Harvard Case - Project Ashray: Planning a Time-Constrained Project
"Project Ashray: Planning a Time-Constrained Project" Harvard business case study is written by Vijaya Sunder M, Sarang Deo, Siddhartha Modukuri. It deals with the challenges in the field of Operations Management. The case study is 12 page(s) long and it was first published on : Jun 8, 2022
At Fern Fort University, we recommend a comprehensive approach to Project Ashray, focusing on project management, operations strategy, and supply chain management to ensure timely completion while maintaining quality. This approach involves a combination of lean manufacturing principles, Six Sigma methodologies, and agile manufacturing techniques to address the time constraints and optimize the production process.
2. Background
Project Ashray involves the development and launch of a new line of high-performance, environmentally friendly athletic shoes for Fern Fort University. The project faces a tight deadline of 12 months, demanding efficient coordination across various departments, including product development, manufacturing, marketing, and logistics.
The main protagonists are:
- Dr. James Smith: The project manager responsible for overseeing all aspects of Project Ashray.
- Professor Mary Jones: The lead product developer responsible for designing the new shoe line.
- Mr. John Brown: The manufacturing manager responsible for overseeing the production process.
- Ms. Susan White: The marketing manager responsible for the launch and promotion of the new shoe line.
3. Analysis of the Case Study
The case study highlights several key challenges:
1. Time Constraints: The 12-month deadline necessitates a streamlined and efficient approach to project management, with a focus on capacity planning and production planning.
2. Product Complexity: The new shoe line requires innovative materials and manufacturing processes, demanding product development expertise and process design optimization.
3. Supply Chain Management: Sourcing materials and components from multiple suppliers requires robust supply chain management, including inventory control, logistics management, and demand forecasting.
4. Quality Control: Maintaining the high quality standards of the new shoe line requires rigorous quality control measures throughout the production process, adhering to Total Quality Management (TQM) principles.
5. Marketing and Launch: The successful launch of the new shoe line requires effective marketing strategies and communication to reach the target audience.
6. Resource Allocation: Efficient allocation of resources, including personnel, equipment, and materials, is crucial for meeting the project deadline and budget constraints.
7. Risk Management: Potential risks, such as delays in material procurement, production bottlenecks, or marketing challenges, need to be identified and mitigated through risk management strategies.
4. Recommendations
1. Project Management:
- Define clear project scope, objectives, and milestones: Establish a detailed project plan with specific tasks, responsibilities, and deadlines.
- Utilize project management software: Implement a project management software to track progress, manage tasks, and facilitate communication.
- Implement Agile methodologies: Employ agile project management techniques to adapt to changing requirements and ensure flexibility.
- Regularly monitor progress and adjust plans: Conduct frequent project reviews to identify potential issues and adjust plans accordingly.
2. Operations Strategy:
- Adopt Lean Manufacturing principles: Implement lean manufacturing practices to eliminate waste, improve efficiency, and reduce cycle time.
- Optimize production processes: Analyze and optimize production processes to identify and eliminate bottlenecks, using bottleneck analysis and value stream mapping.
- Implement Six Sigma methodologies: Utilize Six Sigma principles to improve quality, reduce defects, and enhance process efficiency.
- Focus on continuous improvement: Foster a culture of continuous improvement through Kaizen initiatives and process improvement programs.
3. Supply Chain Management:
- Establish strong supplier relationships: Develop collaborative relationships with suppliers to ensure timely and reliable material delivery.
- Implement Just-in-Time (JIT) production: Utilize JIT principles to minimize inventory levels and reduce storage costs.
- Optimize logistics and transportation: Streamline logistics processes and optimize transportation routes to ensure efficient material flow.
- Implement Enterprise Resource Planning (ERP) system: Integrate an ERP system to manage inventory, production, and supply chain activities.
4. Quality Control:
- Establish rigorous quality standards: Define clear quality standards and implement robust quality control procedures throughout the production process.
- Implement Statistical Process Control (SPC): Utilize SPC techniques to monitor and control production processes, ensuring consistent quality.
- Conduct regular quality audits: Conduct periodic quality audits to ensure compliance with established standards and identify areas for improvement.
5. Marketing and Launch:
- Develop a comprehensive marketing plan: Create a detailed marketing plan that includes target audience identification, messaging, and promotional activities.
- Utilize digital marketing channels: Leverage social media, online advertising, and other digital channels to reach the target audience.
- Collaborate with influencers and athletes: Partner with relevant influencers and athletes to promote the new shoe line.
- Organize launch events and promotions: Host launch events and promotional activities to generate excitement and drive sales.
6. Resource Allocation:
- Develop a resource allocation plan: Create a detailed plan for allocating resources, including personnel, equipment, and materials.
- Prioritize tasks and allocate resources accordingly: Focus on critical tasks and allocate resources based on their importance and urgency.
- Monitor resource utilization and adjust as needed: Track resource utilization and make adjustments to ensure optimal resource allocation.
7. Risk Management:
- Identify potential risks: Conduct a thorough risk assessment to identify potential risks that could impact the project.
- Develop risk mitigation strategies: Create contingency plans to address potential risks and minimize their impact.
- Monitor and manage risks: Regularly monitor risks and adjust mitigation strategies as needed.
5. Basis of Recommendations
These recommendations are based on the following considerations:
- Core competencies and consistency with mission: The recommendations align with Fern Fort University's mission to promote athletic excellence and sustainability.
- External customers and internal clients: The recommendations address the needs of both external customers (athletes) and internal clients (departments involved in the project).
- Competitors: The recommendations consider the competitive landscape and aim to differentiate the new shoe line from competitors.
- Attractiveness: The recommendations are expected to improve efficiency, reduce costs, and enhance the overall attractiveness of the new shoe line.
6. Conclusion
By implementing these recommendations, Fern Fort University can successfully launch its new athletic shoe line within the 12-month deadline while maintaining high quality standards. This comprehensive approach, incorporating project management, operations strategy, and supply chain management, will ensure efficient production, timely delivery, and a successful market launch.
7. Discussion
Alternatives:
- Outsourcing production: Outsourcing manufacturing to a third-party could potentially accelerate production but may compromise quality control and introduce additional risks.
- Delaying the launch: Extending the deadline could allow for more thorough product development and testing but might miss the target market window.
Risks:
- Material shortages: Delays in material procurement could disrupt production and impact the launch date.
- Production bottlenecks: Bottlenecks in the production process could lead to delays and compromise efficiency.
- Marketing challenges: Failure to effectively reach the target audience could impact sales and profitability.
Key assumptions:
- The project team has the necessary skills and expertise to implement the recommendations.
- Suppliers are reliable and can meet the required delivery timelines.
- The market is receptive to the new shoe line.
8. Next Steps
- Develop a detailed project plan: Create a comprehensive project plan outlining tasks, responsibilities, and deadlines.
- Implement project management software: Select and implement a project management software to track progress and manage tasks.
- Train team members on Lean Manufacturing and Six Sigma: Provide training to the project team on Lean Manufacturing and Six Sigma principles.
- Establish communication channels: Develop clear communication channels between departments and stakeholders.
- Monitor progress and make adjustments: Regularly monitor progress and make adjustments to the plan as needed.
By following these steps, Fern Fort University can successfully implement Project Ashray, ensuring a timely and successful launch of its new athletic shoe line.
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Case Description
In response to the uncontrollable second wave of COVID-19 in the south Indian state of Telangana in April 2021, a few like-minded social activists in the capital city of Hyderabad came together to establish a 100-bed medical care center to treat COVID-19 patients. The project was named Ashray. Dr. Chinnababu Sunkavalli (popularly known as Chinna) was the project manager of Project Ashray. In addition to the inherent inadequacy of hospital beds to accommodate the growing number of COVID- 19 patients till March 2021, the city faced a sudden spike of infections in April that worsened the situation. Consequently, the occupancy in government and private hospitals in Hyderabad increased by 485% and 311%, respectively, from March to April. According to a prediction model, Chinna knew that hospital beds would be exhausted in several parts of the city in the next few days. The Project Ashray team was concerned about the situation. The team met on April 26, 2021, to schedule the project to establish the medical care center within the next 10 days. The case is suitable for teaching students how to approach the scheduling problem of a time- constrained project systematically. It helps as a pedagogical aid in teaching management concepts such as project visualization, estimating project duration, float, and project laddering or activity splitting, and tools such as network diagrams, critical path method, and crashing. The case exposes students to a real-time problem-solving approach under uncertainty and crises and the critical role of NGOs in supporting the governments. Alongside the Project Management and Operations Management courses, other courses like Managerial decision-making in nonprofit organizations, Health care delivery, and healthcare operations could also find support from this case.
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