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Rizvi, Abbas Raza (2009) How to Formulate the Operation Strategy that can be a source of Competitive Advantage to Rainmaking Company? [Dissertation (University of Nottingham only)] (Unpublished)

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Abstract

Operations strategy is the heart and soul of every organisation. It is a process that every firm employs to stay competitive in the market. However, not many are acquainted about its deep seated relationship to value creation for customers and sustainable competitive advantage for the firm. This inability to understand this relationship leads them to choose wrong strategies for the organisation that obviously hamper its growth, limits its profits and in the longer run bring detriment to its mere survival.

This dissertation, therefore, commences by first exploring the importance of operations strategy in today’s business world and later shows the process of formulation of operations strategy in a health care service providing firm. Highlighting the significant aspect, how operations strategy is linked to value creation and competitive advantage? As this dissertation was based on the project carried out for Rainmaking Denmark, a venture capitalist firm, which looks forward to enter the UK fertility clinic industry with the support of its business angels. Therefore, this report presents a unique delivery model in a form of detailed operations strategy plan for Rainmaking that they should employ to achieve sustainable competitive advantage and simultaneously create value for fertility patients. Bearing in mind to limit the choice of only those operations strategies that can be realised and that can bring fruitful results in five years time; as Rainmaking being a venture capitalist firm wishes to exit this business in fifth year of its operation.

In order to formulate the operations strategies for Rainmaking an extensive desktop market research was carried out to explore the operations of more than 100 UK fertility clinics, the requirements of UK fertility regulatory bodies ( like HFEA, NICE ), the expectations of customers through their blogs on various infertility network websites and operation models of famous foreign fertility clinic ( US, Canada and Europe). This was followed by comprehensive analysis and depiction of data in the form of tables and pie charts. Then a questionnaire was designed that entailed all those areas that were unexplored, required clarification or in depth knowledge. Later interviews, based on that questionnaire, were conducted with various unit managers and executives of UK fertility clinics. The data collected through these channels was finally used in the formulation of operations strategy for Rainmaking through the process discussed in literature review.

Item Type:	Dissertation (University of Nottingham only)
Depositing User:	EP, Services
Date Deposited:	13 Nov 2009 15:25
Last Modified:	21 Mar 2022 16:05
URI:	https://eprints.nottingham.ac.uk/id/eprint/23216

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