Application and Evaluation of the Five Operations Management Objectives

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SMM109 Operations Management
Part B: Individual Assignment

Application and Evaluation of the Five Operations Management Objectives

by
Shakila a/p Munisamy
(u0958470)

Table of Contents
1.0 Introduction4
1.1 Organisational Structure4
1.2 Market Segments4
1.3 Process Flow6
2.0 Critical Analysis of LSW based on the 5 performance objectives7
2.1 Internal and External Customers7
2.2 Client Expectations8
2.3 Different Expectations of Public and Corporate Clients9
2.4 Moving from Stage 2 to Stage 310
2.5 LSW and its Competitors11
3.0 Analysis of KPIs in LSW by using the Five Performance Objectives13
3.1 KPIs for each Performance Objectives13
3.2 Interlink of the Five Performance Objectives Based on KPIs achieved14
4.0 Plans for Improvement16
5.0 Challenges to be overcome16
6.0 Conclusion17
6.0 Reference18
7.0 Appendices18

List of Figures

Figure 1.1: Organisational structure of LSW International Sdn. Bhd. Figure 1.2b: 4V analysis showing the two market segments
Figure 1.3a: Training Workshop Process Flow & Timeline
Figure 1.3b: Conference Process Flow & Timeline
Figure 2.2: Client expectation and LSW’s position
Figure 2.3: Public & Corporate Clients’ Expectations
Figure 2.4: Future growth for LSW to achieve
Figure 2.5a: Using the five performance objectives to compare LSW with its competitors

Figure 2.5b: SWOT Analysis on LSW
Figure 3.2a: Quality vs. Cost
Figure 3.2b: Quality vs. Dependability
Figure 3.2c: Speed vs. Quality
Figure 3.2d: Flexibility vs. Quality

List of Tables

Table 1.2a: A 4V Analysis of LSW International’s market segments Table 2.1: Internal and External Customer’s Point of View Table 3.1: Criteria for KPIs based on 5 performance objectives

1.0 Introduction
LSW International Sdn Bhd (LSW) was incorporated in 2007 with a vision to be trendsetters in the training and development industry (see Appendix 1). The core business of the organisation is producing and organising: i. Training Workshops (Public and Customised)

i.e. Data Warehouse, Performance Management, Credit Risk Management, ii. Conferences
i.e.Fixed Mobile Convergence (telecommunication industry) & Risk & Investment (Banking & Finance) 1.1 Organisational Structure

Figure 1.1: Organisational structure of LSW International Sdn. Bhd. The three main departments have one departmental head each. There is one producer, two event operations staff who also assist with administration as and when required and six sales executives. 1.2 Market Segments

Market segments of LSW clientele can be divided into:
i. Public
ii. Corporate Clients
A 4V analysis can be used to describe the differences between the requirements of the two market segments. | Public| Corporate Clients |
Volume| High (4 events per month)| Low (1 event every two months)| Variety| Low| High (customised)|
Variation| Low| High (based on customer requirements)|
Visibility| High| High|
Table 1.2a: A 4V Analysis of LSW International’s market segments Corporate
Public

Volume
LOW
HIGH

HIGH
Variety
LOW

HIGH
Variationa
LOW

HIGH
Visibility
LOW

Figure 1.2b: 4V analysis showing the two market segments
Visibility for both Public and Corporate Market segments are high due to the nature of the business which is training. The end process of delivering training is highly visible but the initial process of training materials preparation is not so visible for both market segments.

Implications of the 4V analysis of the market segments are:
i. Training Workshops catered for the Public: Cost Lower, Standardized and Demand is Predictable (public training programs are initiated and date fixed by LSW). ii. Training Workshops catered for Corporate Clients: Cost Higher, Customised and Demand is not easily estimated (programs and dates are requested for by clients) 1.3 Process Flow

The process flow for...
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