OpM Wshop Assig_Group 4_Philips Brand Store_final

8/2/2019 OpM Wshop Assig_Group 4_Philips Brand Store_final

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Operations Management Workshop Presentation

(OpM Wshop Assig_Group 4_Philips Brand Store)

Tan Hong Kai (8255090)

Renato Sliva(8040404)

Sumarleki Amjah(8221158)

Ashok Bhattacharya(8266804)


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Facility Layout

ZONING OF AREAS WITHIN THE STORE

INSPIRE EXPLORE PURCHASE


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Main Entrance


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Inspire

Push Corner/Best

Sellers/New ArrivalsSection in first 3m of store


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Explore / Engage

Clear specific themes onproduct display.


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Explore / Engage

Touch buttonsforlight switches

Simple but clearstore communications

Explore lighting optionsin various settings.


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Consultancy / Purchase

Lets Plan Station for

CustomerEngagement


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Philips Type of Layout

Process Layout (Job shop/functional layout) Transformed resource moves according to established

sequence

Layout of transforming resources optimised

Transforming resources are fixed and the transformed resources take an appropriate pathway through them


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Impact of Store Layout Optimal utilisation of space, equipment and people

Effective flows of materials, information and people

High employee morale (employees look cosy)

Safe working conditions (from field observation)

Good customer / client interaction (direct experience)

Flexibility (ample space for re-layout)

Nice ambience and aesthetics; exude comfort

Shopper traffic flow - logical sequence from Inspire toExplore and finally Purchase all within 150 sqm


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Process Flow

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Inspire ExplorePurchase(Consultancy)


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Linking Process Flow to Layout

SERVICEPROCESS

TYPESERVICESHOPS

ADVANTAGES

DISADVANTAGES

High product and mixflexibility

Relatively robust incase of disruptionsEase to supervise

Low utilizationCan have very high

inventory 500skus

PROCESSLAYOUT

LOW VOLUMEHIGH VARIETYHIGH VARIATIONHIGH VISIBILITY

PROFESSIONALSERVICES

PHILIPS

PHILIPS BRAND STORE PROVIDES TOTAL

LIGHTING SOLUTIONS WHICH INCLUDEINTERIOR DESIGN CONSULTANCY, HOMELIGHTING DESIGNER SERVICES AND STYLEORIENTATION /COMPATIBILITY TO HOME

PhilipsBrandStore


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Copyright 2006 John Wiley &Sons, Inc. 2-12

Operations Strategy at Philips RetailPhilips

Transformative power oflighting

Branded RetailPhilips Way


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Philips Retail Service Concept

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Philips Home Lighting Proposition:

Retail Implications

Easy to explore& learn

Context, learningFun, enjoyable,

Easy to understand,Intuitive, Editorial

Experience whatlight can do

Transformative effect oflight on spaces and

moods

LightingPlaygroundClean, Bright,Uncluttered,

Highly InteractiveBeing a Protagonist

For your Home

Home, hot HouseRelevant

Achievable butaspirationalHow to

Get the Look

Philips Home Lighting Retail Proposition:

A Lighting Playground where its easy to explore, learn and experience what light can do for your Home


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Operational ImplicationsSERVICE = EXPERIENCE + OUTCOME

ADVANTAGES

Service experience maximization

The lay-out allows showing more products variation and its applications helping on the salesprocess (managing multiple customers).Tentative to make more tangible the service outcome -providing customer value : 3D software (innovation)

DISADVANTAGES

Increase complexity in staff requirements (software knowledge / more and specific sociableinteraction).

Increase one more step in the process (coordinating different parts of organization) -communication between front and back office.

Increase time in service experience (including 3D simulation) could lead to workload increase staff or customer waiting time.

Risk of increase after sales services as a result of 3D simulation (results could not fitcustomer requirements)

How to ensure consistent quality in the lighting consultancy and designs?

It is an additional service, not provided before, that requires management. Increase sales butincrease costs too = can I charge more for it? Extremely flexible processes may be excellentfor responding to a wide range of special customer requirements but may be quite costly tomaintain (R.Johnson and G.Clark, 2005).


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Thank You.


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References

Johnston, R. and Clark, G. (2005). Introduction to Service OperationsManagement: Improving Service Delivery. 2nd ed. Harlow: PearsonEducation Limited.

Slack, N., Chambers, S., Johnston, R. and Betts, A. (2009). Operationsand Process Management. 2nd ed. Harlow: Pearson Education Limited.

Philips Singapore. http://www.philips.com.sg/
http://www.philips.com.sg/http://www.philips.com.sg/http://www.philips.com.sg/

Documents

OpM Wshop Assig_Group 4_Philips Brand Store_final