Overview of Task
You will complete an individual written operations plan (3000 words) for a start-up business scenario which will provide evidence of your learning throughout the module.
We cover eight core topics throughout the Service Operations module, all of which provide insight into the practical world of Operations Management and how operations connect with other areas such as Marketing, Strategy, Human Resource Management, Finance and more. You will need to apply each of the eight core topics to your chosen start up business scenario. You should be able to demonstrate alignment of ideas and decisions across the entire operational plan. This document outlines the three start-up business scenarios which you can choose from and the core concept(s) or theory you will need to apply. The assignment structure, formatting, and marking criteria is also provided.
Module Topics
Topic 1: Operations Strategy
Topic 2: Capacity and Demand
Topic 3: Service Environment and Design
Topic 4: Supply Chain Management
Topic 5: Service Quality
Topic 6: Measuring Performance
Topic 7: Service Failure and Recovery
Topic 8: Service Improvement
Start Up Business Scenario Options
You must choose ONE out of the THREE start up business scenario options. You will apply each of the core topics covered in the module to this business idea. For each topic, we have told you which core theory or concept you need to apply. However, there is freedom in terms of what type of business you want to create (e.g., relaxed, fun, formal, or high-end) and what type of customer you want to attract. As stated in the marking grid, you can receive up to 10 marks for creativity, so try to do something original which will provide uniqueness and value to your customers – they need a reason to come to you, over your competitors!
Business Scenario 1 - Moelli Café
The idea for this business is to provide teas, coffees, soft drinks, lunches, and light bites – however, you can decide on the style and type of café you want to create (casual, trendy, formal, co-working space, or anything else!).
Business Scenario 2 - Moelli Bar
The idea for this business is to provide soft drinks, alcoholic drinks, and light bites – however, you can decide on the style and type of bar you want to create (sports, speakeasy, high-end, cocktail, or anything else!).
Business Scenario 3 - Moelli Restaurant
The idea for this business is to provide drinks and more substantial meals compared to the café – however, you can decide on the style and type of restaurant you want to create (themed, specific type of food, casual, formal, or anything else!).
Core Concepts / Theory for Application
Topic 1: Operations Strategy
• Consider the value proposition and the five performance objectives outlined in the taught sessions. Outline the choices you would make for each element of the value proposition and decide which of the five performance objectives your business should focus on for your start up. You can choose more than one performance objective if you wish. You need to ensure you fully explain and justify your decisions.
Topic 2: Capacity and Demand
• State which of the capacity strategies outlined in the taught sessions would be the most suitable for your chosen start up business. You need to ensure you fully explain and justify your decisions.
• What would be the main capacity constraints impacting your chosen start up business and how could you overcome these?
Topic 3: Service Environment and Design
• Using examples, consider what would be the most appropriate process type and layout choice (outlined in the taught sessions) for your chosen start up business. You need to ensure you fully explain and justify your decisions.
Topic 4: Supply Chain Management
• Map out the supply chain (covered in the taught sessions) for your chosen start up business - you do not have to include every supplier for every ingredient / product you require, instead map out the key stages of the supply chain.
• List several key suppliers you would choose for your chosen start up business and fully explain and justify your choices.
Topic 5: Service Quality
• Consider the concept of service quality outlined in the taught sessions and state how it relates to your chosen start up business.
• Based on the five RATER dimensions, what would you measure to ensure your chosen start up business can deliver high service quality. Ensure you explain and justify your decisions.
Topic 6: Measuring Performance
• Consider the Balanced Scorecard outlined in the taught sessions and state how it relates to your chosen start up business.
• What metrics would you include in each section of the Balanced Scorecard to make sure you are capturing a holistic overview of your company’s performance. Ensure you explain and justify your decisions.
Topic 7: Service Failure and Recovery
• Consider the service concept outlined in the taught sessions and complete a written version for your chosen start up business.
• Ensure you fully explain a) how you developed this concept, and b) how it can be used to prevent service failure.
Topic 8: Service Improvement
• Consider the process map outlined in the taught sessions and draw one for your chosen start up business. Explain how this can be used / developed in the future to improve the service delivered.
• Choose two out of the eight Lean Management ‘wastes’ outlined in the taught sessions and explain how you would minimise these. Ensure you fully explain and justify your choices.
Assignment Structure
The assignment is in the format of an Operations Plan. You will need to start with a brief overview describing your business idea. The remainder of the plan should comprise of eight sections, each one devoted to the core eight topics mentioned above. You need to apply each topic to your chosen start up business. As there are eight core topics and the word count allocation is 3000, we suggest devoting 200 words for the ‘overview’ section and the remaining words evenly across the other sections, giving each of the eight topic sections approximately a 350-word limit.
Words in a table will be included towards the word count. Words in a drawing or figure will not be included in the word count and these may be beneficial to demonstrate your ideas for some of the topics. How you choose to best present the information is down to you!
The first page (cover sheet) should include: the title of the assignment, module name, your student number, and word count. Please do not use artwork for the cover sheet as it increases the file size and may cause difficulty in uploading it. You do not need a table of contents. Please see page 8 of this document for more detail on formatting.
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Marking Criteria
The following criteria will be used in evaluating this assessment:
KNOWLEDGE AND UNDERSTANDING OF THE CORE THEORETICAL CONCEPTS (30)
APPLICATION OF THE CORE THEORETICAL CONCEPTS (25)
JUSTIFICATION AND EXPLANATION OF DECISIONS / CHOICES (25)
CREATIVITY (10)
REFERENCING (10)
Please note, a detailed marking grid can be found at the end of this document.
Formative Feedback and Support
Formative feedback provides opportunities to reflect on your ongoing work and preparation for your assignment. Formative feedback and support for your assignment will be available through the tutorials, drop-in sessions, and a timetabled coursework support session.
Although this is a self-directed independent piece of work, you will have plenty of support on the module. In addition to the above, we will also have regular video updates and BlackBoard announcements.
