Operation Management

Case study
Assignment # 2

Submitted by: Muhammad Talha

Roll No: 190277
Submitted To: sir Umer Ghauri
BBA-5B
AUSOM
Question # 1. How should Domino's as a company respond to this event?

There are a few concrete steps that will help dominos as a company to respond at this event:
 Changing hiring methods. the company should conduct a review of hiring practices
"to make sure that people like this don't make it into our stores”
 Create a Face. Think about Facebook or Twitter accounts where users have not yet
uploaded a photograph. Kind of leaves you cold, right? Humanize your company by
creating a face for it. Select either the CEO or your best corporate spokesperson and
brand them across all social media channels. Market capital flows from high social
capital, and an authentic company spokesperson
 Advocate for Your Brand. Social media is not just for crisis management or new
product releases. On the contrary, these communication channels are participatory and
can be used to resolve problems and build bridges to connect with your customers. A
brand advocate can be employed to stay at the forefront of the company's social media
connections, to help shape the external perception of the company. The brand
advocate's role must be transparent and ought to be viewed as a way to exchange
information with customers and fans. Engagement on Facebook, Twitter and in the
blogosphere should be active, timely and honest, and concerns that arise should be
addressed in real time. Efforts at simple self-promotion will quickly be exposed as
disingenuous. Topics that do surface have tremendous value for a learning
organization, and must be catalogued and reviewed by senior management on a
regular basis.
 Articulate Brand Values. Insight into a company's core values and business
philosophies will put your brand in a better light. Use social media to articulate your
brand values. Talk about philanthropic or environmental causes, as well as the
charitable organizations your company supports. Manage social media channels as an
organizing principal to invite customers to join your employees in programs like fun
runs, food drives or altruistic endeavours. These activities provide a more
comprehensive picture of the company, and the positive associations will help to
establish you as more than just a purveyor of products or services. At its best,
articulating brand values demonstrates good will and shows that a company has a
heart. This can help sustain your brand through difficult times.
 Blog. Domino's should create a blog on its website, where the company can highlight
great deals, new marketing campaigns, and, yes, the fact that 99.9% of its employees
do not spit on the food.
 Go Back to Its Base. Whether they're pepperoni junkies or hungry college kids,
Domino's customers are extremely loyal. And now more than ever, the company
needs to tap into this crust-chomping base. Domino's can gather the names of all
customers who have offered positive feedback over the last couple of years, and send
those people a quick letter or e-mail saying: This incident is isolated, we appreciate
your business and, please, encourage your friends to stick with us too. "Managing
brand influencers is so critically important,"
 Update Wikipedia. Wikipedia a "reputational broker," a gateway through which
financial analysts, the media and even current and future customers come in contact
with the brand.
  Friend Google. If you searched for "Domino's" on Google on April 17, the video,
entitled "Disgusting Domino's People," was the third result (the president's video
apology, entitled "Disgusting Dominos People — Domino's Respond," was the
fourth). If you searched for "Domino's and disgusting," the whole first page of results
dealt with the incident. One link scream "Never Eat at Dominos Again." The
company has to move more aggressively to cancel out the negative reinforcement in
the Google results. Domino's could, for example, purchase ads from Google that
would appear at the top right corner of the page of "Domino's" search results. The ad
could say "Domino's Apologizes" and link to the video from the company executive.

Question # 2. If you were the Operations Manager of that particular Domino's Branch, what
would be your immediate course of action as (1) a response and also (2) to prevent such things
from happening in future?

Immediate action:
First, when a company makes a mistake and bad news starts to spread in social media, being
an operation and crisis manager will react quickly, admit mistakes and apology appropriately.
This will confirm the positive effect of manager’s apologies in social media, Twitter and
YouTube. Second, I will start conversations in social media during normal times, not just
after a crisis hits the organizations. Third, considering the speed at which bad news spreads, I
will prepare to respond within hours, not within days.

For long term (future)

 I will manage the organization’s online reputations through search engine
optimization (SEO)
 Process approaches and policy development;
 I will span the boundaries of cyberspace and social media for potential crises and for
potential stakeholder groups that can be impacted and affected and conducted a study
on boundary spanning, concluding that “organizations should focus on recruiting,
attracting, and nurturing those online users with high levels of enduring involvement
and social identity,” i.e., highly engaged social media users.
 Pre-event planning;
 Partnership with the public;
 Listen to the public’s concerns and understand the audience;
 Honesty, candour, and openness;

 Collaborate and coordinate with credible sources;

 Meet the needs of the media and remain accessible;
 Communicate with compassion, concern and empathy;
 Accept uncertainty and ambiguity; and Messages of self-efficacy.
 I will apply new principles and best practices need to be developed to determine what
messages or images from which stakeholder groups will tip towards a crisis.