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Given the extent to which easyCar has designed its process to reduce cost, students should not have a difficult time identifying the features of its process design that allow it to offer a lower price. The key point to drive home is the extent that easyCar has gone to align its operations strategy and process design with its business strategy. Clearly the order winning criteria in this case is low price, (see Terry Hill's Manufacturing Strategy textbook for more on the concept of the order winning criteria in operations strategy).
Perhaps the best way to make this point is to explicitly compare easyCar's operations with the operations of a traditional car rental company...
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