Operation Management - Cadburyworld
Cadbury World
1)
The service concept of Cadbury World is the form, function and overall purpose of the design and the benefits it will provide to meet the needs and expectations of the customers. By means of form, the overall shape of the service concept is the contemporary leisure experience to permanent exhibition devoted entirely to chocolate but also to have educational value and be guided by the spirit of the old tours. By means of function, the service concept operates in a way of servicing social responsibility and the desire to be a good neighbour. By means of purpose, the service concept is intended to satisfy the adults who fondly remember their childhood tours to Cadbury¡¦s factory visit, the requests from educational groups and individuals who are interested in visiting the factory. By means of benefits, the advantages the service concept will bring to customers are to enjoy leisure experiences with educational value at low prices.
The service package of Cadbury World consists of the series of core (the experience), supporting (the shop, restaurant, coffee and ice-cream parlour) and facilitating (parking) processes which all need to be designed. The design of the service package is compromised by:
The service concept
In order to achieve low price objective, Cadbury World keeps the staff costs (hiring limited numbers of unskilled staffs), technology costs (lack of technology to streamline the operation process) and facility costs (old and outdated facilities) at lowest possible. In return, they have to compromise low costs with their other objectives.
The unskilled staffs and outdated facilities are compromised with the quality in the core process. For example, the brief video (facility) in the packaging plant is outdated and requires commentary notes from some guides. However, the unskilled guides are not familiar with the operations so they need to read from hand-written prompt cards, which is not professional to the eyes of the
1)
The service concept of Cadbury World is the form, function and overall purpose of the design and the benefits it will provide to meet the needs and expectations of the customers. By means of form, the overall shape of the service concept is the contemporary leisure experience to permanent exhibition devoted entirely to chocolate but also to have educational value and be guided by the spirit of the old tours. By means of function, the service concept operates in a way of servicing social responsibility and the desire to be a good neighbour. By means of purpose, the service concept is intended to satisfy the adults who fondly remember their childhood tours to Cadbury¡¦s factory visit, the requests from educational groups and individuals who are interested in visiting the factory. By means of benefits, the advantages the service concept will bring to customers are to enjoy leisure experiences with educational value at low prices.
The service package of Cadbury World consists of the series of core (the experience), supporting (the shop, restaurant, coffee and ice-cream parlour) and facilitating (parking) processes which all need to be designed. The design of the service package is compromised by:
The service concept
In order to achieve low price objective, Cadbury World keeps the staff costs (hiring limited numbers of unskilled staffs), technology costs (lack of technology to streamline the operation process) and facility costs (old and outdated facilities) at lowest possible. In return, they have to compromise low costs with their other objectives.
The unskilled staffs and outdated facilities are compromised with the quality in the core process. For example, the brief video (facility) in the packaging plant is outdated and requires commentary notes from some guides. However, the unskilled guides are not familiar with the operations so they need to read from hand-written prompt cards, which is not professional to the eyes of the
Bibliography: Slack, Nigel; Chambers, Stuart; Harland, Christine; Harrison, Alan and Johnston, Robert (1998), Operations Management, 2nd Edition, Pearson Education Limited, Essex Slack, Nigel and Walley, Paul (2001), Warwick MBA: Operations Management Course Notes, University of Warwick, UK