Harvard Case - Multiple Sclerosis Society of Canada: London-Grand Bend Bicycle Tour
"Multiple Sclerosis Society of Canada: London-Grand Bend Bicycle Tour" Harvard business case study is written by Carol Prahinski, Thomas Kwan-Ho Yeung. It deals with the challenges in the field of Operations Management. The case study is 7 page(s) long and it was first published on : Oct 13, 2005
At Fern Fort University, we recommend the Multiple Sclerosis Society of Canada (MSSC) implement a comprehensive strategy to optimize the London-Grand Bend Bicycle Tour, focusing on enhancing operational efficiency, improving participant experience, and maximizing fundraising potential. This strategy will involve a combination of operational improvements, technology integration, and strategic partnerships.
2. Background
The MSSC London-Grand Bend Bicycle Tour is a major fundraising event for the organization, attracting hundreds of participants annually. The event faces several challenges, including:
- Limited resources: The MSSC relies heavily on volunteers and has limited staff dedicated to managing the tour.
- Operational inefficiencies: The event's logistics, including registration, check-in, route management, and support services, are not optimized for efficiency.
- Lack of data-driven decision making: The MSSC lacks a robust data collection and analysis system to understand participant needs and optimize event operations.
- Limited marketing reach: The MSSC struggles to reach new audiences and attract a wider range of participants.
3. Analysis of the Case Study
This case study can be analyzed through the lens of operations management, focusing on the following key areas:
- Operations Strategy: The MSSC needs to develop a clear operations strategy for the bicycle tour, aligning with its overall fundraising goals and participant experience objectives.
- Supply Chain Management: The event's supply chain, from registration to participant support, needs to be streamlined and optimized for efficiency.
- Logistics: Improving logistics, including transportation, route management, and support services, is crucial to ensure a smooth and enjoyable experience for participants.
- Inventory Management: The MSSC needs to optimize inventory management for essential supplies, including food, water, and medical equipment.
- Information Systems: Implementing robust information systems for registration, communication, and data collection will enhance operational efficiency and enable data-driven decision making.
- Marketing: The MSSC needs to develop a comprehensive marketing strategy to reach new audiences and attract a wider range of participants.
4. Recommendations
Operational Improvements:
- Process Design & Improvement: Conduct a thorough process analysis of the entire event, from registration to post-event activities, identifying bottlenecks and areas for improvement. Implement lean manufacturing principles to streamline processes, reduce waste, and improve efficiency.
- Capacity Planning: Conduct thorough capacity planning for all event aspects, including registration, food services, medical support, and accommodation, to ensure adequate resources are available to accommodate the expected number of participants.
- Logistics Optimization: Implement a robust logistics plan, including route optimization, transportation management, and efficient distribution of supplies. Utilize technology like GPS tracking and real-time communication systems to enhance logistics efficiency.
- Inventory Management: Implement a Just-in-Time (JIT) inventory system for essential supplies, minimizing waste and ensuring timely delivery.
- Volunteer Management: Develop a comprehensive volunteer management system, including training, clear responsibilities, and communication channels, to ensure efficient and effective volunteer support.
Technology Integration:
- Information Systems: Implement a comprehensive information system, potentially using an Enterprise Resource Planning (ERP) system, to manage registration, participant data, communication, and event logistics.
- Data Analytics: Utilize data analytics to understand participant demographics, preferences, and feedback, enabling data-driven decision making for event planning and marketing.
- Mobile App: Develop a mobile app for participants, providing real-time information, navigation, communication, and support services.
Strategic Partnerships:
- Sponsorship: Seek out sponsorships from businesses and organizations aligned with the MSSC's mission, providing financial support and marketing opportunities.
- Community Engagement: Partner with local businesses and organizations to offer discounts, promotions, and support services to participants.
- Collaboration with Other Charities: Explore collaborations with other charities to leverage resources and expand the event's reach.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core Competencies: The MSSC's core competencies lie in fundraising and promoting awareness for MS. The recommendations align with these competencies by focusing on improving event efficiency and maximizing fundraising potential.
- External Customers: The recommendations prioritize the participant experience, ensuring a smooth, enjoyable, and safe event.
- Internal Clients: The recommendations aim to improve the efficiency and effectiveness of the MSSC staff and volunteers, enabling them to focus on their core tasks.
- Competitors: The recommendations consider the competitive landscape of similar fundraising events, aiming to differentiate the MSSC event through improved efficiency, technology integration, and participant experience.
- Attractiveness: The recommendations are expected to increase participant satisfaction, improve fundraising outcomes, and enhance the overall efficiency of the event, leading to positive financial and social returns.
6. Conclusion
By implementing these recommendations, the MSSC can transform the London-Grand Bend Bicycle Tour into a more efficient, engaging, and successful fundraising event. The combination of operational improvements, technology integration, and strategic partnerships will enhance the participant experience, maximize fundraising potential, and strengthen the MSSC's brand.
7. Discussion
Alternatives:
- Outsourcing event management: The MSSC could consider outsourcing the entire event management to a specialized company, potentially reducing internal workload but potentially increasing costs and losing control over the event.
- Focusing solely on fundraising: The MSSC could prioritize fundraising over participant experience, potentially leading to lower participant satisfaction and long-term negative impacts on the event's reputation.
Risks:
- Technology implementation challenges: Implementing new technology systems can be complex and time-consuming, requiring careful planning and execution.
- Financial constraints: Implementing all recommendations may require significant financial investment, requiring careful budgeting and resource allocation.
- Participant engagement: Attracting and retaining participants requires ongoing efforts to ensure the event remains engaging and relevant.
Key Assumptions:
- The MSSC has the necessary resources and commitment to implement these recommendations.
- Participants are willing to embrace technology and engage with the event through digital platforms.
- The MSSC can successfully secure sponsorships and partnerships to support the implementation of these recommendations.
8. Next Steps
Timeline:
- Phase 1 (Months 1-3): Conduct thorough process analysis, develop a comprehensive operations strategy, and identify potential technology solutions.
- Phase 2 (Months 4-6): Implement key operational improvements, including process streamlining, capacity planning, and logistics optimization.
- Phase 3 (Months 7-9): Implement technology solutions, including information systems, data analytics, and a mobile app.
- Phase 4 (Months 10-12): Secure sponsorships and partnerships, launch marketing campaigns, and refine event operations based on feedback.
Key Milestones:
- Completion of process analysis and operations strategy development (Month 3)
- Implementation of key operational improvements (Month 6)
- Launch of information systems and mobile app (Month 9)
- Securing major sponsorships and partnerships (Month 12)
By following these recommendations and adhering to the proposed timeline, the MSSC can significantly improve the London-Grand Bend Bicycle Tour, maximizing its fundraising potential and strengthening its commitment to supporting individuals living with MS.
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Case Description
The senior manager of the Multiple Sclerosis Society of Canada, Ontario Division is working on the next fundraising event, the bicycle tour. She must plan the routing activities, while also concerned about cyclists' safety and enjoyment while participating in the event. Students will apply project management tools such as PERT/CPM diagrams and critical path while recognizing and managing for uncertainty in task duration times.
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