g g
OPERATIONSgANDgSUPPLYgCHAINgMANAGEMENTg16THgEDITIONgBYgF.gROBERTgJA
COBS
Chapterg1-22
CHAPTERg1
OPERATIONSgANDgSUPPLYgCHAINgMANAGEMENT
DiscussiongQuestions
1. UsinggExhibitg1.3gasgagmodel,gdescribegthegsource-make-deliver-
returngrelationshipsgingthegfollowinggsystems:
a. Angairline
Source:g Aircraftgmanufacturer,gin-flightgfood,grepairgparts,gcomputergsystems
Make:gAircraftgandgflightgcrewgscheduling,ggroundgservicesgprovidedgatgairports,gaircraftgmai
ntenancegandgrepair
Deliver:gOutboundgandgarrivinggpassengergservice,gbaggageghandlinggRetu
rn:gResolveganygpost-servicegissuesgsuchgasglostgorgdamagedgluggage
b. Angautomobilegmanufacturer
Source:g Suppliersgofgcomponentsgandgrawgmaterials
Make:g Manufacturinggofgvehiclesgandgcomponentsgorgsubassembliesgtogbegsoldgasgspare
gparts
Deliver:gDeliverygtogandgsalesgfromgdealerships,gdeliverygofgsparegpartsgtogthegwholesaleg
system
Return:g Warrantygandgrecallgrepairs,gtrade-ins
c. Aghospital
Source:g Medicalgsupplies,gcleaninggservices,gdisposalgservices,gfoodgservices,gqualifiedgper
sonnel
Make:g Inpatientgrooms,goutpatientgclinics,gemergencygroom,goperatinggrooms
Deliver:gSchedulinggpatients,gprovidinggtreatment,gambulancegservice,gfamilygcounselingg
Return:gBillinggerrors,gfollowgupgvisits
d. Anginsurancegcompany
Source:g Suppliesgneededgforgthegoffice,gunderwriters,glegalgauthoritygtogoperate
1-1
, Make:g Establishgpolicygguidelinesgandgpricing,gfieldgagent/representativegandgfacilitygnet
work,gdevelopgInternetgservicegcapabilities,gestablishgpreferredgvehiclegrepairgservicegnet
work
Deliver:gMeetgwithgandgadvisegclients,gwritegpolicies,gprocessgandgpaygclaimsgR
eturn:g refundgofgoverpayments
2. Definegthegservicegpackagegofgyourgcollegegorguniversity.g Whatgisgitsgstrongestgelement?g What
gisgitsgweakestgone?
Thegcategoriesgwithgexamplesgare:
Supportinggfacilityg-
glocation,gbuildings,glabs,gparkinggFacilitatingggoodsg–
gclassgschedules,gcomputers,gbooks,gchalk
Explicitgservicesg–
gclassesgwithgqualifiedginstructors,gplacementgofficesgImplicitgservicesg–
gstatusgandgreputationg(e.g.,gIvygLeaguegschools)
AtgIndianagUniversitygandgthegUniversitygofgSoutherngCalifornia,gamonggtheirgstrongestgelem
entsgaregtheirgbusinessgschoolsgandgtheirgOperationsgManagementgprogramsg(ofgcourse).gBot
hgalsoghavegverygdedicatedgalumnignetworks.g AgweakgelementgofgIndianagUniversitygisgitsgw
eakgfootballgprogram;gforgUSC,gweakgelementsgaregon-campusgparkinggandghousing.
3. Whatgservicegindustryghasgimpressedgyougthegmostgwithgitsginnovativeness?
Ourgvoteggoesgtogcruiseglinesgwhichghavegintroducedgsuchgonboardginnovationsgasgwavegmac
hinesgforgbellygboardinggandgrockgclimbinggwalls,gasgwellgasgallgsortsgofgothergamenitiesgtogke
epgcruisersginvolved.g Thegindustrygisgdoinggrecordgbusinessgasgwell.
Somegofgtheg standoutgcompaniesging lessginnovativegindustriesgaregBankgofgAmericag(hasgagf
ormalizedgresearchgprogramgtogtrygoutgnewgcustomergservices/amenitiesgsuchgasgvideogscree
nsgingnextgtogtellerglines),g Intuitg(e.g.,gputtinggQuickengmoneygmanagementgsoftwaregonline),
gIkea,gJetBluegAirlines,gandgProgressivegInsuranceg(discussedglatergingthegbook).
4. Whatgisgproduct-servicegbundlinggandgwhatgaregthegbenefitsgtogcustomers?
Product-servicegbundlinggisgaddinggValue-
addedgservicesgtogagfirm’sgproductgofferingsgtogcreategmoregvaluegforgthegcustomer.g Thisgpro
videsgbenefitsgingtwogareas.g First,gthisgdifferentiatesgthegorganizationgfromgthegcompetition.
g Secondly,gthesegservicesgtiegcustomersgtogthegorganizationgingagpositivegway.gAlternatively,g
bundlinggcangalsoginvolvegaddinggproductsgtogagservice,gforgexample,gaddinggthegsalegofgcon
veniencegitemsgandgsnacksgatgaghotel.
5. Whatgisgthegdifferencegbetweengagservicegandgaggood?
Agservicegisgangintangiblegprocessg(yougcan’tgholdgitgingyourghands),gwhilegaggoodgisgthegphysi
calgoutputgofgagprocess.
6. Lookgatgthegjobgpostingsgatghttp://www.indeed.comgandgevaluategthegopportunitiesgforg
angOSMgmajorgwithgseveralgyearsgofgexperience.
1-2
, Theregaregpagesgandgpagesgofgthesegwhengyougdogagsearchgongoperationsgsupplygchaingman
agement.g Heregaregsomegexamples:
GlobalgActivegIngredientgSupplygPlannerg
FMCgCorporation
USg-gPAg-gPhiladelphia
ThisgisgyourgopportunitygtogjoingthegAgriculturalgProductsgGroupg(APG)gandgworkgongthegtea
mgresponsiblegforgglobalgactivegingredientgplanning.gYou'llgservegasgagcentralgSupplygPlannerg
workinggingtandemg...
PurchasinggManagerg(Buyer)
TexasgDowgEmployeesgCreditgUniong(TDECU)
USg-gTXg-gLakegJacksong-gNearestgMetrogareag-gSouthgHouston
EducationgAccreditedguniversitygdegreegingBusinessgorgMarketinggwithgcertificationgingPurcha
sing,gInventorygManagement,gorgLogistics.gAccreditedgPurchasinggPractitionerg(APP)gorgCertifi
edgPurchasingg...
ProductgLinegManagergC
intasgCorporation
USg-gOHg-gMason
HighgSchoolgdiplomagorgGEDgrequired,g4gyeargdegreegpreferredgKnowledgegofgandgexperienc
egusinggInternetgandgMicrosoftgOfficeg(Word,gExcel,gPowerPoint,gandgEmail)g3gyearsgmanage
mentgexperiencegpreferredg...
DirectorgPurchasin
ggLegendarygBakin
ggUSg-gCOg-gDenver
CERTIFICATIONSg&gLICENSESg•gValidgDriver’sgLicensegandgcarginsurance.g•gCertifiedgPurchasin
ggManagergcertificationg(C.P.M.)gpreferred.g•gCertifiedgFoodgPurchasinggManagerg...
ProcessgImprovementgManagergARAMA
RKgCorporation
USg-gTXg-gHouston
Bachelor'sgDegreegrequired.gTechnicalgEngineeringgdisciplinegwithingIndustrial,gMechanic
al,gChemical,gorgFoodgOperationsgstronglygpreferred.g•gMinimumg5gyearsgLeangmanufac
turinggexperiencegcoupledg...
7. Recentgoutsourcinggofgpartsgandgservicesgthatghadgpreviouslygbeengproducedginternally
gisgaddressedgbygwhichgcurrentgissuegfacinggoperationsgandgsupplygmanagementgtoday
?
Thegcoordinationgofgrelationshipsgbetweengmutuallygsupportivegbutgseparategorganizations.
8. WhatgfactorsgaccountgforgthegresurgencegofginterestgingOSCMgtoday?
Withgcompaniesgfacinggcompetitiongongagglobalgscale,gandgever-
advancinggmanufacturinggandginformationgtechnologies,gfirmsgrealizegthegcompetitivegadvan
tagegtheirgOSCMgfunctionsgcan
1-3
, providegifgproperlygmanaged.g Manyghavegfoundgthatgthegsamegoldgwaygofgdoinggbusinessg
leavesgthemgunablegtogcompetegsuccessfully.
9. AsgthegfieldgofgOSCMghasgadvanced,gnewgconceptsghavegbeengappliedgtoghelpgcompaniesgc
ompetegingagnumbergofgways,gincludinggthegadvertisementgofgthegfirm’sgproductsgorgservice
s.gOnegrecentgconceptgtoggaingthegattentiongofgcompaniesgisgpromotinggsustainability.g Disc
ussghowgyoughavegseengthegideagofgsustainabilitygusedgbygcompaniesgtogadvertisegtheirggoo
dsgorgservices.
Theregofgcoursegwillgbegagnumbergofgexamplesgthatgstudentsgwillgbringgup,gthoughgtheygmay
gneedgsomegproddinggtogjoggtheirgmemories.g SomegexamplesgtogstartgwithgmightgbegIBM’sg“
I’mgangIBMer”gcampaigngwheregtheygadvertiseghowgtheygareg“buildinggagsmartergplanet.”g B
ottledgwatergmanufacturersghavegreducedgthegamountgofgplasticgusedgingmanygofgtheirgprodu
cts,gthusgsavinggproductiongandgdistributiongcosts,gbutgalsogallowinggthemgtogadvertiseghowg
thegnewgbottlesgaregbettergforgthegenvironmentgbecausegtheygresultginglessgwaste.
10. Somegpeoplegtendgtogusegthegtermsgeffectivenessgandgefficiencyginterchangeably,gthough
gwe’vegseengtheygaregdifferentgconcepts.g Butgisgthereganygrelationshipgatgallgbetweengthe
m?gCangagfirmgbegeffectivegbutginefficient?g Verygefficientgbutgessentiallygineffective?g Bot
h?gNeither?
Firmsgcangbeganywheregongthesegtwogdimensions.g Itgisgpossiblegforgagfirmgtogbegthegbestgatg
whatgtheygdogingservinggtheirgmarket,gbutgbegverygwastefulgingdoinggso.g Alternatively,gagfirm
gcouldgsqueezegeveryglastgdollargoutgofgtheirgprocessesgbutgfailgtogdelivergwhatgthegmarketgex
pectsgandgdesires.g Ofgcourse,gthegbestgfirmsgwillgprovidegtheggoodsgandgservicesgthatgthegma
rketgdesires,gexactlygasgthegmarketgdesires,gandgdogsogatgagminimumgcost.g Firmsgthatgaregbo
thginefficientgandgineffectivegdognotgsurvivegforglongginganygmarket.
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