Operations Management Assignment

Divya Deva
122023604023
MBA General

What is Operations Management?

Operations Management can be defined as a study that
focuses on planning, scheduling, use, and control of
manufacturing or service organization, through design
engineering, industrial, management information systems,
production management, accounting, and other functions as
they affect the operations.
What is Plant Location Planning?
Location is the function of determining where the plant should
be located for maximum operating economy and
effectiveness.
Factors Influencing location
 Availability of raw materials
 Nearness to market
 Transport facilities
 Soil and climate
 Taste and preference of people
Dunkin Donuts
The story of Dunkin’ Donuts began in 1948 with a donut and coffee
restaurant in Quincy, Massachusetts, called “Open Kettle.” Founder
William Rosenberg served donuts for five cents and premium cups of
coffee for ten cents. After a brainstorming session with his executives,
Rosenberg renamed his restaurant “Dunkin’ Donuts” in 1950. His
goal was to “make and serve the freshest, most delicious coffee and
donuts quickly and courteously in modern, well-merchandised
stores,” a philosophy that still holds true today.

Dunkin Donuts failure in India

However, one of the most renowned donut shops in the world,

Dunkin’ Donuts, couldn’t wow the Indian market.
In 2018, the Massachusetts-based coffeehouse and donut company had
to close more than half of its outlets in India. All the states, even
different regions within that state, have disparate eating cultures.
Which contrasts heavily with western habits. 
Well, this is where the company miscalculated.
Although, culturally speaking, most people prefer to have breakfast,
the first meal of the day, at home, with their family. So, the franchise,
founded to cater to the needs of the American office-goer, who
usually takes breakfast on the go, could not find footing in the Indian
market.

Indians see doughnuts as a ‘dessert’ more than a breakfast item.

Hence, the stores were seen as a ‘sweet shop’ rather than a breakfast
place, as around the world. Thus, adapting to this change adopted a
new strategy and changed to a “‘PM’ shop rather than an ‘AM’ shop.”

To attract customers, it also entered into the fast-food sector and

expanded its menu to include burgers. Variants of the traditional
doughnut (like Kesar badam donut) helped in catering to the taste
buds of the Indian consumer.

Best alternatives:

 Making cost efficient

 Change in the market strategy
 Knowing the taste and preference of the customers.
Conclusion

Because of the product and premium pricing, Dunkin’ Donuts had,

and is still having, a hard time growing their business. Not saying the
business will go extinct. The Indian market is huge, and there might
always be someone who would want to try the company’s menu every
once in a blue moon. However, long-term growth is expected to be
slow in case of this company.