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Operations Management
SBS MBA
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UNIT TITLE
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UNIT CODE
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Name (in Full)
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INSTRUCTIONS:
1. Please submit your soft
copy of the assignment on or before 16th July 2016 to examinationboard@atmsedu.org and cc to afatima@atmsedu.org.
2. If
assignment is not submitted on date, will follow with penalty of 10% deduction
of marks for every day.
3. Similarity between students work is
strictly not accepted, any student found with similar work will be graded Zero
and fail for the course. However, Plagiarism is an academic offence and will
not be tolerated under SBS.
Total Marks: _______ / 40
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Read the case carefully and answer all the
questions.
Chad’s Creative Concepts (Krajewski &
Ritzman, 2002: 23)
Chad’s Creative Concepts designs and
manufactures wood furniture. Founded by Chad Thomas on the banks of Lake Erie
in Sandusky, Ohio, the company began by producing custom-made wooden furniture
for vacation cabins located along the coast of Lake Erie and on nearby Kell’s
Island and Bass Island. Being an ‘outdoors’ type of person himself, Chad Thomas
originally wanted to bring ‘a bit of the outdoors’ inside. Chad’s creative
concepts developed a solid reputation for its creative designs and high quality
workmanship. Sales eventually encompassed the entire Great Lakes region. Along
with its growth came additional opportunities.
Traditionally, the company had focused entirely
on custom-made pieces of furniture, with the customer specifying the kind of
wood from which the piece would be made. As the company’s reputation grew and
sales increased, the sales force began selling some of the more popular types
of furniture pieces to retail furniture outlets. This move into retail outlets
led Chad’s Creative Concepts into the production of a more standard line of
furniture. Buyers of this line were much more price sensitive and imposed more
stringent delivery requirements than did clients for the custom line. The
custom-designed furniture continued to dominate the company’s sales, accounting
for 60% of the volume and 75% of dollar sales. Currently, the company operates
a single manufacturing facility in Sandusky, where both custom and standard
furniture pieces are manufactured. The equipment is mainly general purpose in
nature in order to provide the flexibility needed for producing custom pieces
of furniture. The layout groups saws together in one section of the facility,
lathes in another, and so on. The quality of the finished product reflects the
quality of the wood chosen and the craftsmanship of the individual workers.
Both the custom and the standard furniture pieces compete for processing time
on the same equipment by the same craftspeople.
During the past few months, sales of the
standard line steadily increased, leading to more regular scheduling of this
line. However, when scheduling trade-offs had to be made, the custom furniture
was always given priority because of its higher sales and profit margins. Thus,
schedule lots of standards furniture pieces were left sitting around the plant
in various stages of completion.
As he reviews the progress of Creative
Concepts, Thomas is pleased to note that the company has grown. Sales of custom
furniture remain strong, and sales of standard pieces are steadily increasing.
However, finance and accounting have indicated that profits aren’t what they
should be. Costs associated with the standard furniture line are rising.
Dollars are being tied up in inventory, both of raw materials and work in
process. Expensive public warehouse space has to be rented to accommodate the
inventory volume. Thomas also is concerned with increased lead times for both
custom and standard orders, which are causing longer promised delivery times.
Capacity is being pushed and no space is left in the plant for expansion.
Thomas decides that the time has come to take a careful look at the overall
impact this new standard furniture line is having on his operations.
Answer the following questions.
Question. 1. What kind of
operating decisions are facing Chad Thomas’ business today?
Answer: Firms
competing on this basis offer products or services that are superior to the
competition on one or more of the eight dimensions. Obviously, it would be
undesirable if not impossible for firms to compete on all eight dimensions of
quality at once. This would be prohibitively expensive, and there are some
limitations imposed by trade-offs that must be made due to the nature of the
product. For example, a firm may sacrifice reliability in order to achieve
maximum speed.
SERVICE: Service can be
defined in a
Question. 2. What might Thomas
have done differently to avoid some of the problems he now faces?
Answer: To be best serve external customers, the types
of decisions Chad Thomas must make daily for running the company’s operations
effectively that are including capability planning, process improvement,
managing production and project, managing and scheduling resources and quality
control.
It is exciting to have the business expansion
and increasing sales in order to gain profit. However, in this case, Chad’s
Creative Concept does not have the capability to meet the soaring customer
demand. Thus, identifying the company’s capability and production bottleneck
are most important and must be considering at first. Secondly, design new
processes to optimize the firm’s capability and maximize the production level
thereby to
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