Operations Management and Service Excellence - Case of Starbucks - Management Assignment Help

Assignment Task :

1. General Assessment Guidance

• Your summative assessment for this module is made up of this written report based on the operations of Starbucks and accounts for 100% of the marks
• The deadline for submission is 23.59 PM on 28th April, 2020. Please note late submissions will not be marked.
• You are required to submit all elements of your assessment via Turnitin online access. Only submissions made via the specified mode will be accepted and hard copies or any other digital form of submissions (like via email or pen drive etc.) will not be accepted.
• For coursework, the submission word limit is 3500 words. You must comply with the word count guidelines. You may submit LESS than 3500 words but not more. Word Count guidelines can be found on your programme home page and the coursework submission page.
• Do not put your name or contact details anywhere on your submission. You should only put your student registration number (SRN) which will ensure your submission is recognised in the marking process.
•  A total of 100 marks are available for this module assessment, and you are required to achieve minimum 50% to pass this module.
• You are required to use only Harvard Referencing System in your submission. Any content which is already published by other author(s) and is not referenced will be considered as a case of plagiarism.
• BPP University has a strict policy regarding authenticity of assessments. In proven instances of plagiarism or collusion, severe punishment will be imposed on offenders. You are advised to read the rules and regulations regarding plagiarism and collusion in the GARs and MOPP which are available on VLE in the Academic registry section.
• You should include a completed copy of the Assignment Cover sheet. Any submission without this completed Assignment Cover sheet may be considered invalid and not marked.

2. Assessment Brief
OVERVIEW
Starbucks operates globally serving millions of customers on a daily basis. The company operates internationally with more than 30,000 retail stores in 80 countries1. Its global operations depend on the service provided through a number of international partners, and in particular a worldwide network of franchises and licensed Starbucks cafes. This allows for local responsiveness through a degree of decentralised decision-making, while providing the advantage of operational efficiencies by leveraging global standards and core competencies.
This assessment is based on the operations of Starbucks and requires you to consider both global and local aspects of its operations. Your submission is in the form of a report in two parts, A and B.
 

PART A 
Using Starbucks as the main case, and drawing on information within the public domain and your own observations, complete a:
(1) Four Vs analysis,
(2) Performance Objectives Analysis and
(3) Design Analysis
comparing the operations of Starbucks to that of Greggs2, the largest bakery chain in the United Kingdom. You will recall from lecture and seminar activities, that the true power of these analysis lies in comparative analysis. In completing the analyses (1)-(3), you may draw on information obtained through direct observation, or within the public domain. As a point of convenience, both companies have operations within close proximity of the BPP University Shepherds Bush campus. Starbucks has a licensed store located at 62 Uxbridge Road, Shepherds Bush, London, ENG W12 8LP, while Greggs is located a few feet away at 68 Uxbridge Rd, Shepherd's Bush, London W12 8LP

Part A of the report should have the following sections. For each section a general word guide is provided and the maximum marks available. A further breakdown of these marks can be found in Section 3, under the marking guide.

Comparative Four Vs Analysis 
Carry out a four Vs comparison of Starbucks and Greggs. In doing so, create a Four Vs profile of both operations, and briefly explain each aspect of the two profiles. Explain why you think the profiles look the way they do, and the differences (if any) between the profiles of the two operations. In doing so, remember to justify and where possible evidence all arguments put forward.

Comparative Performance Objectives Analysis 
Compare the current operations performance of Starbucks café operations to those of Greggs. Map on a polar diagram the current performance of both operations. You must explain what the various operations performance objectives mean, and justify based on the use of evidence, your comparisons. Your discussion should consider whether the markets for Starbucks and Greggs are different, and to what extent this affects the importance of each operations objectives.

Design analysis 
On the basis of the previous analysis, how have the Four-Vs and Performance Profile of the two operations influenced (1) the design of the customer service process, and (2) store layout, at a typical store? I say typical, because both Starbucks and Greggs have multiple store locations. In your response, explain how process and layout design decisions allow the operation to cope with core operations characteristics (Four Vs), and how these design decisions are affected by performance and performance trade-offs.

PART B 
Using the case of Starbucks as well as a minimum of eight (8) published journal articles, and secondary sources such as company reports, produce PART B of the report. This part of the report requires you to critically discuss the role of ONE of the following five key areas of operations management in the success of Starbucks:

• Supply chain management
• Insourcing and outsourcing
• Planning and control
• Quality management
• Process improvement

As a detailed guide to this part of the report, you must consider in one way or another, the following:
1. Overview . Introduce the operational area and its scope within the operations of Starbucks. For example, if you choose, “Supply chain management”, discuss to what extent the operations of Starbuck are shaped and influenced by management of its supply chain, and its contribution to organisational performance.

2. Starbucks global operations strategy and surrounding macro-environment 
Discuss how this operations area is affected by, and enables Starbucks to respond to the wider macro- and business-environment. As part of this discussion, explain the global operations strategy adopted by Starbucks and consider how this area supports that strategy. Ensure that you clearly explain and justify your understanding of Starbucks’ global operations strategy.

3. Key requirements, capabilities and challenges 
Describe the key operations requirements and challenges faced by Starbucks in achieving excellence in the chosen area of operations. Requirements should relate to the day to day needs of the operation, and consider what is required for the effective functioning of that are of Starbucks’ operations. Discuss the capabilities of Starbuck in this operations area, for example, the people, systems and infrastructure. Finally, discuss at least two (2) specific challenges/problems faced as a result of realising these requirements.For example, if quality management is chosen, then a requirement may be maintaining high levels of product and service quality. A challenge may be responding to changing customer needs or the impact of technology on service quality delivery.

4. Analysis and evaluation of chosen operational area 
Discuss the management of resources within this operations area of Starbucks, and how it impacts the organisations operations performance. Examine and evaluate how the organization manages its resources within these areas to fulfil the requirements above, and how it responds to the challenges/problems identified. In your discussion, you should draw on theory, concepts and tools within this operational area and examples from Starbucks.
For example, if ‘Planning and control’ is chosen, you are expected to discuss how Starbucks manages one or more areas of its planning and control activities and the impact on Starbucks’ operations. In this case relevant theory may relate to loading, sequencing or scheduling of Starbucks’ activities.

5. Recommendations
What recommendations would you make about how to improve this aspect of Starbucks operations? Identify 2 to 3 improvements based on the analysis in the previous sections, that is, there should be a clear link between the previous discussion of challenges/problems, and the described improvements.

6. Conclusions 
Conclude your report by summarizing the work done, the main findings and recommendations for improvement

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