Cadbury World
1)
The service concept of Cadbury World is the form, function and overall purpose of the
design and the benefits it will provide to meet the needs and expectations of the customers.
By means of form, the overall shape of the service concept is the contemporary leisure
experience to permanent exhibition devoted entirely to chocolate but also to have
educational value and be guided by the spirit of the old tours. By means of function, the
service concept operates in a way of servicing social responsibility and the desire to be a
good neighbour. By means of purpose, the service concept is intended to satisfy the adults
who fondly remember their childhood tours to Cadbury*ƒ*…½*ƒ‚¦s factory visit, the
requests from educational groups and individuals who are interested in visiting the factory.
By means of benefits, the advantages the service concept will bring to customers are to
enjoy leisure experiences with educational value at low prices.
The service package of Cadbury World consists of the series of core (the experience),
supporting (the shop, restaurant, coffee and ice-cream parlour) and facilitating (parking)
processes which all need to be designed. The design of the service package is
compromised by:
The service concept
In order to achieve low price objective, Cadbury World keeps the staff costs (hiring limited
numbers of unskilled staffs), technology costs (lack of technology to streamline the
operation process) and facility costs (old and outdated facilities) at lowest possible. In
return, they have to compromise low costs with their other objectives.
The unskilled staffs and outdated facilities are compromised with the quality in the core
process. For example, the brief video (facility) in the packaging plant is outdated and
requires commentary notes from some guides. However, the unskilled guides are not
familiar with the operations so they need to read from hand-written prompt cards, which is
not professional to the eyes of the customers. As one of the service concept is to provide
educational value, the quality of the front-end staffs are important to satisfy the
expectations of the customers.
The insufficient of staffs and technologies (information technologies) are also
compromised with the speed objective as they are the main components to get customers
through the process. In the core and supporting process *ƒ*…½V the exhibition*ƒ*…
½*ƒ‚¦s reception area, the entrance, the Marie Cadbury room and the restaurant, the
customers have to wait to receive their service. The stagnation increases costs due to
longer cycle time and reduces dependability to the operations.
