INTERNATIONAL HOSPITALITY MANAGEMENT

ASSESSMENT WRITTEN CASE STUDY

LEARNING OUTCOMES BEING ASSESSED

1. Investigate short and long term operation problems as they confront hospitality operations.

2. Investigate, use and interpret various operations research techniques.

3. Develop a strategic response from a managerial perspective to the findings of the above research.

SUBMISSION INSTRUCTIONS:

You must electronically submit your case study report into the Assessment Drop Box, within the BHO3434 VU Collaborate shell. Please note that paper copies will not be accepted. In case of the VU Collaborate system being down, please email the assignment to your tutor or local unit co-ordinator as a record of on time submission. Assignments will be marked using Grademark, within VU Collaborate. You will need to log into VU Collaborate to read feedback and obtain your mark once marking is complete.

DETAILED DESCRIPTION OF ASSIGNMENT

Your task in this assessment is to analyse a case study individually and provide a critique of the issues in the case. It should be approximately 2,500-3,000 words in length.

It is important to write your case study report in a flowing format. The case study you will need to address is:

Starbuck's failure in Australia, which can be accessed within the BHO3434 VU Collaborate shell.

Your task is to research the company and its operations management and then write a case study report that analyses the Starbuck's case within the following inter-related framework that is drawn from Chapters

1-3 in Jones and Robinson (2012):

1. The company's approach to winning customers and competing effectively

2. Operations processes and life-cycles

3. Locating, designing and managing facilities

From your analysis and findings present an informed management perspective as to why Starbucks failed in Australia.

As an example, an appropriate heading structure for the case study report would be: Introduction; Customers and Competition; Operations; Facilities; and Management Perspective.