Case-Study Based Assignment: Holly Farm

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Operations Management (MN2002) Case Study Based Assignment: Holly Farm Problems with Holly Farm The main identifiable problem is how to achieve the target designated by Gillian namely ‘to increase the number of farm visitors in 1999 by 50 percent,’ and so increase the returns of the business enterprise. A number of factors will make this achievement difficult to attain. The cause of the lower than wanted visitor numbers seems to be the lack of adequate advertising and the restrains caused by only being able to open on certain days of the week. In terms of the ice cream factory, the capacity constraints caused by the limits of the ice cream equipment means that the production of ice cream is limited to 350 litres over a 24 hour period. Coupled with the small viewing area, lack of ice cream flavour variance and the ‘aggressive marketing campaign of adversaries’ the amount of business generated from each customer is lower than wanted. Key to business growth is continually increasing sales through increasing the business generated from each customer and increase the focus of the business on customer contact. The accessibility of the farm also creates some problems. The full capabilities of the organisation are not accessible to all customers. The once weekly deliveries by Gillian also create problems as stores and retailers are unable to operate in a ‘just-in-time’ mode, restricting the selling techniques that are able to be applied. There are also a number of problems associated with the increase of ice cream flavours from 4 to 10 mostly concerned with the equipment and time required. In order to analyse and suggest alternative options information on the state of the market and the competition present must first be gathered. The main problem is clearly the number of visitors currently being received by

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