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Aussie Tasty Lobsters eLogistics Case Study

Mr Jim Jones, president and CEO of Aussie Tasty Lobsters (an Australian lobster exporting business), had just returned from a Skype-call with Mr Xin Fong, president and CEO of the Mandarin Oriental Restaurant in Shanghai China. He immediately sat down and wrote the following email message to all his senior staff:

I need your collective wisdom and input to help me respond to a challenge given to me by Mr Fong of the Mandarin Oriental Restaurant: ORDER YOUR PAPER NOW

The Mandarin Oriental Restaurant, as you know, has been one of our best customers for many years. Our growth has been linked to its growth since we are one of its major lobster providers. As it expanded its customer base throughout Shanghai China, we have expanded our lobster exporting to meet its requirements.

Our founder, Mrs Sarah Smith, was a friend of the three founders of the Mandarin Oriental Restaurant. While that personal relationship has changed with changes in both our organisations, Aussie Tasty Lobsters has maintained a partnership approach with the Mandarin Oriental Restaurant. My belief is that if it wins, we win.

The Mandarin Oriental Restaurant, according to Mr Fong, has been faced with a growing level of complaints both directly and indirectly in Shanghai where its restaurant is located. These complaints relate to the cost of its lobsters, their taste and freshness. In some cases, its customers have complained that they became sick after eating our lobsters. Now, Mr Fong is under pressure from his management team to improve the restaurant’s reputation.

According to Mr Fong, he has to reduce his restaurant’s costs and increase its profitability. Transportation from the Mandarin Oriental’s warehouse to its restaurant is a major part of its costs. Also, our ability to deliver their orders in a timely and responsive manner, from reputable upstream lobster fishermen in Australia, through export and into China impacts significantly on lobster taste, freshness and food safety for the restaurants customer.

Therefore, Mr Fong would like our management team to consider what we could do to help. We need to be creative and think of ourselves as a supply chain partner with the Mandarin Oriental Restaurant to solve this problem.

Help Jim Jones develop an eLogistics proposal to respond to Mr Fong by answering the following questions:

Question 13. Use the eLogistics framework to describe the case study and its eLogistics properties of supply chains, logistics and information technology. [10 marks]: ORDER YOUR PAPER NOW
Question 14. Critically analyse and evaluate the eLogistics of the case study. [10 marks]
Question 15. Use the eLogistics framework to make some recommendations to improve the Seven Rights (7R’s) of the supply chain logistics in the case study example. [10 marks]
Question 16. Use the eLogistics framework to critically review the advantages and disadvantages to the successful implementation of your recommendations. [10 marks]

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