Managing Operations in Service Industry: A Case Study of Forte Company in Australia

This report focuses on the delivery of catering services by the Forte Company in Australia. The catering services involve various activities such as the delivery of meals, planning and hosting events. The report also suggests improvements that the catering company could adapt to increase efficiency and customer satisfaction.

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SERVICE OPERATIONS
Name of student
Name of instructor
Name of institution
Date

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Introduction
Services differ from good due to the absence of tangible evidence after the delivery. The
customer and the service provider should meet to ensure the success of service delivery. The
report focuses on the delivery of catering services by the Forte Company in Australia. The
catering services involve various activities such as the delivery of meals, planning and
hosting events. The service delivery sector has evolved over time to include technology,
which has reduced the expenses involved. Furthermore, the report focuses on the
improvements that the catering company could adapt to increase efficiency and customer
satisfaction.
Real-world service business
Forte company is located in Sydney and deals with catering services (Anon., 2018). The
company provides the services to corporate events, weddings and other events including
funerals and birthdays. The company has a reputation for unique styles and extraordinary
services that have resulted in winning of awards for excellence. Forte company provides
services such as meal delivery, event planning, decoration and event hosting (Anon., 2018).
The company has employed experienced employees who understand the customer’s tastes
and preferences. Furthermore, the company has a Forte website where the customers talk to
the management team and make orders for catering services (Anon., 2018).
The delivery of catering services require the understanding of the customer behaviour and
preferences to enable satisfaction (Juneja, 2018). Therefore, the Forte Company undertakes
intensive research on the customers to meet the specific need of each person. The hospitality
services offered to the customers evoke emotions and feelings, which determine the levels of
satisfaction. Therefore, to meet the customer expectations, the services should maintain high-
quality levels and appeal.
Measurement of business performance

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The catering business has increased in popularity over the years with most entrepreneurs
venturing into the service. The customers have also responded properly by trusting the
catering companies to deliver the requirements to the events. Therefore, the market share for
the industry has become widespread over the years since most events now seek the catering
services. Forte catering company has benefited by having more clients who require the
services (Mandviwalla, 2015).
Over the years, the financial performance of Forte Company has increased with the rising
number of customers in the market. The business has experienced more people willing to pay
for the services, which reflects in the sales revenues due to the increased sales units.
Furthermore, the business has responded to the increased demand by raising the prices paid
by the customers for the services. Therefore, the financial reports indicate an increase in
profits for the business. Additionally, a projection into the financial performance indicates a
future increase in revenues (Cole-Ingait, 2018).
Additionally, the sales performance of the business shows positive growth over the years.
The increase arises from the raised demand from the event holders. The event planners and
holders call for the services to ensure efficiency in planning and accuracy of food amounts to
avoid wastage (Ishola, 2016). Therefore, the business has increased monthly units of services
delivered to the customers, which has resulted in a wide market share. Additionally, future
projections in the sales performance indicate further increase in the number of customers.
The quality performance of the company also indicates positive growth. The company
delivers high-quality services to the customers thus increasing the customer satisfaction.
Forte catering company has employed the best hospitality experts to give services to the
customers. Additionally, the business uses an information system in operations to ensure
effective communication with the customers. Furthermore, the information systems have

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helped Forte catering to understand the market thus delivering high-quality services.
Therefore, the quality performance of the business has increased over the years (Nigel, 2013).
Forte catering company business layout
The company uses a clear service blueprint to explain the business layout. Forte catering
company ensures close contact with the customers by reducing the chain command in order
execution (Suzanne de Treville, 2016). The business also ensures constant communication
with the customers to inform about the progress. The employees should follow the blueprint
to ensure that the customers get quality services. The layout includes receiving orders from
the customers, which happen through calls, the company website or the customer visiting the
offices. The customers talk to the reception officers who take down the orders and inform the
customers about the available packages. The customers select the best package and give
details about the date, location and time of the event. The company marks the order in the
master calendar and assigns a customer relations officer who keeps in touch with the
customer to inform about the progress. On the day of the event, the company arrives early
with the meals to avoid delays (Russell, 2014).
Business location
The business has headquarters located in Australia. However, the company policy requires
having other regional offices. Therefore, the business has offices located in most of the major
and small towns in Australia. The reason for many regional offices includes ensuring that the
customers easily access the services offered by the company (Olsen, 2018). Furthermore, the
regional offices increase the market share of the business.
The flow of information at Forte catering company
The company has adopted both upward and downward communications for the various
situations within the company. The company realises the importance of free flow of

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information within a business. Therefore, the communication systems allow the upward
movement of information from the employees to the managers (Rebecca, 2018). The upward
communication allows the employees to give suggestions, which have allowed the business
to succeed in the market.
On the other hand, the downward communication has allowed the management to
communicate with the employees and subordinates. The communication has allowed the
quick movement of information and operational guidelines (Smet, 2018). Additionally, the
business has managed to maintain proper authority within the business since the workers
have a clear knowledge of the expectations.
Moreover, the business allows the external flow of information to the customers and the
suppliers. The customers easily get information about the catering services offered with the
corresponding prices. Additionally, the customers have the ability to report problems or ask
for clarifications and get quick assistance (Dwivedi, 2017). On the other hand, the business
communicates with the suppliers to ensure the success of operations. The business informs
the suppliers of quality maintenance to ensure that the inputs match the expected output.
Forte catering company supply chain strategy
The catering business has adopted a lean and agile supply chain strategy. The strategy
enables the business to operate efficiently and meet the customer expectations. The lean
aspect allows the business to reduce wastage (Nevile, 2016). The agile aspect enables the
company to tailor the supply chain according to the market information. Therefore, Forte
Company has the ability to meet the customer needs effectively (Perks, 2017). Forte catering
company ensures that the customers receive the services using the least resources. For
example, the business has installed information systems that allow the customers to make
orders through the website. The website has currently reduced the number of regional offices

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opened up to deliver services to the customers. Therefore, the company reduces the expenses
incurred during service delivery.
On the other hand, the company executes the agile strategy by collecting information from
the market. The market information allows Forte company to tailor the supply chain
according to the customer tastes (Perks, 2017). For example, the business has understood the
customer demand for using information systems in the service supply chain. Therefore, Forte
Company has developed a website to communicate with the customers. The website allows
the customers to place orders and book the catering services for events.
Business quality aspects
The business has various quality dimensions to meet the customer expectations. The business
uses the SERVQUAL model to ensure the quality of the services delivered to the customers
(Smith, 2018). The company requires that each employee observe the five aspects of quality
stated by the SERVQUAL model. The model captures the consumer expectations and
perceptions along five quality aspects. Therefore, the company has the ability to meet the
customer expectations.
One of the quality aspects includes the reliability of the catering services, which involves
delivering catering services in a dependable and accurate manner. The business ensures that
the customers receive the services on time and at the required destination without fail.
Additionally, Forte Company prides in delivering services accurately according to the
customer expectations (Wagner, 2018).
The other aspect includes assurance of the services delivered to the customers. The assurance
aspect involves the employees delivering the services with courtesy and instilling confidence
to the customers (Christopher, 2018). Therefore, the company ensures that the employees get
the right training to enable proper conduct when offering services.

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Furthermore, the company focusses on the tangibility aspect of the services delivered to the
customers. The aspect involves the physical appearance of the equipment, facilities and
personnel involved in service delivery (Boag, 2018). Therefore, Forte catering company
ensures that the employees dress smartly during the events to appeal to the customers.
The other quality aspect of the services includes ensuring empathy during delivery. The
company ensures individualised care and attention to the customers. The business operations
allow the tailoring of the services delivered to each customer. Furthermore, the catering
business understands the customer tastes, preferences and expectations before agreeing to
offer the services. After identifying the customer needs, the business assigns qualified
employees who ensure that the customers get the catering services that match the demand
(Ishola, 2016).
The other quality aspect includes responsiveness, which refers to the company helping the
customers willingly and promptly. Forte catering company has set up response telephone
lines that the customers call and get quick services (Mark, 2018). The company has also set
up regional support staff who offer quick services to the customers. Therefore, the customers
can get catering services within a short time such as during impromptu events.
Alternative operation management aspects
Forte company should consider other operational aspects like the full introduction of
information systems. The information system will involve the use of social media and a
website to interact with the customers and the suppliers (Sahoo, 2018). The information
system operations send information about the quantity and quality of inputs to the suppliers.
The suppliers confirm the ability to supply the inputs through the website and the payments
happen electronically. Furthermore, the information system will allow the customers to place
orders automatically without having to physically visit the business premises (Sahoo, 2018).
On the other hand, the business will have the ability to collect data from the market and

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analyse the trends. The establishment of trends will enable the success of operations by
enabling the tailoring of services to meet the customer expectations. The business will also
reduce the human labour involved in the operations since most of the activities will happen
through the information system.
Another operation management system includes the adoption of production line approach that
involves the standardisation and automation of services (Gleeson, 2018). The automation and
standardisation of services will allow the business to reduce expenses incurred when
providing varied services. The catering company should come up with a service blueprint that
meets the needs of the various events. Therefore, the catering company will have the ability
to respond quickly to the customer needs.
Evaluation of the newly suggested aspects
The operational improvements will assist the business to reduce the expenses and wastage
incurred when fulfilling customer orders (Nigel, 2013). The information systems eliminate
the waste of movements and time when getting the necessary inputs for delivering services to
the customers. The elimination occurs through performing various tasks using the internet
such as placing orders, tracking of products and making payment. All the activities happen
automatically without the movement of employees.
Furthermore, the information system will successfully undertake the function of
disseminating information to the customers (Sahoo, 2018). The customers will learn more
about the company’s products through the social media pages and the website. Therefore, the
customers could place orders through the website because of the availability of information
about the services. Moreover, the customers will have the ability to get clarifications about
disturbing or confusing issues through the website and social media.
On the other hand, the production line operating system will enable the business to quickly
respond to the customer needs. The quick response is enabled by the availability of a

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readymade service that suits the type of event held by a customer (Christopher, 2018). The
business will have ready employees and equipment in place to attend the customer events and
offer the necessary services. Additionally, the employees will perform many events using the
same organisation thus increasing the experience. The experience will allow company
employees to make improvements to the services and offer high quality to the customers.
Furthermore, the continued holding of events in a similar manner will allow the elimination
of errors that occur during service delivery. The customers will thus enjoy satisfactory
services due to the perfection achieved through many times of delivery.
The adoption of the production line method and information system will increase the
revenues earned by the company. The revenue increase will come from the reduction of
expenses that arise from wastage eliminated by the use of information systems (Boag, 2018).
Moreover, the business will fulfil the customer needs in an efficient manner without incurring
many expenses. Likewise, the business will deliver more services to the customers thus
increasing the sales revenues made during the financial years. Therefore, the business will
make more profits due to the increased sales revenues against the reduced operating
expenses.
Further evaluation of the new operations indicate that Forte catering company will have a
wider market share. The increase will arise from the ability of the company to deliver high-
quality services that meet the customer expectations (Ishola, 2016). The customers will prefer
to get the services from the company due to the use of technology that makes booking and
communication simple. Therefore, the business will serve more customers due to the
increased efficiency in the service delivery. The increased market share will reduce the
Forte’s marketing expenses (Dwivedi, 2017).
Conclusion

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Forte catering company has the potential to become a world class company by offering high-
quality services. The company should develop new methods of delivering services to become
a trendsetter in the market. Furthermore, the company could reduce the expenses incurred in
service delivery by embracing technology. The technology could help in the elimination of
human capital involved in various activities such as receiving customer orders. Therefore,
Forte Company should strive to become the leader in the catering industry.

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