OPM 533

Operation Management

INDIVIDUAL ASSIGNMENT
Product design assignment: Regal Marine

ANIS AMIRAH BINTI ABDUL RAZAK

2017131165
RAS2015A

MADAM NURWAHIDA BINTI FUAD

 ASSIGNMENT OPM 533 (REGAL MARINE BOAT MANUFACTURING)

Operations management are divided into few categories such as planning, organizing and
supervising in the contexts of production, manufacturing or the provision of services. As example,
if it is delivery-focused, to make sure the organization successfully turns inputs to outputs in an
efficient manner. The inputs themselves could represent anything from materials, equipment and
technology to human resources such as staff or workers. One successful company or organization
resulting from a good operation management by its managers and world class organization
regularly makes a decision that affect the strategy to achieve its mission.

The decision focus on the key issue: -

Quality Products Process

Location Inventory Layout

Purchasing

Regal Marine is one of the top 10 largest power in boat manufacturing based on Orlando,
Florida. The business of regal marine is increasing day-by-day due to the good management by
the managers and organization with come out a good mission for their company. A company
cannot reach their target without having a mission which leads where the company going and
strategy is an action plan on how the company plan to make their mission success.

The strategy process starts with the company mission which is to provide luxurious,
innovative and finest quality boats that fulfill customers’ pleasure and to be optimistic and
imaginative to manufacture innovative marina boats. Tim Kuck, Vice President of Regal Marine
states that they make a difference in their products through constant innovation, unique features,
and high-quality boat and yatch.
 In Europe products, Tim Kuck highlighted they have 5 to 6 difference dimensions include
the value, quality and satisfaction from the customers is critically important in running a business
and the most important is the integrity, honesty and character. Character is important because in
business, when a businessman have a good attitude more people will deal with them such as Regals
Marine that have over 120 dealers in US and around the world and those dealers or distributers
will represent the product in the marketplace.

Next, the production will continually be working on the ability of products to come out
with low cost production over the time. The consumers will be getting a better boat each year and
the price also will increasing due to the variation of new technology installed in the boat and higher
value and quality compared the year past. All the competitors will try to do the same things, but
the people and the team of Regal Marine is the key component by doing all the designing and
honest in accomplish the company’s strategy.

The product design product by Regal Marine is different and has their own distinctive
design compared to their competitors. The company use the differentiation strategy to fulfill their
mission by making a distinctive and high value product to consumer. The company design and
manufacturer provide 22 types of different boats in luxury performance and according to the
budget of the consumer. The distinctive means it has their own features and characteristics such as
providing interior custom design according to the consumer likes and use a good material but with
low cost. Therefore, the consume will willing to invest their money because we can design the
product according to their preferences said Tom Kurk.

The company manage to fulfil the consumer dreams which is buy the boat at low cost
because the operation strategy by the company. They produce the different model in manufacturing
on different assembly lines in separate buildings which means they make the product by their own
and not order stuff from others company to make their products.

In conclusion, the Regal Marine company can achieve their target easily because their
operation management was arranged properly and the leadership in managing the company shows
they have a lot of knowledge in manufacturing boat and lead the company to establish in
worldwide.
The Regal Marine company has all 10-operation management decision:

Inventory
• Just in time (JIT) has been used in Regal industry. Similar components have also
been used in every boat.
Process Controlling
• There is different assembly-line implanted in different buildings where distinctive
models are being manufactured.
Maintenance
• The industry maintains its products by checking the quality packaging and provide
a warranty on their products.
Scheduling
• By using computer-aided and other communication high-tech, Regal Marine
schedules its facilities and shipment properly so the product will reach customer
on time.
Location
• Regal Marine located at Orlando- Florida, the main location where manufacturing
is conducted.
Layout Strategy
• Orlando,Florida is the main location where manufacturing is conducted.

Quality Management
• The industry always concerned about its quality standards so the only use the high
quality material.
Service design
• Regal has structured mainly 27 distinctive and lavish designs to satisfy their
customers.
Human Resource Management
• The industry associate itself with Orlando personnel agency for outsourcing,
repairing and boat construction.
Supply Chain Management
• Suppliers are very important, not only in providing quality and on time delivery but
performance and image.