Transcript De Mar’s Product Strategy

De Mar’s Product Strategy
A-Team
What is De Mar’s product?
Identify the tangible parts of
this product and its service
components.
plumbing, heating, and air-conditioning
products
Product Strategy says: „Solve the
customer’s problem no matter what,
solve the problem when the customer
needs it solved,and make sure the
customer feels good when you live”
guaranteed same-day service
How should other areass of
De Mar
(marketing, finance, prsonel)
support its product strategy?
marketing:
customer is the most important value for
company
„We will be there to fix your A/C on the fourth of
July, and i’s not a penny extra.”
finance:
benefit for costs
personel:
‘special’ rates for emplyees working during
‘special’ days
„the person who wants a nine to five job needsl
go somewhere else”
Even though De Mar’s product
is primerily a service product,
how should each of the 10 OM
decisions in the text be
managed to ensure that the
product is successful?
product
selection and
design
quality
process
location
sheduling
layout
HR
Supply Chain
inventory
maintanance
focus on pluming, heating and air-conditioning
products
major priority, standards exceed regulatory
requirements; same-day service while required
long product runs in specialized facielieties
Fresno, California, located in one city
hire the best; well-trained employees,
empowerment, most competitors guarantee their
work for 30 days
highly trained staff, 24-hour-a-day, 7-day-a-week
service at no extra charge for customers