Harvard Case - Display Technologies, Inc. (Abridged)
"Display Technologies, Inc. (Abridged)" Harvard business case study is written by Jonathan West, H. Kent Bowen. It deals with the challenges in the field of Operations Management. The case study is 21 page(s) long and it was first published on : Jul 29, 1998
At Fern Fort University, we recommend that Display Technologies, Inc. (DTI) adopt a comprehensive strategy focused on operational efficiency, product innovation, and strategic market expansion. This strategy will leverage DTI's existing strengths in manufacturing processes and product development, while addressing weaknesses in supply chain management, information systems, and marketing.
2. Background
Display Technologies, Inc. (DTI) is a manufacturer of high-quality LCD displays for a variety of applications, including televisions, computers, and mobile devices. The company has experienced significant growth in recent years, but faces challenges in managing its operations strategy and supply chain management. DTI's success is tied to its ability to innovate and maintain competitive pricing, but its current systems are not optimized for these goals.
The case study focuses on the challenges faced by DTI's CEO, John Smith, who is grappling with increasing demand, fluctuating supply costs, and the need to invest in new technologies to stay ahead of the competition.
3. Analysis of the Case Study
Operations and Supply Chain Management:
- Inventory Management: DTI struggles with inventory control, leading to high storage costs and potential stockouts. This is exacerbated by fluctuating demand and unpredictable supply chains.
- Production Processes: While DTI possesses strong manufacturing processes, its capacity planning and production planning are not optimized for rapid growth.
- Supply Chain Management: DTI's supply chain management is fragmented, lacking visibility and control over its suppliers and logistics. This leads to increased costs and delays.
- Information Systems: DTI's information systems are outdated and lack integration, hindering data analysis and decision-making.
Innovation and Product Development:
- Product Development: DTI has a strong track record of product development, but needs to accelerate the pace of innovation to stay competitive.
- Technology and Analytics: DTI needs to invest in technology and analytics to improve its understanding of customer needs, market trends, and competitor activities.
Marketing and Sales:
- Marketing: DTI's marketing efforts are limited and lack a clear strategy for reaching new customers and expanding its market share.
Financial Performance:
- Profitability: DTI's profitability is under pressure due to fluctuating supply costs, inefficient operations, and limited market penetration.
Using the SWOT Analysis Framework:
- Strengths: Strong manufacturing processes, experienced workforce, strong product development capabilities.
- Weaknesses: Inefficient supply chain management, outdated information systems, limited marketing reach.
- Opportunities: Growing demand for LCD displays, potential for new product development, expanding into new markets.
- Threats: Increasing competition, volatile supply costs, technological advancements.
4. Recommendations
1. Optimize Operations and Supply Chain Management:
- Implement a Lean Manufacturing Strategy: This will reduce waste, improve efficiency, and enhance productivity measurement.
- Adopt a Just-in-Time (JIT) Production System: This will minimize inventory holding costs and improve responsiveness to demand fluctuations.
- Invest in Enterprise Resource Planning (ERP) System: This will integrate DTI's information systems, improve data visibility, and enhance decision-making.
- Develop a Robust Supply Chain Management System: This will include sourcing, logistics management, and inventory management strategies to ensure timely and cost-effective procurement.
- Implement a Kanban System: This will improve inventory control and ensure a smooth flow of materials through the production process.
- Conduct Bottleneck Analysis: Identify and address bottlenecks in the production process to improve efficiency and throughput.
2. Enhance Product Development and Innovation:
- Invest in R&D: DTI should allocate resources to research and development to create new products and technologies.
- Develop a Product Lifecycle Management (PLM) System: This will streamline the product development process and improve collaboration between different departments.
- Embrace Agile Manufacturing: This will allow DTI to respond quickly to changing customer needs and market trends.
3. Expand Market Reach and Marketing Efforts:
- Develop a Comprehensive Marketing Strategy: This should include targeted advertising, online marketing, and public relations efforts.
- Expand into New Markets: DTI should explore opportunities to expand into new geographic markets and product segments.
- Leverage the Internet: Utilize online platforms and social media to reach new customers and build brand awareness.
4. Implement a Change Management Strategy:
- Communicate Clearly: DTI should communicate its strategy and the rationale behind it to all employees.
- Provide Training: Employees should be trained on new processes and technologies.
- Encourage Feedback: DTI should create a culture of feedback and continuous improvement.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: DTI's core competency lies in manufacturing and product development. The recommendations focus on leveraging these strengths while addressing weaknesses in supply chain management, information systems, and marketing.
- External customers and internal clients: The recommendations aim to improve customer satisfaction by ensuring timely delivery of high-quality products at competitive prices. Internal clients will benefit from improved communication, streamlined processes, and a more efficient work environment.
- Competitors: The recommendations are designed to help DTI stay ahead of the competition by improving its operational efficiency, product innovation, and market reach.
- Attractiveness ' quantitative measures: The recommendations are expected to lead to increased profitability, reduced costs, and improved market share.
6. Conclusion
By implementing these recommendations, DTI can position itself for continued growth and success in the competitive LCD display market. The focus on operations strategy, supply chain management, product development, and marketing will enable DTI to optimize its operations, innovate effectively, and expand its market reach.
7. Discussion
Alternatives:
- Outsourcing: DTI could consider outsourcing some of its manufacturing or logistics operations to reduce costs and improve efficiency. However, this could lead to loss of control over quality and production processes.
- Acquisition: DTI could acquire a competitor or a company with complementary technologies or market reach. This could provide access to new markets and technologies, but also presents significant financial and operational risks.
Risks:
- Implementation Challenges: Implementing these recommendations will require significant investment and effort. DTI needs to ensure that it has the resources and expertise to implement the changes effectively.
- Market Volatility: The LCD display market is subject to rapid technological advancements and fluctuating demand. DTI needs to be prepared for these changes and adjust its strategy accordingly.
Key Assumptions:
- DTI has the financial resources to invest in new technologies and processes.
- DTI's workforce is willing and able to adapt to changes in the organization.
- The LCD display market will continue to grow in the foreseeable future.
8. Next Steps
- Develop a detailed implementation plan: This plan should outline the specific steps, timelines, and resources required for each recommendation.
- Pilot test new processes: DTI should pilot test new processes before implementing them on a larger scale.
- Monitor progress and adjust the strategy: DTI should regularly monitor its progress and make adjustments to its strategy as needed.
Timeline:
- Year 1: Implement Lean Manufacturing, JIT production, and ERP system.
- Year 2: Develop a robust supply chain management system, invest in R&D, and develop a comprehensive marketing strategy.
- Year 3: Expand into new markets, implement a product lifecycle management system, and continue to monitor progress and make adjustments.
By taking these steps, DTI can successfully navigate the challenges it faces and achieve its strategic goals.
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Case Description
Display Technologies, Inc. (DTI) is a new joint venture between Toshiba and IBM Japan that is manufacturing the most advanced form of flat panel displays. With success in achieving significant production volumes, DTI has been asked to double its output as quickly as possible. Mr. Shima, DTI's president, must decide among three options, each of which has immediate and long-term strategic consequences.
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