Manufacturing Strategy

By Prof. Rajat Agrawal   |   IIT Roorkee
Learners enrolled: 1661
The aim of this course is to provide a treatment to manufacturing functions to gain competitive advantage. Normally, operation activities are considered reactive in nature. Therefore, organizations are not able to use operation function for competitiveness. W.Skinner wrote the seminal artivle in HBR in 1969 to highlight the role of manufacturing in corporate strategy. This course will discuss the process of formulation of manufacturing strategy and will also discuss various tools and techniques for making a world class organization. This course will have a right blend of theory and case discussions.

INTENDED AUDIENCE  : (1) Industry people who wants to use “operations” for competitive advantage.  (2) Students doing research in operations management.  (3)Students doing Masters and Bachelors degrees in area of operations management, industrial engineering etc. 

INDUSTRY SUPPORT :  (1)Companies involved in manufacturing activities will be the primary beneficiary of this course.  (2)Services organizations such as Hotels, Airlines, Healthcare sector will also find this course useful to leverage on their operational capabilities.
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Start Date : 14 Sep 2020
End Date : 06 Nov 2020
Exam Date : 18 Dec 2020 IST
Enrollment Ends : 25 Sep 2020
Category :
  • Commerce
  • Operations
Credit Points : 2
Level : Undergraduate/Postgraduate

Page Visits

Course layout

Week 1 : 
(1) Manufacturing output
(2) Operations Systems
(3) Operations Strategy
(4) Functional strategy within context of a firm
(5) Functional dominance within corporate strategy
Week 2  : 
(1) Concept of world class manufacturing organization
(2) 6 Ps of Manufacturing
(3) Skinners’ view and Hayes and Wheelwright framework of Manufacturing Strategy
(4) Alternative paradigm of manufacturing strategy
(5) Some generic manufacturing strategies I
Week 3  : 
(1) Developing a manufacturing strategy
(2) Understanding markets
(3) The concept of order winners and qualifiers
(4) Basic Characteristics and Specific Dimensions of Order Winners and Qualifiers
(5) Some specific order winners and qualifiers I
Week 4  : 
(1) Some specific order winners and qualifiers II
(2) Some specific order winners and qualifiers  III
(3) Some specific order winners and qualifiers (Non operation related criteria)
(4) Developing an Operations Strategy: Methodology
(5) Developing an Operations Strategy 
Week 5  : 
(1) Developing an Operations Strategy: Roth and Miller Classification
(2) Enlightened View of Manufacturing
(3) Manufacturing Strategy Taxonomy: Some evidences from China
(4) Quality Management and Manufacturing Excellence
(5) Total Quality Management and Manufacturing Excellence
Week 6  : 
(1) Deming’s approach to Quality
(2) Business Excellence Awards
(3) Process Choice
(4) Process Choice: 3 Dimensional View
(5) Product Profiling 
Week 7  : 
(1) Critical success factors for World Class Manufacturing
(2) Value Added Engineering
(3) Total Employee Involvement
(4) HR theories for Operations Strategy
(5) Flexible Manufacturing system
Week 8  : 
(1) Concept of Focus wrt Manufacturing Strategy
(2) Toyota production System I
(3) Toyota production System II
(4) World Class Manufacturing and India
(5) Achieving World Class Status

Books and references

(1)Manufacturing Operations Strategy Alex Hill & Terry Hill Palgrave Macmillan 
(2)Total Quality Management Dale H Besterfield and othersPearson
(3)Manufacturing- Missing Link in Corporate Strategy W SkinnerHarvard Press, 1969
(5)The Toyota Way J K Liker Tata McGraw Hill 

Instructor bio

Prof. Rajat Agrawal

IIT Roorkee
Prof . Rajat Agrawal is a member of faculty (Associate Professor) at Department of Management Studies, Indian Institute of Technology Roorkee, Roorkee. He is also associate faculty member at Center of Excellence for Disaster Mitigation and Management and Center of Excellence for Transportation Management, IIT Roorkee. He administers various initiatives of IIT Roorkee in the field of IPR, incubation and entrepreneurship in different capacities. He initiated incubation centre at IIT Roorkee. He is cocordinator of Design innovation centre at IIT Roorkee. He is also IPR Chair Coordinator at IIT Roorkee. Dr. Rajat is a visiting fellow to Copenhagen Business School, Copenhagen, Denmark. His area of interest is Production and Operations Management including Supply Chain Management, Manufacturing Strategy and World Class Manufacturing. He has guided thirteen Ph D thesis in these areas and published papers in journals of Emerald, Sage, Springer, Taylor and Francis, Elsevier, and Inderscience. Currently, ten students are working under him for Ph D thesis. He has more than 90 research papers in refereed journals and more than 25 research papers in refereed conference proceedings. He has developed more than 20 case studies on various aspects of supply chain management, organisational development, natural resource management, social entrepreneurship, and value co-creation. He has developed more than 15 programmes for All India Radio on various subjects of rural development and technical, management education. He has completed 10 research and consultancy projects. He was also involved in some of the international projects funded by Danish Innovation Council and European Union. He has more than 200 hours of corporate training experience with organisations like BHEL, THDC India Ltd., Power Finance Corporation Ltd., Syndicate Bank, Everest Industries, and Rockman Industries etc.

Course certificate

• The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
• The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
• Date and Time of Exams: 18 December 2020, Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
• Registration url: Announcements will be made when the registration form is open for registrations.
• The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
• Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.

• Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course. 
• Exam score = 75% of the proctored certification exam score out of 100
• Final score = Average assignment score + Exam score

• If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.
• Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee. It will be e-verifiable at nptel.ac.in/noc
• Only the e-certificate will be made available. Hard copies will not be dispatched.

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