Process Design Dimensions
Standard vs. Customized, High Volume vs. Low Volume
When considering process design, the following graphic is very useful. Based on the variety of products
offered and the expected volume, this graphic can assist an operations manager in determining an
appropriate strategy.
For example, McDonald’s has a repetitive focus strategy for preparing foods in each restaurant. Typically, a
customer does not ask for special requests at McDonald’s. Burger King, on the other hand, has tried to
differentiate itself from McDonald’s with the slogan “Have it your way.” Burger King encourages
customers to request what toppings they want on their hamburger. This has led to a repetitive focus that
leans more toward mass customization.
Think about where a barber shop would fall in this graphic.
Can you determine which operations strategy is
being pursued by your local hair stylist?
Think about where toilet paper would fall in this graphic.
Can you determine which operations strategy is
being pursued in the production of Charmin, Northern, etc.?
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2017 South University
