Business Case Studies, Operations Management Case Study, Novel Foods, Stake

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Operations Management Case Study

Case Title:

Novel Foods’ Change in Operations Strategy: Competitiveness at Stake

Publication Month and Year : December 2009

Authors: Syed Abdul Samad Dr. V. Srinivas

Industry: General Business

Region: India

Case Code: OM0023

Teaching Note:  Available

Structured Assignment: Available


Novel Foods, established by Amjed Khan, is a chain of restaurants, which had built a competitive advantage for itself in the market by offering wholesome meals with acceptable quality at half the cost offered by other local traditional budget restaurants. However, it was not a work of charity but a business with profit motive. Pitched on the cost of its product offering, the concept of Novel Foods was a major hit in the market. With in no time it expanded at a tremendous rate and was making profits. But when it introduced the concept of offering a better quality and variety of food with other in-store conveniences at extra cost, it began losing its customers and struggled to make profits, thereby losing its competitiveness.

Pedagogical Objectives:

      The case study facilitates the students to understand the following:
  • Operations Strategy
  • Various competitive dimensions of operations
  • The importance of the strategic fit between operations strategy, organisational strategy and competitiveness.

Keywords : Operations management, Operations strategy, Competitiveness, Operations effectiveness, Customer management, Product innovation, Competitive dimensions, Order winner, Order qualifier, Product leadership, Customer perspective, Customer intimacy, Manufacturing strategy, Operational excellence, Product quality and reliability, Delivery speed and reliability, Supplier after-sale support


  • Introduction
  • Suggested Questions for Discussion

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