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Operations management: BUSM 4092 Introduction London Zoo is one of the oldest scientific zoos present in World, which is established on 1828 with an objective to be a collection centre for scientific study. It is located near to northern edge of Regents park. Later on it was opened to public. London Zoo is under the management of Zoological society of London (ZSL).London Zoo holds around 16802 individual animals comprising 755 species. During its operational activities through more than one and half century, London Zoo becomes one of the prominent leisure spaces in UK. London Zoo attracts international customers and regional customers to make a pleasure feeling on their visit. Zoo includes public aquarium, insect house, childrens zoo, reptile house, African bird safari and many other attracting features in 600 acre landscape. London zoo undergoes various critical situations in terms of operation management where the closure threat on 1992 was prominent in challenging the existence of Zoo. Various reforming activities under the leadership of Dr Jo Gipps offer new dimension to the growth and development of the Zoo. Now the organisation entertains around 3000000 visitors annually, which makes enough financial strength for managing operational activities and development of the zoo. Here in this report operational management factors and its links towards the strategy of organisation are discussed based on the current position of London Zoo. The success of London zoo as a leading leisure space has brought out though various iterative development plans and strategic implications. Effective customer analysis, competitor analysis and success in building up an atmosphere for the visitors are key factors leads to the success of London zoo. The influence of technology based leisure and threat affected on spending levels of visitors as an after math of recession challenges the growth of London Zoo in recent years. Even though under these challenges, with effective development plan and efficient operational measures zoo sustains its position as a premium leisure destination. Adoption of rare inhabitants and vanishing species bring new experience for visitors in London zoo. Enough room for customers with complete safety attracts regional customers to visit the space frequently. Based on the case study report by Johnston(2003) the operational activities

of London zoo are evaluated here with specific 18 indices mentioned in the questionnaire. Clubbing London zoo package as part of site seeing programmes will influence the growth of zoo. Promotional activities like two for one bring more family visitors and prospective customers to organisation. Operations management in London Zoo Operations deal with the conversion of an input into output in the form of product or service. It is the difference in the transformation process of the given input that results in the change in the value that is associated with the outcome in the form of products or service (William J. Stevenson, 2005). Operations management is a critical element for any business organisations which ensures the mission and objective placed by organisation into reality. Tolerance and variation from operational objectives will redirect organisation strategy which cause to misleading of customers and loss of good will to organisation. The environment of organisation operations makes significant influence on any organisation. Along with sociocultural factors, economic and political factors influence leisure industry and London zoo. The environment factor play critical role in leisure industry of UK. Peak season for outdoor leisure programmes are triggered from June to November. Visitors count in London Zoo usually cross more than 10000 during summer vacations. During snow and winter condition visitor count may even fall below 100s. This dependency to environmental factors influences operational activities of London zoo. PESTEL factors determine the strategically direction of organisation where evaluation of strength, weakness, opportunities and threats (SWOT) brings out organisation efficiency implement these strategies effectively. In current scenario, London city holds several leisure destinations which can be selected by visitors ahead of climate conditions. Destinations like London eye, London Bridge, London aquarium and other major leisure destinations place critical role in the industry. To attract visitors ahead of these destinations or clubbing the leisure package along with these destinations bring challenge for authorities of London zoo. During the beginning of the century, travel companies offer collective packages including major leisure sports in London. London zoo took prominent position among these destinations to succeed in the race. Average time of five to six hours is essential for a visitor to complete each sections of zoo. The time consumption and walking effort inside the zoo are critical factors to eliminate London zoo from tour packages. On other side the services and facilities offered inside the zoo delivers better comfort to visitors. Existing competition with other major leisure destination in London challenges the visitor traffic at London Zoo. Unavailability of similar

kind of Animal Park in London makes competitive advantage for London zoo in another dimension. Operational activities of London zoo is operating with an objective of continuous improvement. Based on the trends in fashion and public interest visitor attendance will also deviate in variant levels. Customer analysis of London zoo reflects that family visitors are most out of overall visitor count. Family members accompanied with their children comprise major part of visitor ration which also include students and tourists visiting London. As London is tourist destination as well, it makes added advantage for London zoo to attract customers easily. Customers from entire UK are attracted to London zoo through various sources like tour promoters and other leisure destinations. The various operational factors that influence the competitiveness of the organisation are the factors like product and service design, the location of the business, the response time, flexibility of the processes, the cost of the products and services offered, inventory and supply chain management and the quality of the products and services offered to the customers (Nigel slack et.al, 2003). Inventory management is an important factor in operation management. Inventory management includes management of day to day process. Inventory process includes food for animals, service facility for customers which includes daily services offered in zoo. The service designed reflects on the interests and needs of customers. Seigel(1999) states that productivity and profits are key attribute which determine the cost of services offered in zoo. Improved quality of services increase the operational cost of organisation which in turn acts as food will factor for zoo. Malhotra et al.(2009). The service design process of London zoo influences the customers get better experience on their visit. Key determinant of operational management is employees of zoo. The service quality assured by employees is the main determinant in terms of competitiveness of competition. Skills posses by employees are important in this case. Employees need to be animal lovers who have higher passion towards caring inmates of zoo. Right service at right time is important for the zoo operation efficiency. Interaction of employees with visitors is important which an essential part of customer service is. Georgiadis et al.(2004) states that organisations used to fail on delivering accurate services mentioned on their objectives. Ignorance and negligence are the key factors where an employee leads to big mistake. Supporting visitors during their spending time in zoo is important, internal guides are established by authorities to direct visitors. Using less emphasis on service is another major erratic practice used by business

organisations. Deploying more employees during busy days is followed by authorities to support visitors for more safety and security. The development plan established during 1992 leads London zoo to existing stage. Evaluation of actual performance and reflection of radical changes implemented in London zoo is conducted through survey process. Structural changes incurred through organisational, financial and operational patterns. According to the mission statement of ZSL best practice is followed by presenting and keeping in accordance with higher priority for animal care. Filed conservation programmes are formulated by ZSL to improve the operational management of zoo. ZSL follows conversation biology philosophies and animal welfare policies to build up better quality services for customers. ZSL aims to conserve animal conversation through effective measures which is conveyed to customers through lectures, scientific meeting, and publication and award prizes for outstanding performance of employees. Eighteen determinants which used on the questionnaire support to actualise the reflection of implemented policies in operation management. Key access to zoo is ensured and takes the customer feedback on visitor access to zoo. Service environment and ambience is ensured through feedback on staff performance, goods and facilities offered in the zoo. Quality of food materials offered to customers is ensured by zoo authorities. Attentive nature of employees to visitors and their helpful nature of employees are evaluated through questionnaire. Cleanness and tidiness of tangible components inside zoo is important. Healthy nature of animals and proper feeding time is essential in operational management of zoo. Routine operations are established by zoo authorise with respect to habit nature of each animals and species. Animals showing illness are purposefully removed from front end of each section to special care sections provided by zoo authorities. Animal welfare policies of UK legislation are strictly followed in the zoo. Comforts of each animal are ensured by authorises through routine check up. Prevention of any hazard to animals through customers is monitored by allocated guards and security staff of organisation. Feeding time of each species is properly tracked to ensure health conditions. Waste foods after feeding are cleaned based on specific intervals to avoid insects hazards for animals and visitors. Childrens zoo is designed to entertain young people with added safety and security measures. Communication system inside the zoo is up to available communication standards of UK. Paid Telephone services are ensured by zoo authorities along with Wi-Fi connectivity for

visitors. Intercom services are entertained inside zoo to communicate between employees in different departments of zoo. Supporting staff are directed to help visitors in case of emergency attack from animals or any other severe health conditions of visitors. Accident management team is always ready in team to handle critical issues in zoo. With effective use of around 160 staff members in London zoo, visitors are entertained properly with added security measures. Each department of London zoo possess marketing, development, projects, animal manager, visitor and retail operations. Each department have leaflets and tiny gift boxes relating to animal care and information. Service quality research project conducted in 1995 under the monitoring of Dr Jo Gipps, evaluates each aspects of London zoo in terms of quality service. Public relation of London zoo is externally improved to increase visitor count towards zoo. For London zoo competitiveness in market with other leisure destinations play critical role. Service design and inventory management of London zoo is designed for maximum comfort offering to visitors and species. Walters(2006) states that operational strategies are executed and designed based on the influence from competitive. As there is no animal zoo of same type in London, ZSL plans to maintain London zoo as an international standard for operating zoo. Operational strategy designed by ZSL directs entire zoo and employees to perform better. Order qualifiers and order winners are important factors in developing ht right strategy for organisation. Order qualifiers are the minimum needs expected by visitors from London zoo. Availability of various departments in each section ensures the achievement of visitor needs in each section. Cleanness in zoo and energy possessed by animals in zoo is maintained to achieve the order qualifiers. The quality of service and price of entry and food products available in zoo are critical factors in order qualifiers. Lowson (2002) states that speed of delivery, price and product quality determines order winners and order qualifies for organisations. As part of the effective strategy established by ZSL micro and macro environment of London zoo is analysed before the questionnaire preparation process. Internal strength of London Zoo is analysed through SWOT analysis which determines the ability of London zoo to deliver better services in future. Opportunities and threat ain front London zoo will lead to take preventive measures for threats and action plans or opportunities. In operation management area developed strategies can be of two times which are time based strategies and quality based strategies. Strategic implementation is done based on the strategic analysis. The outcome of strategic analysis will offer various options of strategies at the end of service.

From these strategic options better options which are feasible to implement will be selected to implement as part of strategic implementation. The time based strategies are the strategies that focus on reducing the time that is required in delivering the product and service to the customer (James C. Craig, 2003). Efficient use of time based strategies can support London zoo to reduce the planning time, response time for customers and improved service at the end. Major factors which influence the stability of developed strategy for operation management is the speed, flexibility, quality, dependability and cost of implementing the strategy. As part of reflection based on the questionnaire several changes are initiated by ZSL to improve the service quality. Pitfalls in service quality are filtered through the feedback from visitors through questionnaire. Group based interviews with visitors offered collective issues on performance of London zoo operations and its services. Access to push chairs and emergency services are ensured through these collective interviews. ZSL conducts the survey during summer vacations to include the options form all segment of visitors including children. Individuals are interviews to get various opinions on operational aspects of London zoo. The results of questionnaire analysis reflect about the attendance variation and peak hour informations. Scaling and regression analysis is conducted as part of survey. All scores which are assigned to appropriate banding related the priority for each determinant. Operational management process is linked with each determinant of questionnaire. Even through the questionnaire attempt got a positive reflection from the customers. Security standards of London zoo was increased as part of reflection. In operations management strategy of organisation is important. ZSL succeeds to develop a winning strategy and find success in implementing that strategy effectively in practice. Proper inventory and routine check service of London zoo stabilise the operational quality in service. The key success factor of London zoo is the understanding of macro environmental factors effectively and management of internal operations appropriately. The friendly atmosphere in London zoo acts as a marketing tool where visitors share their experiences to others through mouth marketing. The key element of organisation success is the effective strategy and its implementation through better operational objectives. . Statistical process control helps to effectively define measure, compare, evaluate, correct and monitor the various operations that happen within the store. The variation of the quality and the processes can be easily tracked with the help of control charts and thereby the process quality can be improved (George W. Roberts, 1994).

The influence of technology based leisure segment alters the visitor count of London zoo. More technology based leisure options are attracting children and adults, who even affect the visitor count of London zoo in peak seasons. Customer analysis and competitor analysis are conducted by ZSL in frequent intervals. This frequent checkup on operational activities improves the service of London Zoo. Various entertainment options provided in London zoo attracts kids which makes interactive atmosphere around the location. Improvement and recommendations The key recommendation for London Zoo to improve its operational management in future is through the implementation of Enterprise resource planning software. Entire resources available in zoo can be properly managed through the support of this software at the end. Key elements of operations management can be easily determined and directed by this software have to implement better and efficient service levels in zoo. Implementation of total quality management (TQM) softwares also can support the administration of London zoo. TQM is a critical factor which is essential for London zoo. Breeding process and adopting rare species into zoo will attract more visitors to zoo. Clean and tidy atmosphere with better atmosphere will increase the satisfaction level of customers. The rise of operation cost due to inflation and high price of goods affects the ticket pricing strategy of London zoo. The offer prices allotted for kids and students attracts those categories ahead of this price hike. The price hike increases the cost of operations and inventory of London zoo. Reduction of spending nature among UK population as part recession affects the financial turnover of zoo. More cost effective marketing activities are essential to influence the communities to Visit London zoo. Conventional marketing strategies are used by London zoo in past years. Advertising measures like, leaflets, wall posters, flyers, information sharing through travel agents are mostly entertained in marketing section. New trends in marketing are needed to be included in strategy to reach customers effectively. ZSL holds a website which shares information about zoo and facility to book tickets. All vital informations are available through this website regarding London Zoo. Online marketing is a new trend which can attract more customers through online. Statistical information reflects that people spend more time in front of online sources. London Zoo can make use of this trend to do marketing activities online. Marketing processes through social Medias influence the presence of London zoo in online trends and can maintain a customer interaction directly.

Marketing operations through facebook, twitter and other social media websites will make a direct link with visitors. Facebook advertisement and other online advertisements will attract new customers to London zoo. With the existing service features and species count of London zoo, organisation can attract more customers through online marketing operations. More recreation activities inside zoo will attract visitors. While arranging recreational activities ZSL have to ensure the ecological habitat of each animals and their neighbourhood. Distractions to animals will affect the atmosphere of zoo which in turn builds more chaos at the end. Supply of quality foods include established brands can improve the operational aspects of London Zoo. Situation analysis for London zoo clearly identifies that upcoming London Olympics will bring more changes in customer count to zoo. The customer count seeking the leisure destinations in London will increase during the event days. As the biggest sporting event in world is going to happen in London itself, international tourists will definitely seek for more leisure destinations. The current situation in terms of operational management of London zoo is based on the preparations for more customers during Olympics. Feedback collection from customers can support lively performance of operation management. This feedback collection process can influence the improvement and new strategies for London zoo. Influencing prospective investors to adopt an animal can reduce the cost of operations. Adoption of each animal will effectively reduce cost on animals which in turn reflect on financial gain of London Zoo. Collecting personal information of visitors like email ids or social network links will support London zoo to keep track of visitors. Information about changes and new species in London zoo can be informed to past visitors to influence them for another visit. Special and attractive offers can be promoted for schools, colleges and other organisations to attract group of visitors to London zoo. Addition of new departments which is useful and linked to science and technology will attract research students around world to London zoo. Availability of these rare informations and lively experience influence research students and animal enthusiasts to the zoo. Recent survey conducted by ZSL reflects that 9 out of ten people recommend visiting London Zoo. They explain their experience to friends and relatives, which is an added value and reflection of operations management of London Zoo. Posting videos of newly arrived species will attract more customers.

In operations level adoption of new technological stance to zoo can improve the quality of service and customers satisfaction. Lively experiences like under water penguin cam and sleep over bed bugs can increase the enthusiasm of prospective customers. Adding more collections to the existing library of Zoo will increase core competency of organisation. Monitoring work perception and job evaluation is essential which intensifies the performance level of employees. Decision making as part of operations management is critical. Both process are intertwines in zoo management. Handling risk and uncertainty factors are highly influential in operational performance. Identification of potential issues in early stages can omit the risk of occurrence of those critical incidents. Tactical measures taken by employees need to be based on the strategy of organisation. Each and every minute operations of Zoo need to be observed with support of efficient mangers of each department. Customer response needs to be taken while taking critical decision in zoo. Objective of zoo to offer better experience to customers need to be reflected in each operational activities. Decision making process is important in operations management. Dependability, quality, cost, speed and flexibility of employees are important in operations management. Quality control measures need to be improved through adoption of better software, quality improvement policies and employee training policies. Various quality control measures like benchmarking and other quality improvement measures can be used in zoo. Environment quality, animal healths are important and food qualities are important in customer service. Focus on these factors will bring integrated value of London Zoo. Questionnaires need to be building annually to get response from the customers for further improvement of London zoo. The overall performance of London Zoo can be improved through the implementation of quality measures and animal welfare policies effectively.

Conclusion ZSL can improve the service of the zoo through implementing the recommendations provided above. Specific measures can be taken on online marketing processes. Google ad words and search engine optimisation tools can be used to get better positions in search engines. Travel study strategy and tourism development of London tourism is important for London zoo. ZSL have to be part of efforts taking by government authorities and other travel operators to attract more international and regional visitors to London. Attracting international customers

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will be a prospective process in near future of London Zoo. Upcoming Olympics will be a great opportunity for ZSL to attract more visitors to zoo. London Olympics will bring more international tourists to London. ZSL can inform these tourists about the presence of the zoo and its attractive features. ZSL can conserve animals in zoo through more international sponsorships from these tourists. The one month Olympics event will bring millions of tourists to London. The competitive edge of London zoo need to be improved during this period to take competitive advantage on other leisure destinations in UK. Feedback collection from customers can support lively performance of operation management. Pitfalls in service quality are filtered through the feedback from visitors through questionnaire. Group based interviews with visitors offered collective issues on performance of London zoo operations and its services. This feedback collection process can influence the improvement and new strategies for London zoo. Influencing prospective investors to adopt an animal can reduce the cost of operations. Adoption of each animal will effectively reduce cost on animals which in turn reflect on financial gain of London Zoo. Access to push chairs and emergency services are ensured through these collective interviews. ZSL conducts the survey during summer vacations to include the options form all segment of visitors including children. Individuals are interviews to get various opinions on operational aspects of London zoo. The results of questionnaire analysis reflect about the attendance variation and peak hour informations. Scaling and regression analysis can be conducted as part of survey. Promotional pricing can be implemented during Olympics to get competitive advantage over rival leisure destinations.

References Andrzej Huczynski and David Buchanan(2001) Organizational Behaviour, 4th edition, Essex, pearson education ltd David R Bamford, Paul L Forrester (2010) Essential guide to operations management: concepts and case, Hoboken, John Wiley and sons. R.Dan Reid and Nada R sanders (2010) Operations management : an integrated approach, Hoboken, John Wiley & sons.

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Nigel S, Stuart C, Robert J( 2010) `Operations management, harlow, Financial times Prentice hall J. Mederedith, Scott M shafer( 2011) Operations management, Hoboken, Wiley Publishing. Heizer Jay, Barry Hender(2011) `Principles of Operations management, London, pearson education ltd. http://www.zsl.org/zsl-london-zoo/[ 17 May 2012] http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=3719&Title=ZSL_Lon don_Zoo_%E2%80%98Gorilla_Kingdom%E2%80%99_opening [ 17 may 2012] R. Johnston, Stuart Chambers, Christines Harland, Alan Harison, Nigel Slack (2003) Cases in operations management,3rd edition, Prentice hall.444-457