Operation Management: A Case Study of Riniaco Consultancy Pvt Ltd and Amazon.com Inc.

This assignment delves into the intricacies of operations management, examining the roles of leaders and managers in two distinct organizations: Riniaco Consultancy Pvt Ltd and Amazon.com Inc. The study explores the key approaches to operations management, highlighting the importance of leadership models like situational and contingency leadership in achieving organizational goals. It also analyzes the impact of various factors within the business environment on Amazon's operations, emphasizing the crucial role of effective decision-making by leaders and managers.

Operation Management
Name of the Student:
Student ID:
Name of the University:
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Table of Content
s
Task 1: Case Problem......................................................................................................................3
Introduction ………………………………………………………………………………………3
a)Definitions of Leaders and a manager ………………………………………………………….3
b) Comparisons of the roles and characteristics of leaders and managers giving examples within
your
organization…………………………………………………………………………………………
.5
c) Explanation of how the following apply in different situations using example………………..8
I.The roles of leader……………………………………………………………………….8
II.The function of manager within the organization of Riniaco Consultancy Pvt Ltd……8
d) Explanation of how a manager you identified carry out his/ her functions giving examples
……………………………………………………………………………………………………..9
e) Application of at least 2 leadership models (which could include situational leadership,
systems leadership and contingency leadership) to explain how they are applied in the
organization by any manager ……………………………………………………………………10
2

Conclusion……………………………………………………………………………………….12
Task 2: Amazon Case study..........................................................................................................12
Introduction....................................................................................................................................13
a) Explain the key approach to operations management...............................................................16
b) Explain the role of Amazon leaders and managers with regards to its operations management
......................................................................................................................................................17
c) Explain the importance and value of operations management in achieving Amazons business
objectives………………………………………………………………………………………...18
d) Assess the factors within the business environment that impact upon Amazons……………….
Conclusion.....................................................................................................................................19
Reference………………………………………………………………………………………...20
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TASK 1: Case Problem
Introduction:
This assignment is based on the operation management of one organization. Researcher in this
assignment has chosen Riniaco Consultancy Pvt Ltd. Riniaco Company is the large city based
organization and wants to prepare its staff for future leadership and management role. The main
task of this section is based on the sub task and highlighted some main issue, importance, role,
characteristics, model theory of leader and management.
a. Definitions of a leader and manager
The initial thing that should have known all staffs what the actual definition of leader and
manager. What is the actual definition of leadership and management? If one person wants to
grow in professional life then he has to pass through three skills. Person has to develop technical
skill if he / she want little growth in career. If person wants little more growth in career then
he/she has to develop managerial skill but if person wants unlimited growth in career then he/she
has to develop people skill. High level of organization utilizes 90% attitude and 10% technical
skill and lower level organization utilizes 10% attitude and 90% technical skill (Certo, 2018). If
people want to move the position from managerial position to leadership position then he/she
needs to develop people skill. Now the 2nd question is what the people skill is. Researcher, in
this case defines two terms that is personal power and positional power to make understand the
term people skill. For example, Netaji Subhash Chandra Bose had personal power where, some
political leader in present state has positional power. Therefore, it can say that leadership is not
by positional power, it is by personal power. Leadership is not by instruction it is by inspiration.
Follower only follows the leader.
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Figure 1: Manager and Leader
[Source: Certo, 2018]
On the other hand, manager only controls, coordinate, command, plan the process and take care
all the process are doing organized or systematic way or not. A leader should develop the
personal effectiveness before the interpersonal effectiveness (Goleman, 2017). When the
person’s personal effectiveness is good then interpersonal effectiveness will be better
automatically. In this organization many issues or problems are happening so as a leader it is
required to behave based on the what the person feel what has happened to his or herself not to
focus on the what has happened to his or herself. If the person focus on what has happened to
him or her then it creates negative cycle reciprocation then it turns to the negative lead to the
people. Therefore, it can say that manger only manage some task, which has been assignment to
him or her to achieve the goal of the organization by playing some key role. Whereas leaders
inspires, motivates, align people and lead the direction.
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The Basic Function of Manger
 Problem solve and controlling
 Staffs and organizes
 Budget and plans
The Basic Function of Leader
 Lead the direction
 Align people
 Inspires, motivates
b. Comparisons of the roles and characteristics of leaders and managers giving
examples within your organization
Researcher in this section, compares the roles and characteristics of leaders and managers of
Riniaco Consultancy Pvt Ltd. Before starting Comparisons between them, it is required to draw
the outline of similarities between them and inter changeability of the principles.
Similarities between the roles and characteristics of leaders and managers
 Leaders and managers both surround with people and they both necessary to work
with people.
 Leaders and managers both creates organizational foundation and structure of
organizational function (Goleman, 2017)
 Leaders and managers both make an impact on the work environment and
structure
 Leaders and managers both are concerned of the objective of organizational goal
 Leaders and managers both are concerned to allocate the organizational available
resources and ensure that the resources utilized efficiently and effectively.
The most important comparisons of the roles and characteristics of leaders and managers of
Riniaco Consultancy Pvt Ltd-
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Process Roles and characteristics
of leaders
Roles and characteristics
of managers
Set the vision  Set and lead the
direction and
expand the vision
 Develop the plans of
organization
strategy and reach
the vision
 Shows very intense
attitude on the
organizational goal
and vision
 Set the
organizational
budget and plan
 Develops steps of
process and
establish the
timelines
 Shows impersonal
attitude on the
organizational goal
and vision
Development of employee
and organizational network
 Align people and
organization
 Communicates with
the direction,
mission and vision
 Influence or make
an impact on the
creation of
partnership, teams,
and coalitions who
will realize the value
of vision and accept
the organizational
vision
 Shows high
emotions
 Staffs and
organizes
 Maintain the
organizational
structure
 Delegate
organizational
authority
 Delegates
organizational
responsibility
 Implement the
organizational
vision
 Set the
organizational
authentic procedure
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 Increase the choice
of employee
and policy execute
the vision
practically
 Shows little
emotion
 Limits the choices
of employee
Execute the vision  Inspire and
motivates staffs or
employee of
organization
 Encourage and
enthusiasms the
staffs to deal the
barriers successfully
to change
 Satisfies the basic
needs of human
 Takes and initiatives
to handle the
approach of high
risk to solve the
problem
 Controls and mange
the organizational
procedure and
policy
 Identifies the
organizational
problem and solve
the problem
 Monitor the
outcome
 Takes and
initiatives to handle
the approach of low
risk to solve the
problem
Result of vision  Promotes dramatic
and useful changes
to develop the
relationship of
employee or labor
and produce new
products
 Produce expected
outcome
consistently to
other stakeholders
and leadership
 Manage vision
predictability
8

Table 1: Difference between roles and characteristics of leaders and managers of Riniaco
Consultancy Pvt Ltd
[Source: Created by Author]
c. Explanation of how the following apply in different situations using example
This section is provided the role of leader and function of manager within the organization of
Riniaco Consultancy Pvt Ltd in different situations. Riniaco Consultancy is basically customer
specific business organization. The objective of this organization is to delivery good quality
product and service to customer within time. This organization’s main goal is to retain the
existing customer and attract the new customer. Therefore, to progress the business new level
leaders as well manager has to take important responsibilities.
I. The role of leader
Maxwell, (2018) commented that the style of leadership should vary based on the situation or
task. According to the market survey, it is stated that this organization required skilled employee
at entire level to keep the position number one in this competitive market and leaders are the best
inspiration in this case. Researcher, in this highlights some examples-
Example:
When the concept of “Business blogging” is newly introduced in market, then Riniaco
Consultancy encourage their 210,000 staffs to initiate the company blogs. The leaders of this
organization take initiative to draft the blogging policy in corporate world to energize and
motivate staffs. As a result, this organization is now one of the most trusted and loyal technology
blogs and produces a lot of page review. Leaders are always prefer to the situation based
leadership model to handle the situation.
II. The function of manager within the organization of Riniaco Consultancy Pvt
Ltd
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The managers of Riniaco Consultancy Pvt Ltd also plays vital role to achieve the organizational
goal. In past decades, this organization suffers different challenges and issue. Researcher, in thin
section highlights one example to make understand the importance of manager role and
responsibility in this organization.
Example:
Recently update in news that this company recollect 1.2mn vehicles for defective brake system.
Outrage came across the public through media. This can be tarnishing the brand image of this
company. However, applying little strategy of manager handles the situation better (Maxwell,
2018). Manger handles this situation by open interview in front of press conference and discuss
about the matter. Transparency management helps to control the situation. They gave answer of
more than thousand question of media and collected question of public. Meeting with employee
and open interview with press handle the situation better.
d. Explanation of how a manager you identified carry out his/ her functions giving
examples
According to the primary research, researcher highlights four major managerial role of Riniaco
Consultancy Pvt Ltd. Planning
According to the market survey, and discuss with higher authority of managerial department of
Riniaco Consultancy Pvt Ltd, researcher stated that entire activity of this organization is pre-
planned. The higher authority manager of Riniaco has commented that entire activity of
management involves the planning process before structuring as well as introducing new product
and service in this market. It is observed that high level of Riniaco management is engaged to
improve the strategic planning. Operational planning as well as tactical planning are take care by
the departmental manager and management of mid-level in this organization. (Maxwell, J.C.,
2018) commented that a good managerial department of organization always follow a proper
planning hierarchy. Organizing
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Organizing is the most vital function of Riniaco Consultancy Pvt Ltd. In this company, the
function of organizing is connecting with the fund, human resource and raw materials of
managerial department. The management of HR has been focusing promotional activity so that
retention of employees is high. The managerial department of this organization always discuss
openly to their staffs about the job description, requirement, job role of each employee and
targets so that, plan of work process can be executed effectively and efficiently to meet the goal
of this organization. Leading
In this organization, management department also plays leadership role to motivate and
encourage employee. High level of management has been adopting the theory of situation
leadership so that they can handle the situation better (Carsten et al, 2017). Based on the
situation, management also adopted democratic and participative style of leading activity. Controlling
After discussion with the higher authority of this organization, researcher understands the
controlling system of this organization is very powerful. Organization set a desirable benchmark
for organization staffs in order to maintain the organizational performance.
e. Application of at least 2 leadership models (which could include situational
leadership, systems leadership and contingency leadership) to explain how they are
applied in the organization by any manager
After analyzing the market and discussion with higher authority of Riniaco Consultancy Pvt Ltd,
researcher concluded that this organization prefers to follow the situational leadership and
contingency leadership model.
Application of situational leadership model
Mr. Chakraborty is a senior manager of Riniaco. Under his control, total number of departmental
manager is 18 and staffs near about 250. Mr. Chakraborty always prefers democratic
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management style. He always motivate their staffs to think creative way and give opportunity to
departmental manager for taking necessary operational decision. He always consults with his or
her team and gives opportunity to everyone for participating the meeting. During the program of
huge stock reduction, he encourages its employee for developing creativity and also motivate the
departmental managers to participate in plan and idea development. As a senior manager, he
faces many challenges and tough situation. Sometime he utilizes dictatorial style when any
accident or any serious things happened in the store.
Figure 2: Situational leadership theory
[Source: Carsten et al, 2017]
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Application of contingency leadership model
In this case, management of this organization always takes suitable action depends on the
priority based current situation. According to the theory of Contingency stated, “there is no
single best way of organizing business” (Carsten et al, 2017). Based on the current situation and
varying the characteristics of environment, leader of this organization prefers to take the action.
The action of Contingency theory is depends on the internal as well as external factor.
Figure 3: Contingency leadership theory
[Source: Chambers et al, 2017]
Conclusion:
Researcher in this 1st task defines the role and function of leader and manager. Beautifully figure
out the difference, and similarity between manager and leader. Each section of this task is
carrying own importance.
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TASK 2: Amazon Case Study
Introduction:
This section is the concept of operational management of Amazon.com Inc. The success of e-
commerce of this company depends on the high efficiency achieved in its operation management
which directly determines the productivity. According to the statement, it is noticeable that the
strategic decision of its operation management has become increasingly complex. Therefore,
researcher, in this task explain some key approach, role of Amazon leaders and managers with
regards to its operations management, importance and value of operations management in
achieving Amazons business objectives and also analyze the different factors within the business
environment that impact upon Amazons.
a. Explain the key approach to operations management
In this section, researcher highlights the five key approaches to operations management.
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Figure 4: key approaches to operation management
[Figure: Chambers et al, 2017]
I. Top-down approach
In top-down approach, the implementation team of business organization set some goals and plan
then communicate with the middle manager of organization. The middle manager then
implement the strategy of operation through rank-and-file staffs.
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Figure 5: Top- down approach
[Source: Created by author]
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Strategic Planning
 Capacity planning, facility
location, Long-range
Tactical Planning
 Facility layout, acquisition
of resources
Operational planning and control
 Scheduling work-force and
machinery
Executive team
Middle manager
Rank-and-file employees

Figure 6: Top- down approach flow
[Source: Created by author]
The basic advantages of this approach are to maintain the series of command, which delivers the
direction and stability in workplace. When the organization has knowledgeable, skilled and
experience executives then this top-down approach helps to save the money and time and helps
to take decision-making activity with efficient and effective manner.
II. Bottom-up approach
This approach is completely contrasted with the top-level approach. In this approach, the
advantages have taken from the skilled and knowledgeable person of rank-and-file staffs then
motivated them to participate and contribute plan and idea to middle manager of this
organization and at last pass the plan and concept to the team of executive.
Figure 7: Bottom-down approach flow
[Source: Created by author]
III. Market requirement approach
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Rank-and-file employees
Middle manager
Executive team

Every organization should progress strategic approach based on the requirement of market
requirement. If one organization has long-term goal to achieve business objective then they have
to understand the market requirement. For this approach, it is required to analysis the market
environment. It is required to understand what the preference of people is, what is the market and
customer demand. If organization understand it better, then it will be helpful to fulfill the
organization objective.
IV. Resource capability approach
(Farooq et al, 2017) defined the capability approach by its option of draw the attention of moral
significance of capability of individual. In business organization, resource capability is one of the
major factors. Capability can define the power and depth of organizational value.
Figure 8: Resource capability approach
[Source: Farooq et al, 2017]
V. Value creation
One of major challenges that most of time manager has faced is how to enhance the product
value. Develop the product performance is one of the most important key for business
organization. Only value added product can attract one customer toward business organization
and can draw the positive brand image in competitive market (Shin et al, 2017). Therefore, value
creation in product or service one of the most important key approaches in operation
management.
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b. Explain the role of Amazon leaders and managers with regards to its operations
management
According to the market research and discuss with the higher authority of Amazon company,
researcher highlights the role and key responsibilities of Amazon leaders and managers with
regards to its operations management.
Role and key responsibilities of Amazon leaders
 Develop and lead the associates of Amazon team
 Open communicate with Amazon associates and work as a source of primary
information for the team member
 Always maintain consistency and compliance and also take corrective decision and
important decision whenever required (Schwartz, 2017)
 To achieve the customer satisfaction Amazon leaders always develop performance
objective and goal
 Another job role of Amazon leaders is safety measurement. Support OSHA
compliance and all safety requirement program for all Amazon associates and also
ensure that working environment is also safety or not (Shin et al, 2017)
 Ensure entire organizational procedure are followed or not
 Encourage the associates of Amazon team
 Encourage and enthusiasms the staffs to deal the barriers successfully to change
Role and key responsibilities of Amazon manager
 Manage the associates of Amazon team
 Ensure high volume and high quality productivity
 Play very important role to build the depth of management by providing
mentorship and guidance to all the associates of Amazon team
 Develop associates of Amazon and its skill to expand the capabilities of team and
also give opportunity the Amazon team for future growth (Schwartz, 2017)
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 Manage and implement for defining product and service quality and metrics on the
capability of handling performance measurement, volume measurement, and
decision-making quality
 Analyze the root cause issue or defects and take necessary action to solve the
matter
c. Explain the importance and value of operations management in achieving
Amazons business objectives
Operation management of any organization is involves to the process of organizing, planning,
controlling, supervising, managing the entire manufacturing process and production process.
Operation management take care the entire business operation from the collection of raw
material to distribute the product to customer within time. The importance of operations
management in Amazons Company is very high because it can influence the profitability of this
organization. No business organization achieves success without the management of operation
(Schwartz, 2017). In Amazons, operation management utilizes internal and external resources to
develop productivity and service, which helps to fulfill the market as well as customer demand
and requirement. The operation management of Amazons Company helps to deal with the
appropriate service and product to develop the organizational performance by maintaining the
quality, cost, speed and flexibility of Amazon’s product and service. The operation management
of Amazons Company helps to keep the strong relationship between supplier and customer.
Quick delivery service with good product helps to maintain the positive brand image in
completive market. The entire function or operational activity of Amazons Company handles by
the operation management.
d. Assess the factors within the business environment that impact upon Amazons:
In this section researcher defines the various factor within the business environment that impact
upon Amazons.
I. Operational management
Researcher in this section describes the five different factors that affecting the operation
management of Amazons Company.
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 Global Competition: Already many organization of same profile with Amazons
Company grab the market. As a result, increasing competition affect the
operation management of this company.
 Quality, cost challenge and customer service: In competitive market, these three
are most important factors to retain the existing customer and attract the new
customer. Same product with less cost of other organization is the big challenge
of this company (Zhang and Hu, 2017)
 Computer and various advanced production and development technology:
Different service sector including Amazons Company is greatly influenced by
the IoT industry, and advanced digital technology. Many pros and cons has
included this advanced technology that make an impact of operation
management of this company.
 Growth of different service sector: Already many service sectors of same profile
with Amazons Company grab the market. As a result, increasing competition
affect the operation management of this company (Zhang and Hu, 2017)
 Issues and problems of social responsibilities: Social factors has greatly
influence the operation management of this organization.
II. Decision-making by its leader and manager
Researcher in this section highlights the factors that affect the Decision-making by its leader and
managers. Basically external and internal factors that influence the Decision-making by its leader
and manager.
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Figure 9: factors that affect the Decision-making
[Source: Farooq et al, 2017]
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Factors
External
Environment
Internal
Environment
General Task
Economic
Technologica
l
Socio-culture
Political-legal
International
Competitors
Customer
Supplier
Regulator
Strategic Partner
Owners
Board Of
Director
Employees
Culture

Figure 10: factors that affect the Decision-making
[Source: Created By Author]
Conclusion:
Researcher in this 2nd task defines the key approaches to the operation management of Amazon.
Researcher also has drawn the attention of the role and function of Amazon leader and manager
to its operation management. Beautifully figure out the impact of operation management and
leaders as well as managerial decision-making policy within organization. Each section of this
task is carrying own importance.
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