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How To Write A College Paper

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How To Write A Paper

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How To Write A Paper

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Defined by Cambridge Dictionaries Online, it is an activity that helps people find and choose products and companies, for example through general advertising, rather than marketing to a particular group of possible customers © Shutterstock.com | pio3In this article we will look at 1) the meaning of reverse marketing, 2) the common uses of the reverse marketing strategy, 3) reverse marketing techniques, 4) benefits of customer empowerment through reverse marketing, 5) 5 reverse marketing tips to implement in your business, 6) what not to do in your attraction marketing campaign, 7) reverse marketing in three questions, and 8) taking your reverse marketing campaign online.THE MEANING OF REVERSE MARKETINGReverse marketing also known as value or attraction marketing is a strategy that encourages customers to choose companies instead of using forceful advertising techniques to get consumers to spend. It focuses on building trust and letting the customer come to the brand. By offering help, advice and relevant information, companies attract their ideal customers who view them as authorities or experts. Companies that employ this technique try to avoid coercion and to encourage customers to feel empowered and confident in choosing their products instead. Take Dove’s attraction marketing campaign for example, instead of using the you are flawed until you choose Dove method, they remind women that they are indeed beautiful as is, and that by choosing the Dove brand, they are celebrating that beauty, not correcting flaws. This reverse psychological aspect allows Dove users to feel good about their choice of beauty products that encourage acceptance instead of shaming.[slideshare id=16232457doc=reversemarketingpresentation-130129013223-phpapp02]COMMON USES OF REVERSE MARKETINGThough an unusual approach, reverse marketing has garnered success for quite a few companies because it steers people away from fear tactics and the feeling of being sold to. Of course, it is clear that consumers do not want to be threatened or told what to do and so this is an especially useful marketing tool today.Improve brand imageCompanies that feature advertising on their companies’ principles, social responsi bility and ethical profile create customer loyalty because customers believe they are not supporting a mass-producing socially reprobated conglomerate.Shun “coercive marketing” strategiesMany companies focus their efforts on hard selling to new customers and upselling or cross selling to the customers they already have, however reverse marketing focuses on enriching the lives of their customers through knowledge and education. They teach them how to gain maximum benefit from the products they already have and support them when choosing new or additional products.Cuts out “hard sales” and abrasive tacticsSales tactics push for the purchase of products designed to fix specific problems, but the attraction-marketing model enforces the building of relationships and ensures rapport so the customers’ needs are met.Build relationships with customersOnce the customer recognizes your brand or company as an authority, they do all the searching and find your product through all the h elp and advice you have offered them. This way through the relationship that was constructed over time, they develop confidence in your firm to offer them benefits and useful products or service.[cp_modal id=cp_id_75506] [/cp_modal]REVERSE MARKETING TECHNIQUESReverse or value marketing strategy comprises of three parts, first you have to be recognized by your customers, next they come to you with their needs giving you permission to contact them and finally you continue to provide value and information to them. According to a study done by International studies of Management Organization, reverse marketing is “a market strategy that seeks more explicitly to align with customers to assist them in developing their optimum solution in a given marketplace.” And below are some techniques to implement this practice.Tailor your product or service to your ideal customersCapture and respond to emerging patterns and customer behavior. A customer focused marketing plan looks at the product from the explicit views of the customer.Get their permission to contact themCustomers have tremendous access to information and media to be able to compare prices, company policies and features and performances of produc ts. By being able to accept or reject your marketing agenda based on their knowledge they will be empowered and feel valued.Provide value through follow-upIt has been proven that strong relationships with customers develop loyalty, profitability and lowered costs through high customer retention. However follow up just for the sake of completing a transaction and not for further value will cause a misalignment between the company’s relationship marketing goals and the targeted customers.Focus on customer success by creating more authentic relationshipsOffer more value through special attention to customers and their individual wants and needs. Help customers to make better purchasing choices by informing them of the benefits of the products they seek and the proper use and maximum potential.Foster knowledge and customer involvementMany companies gather customer data in a secretive and transaction focused manner, causing customers to be concerned about the possible misuse of their d ata and therefore become weary of allowing contact. To remedy this situation, a firm can offer a customer value in exchange for the required information.Encourage transparency in choiceBe transparent with your company’s offerings and allow the solution that works best for the customers to be used, even if it was invented by your competition. To aid in choice transparency, companies can use online price comparison tools, choice boards, and staff’s knowledgeable recommendations.BENEFITS OF EMPOWERING CUSTOMERS THROUGH REVERSE MARKETINGSustains brand values and positionEnsure the brand promise is to ensure customer success and solve their problems, while helping them make informed and confident purchasing decisions.Improves stakeholder valueOf course, profitability is always high on a firm’s priority list, so all actions in the reverse marketing strategy should ensure customer value, company profit, and increased value for all those involved with the company. By being transparent with details about commercial behavior, operations and company performance, all stakeholders including customers can develop trust and a collective sense of mutual respect.Builds brand development and alignmentThis can be achieved through forms of collaboration with all involved as co-creators of the brand’s value and therefore trusted relationships and brand establishment.5 REVERSE MARKETING TIPS TO IMPLEMENT IN YOUR BUSINESSProvide solutions by being a trusted advisor who provides solutions to problems your customers may have, they will choose to do business with you out of gratitude.Teach /empower your customers because teaching demonstrates your knowledge and credentials it shows you have the relevant information needed by your clients. Remember that your target audience will always need help understanding your products, so work with them to get the most out of what you advertised and promised.Use direct response systems to ensure follow up the use of various formats of di rect response systems will ensure follow up, and customer queries are not overlooked, thus enhancing customer experience and encouraging retention.Offer free products or guides- getting free guides or products such as samples will give customers a chance to try something they would not have otherwise thought to. And who doesn’t like freebies?Use the Internet â€" create a site, use social media and create insightful content that helps customers be more enlightened about your products. Don’t just advertise; advise them on a proper use, benefits, unique ways to use their products, hacks that will make their lives easier.WHAT NOT TO DO IN YOUR ATTRACTION MARKETING CAMPAIGNUse “Push” MarketingThis method puts products in front of customers using big ad campaigns and attention grabbing headlines and claims. Instead think if we build relationships they will come.Buy leads and spam prospects with advertisingThe old way of direct marketing often encouraged cold calling approaches tha t meant purchasing people’s information and constantly bombarding them with your offers. Instead let the customers find you through knowledge of your company values, brand positioning, and product reputation.Use scare tacticsInstead inform your customers and let them make informed choices on their own.Not deliver what is promisedIt goes without saying that integrity is attractive and so in order to attract new and retain loyal customers, do what you say you will in your advertising or do not include it in the marketing promise.Offer something that has no value to the customerMany firms seek out problems and simply create products to solve them. However, customers need more value than having one size fits all solution shoved into their shopping carts. Give customers value and you will gain their loyalty.REVERSE MARKETING IN THREE QUESTIONSWhat can we offer of value?It is crucial to the success of your company’s bottom line to offer value to your customers some of the steps to tak e to create value include: developing an understanding of what drives value for its customers.   It also needs to understand what its value proposition is for example what is the total cost, or as written in an article by Inc.com ,“in terms of price plus any ancillary costs of ownership or usage (e.g., how much of their time do they have to devote to buying or using your product or service?)” The article also goes on to explain a win-win price strategy and investing in your most valuable customers.Would you like to test/try it for free?Offering free products is always great for the recipient but if ill advised, marketers can end up offering free products with no conversions. There are basics steps to offering free products as a marketing process that will convert into new customers. First, find the right customer and ensure there is a need for the product. Then ensure the marketing team sets an end date to the giveaways or a set amount to keep marketing cost low. Be sure that fe atures included are listed for a limited time and customers are clear on this matter, so they do not feel baited and then switched later if they decide to purchase the basic product. Finally ensure follow up, ask for feedback and offer further education on the use and value of the productHow can we offer further and continuous solutions?From the onset, marketers need to be forecasting customer lifetime value to ensure they maintain long-term relationships with their customers. Customer lifetime value is the net profit a relationship with a customer will gain the company in the long run.TAKING YOUR REVERSE MARKETING CAMPAIGN ONLINEAccording to Martin Marketing.ca, gone are the days when companies could hide behind slick advertising and run shrewd campaigns that forced consumerism.  The Internet has been instrumental in building or ruining the reputation of companies and their marketing strategies via blogs, Google Reviews, forums and various social media platforms.   Through the use of search engine optimization technology, marketers can figure out what campaigns are attracting customers and therefore focus on those. As written by Martin Marketing the veil of shady marketing practices has been lifted and now customers are more vocal and willing to advertise for your company, be it good or bad. Some of the main online marketing platforms to consider are listed below, and businesses should bear in mind that in order to reap the benefits of social media a social media business plan is essential.Facebook © pixabay | SimonCreate a Facebook business page and post regular and relevant content about your product, program or service. There are three steps to building a marketing plan on FacebookAttraction build a Facebook community, consisting of a fan base and generate engagement with people. Supply your fan base with guides, how-tos and information that set your company as the go to source. Get to know your audience so you can market to their particular tastes and needs. And adding a Facebook Like button to your website will also draw many ideal customers who were already interested in your product to your page.Promotion use short strategic posts that are to the point and if you need your audience to take action then include a clear call to action link. You can even use contests on your page to get people to like and comment and therefore grow your following.Sales once you have engagement on your page, marketers can go ahead and sell their products. By engaging your audience, you wi ll know when to sell and what they need.Twitter © Wikimedia commons | TwitterMarketing on Twitter can be divided into 5 steps:Discuss topics outside your niche. People have short attention spans and seeing the same topic repeatedly will let them lose interest. A great tip by Jeff Machado, Inbound Marketing Implementation Specialist, is to have five other topics you tweet about on a regular basis.Apply buyer persona, David Meerman Scott has written a book on the various goals and personas of the modern buyer and how you can use it in your marketing plan.Search and ask questions daily to keep your information fresh and interesting and to get feedback from your target market over time.Answer questions and supply interesting and entertaining links daily. Bit.ly offers URL shortening services that will help to keep tweets in the 140-character limit and still reach your target market.Share one or more blog post, article or video per week with content that gives answers to questions you have asked and helps your target market learn and understand something that improves his or her life.YouTube © Wikimedia commons | YoutubeMarketing on YouTube is one of the easiest and fastest ways to build customer following. According to a study done in 2013, there are over 72 hours of footage being uploaded to YouTube every minute, and YouTube has been ranked as the #2 largest video site in the world. So how do you market on YouTube so customers come to you? Here are 10 steps.Create a channel with an icon, which doubles as your channel’s profile picture.Upload a channel trailer that will air to new subscribers and give them a preview of what to expect from your company.Add links to your website and social media networks.Add compelling and interesting content on your video to hold people’s attentionAdd call to action buttons so people may follow the links to your product or service.Add regular content-as you may have heard repeatedly in reverse marketing circles, “Content is truly king.” So engage your audience with interesting and insightful content.Get indexed on YouTube so you r information can be found easily.Add tabs and thumbnails to help your audience navigate your channel.Build your community, so your videos can go viral. Ensure that you engage, entertain and educate, to establish a deep connection with your followers.Cross-promote with other channels that are similar to your own. That way you are reaching your audience and even a bit of their own, while offering them the same benefits.Implement these steps for an online reverse marketing campaign.

A Brief Note On Uk And Eu Small Business Policy - 2654 Words

Richmond The American International University in London School of Business and Economics Master in Business Administration ENT7100 Economics for Business Assignment 1 Compare and Contrast UK and EU Small Business Policy David Longbottom 000055846 November 2014 Table of Contents Executive Summary 3 1.0 Background 4 1.1 Definition 4 1.2 Objectives 5 1.3 Challenges 6 2.0 Analysis 7 2.1 Overview 7 2.2 Similarities 8 2.3 Differences 9 3.0 Conclusions 11 4.0 Bibliography 12 3.1 Text Books 12 3.2 eBooks 12 3.3 Websites 12 Executive Summary The assignment outlines arguments to compare and contrast UK and EU Small Business Policy. The assignment includes: †¢Ã¢â‚¬ ¦show more content†¦In 2014 SMEs account for 99.3% of firms (4.8 million companies), 47.8% of employment (15.2 million people) and 33.2% of annual turnover ( £1.6 Billion)6. The European Commission SME Performance Review provides estimates for the EU private sector. In 2014 SMEs account for 99.8% of firms (21.6 million companies), 67.5% of employment (88.8 million people) and 58.4% of annual turnover (â‚ ¬3.6 Trillion)9. 1Sloman, J, Hinde, K, Garratt, D. Economics for Business. Prentice Hall Financial Times, 2006. 2Muller, P, Gagliardi, D, Caliandro C, Bohn, NU, Klitou, D. Annual Report on European SMES 2013/104: A Partial and Fragile Recovery. European Commission. 2014. 5Wikipedia. â€Å"Small and medium-sized enterprises.†, http://en.wikipedia.org/wiki/Small_and_medium-sized_enterprises, accessed 4th December 2014. 6Federation of Small Businesses. â€Å"Small Business Statistics.†, http://www.fsb.org.uk/stats, accessed 30th December 2014. 9European Commission. â€Å"SME Performance Review.†, http://ec.europa.eu/enterprise/policies/sme/facts-figures-analysis/performance-review/index_en.htm, accessed 30th December 2014. 1.2 Objectives The SME sector is a significant component of the EU economy responsible for driving growth through entrepreneurship3. The primary economic benefits of entrepreneurship are: †¢ Job Creation †¢ Innovation †¢ Productivity †¢ Growth In the UK, 62% (3.3 million) ofShow MoreRelatedUK - Analysis Report31935 Words   |  128 Pagesbut the threat from terrorism continues to be high The UK adheres to a democratic, parliamentary system of governance known as the Westminster system. 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Throughout literature characters have faced oppression in...

Throughout literature characters have faced oppression in many forms including racism and sexism. Twentieth century authors have successfully captured both hardships endured and the triumphs realized. Nelson Mandela once said â€Å"No one is born hating another person because of the color of his skin, or his background, or his religion. People must learn to hate, and if they can learn to hate, they can be taught to love, for love comes more naturally to the human heart than its opposite.† Mandela professes that humans are not born to hate someone of a different color or to treat them differently. They are taught that people can survive, even flourish in the face of such adversity. The Younger family in the play A Raisin in the Sun by Lorraine†¦show more content†¦After the sudden gain of money, he will improve both socially and economically; others who had shunned him will now look up to him. Walter was raised as free and not judged by others. He did not have to deal with the problems of poverty and prejudice that came to find him as an adult. â€Å"Oh- so now its life. Once upon a time freedom used to be life – now its money. I guess the world really do change† (Hansberry 148). Walter truly believed in himself and his upcoming business. Now, since he is the man of the house, Walter is expected to pay all of the bills and provide for his entire family, but Walter cannot afford to do such things. When Walter was younger he did not realize how difficult his life would be because he was of color. Walter Lee Younger was a stubborn and selfish person. The only time Walter seems to get excited in the play is when theres talk of the $10,000 life insurance check that Walter will soon receive in the mail from his father’s death. His desire to buy the liquor store had outweighed the dreams of his family. Walter plans to use the money to invest in a liquor store with his friend, Willy Harris. He sees this investment as an opportunit y to be his own boss and to finally provide for his family the way he feels he should. His family tries to warn Walter about the dangers ofShow MoreRelatedOne Significant Change That Has Occurred in the World Between 1900 and 2005. Explain the Impact This Change Has Made on Our Lives and Why It Is an Important Change.163893 Words   |  656 Pagesendings that accord with major shifts in political and socioeconomic circumstances and dynamics rather than standard but arbitrary chronological break points. In the decades that followed the Great War, the victorious European powers appeared to have restored, even expanded, their global political and economic preeminence only to see it eclipsed by the emergence of the Soviet and U.S. superpowers on their periphery and a second round of even more devastating global conflict. The bifurcated international

Ops Presentation Free Essays

BGMT 20010 Operations and Supply Chain Management Report December 2011 ————————————————- ————————————————- ————————————————- DANKERS FUNITUTE LTD ————————————————- ————————————————- THE NEW BUSINESS PLANNING CASE ————————————————- ——————————— Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€Ã¢â‚¬â€- â€Å"If You Are Not Measuring, You Are Not Managing† CONTENTS 1. Executive Summary 2. Overview of the Organisation 3. We will write a custom essay sample on Ops Presentation or any similar topic only for you Order Now Description of the main issues raised in the case 4. Problem One; Breakdown in Organisational Relationships * Main issue raised in the case * Steps management adopted to address the issue raised * Analysis of the effectiveness of the existing approach * Recommendations on how it could be addressed more effectively 5. Problem Two; Short-term actions regarding the new product development process * Main issue raised in the case * Steps management adopted to address the issue raised * Analysis of the effectiveness of the existing approach * Recommendations on how it could be addressed more effectively . Problem Three; Long-term developments regarding the new product development process * Main issue raised in the case * Steps management adopted to address the issue raised * Analysis of the effectiveness of the existing approach * Recommendations on how it could be addressed more effectively 7. Conclusion 8. References 1. Executive Summary The purpose of this report is to provide Rolf Dank er and Danker’s Furniture Ltd with some short-term and long-term suggestions on how to successfully implement their new business venture into timber framed conservatories. This report offers advice on how to successfully incorporate this new venture into the existing processes within the company as well as recommendations on short-term establishment and long-term expansion. Some of the problems that were encountered at the onset of the venture included communication breakdowns between company departments, quality concerns in the two existing Strategic Business Units, and resource constraints. This report suggests that Danker’s adopt a swim lane process map to help with the communications failures as well as improvements in the internal and external supply chains. 2. Overview of the organisation During the 1800’s, a Danker family from Norway moved to County Meath, Ireland. The family was associated with a tradition of high quality furniture design, and high-class customary made furniture. The Danker family discovered that there was a market for their furniture in Meath, enclosed by rich middle class estates. During the next few generations, the Danker’s family continued the family tradition of making furniture and at the end of the 20th Century, ‘Danker’ was renowned for its ability to produce customised hardwood design based on clients specific requirements and specifications. The company became known as Danker’s Furniture Ltd and was well established in the manufacturing markets. The company had been very profitable and had obtained a great reputation. But in the late 1990’s the company experienced problems and the newly appointed Managing Director Rolf Danker appointed me as operations manager, which quickly resolved the underlying difficulties in the business at the time. Currently under the management of newly appointed Managing Director Rolf Danker, the business’ strategic focus is to grow and expand through the production of new goods and services. The massive economic growth in the 1990’s resulted in a huge development in the construction area, Rolf Danker, successfully discovered an opportunity to enter into the standard cabinetry market. The company started making kitchen cabinets and wardrobes to exploit the rapid increase in the number of houses being built which required reasonable priced furniture. Danker’s believed that their established reputation in the customised furniture making industry accompanying the standard cabinets would increase their market share. Rolf believed that this would be a quick way to increase profits instead of continuing exclusively with the previous business model. But by the 2000’s Rolf’s new initiative caused problems in the company’s business foundations. Fortunately, Rolf appointed me as Operations Manager at Danker’s, which helped to quickly resolve the underlying difficulties in the business at the time. Now in 2002, the company has two independently operated strategic business unites (SBUs), the craft purpose-made and the standard cabinet, the business is performing well again and enjoying good profit margins. 3. Description of the main issues in the case The division was completely financed from the company’s reserves, and in 2002, the company’s balance sheet was very strong with no long-term loans or debt equity. Bankers to the company were very willing towards them and the company were constantly being encouraged by the bankers to take up the finance being offered to them and further expand their business. Following a new product concept generation process involving external consultants, a gap has been identified in the market and the Danker’s Board has agreed to enter the timber conservatory market. The Irish market for conservatories is constantly growing but there is not a huge demand in the home market for hardwood timber framed. But it has been recognised that the UK market is around 20 times the size of the Irish one with a 50% share being for timber framed conservatories. It has been explained that due to the foregoing and rising interest in ‘sustainable construction’, which has been evident in the growth of timber-framed windows, due to improvements in technology and conveniently meets revised Irish Building Regulations. There is no dedicated manufacturer for timber conservatory in the Irish market and this is where Danker’s have seen the opportunity, coupled with the attraction of the large, growing UK market. Rolf feels before focusing on the export opportunity, the company should focus on the home market first and gain experience, amend any defects in their product and then look to expand into the huge UK market. This will be Danker’s third SBU. Rolf has asked me as Operations manager to plan this new business venture for the company. Duty as operation manager is the planning, scheduling and control of the activities that transform inputs into finished goods and services. For the new venture to succeed it is important that there is close co-operation between marketing, operations and engineering. * The company already has got expertise knowledge and skills in the marketing and operations areas; was short on engineering skills. * Production Engineer, John Brady was appointed by Danker’s. * He is appointed to provide the initial engineering aspects for the conservatory line and then also provide production-engineering support to all the SBU’s. The sales manager drew up a report on the market characteristics for hardwood conservatories to begin the process of conservatory design and to decide on product specifications for the new product line. * The engineering manager drew up a Technical Specification Report (TSR) to develop a bill of materials (BOM) with a detailed analysis of dimensions and specifica tions for all the items on the BOM. * TSR contained a great deal of * Development costs * Product costs * Schedules * Materials technical specifications. * New product development planning schedule was also developed This plan was presented to the management team meeting and was approved. * The plan approved is to have the third SBU first production lot produced in 11/12 months time. * In order for the development plan to be a success, need to strictly adhere to the planning schedule, as any delay will result in extra costs. * This is when some problems began to arise. * Jack, the sales manager, did not see the need to have weekly product design meetings with John because he felt that the marketing and production teams already had enough to worry about with their existing products. In this report, we address this breakdown in communication as well as potential problems that will arise within the short-term and long-term operations and supply chains of the company from implementing t heir new timber conservatory SBU. 4. The first problem identified was what could be done to clarify the organizational relationships between marketing, production, and engineering. The issue that arose with the introduction of the third SBU was the smooth functioning of the interdepartmental relationships within the company. To create a successful new product it involved more work than the primary sourcing of materials and construction of the conservatories. There needs to be a cohesive and common effort made by all departments to achieve success for this new product. We see this problem arising with Jack, sales manager who was slow to hand in the report on the market characteristics of hardwood conservatoires and declined to attend the weekly product design meetings, claiming the marketing department had too much on its plate. A problem is created in the intrinsic makeup of the product, as now market research is not being contributed to the production of the new product. This could be a fatal flaw for Danker’s as they could be producing something that is not exactly what the customer wants. This increases the riskiness of this new venture. As well as this problem the breakdown in the relationships can result in delays and process breakdown as well as distracting from the two other S. B. U’s of the business. The approach management took to address the issues raised was to focus on improving the relationship between the departments. This was done with a focus being placed on department approval. This system was going to be implemented at the weekly product meetings. Here the department heads could input on resources available, capacity and ability of their department to input on the production process. Jack would be able to have an input into important feedback in relation to aiming and promoting the product to the right customers. A recommendation that could effectively deal with the issue is to implement swim lane process maps. The implementation of swim-lane process maps by the management at Danker’s will help to clarify the organisational relationships between marketing, production and engineering and combat the breakdown in their relationships. The swim lane process maps allowed each department to determine exactly what was required of them throughout the new product design process and prevented situations occurring where marketing refused to attend weekly product design meetings because they felt they were being overworked. Each department was required to attend the weekly product design meetings; this was the first stage of the swim-lane process maps, the second stage involved finalising the product design and this was successfully carried out by the three departments and the third strategic business unit is now ready for launch into the Irish market. There was no ambiguity in relation to what was required from each department and if they were unsure of their role in the development process they re-analysed the swim-lane process map and took corrective action. 5. The second problem that we focused on was to look at what short-term actions could be done to improve the new product development process. For the new venture to succeed it is important that there is close cooperation between marketing, operations and engineering. * The company already has got expertise knowledge and skills in the marketing and operations areas; was short on engineering skills. * Production Engineer, John Brady was appointed by Danker’s. * He is appointed to provide the initial engineering aspects for the conservatory line and then also provide production-engineering support to all SBU’s. The sales manager drew up a report on the market characteristics for hardwood conservatories to begin the process of conservatory design and to decide on product specifications for the new product line. * The engineering manager drew up a Technical Specification Report (TSR) to develop a bill of materials (BOM) with a detailed analysis of dimensions and specifications for all the items on the BOM. * TSR contained a great deal of * Development costs * Product costs New product development planning schedule was also developed New Product Development Planning Schedule – 2003| Jan| Feb| Mar| Apr| May| Jun| Jul| Aug| Sep| Oct| Nov| Dec| Jan| Establish Project Team|   |   |   |   |   |   |   |   |   |   |   |   |   | Define Marketing Need|   |   |   |   |   |   |   |   |   |   |   |   |   | Concept Cost Estimate|   |   |   |   |   |   |   |   |   |   |   |   |   | Technical Specs Complete|   |   |   |   |   |   |   |   |   |   |   |   |   | First Model Complete|   |   |   |   |   |   |   |   |   |   |   |   |   | First Model Testing|   |   |   |   |   |   |   |   |   |   |   |   |   | Design Review Meeting|   |   |   |   |   |   |   |   |   |   |   |   |   | Hazard A nalysis|   |   |   |   |   |   |   |   |   |   |   |   |   | Field Test Model Tests|   |   |   |   |   |   |   |   |   |   |   |   |   | Production cost Estimate| | | | | | | | | | | | | | Tooling / Process Design| | | | | | | | | | | | | | Release to Production| | | | | | | | | | | | | | Order Parts| | | | | | | | | | | | | | Production of Lot 1| | | | | | | | | | | | | | This plan was presented to the management team meeting and was approved. The plan approved is to have the third SBU first production lot produced in 11/12 months time. This approach adopted by management could be successful, but they need to strictly adhere to the planning schedule, as any delay will result in extra costs. The hiring of an engineering production manager was very valuable as he created a TSR which would aid the BOM ensuring the correct materials would be ordered, avoiding a potential loss of earnings. Recommendations which could provide additional help to Danker’s would be for each individual sector to improve their own areas which would impact on the overall development process in the short term. For engineering department important aspects they could focus on would be concept development and design. In the marketing area, it is critical that planning improves as well as commercial preparation. By encouraging Jack attendance at the weekly meetings, he will have detailed knowledge of the other two departments, which will aid him in designing the marketing strategy for the SBU. In the production sector, it is vital that process for the supply chain is efficient. By implementing a detailed process map, this will ensure that there is an efficient process layout selected. The layout can then be measured using takt time, theoretical minimum and line balancing so that the amount of time idle at the workstation is minimised and the Danker’s can maximise their capacity. This process can then be evaluated at the end of the first year to identify any areas for improvement and opportunity to improve efficiency. The operations manager also needs to ensure that there is good, quality control. All products produced need to adhere to the ISO 9000 and ensure that all products are inspected before they leave the production’s premises. In order to gain a competitive share of the Irish timber conservatory market, Danker’s must develop a competitive strategy. A business strategy can be defined as the identification of the market(s) in which the business will participate and how the business will gain a competitive advantage in those markets. A strategy is a pattern that integrates an organisation’s major goals, policies and actions into a cohesive goal in order to gain a competitive advantage. There are two main types of strategy; 1) Cost Leadership Focus This strategy involves company managing their costs better than their competitors, so that they can offer a lower cost to their consumers. 2) Differentiation focus The product produced is unique. Customers are willing to pay premium price for it. Having seen already by the work done by the operations manager, Danker’s imposes two different strategies for its two SBU’s; 1) Cost leadership focus implemented for the standard cabinet 2) Differentiate focus for the custom made furniture. Now that Danker’s are producing their third SBU, it is important they distinguish what strategy they are going to implement with it. As operations manager, we recommend that we implement a cost leadership strategy with the production of timber conservatory market. If we succeed in managing our costs better than other competitors in the fragmented home industry, this will enable us to offer a lower price to our consumers and enable us to gain a competitive advantage in the market and contribute towards the goal of becoming the market leader in the Irish Market. As operations Manager, my job is to make sure that * The business strategy gets translated into operational terms. * Assure the co-ordination with marketing and engineering. * Provide direction and guidance for operation decisions. The operations strategy is a pattern of structural and infrastructural operations decisions that configure the shape and design of the operations function and constitutes the operations strategy. Currently Danker’s had two production lines, one for craft purpose-made and one for the standard cabinetry. We propose as operations manager that Danker’s changes its operations to three production lines, which would incorporate its new business products production process. In the short-term, we would advise Danker’s to use its retained earnings to fund the creation of the third product, as unknown whether its going to be a success, so should start out small to minimise costs. If Danker’s were having difficulties with three production processes or were struggling to fulfil capacity requirement, we recommend that Danker’s could subcontract out the work. There would be no production costs involved. They would have to pay the company but if successful they could expand and develop the company. We propose that Danker’s outsource their distribution costs which are not close to their production premises and engage in distribution contracts with company’s in the North, South, West and deliver to companies in the East of Ireland. 6. The third point recognised was the long-term developments of the new product development at Danker’s. Apart from this new product development opportunity on the home market, Rolf and the Danker’s Board were also attracted towards the larger, growing market for timber framed conservatories in the UK. However Rolf felt that before focusing on this export opportunity, the company should first gain experience in the market / industry sector on the home market first, modify any shortcomings in the product-offer, and then look at how he might make in-roads in the UK. Rolf reckoned that the introduction phase of timber conservatories in the Irish market would need to have 2/3 years experience in Ireland to confirm its viability, before entering the UK market. The UK market is 20 times the size of the home market and up until now it has been described as a fragmented joinery industry. There is great potential to break into the UK market and establish as a leader in the market. This would generate huge profits for Danker’s. It is important to note that Danker’s Balance Sheet has been very strong, with no debt equity, long-term loans, or overdraft. Bankers to the company were very favourably disposed towards them. Rolf Danker and his accountant brother Erik were constantly being encouraged by their bankers to take up the finance being offered to them and expand their business further. This approach taken by management to gain experience in the Irish market first, evaluate the product, and adjust any shortcomings they may experience before attempting to break into the UK market is crucial. 2-3 year’s experience in the home market would be essential before expanding. Before expansion of the product it is vital that our strategy in the short term is achieved and we successfully become a market leader in the home market first. This will enable us to establish a reputation while creating a loyal customer base giving us a competitive advantage against competitors in the market. Furthermore, this would provide Danker’s with experience of the market before attempting to make in-roads in the UK. Provided we are successful in the home market, there are a number of tasks that would need to be in place for expanding our product. We would need to expand the business by purchasing a larger warehouse to produce the goods in order to facilitate production in the wider UK market as well as maintaining production in the home market and our other SBU’s. To aid expansion, we recommend on taking up on the Bank’s offer providing us with a loan. By increasing capacity this will enable Danker’s to avail of a number of capacity considerations. There include economies of scale, technology/labour mix, and learning curves. With economies of scale the average unit cost decreases as output increases. It is essential that Danker’s are able to obtain lower costs by expanding their business. The technology/labour mix means that Danker’s can improve capacity by introducing new technologies, which will increase fixed costs but reduce their variable labour costs. The phenomenon of learning curves results in increasing output overtime, without an increase in resources. The external supply chain would also need to be developed to penetrate the UK market. The existing supply chain used in the home market would be a template and then extend and adopt it to make it suitable for the UK market. An effective recommendation could be to design a detailed process map. This would allow all staff to ascertain what was required at each stage and the time constraints that would need to be adhered to. As operation manager, it is in imperative to ensure that the process is efficient. However, if Danker’s are finding it difficult to break into the UK market, they could create Strategic Alliance with suppliers from the UK. Distribution costs and warehouse costs will be a major contribution to costs as the firm breaks into the UK market. There needs to be smart decisions made by the operations manager in regards to logistics management. This involves the planning, implementation, and control of the effective flow and storage of goods from the point of origin to the point of consumption. An effective recommendation for Danker’s would be to outsource their transport requirements, this will provide more control, improve customer service, and would be less expensive for the business. With the money from the loan, Danker’s could look to develop a production center in the UK to cut costs. They should then set up distribution centers close to the market in the UK, which would reduce transportation costs. Danker’s then should evaluate their performance on their third SBU to ensure that they are achieving their goals. A method of performance, which could be used is benchmarking. This involves comparing the business to others in the industry to gauge where they stand and steps they may need to identify in order to become more successful. 7. Conclusion Once Danker’s have their third SBU up and running, they will be able to develop sales and operations plans and forecast for the business by looking at previous sales, which will help them to determine the levels of capacity required, both strategically and tactically. They will also be able to plan for future materials required and gauge what inventory levels are required for their business. This will facilitate them to be able to develop a master production schedule. This will drive the supply chain and set precise production levels. We believe that once Danker’s follows the short-term objectives and implements our recommendations, they will generate profits from their new product development and facilitate them in becoming a market leader in the home market. As a result, this will enable them to penetrate the wider UK market in the long run and alongside our advice compete with their product on a large scale. By expanding their business and creating a third SBU we believe that they can generate massive profits and become a leader in the timber conservatory market. 8. References We got our information for our report from the following; * Introduction to Operations Supply Chain Management; Bozarth Handfield, 2nd Edition (2008); Pearson International Edition. * BGMT 20010 Operational and Supply Chain Management 2011 Lecture Material, University College Dublin. How to cite Ops Presentation, Essay examples