Operations Management Report: Digi Telecommunication Analysis

This report provides a comprehensive analysis of Digi Telecommunication's operations management, focusing on its mission and how it aligns with operational goals. The report explores the company's mission to provide mobile connectivity and become Malaysia's preferred digital partner, emphasizing its commitment to a connected Malaysia through efficient operations. It then delves into key operational functions like designing, planning, managing, and coordinating, with a focus on how these functions contribute to customer satisfaction and profit. The report also examines various operations areas within Digi, including quality management, supply chain management, inventory management, process and capacity design, and scheduling, offering specific recommendations for improvement such as implementing Six Sigma, RBV, and Just-in-time approaches to optimize these areas. By analyzing these aspects, the report aims to provide a strategic overview of Digi's operations and suggest actionable steps to enhance efficiency, quality, and overall business performance.

Operation management
7/5/2018
Digi Telecommunication

Operation management mission of Digi telecommunication
The paper includes the essay on the two assigned topics related to the familiar local company of
Malaysia that is Digi telecommunication. The company is the well-recognized company in
Malaysia that offer the services related to the mobile connectivity and service provider that
enable to 11.7 Malaysian to get the major benefits out of an increasingly connected world (Digi,
2018). The company ensure that they are able to manage the areas of management that take place
and are associated with designing and controlling the process of redesigning and production of
products and services (Digi, 2018).
The mission of the company is to provide the mobile connectivity with wireless services and the
company wants to become Malaysia preferable digital partner that offer the attractive and
personalised digital services. In addition, the mission of the company is the commitment to build
a connected Malaysia which enables access to mobile internet services with the application of it
by offering the customers a right combination of the devices, value pricing and others. This
mission of the company is supported by an efficient operation that brings out the best user
experience (Digi, 2018). In the current era, most of the companies do not share their operation
management mission but this is the fact that mission is linked with the general mission of Digi
Telecommunication.
The proposed operations management mission of the company is to produce the quality products
that can bring or enhance the customer experience. The company perform the operations within
the company to achieve their organisational goals which are to drive profit. Along with this, the
company ensure that they bring the sustainability in their business operations and practices (Digi,
2018). The key functions of the operation management that are performed by the Digi

Telecommunication include designing, planning, managing and coordinating. The company
performs these activities for running a business effectively and providing services to customers
in Malaysia market. An operation is a process of bringing the changing inputs and outputs
thereby adding the value to some entity. Right quality, right quantity with the right process is the
major requirements of the customers. When Digi telecommunication is able to meet these
requirements then they can lead to customer satisfaction and loyalty. The completion of this
basic requirement is possible with the effective management of operations. This is the reason the
company form missions that are related to the operations performed within the organisation. The
effective operation management includes 4 theories which include business process redesign,
reconfiguration manufacturing system, a lean manufacturing system and six sigma tools
(Investopedia, 2017). Different operation functions are performed by the company due to which
they have different types of mission, goals or objectives. The operations functions that are
performed by the company are discussed below: -
Designing: - Designing initiate with the product development which includes the different types
of features and characteristics of the products. Digi Telecommunication ensures that they design
their products and service. The mission linked with designing operation is to bring the innovative
products and services that can lead to customer satisfaction. Moreover, the effective designing of
the services and products will help in attracting the customers which will meet the mission of
enhancing the profit of company (Bamford and Forrester, 2010). While designing the company
make use of BPR theory which provides the support to the companies for the dramatically
restructure organisation by designing the business process from the ground up. The real example
of design for the new product includes Digi New XBee 3 which introduced by the company in
the year 2018. The product is the next generation RF modules that are built on an incredibly

small micro form factor that is designed to provide the support to the IOT innovation (Digi,
2018). The introduction of the new product was possible because of the effective designing of
the product.
Planning: - Planning is one of the functions that define the ways through which the management
can utilize available resources to cope up with the different situations that take place within the
organisation (Greasley, 2013). Digi Telecommunication mission related to planning is effective
utilization of resources. This is the fact that there is tough competition in the market of Malaysia
which is faced by Digi Telecommunication due to which they make the plan for the products and
services that are going to offer to their customers. This planning is done after considering the
effective utilization of the resources.
Managing: - Company needs to manage the operations for which they are managing the team
which is essential because they are one who contributes to the performance and work performed
by the employees. Managing the team is one of the important factors that are required to be taken
care of by the Digi telecommunication. The company is aware of the fact that teamwork helps
them in achieving the goals. The mission of the company is to provide effective training to their
employees that contribute to enhance the productivity and performance of the company in the
market.
Coordinating: - Coordinating function of operation management supports company to coordinate
with different operation manager that perform the diverse role and responsibility for
accomplishing the mission of company. Digi Telecommunication Company performs different
types of functions which their managers need to perform diverse responsibility so that they can
meet the criteria for the quality products with effective services because that is the ultimate goal

of the company (Heizer, 2016). Mainly, the need for the coordination is required in the
manufacturing of products where the company make use of the approach that is six sigma that
emphasis of the quality of products.
The functions of operation management are performed by every company which is the only way
through which they can fulfil the mission of the company. The above analysis reflects that
mission of operation management is linked with the mission of the company that is to become
the preferable mobile network in the competitive market of Malaysia. The mission will get
achieve when the company will offer the quality products with effective service which totally
depends on the operation management of Digi telecommunication. The improvement in the
quality of products and services will bring the rise in the profit or revenue of a company because
customers will prefer the products of Digi Telecommunication which leads to an increase in
sales. Though, this is the fact that the quality of products and service is totally depended on the
operation management of the company.
Operations areas of company and suggestions to improve operations
Digi telecommunication company major areas of operations include the areas where the
company take the decision so that they can meet the goals and objectives of the company. The
company ensure that they make an effective decision so that they can fulfil the operation
effectively. Some of the key operational areas include: -
Quality Management: - This area of operations management is most important due to which the
organisation take the strategic decisions with a motive as through this they can meet the demands
and expectations of customers related to the quality of the product. The management of the
quality of products and services helps the company in accomplishing the mission. Digi

telecommunication found that they are not able to maintain the consistency in their products and
services due to which they won’t be able to provide the effective customer satisfaction.
Moreover, this is the reason that the goodwill of company gets hampered and customers of the
company won’t be able to maintain the loyalty because they can’t rely on the quality provided by
the company every time. The quality management work is not continuous due to which it leads
to a rise in defects of product and service of the company. Digi Telecommunication can bring the
improvement for which they need to implement the six sigma approach of operation
management. This approach is disciplined, statistical-based, data-driven approach and along with
this, it is a continuous improvement methodology that contributes in eliminating the defects in a
product or service (Pyzdek & Keller, 2014). Digi telecommunication can bring the improvement
in their operations of manufacturing which include the management of quality which is possible
with the help of this approach. This approach brings the improvement in the business process
with the sustain quality improvement, reduce or eliminate the errors and the managers get the
support to manage the operations effectively and to produce quality products.
Supply chain management: - The management of the supply chain is also considered as one of
the operation areas. The operation manager of Digi Telecommunication aims for keeping the
high supply chain efficiencies and capacities. The company want to source the right products
with quality so that they can produce the quality products and services (Slack, Brandon-Jones
and Johnston, 2013). Digi telecommunication might face some of the issues while sourcing the
products and the management of the supply chain is one of the time-consuming processes due to
which the company is not able to perform the operations effectively. It is recommended to the
company to implement the effective theory like RBV in which they can manage the resources
that are present within the organisation. This theory provides the support to the Digi

telecommunication for utilizing the resources effectively and managing the operations that took
place at the time of supply of products.
Inventory management: - This area of operation management deals with the maintenance of the
adequate inventory after considering the internal and external factor that can affect the inventory
management. Digi telecommunication ensures that they manage the inventory considering the
demand and supply of products in the current market. Though, the company might face the issue
related to making the product easily available in the market. This issue takes place within the
organisation when they are not able to meet the needs of customers due to a shortage of products
in the market. It is suggested to the company to implement a Just-in-time approach. The
approach is implemented by the company at the inventory stage to enhance the efficiency and to
reduce the waste from the products that are generally received by the company. Moreover, the
just-in-time approach reduces the inventory cost of the company (Spruijt-Metz and Nilsen,
2014).
Process and Capacity Design: - The process and capacity design is an element of operation
management in which the objective of Digi telecommunication is to process the high efficiency
with the adequate production capacity. The design of the services that the company will provide
to their customers in the market is very essential because this is the way through which
organisational mission will be achieved. Though, the managers of the company who takes the
responsibility for this area of operation face the issues in understanding the needs and then
designing the products. Digi telecommunication needs to manage this process effectively so that
they can design the products in such a way to meet the organisational mission. The company
need to implement BPR theory which provides the support to the company for restructuring
organisation by designing the business process from ground up (Mahadevan, 2015). The

company believes in transforming the business and takes the required digital leaps that are
essential to innovate and evolve across the customers increasing demand.
Scheduling: - The process of appropriate scheduling of operations assist in accomplishing the
activities on time. The strategy of the company is to generate the new opportunities and continue
to deliver the attractive services which are possible when the operations of the company finish on
time. Though, the company is not able to schedule their activities effectively due to which they
are not able to provide the products on time in the market (Chang, 2016). It is recommended to
the company to make the steps through which they can decide the actual time that will be
consumed in the activity.
The above analysis reflects that the areas of operations are categorised by the company on the
basis of their work. Similarly, the Digi telecommunication areas of operation management
include quality management, supply chain management, scheduling, inventory management and
process and capacity Design. All these operations help the company in performing the activities
effectively within the Malaysia market. Moreover, the recommendations are explained that helps
the company to bring the improvement in their operations.

References
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concepts and case notes. New Jersey: John Wiley.
Chang, J. F. (2016). Business process management systems: strategy and implementation.
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http://www.digi.com.my/sustainability/sustainability-governance.html
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http://www.digi.com.my/aboutus/corporate_overview/information.html
Digi. (2018). Digi International to Showcase Next Generation Products Including the New Digi
XBee3 At Embedded World 2018. Retrieved from: https://www.digi.com/news/press-
releases/digi-to-showcase-products-at-embedded-world-2018
Digi. (2018). Mission, vision, values. Retrieved from:
https://www.digi.com.my/sustainability/page-vision.html
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http://www.digi.com.my/aboutus/corporate_overview/our-strategy.html
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Heizer, J. (2016). Operations Management. 11/e. India: Pearson Education.

Investopedia. (2017). What is operations management theory?. Retrieved from:
https://www.investopedia.com/ask/answers/050715/what-operations-management-theory-
and-how-can-it-help-business.asp
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