputs and the transformation process
Operations encompasses products and services
- Operations = designing and controlling systems that are the transformation process
Process: from idea/need to final product/service
- Identify market gap
- Decide to fill it
- Identify resources
- Inputs
- 4 FoPs
- Output
Resources
- Land
- Physical, extraction sites
- Labour
- Manual, skilled - improved w training
, - Capital
- Any ‘tools’ used to produce goods and services
- Intellectual capital
- Intangible - human qualifications, skills
Effectiveness, efficiency and productivity
Difference between effectiveness and efficiency
- Efficiency = producing output at highest ratio of output to input
- Most output w/ least input
- Effectiveness = measure of how well product meets n/w
Productivity = measuring efficiency
- Measure of labour efficiency
- Output in time period / total workers employed (or capital employed)
Value added
How ‘value added’ is linked to marketing, the operations
process and operations decisions
- Process = each transformation state adds more monetary value to the product
- Decisions = taken to maximise added value
- Marketing = improve design, quality and personal attention
Capital versus labour intensity
Benefits and limitations of capital and labour intensive
processes
DEFINITIONS BENEFITS LIMITATIONS
CAPITAL Capital equipment Mass production, Expensive start-up,
INTENSIVE more of an input EoS, low labour costs maintenance,
The need for the marketing mix to be consistent with the
business, the product type and the market
- All must reinforce the same message for a coherent customer experience
☆ U4: OPERATIONS AND PROJECT
MANAGEMENT -- THE NATURE OF
OPERATIONS ☆
Inputs, outputs and the transformation process
Operations encompasses products and services
- Operations = designing and controlling systems that are the transformation process
Process: from idea/need to final product/service
- Identify market gap
- Decide to fill it
- Identify resources
- Inputs
- 4 FoPs
- Output
Resources
- Land
- Physical, extraction sites
- Labour
- Manual, skilled - improved w training
, - Capital
- Any ‘tools’ used to produce goods and services
- Intellectual capital
- Intangible - human qualifications, skills
Effectiveness, efficiency and productivity
Difference between effectiveness and efficiency
- Efficiency = producing output at highest ratio of output to input
- Most output w/ least input
- Effectiveness = measure of how well product meets n/w
Productivity = measuring efficiency
- Measure of labour efficiency
- Output in time period / total workers employed (or capital employed)
Value added
How ‘value added’ is linked to marketing, the operations
process and operations decisions
- Process = each transformation state adds more monetary value to the product
- Decisions = taken to maximise added value
- Marketing = improve design, quality and personal attention
Capital versus labour intensity
Benefits and limitations of capital and labour intensive
processes
DEFINITIONS BENEFITS LIMITATIONS
CAPITAL Capital equipment Mass production, Expensive start-up,
INTENSIVE more of an input EoS, low labour costs maintenance,
