英国杂货零售商的运营管理:特易购案例

Shujun Meng
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摘要

乐购是英国最大的食品杂货零售商,主要从事食品销售和一些非食品服务,如服装、家电、金融等。在过去的五年中,乐购的收入和净利润一直保持着健康的增长,这反映了乐购运营管理的成功。本研究旨在探讨乐购公司成功的运营管理,从而为其他公司的发展带来一些启示。本文的研究内容主要包括运营设计(产品、服务、流程和布局设计)、资源规划与控制以及产能管理。在运营设计方面,乐购推出了绝对无盐、无糖、无人工色素和香料的新婴儿食品系列,以保护儿童健康;采用俱乐部卡、边走边扫、员工可见度、网上购物和送货上门等方式,给顾客带来更多实惠和便利;乐购属于大众服务流程,采用热成像摄像机跟踪技术,监控排队长度,减少顾客等待时间,提高服务速度和灵活性。乐购主要采用功能布局,保持门店布局不变,让顾客快速找到商品,节省购物时间,并设计商品陈列位置,增加收入。在计划与控制方面,乐购属于 "从生产到库存"(Produce to stock),表现出商品批量大的特点,这可以节省顾客的时间,因为商品已经提前生产出来供顾客购买。在能力管理方面,乐购采取了混合策略,即追逐需求和需求管理来管理错配。有效的运营管理策略为乐购实现经营目标、增加利润和长远发展做出了突出贡献。
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Operation Management of Grocery Retailer in the UK: A Case of Tesco
Tesco is the biggest grocery retailer in the UK focused on food products selling and some non-food services such as clothing, home appliances, financial, etc. Over the last five years, Tesco has had a healthy growth in revenues and net profits, which reflects the success of Tesco's operations management. The purpose of the study is to explore the successful operation management of Tesco company, which can bring some inspiration for other companies to grow. This paper mainly includes operation design (products, service, process, and layout design), resource planning and control, and capacity management. In terms of operation design, Tesco launched a new baby food range with absolutely no salt or sugar, no artificial colors or spices to protect children’s health; Clubcard, Scan as you go, staff visibility, and Online shopping & Delivery adopted for giving customers’ more benefits and convenience; Tesco belongs to mass service process, adopts tracking technology named thermal imaging cameras to monitor queue lengths, reduce customer waiting time, increasing service speed and flexibility. Tesco mainly uses a functional layout, keeps the layout of its stores the same to allow customers to quickly find the goods, saving shopping time, and designed the display locations of its products to increase its revenue. For Planning and control, Tesco belongs to ‘Produce to stock’, which shows the characteristics of a high volume of products, which can save customers’ time, because the products have been produced in advance for customers to buy. Regarding Capacity management, Tesco adopted a mixed strategy which is chase demand and demand management to manage mismatches. Effective operation management strategies have made outstanding contributions to the realization of Tesco's business objectives, profit increase, and long-term development.
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