Creativity and Innovation (CRI) Assignment
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Kite Institute
Added on 2020-05-04
Creativity and Innovation (CRI) Assignment
Kite Institute
Added on 2020-05-04
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Executive SummaryThis report contains a study report on the use of mobile phone and Facebook ordering at Burger Fuel. The study is based on the gap in research identified in the research proposal. With the increasing popularity of application of technology in business, the need to for creativity and innovation has also increased. The competition in the Fast Food industry all the world has also increased rapidly over the previous one decade. Customers are becoming more complicated and they demand better goods and services each passing day. Due to this reason, the need to innovate and offer customers more value has arisen. The proposal of using mobile phones and Facebook to make orders for customers of Burger Fuel will have many positive effects to the company. The implementation of the proposal is also expected to bring about undesirable effects to the company. The study begins with a brief introduction of the company and the problem being investigated. The stakeholders to be affected by the change include the customers, employees, shareholders and partners. Some employeesmay end up losing their jobs and changes in tasks may be implemented. The customers will be offered products more conveniently and the services will be improved. The value of stakeholder’s investment will increase as a result of increase in returns from the business. The change is expected to increase effectiveness and efficiency in Burger Fuel. The management and decision making tools used in this study include the SWOT analysis, Cause-Effect relationship and Mc-Kinsley`s seven step model (Ursyn, 2014). Qualitative and quantitative research methods are used in this study for data collection, analysis and interpretation. The findings of the research are presented using tables and graphs as seen in the documents provided in the appendix. Both primary and secondary sources of data are used in the study. The process of change is also presented in the paper in form of a table which contains the
recommended change and a detailed definition of the same. The final sections of the report contain recommendations and conclusion based on the findings of the study.Contents
Introduction...............................................................................................................................................5Research aims and objectives....................................................................................................................7Methodology..............................................................................................................................................7Problem solving model and justification...................................................................................................8Problem identification...............................................................................................................................8Work out of major factors involved and possible causes of these factors...............................................9Research methodology and justification.................................................................................................11Data collection methods..........................................................................................................................12Data analysis and presentation methods................................................................................................12Management concepts used in the study...............................................................................................13Strengths..................................................................................................................................................13Weaknesses.............................................................................................................................................14Opportunities...........................................................................................................................................15Threats.....................................................................................................................................................15Findings....................................................................................................................................................15Analysis and interpretation.....................................................................................................................19Process of changes...................................................................................................................................22Recommendations...................................................................................................................................24Conclusion................................................................................................................................................25
IntroductionThis report analyzes the impact that introduction of mobile and Facebook system of making orders will have on Burger fuel, New Zealand. Burger Fuel is a New Zealand burger restaurant that has more than 88 locations spread in 6 different countries. The company is public and it has shares traded in the New Zealnd stock market, NZX. Burger Fuel was founded in the year 1995 by Chris Mawson in Auckland, New Zealand. Burger Fuel operates in other countries apart from New Zealand. These countries include; Australia, United Arab Emirates (UAE), Saudi Arabia, Egypt, Kuwait, Iraq and USA. The key products offered by the company include; Hamburgers, french fries, wraps, soft drinks, milkshakes and ice cream. The restaurant also has other side dishes which help to build up on its rich menu. The company recorded revenue of $82,800,000 and an operating income totaling $18,700,000. Burger fuel continues to grow and is planning to expand to other countries such as China and Libya (Brennan,& Schafer, 2010). For this to happen, it iscritically important for Burger fuel to keep on innovating so as to help increase efficiency and effectiveness in its operations. The innovation and organizational change opportunity that was chosen as the basis of research is introduction of mobile and Facebook ordering system. The new method is intended to enable customers order products from the company at the comfort of their sitting room after which the products can be easily delivered. The problem was identified after carrying out a market research which indicated the growing need for the company to adopt technology in its systems to increase efficiency both in its production and operations. The numerous requests by customers to have the company develop a system that enables them to make orders without necessarily visiting the restaurants motivated Burger Fuel to propose this change. This also prompted the idea of using mobile and Facebook applications as a method of making orders by customers. The problem is
very significant to Burger Fuel because its touches on three important aspects of the organization which are people, systems and products. The solving of the problem by introducing mobile and Facebook ordering will result to a lot of changes in the organization and these changes are expected to affect various stakeholders within the organization (Wu, Jakubowicz, & Cao, 2014). The employees, shareholders, management and the customers are likely to be affected by the change. The report aims at investigating the impact that introduction of mobile and Facebook ordering system will have on Burger fuel and its various stakeholders. The report also investigates how the change will affect efficiency and effectiveness of the organization. The scope of this project is limited to the impact the change will have onBurger fuel alone irrespective of what happens with competitors. The study focuses on investigating ways in which the change will impact positively on the company and how it will help to increase customer satisfaction (Maumbe & Okello, 2013). This is in turn expected to increase customer base. The project objective include determine by how many dollars the proposal is expected to reduce the costs. The other objective is identifying how the proposal will help to reduce the labor force hence reducing costs. Research aims and objectivesThe aim of this research is to analyze the viability of introducing mobile and Facebook ordering for Burger Fuel, New Zealand. The study aims at accomplishing a variety of objective and they include;Examining the amount by which the proposal will help to reduce the cost of laborInvestigating the impact that the proposal will have on service delivery and customer satisfaction.
To investigate the reduction in waiting time in minutes for customers who visit the restaurantsTo investigate the percentage increase in customers as a result of the new system.To examine how the change will affect employee morale and performance.Investigate the percentage increase in revenue attributable to the use of mobile and Facebook as a method of making orders by customers.MethodologyThis section discusses the methods that are applied in conducting this study. This entails discussion of the problem solving methods used in identifying the problem being discussed in this study. The method is named and the steps and procedures undertaken when using this tool. The research methodology and the management concepts used in the study are also evaluated and analyzed in the study.Problem solving model and justificationThis research applies the cause-effect analysis model of solving problems. This method was developed in the 1960`s by Ishikawa who was a pioneer of quality management (Traitler, Coleman & Hofmann, 2015). It combines the technique of brainstorming and mind maps. This helps in identifying all possible root causes of a problem and provides alternative solutions to these problems. The following are the steps followed using this model to solve the problem identified in the study;Problem identificationThis step involves writing down the exact problem that Burger Fuel is facing. Burger fuel has been experiencing a problem of long queue in many of its stores in New Zealand and Australia. This is mainly due to the high number of demand for the
companies` products because they are of superior quality and have more health benefits as compared to those of competitors. The long queue result to long waiting time which inconveniences customers. Some customers end up giving up on being served and they leave without purchasing what they intended to purchase. This problem has resulted to loss of customer dissatisfaction which could potentially lead to loss of customers. Another problem related to the current system used by Burger fuel is that its efficiency levels are very low. It has very high related to employees andother operational costs that end up reducing the profit margins of the company. Customers have been demanding adoption of technology and innovation that would help them to purchase goods from Burger Fuel without having to visit the restaurant. Companies in other countries such as Australia and USA mostly rely on online purchase of products such as burger and pizza after which the products are delivered to the customer at their preferred destination. The problem is affecting customers the most since they end up getting inconvenienced and the customer service may be poor at times due to pressure to cater for the many customers waiting in line. The employees of Burger fuel are too affected by the identified problem since they may end up overworking themselves and hence lacking time for self development.Work out of major factors involved and possible causes of these factorsThis step involves identification of factors that may be part of the defined problem. These factors may be things to do with systems, equipment, materials and external forces. In order to identify and evaluate the major factors that relate to the defined problem, it is very important to use a well defined framework to identify these factors to exhaustion. For this study, the McKinsey 7-S Framework is used. The model analyzes the seven internal aspects of an organization that are critical for the success
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