Lufthansa: Time-Based Competition to Improve Catering Delivery

This assignment evaluates the effectiveness of time-based competition (TBC) in improving catering service delivery within the airline industry, using Lufthansa Germany airlines as a case study. It discusses the concept of TBC, its relationship with catering services, and its potential benefits, such as rapid response to consumer demand and the introduction of new technologies. The research employs a positivism philosophy and utilizes both quantitative and qualitative data collection methods to analyze the impact of TBC on Lufthansa's catering service delivery, aiming to answer research questions related to the effective use of TBC, factors impacting the catering process, and ways to implement TBC strategies. The conceptual framework suggests that time-efficient operations systems and just-in-time approaches positively influence catering service delivery. The assignment also addresses research design, methodology, data analysis, resource requirements, limitations, ethical considerations, and a timeline for the research.

Running head: TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
A study to evaluate the effectiveness of the use of time-based
competition to improve the catering service delivery process in an airline
organization: A case of Lufthansa Germany airlines
Name of the University:
Name of the Student:
Authors Note:

1TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
Executive Summary
The airline organizations are competing to attain rapid response to the consumer demand along
with ensuring new products and technologies are introduced in the market. Such type of
competition in terms of reaction time is explained as “Time Based Competition (TBC)”. In
analyzing the use of time based approach within catering service delivery process in attaining
competitive advantages by Lufthansa Germany airlines, positivism can serve as most relevant
philosophy in dissecting suitable responses from the respondents. Quantitative data will be
analyzed through conducting inferential statistics in which cross tabulation, chi square and
correlation will be employed in supporting data for qualitative analysis. For data analysis to be
simple the findings will be represented in the graphs and charts.

2TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
Table of Contents
1. Title of Project Proposal..................................................................................................3
2. Introduction......................................................................................................................3
2.1. Problem Statement....................................................................................................3
3. Literature Review............................................................................................................4
3.1. Concept of Time Based Competition Approaches...................................................4
3.2. Catering Service Delivery of Lufthansa Germany Airlines.....................................5
3.3. Relationship between Time Based Competition and Catering Service Delivery.....6
3.4. Conceptual Framework.............................................................................................7
4. Research Questions and Objectives.................................................................................8
5. Research Design and Methodology.................................................................................8
5.1. Research Design.......................................................................................................8
5.2. Research Philosophy.................................................................................................9
5.3. Research Process......................................................................................................9
5.4. Research Strategy and Approach............................................................................10
6. Data Collection and Analysis........................................................................................11
6.1. Primary Data Collection.........................................................................................11
6.2. Secondary Data Collection.....................................................................................11
6.3. Data Analysis..........................................................................................................12
7. Research Resources.......................................................................................................12

3TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
8. Limitations and Contingency Plan.................................................................................12
9. Research Ethics..............................................................................................................13
10. Time Scale...................................................................................................................13
11. Conclusion...................................................................................................................14
References..........................................................................................................................15

4TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
1. Title of Project Proposal
A study to evaluate the effectiveness of the use of time-based
competition to improve the catering service delivery process in an airline
organization: A case of Lufthansa Germany airlines.
2. Introduction
Competition and increasing technological advancement along with changing consumer
needs is resulting in constant development of competitive paradigms. Considering such scenario,
increasing globalization pace along with fierce competition is increasingly focused on the
importance of implementing time-based management (Oláh, Popp and Antal 2018). Speed as a
competitive factor is attaining increased importance for the airline organizations those are
involved in international competition. The airline organizations are competing to attain rapid
response to the consumer demand along with ensuring new products and technologies are
introduced in the market. Such type of competition in terms of reaction time is explained as
“Time Based Competition (TBC)”.
2.1. Problem Statement
In order to attain competitive advantage, the airline organizations are dealing with
developing a hostile attitude to the time-based management that might integrate a great deal of
distinct concepts, methods along with management theory tools in respect to the time perspective
(Pekgun, Griffin and Keskinocak 2016). The concept of TBC in the increasingly competitive
world needs a holistic attitude to integrate distinct concepts and management theory tools those
can adjust production control systems and at the same time the performance management

5TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
systems with respect to the time perspective. In conventional service delivery process within the
airline companies, it is observed that there is increased need for successful implementation of
TBC in decreasing costs and increase quality of careering services.
3. Literature Review
3.1. Concept of Time Based Competition Approaches
Nguyen and Wright (2015) stated that the concept of timed based competition revolves
around the decrease in time devoted at the time of each stage of the business operation cycle that
considers reducing the time of the activities like deigning, planning, product creation, supply and
expectations. The companies can attain successful time based competition through decreasing the
non-value added activities along with coordinating them effectively. Pellathy, In, Mollenkopf
and Stank (2018) added that implementing time-based competition approaches the companies
can attain competitive advantages with respect to time such as speed that contributes to the short
time delivery, decreased costs, and flexibility along with timely delivery. There are two major
reasons for which time based approaches implementation is important for success of
organizations. Wang et al. (2015) revealed that through providing quick response, the
organizations find favor with the target customers those results in increased sales and market
share. Within conventional operations management it has been observed that the organization
that succeeds in suitable implementation of time based competition successfully decreases costs
and attains enhancement in quality.
Wang et al. (2015) indicated that in observing the advantages provided by the time based
competition it is important to evaluate the activities of producers those consider speed as a
barrier. Traditional cost based competition with slower response time can result in rivalry only

6TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
with the time based competitive proposals through employing additional inventory along with
generating profitability of companies. Wang et al. (2015) stated that the time based competition
increase employee satisfaction along with their work along with decreasing production along
with warranty costs with increasing the occupied market.
3.2. Catering Service Delivery of Lufthansa Germany Airlines
Lufthansa Germany airlines is renowned in offering world class provider of food services
in transport companies and retailers. The LSG group is among the world’s leading provider of in-
flight services for airlines along with train operator that it offers fewer than four major brands
such as classic catering and hospitality concepts, onboard retail and entertainment programs,
development and logistics of the in-flight service equipment and packaged products. Frei (2016)
also revealed through offering exceptional airline carrying services, Lufthansa Germany airlines
successfully entered within the convenience retail market. These reasechers also stated that in
order to attain competitive advantage in the catering services market, the company is pursuing
three strategic objectives such as by means of market leadership, transformation and profitable
growth worldwide but with distinct regional characteristics.
Wirtz (2017) indicated that on the long haul flights within the business class that focuses
on the culinary highlights on each route. Through managing the catering services in a
competitive manner, the company has implemented time based or just in time approaches
through offering exquisite food, fine wines, top-quality tableware along with attentive survive to
attain competitive advantages. Pellathy, In, Mollenkopf and Stank (2018) stated that Lufthansa
Germany airlines has exceptional in-flight catering services offers seasonal meals and the
passengers can easily select menu for their business class flights. These researchers also
indicated that the company employs just-in-time time based competitive approaches in offering

7TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
in-flight meals that changes every two months and also takes into consideration the catering
service delivery offered to as per the wishes of the passengers for seasonal cuisine.
3.3. Relationship between Time Based Competition and Catering Service Delivery
Wang et al. (2015) revealed that there is an effective relationship between the times based
competition and catering service delivery in the airlines industry. It has also been revealed that
the time based competition strategies involve the development of a holistic approach in
managing the external and internal catering service delivery in the airlines company. These
reasechers also confirmed that the consumer catering service delivery in airlines is observed to
rely upon time and place utility, new logistical capabilities often termed as just-in-time catering
service delivery. Wirtz and Lovelock (2016) stated that the dynamic time based service delivery
approach model reveals a significant waste of time within catering operations and in maintaining
the competitive advantages in the competitive airline industry, the company is focused on
implementing just-in-time production that had increased impact on time based production along
with stock management.
Yang, Zhang, Fu and Liu (2017) indicated that in the over supplied markets and in
maintain smooth delivery of catering services to decrease unnecessary expenses, implementing
time based competition approaches such as action reaction cycle and just in time approaches
facilitates in maintaining desired levels of performance and systems stability. These reasechers
alaos stated that time based competition strategies involve the development of a holistic
approach in managing the external and internal catering service delivery in the airlines company.

8TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
3.4. Conceptual Framework
The conceptual framework indicated in the figure below explain that the time based
operation systems, time based competition approaches and just in time approach is deemed to
positively impact the catering service delivery of the airline company that is Lufthansa Germany
airlines. From analyzing the conceptual framework below it is gathered that the airline
companies implementing time based competition seek to decrease the value adding activities (Ho
and Chang 2015). The concept of TBC in the increasingly competitive world needs a holistic
attitude to integrate distinct concepts and management theory tools those can adjust production
control systems and at the same time the performance management systems with respect to the
time perspective. In conventional service delivery process within the airline companies, it is
observed that there is increased need for successful implementation of TBC in decreasing costs
and increase quality of careering services.
Figure 1: Conceptual Framework
(Source: Authors Note)
Catering
Service
Delivery
Time efficient
operations
system
Time Based
Competition
Just in Time
Approach

9TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
4. Research Questions and Objectives
The research questions those are to be answered though the current research is indicated
below:
 How to use time based competition effectively in improving the catering service delivery
of Lufthansa Germany airlines?
 What are the factors impacting catering service delivery process in Lufthansa Germany
airlines?
 What are the ways in which time based competition strategies can be used by Lufthansa
Germany airlines?
The research objectives those are to be addressed through completion of this research are
indicated below:
 To analyze the effective use of time based competition in improving the catering service
delivery of Lufthansa Germany airlines
 To evaluate the factors impacting catering service delivery process in Lufthansa Germany
airlines
 To recommend the ways in which time based competition strategies can be used by
Lufthansa Germany airlines
5. Research Design and Methodology
5.1. Research Design
Research design will facilitate the researcher in attaining the opportunities of guiding the
research in attaining a particular research objective. The current research will explain evaluation

10TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
the effectiveness of the use of time-based competition to improve the catering service delivery
process in an airline organization: A case of Lufthansa Germany airlines. For this reason, the
study will require detailed explain nation of various use of time based competition aspects in
enhancing delivery of catering services. Considering same, descriptive research design will be
employee in this study that will be suitable in describing the cause-effect relationship through
forecasting the likely outcomes of the study (Bresler and Stake 2017).
5.2. Research Philosophy
The positivism research philosophy will be employed in this research that can facilitate
the researcher in recognizing the importance of research paradigm. Positivism philosophy is
deemed to be suitable to be used in the current research as it is relied on the reality existence
through use of scientifically proven techniques (Pellathy, In, Mollenkopf and Stank 2018). As
the research will employ both the quantitative and qualitative research approaches, positivism
philosophy use will support in better analysis of the collected data. In analyzing the use of time
based approach within catering service delivery process in attaining competitive advantages by
Lufthansa Germany airlines, positivism can serve as most relevant philosophy in dissecting
suitable responses from the respondents.
5.3. Research Process
A step-by-step price that will be followed in completion of the current reasechers on use
of time based approach within catering service delivery process in attaining competitive
advantages by Lufthansa Germany airlines is indicated below:

11TIME BASED COMPETITION USE IN CATERING SERVICE DELIVERY
5.4. Research Strategy and Approach
The research strategies those will be employed in this research are qualitative interviews
and quantitative survey in gathering suitable data regarding use of time based approach in
catering services to attain competitive advantages. Interview will gather opinion from the
catering department manager of Lufthansa Germany airlines regarding time based approach use
in the catering services. The survey will gather opinion from the consumers regarding their
satisfaction from in-flight catering services from Lufthansa Germany airlines.
Deductive research approach will be employed in the current study as it can support the
researcher in focusing on scrutinizing the existing models and theories associated with the study
through analyzing the gathered data (Taylor, Bogdan and DeVault 2015). This research approach
is suitable as the researcher has employed quantitative analysis in attaining suitable research
Topic selection
Developing theoritical and
conceptual frameworks
Resaerch design
Data Collection
Data Analysis
Limitations
Conclusion