Austal Ships Pty Limited (ASPL) is a manufacturing company based in Henderson, Western Australia in Australia. It is a subsidiary of Austal Limited (AL) that happens to be the largest defence contractor in Australia and one of the largest worldwide. It is one of the shipbuilding and repairing sites. It has estimated staff strength of 519 employees, according to EBSCO company information. In this report, the corporate objectives of Austal Limited and ASPL’s strategy are evaluated according to their position in the market, the product range, sector trends, company’s competition and its customers. ASPL’s order winners and order qualifiers are identified and used to drive the manufacturing strategy. The proposed manufacturing strategy would be designed using the Terry Hill framework, showing decisions made on the process choice and infrastructure, as shown in table. 1. The proposed manufacturing strategy will later be compared to the deduced existing strategy of ASPL to indicate the benefits of the former over the latter. The implementation and communication issues of the proposed manufacturing strategy are addressed with relevant evaluation measure indicators proposed and discussed. Last, the analyses on the methods and tools to be used to ensure that the proposed strategy remains current within a dynamic environment.
Inhaltsverzeichnis (Table of Contents)
- AL'S PROFILE
- ASPL'S PROFILE
- MARKET TRENDS AND COMPETITORS
- ASPL'S PRODUCTS
- ASPL'S CURRENT STRATEGY
- AUSTAL SHIPS PTY LTD'S MANUFACTURING STRATEGY
- COMPANY OBJECTIVES AND MARKETING STRATEGY
- ORDER WINNERS AND ORDER QUALIFIERS
- MANUFACTURING STRATEGY
- PROCESS CHOICE
- INFRASTRUCTURE
- COMPARISON BETWEEN PRESENT AND PROPOSED STRATEGIES
- IMPLEMENTATION/COMMUNICATION ISSUES
- STRATEGY EVALUATION MEASURES
- STRATEGY TO IMPLEMENT IN CHANGING ENVIRONMENT
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This document evaluates the corporate objectives of Austal Limited and Austal Ships Pty Ltd's (ASPL) strategy based on market position, product range, sector trends, competition, and customers. It identifies ASPL's order winners and order qualifiers to drive a proposed manufacturing strategy, comparing it to the existing strategy. Implementation, communication issues, evaluation measures, and adaptability to changing environments are also addressed.
- Analysis of Austal Limited's (AL) corporate objectives and performance.
- Development and evaluation of a proposed manufacturing strategy for ASPL.
- Identification and utilization of order winners and order qualifiers to optimize strategy.
- Assessment of implementation and communication challenges.
- Strategic adaptation for a dynamic market environment.
Zusammenfassung der Kapitel (Chapter Summaries)
AL'S PROFILE: This chapter provides a detailed overview of Austal Limited (AL), a global shipbuilder and defense contractor. It traces AL's history from its incorporation in 1987 to its growth and acquisitions, highlighting its significant revenue and profitability in FY2015. The chapter also outlines AL's strategic initiatives, focusing on securing contracts, improving cost and productivity, diversifying revenue streams, and pursuing industry consolidation. The overarching theme is AL's success and its strategies for continued growth and shareholder value.
ASPL'S PROFILE: This section profiles Austal Ships Pty Limited (ASPL), a subsidiary of AL and a key player in shipbuilding and repair in Henderson, Australia. It details ASPL's contribution to AL's overall revenue in 2015, emphasizing the strong margins achieved in Australian shipbuilding. The chapter implicitly highlights ASPL's importance within the larger AL corporate structure and its role in contributing to the parent company's overall financial success.
COMPANY OBJECTIVES AND MARKETING STRATEGY: This chapter delves into the strategic objectives of Austal Limited and its marketing approach. The core goal is increasing shareholder returns through revenue growth, efficiency improvements, and strategic acquisitions. The marketing strategy focuses on expanding market share, enhancing customer satisfaction, and investing in R&D for advanced vessel development. The chapter illustrates the interplay between financial targets, operational efficiency, and customer-centric strategies.
ORDER WINNERS AND ORDER QUALIFIERS: This section identifies the key factors that determine success (order winners) and maintain competitiveness (order qualifiers) for ASPL. Order winners include quality conformance, product range, technical know-how, and after-sales support. Order qualifiers include clerical procedures, level of innovation, price, capacity, timing, location, and work structure. The analysis demonstrates how these factors impact the company's ability to win contracts and maintain a strong market position.
MANUFACTURING STRATEGY: This chapter outlines the proposed manufacturing strategy for ASPL, employing the Terry Hill framework. Key decisions regarding process choice (project process) and infrastructure (functional support, cross-functional teams) are detailed, along with considerations for manufacturing planning and control systems, inventory management (Just-In-Time), and make-or-buy decisions for components. The chapter's central theme is optimizing manufacturing processes for efficiency and responsiveness to market demands.
Schlüsselwörter (Keywords)
Austal Limited, Austal Ships Pty Ltd, shipbuilding, defense contracting, manufacturing strategy, order winners, order qualifiers, Terry Hill Model, Just-In-Time inventory, Return on Capital Employed (ROCE), market share, revenue growth, efficiency, strategic acquisitions, cost leadership, quality conformance, product range, after-sales support, innovation.
Austal Limited and Austal Ships Pty Ltd: Manufacturing Strategy Analysis - FAQ
What is the main focus of this document?
This document analyzes Austal Limited (AL) and Austal Ships Pty Ltd (ASPL)'s corporate objectives and strategies. It evaluates ASPL's current manufacturing strategy, proposes improvements, and considers implementation challenges within a dynamic market.
What companies are analyzed in this document?
The primary focus is on Austal Ships Pty Ltd (ASPL), a subsidiary of Austal Limited (AL). The analysis considers AL's overall corporate objectives and how they influence ASPL's operations.
What key themes are explored?
Key themes include market trends and competition, product range, order winners and qualifiers, manufacturing strategy (using the Terry Hill framework), implementation challenges, and strategic adaptation to change. The document also examines AL's corporate objectives and their impact on ASPL's strategy.
What is the purpose of analyzing order winners and order qualifiers?
Identifying order winners (factors that secure contracts) and order qualifiers (factors necessary for competitiveness) helps optimize ASPL's strategy for success in the shipbuilding market. This analysis guides the development of the proposed manufacturing strategy.
What is the proposed manufacturing strategy for ASPL?
The proposed strategy utilizes the Terry Hill framework, detailing choices regarding process (project process) and infrastructure (functional and cross-functional teams). It also addresses manufacturing planning, inventory management (Just-In-Time), and make-or-buy decisions.
What are the key challenges in implementing the proposed strategy?
The document addresses potential implementation and communication challenges associated with changing the manufacturing strategy. It emphasizes the importance of effective communication and overcoming potential obstacles.
How is the effectiveness of the strategy evaluated?
The document outlines measures for evaluating the success of the proposed and existing strategies. While specific metrics aren't explicitly detailed, the implication is that financial performance indicators (like ROCE and revenue growth) along with market share and customer satisfaction would be used.
How does the strategy address a changing market environment?
The analysis includes considerations for adapting the strategy to a dynamic market environment. This acknowledges the need for flexibility and responsiveness to changing customer demands and industry trends.
What is the overall conclusion of the document?
The document aims to provide a comprehensive evaluation of ASPL's current strategy and offer a well-reasoned and supported proposal for improvement, considering both internal and external factors affecting the company's success.
What is the Terry Hill framework and how is it applied here?
The Terry Hill framework is a model for analyzing and designing manufacturing processes. In this document, it's used to structure the proposed manufacturing strategy for ASPL, guiding decisions on process choice and infrastructure.
What are some key performance indicators (KPIs) likely used to assess the strategies?
While not explicitly listed, likely KPIs would include Return on Capital Employed (ROCE), market share, revenue growth, customer satisfaction, and efficiency metrics related to manufacturing processes.
- Quote paper
- Ibitayo Ajiboye (Author), 2016, Manufacturing Strategy for Austal Ships Pty Limited, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/441147
