The document discusses the operations of BSB Inc., a food service provider on a university campus. It describes BSB's current operations, including their pizza delivery service. A student survey found that students consume off-campus food due to limited variety and inconvenient timings. In response, BSB expanded their pizza offerings and started free delivery. However, increased demand strained operations. Now, new food vendors are entering the campus, increasing competition. To adapt, BSB should focus on flexibility of products, volume, and operations through strategies like custom pizza ordering, expanded facilities, and new branding.

1. OPERATIONS MANAGEMENT
Made by: Isham, Hemant, Alex, Rahul,Vaisishtu, Latifa and Sankalp

2. INTRODUCTION

3. BSB, INC
Operates on a national level to cater organizations Serves 6,000 students and 3,000 faculty members at university

4. MARKETTARGETS
Universities
Airline Industries
Corporate Office

5. UNIVERSITY
 Walking university – dorms, food-
facilities, branch bank, classes,
bookstores, barber shop and sundry
shop
 Cafeteria – located in the ground floor
 Dogwood – located in the second floor
 Grill – located in the corner of
recreational building

6. STUDENTS FOOD CONSUMPTION SURVEY
Renee Kershew – Manager of
food-services

7. WHY STUDENTS CONSUME FOOD OFF-
CAMPUS?
Insufficient variety of dishes in the course menu Timings are inconvenient

8. OTHER SURVEY FINDINGS

9. RESPONSETOTHE SURVEY
 Installed a pizza oven and allocated
extra space for pizza ingredient storage
 Renee have decided to limit the
toppings on the pizza in order to
minimize lead time
 Initiation of delivery service free of
charge through out the entire campus
 Hired assistant personnels to deliver
pizzas by means of bicycle

10. GOOD PART
 Steady increase in sales over the past 10 months
along with profit
 Customer satisfaction level is high for reasonable
price and quick delivery service

11. BAD PART
 Increase in demand – puts strain on the
workers as facilities are insufficient to
meet the demand
 Delay in delivery due to high number of
orders
 Sales is on loss
 There is increase in off menu orders

12. WHYTHE BAD PART?
 BSB, INC basically reached its maturity level in
its product life cycle
 It became difficult to serve large orders
 The students are used to pizzas that was
offered to them.Therefore, no new variety
offered to the students
 Rise in demand led to increase in delivery
times

13. WORST SCENARIO!
 Announcement of three major food-service providers in new food court
 Now main concern of Kershaw is the entry of Pizza Hut – direct competitor of BSB, Inc

14. AGAIN GOOD
NEWSTO IT!
Pizza Hut in the campus will
be having certain limitations:
 Limited selection of pizzas
 Will not accept orders via
phone and offer delivery
service

15. DOES BSB, INC ENJOY ANY COMPETITIVE
ADVANTAGES OR DISTINCTIVE
COMPETENCIES?
QUESTION

16. COMPETITIVE ADVANTAGES AND
DISTINCTIVE COMPETENCIES
 More close distance to the customers as it will allow quicker
delivery
 Location of the facilities – as it is in the campus itself(not in
separate food court)
 More experienced in terms of market knowledge

17. RESULTS OF COMPETITIVE ADVANTAGES AND
DISTINCTIVE COMPETENCIES
 Quick delivery
 Inexpensive way of delivering as no need of using
motorbikes
 More knowledgeable about the needs of the customers

18. WHAT IMPACT WILL THE NEW FOOD
COURT HAVE ON KERSHAW’S PIZZA
OPERATION? WHAT COMPETITIVE
PRIORITIES MIGHT SHE CHOOSE TO
FOCUS ON NOW?
QUESTION

19. ANSWER
Price Convenience
Pizza charged at a reasonable rate. This allowed
competing with its off-campus suppliers
Order was delivered at correct time. Mainly due to:
• Preparing of pizzas before receiving order
• Delivering by means of bicycle
Order qualifier OrderWinner
Kershaw’s choice of competence as well as her competitive priorities:

20. WHAT IMPACTWILLTHE NEW FOOD
COURT HAVE ON KERSHAW’S PIZZA
OPERATIONS? WHAT COMPETITIVE
PRIORITIES MIGHT SHE CHOOSETO
FOCUS ON NOW?
QUESTION

21. IMPACT OF NEW FOOD COURT ON BSB
MORE
COMPETITION
MONOPOLY
IS LOST.
ANSWER

22. ADVANTAGES AND DISADVANTAGES
ADVANTAGES DISADVANTAGES
Quick delivery service
New competitors have a
Greater advantage of there
Brand name
Limited variety of service More variety of food service. (Fast food)
Standardized menus of large franchises such as
pizza hut
Same location

23. NEW COMPETITIVE PRIORITIES FOR BSB
Flexibility of Product Flexibility of Volume Flexibility of Operation
Inclusion of royal salad
To compete with Dunkin
Donuts –
Introduce dessert such
as Sundae or cookies
To compete withTaco
Bell - Introduce
sandwiches
e.g. mathafi porotha
Increase the production of pizza in
order to meet the increasing
demand
Increase the number of operating
hours at the times when Pizza Hut is
closed. i.e. Operating hours should
be until 3 am morning

24. IF SHE WERE TO CHANGE THE
COMPETITIVE PRIORITIES FOR THE PIZZA
OPERATION, WHAT ARE THE GAPS
BETWEEN THE PRIORITIES AND
CAPABILITIES OF HER PROCESS? HOW
MIGHT THAT AFFECT HER OPERATING
PROCESSES AND CAPACITY DECISIONS?
QUESTION

25. GAPS BETWEEN PRIORITIES AND CAPABILITYTO
PROCESS
 For flexibility of Product: Very few to no workers specialized
in doing the proposed tasks.
 For flexibility of Volume: Comparing to the demand, space
for kitchen equipments are insufficient.
 For flexibility of Operation: Other than increase in variable
costs, there is no gaps

26. EFFECTS ON OPERATING PROCESSES AND
CAPACITY DECISIONS
 For flexibility of Product: As additional offerings are
increased this will effect delivery service and cost as
additional workforce must be employed.
 For flexibility of Volume: As there is increase in demand,
more amount of space will be required.
 For flexibility of Operation: Cost of fuel, electricity bill and
pay for overtime to the workers used in extra operation hours
may exceed operation budget.
In short – the above points will lead to increase in the price of pizzas!

27. WHAT WOULD BE A GOOD
FLOW STRATEGY FOR
KERSHAW’S OPERATIONS ON
CAMPUS TO MEET THE FOOD
COURT COMPETITION?
QUESTION

28. SWOT ANALYSIS
There are couple of internal(strengths and weaknesses) and external(opportunities and
threats) influence associated with BSB, INC analysed as follows:
Strength Weakness
Inexpensive rate: Offers students affordable rate of
the meals
Lack of Variety: Students got bored of trying the
same meals on daily basis
Market Knowledge: BSB is having experience for
more than 10 years in offering its service to the
targeted market sectors
Lack of Capacity: Puts strain on the existing kitchen
equipments as well as the workers.
Customer Ease: Allows to make delivery via phone

29. SWOT ANALYSIS - CONTINUATION
Opportunities Threats
Limited Menu: It is expected that Pizza Hut will
offer limited variety in its course menu
Brand Recognition: Pizza Hut is well known through
out the world from 4 – 5 decades.This can be threat to
BSB, INC
Hours of operation: Pizza Hut is not open at very
late night.
Customer Service: Dunkin Donuts and Taco Bell
provide ready made fast food and desserts that
matches the expectations of the students.

30. BASIC OPERATION STRATEGY - PROCESS
Customer Needs
Corporate Strategy
Operation Strategy
Decisions on Processes
and Infrastructure

31. GOOD COMPETITIVE OPERATION
STRATEGYTO BETAKEN BY KERSHAW
User Custom Pizza: Easy to order application for
Android and iOS phones for customized pizza
Changing the brand name from BSB INC to Pizza
Nation
Expansion of kitchen, purchase more number of
bicycles and increase operation hours
Rent empty store within campus premise

32. CONCLUSION - ☺

33. Volume
New offerings and
variants
New operation timings
Inexpensive offerings Quick Service Customer ease and reliability