What is the Company Mission and how is it related to Operations Management (OM) Mission? Evaluate 4-6 operation areas and make recommendation for improvement.
Within an organization, operation management is known to be concerned with the process of planning, supervising, and organizing context production and provision of services offered by the company (Helleno, 2015). In other words, the mission of the operation management is to focus on delivery with an aim of ensuring that the company effectively turns inputs to outputs in the best efficient manner that meets the needs of the company (Ball, 2011). The inputs can be a representation of materials, technology, equipment, and human resources that are required to meet the production needs of the company such as the workforce. The operation department hence encompasses procurement, improvement sustainability, and managing relations, of the company (Yajie & Bo, 2016). This paper hence presents a case study of Genting Malaysia Berhad Limited with a primary focus on the mission of the company and how the mission relates to the operation management mission and objectives of the company. The paper also evaluates and presents various operation areas within the organization while making recommendations on how the operations can be improved to ensure effective and improved performance within the company.
Genting Malaysia Berhad Ltd begun operations in the 1980s as a share limited private organization but later changed to Resort World Bhd in 1989. In 2009, the name again changed to Genting Malaysia Berhad Ltd when it became a fully fledged gaming, resort related, and hotel offering hotel and leisure services, operation services the organization has offered in the last 45 years. While operating in the hotel industry, Genting Malaysia Berhad Ltd offers hospitality and leisure services such as theme parks, gaming, seaside resorts, mega shows, and dining restaurant among other entertainment services. The company was voted as the global leading Casino Resort in 2005, 200, and 2008and the Asian best casino resort between 2005 and 2010. The company has two branches or chains which include Awana Porto Malai located in Langkawi and Awana Kijal Golf, Spa, and Beach Resort located in Terengganu.
According to Genting Malaysia Berhad (2017), the primary missions of the company include the following;
Also known to be the highland resort where various families can effectively enjoy their holiday, the theme park is said to be colder than other usual hot or humid cities in Malaysia. With the vision of maintaining a resort that is within reach for both domestic and international citizens, the founder Tan Sri Lim Goh Ting had a set up of an operational strategy that would help the company work towards achieving the set the missions. However, with global development of the business world such as technological development, the tourism and hotel industry has transformed its operational management operations to help organizations meet the dynamic nature of the business market (Ball, 2011).
As a holiday destination offering a variety of entertainment services, the operation management of the organization has a mission of offering suitable accommodation that is affordable to everyone and can suit the personal taste or budget of both domestic and international clients. With a focused operational management, Genting Malaysia Berhad Ltd continues to grow into becoming a premier holiday destination that ensures that the natural beauty of the area is effectively preserved not only for the benefit of the company but to the environment as well. Operation management is the design, control, operations, and execution that are mainly focused on converting resources into the recommended goods and services while implementing the business strategy of the company (Gunasekaran & Ngai, 2012). While putting together the mission of the company, the operation management works towards offering an integrated global standard entertainment facility encompassing both outdoor and indoor theme parks, leisure, and word class gaming facilities. The operation management thus focuses on ensuring proper planning, operation, and performance of the company, aspects that have seen the company grow from the hotel into resort activities and even becoming a leading multinational tourism company in Malaysia.
According to Genting Malaysia Berhad (2015), the mission of every operation management department within a company often focuses on the management statement of the mission of the company. As a result, the company will focus on ensuring it provides the necessary developmental skills, knowledge, and critical thinking for effective management of operation management information and responsibilities. For instance, the operation management of Scranton University has a mission of having a commitment towards educational excellence in electronic commerce and operation management programs for undergraduate levels while providing services not only to the students but the community at large (Kang et al., 2016). Ford Motor Company operations are also globally recognized since they adopt ten strategic operation areas that are recommended for any like Genting Malaysia Berhad Ltd to adopt as well.
According to Genting Malaysia Berhad (2016), the operation management of Genting Malaysia Berhad Ltd involves different management teams with a focus on different goals that work towards the overall mission of the company. For instance, the company adopts ten operation management decision frameworks in all stages of its business addressing various activities that contribute to the overall success of the company. In other words, the product and service design of the company has a direct relationship with the operation management design and performance decision areas such as quality management, human resources, and job design. Addressing or adopting the ten operation management decision areas has ensured that the company maintains an efficient and effective operation fulfilling the profitability objectives of the company. Therefore, the operation of this department is concerned in ensuring effectiveness and success in the following areas;
Marketing- Genting Malaysia Berhad Ltd is globally recognized to be an exclusive international sales and marketing coordinator in Genting Highlands Resort and in the rest of the regions within the industry it operates. For instance, the company has a network of international sales agents and sales offices in different countries such as Singapore, Hong Kong, China, India, Vietnam, Middle East, and Indonesia. The marketing operation strategy is adopted to ensure the company expands its market and products to other emerging markets with the aim of increasing its global customer base and effectiveness in service delivery.
Research and Development- in offering its game services, Genting Malaysia Berhad Ltd has developed a computer program while adopting Java as the best and widely used programming language by top global technology companies such as Google. The programming standard adopted has been defined as to be of a global standard suitable for developing internet games such as the Fire Cracker and Wu Shi Games //////. The standard exists or is adopted primarily to ensure that the company preserves an updated consistency of its programming style while facilitating a continuous maintenance of its Java system. As a result, the company is globally recognized for an impending intranet gaming system that is updated and meets the progression advancement of the gaming industry as well as the desires of the customers.
Inventory management- In the decision areas of operation management, the inventory management of the company adopts various inventory strategies that correspond to the needs of the hospitality industry. For instance, the company uses automation in monitoring and controlling inventory, a strategy that is significant in managing its web-based gaming services as well as the casino products its offers within its facilities. In the process, the company as well adopts a process and capacity design that ensures the strategies of the company supports all the production goals both in technology and its resources (Genting Malaysia Berhad, 2017). It hence adopts a value stream map with the aim of effectively determining the processes necessary for the organization and how they can be kept running once they have been adopted.
Supply chain management- In a systematic study, Ball (2011) recommends that an effective supply chain management strategy within an organization is essential in determining streamlined strategies that can be adopted by a company. Proper supply chain management within the operations of a company hence need to ensure that the strategies adopted are cost effective, profitable, and can lead to the development of trusted partners in all the stages of supply management. As an Asian top tourist destination, Genting Malaysia Berhad Ltd has become a role model and an inspiration to many developing entrepreneurs as it effectively blends the values of its hard work, integrity, perseverance, and noble supply chain management culture, aspects that have enabled the company to create a unique management style within the industry. According to Mr. Eddie Chan, these values have been installed and programmed within the operational management of the company as a corporate culture to ensure the organization stands out in the globally competitive hospitality industry.
Scheduling- while considering production and the workforce, Genting Malaysia Berhad (2016) points out that it is necessary for the operation management to have a clear understanding of the value and quantity of products that are necessary to achieve the set objectives. It is a strategy that enables the operation management of an organization to understand the need of the company to ensure effective, reliable, continuous, and efficient performance, an aspect that are different from one industry to another as well as from one department to another within the same industry (Moreno, 2013). Genting Malaysia Berhad Ltd hence ensures that its functions are scheduled with a clear strategy and layout design to ensure effective implementation of operation management progression strategies as well as job design and human resources.
Conclusion
In the organization, the operation management of the company is concerned with the process of planning, supervising, and organizing context production and provision of services. The mission of the operation management is hence focusing on effective delivery with an aim of ensuring that the company effectively turns inputs to outputs in the best efficient manner that meets the needs of the company. It is hence recommended that the company have an effective and proper schedule that can help in coordinating the operation management functions to work in line with the objectives of the company
References
Ball, D. R. (2011). Integrating Multiple Sustainability Criteria in Technology, Innovation, and Operations Management Strategic Decisions. Proceedings of the Northeast Business & Economics Association, 27-33.
Genting Hong Kong Limited. (2017). 1-16.
Genting Malaysia Berhad. (2016). 1-18.
Genting Singapore PLC. (2015). 1-16.
Genting Singapore PLC. (2016). 1-16.
Gunasekaran, A., & Ngai, E. W. (2012). The future of operations management: an outlook and analysis. International Journal of Production Economics, 135(2), 687-701.
Helleno, A. (2015). Integrating value stream mapping and discrete events simulation as decision making tools in operation management. International Journal Of Advanced Manufacturing Technology, 80(5-8), 1059-1066. doi:10.1007/s00170-015-7087-1
Kang, N., Zhao, C., Li, J., & Horst, J. A. (2016). A Hierarchical structure of key performance indicators for operation management and continuous improvement in production systems. International Journal Of Production Research, 54(21), 6333-6350. doi:10.1080/00207543.2015.1136082
Moreno, T. E. (2013). Knowledge Management and Operation Management as Drivers of Competitiveness: Manufacturing SMEs in Guadalajara, Mexico. Competition Forum, 11(1), 50-55.
Yajie, L., & Bo, G. (2016). Model predictive control-based operation management for a residential microgrid with considering forecast uncertainties and demand response strategies. IET Generation, Transmission & Distribution, 10(10), 2367-2378. doi:10.1049/iet-gtd.2015.1127
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