Managing Demand Capacity Chapter 15 The Underlying Issue

  • Slides: 12
Download presentation
Managing Demand Capacity Chapter 15 § § § The Underlying Issue: Lack of Inventory

Managing Demand Capacity Chapter 15 § § § The Underlying Issue: Lack of Inventory Capability Capacity Constraints Demand Patterns Strategies for Matching Capacity and Demand Yield Management: Balancing Capacity Utilization, Pricing, Market Segmentation, and Financial Return § Waiting Line Strategies: When Demand Capacity Cannot Be Matched Mc. Graw-Hill/Irwin 15 -1 Copyright © 2009 by The Mc. Graw-Hill Companies, Inc. All rights reserved.

Objectives for Chapter 15: Delivering Service Through Intermediaries § Explain the underlying issue for

Objectives for Chapter 15: Delivering Service Through Intermediaries § Explain the underlying issue for capacity-constrained services: lack of inventory capability. § 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) adjusting capacity to meet demand. § Demonstrate the benefits and risks of yield management strategies in forging a balance among capacity utilization, pricing, market segmentation, and financial return. § Provide strategies for managing waiting lines for times when capacity and demand cannot be aligned. 15 -2

Variations in Demand Relative to Capacity 15 -3

Variations in Demand Relative to Capacity 15 -3

Understanding Capacity Constraints and Demand Patterns Capacity Constraints § Time, labor, equipment, and facilities

Understanding Capacity Constraints and Demand Patterns Capacity Constraints § Time, labor, equipment, and facilities § Optimal versus maximum use of capacity Demand Patterns § Charting demand patterns § Predictable cycles § Random demand fluctuations § Demand patterns by market segment 15 -4

Demand Capacity for Service Providers 15 -5

Demand Capacity for Service Providers 15 -5

Constraints on Capacity 15 -6

Constraints on Capacity 15 -6

Strategies for Shifting Demand to Match Capacity 15 -7

Strategies for Shifting Demand to Match Capacity 15 -7

Strategies for Adjusting Capacity to Match Demand 15 -8

Strategies for Adjusting Capacity to Match Demand 15 -8

Challenges and Risks in Using Yield Management § Loss of competitive focus § Customer

Challenges and Risks in Using Yield Management § Loss of competitive focus § Customer alienation § Employee morale problems § Incompatible incentive and reward systems § Lack of employee training § Inappropriate organization of the yield management function 15 -9

Waiting Line Strategies § Employ operational logic § modify operations § adjust queuing system

Waiting Line Strategies § Employ operational logic § modify operations § adjust queuing system § Establish a reservation process § Differentiate waiting customers § § importance of the customer urgency of the job duration of the service transaction payment of a premium price § Make waiting fun, or at least tolerable 15 -10

Issues to Consider in Making Waiting More Tolerable § § § § Unoccupied time

Issues to Consider in Making Waiting More Tolerable § § § § Unoccupied time feels longer than occupied time. Preprocess waits feel longer than in-process waits. Anxiety makes waits seem longer. Uncertain waits seem longer than known, finite waits. Unexplained waits seem longer than explained waits. Unfair waits feel longer than equitable waits. The more valuable the service, the longer the customer will wait. Solo waits feel longer than group waits. 15 -11

Waiting Line Configurations 15 -12

Waiting Line Configurations 15 -12