Description
see
PROJECT
Deadline: Day 22/04/2025 @ 23:59
[Total Mark for this Assignment is 14]
Student Details:
Name: wafa salem Alharbi
Name: Razan Saleh Aljohany
Name: Shamail Fahad Abdulllah
Name: Shoug ..
ID: S210022494
ID: S210022941
ID: S210018567
ID:
CRN: 21825
Instructions:
• You must submit two separate copies (one Word file and one PDF file) using the Assignment Template on
Blackboard via the allocated folder. These files must not be in compressed format.
• It is your responsibility to check and make sure that you have uploaded both the correct files.
• Zero mark will be given if you try to bypass the SafeAssign (e.g. misspell words, remove spaces between
words, hide characters, use different character sets, convert text into image or languages other than English
or any kind of manipulation).
• Email submission will not be accepted.
• You are advised to make your work clear and well-presented. This includes filling your information on the cover
page.
• You must use this template, failing which will result in zero mark.
• You MUST show all your work, and text must not be converted into an image, unless specified otherwise by
the question.
• Late submission will result in ZERO mark.
• The work should be your own, copying from students or other resources will result in ZERO mark.
• Use Times New Roman font for all your answers.
Project Description and tasks
Pg. 01
Learning
Outcome(s):
Instructors: State
the Learning
Outcome(s) that
match this
question
Project Description and tasks
14 Marks
Project title: “AlBaik” Business Process Improvement
Group requirement: 4 students per group
Submission Guidelines:
•
•
•
Ensure all diagrams and analysis are clear and well-organized.
Use real-world examples to back up your suggestions for process
improvements.
Submit your work as a single document by group leader only once
Total marks: 14
Marking criteria:
Tasks
Mark
Introduction
1 mark
Identify and Describe 5 business processes
4 marks
Modelling the As-Is Process using BPMN 2.0 (2 Models)
4 marks
Analysis of the As-Is Process
3 marks
Suggestions for Improvement
2 marks
Total
14 marks
Case study: Al-Baik, a Saudi Arabian fast-food chain, was founded in 1974. The
industry specializes in selling crispy fried chicken mainly. The meals prices are
affordable for everyone and there are more than 100 branches across the
country. The rapid growth of a l Baik caused operational challenges.
Based on the above case study, you are required to do the following:
Question One
Pg. 02
Learning
Outcome(s):
CLO1: Explain the
interdisciplinary
concepts,
theories, and
trends in ES and
their role in
supporting
business
operations
Question One
1 Marks
1. Introduction:
Giving a brief outline of the business model of Al-Baik industry,
highlighting the current situation and the operational challenges
Introduction:
Founded in 1974, Al-Baik has become a beloved household name in Saudi
Arabia, specializing in crispy fried chicken and offering a simple yet efficient
business model. The brand stands out due to its affordable pricing, consistency
in product quality, and its deep connection to local culture, thanks to its unique
spice blend and tailored menu. With over 100 branches across the Kingdom,
Al-Baik has successfully positioned itself as a market leader in the local fastfood sector, capturing a 65% market share in the fried chicken market. AlBaik’s success is driven by its vertically integrated supply chain, which
combines centralized production with decentralized distribution, allowing the
company to maintain cost control while ensuring widespread availability of its
products.
Current Situation:
Al-Baik’s growth has been robust, with continued expansion into high-growth
areas such as NEOM and AlUla, along with international forays into the UAE
and Bahrain. Demand peaks during the Hajj season, with temporary branches
serving over 50,000 meals daily, and strategic partnerships with delivery
platforms like HungerStation have driven a 40% increase in online sales. The
brand’s ability to provide high-quality, affordable food has solidified its position
as a cultural icon in Saudi Arabia. Despite its growth and increasing influence,
Al-Baik faces the ongoing challenge of balancing its traditional values with the
demands of modernization in a competitive and evolving market.
operational challenges:
The rapid growth of Al-Baik has exposed several critical operational challenges.
The centralized kitchen model, although cost-effective, is beginning to show
strain under the pressure of servicing an expanding network of branches,
Question One
Pg. 03
resulting in supply chain bottlenecks and inconsistent product quality.
Furthermore, managing workforce efficiency across geographically dispersed
locations has become more complex, especially with the need to hire 500 new
employees monthly due to a 20% turnover rate. Additionally, high-volume
periods such as Hajj and busy times at branches lead to long customer wait
times, which can impact customer satisfaction. These challenges highlight the
difficulty in scaling a beloved regional brand while maintaining the core values
that have driven its success.
To address operational challenges, Al-Baik should modernize its supply chain
by diversifying suppliers and implementing advanced inventory management
systems to ensure product consistency. Investing in automation and digital tools
like AI-driven demand forecasting and workforce management systems can
improve efficiency and reduce employee turnover. To reduce customer wait
times, Al-Baik can develop a pre-order mobile app, optimize kitchen
workflows, and introduce self-order kiosks at high-traffic locations. These
solutions will help scale operations, maintain product quality, and enhance
customer satisfaction as the brand continues to grow.
Question Two
Pg. 04
Learning
Outcome(s):
CLO2: Describe
the development
life cycle of ES
and reengineering
best practices.
Question Two
4 Marks
2. Identify and Describe 5 Business Processes
Identify and describe five key business processes at Al Baik. For each
process, provide:
•
Description of the activity in details
•
How the business process is performed?
•
Identify the main Input and Output for each process.
(If there are too many processes, focus on the most relevant one with
current issues).
Five Key Business Processes at Al-Baik
1. Centralized Supply Chain & Production
Description:
Al-Baik’s vertically integrated supply chain relies on centralized kitchens that
prepare marinated chicken, batter mixes, and sauces in bulk. This process
•
•
•
ensures uniformity in taste and cost efficiency. However, rapid expansion has
strained logistics, causing delays in raw material procurement and distribution
to branches.
How It’s Performed:
Inputs: Raw chicken, proprietary spice blends, oil, packaging materials, and
regional demand forecasts.
Activity: Ingredients are sourced from pre-approved vendors, marinated in
centralized facilities, and partially cooked. Prepped items are then distributed to
branches via refrigerated trucks.
Outputs: Standardized marinated chicken batches, pre-mixed batter, and sauces
delivered to branches.
Challenge: Bottlenecks in distribution due to reliance on a single hub, leading
to inconsistent stock availability.
2. Hyper-Localized Demand Forecasting
Question Two
Pg. 05
•
•
•
•
Description:
Al-Baik tailors inventory and production to regional preferences (e.g., spice
levels, meal combos). This process balances cultural customization with
operational scalability but struggles with over/under-stocking as demand spikes
unpredictably.
How It’s Performed:
Inputs: Historical sales data, local event calendars (e.g., holidays, festivals),
and real-time branch sales reports.
Activity: AI-driven analytics predict daily demand per branch, adjusting
production schedules and distribution routes.
Outputs: Customized production plans and inventory allocation for each
location.
Challenge: Manual adjustments by branch managers often override automated
systems, creating mismatches between supply and demand.
3. Digital Order & Delivery Management:
Description:
This process handles orders placed through the Al Baik app and website,
coordinating delivery with internal fleets or third-party services. It
includes real-time order tracking, delivery issue resolution, and ensuring
customer satisfaction with delivery services.
o The challenge lies in managing the growing volume of digital orders
and maintaining product quality and delivery speed.
How it’s Performed:
o Utilizing digital order management systems.
o Integrating delivery systems with the app and website.
o Real-time order tracking.
o
•
Providing customer support for delivery issues.
Inputs:
o Digital customer orders.
o Customer location data.
o Internal fleet data.
o Third-party delivery service information.
Outputs:
o
•
•
Question Two
Pg. 06
Completed delivery orders.
o Delivery performance reports.
o Customer delivery feedback.
4-Menu Management & Innovation:
Description:
o This process involves curating and updating Al Baik’s menu, balancing
the preservation of core, beloved items with carefully considered,
limited innovations. It includes market trend analysis, customer
preference studies, and rigorous quality assurance for new menu
additions.
o The unique aspect here is maintaining the brand’s authenticity while
subtly adapting to evolving tastes, ensuring the core menu items remain
consistently high-quality.
How it’s Performed:
o Conducting market research and sales data analysis.
o Organizing internal and external taste tests.
o
•
•
Collaborating with suppliers to develop new ingredients.
o Establishing quality and cost standards for new items.
Inputs:
o Sales data.
o Market research reports.
o Customer feedback.
o Supplier proposals.
Outputs:
o Updated menu.
o Successful new menu items.
o
•
•
Performance analysis reports.
5. Quality Control & Compliance Audits
Description:
To protect its brand reputation, Al-Baik enforces rigorous quality checks at every stage,
from sourcing to serving. However, scaling has made real-time monitoring difficult.
How It’s Performed:
o
Question Two
Pg. 07
Inputs: Random ingredient samples, customer feedback, and hygiene audit
checklists.
• Activity: Third-party auditors inspect kitchens for cleanliness, while mystery
shoppers evaluate taste and service. Non-compliant branches face fines or
temporary closures.
• Outputs: Audit reports, corrective action plans, and updated SOPs.
Challenge: Delayed feedback loops between audits and corrective measures, risking
brand consistency.
•
Question Three
Pg. 08
Learning
Outcome(s):
CLO4: Design ES
architectural
models for
various business
processes.
Question Three
4 Marks
3. Modelling the As-Is Process using BPMN 2.0
From the business processes identified above, select 2 main business
processes to create the BPMN 2.0 diagram representing the process, include
Swimlanes for relevant participants.
Any BPMN 2.0 tool can be used (ex: Visio)
Question Four
Pg. 09
Learning
Outcome(s):
LO1: Explain the
interdisciplinary
concepts,
theories, and
trends in ES and
their role in
supporting
business
operations
Question Four
3 Marks
4. Analysis of the As-Is Process
Analyse the business processes mentioned in the above step from the time and
quality perspectives. Make sure to include the related issues and explain the
impact on the business.
Question Five
Pg. 10
Learning
Outcome(s):
LO3: Discuss the
issues and
challenges
Question Five
2 Marks
5. Suggestions for improvement:
As a business expert, what is the steps that Al-Baik must take into consideration
to improve their business processes. Give suggestions focusing on operational
efficiency and customer satisfaction.
associated with
implementing ES
and their impacts
To enhance operational efficiency and customer satisfaction, Al-Baik should take a
multi-faceted approach, integrating technology-driven solutions, workforce
optimization, and customer-centric enhancements.
on corporate
enterprises.
Supply Chain & Inventory Management
A critical challenge Al-Baik faces is ensuring a seamless supply chain that supports its
rapid expansion. The company should diversify its supplier base to reduce dependency
on limited sources and implement an advanced Enterprise Resource Planning (ERP)
system for real-time inventory tracking. This would help minimize shortages, prevent
food wastage, and ensure ingredient consistency across all branches. Additionally,
predictive analytics should be leveraged to forecast demand fluctuations, particularly
during peak seasons like Hajj, enabling more efficient stock replenishment. A supplier
performance monitoring system can further ensure quality control, reducing
inconsistencies in product taste and availability.
Order Processing & Customer Experience Enhancement
Long wait times and high foot traffic in popular branches necessitate streamlined order
processing. Implementing self-service kiosks and expanding mobile app preordering will allow customers to place their orders in advance, reducing congestion at
counters. Additionally, an AI-driven order management system can predict peak
hours and automatically adjust workflows to improve service speed. A real-time order
tracking system within the mobile app will give customers greater visibility over their
orders, enhancing their overall experience and reducing frustration.
Workforce Management & Employee Efficiency
With a 20% employee turnover rate, retaining and training a skilled workforce is
crucial. Al-Baik should introduce smart scheduling systems to predict demand surges
and allocate staff more efficiently, ensuring that customer service does not suffer
during peak hours. Additionally, launching an e-learning platform for standardized
training can enhance employee performance and consistency in service delivery across
Question Five
Pg. 11
all locations. To improve retention, Al-Baik should offer performance-based
incentives, competitive wages, and career growth opportunities to reduce turnover and
maintain a skilled workforce.
Customer Engagement & Brand Loyalty
Al-Baik can further strengthen its relationship with customers by introducing a loyalty
program that rewards frequent visitors with discounts or free meals. AI-powered
chatbots can be used to handle customer inquiries efficiently, ensuring that complaints
and feedback are addressed promptly. Additionally, implementing sentiment analysis
tools to categorize and respond to feedback will allow Al-Baik to proactively resolve
customer issues, maintaining a positive brand image and ensuring customer
satisfaction.
Delivery & Drive-Thru Optimization
As online food delivery gains traction, Al-Baik should enhance its logistics by utilizing
GPS-based order batching, which groups orders efficiently for faster delivery times.
Expanding dedicated express lanes for online pre-orders in drive-thru locations will
also help reduce congestion and improve service speed. Strengthening partnerships
with third-party delivery platforms while maintaining stringent quality controls will
ensure that Al-Baik’s signature taste and experience remain consistent for online
customers.
By integrating these solutions, Al-Baik can maintain its competitive edge, improve
operational efficiency, and ensure a seamless customer experience while continuing its
expansion.
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