Sun Rise Foods Case Study Example | Topics and Well Written Essays - 4500 words

Sun Rise Foods - Case Study Example The company produces snack products, pies , pastries and sandwiches. These products are then supplied by the company to leading retailers under the retailer's brand but it also sells to pubs, cafes and catering supply companies under its own brand name. It uses local suppliers for its food products where ever it is possible to do so. The main focus of the case study is on the customer service department of the company. The job of a customer service officer in the company is to answer enquires about the food products of the company, ingredients being used in the food products and the quality issues which customers might have faced regarding the food products. Recently management has been highly concerned about the quality of customer service that is being provided to customers and has shifted its focus to achieving high customer satisfaction. The manager has also brought about new performance resolution program which focuses on quality, speed, dependability, flexibility and cost as the method of ensuring that customers are satisfied with the response achieved from the customer service officers of the company. Six months have passed since the new control model was floated by the company. However there has not been sufficient increase in performance on the 5 parameters of customer service which the management wanted improved upon. However it has led to employees being dissatisfied with the management and a oppressive management style emerging in the organization. The company's CEO has grand expansion plans for the company. He wants to expand the company's reach in to the European markets; particularly Holland and Scotland. He also wants to concentrate on premier range of products which will provide him greater margin and thus increase the profits of the company. However consumers of premier products are very quality conscious and want good quality products as well as high quality customer service for the price they are paying. There is thus a gap between the strategic mission of the company's CEO and the functional aspects of the company. This case deals with the problems that are being faced by Sunrise foods and tries to provide reasonable solutions to the above problems. Literature Review Operations management was confined only to the management of processes of products till 1980s.It was primarily because of the reason that operations management has grown from the concept of factory management. It was only in 1980s when the