A company’s manufacturing/ service operations are crucial to its strategic differentiation and performance. This course would explore how the operations are aligned with the company’s strategic direction. Operations Strategy helps develop a framework to best utilize the operations resources and serve as a crucial link between the planned strategy and the executed reality

This course wouldalso explore a diversified range of successful manufacturing/ service strategy across different industry sectors. This course would expose participants to various tools, concepts and frameworks that would help them to analyze an existing strategy and create a new one.

Learning Outcomes

1. The student will learn the basics of Operations and Operations strategy in the manufacturing and service sectors
2. The student will understand the components of an organizations operations through various conceptual frameworks
3. Application of tools and frameworks for analysis of a company’s operations and its manufacturing/service strategy
4. Application of the learning’s in the course to develop a Manufacturing/ Service Strategy

Classroom discussion and case discussion would be the major source of peer learning. In the initial part of the course, lecture mode would be used to highlight various theoretical foundations and explain various tools and frameworks that are needed to be used for analysis and formulation of Manufacturing and Service strategy.

Evaluation (tentative)

Evaluation will have the following components:
· Individual Assignment: 10%
· Group Project 30%
· Individual Take Home Exam 30%
· End Term Examination 30%
Instructor’s availability

The instructor will be available on campus during the periods when the sessions are being conducted. Students are encouraged to take prior appointments to make the discussion more productive.

Office Location: Guest House XIMB.
Contact Number: 0 94311 33015 Contact email; rajiv@xlri.ac.in

Course Details

Module 1:Overview of Operations and Operations Strategy

Objective: To familiarize the student with the basics concepts of Operations and its application to Manufacturing and Service Strategy

The module will cover

· The tools and techniques in practice in the area of Manufacturing/ Service industries.
· The principal improvement philosophies for processes and new product/ service introduction
· Terminology used in Service and manufacturing Strategy
· Various examples and short cases
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Module 2: Understanding and analyzing the current Manufacturing/Service Strategy

Objective: To provide the student with a set of tools and techniques to the understand the ‘AS-IS’ strategy of an organization. The module will also emphasize the need and importance of an ‘AS-IS’ analysis before formulating a new strategy.

The module will cover

· Product analysis
· Standards analysis
· Product- Process Matrix, Decoupling, Krajlic matrix, RPA, Location analysis
· Business models and its influence on the company’s operations.
· Case discussions on how to apply these techniques
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Module 3: Manufacturing and Service Strategy in Practice

Objective: To help the student understand how various organizations have shaped their operations strategy.

The module will cover using various cases (tentative)

· Telecom industry (Bharti Airtel: Sourcing)
· Airlines (Indigo, Southwest)
· Location (Semiconductors)
· Multiplants industries (Wriston)
· Food Service industry (McDonald/ Burger King)
· Organizations with outsourcing globally (Mattel)
· Various other cases
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Module 4: Formulating a Manufacturing/ Service Strategy

Objective: To provide the student to apply the theory to practice.

The module will be conducted in a workshop mode. The student will develop an outline for a manufacturing/ service strategy for two real Indian companies. They will be provided all relevant information/ videos to understand the current state. The companies are

· A small scale automobile horn manufacturing industry in Delhi
· A dairy farm and milk processing unit supplying fresh milk in Nashik and Mumbai

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