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Flevy Management Insights Case Study
Operational Optimization Strategy for Rubber Products Manufacturer in Asia


Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Consumer Decision Journey to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, KPIs, best practices, and other tools developed from past client work. We followed this management consulting approach for this case study.

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Consider this scenario: A leading rubber products manufacturer in Asia is at a critical juncture in its consumer decision journey, facing a 20% decline in customer retention rates.

External challenges include a volatile raw material market causing a 30% increase in production costs, and a fiercely competitive landscape with new entrants offering similar products at lower prices. Internally, the company struggles with outdated manufacturing processes and a lack of innovation, leading to inefficiencies and a slow response to market demands. The primary strategic objective is to optimize operations and innovate product offerings to reclaim market position and enhance profitability.



The organization in question is navigating a turbulent period marked by significant operational and market challenges. A closer look suggests that the root causes may be multifaceted, including a reliance on outdated production technologies and a failure to align product development with evolving consumer preferences. The leadership is particularly concerned that without swift and decisive action, these issues could irreversibly erode the company's competitive standing and financial health.

External Assessment

The rubber products manufacturing industry is experiencing rapid change, driven by evolving technologies and shifting consumer demands. To understand the competitive landscape, we analyze the primary forces shaping the industry:

  • Internal Rivalry: Intense competition exists due to many firms vying for market share, leading to price wars and innovation races.
  • Supplier Power: High, as the industry depends on a few key suppliers for raw materials, giving these suppliers significant bargaining power.
  • Buyer Power: Also high, due to the availability of alternative products and suppliers, enabling buyers to demand lower prices and higher quality.
  • Threat of New Entrants: Moderate, as the capital investment for starting a new manufacturing operation is substantial, but not prohibitive.
  • Threat of Substitutes: Low to moderate, as rubber products have specific applications, but advancements in alternative materials could pose future threats.

Emerging trends include increased demand for eco-friendly and sustainable products. Major changes in industry dynamics include:

  • Shift towards sustainability: This offers an opportunity to innovate with eco-friendly materials, though it requires significant R&D investment.
  • Increasing raw material volatility: This presents a risk but also an opportunity for those who can secure long-term contracts at fixed prices or innovate in material efficiency.
  • Technological advancements in manufacturing: Adopting these can significantly reduce costs and improve product quality, offering a competitive edge.

A PESTLE analysis reveals that political uncertainties and regulatory changes regarding environmental standards are significant factors. Economically, the industry is sensitive to global price fluctuations of raw materials. Socially, there's a growing consumer preference for sustainable products. Technologically, the rapid pace of innovation could disrupt traditional manufacturing processes. Environmentally, the industry is under pressure to reduce its carbon footprint. Legally, compliance with international trade regulations remains a critical concern.

Learn more about PEST Competitive Landscape External Assessment

For effective implementation, take a look at these Consumer Decision Journey best practices:

Customer Journey Mapping - Guide & Templates (67-slide PowerPoint deck and supporting PowerPoint deck)
Six Building Blocks of Digital Transformation (35-slide PowerPoint deck)
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Six Building Blocks of a Customer-Centric Organization (32-slide PowerPoint deck)
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Internal Assessment

The company possesses a strong brand reputation and extensive distribution network but is hindered by outdated manufacturing technologies and a slow product innovation cycle.

SWOT Analysis

Strengths include a well-established brand and comprehensive distribution network. Opportunities lie in adopting new manufacturing technologies and tapping into the growing demand for sustainable products. Weaknesses are evident in operational inefficiencies and a lack of product innovation. Threats include increased competition and raw material price volatility.

Distinctive Capabilities Analysis

The organization’s distinctive capabilities lie in its brand reputation and market reach. However, to maintain its competitive edge, it must develop capabilities in innovation and operational efficiency, areas where it currently falls short.

RBV Analysis

From a Resource-Based View, the company's tangible assets, such as its manufacturing facilities, and intangible assets, like brand reputation, are critical. Yet, its capabilities in leveraging these assets for innovation and efficiency are lacking, highlighting areas for strategic focus.

Learn more about Distinctive Capabilities

Strategic Initiatives

  • Revamp Manufacturing Processes: Implement cutting-edge technologies to streamline production, reduce waste, and increase flexibility. This initiative aims to lower costs and improve product quality, creating value through operational excellence. It will require investment in technology and training.
  • Product Innovation Focused on Sustainability: Develop a new line of eco-friendly products to meet growing consumer demand. This initiative will leverage the company's R&D capabilities to create products that differentiate from competitors, driving revenue growth. It necessitates investment in R&D and marketing.
  • Enhance the Consumer Decision Journey: Implement a digital platform for customers to easily customize and order products, improving the purchasing experience. This will increase customer loyalty and sales through improved customer engagement. Resources needed include technology development and customer support training.

Learn more about Operational Excellence Customer Loyalty Consumer Decision Journey

Consumer Decision Journey Implementation KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.


In God we trust. All others must bring data.
     – W. Edwards Deming

  • Reduction in Production Costs: Measures the effectiveness of new manufacturing technologies in reducing waste and lowering costs.
  • Revenue Growth from New Products: Tracks the financial success of the newly launched eco-friendly product line.
  • Customer Engagement Metrics: Monitors the impact of the improved digital platform on customer satisfaction and loyalty.

These KPIs provide insights into the strategic initiatives' effectiveness in improving operational efficiency, driving product innovation, and enhancing customer experiences. Monitoring these metrics will enable the company to adjust its strategies in real-time to ensure continued success.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.

Learn more about Flevy KPI Library KPI Management Performance Management Balanced Scorecard

Consumer Decision Journey Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Consumer Decision Journey. These resources below were developed by management consulting firms and Consumer Decision Journey subject matter experts.

Consumer Decision Journey Deliverables

These are a selection of deliverables across all the strategic initiatives.

  • Operational Optimization Plan (PPT)
  • Sustainable Product Development Roadmap (PPT)
  • Customer Decision Journey Enhancement Framework (PPT)
  • Financial Impact Model (Excel)

Explore more Consumer Decision Journey deliverables

Revamp Manufacturing Processes

The organization applied the Theory of Constraints (TOC) to significantly enhance its manufacturing processes. The TOC is a management paradigm that focuses on identifying the most significant limiting factor (i.e., constraint) that stands in the way of achieving a goal and then systematically improving that constraint until it is no longer the limiting factor. In the context of manufacturing, TOC was instrumental because it offered a clear methodology for identifying bottlenecks and optimizing production flow. The team deployed the TOC with the following steps:

  • Identified the manufacturing process's constraint by analyzing production data and observing the workflow.
  • Exploited the constraint by adjusting other processes to ensure that the constraint operated at maximum efficiency.
  • Subordinated all other processes to the above decision, ensuring that the constraint's efficiency dictated the production pace.
  • Elevated the constraint by investing in new technologies and training to increase its capacity.
  • Repeated the process if the constraint shifted to another part of the manufacturing process.

Additionally, the organization utilized Value Stream Mapping (VSM) to gain a comprehensive understanding of the flow of materials and information through the manufacturing process. VSM helped identify waste and areas for improvement by visualizing the entire production process, from raw material to customer delivery. The implementation involved:

  • Mapping out the current state of the manufacturing process to identify all the steps involved in the production and delivery of products.
  • Identifying non-value-added activities and bottlenecks that were causing delays and increasing costs.
  • Designing a future state map that eliminated waste and optimized the flow of materials and information.
  • Developing an action plan to transition from the current state to the future state, including specific projects and initiatives.

The results of implementing the Theory of Constraints and Value Stream Mapping were transformative. The organization experienced a marked improvement in production efficiency, with a 25% reduction in manufacturing lead times and a 15% decrease in production costs. These improvements directly contributed to the strategic initiative's success by enhancing operational efficiency and product quality, thereby strengthening the company's competitive position in the market.

Learn more about Value Stream Mapping Theory of Constraints

Product Innovation Focused on Sustainability

For the strategic initiative centered on product innovation with a focus on sustainability, the organization leveraged the Kano Model to categorize customer preferences into delighters, satisfiers, and basic needs. The Kano Model is particularly relevant for this initiative as it helps in understanding which features of a product will truly delight customers and lead to higher satisfaction, especially in the context of eco-friendly products. The team meticulously applied the Kano Model through the following steps:

  • Conducted customer surveys and focus groups to gather data on customer preferences regarding sustainable products.
  • Analyzed the data to classify product features into must-be, one-dimensional, and delighter categories.
  • Prioritized the development of features classified as delighters that were related to sustainability, ensuring that these features were innovative and exceeded customer expectations.

Simultaneously, the organization adopted the Stage-Gate Process to manage the development of new sustainable products. This process provided a structured framework for moving new product ideas from concept to launch, ensuring that each stage was thoroughly evaluated before proceeding to the next. The implementation involved:

  • Identifying and scoping out new product ideas that aligned with the sustainability initiative.
  • Conducting feasibility studies and developing a business case for each product idea.
  • Developing prototypes and conducting market tests to gather customer feedback.
  • Reviewing and analyzing the results at each gate before deciding to proceed, modify, or halt the project.

The implementation of the Kano Model and the Stage-Gate Process led to the successful launch of several innovative, sustainable products that were well-received by the market. Customer satisfaction scores for these new products were significantly higher than for previous offerings, demonstrating the effectiveness of these frameworks in guiding the organization's product innovation strategy. Sales of sustainable products increased by 30%, contributing to the strategic initiative's overall success by capturing a larger share of the growing market for eco-friendly products.

Learn more about Customer Satisfaction Business Case

Additional Resources Relevant to Consumer Decision Journey

Here are additional best practices relevant to Consumer Decision Journey from the Flevy Marketplace.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Reduced manufacturing lead times by 25% through the application of the Theory of Constraints and Value Stream Mapping.
  • Decreased production costs by 15%, enhancing operational efficiency and competitiveness.
  • Launched several innovative, sustainable products, leading to a 30% increase in sales of these items.
  • Achieved significantly higher customer satisfaction scores for the new eco-friendly product line compared to previous offerings.

The strategic initiatives undertaken by the organization have yielded notable successes, particularly in operational efficiency and product innovation. The reduction in manufacturing lead times and production costs directly addresses the internal challenges of outdated processes and inefficiencies, positioning the company more competitively in a market pressured by cost and speed. The successful launch of sustainable products, underscored by a significant sales increase and higher customer satisfaction, aligns well with the growing consumer demand for eco-friendly options, tapping into a lucrative market segment. However, the report suggests room for improvement in fully leveraging digital platforms to enhance the consumer decision journey, an area that remains underexploited. While operational and product innovations have been successful, the potential for further enhancing customer engagement and loyalty through digital transformation presents an untapped opportunity. Alternative strategies could include a more aggressive digital marketing campaign or the integration of AI to personalize the customer experience, potentially driving higher retention rates.

Given the successes and areas for improvement identified, the recommended next steps should focus on consolidating gains in operational efficiency and product innovation while aggressively pursuing digital transformation. Specifically, the company should invest in advanced analytics and AI to personalize the customer journey, thereby increasing engagement and loyalty. Additionally, exploring strategic partnerships with technology firms could accelerate digital capabilities and innovation. Continuous monitoring of market trends and consumer preferences should guide further product development, ensuring the company remains at the forefront of sustainability and innovation. Lastly, considering the volatile raw material market, strategies to further diversify supply sources or invest in alternative materials research could mitigate future risks.

Source: Operational Optimization Strategy for Rubber Products Manufacturer in Asia, Flevy Management Insights, 2024

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