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Supply Chain Management
Mid Paper
Submitted To
Dr,Fahad Amjad
Submitted By
Tajamul Hussain
MBA(1.5)
pideFMBA2017(1.5)08

Case 6
New Supply chain strategies at M&S
BY Alan Harrison and Jane Pavitt
Q1: what market segments do the three different product ranges serve? Assume that the perfect and classic ranges serve essentially the same segment.
Answer
Market Segments Perfect and Classic The Autograph range Per Una
Demographic 35-55 Wider audience 25-35
Psychographic Busy life style Luxurious life style Fashion Conscious

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The perfect and classic collections was aimed at core customers who are mature at lives a busy life. The benefit of this collection is that clothes are elegant, machine washables, non-iron and timeless essentials.
The Autograph range was aimed at wider audience with unique environments. However the autograph range is limited to spring and summer seasons only.
Per Una range target customers were the fashion-conscious women aged between 25 to 35 year old, sizes 8-18. The products of Per Una were available to limited stores and the item were unique as well. Hence making it a limited edition kind of a brand.
Q2:
What are the order winner and qualifiers for these different ranges?
Answer
Order Winners:
Order Winners are those features or characteristics of a product or services that stands out when a customer is choosing a product or a service of firm over those its competitors.

Qualifiers:
Qualifiers are those features or characteristics of a product or services of a firm that are considered “worth the money” by the customer over those of its competitors.
Perfect and Classic The Autograph range Per Una
Order Winners machine washables, non-iron Trendy, Seasonal Unique, limited edition, Exclusive
Qualifiers Quality at a reasonable price High Street Price, Stylish and Multicolor Range High quality, expensive than other ranges
The made order winner by improving supply chain. If someone has a strong supply chain they gets many benefits from customers, they increase the customers to provide timely services. M&P finds new opportunities to reduce supply chain cost and then achieve target saving £1.2 million in 2003. M&P use priorities to eliminate duplicate and to increase transparency. Some of the savings were achieved by using fewer suppliers by workings more efficiently with them. This thing enables M&S to get goods to the shop faster and to respond more quickly emerging customers demand.
Q3:
What are the different logistics performance objective for the different product groups? Fill in the following table:
Answer
Perfect and Classic The Autograph range Per Una
Product Range Plain, Simple, return to basic Accessories like hats and bags, menswear and womenswear High quality and Unique, ‘no repeat’ basis
Design change Timeless essentials, easy to maintain, Every Size Cutting edge, seasonal like spring and summer Latest trend, Individual cuts
Price Value-at-reasonable pricing High Street Pricing 10% more expensive than other ranges
Quality High Quality Fabrics Inspirational Quality Highest Quality material
Sales Volume SKU Large Volume e.g. 500 bestselling products Selected boutiques and limited products
e.g. 18 hats and 10 bags at 60 different color 300 items in 50 selected store
Order Winners machine washables, non-iron Trendy, Seasonal Unique, limited edition, Exclusive
Order Qualifiers Quality at a reasonable price High Street Price, Stylish and Multicolor Range High quality, expensive than other ranges
Operational Priorities Cost Quality Fashion and trend

They can use these Points as well for there business Model.
• Facilities
– The physical locations in the supply chain network where product is stored, assembled, or fabricated say store etc
• Inventory
– All raw materials, work in process, and finished goods within a supply chain…Production Horizontal
• Transportation
– Moving inventory from point to point in the supply chain. Truck small vehicles etc.

• Information
– Data and analysis concerning facilities, inventory, transportation, costs, prices, and customers throughout the supply chain for decision making.
• Sourcing
– Who will perform a particular supply chain activity to done the task.
• Pricing
– How much a firm will charge for the goods and services that it makes available in the supply chain. For earing

Case 1
Birmingham international Airport
By Robert Johnson
Introduction
Birmingham Airplane terminal, once Birmingham Worldwide Air terminal is an airplane at England. The airplane terminal offers both residential flights inside the UK, and universal flights to goals in Europe, the Center East, Pakistan, North America and the Caribbean. After taking care of a record 9.7 million travelers traveler numbers declined to 8,572,398.
The case study discuss about how to manager various ongoing activities at an airport (Planning, organizing, supervising, express operations & scheduling) .The other thing which case tries to make us understand is how operation activities take place at BIA, and roles and strategies that are required to be implementing as an operation manager moreover, how the operations manager is responsible for the airport Operations and supervision of several activities or coordinate with different departments to eachother any time.

The case also tells the duties & challenges which the airport manager has to face in order to operate the airport properly.

Q1. Indetify some of the micro operations to be found at the airport. For each one:
Answer
a) Identify the transforming and transformed resources
b) State which is the predominant transformed resource
c) Describe the output of each micro operation and say who you think its customers

a) Micro Operations Transforming Resources Transformed Resources
Baggage handling baggage handler bag
ticket ticket clerk ticket
fuel loading fuel handler/company fuel
building maintenance maintenance team buildin

The transforming resources are the managers, employees, machinery and equipment used by The Airline Company. The transformed resources are the materials and the information which are processed to create the final product.
b) State which is the predominant transformed resource
Transformed resources – The raw materials that undergo makeover to be converted into final product for the markets. As asked in the question we need to provide transformed resources, so the pre-dominant transformed micro resource would be ‘Passenger’ Whereas, the pre-dominant macro resource would be ‘Passenger Information’
c) Describe the output of each micro operation and say who you think its customers
Out of all the individuals that work at the airplane terminal, BIA utilizes almost 700 and I supervise almost 600 of them. These operations individuals are fundamentally concerned with the day-to-day running of the airplane terminal and the brief and medium-term operational planning.
Operation Work Work Result User End Result/Output
Baggage Handling Baggage Handler Bag Arrived at Correct Destination Passenger Happy
Ticketing Ticket Clerk Ticket Accurate ticket information Passenger Content
Fuel Loading Fuel Handler/Company Fuel Fuel Tank full Crew Members Safe Journey
Aircraft Cleaning Cleaners/Team Aircraft Clean Aircraft Both(Passenger & Crew) Cleanliness
Building Maintenance Maintenance Team Building Hygienic Building Client of the building Safe to use

Q2. Summarize the job of the operations director. What are the main Task/issues he faces in managing the airport?
The job of operations Director is full of challenges & he needs to be present & on the foot to face any situation. For an operations director no 2 days at the airport are the same.
The operation Manager responsible and duties:
•They can Increase number of passengers (either we grow or we die!!)
•They can Increase number of airlines and cargo
• New destinations requested
• By Developing New Polices Increase return on commercial side of business
Team up with the region tourism association to increase incoming and outgoing traf?c Evaluating, and coordinating airport operations and activities
• Fulfil Safety and security needs
• Assist to enforcing airport policies and regulations
• Setting the safety and customer service standards for everyone to adhere to
Allocate the best infrastructure to the airlines.
• Controlling Wildlife animals at terminal
• Emergency evacuation plan at any situation
• Make sure Environmental policies
• Chek proper Maintenance
• Dealing with unsatisfied customers

The task of Richard include:-
? Managing and provide leadership the operations team work at the airport to make ensure smooth operations in or also outside of the terminal.
? Overlook the long term planning and development say. construction of new building, catering outlets, car parks, people mover and setting area.
? Provide leadership and co-ordination of the other organisations in the terminal like as airlines, handling agents, retailers, cargo handlers.
? Co-ordination or setting the safety and customer service standards for everyone adhere to Ensure effective operational planning or efficient allocation of infrastructure to the airlines.
? Developing and implementing safety and management systems to deal with emergency situations such like fire, evacuations, bomb threats, ill passengers and even deaths in the terminal
? Ensure there are plan in place to deal with the day-to-day issues, such as changing stand allocations when delays occur or arranging snow clearance where there is sudden fall.
Q3. What is you think He actually does each day?
Answer
According to me, He spend most of his day by dealing with customers. Every customer is different from another; one could praise him for providing them the best services whereas another customer could be largely dissatisfied with the services. So in order to maintain good terms/relations He need to know how to tackle his customers and also must give their customers full satisfaction. In addition, to ensure the success of the concern, He should also spend some of his time to re-examine and reassess any development. He also must allocate his time to pay attention to the customer’s feedback which is a very good way to serve the customers they want.To retain customers, customer’s satisfaction is the key determinant which ensures the loyalty of the customers. Today airlines industry faces a stiff competition thus it is important for managers and the entire management to ensure customer’s satisfaction to achieve the level of loyalty of their customers.
Q4. Define the relationship between the day to day tasks and the long term issues and explain how He manages to oversee both at the same time?
Answer
A task is an activity or piece of work which you have to do, usually as part of a larger project. Long-term operational planning is about making the day-to-day operation a efficient as possible. Good processs or procedures need to be in placed so this everyone know what to do in their day-to-day tasks, these processes or procedures are not something that people can make it on spot, it has to be through and tried or tested. Planning for the runways maintaining or agreeing slot allocations with the airlines will let the plane take off and land as per schedule because of the operation team know their own task, e.g. there is going to get air bridges, who is going to get certain stands or who is going to have their passengers bused to the terminal at peak times. Implementing of the safety management systems and keep the fire crew fully trained is important when the emergency situations such as fires,and evacuations, or bomb threats, ill passengers and even deaths happen in the terminal. The terminal duty manager needs to know how to deal with these emergency situations, know what to do when passengers report that they have seen someone acting the suspiciously and when passenger try to take prohibited items through security .Planning of new building projects such as new catering outlets, car parks and people mover system is to ensure the terminal has enough capacity and resources to handle the growing passenger rate day-to-day. He manages to oversee both at the same time because he has different managers to help him in managing the day-to-day terminal operations and operational planning. The terminal managers’ job is to sort out the day-to-day operational problems in the terminal for example, ensure that the passenger, catering people and information services people are informed when schedules fall apart because of plane delays or diversions; and deal with major incidents like bomb threats or stranded passengers at the airport. The terminal managers work 24×7 with one senior manager overseeing each shift. Operations duty manager is the equivalent of the terminal duty managers that look after the airfield side. His job is to deal with the day-to-day problem such as changing stand allocations when delays occur or arranging snow clearance if there is a sudden fall. He has the weekly communication meetings with the terminal managers, operations duty managers or operational planning department to ensure that his teams have a great understanding of each problems and there is an excellent spirit of cooperation.

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