Based On The Competitive Strategy Of A Enterprise Manufacturing Operation System Analysis

Market positioning and competitive strategy of an enterprise are evolving with the continuous changing of the market environment. As the result, each activity within its value chain should be adjusted correspondingly to support the execution of its strategy and create competitive advantage. Enterprise A is a foreign invested cosmetics company which entered mainland market nearly20years ago. It focused mainly on mid-high end products and achieved good development with excellent market status. Enterprise A decided to enter high-end market in2011based on the trend of development in the domestic market of cosmetics. And its high-end products successfully were launched and win some market share that year through efforts of related departments such as R&D, manufacturing and marketing.However there was still something that need to be improved behind this success. For example the customers were not totally satisfied with Enterprise A’s performance on quality and delivery services especially on-time delivery. This problem was due to a series of factors, and for Manufacturing Operations, its not deeply enough understanding toward the high expectation of high-end customers as well as how to create competitive advantages through excellent manufacturing also had something to do with this problem. So it’s urgent for Enterprise A to study the requirements of adjustment fell on Manufacturing Operations due to the change of its strategy, as well as the detailed causes that led to the problem of unsatisfied quality and delivery services. Related solutions should be worked out after that to effectively solve the problem, thus create competitiveness on quality and service through excellent manufacturing operations and contribute to the success of the strategy.This paper conducts systematic analysis on the manufacturing operations system of Enterprise A by means of undertaking related studies and interviews. It’s also compared with Enterprise A’s competitors to analyze the main problems, and define the contributing causes through fish-bone analysis. And finally related solutions are prepared.Process, equipment and production environment, human resources management and culture of manufacturing of Enterprise A’s Manufacturing Operations have been analyzed based on the theories of competitive strategy and manufacturing operations. Improvement solutions are raised on improving human resources management, nurturing advanced manufacturing culture, introducing high-speed automatic equipment, upgrading production environment, improving working process and standard of quality check, as well as stock management improvement.This paper works out and validates the solutions through study on short-term mismatch of Enterprise A’s Manufacturing Operations and competitive strategy. Hope this would bring some learning for the analysis and solving of similar problems.