1. Operations Strategy at Galanz
2. Managing a Short Product Life Cycle

Students are to select one of these cases. In selecting a case, it is suggested that you select a case as similar as possible to the company in which you are employed. By selecting a case where some correlation can be made to professional experience, a more beneficial learning experience can result from this assignment where potential immediate applications of the learning can be directly implemented during your daily job responsibilities.

Read and analyze the selected case closely and apply the critical thought process as practiced during the in-class exercises. The case must be evaluated from an operations perspective.

Provide a high-level executive summary of the situation from a long term, strategic perspective. In this summary, also include comments as to how well the daily operations align with the company’s strategy. As in the business world, perfect information is not available. Only the facts as written in the case study are available for your analysis.

Develop an action plan and explain in detail the support for this plan, using operations as a basis for your decision. Note: there is no single correct answer for this part of the assignment. Building a strong operational business case from an operations perspective will earn maximum points for this element of the assignment.

Next, answer the questions at the end of the case. Your responses must be clear and concise in relation to concepts from the textbook and class discussions. Direct citations to sections of the text and possible direct pages are required.

It is anticipated that total responses will require approximately ten to twelve pages of typed text. A title page is required. Twelve-point font either Time New Roman or Calibri is required in M/S Word, double spaced with one inch or equivalent metric margins top, bottom and sides of pages.

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These solutions may offer step-by-step problem-solving explanations or good writing examples that include modern styles of formatting and construction of bibliographies out of text citations and references. Students may use these solutions for personal skill-building and practice. Unethical use is strictly forbidden.

Executive summary:

Galanz has come a long way in its success path from being a down feather manufacturer to the world-class leader in the production and marketing of microwave ovens. It has captured more than 60% of the domestic market and 40% of the overseas market. However it has been facing with various problems/issues along its path of success like increasing demand which was solved through outsourcing of magnetrons; retrenchment of its suppliers (magnetrons) which was effectively handled through transferring itself from being an OEM to ODM; handling of customer complaints which was solved through establishing customer service centers and lastly difficulties in handling cultural differences in the global markets which ought to be solved through global marketing strategies. Currently, Galanz has been facing a dilemma regarding its OBM strategies and whether it can be coordinated with the OEM and ODM strategies in the domestic market and overseas market. As there is a lack of brand image for the products of Galanz in the overseas market, adopting OBM methods would prove to be effective to take it to greater heights of success.
This paper analyses the case of Galanz from the viewpoint of its operational strategies and provides recommendations based on the discussion of the case. The case questions are also answered towards the end of the paper.

Introduction to the case:

Before entering the market of electronic appliances, Galanz was known for its manufacturing of down feathers in the small factory at Shunde in China. However, increase in competition, and the increasing tariffs and the restrictions on the export quota all hinder the growth of the company that caused the profits becoming stagnant.
During this period, the chief executive officer and the vice chairman of Galanz realise that they have to look into a potential market with greater Scope for profits and after noting the market for electronic appliances, and the living habits of Chinese population, it was found that the microwave oven market was faced with less competition and demand was showing an increasing trend....

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