Chapter – 9 - PowerPoint PPT Presentation

1 / 20
About This Presentation
Title:

Chapter – 9

Description:

Service Management (5e) Operations, Strategy, Information Technology By Fitzsimmons and Fitzsimmons Chapter 9 Service Facility Location 9-* Discuss how a facility ... – PowerPoint PPT presentation

Number of Views:481
Avg rating:3.0/5.0
Slides: 21
Provided by: facultyW9
Learn more at: http://faculty.wiu.edu
Category:
Tags: chapter

less

Transcript and Presenter's Notes

Title: Chapter – 9


1
9
Service Management (5e) Operations, Strategy,
Information Technology By Fitzsimmons and
Fitzsimmons
  • Chapter 9
  • Service Facility Location

2
Learning Objectives
  • Discuss how a facility location is affected by
    selection of the criteria for judging customer
    service.
  • Locate a single facility using the cross-median
    approach.
  • Discuss nontraditional location strategies
    competitive clustering, saturation marketing,
    marketing intermediaries, substitution of
    communication for transportation, and the impact
    of the Internet on service location.

3
Service Facility Location Planning
  • Flexibility of a location is a measure of the
    degree to which the service can react to changing
    economic situations. Therefore, in location
    decisions plan for future economic changes and
    portfolio effect.
  • Competitive positioning refers to methods by
    which the firm can establish itself relative to
    its competitors. Multiple location or prime
    location can be barrier to entry.
  • Demand management it is the ability to control
    the quality, quantity, and timing of demand. For
    example, a hotel can control demand by locating
    near a diverse set of market generators that
    supply a steady demand .
  • Focus can be developed by offering the same
    narrowly defined service at many locations.

4
Geographic Representation
  • Location options and travel distance can be
    represented on either a plane (flat surface) or a
    network.
  • Plane provides infinite possibilities you can
    move in any direction represented by XY
    coordinates (sometimes called the latitude and
    the longitude). Distance between locations is
    measured in two ways
  • Euclidian metric or vector using Pythagorean
    theorem
  • Metropolitan method more like a grid travel in
    a city, where we move at right angle.

5
Geographic Representation
  • Location on a Plane
  • Y


  • Destination j
  • Yj
    Euclidean
  • Origin i

6
Location on a network
  • It is characterized by a solution space that is
    restricted to the nodes of that network.
  • Example, a highway system could be considered a
    network with major highway intersections as
    nodes.
  • The arcs of the network represent travel distance
    (or time) between pairs of nodes, calculated
    using the shortest route.
  • Networks can represent more accurately the
    geographic uniqueness of an area (e.g., the
    travel restrictions caused by river with few
    bridges or by mountainous terrain).
  • Unfortunately, the cost of gathering the travel
    times between nodes can be prohibitive

7
Multisite location
  • Location of a single facility is easy and can be
    solved using mathematics for an optimal location.
  • However, methods used to locate a single facility
    do not guarantee optimal results when we use them
    to find solution for multisite location problem.
    This complexity is added by
  • Demand pattern at different sites is different
  • Capacity maybe different at different sites
  • Services at different sites maybe hierarchical
    and inter-dependent, example private physicians
    and clinics offer primary care, general hospitals
    provide primary care plus hospitalization, and
    health centers add special treatment capabilities.

8
Optimization Criteria
  • Criteria for location maximization differ based
    on private or public ownership.
  • Private sector
  • In private sector, the location decision is
    governed by either minimization of cost (e.g. in
    the case of locating distribution centers) or
    maximization of profit (e.g. in the case of
    locating retail locations).
  • Typical problem here would focus on the trade-off
    between cost of building and operating facilities
    versus cost of transportation. Example, warehouse
    location problem.
  • This model maybe applied in services, when the
    decision is to locate services like consulting,
    auditing, lawn care services which require you
    to travel to the customer.
  • When the consumer travels to the facility, no
    direct cost is incurred by the provider. Instead,
    distance becomes a barrier restricting potential
    consumer demand and the corresponding revenue
    generated.

9
  • Public sector criteria
  • In locating public facility, the decisions are
    governed by the needs of the society as a whole.
  • Location decisions are complicated by the lack of
    agreement on goals and the difficulty of
    measuring benefits in dollars to make trade-offs
    with facility investment.
  • Because the benefits of a public service are
    difficult to define or quantify directly,
    substitute measure of utility maximization are
    used.
  • Utility will be maximized if people have to
    travel less to reach a public facility or more
    people can travel to the public facility

10
Effect of criteria on location
  • Maximize utilization
  • Maximize the total number of visits to the health
    care center
  • The center should be located in city C, because
    it contains a large number of elderly people for
    whom distance is a strong deterrent
  • Minimize distance per capita
  • Minimize the average distance per capita to the
    closest center
  • City B should be selected, because it is
    centrally located between the two large cities
  • Minimize distance per visit
  • Minimize the average per-visit travel distance to
    the nearest center
  • City A should be selected as it has the largest
    population and has the most mobile and frequent
    users of health care.

11
Effect of Optimization Criteria
  • 1. Maximize Utilization
  • (City C elderly find distance a barrier)2.
    Minimize Distance per Capita
  • (City B centrally located)3. Minimize
    Distance per Visit
  • (City A many frequent users)

12
Estimation of Geographic Demand
  • Define the Target Market
  • To forecast demand, we need to define target
    population. We use past records to project future
    demand
  • Select a Unit of Area
  • To forecast , we need to define geographic units
    based on 2 factors
  • Unit must be large enough to contain a sample
    size required for estimating demand
  • We should not have so many geographic units, that
    we cannot do calculations using our computing
    power.
  • Estimate Geographic Demand
  • Regression analysis
  • Map Geographic Demand on a three dimensional map
  • to provide a visual representation of the
    geographic distribution

13
Facility location technique
  • Single facility on a line
  • Suppose you want to find a location that would
    minimize the average walk to your concession from
    anywhere on the beach
  • Locate in the center if the population is equally
    divided
  • If population density is different, then locate
    the median w.r.t to the density distribution of
    the bathers
  • S site of the beach mat concession
  • location of the i-th demand point on the
    beach in feet from the origin, in this case taken
    to be west end of the beach
  • relative weight of demand attached to the
    i-th location on beach

14
  • LEAVE PAGES 260-267

15
Other criteria for site selection
  • So far we have examined location objective from
    customer convenience point of view, that is,
    distance travelled to be minimized .
  • However, there could be other criteria used for
    location as discussed in the next slide.

16
Site Selection Considerationstable 9.10, pp. 268
17
Breaking the Rules
  • Competitive Clustering
  • When firms in the same business locate close to
    each other so that customers can compare more
    easily, ex., car dealership, motels
  • Saturation Marketing
  • When a company locates its units close to each
    other to squeeze out the competition, reduce
    advertising needs, increase customer awareness,
    better inventory management. example Au Bon
    Pain,
  • Risk of cannibalizing your sales
  • Marketing Intermediaries
  • Services cannot be inventoried and are
    intangible, cannot be transported, thus limiting
    the geographic area of service
  • By using marketing intermediaries you can expand
    geographical coverage e.g. banks extend credit
    worldwide through Credit Cards, HMO

18
Continued.
  • Substitute Electronic Media for Travel
  • Technology interphase has provided communication
    possibilities that expand the coverage of
    service, example. Nurse practitioners can use
    communication with a distant hospital to provide
    health care without transporting the patient
  • Working out of home or providing service at
    customer s location , example, telebanking
  • Impact of the Internet on Service Location
  • E-commerce website becomes the virtual location
    of these firms
  • Location of the warehouse is a concern because
    you have to ship the products, e.g. Amazon.com,
    eBay, FedEx

19
Strategic Location Considerations
20
Topics for Discussion
  • Pick a particular service, and identify
    shortcomings in its site selection.
  • How would you proceed to estimate empirically the
    parameter ? in the Huff retail location model for
    a branch bank?
  • Why do you think set covering is an attractive
    approach to public sector facility location?
  • What are the benefits of using intermediaries in
    the service distribution channel?
Write a Comment
User Comments (0)
About PowerShow.com