Copyright notice
Course of Study: U55038
Title: Improving Operations
Name of Author: Alex Hill & Terry Hill
Name of Publisher: Palgrave MacMillan
The Staff and students of Oxford Brookes University are reminded that
copyright subsists in this extract and the work from which it was taken. This
Digital Copy has been made under the terms of a CLA Licence.
This Digital Copy should not be downloaded or printed by anyone other than a
student enrolled on the module named above, or the module tutors.
If you are a student on the module named above, or are teaching on this
module, then the terms of the CLA Licence allow you to:
? access and download a copy;
? print out a copy;
This Digital Copy and any digital or printed copy supplied to or made by you
under the terms of this Licence are for use in connection with this Course of
Study. You may retain such copies after the end of the course, but strictly for
your own personal use.
All copies (including electronic copies) shall include this Copyright Notice and
shall be destroyed and/or deleted if and when required by Oxford Brookes
University.
Except as provided for by copyright law, no further copying, storage or
distribution (including by e-mail) is permitted without the consent of the
copyright holder.
The author (which term includes artists and other visual creators) has moral
rights in the work and neither staff nor students may cause, or permit, the
distortion, mutilation or other modification of the work, or any other derogatory
treatment of it, which would be prejudicial to the honour or reputation of the
author.
Name of member of academic staff authorising scanning: Dr Uma Urs

1
Module U55038 Managing Business Operations
Assignment 2: Case Study Assessment (90% of total module marks)
This assignment addresses the following module learning outcomes
1. Discuss the importance and relevance of operations management function to every organization.
2. Explore the role of operations managers in influencing performance outcomes at organization level.
3. Demonstrate the critical thinking skills to analyze and resolve operational problems.
4. Demonstrate a critical appreciation of the importance of, and processes and practices involved in, the
management and organization of the operations function, and in the planning, control and integration of
business operations and resource management strategies
Assignment task
You are required to READ the attached CASE on HARLEY DAVIDSON (HD) and
supplement the case information with the GUEST LECTURE on WEEK 7 in order to
answer the case questions. The questions can be answered using only these two sources
as your base material ? The CASE Description and the GUEST LECTURE. However, you
are welcome to use wider material that is publicly available from reputed and credible
sources and you need to cite those sources when you consult such material in your
answers.
This assignment is made up of THREE QUESTIONS for which you are required to submit
your answers within the stipulated word count for each question as indicated for each (A
total of 2750 words). The answers must all be submitted as ONE PIECE of work either in
PDF or WORD format to TURNITIN through ONLINE DROPBOX that will be available on
MOODLE.
The answers to the below questions should be submitted in a REPORT format with
appropriate subheadings, introduction and conclusion. It should be ONE REPORT that
covers all THREE questions.
1. Critically evaluate the role of HD?s operations team in ensuring HD?s turnaround
using relevant literature and operations frameworks covered during the course.
(Maximum 750 Words) 20 Marks
2. Is HD?s operations? customer centric? Provide critical justifications for your answer
with underlying analysis supported by theories covered in the course. (Maximum
1000 Words) 40 Marks
3. Critically evaluate the importance of continuous improvement for HD?s business
success using the theories and frameworks covered in the course. (Maximum
1000 Words) 40 Marks
2
Guidance Notes:
? Reinforce your arguments with reference to appropriate theory and practice
? Independent research to bring in different perspectives is imperative for critical
evaluation
? You can interpret one or more frameworks or theories to answer all three questions
separately or collectively.
? Include in text citations and a reference list presented in the Harvard format
? The reference list is not included in the word count but in-text citations are included
in the word count. The reference list should contain a variety of relevant sources
however, no more than 20% references to websites (n.b. sources from the library
databases are not websites)
? Your answers should be well structured with appropriate paragraphs.
? The content from the given case and the guest lecture (or any lecture materials for
example) need not be cited. However, any other content that you use in your
answers must be cited.
Deadline for On-line Submission is THURSDAY 15 December 2016 2 PM
Assignment details
The assignment includes four tasks. You MUST undertake all four tasks to pass the assignment,
but grades are only awarded to the TWO written pieces of work. Tasks 1 ? 2 are intended to be
formative pieces of assessment to help you in preparing for your final two pieces of summative
assessment.
Formative assessment on this module includes tasks that are both graded and not graded. We
provide you feedback on your assessment plan. The intention is that you will use this formative
feedback to inform your final piece of summative assessment.
Summative assessment is intended to demonstrate your knowledge and understanding of all
that you have learnt in the preceding weeks, not just in terms of theoretical understanding of
operations management, but also in terms of how assignments should be written.
Task 1: Seminar activities throughout the semester (Formative, not graded)
You are STRONGLY RECOMMENDED to attend and participate in the seminars in addition to
completing the pre-reading. It is during the seminars, you will receive feedback on how to
analyze a case and answer the case questions. It is YOUR RESPONSIBILITY to ensure
attendance for lectures/seminars in order to receive this formative feedback during each
3
seminar throughout the seminar.
DEADLINE: Weeks 1-12, all through the semester
Task 2: Assignment task 2 (Formative & Summative, graded)
Week 8: You are required to submit a draft of your written plan along with your key references
and base materials for answering the final assignment case questions. Please refer to
assignment 1 brief. This is a formative assessment but contributes 10% to your overall mark.
DEADLINE: Week 7, THURSDAY 10 NOVEMBER 2 PM
Task 3: Attendance for GUEST LECTURE (Formative, not graded)
Week 7: You need to ATTEND the GUEST LECTURE in WEEK 7 (8/9 November). Senior HD
Operations Executive will talk us through HD?s operations. This is important in order for you to
answer the final assignment question.
Task 4 ? Finalize your answers
Reflect on your own evaluation, tutor feedback and guest lecture to revise your answers before
final submission (summative).
You can find some very good writing resources in the Moodle section ?Help with
Assignments?
Hand-in date and instructions
Upload to Brookes Virtual on Thursday 15 December 2016 2.00 PM
Your must submit your assignment online on Brookes Virtual. Do not print out and hand to any
member of University staff.
Assessment regulations relevant to this assignment
Word counts include title page, contents table, equations, diagrams, appendices, headings,
tables and in-text citations.
Penalties for exceeding the word limit: only the parts of the submission within the word limit
will be marked, and the rest will be ignored. There is NO 10% allowance on word limit.
Penalty for late submission of coursework and submission of work in a format or to a place
other than that specified. These are both covered by University regulations, which make clear
that the result is zero for the piece of work.
4
Submission of work in a format or to a place other than that specified: zero for the piece of
work.
Minimum marks: A student can pass this module by accumulating the overall pass mark of
40%.
Resits: This module has two assessments and University regulations allow that you be given a
resit assignment in a different form from the original to meet the learning outcomes of the
module. Thus, both the assessments can be addressed with just one resit task as determined by
the module leader.
CRITERIA Individual essay
Criterion
(Equally
Weighted)
A and A+
(70% and
above)
B and B+
(60-69%)
C and C+
(50-59%)
D and D+
(40-40%)
R ?Resit (30-
39%)
F-FAIL (0-
29%)
Use of
literature/
evidence
of reading
30%
A wide range
of sources
which have
been
thoroughly
analyzed
applied and
discussed.
Reliance on
web-based
sources is
within
prescribed
parameters.
Very good
writing style.
Grammar and
spelling and
referencing
are accurate.
Able to
critically
appraise the
literature and
theory gained
from variety of
sources,
developing
own ideas in
the process.
Reliance on
web-based
sources is
within
prescribed
parameters.
Good writing
style. Grammar
and spelling
and
referencing are
accurate.
Clear evidence
and application
of readings
relevant to the
subject; uses
indicative texts
or has limited
range of
sources.
Reliance on
web-based
sources is
within
prescribed
parameters.
Grammar and
spelling and
referencing are
mainly
accurate.
Very limited
range of
sources,
literature is
presented
uncritically, in
a purely
descriptive
way
Reliance on
web-based
sources
exceeds
prescribed
parameters to
a minor
degree.
Grammar
and/or
spelling
and/or
referencing
contain
errors.
Either no
evidence of
literature
being
consulted or
irrelevant to
the
assignment
set.
Reliance on
web-based
sources
exceeds
prescribed
parameters
to a great
extent.
Grammar
and/or
spelling
and/or
referencing
contain
frequent
errors.
No mention of
literature or
theories.
Reliance on
web-based
sources
exceeds
prescribed
parameters.
Grammar,
spelling and
referencing
errors.
Applicatio
n of
theory
and
understan
ding of
operation
Assignment
demonstrates
integration
and
innovation in
the selection
and handling
Insightful and
appropriate
selection of
theory in key
areas.
Has
demonstrated
Most key
theories are
included in the
work in an
appropriate
straightforward
manner.
Selection of
theory is
appropriate
but and
indicates
limitations of
understandin
Inaccurate or
inappropriate
choice of
theory.
Does not
consider the
existence of
No use of
theory.
No mention of
different OM
challeges and
no illustrative
examples from
5
s
managem
ent (OM)
concepts
and
challenge
s
50%
of theory.
Demonstrates
clearly an
awareness of
OM
challenges
and illustrates
with examples
drawn from
the case,
guest lecture,
and their
wider
research
an awareness
of different OM
challenges
and examples
drawn the
case, guest
lecture, and
their wider
research
Has
demonstrated
some
awareness of
different OM
challenges and
some attempt
to apply the
frameworks to
examples
drawn from the
case, guest
lecture, and
their wider
research
g.
Significance
of OM
challenges
largely
ignored. Is
unable to
examine
relevant
examples/ or
uses
hypothetical
examples.
different OM
challenges.
Offers no
illustrative
examples
from the case
or the guest
lecture.
the case or the
guest lecture.
Structure
and
clarity of
argument
20%
Very logical,
clear, tight
development
of argument
throughout.
Analytical and
clear
conclusions
well-grounded
in theory and
literature.
Well
structured, with
clear line of
argument
evident but
lacking vital
points / or
some
extraneous
material.
Good
development
shown in
summary of
arguments
based in
theory/literatur
e.
Fairly clearly
structured,
though could
be improved
by some
reordering /
addition of
major points.
Evidence of
findings and
conclusions
grounded in
theory/literatur
e.
Rambling
discussion
with
obscurities /
some
anomalies.
Limited
evidence of
findings and
conclusions
supported by
theory/literatu
re.
Lacking
structure,
confused,
Unsubstantia
ted / invalid
conclusions
based on
anecdote and
generalizatio
n only.
No structure at
all.
Hand-in instructions
Your final essay should be submitted online on Brookes Virtual. Do not print out and hand to
any member of University staff.

Copyright notice
Course of Study: U55038
Title: Improving Operations
Name of Author: Alex Hill & Terry Hill
Name of Publisher: Palgrave MacMillan
The Staff and students of Oxford Brookes University are reminded that
copyright subsists in this extract and the work from which it was taken. This
Digital Copy has been made under the terms of a CLA Licence.
This Digital Copy should not be downloaded or printed by anyone other than a
student enrolled on the module named above, or the module tutors.
If you are a student on the module named above, or are teaching on this
module, then the terms of the CLA Licence allow you to:
? access and download a copy;
? print out a copy;
This Digital Copy and any digital or printed copy supplied to or made by you
under the terms of this Licence are for use in connection with this Course of
Study. You may retain such copies after the end of the course, but strictly for
your own personal use.
All copies (including electronic copies) shall include this Copyright Notice and
shall be destroyed and/or deleted if and when required by Oxford Brookes
University.
Except as provided for by copyright law, no further copying, storage or
distribution (including by e-mail) is permitted without the consent of the
copyright holder.
The author (which term includes artists and other visual creators) has moral
rights in the work and neither staff nor students may cause, or permit, the
distortion, mutilation or other modification of the work, or any other derogatory
treatment of it, which would be prejudicial to the honour or reputation of the
author.
Name of member of academic staff authorising scanning: Dr Uma Urs

1
Module U55038 Managing Business Operations
Assignment 2: Case Study Assessment (90% of total module marks)
This assignment addresses the following module learning outcomes
1. Discuss the importance and relevance of operations management function to every organization.
2. Explore the role of operations managers in influencing performance outcomes at organization level.
3. Demonstrate the critical thinking skills to analyze and resolve operational problems.
4. Demonstrate a critical appreciation of the importance of, and processes and practices involved in, the
management and organization of the operations function, and in the planning, control and integration of
business operations and resource management strategies
Assignment task
You are required to READ the attached CASE on HARLEY DAVIDSON (HD) and
supplement the case information with the GUEST LECTURE on WEEK 7 in order to
answer the case questions. The questions can be answered using only these two sources
as your base material ? The CASE Description and the GUEST LECTURE. However, you
are welcome to use wider material that is publicly available from reputed and credible
sources and you need to cite those sources when you consult such material in your
answers.
This assignment is made up of THREE QUESTIONS for which you are required to submit
your answers within the stipulated word count for each question as indicated for each (A
total of 2750 words). The answers must all be submitted as ONE PIECE of work either in
PDF or WORD format to TURNITIN through ONLINE DROPBOX that will be available on
MOODLE.
The answers to the below questions should be submitted in a REPORT format with
appropriate subheadings, introduction and conclusion. It should be ONE REPORT that
covers all THREE questions.
1. Critically evaluate the role of HD?s operations team in ensuring HD?s turnaround
using relevant literature and operations frameworks covered during the course.
(Maximum 750 Words) 20 Marks
2. Is HD?s operations? customer centric? Provide critical justifications for your answer
with underlying analysis supported by theories covered in the course. (Maximum
1000 Words) 40 Marks
3. Critically evaluate the importance of continuous improvement for HD?s business
success using the theories and frameworks covered in the course. (Maximum
1000 Words) 40 Marks
2
Guidance Notes:
? Reinforce your arguments with reference to appropriate theory and practice
? Independent research to bring in different perspectives is imperative for critical
evaluation
? You can interpret one or more frameworks or theories to answer all three questions
separately or collectively.
? Include in text citations and a reference list presented in the Harvard format
? The reference list is not included in the word count but in-text citations are included
in the word count. The reference list should contain a variety of relevant sources
however, no more than 20% references to websites (n.b. sources from the library
databases are not websites)
? Your answers should be well structured with appropriate paragraphs.
? The content from the given case and the guest lecture (or any lecture materials for
example) need not be cited. However, any other content that you use in your
answers must be cited.
Deadline for On-line Submission is THURSDAY 15 December 2016 2 PM
Assignment details
The assignment includes four tasks. You MUST undertake all four tasks to pass the assignment,
but grades are only awarded to the TWO written pieces of work. Tasks 1 ? 2 are intended to be
formative pieces of assessment to help you in preparing for your final two pieces of summative
assessment.
Formative assessment on this module includes tasks that are both graded and not graded. We
provide you feedback on your assessment plan. The intention is that you will use this formative
feedback to inform your final piece of summative assessment.
Summative assessment is intended to demonstrate your knowledge and understanding of all
that you have learnt in the preceding weeks, not just in terms of theoretical understanding of
operations management, but also in terms of how assignments should be written.
Task 1: Seminar activities throughout the semester (Formative, not graded)
You are STRONGLY RECOMMENDED to attend and participate in the seminars in addition to
completing the pre-reading. It is during the seminars, you will receive feedback on how to
analyze a case and answer the case questions. It is YOUR RESPONSIBILITY to ensure
attendance for lectures/seminars in order to receive this formative feedback during each
3
seminar throughout the seminar.
DEADLINE: Weeks 1-12, all through the semester
Task 2: Assignment task 2 (Formative & Summative, graded)
Week 8: You are required to submit a draft of your written plan along with your key references
and base materials for answering the final assignment case questions. Please refer to
assignment 1 brief. This is a formative assessment but contributes 10% to your overall mark.
DEADLINE: Week 7, THURSDAY 10 NOVEMBER 2 PM
Task 3: Attendance for GUEST LECTURE (Formative, not graded)
Week 7: You need to ATTEND the GUEST LECTURE in WEEK 7 (8/9 November). Senior HD
Operations Executive will talk us through HD?s operations. This is important in order for you to
answer the final assignment question.
Task 4 ? Finalize your answers
Reflect on your own evaluation, tutor feedback and guest lecture to revise your answers before
final submission (summative).
You can find some very good writing resources in the Moodle section ?Help with
Assignments?
Hand-in date and instructions
Upload to Brookes Virtual on Thursday 15 December 2016 2.00 PM
Your must submit your assignment online on Brookes Virtual. Do not print out and hand to any
member of University staff.
Assessment regulations relevant to this assignment
Word counts include title page, contents table, equations, diagrams, appendices, headings,
tables and in-text citations.
Penalties for exceeding the word limit: only the parts of the submission within the word limit
will be marked, and the rest will be ignored. There is NO 10% allowance on word limit.
Penalty for late submission of coursework and submission of work in a format or to a place
other than that specified. These are both covered by University regulations, which make clear
that the result is zero for the piece of work.
4
Submission of work in a format or to a place other than that specified: zero for the piece of
work.
Minimum marks: A student can pass this module by accumulating the overall pass mark of
40%.
Resits: This module has two assessments and University regulations allow that you be given a
resit assignment in a different form from the original to meet the learning outcomes of the
module. Thus, both the assessments can be addressed with just one resit task as determined by
the module leader.
CRITERIA Individual essay
Criterion
(Equally
Weighted)
A and A+
(70% and
above)
B and B+
(60-69%)
C and C+
(50-59%)
D and D+
(40-40%)
R ?Resit (30-
39%)
F-FAIL (0-
29%)
Use of
literature/
evidence
of reading
30%
A wide range
of sources
which have
been
thoroughly
analyzed
applied and
discussed.
Reliance on
web-based
sources is
within
prescribed
parameters.
Very good
writing style.
Grammar and
spelling and
referencing
are accurate.
Able to
critically
appraise the
literature and
theory gained
from variety of
sources,
developing
own ideas in
the process.
Reliance on
web-based
sources is
within
prescribed
parameters.
Good writing
style. Grammar
and spelling
and
referencing are
accurate.
Clear evidence
and application
of readings
relevant to the
subject; uses
indicative texts
or has limited
range of
sources.
Reliance on
web-based
sources is
within
prescribed
parameters.
Grammar and
spelling and
referencing are
mainly
accurate.
Very limited
range of
sources,
literature is
presented
uncritically, in
a purely
descriptive
way
Reliance on
web-based
sources
exceeds
prescribed
parameters to
a minor
degree.
Grammar
and/or
spelling
and/or
referencing
contain
errors.
Either no
evidence of
literature
being
consulted or
irrelevant to
the
assignment
set.
Reliance on
web-based
sources
exceeds
prescribed
parameters
to a great
extent.
Grammar
and/or
spelling
and/or
referencing
contain
frequent
errors.
No mention of
literature or
theories.
Reliance on
web-based
sources
exceeds
prescribed
parameters.
Grammar,
spelling and
referencing
errors.
Applicatio
n of
theory
and
understan
ding of
operation
Assignment
demonstrates
integration
and
innovation in
the selection
and handling
Insightful and
appropriate
selection of
theory in key
areas.
Has
demonstrated
Most key
theories are
included in the
work in an
appropriate
straightforward
manner.
Selection of
theory is
appropriate
but and
indicates
limitations of
understandin
Inaccurate or
inappropriate
choice of
theory.
Does not
consider the
existence of
No use of
theory.
No mention of
different OM
challeges and
no illustrative
examples from
5
s
managem
ent (OM)
concepts
and
challenge
s
50%
of theory.
Demonstrates
clearly an
awareness of
OM
challenges
and illustrates
with examples
drawn from
the case,
guest lecture,
and their
wider
research
an awareness
of different OM
challenges
and examples
drawn the
case, guest
lecture, and
their wider
research
Has
demonstrated
some
awareness of
different OM
challenges and
some attempt
to apply the
frameworks to
examples
drawn from the
case, guest
lecture, and
their wider
research
g.
Significance
of OM
challenges
largely
ignored. Is
unable to
examine
relevant
examples/ or
uses
hypothetical
examples.
different OM
challenges.
Offers no
illustrative
examples
from the case
or the guest
lecture.
the case or the
guest lecture.
Structure
and
clarity of
argument
20%
Very logical,
clear, tight
development
of argument
throughout.
Analytical and
clear
conclusions
well-grounded
in theory and
literature.
Well
structured, with
clear line of
argument
evident but
lacking vital
points / or
some
extraneous
material.
Good
development
shown in
summary of
arguments
based in
theory/literatur
e.
Fairly clearly
structured,
though could
be improved
by some
reordering /
addition of
major points.
Evidence of
findings and
conclusions
grounded in
theory/literatur
e.
Rambling
discussion
with
obscurities /
some
anomalies.
Limited
evidence of
findings and
conclusions
supported by
theory/literatu
re.
Lacking
structure,
confused,
Unsubstantia
ted / invalid
conclusions
based on
anecdote and
generalizatio
n only.
No structure at
all.
Hand-in instructions
Your final essay should be submitted online on Brookes Virtual. Do not print out and hand to
any member of University staff.