UGBA 10 Lecture Notes - Lecture 2: Volkswagen Emissions Scandal, Market Analysis, Market Environment

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: John Briginshaw

Document Summary

Operations management (om) is full of trade-offs (quality vs. cost, time vs. quality, etc. ) Align decisions w/ mission/goals of the company. Corporate strategy: umbrella term that refers to combined marketing strategy, Operations strategy and finance strategy; aka overall direction that all functional departments (marketing, finance, etc. ) are expected to follow. Market analysis: classifying a firm"s customers based on characteristics, identifying needs of each group, including price, product quality, delivery system, volume. Competitive priorities: critical dimensions that a process/supply chain must possess to satisfy internal and external customers (see lec 1 notes) Competitive capabilities: cost, quality, time and flexibility dimensions that process/supply chain is able to deliver. Effective operations strategy closes gap between competitive priority and firm"s capability. Order qualifier: minimum level required from a set ofproduct/service attributes for a firm to do business in a particular market segment; fulfilling the qualifer will not guarantee competitive success. Order winner: customers use to differentiate the services/products between firms.