Dba 8475 Case Study Timbuk2

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Columbia Southern University DBA 8475 Unit I Case Study The case study for Unit I is “The Tao of Timbuk 2.” The case is presented on pages 36 and 37 of the textbook. Respond to the questions at the end of the case on page 37. Your responses should be complete but succinct. #1 Consider the two categories of products that Timbuk2 makes and sells. For the custom messenger bag, what are the key competitive dimensions that are driving sales? Are their competitive priorities different for the new laptop bags sourced in China? The biggest competitive dimension that is driving sales of the custom messenger bag is the customization of the bag by the customer. This allows the customer to design the bag by choosing its layout and colors and creates a personal connection between the customer and the bag. This attachment is then capitalized by combining it with quality material and fast shipping. This means that the customer receives a high quality personally designed product within a very short time frame. These characteristics are driving the sales of the custom messenger bags. The new laptop bags that are produced in China do not have the advantage of being delivered quickly to the customer. However Timbuk2 has still taken measures to ensure that the same quality found in the messenger bag is present in the laptop bag although they are not produced in the same locations. An additional advantage of the laptop bag production in China is lowered labor costs, which allows Timbuk2 to produce a quality product at a reasonable price. Reference: Jacobs, F. R., & Chase, R. B. (2010). Operations and supply chain management (13th ed.). New York, NY: McGraw-Hill. #2 Compare the assembly line in China to that in San Francisco along the following dimensions: (1) volume or rate of production, (2) required skill of the workers, (3) level of automation, and (4)

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