BSM311 Operations Management: CDS Case Study Analysis and Report

This report provides a detailed analysis of the operations management practices of Concept Design Services (CDS). It begins with an introduction to CDS, highlighting its transformation from a manufacturing firm to a customer-focused service provider. The report evaluates CDS's operations, emphasizing its competitiveness in the market and the relevance of operations management within the company. It identifies and assesses the strengths and weaknesses of CDS's key operational performance objectives, drawing implications for the company's strategy. The analysis includes an examination of CDS's initiatives in design, delivery, and development, alongside an evaluation of how CDS can adapt to future changes. Finally, the report provides recommendations for CDS to improve its operations, drawing on benchmarks against competitors and concludes with a summary of findings. The report is based on a case study provided for a BSM311 Operations Management course at Robert Gordon University.

Running head: OPERATION MANAGEMENT
OPERATION MANAGEMENT
(Concept Design Services)
Name of the Student
Name of the University
Author Note:

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Table of Contents
Introduction..........................................................................................................................2
Evaluation of CDS Operation..........................................................................................3
CDS operation management for competitiveness............................................................4
Strength of key operation performance activities of CDS...............................................5
Weakness of key operation performance activities of CDS............................................6
CDS initiatives in terms of design, delivery, development and influence.......................7
Changes in CDS operation...............................................................................................7
CDS can adapt for future changes...................................................................................8
CDS benchmark against competitors...............................................................................9
Recommendation for CDS in order to improve its Operation.......................................10
Conclusion.........................................................................................................................11
References..........................................................................................................................12

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Introduction
The following report deals with CDS (concept design services) that has completely
transformed its outlook, resources and products. Starting from the inward-looking manufacturing
firm, the organization has become an integrated service provider. Starting from large commodity
supplier, the organization has become customer-focused for an integrated service provider. CDS
stand out to be as best plastic household product in terms of profit in the whole European market
(Bazmohammadi et al. 2018). In the year 1960, the focus plastic emphasizes on growth that has
initially come from manufacturers of some complex injected plastic module. The acquisition of
the firm by a large number of a consumer product has completely changed its range inclusive of
household items. It comprises of certain products like pedal bin, bucket, dustpans and other
things. It is sold under the brand name through the wholesale distribution along with an increase
in do-it-yourself (DIY) known as sheds. By the year 2000, the overall home-ware business has
grown to 80% of the turnover value. It is expected that it has doubled in the last 10 years. In
addition, the purchase of large injection moulding machine has been done so that it can cope up
with the growing volume of products (Jardim-Goncalves, Grilo and Popplewell 2016). All the
machine which are provided by economies of scale aim to scale the organization in an aggressive
market where the barrier to entry stand out to be much low. The organization aims to a range of
products which is limited as a result of the high cost.
In the coming pages of report, an evaluation has been done with respect to CDS
operation. A proper recommendation has been provided with respect to operation management of
CDS. In addition, certain ways have been discussed how the management activities are right for

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its competitiveness. Identification and Evaluation of strength and weakness has been done with
respect to key operation.
Evaluation of CDS Operation
CDS started like an inward-looking manufacturing organization, and after that, it has
moved to customer-focused and integrated service provider organization. The firm was
considered to be as one of the profitable plastic household product. By the year 2008, the
organization comes up with 200 units for home-ware stock-keeping (Burnes and Towers 2016).
The firm has developed proper supply source of products of high-quality. After that, the point is
needed for withdrawing from some of the complex and cylindrical moulding markets. This was
done for developing much profitable household business products (Jardim-Goncalves, Grilo and
Popplewell 2016). The organization has come to the point that industrial market are becoming
much difficult and less profit. In case of white goods and automotive market, the size of order is
getting much smaller. The firm is losing some of the large contracts when the production
completely moves abroad. Some of the industrial customers are very hard to do the business with
this(Keahey, Riteau and Timkovich 2017). They are completely making changes in the schedule,
and in addition, they stand out to be hard for assuring long term business. The point can be
concluded that industrial business does not completely fit and becomes very difficult for
planning and controlling different household products.
Operation Management can be defined as a process which requires a list of the step of
planning, organizing, managing, controlling and supervising the production and its
manufacturing process. The main aspect of operation manager for ensuring timely delivery of
products (Huang et al. 2018). This merely focuses on turning down the raw materials into the
finished products. In CDS, operation management can play a major role for running project in a

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successful way. Operation Management stands out to be vital for improving overall productivity.
The ratio of input to output stands out to be an important term for productivity.
CDS operation management for competitiveness
Operation management is found in most of the operation along with manufacturing and
service domain. The operation aims to provide a complete value which can be used like a
competitive weapon in the organization strategy (Anvari-Moghaddam et al. 2016). It merely
plays a key role in implementing a particular strategy. The operation level aims to provide the
right quality of product which is required for manufactured or service provider. In most cases, it
is responsible for the major part of the capital assets and organization human. So, as a result, it is
the product cost which is faced within the operation (Shi, Xu and Du 2019). The cost completely
affects the price which needs to be charged so that the profit margin can be achieved easily.
It is the ability of the operation function to carry out different aspects which determines
the ability of a firm to have the required products. CDS faces huge amount of foreign
competition and technological development (Sohn et al. 2019). There has been competed for not
only new products but creative marketing and finance. It was also aimed to address the unique
competencies found in the operation. The organization aim to offer some superior products and
services at a much lower price. The point should be noted that operation function aims to have
much impact on quality, cost and availability of firm.
Operation strategy in CDS clearly highlights how the operation can have overall goals of
the organization. This merely lies within the framework of the corporate strategy. Operational
strategies are in much more detail in comparison to corporate strategy (Shayeghi and Shahryari
2017). It helps each and every level of management for doing its best so that it can achieve the

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mission of firm. The most suitable way for analyzing the strategy of organization is all about
observing it. Strategic planning is merely built on few concepts of strategy.
Strength of key operation performance activities of CDS
In the year 2002, the first range of items for kitchen was launched with brand name
“concept”. In the span of just one year, there are more than 3000 retail outlets that were signed
up. Each of this aim to provide display sale facility along with high-quality brochures. In
comparison to the success of the concept, a clear understanding is provided regarding focus
products which become effective commodities (Ren and Li 2019). Supply service aims to
provide basic support which is needed for customer focus required for ordering processing and
planning of production. Sales activity is very much confined for annual bidding of large
contracts.
All the manufacturing of CDS is done on the modern facility, leased located around
20km away from head office. The area of factor receives the holding for required raw materials,
and the moulding area is inclusive of 24 large injections. The latest kind of robot devices need to
remove all the finished product from the provided machine. It is all about placing the conveyor
to leading of parking areas (Sboui et al. 2016). Standardizations in CDS has helped in carrying
out range of spare product needed for machine. Maintenance staff becomes very much skilled in
carrying the required type of machine.
Supply service department stand out to be as the heart of the organization customer
service. The mere purpose was all about integrating the effort related to design, sales and its
manufacturing. There are mainly two function where first one is all about schedule and
production for meeting the availability of inventory (Kumrai et al. 2018). The second aspect is

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distribution of product right from the warehouse to customer. Supply services have become very
much vital aspect of the firm. It is completely maintained for own medium and much small
distribution of vehicle in the UK market. There are international parcel carriers which is needed
for continental European market.
Weakness of key operation performance activities of CDS
Some of the weakness can be any resource which is lacked by CDS. These aspect needs
to be taken into account for overall success. Weakness in the key operation of the firm focus on
the ability to reach its potential (Li et al. 2019). Organization focus on analyzing the weakness
which is an important aspect of strategic planning process. SWOT analysis is very much helpful
in understanding some weakness which is natural.
Identification of Financial Weakness: High cost of business and limited flow cash
which are considered to be common financial weaknesses. CDS need to have certain expensive
equipment, materials and facilities for operation (Koptev 2017). If CDS is unable to generate
enough amount of monthly cash inflow, then profit making stand out to be major uphill climb.
Highlighting Quality Concern: Organization like CDS struggle with the weakness of
product quality. This is more specific when organization wants to build high quality products.
Some of the outdate technology stand out to be major issue for quality (Bertino et al. 2017). The
point should be noted that obsolete that innovation and developing products stand out to be
important aspect for competitors.
Exposure of Product Inefficiencies: At the time of manufacturing or reselling of goods,
product efficiency stand out to be very much important. A manufacturer like CDS focus on
efficient production needed for optimization of profit regarding selling of goods (Jin et al. 2018).

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The weakness regarding the low productivity can be enhanced by making use of efficient
equipment and production process (Jardim-Goncalves, Grilo and Popplewell 2016). Motivated
employees can make all the required difference where the under-motivated require certain
number of changes in the organization culture.
Poor Brand Image: The brand image of CDS is considered to be weak in the target
market of Europe. Proper generation of sales stand out to be very much tough. Poor brand image
of CDS can easily result in poor product or even bad kind of customer service (Daniel et al.
2017). It can even result in lack of marketing budget or strategies for promotion.
CDS initiatives in terms of design, delivery, development and influence
In the year 2010, concept office has been introduced which focus on successful entry into
the present market. It requires the employment of new marketing ideas along with development
of concept household ranges. The office is planning to bring filling trays, boxes for storage and
range of desk item in innovative style (Gras et al. 2019). User are completely encouraged to
make changes in the colour in each and every season for providing drab and office plans.
Concept is coming up with the some branded products along with equipment’s contractor and
retailers. Alliance with most of the Italian and German design is found to be significant with the
current development in CDS (Liu et al. 2018). The firm is a position for complete service
partners for designers. The abilities provide an equal option for integrating into the industry
activities.
Changes in CDS operation
CDS is coming up with some fundamental changes in the way in which is done in the
present industry. CDS is able to keep itself as a major organization which completely satisfies

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the need of the organization by providing good service to different retailers. New partnership
arrangement completely puts CDS in business to business sector (Qin et al. 2019). Few years
back, design house collaborated with some of design house which are based in Europe. One of
the most successful among this is Italian designer (Jardim-Goncalves, Grilo and Popplewell
2016). The organization come up with current design expertise which stand out to be bit
attractive for design-house partners. CDS employ some of the professional designer but in
addition, they require reputation for changing the difficult technical design into manufacturable
one (Rees 2016). The design partners which were involved often leads to a long time but
produces product along with high margin.
This kind of joint ventures aims to have a key aspect in strengthening the base of the
organization. The design expertise helps us in gaining entry to partnership which is needed for
marketing, manufacturing and its distribution (Singh and Sharif 2019). The firm has gained
complete access to some ideas and market research. The rights can be used by most of the
leading designer’s under their brand name (Jardim-Goncalves, Grilo and Popplewell 2016). On
contrary, they will have payment in terms of royalty and its access to some capabilities.
CDS can adapt to future changes
In late 2010, concept office has been introduced which received a successful entry into
the market. It requires the employment of marketing ideas with is developed with the concept of
household ranges (Suresh and Rao 2017). CDS has collaborated with the established
organization that requires having responsible for category of plastic home ware needed in large
market. CDS can easily adapt to the following changes by addressing the list of point like

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Accepting New Technology: CDS needs to embrace certain technological changes and
learn for ways so that it can benefit the individual (Zhen et al. 2017). Some of the firms are
afraid to try new technology considering the fear of looking in a foolish way.
Learning to Live with Ambiguity and Uncertainty: Most of the people does not like
ambiguity or any kind of uncertainty which stand out to be a major source of anxiety. There are
certain facts regarding the fast-changing world (Anvari-Moghaddam et al. 2016). Learning new
ways of improving and adapting to the various unexpected situation will provide important
knowledge for organization development.
CDS benchmark against competitors
Benchmarking can be defined as the process by which a firm can easily analyze its
product, services and practices against most of its competitors (Jardim-Goncalves, Grilo and
Popplewell 2016). The organization can easily recognize being a leader in the industry.
Benchmarking stands out to be as one of the best tool used by the manager for analyzing where
organization is performing some particular function and activities in a proper way (Burnes and
Towers 2016). The main concept behind benchmarking is all about measuring the internal
process in comparison to some external standard. It stand out to be as the best way for a firm in
order to carry out activities and functions.
Benchmarking helps the manager for analyzing the best practice along with giving
priority to the opportunity for overall development. It merely enhances the overall performance
with respect to expectation of customer (Bertino et al. 2017). It also help the manager is having a
much better understanding of accurate and most suitable way of carrying out the activity.

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Benchmarking has been already used in most of the firm as the best tool for having a competitive
advantage.
CDS can make use of benchmarking from various sources which are inclusive of
materials, trade meetings along with a conversation with some industry experts. In addition, it
focuses on a consultant, marketing representative and customers (Jardim-Goncalves, Grilo and
Popplewell 2016). Development of internet technology has completely facilitated the process of
benchmarking. Internet aims to provide a number of database like power MARQ from American
productivity. The Internet also provides the option of conducting some internet-based survey for
having bench-mark data (Bazmohammadi et al. 2018). In case, organization benchmark is
completely based on different resources and a number of alternative resources.
Recommendation for CDS in order to improve its Operation
Organizational effectiveness is all about improving the efficiency of the operation of the
firm. The organization needs to focus on certain number of things regarding quality services.
CDS can improve its operation by considering a list of points like
Using Human Resource: Human resource department of CDS aims to play a key role in
improving the operation. Human resource aims to provide complete assistance with respect to
organization operation by designing new strategies for business. Human resource in any firm
plays a key role in hiring new employees and also it impact the organizational goals. They play a
key role in analyzing the right professional for new position in the firm.
Focusing on Growth and Education: Organizational effectiveness is all proper measure
regarding the work with various individuals. Leader must have complete understanding
regarding the strength and weakness of various professionals prior to making any plan. This will

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merely improve the overall effectiveness of the firm. Prior to making any changes in the firm,
there is need for considering education of professional in most of the areas. There is need for
encouraging professionals so that they can work completely towards a specific goal based on
required skill, knowledge and background.
Considering customer on mind: Organizational effectiveness will only improve at the
time of evaluation of need and interest of the different customer. Quality management stands out
to be an important aspect for improving the overall efficiency of organization. CDS can make
use of social media pages and other online tools in order to have feedback from customers. There
is need for allocating space which can easily highlight weakness from the firm by putting
questions on social media platform.
Conclusion
The above pages help in concluding that the report is all about concept design services.
The organization started as inward-looking and now has becoming a customer-focused service
provider. The market director of CDS joined the firm in the year 2000 previously worked as
senior marketing for the large retail supply chain of wallpaper and retailer. Proper experience in
decorative product industry has provided an idea reading fashion. Some of the premium colour
and text can become much popular in the span of one or two years. In comparison to the idea of
the concept, the point can be concluded that focus product tends to become much more effective
commodities. It has resulted in the growing competition which has removed the overall market
price. Supply service aims to provide a basic support needed for focusing customer with respect
to order processing and production planning. It is merely seen for some of the design houses.
Here the design house comes up with the ability for offering a list of service. It can easily