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Assigned Book ID :

13416

Book's Category ID:

861

Chapter #

11

Chapter Section:

PROBLEMS

Chapter Name:

Improving Operational Performance

Total Question

16

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Unlicensed copy of the Froala Editor. Use it legally by purchasing a license.

Gulf Coast Shipping Co. (GCSC) is interested in developing a new type of market for transportation services. They wish to develop a high-speed vessel to compete with slow-moving freight ships that offer low-cost transportation and with rapid-delivery cargo planes that offer high-cost transportation. Managers at GCSC believe a middle market exists that would enable the company to gain business from slower freight ships as well as from more expensive cargo planes. The proposed high-speed vessel would be faster than freight ships but slower than cargo planes.

The company has been experimenting with a number of hull forms and propulsion systems that would make the venture economically feasible. For example, multihull and singlehull designs have been considered. Additionally, engineers must determine whether the vessel should be constructed of steel, aluminum, or some kind of composite material. Possible propulsion systems include water-jet and propeller.

Required Using the information provided, respond to the following questions.

A. Identify the major strategic issue facing managers at GCSC.

B. What are some examples of operational decisions the managers must make? Explain.

C. How do strategic decisions differ from operational decisions?

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