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Operation Managment

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Galanz Enterprises Group Co. Ltd

Executive Report
September 2011

Executive Summary

This executive report is to aid the Board of Directors of Galanz in examining the company’s market position. We will make a series of recommendations in order to direct the company towards greater future success.

During the early years of development (1991 – 2000) Galanz order wining factors (OWF) which contributed directly and significantly to customers choosing their products over competitors’ products included: 1. Low cost/ value for money 2. R & D capacity and production 3. Innovation

During this same time the order qualifying factors (OQF) which were the minimum things required in meeting customer expectations, were: 1. Own Magnetron Product capacity 2. Blue print brought from world leader- microwave oven technology 3. Production capacity—three shifts; 24/7-365

Galanz has progressed through three distinct phases of business development in getting to where it is today. These are:

Phase 1
Galanz started off as an original brand Manufacturer (OBM) manufacturing and selling own-branded microwave ovens in the domestic Chinese market. Production technology and key component parts were purchased from Japan.

Phase 2
Galanz then incorporated contract manufacturing into its business operations undertaking original equipment manufacturing (OEM) of component parts for foreign microwave manufacturers and exporting them to their respective markets

Phase 3
Galanz then expanded their original brand manufacturing (OBM) arm in the international market as well as building up an Original Design Manufacturing business.

Over the years, Galanz’s operations objectives changed from a focus on customer service at low cost through to resource utilization and innovation.

| | |VOC |VOB |
| | |Cost |Quality |Service |Flexibility |Delivery |

In addition to understanding how Galanz values the Voice of the Customer and Business we see that technology has played a huge part in the current successes:
|1. Acquiring specialised technology |
|2. Galanz has grown into a manufacturer of white electric appliances from the key technologies |
|3. Key technologies have great importance in its development and high end products will enable the business to take on the global market |
|4. Technology has increased Galanz's investment in product research and development and has strengthened the innovations |
|5. The key technology of Galanz has satisfied it's production needs and have been exported to the overseas countries |
|6. The complementary abilities needed for seizing the main technological paradigm |
|7. The complementary abilities needed for following the design dominance of technology |
|8. The complementary abilities needed to control the transformation of design dominance |

Galanz have developed Competitive Strategies on how to effectively compete with other companies, and to win customers. These Competitive Strategies are supported through relating Operations Strategies of which we can see a mapping on the following page.

With Galanz operating an OBM business in the Domestic and International market as well as OEM and ODM business running in parallel we can see this contributes to a challenging distribution of resource. Here we can see the greatest differences between these operations in relation to the several key components:
|Differences between: |OEM/ODM |vs |OBM |
|Production |Small quantity of one model | |Large quantity |
| |High variety | |Low variety |
| |Made to order | |High effort forecasting production planning |
| |Low effort forecasting | | |
|Design |Complicated product configuration | |Large variety of whole product designs |
| |Technological inventions were developed | |High focus on look and feel |
|Marketing |No marketing required to end consumers | |High marketing |
| |Low cost, high quality strategy | |Direct to customer strategy |
| | | |End consumer marketing focus |
|Distribution |On time delivery | |Right products, right quantity, right time |
| |Resource Utilisation orientation | |Extra inventory absorbed in the seller’s market |
| | | |Customer Service orientation |
|Customer Service |Industrial clients answer customer queries directly | |Significant work was undertaken to train staff in handling end user queries such as: after |
| |Little end customer service after sales | |sales services, product repair and maintenance, product safety, complaints, returns and |
| | | |warranty claims |

We can see that there are a number of challenging operational and business factors facing Galanz in further developing the OBM international market compared to the OBM Local and OEM and ODM markets. These include:
The OBM international market is more characterised by small and varied demand with high product variety being essential to compete. Within the OBM local market, variety can be controlled and demand can be more easily forecast enabling product to be accurately manufactured and produced at the right time and in the right quantity. Within the OEM and ODM markets customers place orders and pay on delivery which enables accurate forecasting and manufacturing. This enables inventory levels and working capital to be minimised. • Further developing the OBM international market will continue to attract the interest of the other players in the market and although Galanz may be able to win on price they have very little brand recognition in these markets. The costs of developing an international brand are extremely high and shareholders will need to be convinced that making this type of capital investment in new markets with uncertain demand is a winning strategy. This will also consume extensive management time and not necessarily pay off in the long run as suppliers of components may continue to band together to force Galanz out of the market due to being unable to source its components for a competitive price. • Galanz have significant expertise in ODM and OEM which it could further build upon to continue to be the world leader in manufacturing and design. It is also easier to raise funds from shareholders when you have dependent demand.

Recommendation

In summary, Galanz should continue its OBM strategy in the local market and continue to further build on and develop its already winning position in the OEM and ODM markets both domestically and internationally.

Should use different strategies to obtain competitive advantage in different areas/Countries: 1. Keep cost leadership strategies in low-end products or in developing Countries; 2. Product differentiation strategy to offer products and services that distinguished from competitors’ offerings-- i.e. customisation on design and service; 3. Focusing strategy to focus customer segments or markets in which to compete - ice age and life cycle; income; generation or social class. 4. The brand identity standards conform to changes in consumer psychology and evaluation strategy 5. Concern with the interests of Galanz’s consumer

Corporate Resource Management Process 1. Cost advantage from cheap labour and low price will help Galanz achieve it cost advantage 2. Innovation technology 3. Reputation of the firm 4. Target a narrow market segment 5. Large organisations usually have a defined corporate resource management process, which mainly guarantees that resources are never over-allocated across multiple projects. 6. It is to invest in resources as stored capabilities, and then unleash the capabilities as demanded--resource levelling. 7. The goal is to achieve 100% utilization but that is very unlikely, when weighted by important metrics and subject to constraints, for example: meeting a minimum service level, but otherwise minimizing cost. 8. It aims at smoothing the stock of resources on hand, reducing both excess inventories and shortages.

Galanz‘s operation is struggling with cost, time and resource management challenges. With multiple operational strategies under evaluation, it can be difficult to step back and isolate information and inputs from the various voices and contributors. Identifying which strategy and activity will meet the business objectives requires a new and deeper level of visibility into the factors and insights of all key factors.

“Solving project management issues relies on the approach that is taken and the level of engagement by all contributors. By focusing on optimizing business outcomes with multi-level insights, organizations can achieve a significant breakthrough in bottom-line results. Optimizing integrated project and portfolio management is necessary for success, and staying attuned to the inputs of the business, customers, processes and employees can go a long way toward achieving that goal.” (Wikipedia)

-----------------------
Production Capacity Expansion

Free Production Line Transfer - Obtain advanced production line - Obtain assembly technology - Staff training provided - Use excess capacity of production line - Obtain parts customisation - Improve production site - Escalate product quality

Set up component production facility

Operate 24/7

Design & development of own magnetron

Collaborate with universities to develop its magnetron

Set up R&D centres overseas

Provide after-sales service overseas

Dominate Market

Promote Own Brand Internationally

High Quality

Innovation

Large Productivity

Low Price

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