Professional Documents
Culture Documents
Center of Gravity Note
Center of Gravity Note
Management
Location Strategies
Chapter 8
8-1
Outline
Strategic Importance of Location.
Factors That Affect Location Decisions.
Methods of Evaluating Location Alternatives.
The Factor-Rating Method.
Locational Break-Even Analysis.
Center-of-Gravity Method.
The Transportation Model.
Integer Programming.
Service Location Strategy.
8-2
Federal Express
“Invented” overnight delivery.
Uses “hub” concept.
Enables service to more locations with fewer aircraft.
Concentrates package flows to exploit transportation
economies of scale.
Enables sorting economies of scale.
8-3
Location Decisions
Long-term strategic decisions.
Usually expensive & difficult to reverse.
Affect fixed & variable costs.
Transportation cost is up to 25% of product price.
Other costs: Taxes, wages, rent etc.
8-4
Industrial Location Decisions
Cost focus.
Revenue varies little between locations.
8-5
Service Location Decisions
Revenue focus.
Costs vary little between market areas.
8-6
Organizations That Locate Close to
Markets/Customers
Government agencies.
Police & fire departments, post offices, public libraries.
8-8
Location Decision Sequence
Country Region/Community
Site
8-9
Factors Affecting Country Decision
Government rules, attitudes, stability, incentives.
Labor availability, attitudes, productivity, cost.
Availability of supplies, communications, energy.
Culture & economy.
Location of markets.
Exchange rate.
8-10
Labor Costs - Figure 8.2
8-11
Ranking of the Business Environment in
20 Countries, 1997 - 2001
1 Netherlands 11 Finland
2 Britain 12 Belgium
3 Canada 13 New Zealand
4 Singapore 14 Hong Kong
5 U.S. 15 Austria
6 Denmark 16 Australia
7 Germany 17 Norway
8 France 18 Ireland
9 Switzerland 19 Italy
10 Sweden 20 Chile
8-12
Factors Affecting Region/Community
Decision
Attractiveness of region (culture, taxes, climate, etc.).
Labor availability, costs, attitudes towards unions.
Environmental regulations of state and town.
Proximity to customers & suppliers.
Corporate desires.
Costs and availability of utilities.
Government incentives.
Land/construction costs.
8-13
Factors Affecting Site Decision
Access to air, rail, highway, and waterway systems.
Proximity to needed services/supplies.
Site size and cost.
Zoning restrictions.
Environmental impact issues.
.
8-14
Location Decision Example - BMW
In 1992, BMW decided to build
its first major manufacturing
plant outside Germany in
Spartanburg, South Carolina.
8-15
Country Decision - BMW
Market location.
U.S. is world’s largest luxury car market & is growing.
Labor.
U.S. has lower manufacturing labor costs.
$17/hr. (U.S.) vs. $27 (Germany).
U.S. may have higher labor productivity.
11 holidays (U.S.) vs. 31 (Germany).
Other.
Lower shipping cost ($2,500/car less).
New plant & equipment would increase productivity (lower
cost/car $2,000-3000).
8-16
Region/Community Decision - BMW
Labor.
Lower wages in South Carolina (SC).
About $17,000/yr in SC vs. $27,051/yr in U.S. (based on
1993).
Government incentives.
$135 million in state & local tax breaks.
Free-trade zone from airport to plant.
No duties on imported components or on exported cars.
8-17
Location Evaluation Methods
Factor-rating method.
Locational break-even analysis.
Center of gravity method.
Transportation model.
8-18
Factor-Rating Method
Most widely used location technique.
Useful for service & industrial locations.
Rates locations using factors.
Intangible (qualitative) factors.
Example: Education quality, labor skills.
Tangible (quantitative) factors.
Example: Short-run & long-run costs.
8-19
Steps in Factor Rating Method
List relevant factors.
Assign importance weight to each factor (0-1).
Make weights sum to one.
Set a scale for scoring each factor (1-10 or 1-100).
Score each location using factor scale.
Multiply scores by weights for each factor & sum.
Select location with maximum total score.
Consider sensitivity to weights and scores.
8-20
Factors Affecting Location
Labor costs and availability, including wages,
productivity, attitudes, age, distribution, unionization,
and skills.
Site costs, including land cost, parking, drainage,
expansion opportunities, etc.
Proximity to raw materials and suppliers.
Proximity to markets.
State and local government fiscal policies (including
incentives, taxes, unemployment compensation).
8-21
Factors Affecting Location -
continued
Utilities, including availability and costs.
Transportation availability (road, rail, air, water, pipeline).
Quality-of-life issues (education, cost of living, health
care, sports, cultural activities, housing, entertainment,
religious facilities, etc.).
Foreign exchange, including rates and stability.
Government, including stability, honesty, attitudes
toward new business, etc.
8-22
Factor Rating Example
Three locations: A, B and C; Four factors.
1. Assign weights to each factor.
2. Score each location on each factor.
3. Multiply the weight and score and sum for each location.
Factor weight A B C
Cost 0.3
Proximity to trans. 0.2
Taxes 0.1
Labor 0.4
8-23
Factor Rating Example
Three locations: A, B and C; Four factors.
Factor weight A B C
Cost 0.3 10 9 7
Proximity to trans. 0.2 7 3 10
Taxes 0.1 7 5 10
Labor 0.4 6 8 5
7.5 7 7.1
A is best; B and C are similar.
Note that if the labor score for A was 5, not 6, then all locations are similar.
8-24
Locational Break-Even Analysis
Cost-volume analysis used for location.
Steps:
Determine fixed & variable costs for each location.
Find break-even point.
Plot cost for each location.
Select location with lowest total cost for expected
production volume.
Must be above break-even.
8-25
Locational Break-Even Analysis
Example
You’re an analyst for AC Delco. You’re
considering a new manufacturing plant in Akron,
Bowling Green, or Chicago. Fixed costs per
year are $30k, $60k, & $110k respectively.
Variable costs per case are $75, $45, & $25
respectively. The price per case is $120.
8-26
Locational Break-Even Analysis
Example
A=Akron: Total Cost = TC = 30000 + 75x
B=Bowling Green: Total Cost = TC = 60000 + 45x
C=Chicago: Total Cost = TC = 110000 + 25x
For all: Total Revenue = TR = 120x
At x=2000 cases/year: B is
Best
A: Profit = 240,000 - (30,000 + 150,000) = 60,000
B: Profit = 240,000 - (60,000 + 90,000) = 90,000
C: Profit = 240,000 - (110,000 + 50,000) = 80,000
8-27
Locational Break-Even Analysis
Example
You’re an analyst for AC Delco. You’re
considering a new manufacturing plant in Akron,
Bowling Green, or Chicago. Fixed costs per
year are $30k, $60k, & $110k respectively.
Variable costs per case are $75, $45, & $25
respectively. The price per case is $120.
8-28
Locational Break-Even Analysis
Example
A=Akron: TC = 30000 + 75x
B=Bowling Green: TC = 60000 + 45x
C=Chicago: TC = 110000 + 25x
A is best at x=0.
A < B for x < 1000/yr and A < C for x < 1600/yr, so
A is best over range 0<x<1000/yr.
B < C for x < 2500/yr so,
B is best over range 1000<x<2500/yr.
C is best over range 2500/yr < x
8-29
Locational Crossover Chart
200,000
k ron
A
150,000
Chicago
$
100,000 een
l in g Gr
Bow
0
0 500 1000 1500 2000 2500 3000
Volume
8-30
Locational Crossover Chart
200,000
e
nu
k ron
ve
A
Re
150,000
Chicago
$
100,000
g Green
lin
Bow
0
0 500 1000 1500 2000 2500 3000
Volume
8-31
Locational Break-Even Analysis
Example
A is unprofitable for low volumes.
Use break-even analysis with A to find
break-even point = 666.67/yr.
8-32
Center of Gravity Method
Finds location of single facility serving several
destinations.
Used for services and distribution centers.
Requires:
Location of existing destinations (Markets, retailers etc.)
Volume to be shipped.
Shipping distance (or cost).
8-33
Center of Gravity Method Steps
Find X and Y coordinates for all destinations.
Can use an arbitrary coordinate grid.
8-34
Center of Gravity Method Equations
X Coordinate
dix = x coordinate of location i
d ix Wi
Cx i
Wi
i
Wi = Volume of goods
Y Coordinate moved to or from location i
d iy Wi
Cy i
Wi diy = y coordinate of location i
i
8-35
Center of Gravity Example
Given 4 cities with volume demanded and (x,y) coordinates. Find
location for one warehouse to minimize total distance to supply
these cities.
New York (130,130)
Chicago (30,120)
120
Location Volume
Pittsburgh (90,110)
Chicago 200
Pittsburgh 100
New York 100 60
Atlanta 200
Atlanta (60,40)
0
0 60 120
8-36
Center of Gravity Example
Location Volume X-Coordinate Y-Coordinate
Chicago 200 30 120
Pittsburgh 100 90 110
New York 100 130 130
Atlanta 200 60 40
X coordinate of warehouse:
Cx=(200x30+100x90+100x130+200x60)/(200+100+100+200) = 66.7
Y coordinate of warehouse:
Cy=(200x120+100x110+100x130+200x40)/(200+100+100+200) = 93.3
8-37
Center of Gravity Example
New York (130,130)
Location Volume
Chicago (30,120)
Chicago 2000 120
Pittsburgh 1000
Pittsburgh (90,110)
New York 1000 X
Atlanta 2000
60 Center of gravity = (66.7, 93.3)
Atlanta (60,40)
0
0 60 120
8-38
Transportation Model
Finds amount to be shipped from several sources to several
destinations.
Used primarily for industrial locations.
Type of linear programming model.
Objective: Minimize total production & shipping costs.
Constraints:
Production capacities at sources (factories).
8-39
Transportation Model Example
800 Chicago
1000
500
Supply is in green London
300
Demand is in red St. Louis
200
900 Atlanta
300
8-41
Integer Programming for Location
x1 = 1 if a warehouse is located at Boston; 0 otherwise.
x2 = 1 if a warehouse is located at Hartford; 0 otherwise.
x3 = 1 if a warehouse is located at Albany; 0 otherwise.
8-43
Service vs. Industrial Location
Service Location Industrial Location
Techniques Techniques
Regression models to determine importance Linear and Integer Programming
of different factors. (Transportation method).
Factor rating. Factor rating.
Traffic counts & demographic analysis of Breakeven and crossover analysis.
drawing area. Center of gravity.
Center of gravity. Assumptions
Assumptions Location is major determinate of cost.
Location is major determinate of revenue. Costs can be identified for each site.
High customer contact issues dominate. Low customer contact allows focus on
Costs are relatively constant for a given area. costs.
Intangible costs can be objectively
evaluated.
8-44
Telemarketing and Internet
Industries
Require neither face-to-face contact with
customers (or employees) nor movement of
material.
Keys are:
Labor costs and productivity.
Information systems infrastructure (including training and
management).
Government incentives (including taxes).
8-45
Geographic Information Systems -
GIS
New tool to help in location analysis.
Combines spatial (locational) data and attribute
data (for example, demographics).
Uses spatial analyses to identify best or
satisfactory locations.
Allows intuitive graphical display using maps.
8-46