3/13/2015

Chapter

14

Managing Demand and Capacity

• The Underlying Issue: Lack of Inventory Capability • Understanding Capacity Constraints • Understanding Demand Patterns • Strategies for Matching Capacity and Demand • Yield Management • Waiting Line Strategies
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved

Objectives for Chapter 14: Managing Demand and Capacity
• Explain the underlying issue for capacity-constrained services: lack of inventory capacity. • Present the implications of time, labor, equipment, and facilities constraints combined with variations in demand patterns. • Lay out strategies for matching supply and demand through (a) shifting demand to match capacity or (b) flexing capacity to meet demand. • Demonstrate the benefits and risks of yield management strategies. • Provide strategies for managing waiting lines.
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved

1

3/13/2015

Figure 14.1

Variations in Demand Relative to Capacity

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

Understanding Capacity Constraints and Demand Patterns
Capacity Constraints • Time, labor, equipment, and facilities • Optimal versus maximal use of capacity Demand Patterns • Charting demand patterns • Predictable cycles • Random demand fluctuations • Demand patterns by market segment

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

2

3/13/2015

Table 14.1

Demand vs. Supply

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

Table 14.2

Constraints on Capacity
Nature of the constraint
Time

Type of service
Legal Consulting Accounting Medical Law firm Accounting firm Consulting firm Health clinic Delivery services Telecommunication Utilities Health club Hotels Restaurants Hospitals Airlines Schools Theaters Churches
©2003. The McGraw-Hill Companies. All Rights Reserved

Labor

Equipment

Facilities

McGraw-Hill/Irwin

3

3/13/2015

Figure 14.3

Strategies for Shifting Demand to Match Capacity
Demand Too High
• • • • •
Shift Demand

Demand Too Low
Use sales and advertising to increase business from current market segments. Modify the service offering to appeal to new market segments. Offer discounts or price reductions. Modify hours of operation. Bring the service to the customer.

Use signage to communicate busy days and times. Offer incentives to customers for usage during non-peak times. Take care of loyal or “regular” customers first. Advertise peak usage times and benefits of non-peak use. Charge full price for the service--no discounts.

•

•
• • •

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

Figure 14.4

Strategies for Flexing Capacity to Match Demand
Demand Too High
Flex Capacity

Demand Too Low
• Perform maintenance, renovations. • Schedule vacations. • Schedule employee training. • Lay off employees.

• Stretch time, labor, facilities and equipment. • Cross-train employees. • Hire part-time employees. • Request overtime work from employees. • Rent or share facilities. • Rent or share equipment. • Subcontract or outsource activities. • Outsource.
McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

4

3/13/2015

Waiting Issues
• • • • • • • unoccupied time feels longer preprocess waits feel longer anxiety makes waits seem longer uncertain waits seem longer than finite waits unexplained waits seem longer unfair waits feel longer longer waits are more acceptable for “valuable” services • solo waits feel longer
McGraw-Hill/Irwin ©2003. The McGraw-Hill Companies. All Rights Reserved

Waiting Strategies
• • • • Employ operational logic to reduce wait Establish a reservation process Differentiate waiting customers Make waiting fun, or at least tolerable

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

5

3/13/2015

Figure 14.5

Waiting Line Strategies

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

Figure 14.6

Waiting Line Configurations

McGraw-Hill/Irwin

©2003. The McGraw-Hill Companies. All Rights Reserved

6