LocationThe main factory is placed in Moncada (Valencia, Spain), although they have other delegations and distributors around the world (Brazil, France, USA, Asia...)

Size of the Company

It is considered as a SME (Small & Medium Enterprise).

The meaning of SME is:

- Enterprise which has less than 250 employees.

- Its Turnover is less than 50 million €.

Beyma has between 50 or 100 employees.

These are the reasons why Beyma is considered a SME.

Beyma’s History- Acústica Beyma was born in 1970.

- It’s a familiar enterprise of second generation.

- They work in researching and developing loudspeakers.

- They have achieved a constant expansion (Spain and abroad).

Competitors

www.dasaudio.com www.electrovoice.com

www.bcspeakers.com

www.jbl.com

Competitors

D.A.S

•They sell the loudspeaker inside the box (product finished). Beyma only sells the loudspeaker.

EV

•They obtain the most of their benefits on the Chinese market.

B&C Speakers

•They are very well implanted in big manufacturers.

JBL

•They have the most high quality loudspeakers for cinemas. They have E-commerce

Where can we find Beyma’s louspeakers?

Organizational structure

Managing Director

R+D Manager

Sales ManagerProduction Manager

Purchasing Manager

Line Manager

National sales Manager

International sales Manager

Storage Manager

Quality Manager

• Managing Director: – The most responsible person inside the company.– He takes the final decisions. – He manages the company in medium and long

term. – He decides about the company’s strategy – He fixes the price policy.

Organizational structure

• R+D Manager: – He investigates about new materials and products.

• Production Manager: – He establishes priorities & guidelines of

manufacture.– He launches the order of manufacture.

• Quality Manager: – He defines Quality parameters.– He certifies products in agreement with ISO

procedure.• Sells Manager:

– He has direct relation with:» Important customers» Distributors» Commercial agreements

Organizational structure

• Line Manager: – He coordinates tasks and employees.

• Purchasing Manager: – He negotiates with the suppliers.– He passes the requests to the Production Manager.

• Storage Manager: – He receives the material.– He gives products to manufacture lines.

• Technical Staff• Staff

Organizational structure

Products and services delivered to customers.

Products

• Beyma has two big sectors:- Professional- Car

• In both sectors we can find lots of products.

ProfessionalBASS LOUDSPEAKERS

Model 18P1200Nd

Model 15LX60

Model 112Nd/W

Model TPL150

OTHER PRODUCTS:

Model TD560

Model F300

Model SMC280/ST

Model IW 5

Model SK07

You can find all the professional products in the following web page (Beyma professional sector)

http://profesional.beyma.com/producto.php

Car

This is one of the latest products of the range of car. It has been very successful into the whole world.

You can find all the car products in the next web page (Beyma car sector)

http://car.beyma.com/home.php

ServicesOffered

Not offered

• Technical support: the customer has direct contact with the technical office to optimize his product.

• Technical assistance

• Personalized products depending on customer’s economic level

• Direct sale to people in general: because they don’t make the whole product (only the loudspeaker, not the box).

• Equipment installation

How the ten operation decisions are applied?

10 Decision Areas of OM

• Goods & service design • Quality • Process & capacity design• Location selection• Layout design• Human resource and job design• Supply-chain management• Inventory• Scheduling• Maintenance

1.- Goods and services design Acústica Beyma is a firm in the sector of

acoustics. They have more than 80 kinds of loudspeakers. They are always doing tests to improve their products and to launch onto the market new ones.

2.- QualityAll their products pass a strict quality test control. They show customers the highest quality (they have ISO 9001 Certificate since 1995).Thanks to the experience acquired as a professional loudspeaker manufacturer, the implantation of a demanding Quality System, a policy focused on the total customer satisfaction, a well-known and valued updated R+D, this firm faces succesfully its international expansion process.

3.- Process and Capacity DesignBeyma has invested around 300.000 euros in new production lines. Today, there are more than 80 employees working for this firm.

4.- Location SelectionThe main factory of Acústica Beyma is located in Moncada (Valencia), but they have other delegations and distributors around the world (Brazil, France, USA, Asia…)Its international expansion is growing each year more and more.

.

5.- Layout Design Nowadays the Acústica Beyma’s logo is:

However, it has suffered more changes. We can see other old logos from the firm:

The boxes are used to being blue, and with white letters.

6.- Human Reosurce and Job DesignThey make an important social labor becuase there are lots of disabled people working for the company. There are, too, a lot of women.

7.- Supply chain-managementThey have a robotic line in order to make most products.

8.- InventoryIn Acústica Beyma there are two ways of proceeding: 1) Under request (for special products and customers) 2) Against stock (work to have stock of the standard mmmmodels)The production and the quality control last maximum 15 days in case 1, and 10 days in case 2.

9.- SchedulingThe process of production is really fast and effective, always guarranteeing quality. They can do this using all the resources they have.

10.- MaintenanceAcústica Beyma is growing both in the Spanish market and in the international one.

DIRECTIONAL LOUDSPEAKER

Directional Loudspeaker principle

The principle of Directional Loudspeaker is controlling directivity beam using elements such as horns in a similar way as it is used for conventional arrays of aerials, achieving the desired directivity.

• The ultrasound, whose wavelengths are only a few millimeters long, are much smaller than the source, and consequently travel in an extremely narrow beam.

• Of course, the ultrasound, which contains frequencies far outside our range of hearing, is completely inaudible. But as the ultrasonic beam travels through the air, the inherent properties of the air cause the ultrasound to distort (change shape) in a predictable way. This distortion gives rise to frequency components in the audible bandwidth, which can be accurately predicted, and therefore precisely controlled. By generating the correct ultrasonic signal, we can create, within the air itself, essentially any sound desired.

Directional Loudspeaker principle

Directional Loudspeaker Utilities

• Now your target audience can hear exactly what you want, exactly where you want them to. Designed to target a specific area, directional loudspeaker uses a tightly focused directional beam of sound that is heard only by those in the selected area.

• The high-precision targeting of directional loudspeaker significantly minimizes the levels of noise pollution in both open and confined spaces and anywhere else ambient noise is an issue.

Directional Loudspeaker Utilities

Directional loudspeakers advertising.

To inform where required without disturb,

For example in an airport.

Directional Loudspeaker Development

• Microsoft Project -> Used to determine design terms and deadlines for the product. It allows the suitable distribution of tasks for achieving terms.

• Another program used for the product development: requirements, performance, prize, etc.

Opportunities & RisksOpportunities:• It is a new market, there aren’t still too many

competitors and developing right now will make the company stay a step forward.

• Possible future applications are still unknown but it could be very interesting on different field as advertising company, public places, entertainment and bussiness sector.

Opportunities & Risks

Risks:• The company still doesn’t have the suitable

technology so it would require a very strong economic effort to support the research and development sector.

DIRECTIONAL LOUDSPEAKERHouse of Quality

House of Quality

Forecasting

Steps1. Determine the use of the forecast2. Select the item to be forecast3. Determine the time horizon of the

forecast4. Select the forecasting model5. Gather the data6. Make the forecast7. Validate and implement results

1. USE

• Perform a market research in order to predict the demand on the new product.

• Compare the development of a similar product and take into account the evolution of the market regarding to the new technologies.

2. ITEM

• DIRECTIONAL LOUDSPEAKER:

The new product is a loudspeaker which can focus the sound beam in a specific direction. This singular device, still unknown in the market, would be able to get the competitors ousted.

3. TIME HORIZON

• Short-range forecast– Introduce a new product – Planning and marketing

• Medium-range forecast– Break the record of sales– Reach a new market share– Increase the budget

• Long-range forecast– Sell the patent and improve in a field being

the pioneer.

4. FORECASTING MODEL

• Focus on advertising the first month.

• Model based on a medium-range forecast.

• Study of the last 10 years.

• Forecasting:– Moving average– Exponential smoothing

5. DATA

Year199

9200

0200

1200

2200

3200

4200

5200

6200

7200

8

TurnOver(million € )

24 23 29 32 28 29 33 35 38 ?

BEYMA

0

10

20

30

40

1999 2000 2001 2002 2003 2004 2005 2006 2007

Year

Tu

rnO

ver

6. FORECASTYear 1999 2000 2001 2002 2003

TurnOver (million € ) 24 23 29 32 28

Moving Average n=325,333

328

Exponential Smoothing Solution (α = 0,5) 22 23 23 26 29

Year 2004 2005 2006 2007 2008

TurnOver (million € ) 29 33 35 38

Moving Average n=329,666

629,666

630 32,3333

35,3333

Exponential Smoothing Solution (α = 0,5) 28,5 28,75

30,875 32,9375

35,4687

7. VALIDATION AND COMPARATION

BEYMA

0510152025303540

Year

Mill

ion

Eur

os

TurnOver

MovingAverage

ExponentialSmoothing

CONCLUSIONS

• Beyma is improving its income year by year, and reaching higher sums.

• With the new product the sales will not only keep increasing, but they will get higher.

• Forecasting methods give lower than real values.

¡¡ Good luck Beyma !!

E-commerceBenefits & Limitations.

E-commerce in Beyma• Beyma’s products don’t lend to the E-commerce

because usually it is necessary a demo.• Due to the policy established by the company

(distribution in every country), E-commerce is not contemplated.

• They don’t believe that if they gave this service they would obtain much more benefits.

• These are the main reasons why Beyma has not considered the possibility of developing this service.

• In fact, only JBL gives this service.

E-Commerce Benefits• Lower cost information• Lower entry costs• Available virtually anywhere in the world• Availability expands markets for both buyers

and sellers• Decreases the cost of paper-based

information• Reduces the cost of communication• Distributors are not indispensable, so you

can obtain more benefits

E-commerce limitations

• Lack of system security and reliability

• Lack of privacy• Insufficient bandwidth• The distributor could be less

interested in promoting the products because he would lose

the end TREADSTONE GROUP