Week 6 - Discussion 1

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Apr 3, 2024

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According to Collier & Evans (2024, p. 441) chase demand strategy “sets the production rate equal to the demand in each time period.” This would allow inventory to be lowered and may help eliminate lost sales. Because inventory costs remain low, this strategy qualifies as a lean approach. This strategy is a way to create value, especially for customers, using fewer resources and less waste. (What is lean?, 2020) It is expected for manufacturing to use the chase strategy to meet the ever-changing demands of their business. However, restaurants also use this strategy to meet the fluctuating customer demand. They experience peak hours or seasonal changes and at these times they may hire temporary staff or offer overtime hours to meet the increased demand. Conversely, in off-peak hours or slow seasons, they may reduce working hours or shifts. This helps them control costs. (Chase strategy: Meaning, 2023) Call centers can also implement a chase strategy by hiring more employees or scheduling more shifts during the times they expect higher call volume. Some of these times are expected, like product launches or during times they are offering special promotions. They also then reduce shifts or shift to part-time employees in their off-peak times. (Chase strategy: Meaning, 2023) Businesses are almost always trying to reduce waste and a chase strategy can help achieve this. If a major airline call center were to implement a chase demand strategy it could help reduce call wait times, especially during seasonal highs. Jamalnia, Yang, Xu, & Feili explain this strategy as, “workforce level is changed to meet, or chase, demand,” An airline call center could hire seasonal workers to help with the summer and holiday rushes, which will reduce wait times for customers. Implementing a chase strategy will keep the airline from being overstaffed during the lower call volume times but still have enough staff to handle the peak season rushes. This will ultimately help the airline to reduce waste and eliminate unnecessary costs. Finally, implementing a chase strategy at the airline call center will be a value add for customers since adequate staffing, especially during peak times, will reduce wait time which will improve customer experience and increase customer loyalty. For all these reasons, I agree with a chase strategy in an airline call center. References Collier, D. A., & Evans, J. R. (2024). Operations and supply chain management (3rd ed.). Cengage Learning. Chase strategy: Meaning. (2023, July 9). The Strategy Story - Simplifying Business Strategies . https://thestrategystory.com/blog/chase-strategy-meaning-types-examples/

Jamalnia, A., Yang, J.-B., Xu, D.-L., & Feili, A. (2017). Novel decision model based on mixed chase and level strategy for aggregate production planning under uncertainty: Case study in beverage industry. Computers & Industrial Engineering , 114 , 54–68. https://doi.org/10.1016/j.cie.2017.09.044 What is lean? (2020, April 24). Lean Enterprise Institute. https://www.lean.org/explore-lean/what-is-lean/

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