Upload
tunggaltri
View
22
Download
0
Embed Size (px)
Citation preview
Industry and Competitive Analysis
Chapter 2 : Economies of Scale and ScopeCase Study : PT. Toyota Motor Mfg
Indonesia
PROGRAM STUDI MAGISTER MANAJEMENFAKULTAS EKONOMIKA DAN BISNIS
UNIVERSITAS GADJAH MADA
Kelompok I : Danang Ika Widana Meidi Indah Nurmiati
Content :
1. Company Profile
2. Theory
Case Study on PT. Toyota Motor Manufacturing Indonesia
2.1 Economies of Scale
2.2 Economies of Scope
2.3 Special Sources of Economies of Scale & Scope
2.4 Product Life Cycle
3. Conclusion
1st STEP
TAM(Distributor &
importer)
MULTI ASTRA(Assy Plant)
TOYOTA MOBILINDO(Component
Plant)
TOYOTA ENGINE
INDONESIA(Engine Plant)
TOYOTA ASTRA MOTOR
AI : 100
• Distributor• CBU Importer
• Service-Parts
• Manufacturer
• Exporter
AI : TMC51: 49
AI : TMC5: 95
TMMIN
TAM
2nd STEP (1989) 3rd STEP (2003)
AI : TMC 51: 49
AI : TMC 49 : 51
AI : TMC 43: 57
AI : TMC51: 49
1976
1971
1973
1982
AI : Astra International
TMC: Toyota Motor Corp.
1. Company Profile
MPV PU / Truck
Passenger
Medium
Mediumup
Premium
Loadcapacity
Low
Medium
Small
Sedan
SUV
HILUX
HILUX D-Cab
Avanza
RUSH
LEXUS LX
LEXUS RX
LEXUS LS
LEXUS IS
VIOS
LEXUS GS
Commercial
Production Model
Product Line-up
Nav 1 + Etios
Welding Shop
Utility
Part Painting
Main Office
Test Course( 1 Km)
Painting Shop Press Shop
Commond Yard
Employee CenterEmployee Center
PolyclinicPolyclinic
Domestic Part AreaDomestic Part Area
Final Test Area
West Assy CanteenWest Assy Canteen
Assembly Shop
Painting CanteenPainting Canteen
Plant Establishment Ground Breaking : May 29, 1996 Operation Started : March 10, 1998 Inauguration : April 20, 2000 Investment : USD 60,700,000
1st Capacity Up Start Construction : Jan, 2003 Investment : USD 14,300,000 New Capacity : 75,000 units/year ( 2 shift )
2nd Capacity Up Start Construction : May, 2005 Investment : USD 40,300,000 New Capacity : 100,000 units/year ( 2 shift )
Area : Land 100 HA ( Used 30 HA )
Import Part AreaImport Part Area
Logistic WarehouseLogistic Warehouse
MosqueMosque
Toyota Karawang Plant # 1 Lay Out
2.1. Theory
Economies of ScaleThe cost advantages that enterprises obtain due to size, with cost per unit of output generally decreasing with increasing scale as fixed costs are spread out over more units of output.
Source : www.wikipedia.com
U-Shaped Average Cost Curve
L-Shaped Average Cost Curve
- Average Cost decrease by increasing of production quantity.
- Average Cost achieve minimum on specified production quantity and increase.
- Average Cost decrease by increasing of production quantity.
- After achieved minimum efficient size (MES) the average cost would be stable.
Average Cost in PT. TMMIN
SHORT RUN!
LONG RUN!
EXAMPLE:
TMMIN try to expand output run up against capacity constraints.
EXAMPLE:
TMMIN try to expand output by build a new production plant produce efficiently
1st Plant (Current)
2nd Plant (New)
WA T W
T
A
(1,000 Unit/Yr) 1st Plant 2nd Plant TotalProduction Capacity 110 120 230
P
2.2. Theory
Source : www.wikipedia.com
Economies of Scope Reductions in the average cost (cost per unit) associated with increasing the scale of production for a single product type, economies of scope refers to lowering the average cost for a firm in producing two or more products
2.3. Special Sources of Economies of Scale & Scope
1. Economic Density
2. Purchasing
3. Advertising
4. R & D
Spreading Fixed Cost
R&D...
Toyota conduct Regular Research and Development to find out an outstanding automotive technology. Example : Research to find out hybrid car
THS II FCHVTHS
Ultimate eco-car
CNG DPR
DPNR
Common-rail VVT-i
Lean Burn
D-4
EV
Diesel Engine
Alternative Energy
Gasoline Engine
Electric Vehicle
TOYOTA puts big concern in searching for the ultimate eco car with Hybrid Technology as its key technology
What is Hybrid System
+
Fusion between an internal combustion engine and electric motor, achieving different function through
different power combinations to create optimum synergy and output.
2.3. Special Sources of Economies of Scale & Scope
1. Economic Density
2. Purchasing
3. Advertising
4. R & D
5. Physical properties of production
6. Inventories
Inventories...Toyota implement Just In Time (almost No inventories)
ボデー着工
ラインオフ
Paint
PartMaker
M/C ProcessMaker
車体 塗装 総組立プレス
ボデー完
塗装完
Casting
BodyPress
LineOff
FlatSupplier Assembling
Part Forging
Body Painting Total AssyPress
BodyPress
PaintingFinish
Hammering
PartMakerSupplier
Just in Time : Pull System Production by Next Process
Proses Sebelum (Mae Koutei)
Proses Berikut (Ato Koutei)
Line
StrainerTempatShipping
KanbanLeaderKanban
Leader
Box Kosong+
+ Part Part Supply
Just in Time Tools : Kanban
2.4. Product Life Cycle in PT. TMMIN
Automotive industry is follow Product Life Cycle
Introduction
Growth Maturity Decline
To prevent declining sales, PT. TMMIN conducted innovation
Like : Minor Change, Big Minor Change, Full Model Change
INNOVATION
Toyota Innova Life Cycle
No Year Phase
1 Sept 2004 Introduction. First period produced in Indonesia
2 Aug 2008 1st Minor Change
3 Aug 2009 2nd Minor Change (introduction of Innova J-Grade)
4 July 2010 3rd Minor Change
5 July 2011 Big Minor Change
6 Aug 2012 4th Minor Change
Case Study
Example of Big Minor Change
3.Conclusion
1. PT. TMMIN implement economic of scale : - Firstly TMMIN implement : U-Shaped Average Cost, however after production is over max plant capacity TMMIN will built new factory and finally implement L-Shape average cost.2. PT.TMMIN also implement special sources of economies scale & scope, they are: - Economic Density - Purchasing - R&D - Inventory3. PT.TMMIN also implement innovation in their PLC