Harvard Case - Chengdu Research Base of Giant Panda Breeding: Queueing Challenges
"Chengdu Research Base of Giant Panda Breeding: Queueing Challenges" Harvard business case study is written by Meng Zhang, Kaixuan Qin, Jing Chen, Shilei Yang. It deals with the challenges in the field of Operations Management. The case study is 14 page(s) long and it was first published on : Sep 11, 2023
At Fern Fort University, we recommend a comprehensive approach to address the queueing challenges at the Chengdu Research Base of Giant Panda Breeding. This approach focuses on a combination of operational strategy, supply chain management, technology and analytics, and process improvement, aiming to optimize visitor flow, enhance the panda breeding program, and ensure a positive visitor experience.
2. Background
The Chengdu Research Base of Giant Panda Breeding is a world-renowned facility dedicated to the conservation and research of giant pandas. The base faces significant challenges due to the increasing number of visitors, leading to long queues and overcrowding. This negatively impacts the visitor experience and potentially jeopardizes the well-being of the pandas.
The case study highlights the following key issues:
- Long waiting times: Visitors often face lengthy queues for various attractions, including panda viewing, feeding sessions, and educational programs.
- Overcrowding: The limited space and high visitor numbers create a sense of congestion, detracting from the overall experience.
- Limited resources: The base has limited staff and infrastructure to manage the growing visitor numbers effectively.
3. Analysis of the Case Study
To analyze the situation, we can apply the Theory of Constraints framework, which identifies the most limiting factor in a system. In this case, the bottleneck lies in the limited capacity of the facilities to accommodate the influx of visitors. This bottleneck manifests in the form of long queues and overcrowding.
Furthermore, the Operations Strategy framework can be applied to understand the current situation and develop potential solutions. The base currently operates with a product-focused strategy, prioritizing the well-being of the pandas. However, the increasing visitor numbers require a shift towards a process-focused strategy that optimizes visitor flow and experience.
4. Recommendations
To address the queueing challenges, we recommend the following:
1. Implement a Queue Management System:
- Technology and Analytics: Invest in a digital queue management system with features like online booking, virtual queuing, and real-time queue updates. This will allow visitors to book their time slots in advance, reducing on-site wait times.
- Process Design: Implement a system for managing visitor flow, directing them to different attractions based on their booked time slots and ensuring a smooth experience.
2. Optimize Facility Layout and Capacity:
- Facilities: Analyze the current layout and identify areas for improvement, such as expanding viewing areas, creating dedicated pathways, and optimizing the flow of visitors.
- Capacity Planning: Develop a plan to increase the capacity of the base, potentially through the construction of additional exhibits or the creation of dedicated areas for specific activities.
3. Enhance Staff Training and Communication:
- Change Management: Train staff on the new queue management system and visitor flow procedures, ensuring they are equipped to provide clear instructions and assistance to visitors.
- Service Management: Implement strategies to improve customer service, including providing informative signage, offering multilingual support, and creating a welcoming atmosphere.
4. Leverage Technology for Information and Engagement:
- Information Systems: Develop interactive digital displays and mobile applications to provide visitors with information about the pandas, conservation efforts, and the base's history.
- Digital Transformation: Integrate interactive elements into the visitor experience, such as augmented reality tours or virtual reality simulations, to enhance engagement and learning.
5. Implement a Strategic Marketing Plan:
- Marketing: Develop a marketing plan to manage visitor expectations, communicate the new queue management system, and promote the base's conservation efforts.
- Demand Forecasting: Utilize data and analytics to forecast visitor numbers and adjust marketing strategies accordingly.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies and Consistency with Mission: The recommendations align with the base's mission of conservation and research by ensuring a positive visitor experience without compromising the well-being of the pandas.
- External Customers and Internal Clients: The recommendations address the needs of both visitors and staff, creating a more efficient and enjoyable experience for all.
- Competitors: The recommendations aim to differentiate the base from other wildlife attractions by offering a more efficient and engaging visitor experience.
- Attractiveness: The proposed solutions are expected to increase visitor satisfaction, improve operational efficiency, and enhance the base's brand image.
6. Conclusion
By implementing these recommendations, the Chengdu Research Base of Giant Panda Breeding can effectively address the queueing challenges, optimize visitor flow, and create a more positive and memorable experience for visitors. This will contribute to the base's success in conservation efforts and research, while also enhancing its reputation as a premier wildlife attraction.
7. Discussion
Alternative solutions include:
- Limiting visitor numbers: This could create a more controlled environment but would also limit the base's revenue potential.
- Shifting to a reservation-only system: This could eliminate queues but might require more staff and infrastructure.
Risks associated with these recommendations include:
- Cost of implementation: Implementing new technology and infrastructure requires significant investment.
- Resistance to change: Staff and visitors may resist the changes to the current system.
- Technological challenges: The effectiveness of the digital systems depends on their reliability and user-friendliness.
8. Next Steps
- Phase 1 (Short-term): Implement a digital queue management system and train staff on its use.
- Phase 2 (Medium-term): Analyze the current facility layout and identify areas for improvement.
- Phase 3 (Long-term): Develop a plan for expanding the base's capacity and implement a comprehensive marketing strategy.
By following these steps, the Chengdu Research Base of Giant Panda Breeding can effectively address the queueing challenges and create a more sustainable and successful future for the facility.
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Case Description
The Chengdu Research Base of Giant Panda Breeding was a world-renowned giant panda research institution and tourism destination and had successfully attracted millions of tourists since its opening. The surge in tourists, however, had also increased pressure to provide a tourist-friendly experience, and long wait times generated more complaints than any other issue. Tourists experienced long queues at the ticket offices and at the entrances of the panda house and delivery room, which greatly impacted their experience. Moreover, long queues also created other issues, such as managing crowding and the negative impacts on the giant pandas' emotional and psychological health as a result of the noise generated by tourists waiting in lines.
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