Coursework Title: Two Part report on Operations Management & Servitization
Based on the module’s UMD, by completing this coursework you should be able to:
• Explain the strategic importance of operations management and its theoretical bases in
managing organisational resources from a global perspective;
• Explain the key decision-making areas in operations management and apply to different contexts
using knowledge of systems thinking;
• Evaluate the contribution that operations management makes to procurement, supply chain
management and organisational performance and be able to apply some practical techniques;
• Generate new alternatives of operations management decisions using the theoretical bases
taught in the module.
This coursework is an individual 3,000 words (+-10%) report and it includes two different parts
namely Part A, and Part B. Both parts need to be completed to successfully pass this module. In
summary the two different parts of this coursework are the following:
• Part A is a report of 2,000 words (+-10%) which is a reflection on the key decisions that you made
while playing the Practice Operations Game from McGrawhill. More details are provided on the
pages that follow.
• Part B is a report of 1,000 words (+-10%) related to business models for servitization of
operations management.. More details are provided on the pages that follow.
1. Part A: Short report based on the Practice Operations Game
Practice Operations Game introduction:
An individual access code to the game will be provided to you in the beginning of the term.
Operations are the engine that drives a business. Practice Operations puts students in the role of an
operations decision maker for a clothing manufacturing company. Students become players in a
serious learning game.
Play begins with an overview of the heart of that engine – managing the production process. Players
review the contract specifications as well as the production process by walking through the
production floor and shipping area. Students then analyse the receiving department functions of
managing the supply chain and material inventories to ensure client needs can be met. In order to
grow the business, players choose which new contracts to pursue and then optimize their receiving,
production and shipping departments accordingly.
As the business grows, players manage both the human and facility resources in order to meet
capacity challenges. Customer satisfaction is also a key metric for success. In the final stages of the
game, the simulation puts players in complete control over all areas of operations at a new branch,
with the challenge to build the most profitable company possible.
For this report you need to reflect on the key decisions that you made while playing the Practice
Operations Game. You need to select the decisions that you believe that had a significant effect on
your game performance i.e. score.
You are required to formulate relevant strategies for each decision that you make in order to
complete the game successfully that will be focused on making the biggest profit.
These strategies should be clearly related to operations management concepts for the management
of an operation such as that in the game. There should be a justification of why a particular strategy
was chosen. You should identify the appropriate aims of each strategy that they propose for the
successful completion of the game, and these should be clearly related to the financial aspects of
the game (revenue versus costs).
Please note that no marks are given for the game scores, and you will be solely marked on the report
that you will submit. Also, you need to analyse only a few decisions of the game i.e. 4-5 key decisions
and these decisions can come from any of the game modules.
You need to follow a reflective writing style (you can write in first person) where you will discuss the
(a) description of decisions made, and justification based on operations management theories;
(b) explanation of why each decision was effective or ineffective and delineate the impact of them
on the business. For this you may use your game score to reflect on them;
(c) critically discuss what you will do differently in the future to get a better score if you were going
to replay the game based on operations management theories.
It is advised to keep detailed notes of your thoughts and actions while playing the game to be able
to reflect any on significant of them during the writing-up of the short report.
There is no specific structure for this report, however you may want to follow the structure below:
1. Introduction (explain the purpose of this coursework);
2. Main body (critical discussion of (a), (b), and (c));
3. Conclusion (summarize what was discussed)
2. Part B: Servitization Report
This part of the report should be submitted as part of the same document. This part focuses on
application. You may apply any theories you wish but note that you will not receive marks for
describing theories, and marks may be deducted for using too many references (maximum 5 academic
articles in this part).
Your task is to propose a new business model based on the concepts of servitization, for an
organisation of your choice. This part of the assignment should be presented as a proposal to the
leadership of your chosen organisation. You should explain why the organisation should invest in your
proposal by outlining the
• Customer value proposition – what value will be achieved, for whom, and how does it differ
from the current products or services offered?
• Value creation mechanism – what resources and capabilities, including digital technologies,
will be required to create the value proposition?
• Value delivery network – what partnerships will be required to deliver the value proposition,
and how will the organisation orchestrate these partnerships?
• Value capture – what revenue models and incentives will make the value proposition
You should demonstrate, using appropriate sources of evidence, 1. the expected competitive benefits
of your proposal; 2. the potential risks that managers must recognise; and 3. the implications your
proposal may have for the organisation’s resources and operations. Appropriate sources of evidence
for this part of the assessment may include industry reports, or websites of organisations you present
as benchmarks or sources of best practice as well as case studies or empirical results from academic