1
Name: Dresding Medicals
Student Number:
Case Title:
SHORT CYCLE PROCESS
Who has the main responsibility of dealing with the issue/problem?
Name: Dr Laura Dresding
Position: Director of the company
What is the MAIN PROBLEM/ISSUE in this case?
● Company moving towards providing standardized products, which requires shorter leads times, high volume production and
shorter product development life cycles.___The company does not have the ability to do this currently
Why has the problem/issue happened/occurred?
● Company entering new market of new products (small black box, neurological implants and drug delivering service) requiring the
company to develop new capabilities to meet new market requirements.
When did the problem/issue arise? (date/time) AND by WHEN does it needed to be resolved?
● Problem started when company decided to change operating model to provide standardized products.
WHEN does it needed to be resolved?
● Issues need to be resolved before they start manufacturing and offer the products to the market.
● Problem needs to be fixed immediately
Case difficulty cube {1,2,2}
Analytical dimension (1)
Conceptual dimension (2)
Presentation(2)
• Problem clearly defined
• Alternative solutions given
• No decision has been taken as
yet
Further investigation and discussion to
be done on the case study since there
was no decision taken
• Capacity Strategies
• Supply chain networks
• Market Requirement
• Operation Strategy Matrix
• Polar diagram
• Operations Resources
• SWOT analysis
• Process technology strategy
• Critical information containing
time frames, actual production
numbers and market demand
is missing.
• Contains almost all relevant
information
• Information is well organized
across the case study
LONG CYCLE PROCESS
Immediate Problems/Issues
1. Fear to cope with the product demand and the new market.–Inability to cope
2. Reducing product development cycle to 12months move to agile product development
3. Review manufacturing capacity strategy (in-source/outsource)
4. Company needs to decide if they will be sub-contracting delivery of the products.
Applicable Theory
1. Capacity Strategies –
2. Supply chain networks-
3. Market Requirement
4. Operation Strategy Matrix
5. Polar diagram
6. Operations Resources
7. SWOT analysis
8. Process technology strategy
B: Case Data Analysis Apply course frameworks and analytical tools
The operation strategy matrix below shows key areas of focus should Dresding Medical proceed with their new
planned business model and market repositioning which is to migrate from producing customized goods moving
towards more standardized products. This matrix deliberates on the criticality of the company’s performance
objectives against its decision areas. Since Dresding business move is focused on a fast growing medical technology
products the market share is expected to expand rapidly, therefore it is critical for the company to revisit its
capacity strategy particularly where it intersect with quality and costs. Very critical decisions required regarding
whether outsourcing manufacturing or developing new technology in-house since this relate more with capital
costs. Desron needs to weigh options to figure out which option is more viable in terms of costs. Producing in high
volumes will definitely require high-speed processing machinery to keep up with the expected growth in the
market share and this shall be a high focus area. The new Desron operating model is crucial to all aspects of its
operation plan therefore it is imperative for the company to put measures in place to safe guard against trade-off
between the quality of products produced and the mass production subsequent to capacity strategy
implementation
1. Operation Strategy Matrix
Quality
• Trade-off
between the
quality of
products
produced and
the mass
production**
• Customer pressure can
possibly affect the product
quality*
Dependability
• High volume
manufacturing
Speed
• Outsourcing logistics
capabilities***
• Producing in
high volumes
will require
processing
• Agility in product
development ***
standardized
goods.***
save cost*
manufacturing
technology in-
house***