ASB 2416 – OPERATIONS STRATEGY

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YSGOL BUSNES BANGOR
BANGOR BUSINESS SCHOOL
Arholiadau Diwedd y Semester 1 2020/21
End of Semester 1 Examinations 2020/21
ASB 2416 – OPERATIONS STRATEGY
Amser a ganiateir: 1.5 hours
Time allowed: 1.5 hours
Cyfarwyddiadau Cyffredinol / General Instructions:
GWELER YR AIL DUDALEN
PLEASE REFER TO THE NEXT PAGE
Cyfarwyddiadau Penodol I’r Modiwl / Module-Specific Instructions:
EACH QUESTION CARRIES EQUAL MARKS.
ANSWER ANY TWO QUESTIONS.
Provide your name, 500 number and the module codes
on the cover page of your answer.
CYFARWYDDIADAU I BOB MODIWL YBB
INSTRUCTIONS FOR ALL BBS MODULES
Atebion i’w cyflwyno trwy Turnitin o fewn 24 AWR
Caiff cyflwyniadau hwyr farc o sero
Defnyddir Turnitin i asesu llên-ladrad a chyd-weithio
Peidiwch â rhannu na chopïo eich atebion
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Rhaid defnyddio dyfyniadau a llyfryddiaeth pan yn briodol
Dylid cyflwyno eich atebion mewn dogfen Word yn unig
Yr uchafswm geiriau i bob cwestiwn yw: 750.
To be submitted through Turnitin within 24 HOURS
Late submissions will be awarded a mark of zero
Turnitin will be used to assess for plagiarism and collusion
Do not copy and paste answers or share answers
University procedures for Unfair Practice will be implemented as normal
In-text citations and referencing must be used where appropriate
Your answer must be submitted in a Word document only
Word limit per question is: 750.
ANSWER ANY TWO QUESTIONS.
1. A global creative marketing agency has decided to streamline its approach to devising bids
in response to invitations from companies seeking to launch major marketing campaigns. It
believes that globalisation has led to a more standardised approach to designing and
delivering such work.
In order to create these “pitches” for work, each one requires that a budget estimate be
drawn up, and the company believes that about 20 budget estimates are needed per week
across its whole operation. The staff drawing up these estimates would work on average 35
hours per week. The table below shows more detail.
Element
Time in minutes
Element that must be done
prior to this one
A. Obtain time estimate from creatives
20
None
B. Obtain account handler’s deadlines
15
None
C. Obtain production artwork estimate
80
None
D. Preliminary budget calculations
65
A, B, C
E. Check on client budget
20
D
F. Check on resource availability and adjust
80
D
G. Complete final budget estimate
80
E, F
You have been asked to devise a process for implementing this new, streamlined approach
and set this out in a report. In producing this report, you have been asked to ensure that you
include details of the required cycle time for this process (in minutes) and identify how many
people will be required to meet the estimated level of demand per week. It is expected that
you show how you have calculated these levels.
It has been suggested that a long thin approach to the process is appropriate, but you should
explain the implications of choosing this arrangement, and compare it with an alternative,
such as a short, fat arrangement, which is favoured by some of your colleagues.
2. A food delivery company has developed its services in response to the Covid 19 pandemic
and has learnt important lessons in terms of its operations strategy. It has now decided to
establish a new operation in fashion and athletic clothing, including the increasingly
significant market sector where these two categories overlap. A very small number of large
warehouse type buildings will be required as distribution centres or hubs for this new
operation.
As an essential part of the development process, you have been asked to set out the key
requirements in choosing an effective and attractive layout for the hubs. Although mostly
concerned with receiving, sorting and despatching goods, there will be some business-tobusiness client interaction at the hubs. You should also identify three digital technologies
which could be used in a hub warehouse of the type described and indicate their potential
benefits for the operation.
3. The former US President, Bill Clinton, described globalisation as “the economic equivalent
of a force of nature, like wind or water. It pushes countries to specialise and swap, making
them richer, and the world smaller”.
In the first twenty years of this century, globalisation has been credited as a major contributor
to global economic growth. However, it is now said that the tide of globalisation is turning,
and that major companies are re-assessing their strategies in such aspects as offshoring.
Identify and evaluate the benefits that globalisation has brought for major business
operations in terms of operations strategy, and, also, the reasons for changes in this trend,
away from globalised approaches.
4. Another impact of the Covid-19 pandemic has been a marked and sudden increase in the
proportion of people working from home. Early evidence suggests that this has also had an
impact on the degree of flexible working, in more than one sense. As organisations plan for
future business operations, particularly for the period when the pandemic is finally under
control, you have been asked to prepare a report to form a basis for future plans.
In this, you have been asked to identify and evaluate the positive and negative implications
of working from home for staff who have been able to do so and show in which ways greater
flexibility for people in these organisations has come about. You have also been asked to
provide your view on the long-term trends in terms of working practices, on the basis of
evidence of recent changes.
5. Determining the order in which work tasks are to be completed can be challenging,
especially where there are competing claims for urgency and importance. Very similar
problems are faced when determining the most appropriate system for enabling passengers
to board aircraft in the most efficient way. When sequences have been determined, the next
task is to devise a timetable for operations to be undertaken – in other words scheduling is
required.
You have recently been appointed as an Operations Manager at a manufacturing plant, which
aims to increase efficiency and reduce costs through improving its ways of working.
As a preliminary activity, you have been commissioned to produce a report which identifies
and describes the constraints facing an organisation in determining the priority of work,
exploring at least three sequencing methods for operations and at least two tools or methods
for scheduling operations.

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