
Establishing strategic direction
Very few businesses operate in a competitive vacuum, they are exposed to competition in the various market segments in which they compete. Each market segment determines if a manufacturer’s product qualifies to even be considered based on the value proposition offered by the company. Then customers look at the elements of the value proposition and decide on one or two elements that become the order winning elements.
Manufacturers, or any provider of a product or service, must know their markets well enough to identify the order qualifying and order winning elements or characteristics. Firstly to ensure their product or service will be considered but secondly to ensure they excel at delivering the order winning characteristics. Knowing what your order qualifying and order winning elements are is vital in developing manufacturing strategy.
From my experience very few plants have explicit manufacturing strategies. Many adopt the fad of the moment without putting in the intellectual effort to understand what is required to support the business in its markets segments.
Deploying Strategy
The global strategy of manufacturing is then broken down to department level strategies, both operational and support. These strategies are executed via a portfolio of projects. It is here that the rubber hits the road and it is critical good project management practices are used.
The product and service characteristics that manufacturing influences are generally based around cost, quality and delivery performance. Manufacturing strategy must provide levels of acceptable performance for order qualifying characteristics and superior performance for order winning characteristics. This can help define the priorities for strategies.
For example, a business that provides a customized product may have researched their markets to find that having an acceptable level of product quality and price (impacted by cost) are order qualifying characteristics. The order winning characteristic is a short delivery time. So where there may be a conflict between delivering these characteristics then the priority is to focus on short delivery time perhaps at the expense of cost, for example.
It is easy for manufacturing to work in isolation from the market so senior management must interpret the market for manufacturing. This can be done by using a Compass or Directions that sets the objectives for manufacturing in 4 to 6 objectives over the next 12 months.
These objectives must be SMART (specific, measurable, achievable, relevant and time-bound) and relevant to the order qualifying and winning characteristics that manufacturing can influence. Also there will be regulatory requirements manufacturing must meet – safety and environment.
The strategies and the execution of the projects to deliver on those strategies can now be monitored against the Compass Objectives. We have a destination and a road map to get there.
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