Reference no: EM133262321

1. It sounds like a joke, but it is a genuine product innovation. It's green, it's square and it comes originally from Japan. It's a square watermelon. Why square? Because Japanese grocery stores are not large and space cannot be wasted. Similarly, a round watermelon does not fit into a refrigerator very conveniently. There is also the problem of trying to cut the fruit when it keeps rolling around. So an innovative Japanese farmer solved the problem with the idea of making a cube-shaped watermelon that could easily be packed and stored. There is no genetic modification or clever science involved in growing watermelons. It simply involves placing the young fruit into wooden boxes with clear sides. During its growth, the fruit naturally swells to fill the surrounding shape.

(a) Discuss and explain why a square watermelon an advantage?

(b) Synthesize what this example tell us about product design?

2. One of the examples in the Process Design and Selection described 'drive-through' fast food processes. Think about (or better still, visit) a drive-through service and try mapping what you can see of the process (plus what you can infer from what may be happening 'behind the scenes').

3. Modern aircraft fly on automatic pilot for most of their time. Most people are blissfully unaware that when an aircraft lands in mist or fog, it is a computer that is landing it. When auto pilots can do something better than a human pilot, it makes sense to use auto pilots. They can take control of the plane during the long and (for the pilot) monotonous part of the flight between take-off and landing. They can also make landings, especially when visibility is poor because of fog or light conditions. In fact, automatic landings when visibility is poor are safer than when the pilot is in control. On some flights, the auto pilot is switched on within seconds of the aircraft wheels leaving the ground and then remains in charge throughout the flight and the landing. As yet, commercial flights do not take off automatically, mainly because it would require airports and airlines to invest in extra guidance equipment which would be expensive to develop and install. Also, take-off is technically more complex than landing. Yet some in the airline industry believe that technology could be developed to the point where commercial flights can do without a pilot on the aircraft entirely. If it was developed, identify and explain what problems and benefits would be associated with introducing this type of technology.

In addition, Process technology can impact all of the operations performance objectives (quality, speed, dependability, flexibility and cost). Think through, and identify and explain how process technology could affect these performance objectives in the airline industry.

4. Seasonal demand is particularly important to the greetings card industry. Mother's Day, Father's Day, Halloween, Valentine's Day and other occasions have all been promoted as times to send (and buy) appropriately designed cards. Now, some card manufacturers have moved on to 'non-occasion' cards, which can be sent at any time. The cards include those intended to be sent from a parent to a child with messages such as 'Would a hug help?', 'Sorry I made you feel bad' and 'You're perfectly wonderful - it's your room that's a mess'. Other cards deal with more serious adult themes such as friendship ('you're more than a friend, you're just like family') or even alcoholism ('this is hard to say, but I think you're a much neater person when you're not drinking'). Some card companies have founded 'loyalty marketing groups' that 'help companies communicate with their customers at an emotional level'. They promote the use of greetings cards for corporate use, to show that customers and employees are valued.

(a) Explain what seem to be the advantages and disadvantages of these strategies.

(b) Discuss what else could card companies do to cope with demand fluctuations.

5. Give examples of services that have a good match between customer expectations and service delivery. Give examples of services that do not have a good match.