QMDS311-001 OPERATION MANAGEMENT
The company that our group chose to study is City of Dreams Macau (COD), which is located in Macau Cotai coherent highway. COD is a diversified entertainment resort, which contains a rich set of entertainment, grand hotel accommodation, international cuisine, internationally renowned brands as well as casino. Luckily, we found a manager in entertainment and progress department of this company to help us conduct an interview. The information of this manager are as follows:
Manager name: Huá dì
Telephone number: 66884314
Position: Theatre Director
Main responsibilities: All ticketing and frontline day-to-day operation of Atrium, Dancing Water, Hard Rock pool party, The Junyue MMA boxing matches, CUBIC ticketing and TABOO.
COD’s corporate goal, as stated by Lawrence Ho, is to become the tourist resort that makes Asian and even the global tourists to have multi-day stay, and to consolidate Macau as Asia’s leading leisure and tourism center. COD locate in one of the most competitive area in Taipa, Macau. There are several entertainment resort hotels, such as Venetian, Sands Cotai Central, Galaxy Macau these competitors. COD has to keep its competitiveness to fight with them. So COD provides with some entertainments (like the house of Dancing Water, Dragon treasure, etc.) to attract the customers to come to COD to achieve corporate goal. In order to improve staff quality, entertainment and progress department also cooperate with HR department to offer training program to staff. Staffs can go for training as long as they are available. In corporate positioning, COD believes that it takes the advantage of providing something different than other competitors by implementing the differentiation strategy, for example, offering Dancing Water, Atrium to customers. COD also has high requirement on the entertainment activities they offered. In the past, COD once thought of opening a cinema. However, COD thinks cinema is not very high-end and it will low the elegance of COD, so COD rejects the consideration at last.
b) Current Operations
The current operation is to provide above entertainments to customers and make sure that the entertainment activities go smoothly. The manager has to measure ticketing and frontline workings keep running. In the ticketing, the manager said COD provide 60~70%‘s ticket for internet sell, and the rest of the ticket will provide to the agent like travel agencies, these agencies will sell the tickets to the group customers. The manager said COD won’t overbook the ticket to get the maximum profit, because their shows are unique, and they care more about the quality rather than the quantity. They have to take-care some special needs person, providing convenience to them. COD tries to get a balance between making profit and remaining service quality.
Show cancellation & Compensation
COD sometimes face problems of show cancellation of Dancing Water and receive complaints from customers. Also, there may have some mistakes on the daily operation, so the customers will not satisfy the services and have complaint with COD. For the compensation part, COD build a compensation standard to deal with customer complains. The general approach is to take the customer complaint at first place, for example, ticket refund. However, if the compensation exceeds the company’s standard, then COD will take company’s benefit at the first place (e.g. some customers will ask for airplane tickets refund and it will be transferred to higher level manager to determine the compensation level). Also, COD’s management group will have meeting every week to discuss complaint affairs and try to analyze whether it is due to guests vexatious or they have some shortcomings. If they think that they are not doing well, then they will think of ways and make improvement. Decentralization
Instead of centralization, COD tends to have decentralization because they...
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