Business Process Management Case Study: Smart Shirt Pty Ltd Analysis

This report presents a comprehensive case study analysis of Smart Shirt Pty Ltd, focusing on the application of Business Process Management (BPM) principles to improve their operational efficiency and customer satisfaction. The report begins with an executive summary outlining the scope and objectives, followed by an introduction to BPM and its strategic benefits. A detailed problem analysis identifies inefficiencies in the company's current processes, including issues with order fulfillment, incorrect deliveries, and customer complaints. The 'As-Is' process is documented, highlighting process flow problems, input/output issues, and control deficiencies. A proposed solution, including a 'To-Be' process model and organizational structure, is presented to address these challenges, with considerations for redesign and implementation. The report concludes with recommendations for Smart Shirt Pty Ltd to adopt a BPM approach, automate key processes, and enhance their overall business performance. The analysis uses BPM concepts to provide a framework for improving business processes and achieving sustainable competitive advantages. The report is intended to provide clear advice and recommendations for business owners looking to improve their business processes, and it includes a description of the current business processes and why they should be redesigned.

Running head: BUSINESS PROCESS MANAGEMENT
MPM701 – Business Process Management
Trimester 2, 2018
Name of the Student:
Name of the University:
Author Note

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Executive Summary:
The following report is regarding a case study of Smart Shirt Pty Ltd. It discusses regarding
the usage of concepts of BPM in order to make their business process of the organization
innovative. As a result, the analysis of the case study has been carried out and its outcomes
have been mentioned in the report. As-IS model is used for analyzing this case study. A
model named To-Be is provided that would help the company to develop their solutions. This
proposal is given for improving the operations of the company; it would also help in
developing unique methods for carrying out the planned business procedures in the company.

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Table of Contents
BPM and Strategy......................................................................................................................5
Justification for the BPM Approach......................................................................................5
Introduction to the Business Process Management................................................................5
Benefits of the Business Process management......................................................................6
Benefits in Business Strategies:.........................................................................................6
Benefits in Positioning:......................................................................................................6
Benefits in Structure:..........................................................................................................6
Value Proposition:..............................................................................................................7
Meaning of value chains and using BPM..............................................................................7
Strategy..................................................................................................................................7
Problem Analysis.......................................................................................................................8
Problem Identification............................................................................................................8
Problem 1: Messy Trays.....................................................................................................8
Causes:...............................................................................................................................8
Problem:.............................................................................................................................8
Consequences:....................................................................................................................8
Problem 2: Incorrect Delivery............................................................................................8
Causes:...............................................................................................................................8
Problem:.............................................................................................................................9
Consequences:....................................................................................................................9
Problem 3: Complains from customers..............................................................................9

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Causes:...............................................................................................................................9
Problem:.............................................................................................................................9
Consequences:....................................................................................................................9
As Is Process........................................................................................................................10
Process Flow Problems....................................................................................................11
Input/output Problems......................................................................................................11
Problems with controls and enablers................................................................................11
Project scoping diagram...................................................................................................11
Proposed Solution....................................................................................................................11
Business process architecture advice...................................................................................11
To Be Process.......................................................................................................................12
Description.......................................................................................................................12
To Be Process Diagram....................................................................................................13
Organizational Structure......................................................................................................13
Solution Considerations...........................................................................................................15
Redesign development stage................................................................................................15
Identification of the considerations..................................................................................15
Description of the significant considerations...................................................................15
Implementation of the proposed solution.................................................................................15
Identification of the considerations..................................................................................15
Description of the significant considerations...................................................................15

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Recommendations....................................................................................................................15

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BPM and Strategy
Justification for the BPM Approach
Smart Shirt Pty Ltd is a business that is situated in Melbourne. It sales corporate shirts
of high quality and they sell them online. Various brands sell similar products and due to
which the competition is very high. Due to this competition, the organization needs to
produce high quality shirts in order to gain more customers compared to other brands.
Various businesses believe that the business process management and the software required
for that are meant for governmental organizations and companies that are widespread. This is
not true because the small businesses have more chances to face competitions and they need
various procedures to stand out from the commoners. The organization has been focusing in
providing the customers, products that are value for money. The BPM strategy would
probably be useful to the company.
Introduction to the Business Process Management
For implementing business process management, detailed knowledge regarding the
topic should be acquired. It is actually a concept under the topic of management. The
organization makes use of various methods such as finding out the faults in the present model
used by the organization, analyze and use the model appropriately (Braun et al. 2015). Such
processes help the company to optimize as well as improve their business procedures. A
process that seems to be necessary such as sales, marketing, customer service and many
more, the BPM software can be used for that. The efficiency of processes used by an
organization can be increased greatly by using BPM; this would also help the company to
increase their competitive advantage.

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Benefits of the Business Process management
Business process management is advantageous for big as well as small businesses.
This helps SmartShirt Pty Ltd to maintain their product quality and maintain their position in
business in aspects of finance and sales structure.
Benefits in Business Strategies:
Business process management provides various benefits that are useful for numerous
organizations irrespective of their type and shape. It aims in improving an organization’s
business model and operations that it carries out (Braun et al. 2015). Most of the platforms of
BPM have their focus on customers and their necessities. It can improve the process of
decision-making for manufacturing as well as launching the products faster.
Benefits in Positioning:
It is very important for a business to clarify the doubts and queries of the customers.
This process sometimes makes the organization neglect some activities that are very helpful
for the company. This stops the organization from growing further. As a result once BPM is
adopted it is used continuously in order to gain advantage in the competition. This would help
SmartShirt Pty Ltd to maintain their business standards and a continuous gain in revenue.
This also helps in expanding the organization.
Value Proposition:
SmartShirt Pty Ltd Company has been attempting in maintain their product quality for
their customers, they aim in doing this along with maintaining their advantages in financial
areas. As a result, BPM would help them to maintain their value of proposition
(Cheikhrouhou et al. 2015).

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Meaning of value chains and using BPM
Value chain management is concerned with maintaining the consistency in the
procedure of business used by the organizations. SmartShirt wants it as well; they require
maintaining the constant financial flow in the business. These techniques require
transforming and consumption of various resources used by the organization. Value chain
includes the innovation and management of the organization that would help the company to
have a competitive advantage by integrating the BPM system in their operational structure
(Allweyer 2016). Integration would help the organization to gain a competitive advantage in
a sustainable manner.
Strategy
It is very important for SmartShirt Pty Ltd to understand the process defined by value
chain. This should be done before the organization achieves the advantage of complete length
integration of the BPM for the company. The actual strategy of SmartShirt Pty Ltd is to
consider the operations that are related with the manufacturing of products and the processes
that are related to the manufacturing and distribution of end products to various customers.
The actual object of the organization is to have competitive advantage compared to other
organizations. As a result the field of production and distribution of products are the main
aim in business processes of the company, they are analysed as well as refurbished
subsequently.
Problem Analysis
Along with various advantages, SmartShirt Pty Ltd has disadvantages as well. These
disadvantages are mentioned below
Problem Identification

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Problem 1: Messy Trays
Causes:
The organization receive numerous orders on regular basis, this makes the orders to
stay in the waiting until the previously ordered products are delivered. As a result, the
dispatcher faces problem while dispatching the products. This problem is faced because the
dispatching process is carried out manually.
Problem:
This dissatisfies the customers and they complain against the organization regarding
the delay in delivery. Sometimes customers might order the products in emergency and need
them urgently. When the urgently needed products are not delivered in time, they get furious
and complain against their services. The main problem is for the customers who have already
paid for the products and did not get the products in time.
Consequences:
This delay in delivering the products results in decreasing the customer satisfaction. It
also decreases the level of trust of customers on the organization. This creates a major
problem for the organization and it requires to be solved as soon as possible.
Problem 2: Incorrect Delivery
Causes:
There have been various cases where the customers did not receive the products that
they ordered. This happens due to incorrect dispatch of products. This also creates a major
issue for the customers because it requires more time in delivering the desired product to the
customer. Customers need to return the product and reorder the product they want. The
organization collects the returned product from the customer and delivers the correct product
to them.

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Problem:
The main problem for the organization is that the process of dispatching the products
is carried out manually and this process has more chances of mistakes. In many cases,
labelling machines make mistakes and wrong labels are put onto products. As a result,
customers receive incorrect products and they complain to the organization regarding that.
They are dissatisfying because they have already paid for the products.
Consequences:
This problem decreases the level of customer satisfaction. As a result, this creates a
major problem for the company and this need to be rectified very soon for maintaining the
level of satisfaction of the customers. This would also help in attracting more customers.
Problem 3: Complains from customers
Causes:
There have been cases when the customers has lodged a complaint against the delay
in delivery or wrong product received but this complain has not been conveyed to the sales
team.
Problem:
The problem in this situation is that the feedback received from the customers is not
attended in a proper way. Feedbacks are a vital part in the business and they need to be paid
equal attention.
Consequences:
This problem reduces the level of customer satisfaction. Customers consider that there
feedbacks are taken seriously and negative feedbacks are acted upon but when it is not
followed by the organization, it disappoints the customers. This problem needs to be solved
in order to maintain the customer satisfaction.

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As Is Process

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Process Flow Problems
The operational system of the organization follows manual procedures as a result, the
procedures of the company were found to be problematic. Along with this, there are various
procedures that are sent for rechecking and this creates a problem for the organization.
Input/output Problems
The major input problem faced by the organization is that the complaints made by the
customers are not taken seriously and not registered for improving their future operations.
Problems with controls and enablers
The processing of orders made by the customers and marking them accordingly is not
carried out properly, which creates a problem for the organization. This is because there have
been various problems in correct labelling of the products.