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Service & Operations Management (Term Paper Sample)
Students are required to answer any TWO questions. The word limit is 750 words per question (+/- 10%) Answer ONE question only from each section. All questions carry equal marks SECTION A: Question 1 The courier business in urban cities is becoming more and more demanding for B2B (Business to Business) and B2C (Business to Consumer) markets. Assuming you are the director of a new start-up courier company based in Glasgow, provide an analysis of how you want to pursue in the market in terms of the order winners and order qualifiers. Your analysis shall include a discussion on the order winners and qualifiers of the past and the future. Based on your analysis above, discuss what corporate strategy, strategic business unit (SBU) strategy and functional strategy you will develop in order to succeed in your new adventure. “Guideline: answer in a maximum of 750 words” [50%] Question 2 You were recently appointed as an Operations Director of a leading paints company called Yuki Paints Limited, and was asked to produce a strategy for your area of responsibility to contribute to the growth of the paints business. Explain how you might formulate an operations strategy and how do you manage risks. “Guideline: answer in a maximum of 750 words” source..
Adam Smith Business SchoolSubject of Management Degree of MA, MA (SocSci) BSc, LLB with honours Business and Management Degree Exam Service & Operations Management MGT2012 SECTION A: Question 1 As the director of a new start-up courier company based in Glasgow, I believe it is essential to focus on order winners and order qualifiers to succeed in the highly competitive urban courier market. First, let's define what we mean by ordering winners and qualifiers. Order winners are the factors that differentiate a company from its competitors and make it stand out in the market. These are the factors that customers value most and are willing to pay a premium for. On the other hand, order qualifiers are a company's minimum requirements to be considered for a particular customer or market. These are the factors that customers expect as a given, and if a company fails to meet them, it will be excluded from consideration. In the past, the order winners in the courier industry were primarily sped and reliable. Customers wanted their packages delivered as quickly as possible, and they needed to know that their packages would arrive at their destination on time and in good condition. These were the factors that customers were willing to pay a premium for, and companies that excelled in these areas could win business and build a strong reputation. However, in recent years, the courier industry has undergone significant changes, and the order winners of the past are no longer sufficient to succeed in the market. With the rise of e-commerce and the increasing demand for same-day delivery, the order winners of the future will likely be speed, reliability, and flexibility. Customers will want their packages delivered as quickly as possible, and they will expect their chosen courier to be able to handle last-minute changes and unexpected developments. To succeed in this market, our company must develop a strong corporate strategy centered on speed, reliability, and flexibility. This will involve investing in the latest technology and systems to ensure that we can deliver packages quickly and accurately, as well as building strong partnerships with our customers to understand their specific needs and ensure that we can meet them. At the same time, we will need to focus on meeting the order qualifiers of the market. These will likely include competitive pricing, a wide range of delivery options, and a strong customer service team. We will need to ensure that we can offer competitive prices to attract customers and a range of delivery options to meet the needs of different customers. Finally, we will need to invest in a strong customer service team to ensure that we can respond to customer inquiries and concerns promptly and effectively. Regarding our strategic business unit (SBU) strategy, we will need to focus on developing a strong brand and reputation in the market. This will involve investing in marketing and advertising efforts to build awareness of our brand and strong relationships with key customers and partners. We will also need to focus on building a strong team of talented and dedicated employees, as they will be key to our success in the market. Finally, in terms of our functional strategy, we will need to focus on building strong operational processes and systems to ensure that we can deliver packages quickly, accurately, and efficiently. This will involve investing in the latest technology and systems to streamline our operations and developing strong partnerships with suppliers and other key partners to ensure we have the resources and support we need to succeed. Overall, I believe that by focusing on order winners, such as speed, reliability, and flexibility, and by meeting the order qualifiers of the market, such as competitive pricing and strong customer service, we will be able to succeed in the highly competitive urban courier market. By developing a strong corporate, SBU, and functional strategy, we will be able to effectively position ourselves in the market and build a strong reputation as a reliable and efficient courier company. SECTION B: Question 1 Supply chain management (SCM) is a crucial aspect of the food industry, as it involves the design and operation of the entire chain, from the procurement of raw materials to the delivery of the final product to the customer. In recent years, managing this process has evolved from a fragmented tactical view to an integrated strategic view. This shift has brought advantages and difficulties that must be carefully considered to manage supply chains effectively. One of the main advantages of taking an integrated strategic view of SCM is increased efficiency and cost savings. By considering the entire supply chain as a single entity rather than as separate, disconnected components, companies can identify and eliminate waste and inefficiencies, streamlining the overall process. For example, a food manufacturer may decide to source raw materials directly from local farms rather than from a distributor, reducing transportation costs and increasing the freshness and quality of the ingredients. This strategic decision can ultimately lead to lower production costs and higher profits for the company. Another advantage of an integrated strategic view is improved customer satisfaction. By carefully planning and coordinating every step of the supply chain, companies can ensure that their products are delivered on time and meet customer expectations regarding quality, safety, and sustainability. For example, a fast food chain may implement a supply chain management system that tr...
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