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"An exciting new era of global manufacturing is ahead - driven by shifts in demand and by innovations in materials, processes, information technology, and operations. The prospect is for a more “global” manufacturing industry, in which developing economies are the source of new customers as well as the source of low-cost production....
Some forces are already being felt: the shift of global demand toward developing economies, the proliferation of products to meet fragmenting customer demand, the growing importance of value-added services, and rising wages in low-cost locations.
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new consumers often require very different products to meet their needs, with different features and price points, forcing manufacturers to offer more varieties and SKUs (stock-keeping units). At the same time, customers in more established markets are demanding more variety and faster product cycles, driving additional fragmentation. Finally, customers increasingly look to manufacturers for services, particularly in business-to-business (B2B) markets, creating an additional demand shift.
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The growth of global value chains has increased exposure of many companies to the impact of natural disasters, as Japan’s 2011 earthquake and Thailand’s flooding have demonstrated. And after years of focusing on optimizing their value chains for low cost, many manufacturing companies are being forced to reassess the balance between efficiency gains from globally optimized value chains and the resilience of less fragmented and dispersed operations.
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Companies that stick to business-as-usual approaches will be increasingly at risk. Manufacturers will no longer succeed by “copying and pasting” old strategies into new situations. They must develop a granular understanding of the world around them—and plan the operations strategy to compete in it.
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companies must develop a detailed, granular view of markets and customer segments to identify and tailor products and supply-chain strategies to specific subsegments of markets.
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The way footprint decisions have been made in the past, especially the herd-like reflex to chase low-cost labor, needs to be replaced with more nuanced, multi-factor analyses. Companies must look beyond the simple math of labor-cost arbitrage to consider total factor performance across the full range of factor inputs and other forces that determine what it costs to build and sell products—including labor, transportation, leadership talent, materials and components, energy, capital, regulation, and trade policy. In doing so, the answers to key questions will often shift: for example, where to locate plants, or whether to automate or not."
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