HARD ROCK CAFE Unit 2: Operations Strategy for Competitive Advantage

MISSION To provide a unique experience to its customers To provide a unique experience to its customers

STRATEGY Multi-domestic strategy Multi-domestic strategy Use existing domestic globallyUse existing domestic globally Franchise, joint ventures, subsidiariesFranchise, joint ventures, subsidiaries Global experience strategyGlobal experience strategy

SPECIFIC APPROACHES USED BY OM TO ACHIVE STRATEGIC CONCEPTS: How they deal with the ten decisions of OM?

Goods and service design They try to transform all Goods and Services into a part of the unique experience They try to transform all Goods and Services into a part of the unique experience

Quality The main product is the experience so the quality of food and products is not essential The main product is the experience so the quality of food and products is not essential

Process & capacity design Educate employees to provide a quality entertainment. Educate employees to provide a quality entertainment. Facilities design by means of exclusivity, buying unique objects and organizing important music events. Facilities design by means of exclusivity, buying unique objects and organizing important music events.

Location selection Considerations when choosing a location Considerations when choosing a location  Political Risk  Currency Risk  Social Norms  Brand Fit  Social Costs  Business Practices

Layout design They try to create a connection between generations and music. They try to create a connection between generations and music.

Human resource and job design Employees and singers for performances are an integral and expensive part of the total system design. Employees and singers for performances are an integral and expensive part of the total system design.

Inventory Unique objects related to Rock History Unique objects related to Rock History Food Food Merchandising Merchandising 106 Locations in 38 countries including Cafes and Hotels 106 Locations in 38 countries including Cafes and Hotels

Scheduling 70 % of their guests are tourists so they need flexible schedules in their restaurants in order to provide services adapted to different cultures and demands. 70 % of their guests are tourists so they need flexible schedules in their restaurants in order to provide services adapted to different cultures and demands.

Maintenance Movement of their unique objects all over the world. Movement of their unique objects all over the world. Provide new different activities and performances all the time. Provide new different activities and performances all the time. Create new locations. Create new locations.