Assessment 4 Research report.pdf - OPS802 OPS 802...

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OPS802 ______ Page 1of 13OPS 802: OPERATIONS MANAGEMENT ASSESSMENT 4: RESEARCH REPORT
OPS802 ______ Page 2of 13EXECUTIVE SUMMARYThis report gives an insight of the operation management within fast food Industry. The paper includes analysis of value chain methodologies by various researchers. This study includes fundamental concepts of supply chain management, they are Emerging Value Preposition, Process mapping for order fulfilment process, manufacturing excellence and relational importance of service quality with profitability. Furthermore, some recommendation is given to improve the efficiency of the fast food industry. The study concludes with the interdependence concept of quality system, continuous improvement and manufacture excellence to give standard service to its customers.
OPS802 ______ Page 3of 13TABLE OF CONTENTS1. ESTABLISHED AND EMERGING VALUE PROPOSITIONS IN THE FAST FOOD INDUSTRY ........................................................................................................................4 1.1 VALUE ANALYSIS ..................................................................................................4 1.2 VALUE CREATION .................................................................................................5 1.3 VALUE DELIVERY ..................................................................................................5 2. PROCESS MAP OF ORDER FULFILLMENT PROCESS ............................................5 3. APPLICATION OF MANUFACTURING EXCELLENCE ...............................................7 3.1 DEMAND PULL STRATEGY ...................................................................................7 3.2 SIMPLICITY ............................................................................................................7 3.3 TOTAL QUALITY CONTROL ..................................................................................8 3.4 TOTAL PRODUCTIVE MAINTENANCE ..................................................................8 3.5 CONTINUOUS IMPROVEMENT .............................................................................8 4. RELATIONSHIP BETWEEN SERVICE QUALITY AND PROFITABLIY .......................8 4.1 THE IMPACT OF SELECTING PROFITABLE CUSTOMERS .................................9 4.2 DEFENSIVE EFFECTS OF SERVICE QUALITY ....................................................9 4.3 OFFENSIVE EFFECTS OF SERVICE QUALITY ....................................................9 5. OPERATIONAL CHALLENGES ..................................................................................9 5.1 STATISTICAL PROCESS CONTROL AND ZERO DEFECTS ...............................10 5.2 ELIMINATION OF WASTE .....................................................................................10 5.3 SUPPLIER ASSURANCE ......................................................................................10 6. RECOMMENDATIONS ..............................................................................................10 6.1 QUALITY SYSTEM ................................................................................................10 6.2 RESPECT FOR PEOPLE SYSTEM .......................................................................11 7. CONCLUSION ...........................................................................................................11REFRENCES ..........................................................................................................12
OPS802 ______ Page 4of 131. ESTABLISHED AND EMERGING VALUE PROPOSITIONS IN THE FAST FOOD INDUSTRY Value proposition can be defined as the combination of some values and services that a company promises to deliver to their customers in order to fulfil their demands (Hassan 2012). Usually customer value varies from simply identifying products attributes to understand the significances of consumption experience. For one customer, “ Value can be lowand for another customer value can be “ what I get for what I give” ( Rintamäki, Kuusela & Mitronen 2007).There are four key dimensions of customer value and they are economic, functional, emotional and symbolic. Value is usually co-produced by seller and buyer. Value proposition can further be explained in three steps as follows :- Customer Value Proposition Figure 1: Customer Value Proposition (Lindgreen et al. 2012, p. 212); Source: Self made. 1.1 VALUE ANALYSIS Value analysis focus on need of consumer. For a fast food industry, it is very important to recognize the need of their customer in order to maintain quality food and services among all its chain. Therefore, a fast food industry should have clear understanding of what a value a customer seeks (Lindgreen et al. 2012). McDonald’sserve the best quality food to their customer which is grown and processed in Australia.

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