diminishes, the total overall profit to the company is larger. Therefore, the optimal
number of products that should be produced for maximum profit is on the right side of
n
max
, as shown in Figure 4.6.
To evaluate the company’s position in the marketplace, the supply curve should be
added to Figure 4.6. If the intersection between the supply and demand curves (which
reflects the equilibrium in the marketplace) is on the left side of the right intersection
point between the demand and production curves, then the company can take the lead
in the market.
If the supply curve intersects the demand on the right side of the right intersection
point between the demand and production curves, then the company is not compet-
itive and must take steps to cut waste, reduce non-value-added expenses, and find
ways to increase its productivity. Otherwise, it will have to take steps to improve its
position such as offer incentives to the buyers.
4.4 LEAN PRODUCTION—GOALS AND BENEFITS
In the mass production era, high-quality products were more costly to produce. Also,
in the early days of mass production, machines were expensive and labor and space
were cheap. Manufacturing systems were designed to use more people, extra space,
and large buffers between machines to ensure smooth operations. Over the years,
however, the cost of people and space has increased. The extra people, space, and the
buffers that stockpile huge numbers of in-process products have made manufacturing
expensive. In the early 1960s Japanese manufacturers, led by Toyota, began
manufacturing cars by applying more efficient production systems that focused on
eliminating waste of time and material. These practices reduced costs substant ially.
Not only were their cars less expensive, in many case s, because process errors were
eliminated quicker, but their standard products were also of higher quality.
Better Quality at Lower Price: When Japanese automotive manufacturers started
to export in the mid-1960s, their U.S. and European competitors treated them with
disrespect. (I vividly remember how in 1970 everyone in my neighborhood wondered
when my neighbor’s new Subaru would break down; it didn’t happen for 4 years! Not
a big deal today, but it was unheard of at that time.) Western manufacturers completely
ignored this competition, assuming that the Japanese products were cheap and of low
quality. Things changed 180
as consumers began to understand that, dollar for dollar,
the Japanese products were consistently of higher quality than their Western counter-
parts. Consumers realized that high quality did not have to come at a higher price. This
was a revelation for both manufacturers and consumers. In the mid-1970s consumer
goods manufacturers in both the United States and Europe began very busy travel
schedules to Japan—they wanted to study this “miracle” first hand.
How did Japanese manufacturers do it? It was not a miracle—just rigorously
implemented operations management methods that they had developed over time.
This set of methods and princi ples came to be known as “Lean Production”—a term
coined by the authors of the book “The Machine that Changed the World” in 1990.
2
The book was based upon the results of a 5-year study by the Massachusetts Institute
114 MASS PRODUCTION AND LEAN MANUFACTURING