Essay on Case Study

Submitted By 19901211
Words: 1771
Pages: 8

CASE STUDY

SUPERSHUTTLE: A Franchise Company in New York

CONTENTS

1. Introduction……………………………………………………………………………………………………………1 2. Managing People and Relationships …………………………………………………………………….1 2.1 The Relationship between Supershuttle and the Customer (Geoff Southern) 2.2 To Solve Problems and Improve Service Quality 3. Managing Information for Decision Making…………………………………………………………….3 3.1 How the Demand in the Market is Learned 3.2 How the Demand Can Be Predicted 4. Managing Operational Finance……………………………………………………………………………….4 4.1 Identify the Relevant Costs 4.2 Alternative Operating Policies and the Effects of Seasonality and Day Variation 5. Conclusion……………………………………………………………………………………………………………….5 6. References………………………………………………………………………………………………………………6

CASE STUDY: SUPERSHUTTLE

1. INTRODUCTION:
A service is something that the public needs, such as transport or communication facilities, which is provided by an organisation. Due to increasing population, the demand for transportation has grown significantly and as a consequence of this, transportation companies are becoming more widespread and altering their forms of services. Supershuttle is a franchise company and the company yields “door-to-door service” to 8 million passengers per year (Supershuttle.com, 2012). The company website can be utilized by customers to book an appointment or to communicate with the customer service or company manager. This essay attempts an overview of Supershuttle and its organizational structure.
Firstly, this essay will explain the principal problems between Supershuttle and a customer (Geoff Southern) and express what the company should do to solve the problems and develop service quality. Secondly, it will examine what data would be useful for Supershuttle to realise the demand and how the company to meet this demand. Next, it will define relevant costs such as overheads or fixed costs, variable costs and quasi-fixed costs and whether the company should use alternative operating policies. Finally, it will explain how the company should use its own resources for different time periods. This is followed by the conclusion.

2. Managing People and Relationships 2.1 The Relationship between Supershuttle and the Customer (Geoff Southern)
“The most essential factor for effective communication is an effective organisation” (Castledine, 2012). In order to establish effective relationship with customers and understand the organizational structure and its environment, the company management requires information concerning external such as customers, suppliers or society and internal relationships such as company workers (Boddy, 2005). The most principal and external factor for companies is customer satisfaction because the customer satisfaction and loyalty is the target of organization (Castledine, 2012). Although Supershuttle is promised to provide safe, efficient and convenient transportation to customers, the company did not fulfil its own obligations on time. Furthermore, to yield a good service and find a quick solution to problems, the internal relationship between company and customer service or drivers and call centre should be conducted very sufficiently by the organization.

2.2 To Solve Problems and Improve Service Quality
More than 8 million passengers use Supershuttle per year. Because of this huge number, it is extremely complicated for the company to establish effective relationships with their customers and company and customer encounter many serious conflicts when they utilize the company. In the organization there are internal and external problems. The internal problem is a lack of communication between the company and customer service. For example, Geoff Southern called the customer service three times and they said the car would be arriving…