Assignment Details:

“A memorable moment”: It was my son’s birthday. He got a little surprise from some cabin crew who sing a happy birthday song for him. What a memorable moment. “Not authentically friendly”: Cathay Pacific is considered as a very top classic airline. But unfortunately, the cabin is gray, the staff was not authentically friendly but just doing their job. The food does not look nice. The staff did not come to greet me and they forgot the tray in my place for a long time. My red wine glass was filled with a port.

You may find the information for Cathy Pacific Airlineonline, in Keynotes in the Library, Company reports, cases online, and the financial press. The literature sources should be books, journals, refereed papers, and appropriate online sources. You should find the sources of information that you will use to deliver the three assessment parts. Your submission should address the following 3

Part 1

Using the specific operations performance objectives, it can be argued that Cathy Pacific Airline is focused on satisfying its customers’ requirements for fast and dependable services at a reasonable market price, through strategic partnerships that assist its customers to improve the services they offer.

Specifically, you should:

• Outline the essential components for ‘effective business operations management’ (creating value for the customer) for Cathy Pacific Airline’s operations.
• Use a soft systems methodology to evaluate the issues Cathy Pacific Airline (CX) might face if they decide to introduce new facilities to allow their customers to continue order services online and have services delivered in superior quality among rivals as well as opening new airline services to compete in the market place. Support your discussion with appropriate business operations models (i.e. operation strategy performance (priorities) model, customer value, the service gap model, four v’s profile, etc.).

TIPS:

1. You should start with what CX is doing well compared to the sector (why customers select CX).

2. Research the problems they may face changing their business model (e.g. the changes) using Soft Systems Methodology (critical analysis of need/problem to be solved).

3. Support your discussions with appropriate operations models (quality/depth).

• You should compare and contrast different models used by the sector in which CX operates and recommend appropriate solutions to continue being competitive in the market, make easier for customers to select CX’s services (issues to consider such as delivery processes, customer value chain, cost implications, sustainability, etc.).

4. Your academic inquiry should lead to the synthesis of important issues around the problem and solution.

5. Critical analysis and evaluation of the customer’s digital experience, how the new model will enhance the customer’s experience.

6. Innovative ways to serve their customers better.

7. Consider the services which are unique and beneficial to CX.

8. Consider customer value for selecting CX and other airline operators (which market sector are they chasing by changing the business model).

9. Comparison of the different solutions with costing and choose one solution to take forward with reasoning.

10. Models of corporate strategic analysis such as Porter 5 forces or SWOT are not recommended to be included for your research.

11. Writing should be essay style (Synthesize) and the use of bullet points should be minimized.

12. The appendix is allowed whenever necessary.

Part 2

For the new system, you should include Root Definition, CATWOE, and produce a detailed “Rich Picture” (hand-drawn) to fully illustrate your answer. Your rich picture must indicate the problems as well as the solution. (Not included in the word count).

Tips: Structure for part two:

13. Rich picture (fully illustrating part one).

14. Root Definition (based on your chosen solution).

15. Table for CATWOE (this is to test the Root Definition).

Part 3

Discuss how the managers would turn performance objectives into operations priorities and the resources that would be necessary for effective implementation of the new process (about six hundred words).

Tips:

16. This part should concentrate on the new solution only as discussed in parts one and two.

17. Highlight the resources required and costs for implementing the new process.

18. Support your discussions with Performance Model, management of change, etc. (not Maslow).

Part 4:

Using a Balanced Scorecard, discuss how the business performance can be measured post-implementation (refer to the last three years of company annual reports and any other relevant data for improvement and target trends for CX). (Balanced scorecard charts are not included in word count but discussion on each prospective is included, about hundred words for each prospective).

Tips:

19. Balanced Scorecard is to measure the post-implementation performance for the new process only.

20. Create a Table for each prospective.

21. Under each table use the words to support your data, reference for the sources, etc.