生產(chǎn)運(yùn)作管理CH08-Location-Strategies

OperationsManagement

LocationStrategies

Chapter81OutlineGLOBALCOMPANYPROFILE:FEDERALEXPRESSTHESTRATEGICIMPORTANCEOFLOCATIONFACTORSTHATAFFECTLOCATIONDECISIONSLaborProductivityExchangeRatesandCurrencyRisksCostsAttitudesProximitytoMarketsProximitytoSuppliersProximitytoCompetitors(Clustering)2Outline-ContinuedMETHODSOFEVALUATINGLOCATIONALTERNATIVESTheFactor-RatingMethodLocationalBreak-EvenAnalysisCenter-of-GravityMethodTheTransportationMethodSERVICELOCATIONSTRATEGYHowHotelChainsSelectSitesTheTelemarketingIndustryGeographicInformationSystems3LearningObjectivesWhenyoucompletethischapter,youshouldbeableto:IdentifyorDefine:

ObjectiveoflocationstrategyInternationallocationissuesClusteringGeographicInformationSystemsDescribeorexplain:ThreemethodsofsolvingthelocationproblemFactor-ratingmethodLocationalbreakevenanalysisCenter-of-gravitymethodDescribethefactorsaffectinglocationdecisions4FederalExpressStresses“hub〞conceptAdvantages:enablesservicetomorelocationswithfeweraircraftenablesmatchingofaircraftflightswithpackageloadsreducesmishandlinganddelayintransitbecausethereistotalcontrolofpackagesfrompickuptodelivery5ObjectiveofLocationStrategyMaximizethebenefitoflocationtothefirm6IndustrialLocationDecisionsCostfocusRevenuevarieslittle

betweenlocationsLocationisamajor

costfactorAffectsshipping&

productioncosts(e.g.,labor)Costsvarygreatlybetween

locations?1995CorelCorp.7ServiceLocationDecisionsRevenuefocusCostsvarylittlebetweenmarketareasLocationisamajor

revenuefactorAffectsamountof

customercontactAffectsvolumeof

business8InGeneral-LocationDecisionsLong-termdecisionsDifficulttoreverseAffectfixed&variablecostsTransportationcostAsmuchas25%ofproductpriceOthercosts:Taxes,wages,rentetc.Objective:Maximizebenefitoflocationtofirm9LocationDecisionSequenceCountry?1995CorelCorp.Region/Community?1995CorelCorp.Site?1995CorelCorp.10FactorsThatAffectLocationDecisions11FactorsAffectingCountryGovernmentrules,attitudes,politicalrisk,incentivesCulture&economyMarketlocationLaboravailability,attitudes,productivity,andcostAvailabilityofsupplies,communications,energyExchangeratesandcurrencyrisks?1995CorelCorp.12RegionLocationDecisionsCorporatedesiresAttractivenessofregion(culture,taxes,climate,etc.)Labor,availability,costs,attitudestowardsunionsCostsandavailabilityofutilitiesEnvironmentalregulationsofstateandtownGovernmentincentivesProximitytorawmaterials&customersLand/constructioncosts?1995CorelCorp.13FactorsAffectingSiteSitesizeandcostAir,rail,highway,andwaterwaysystemsZoningrestrictionsNearnessofservices/suppliesneededEnvironmentalimpactissues?1995CorelCorp.14LocationDecisionExampleBMWdecidedtobuilditsfirstmajormanufacturingplantoutsideGermanyinSpartanburg,SouthCarolina.?1995CorelCorp.15CountryDecisionFactorsMarketlocationU.S.isworld’slargestluxurycarmarketGrowing(babyboomers)LaborLowermanufacturinglaborcosts$17/hr.(U.S.)vs.$27(Germany)Higherlaborproductivity11holidays(U.S.)vs.

31(Germany)OtherLowershippingcost($2,500/carless)Newplant&equipmentwouldincreaseproductivity(lowercost/car$2,000-3000)16Region/CommunityDecisionFactorsLaborLowerwagesinSouthCarolina(SC)Governmentincentives$135millioninstate&localtaxbreaksFree-tradezonefromairporttoplantNodutiesonimportedcomponentsoronexportedcars17CSFinLocationAnalysisCriticalSuccessFactorsCountry1Country2Country3Country4Technology

Rateoftechnologychange

Innovationsinprocessdesign35532115Levelofeducation

Numberofskilledworkers

Nationaleducationrate54413142PoliticalandLegalAspects

Stabilityofgovernment

Productliabilitylaws

Exportrestrictions54453323355118CSFinLocationAnalysis-ContinuedCriticalSuccessFactorsCountry1Country2Country3Country4TotalRatingPoints50433548SocialandCulturalAspects

Similarityinlanguage

Workethic54125341Economicfactors

Taxrates

Inflation

Availabilityofraw

materials

Interestrates332335442532555519GlobalCompetitivenessofCountriesFinland…..……….UnitedStates………………..….Netherlands……...Germany….….….Canada………….…Japan……..….….…Brazil…………..………………..…Russia……….….…Ecuador…….....…Bangladesh……...Honduras………..Bolivia………..…...123411153558727374752001Ranking20RankingCorruptionRankScore1Finland9.92Denmark9.53NewZealand9.44Singapore9.216Israel&U.S.A(Tied)7.621Japan7.157China3.579Russia2.390Nigeria1.091Bangladesh0.4Ascoreof10representscorruptionfree21OrganizationsThatNeedToBeClosetoMarketsGovernmentagenciesPolice&firedepartmentsPostOfficeRetailSalesandServiceFastfoodrestaurants,supermarkets,gasstationsDrugstores,shoppingmallsBakeriesServicesDoctors,lawyers,accountants,barbersBanks,autorepair,motels22LocationEvaluationMethodsFactor-ratingmethodLocationalbreak-evenanalysisCenterofgravitymethodTransportationmodel?1995CorelCorp.23Factor-RatingMethodMostwidelyusedlocationtechniqueUsefulforservice&industriallocationsRateslocationsusingfactorsTangible(quantitative)factorsExample:Short-run&long-runcostsIntangible(qualitative)factorsExample:Educationquality,laborskills24FactorsAffectingLocationSelectionLaborcosts(includingwages,unionization,productivity)Laboravailability(includingattitudes,age,distribution,andskills)ProximitytorawmaterialsandsuppliersProximitytomarketsGovernmentfiscalpolicies(includingincentives,taxes,unemploymentcompensation)25FactorsAffectingLocationSelection-ContinuedEnvironmentalregulationsUtilities(includinggas,electric,water,andtheircosts)Sitecosts(includingland,expansion,parking,drainage)Transportationavailability(includingrail,air,water,andinterstateroads)26FactorsAffectingLocationSelection-ContinuedQuality-of-lifeissuesinthecommunity(includingalllevelsofeducation,costofliving,healthcare,sports,culturalactivities,transportation,housing,entertainment,religiousfacilities)ForeignexchangeIncludingratesandstabilityQualityofgovernment(includingstability,honesty,attitudestowardnewbusiness-whetheroverseasorlocal)27StepsinFactorRatingMethodListrelevantfactorsAssignimportanceweighttoeachfactor(suchas0–1)Developscaleforeachfactor(suchas1–100)ScoreeachlocationusingfactorscaleMultiplyscoresbyweightsforeachfactor&totalSelectlocationwithmaximumtotalscore28加權(quán)評(píng)分：考慮在某城市的高速開(kāi)展區(qū)域新開(kāi)設(shè)一醫(yī)療診所，其相關(guān)因素及權(quán)重如下表，求該選址的加權(quán)評(píng)分。

FactorRatingMethod1006060601050433415252020151010每人病人公里設(shè)施利用率緊急出診平均往返時(shí)間高速交通易到達(dá)程度土地費(fèi)用與建造本錢(qián)員工的偏好程度加權(quán)評(píng)分(a×b)評(píng)分(b)權(quán)重(a)地理位置因素340選址的加權(quán)評(píng)分29Methodofcost-volumeanalysisusedforindustriallocationsStepsDeterminefixed&variablecostsforeachlocationPlottotalcostforeachlocation(Costonverticalaxis,AnnualVolumeonhorizontalaxis)SelectlocationwithlowesttotalcostforexpectedproductionvolumeMustbeabovebreak-evenLocationalBreak-EvenAnalysis30LocationalBreak-EvenAnalysisExampleYou’reananalystforACDelco.You’reconsideringanewmanufacturingplantinAkron,BowlingGreen,orChicago.Fixedcostsperyearare$30k,$60k,&$110krespectively.Variablecostspercaseare

$75,$45,&

$25respectively.Thepricepercaseis$120.Whatisthebestlocationforanexpectedvolumeof2,000casesperyear??1995CorelCorp.31LocationalBreak-EvenCrossoverChart050000100000150000200000050010001500200025003000VolumeAnnualCostAkronChicagoBowlingGreenBowlingGreenlowestcostChicagolowestcostAkronlowestcost32CenterofGravityMethodFindslocationof

singledistributioncenterservingseveraldestinationsUsedprimarilyforservicesConsidersLocationofexistingdestinations

Example:Markets,retailersetc.VolumetobeshippedShippingdistance(orcost)Shippingcost/unit/mileisconstant

33CenterofGravityMethodStepsPlaceexistinglocationsonacoordinate(坐標(biāo)〕gridGridhasarbitraryorigin&scaleMaintainsrelativedistancesCalculateX&Ycoordinatesfor‘centerofgravity’GiveslocationofdistributioncenterMinimizestransportationcost34CenterofGravityMethodEquationsdix =xcoordinateoflocationiWi = Volumeofgoodsmovedtoorfromlocationidiy =ycoordinateoflocationiXCoordinateYCoordinate35CoordinateLocationsofFourQuain’sDepartmentStoresandtheCenterofGravity36TransportationModelFindsamounttobeshippedfromseveral

sourcestoseveraldestinationsUsedprimarilyforindustriallocationsTypeoflinearprogrammingmodelObjective:Minimizetotalproduction

&shippingcostsConstraintsProductioncapacityatsource(factory)Demandrequirementatdestination37WorldwideDistributionofVolkswagensandParts38ComponentsofVolumeandRevenueforaServiceFirm1.

Purchasingpowerofcustomerdrawingarea2.Serviceandimagecompatibilitywithdemographicsofthecustomerdrawingarea3.Competitioninthearea4.Qualityofthecompetition5.Uniquenessofthefirm’sandcompetitor’slocations6.Physicalqualitiesoffacilitiesandneighboringbusinesses7.Operatingpoliciesofthefirm8.Qualityofmanagement39LocationStrategies–Servicevs.IndustrialService/Retail/ProfessionalRevenueFocusVolume/revenueDrawingarea,purchasingpowerCompetition;advertising/pricingPhysicalqualityParking/access;security/lighting;appearance/imageCostdeterminantsRentManagementcaliber〔水平〕Operationspolicies(hours,wagerates)Goods-ProducingLocationCostFocusTangiblecostsTransportationcostofrawmaterialsShipmentcostoffinishedgoodsEnergyandutilitycost;labor;rawmaterial;taxes,etc.IntangibleandfuturecostsAttitudetowardunionQualityoflifeEducationexpendituresbystateQualityofstateandlocalgovernment40LocationStrategies–

Servicevs.IndustrialService/Retail/ProfessionalTechniquesRegressionmodelstodetermineimportanceofvariousfactorsFactor-ratingmethodTrafficcountsDemographicanalysisofdrawingareaPurchasingpoweranalysisofdrawingareaCenterofgravitymethodGeographicinformationsystemsGoodsProducingLocationTechniquesLinearProgramming(Transportationmethod)Factor-ratingmethodLocationalbreakevenanalysisCrossovercharts41LocationStrategies–

Servicevs.IndustrialService/Retail/ProfessionalAssumptionsLocationisamajordeterminateofrevenueHighcu