An effective location strategy and design of goods and services strategy to improve customer satisfaction and market share for Dough Man Foods
Dough Man Foods is a Ghanaian-owned food company that provides fresh, quality snacks. Established in 2016, Dough Man Foods is no longer a ‘start up’ and seeks to provide its customers with improved satisfaction. They also seek to increase their market share and be the market leaders in their industry. In this project, the researcher sought to find out how the company would be able to do this by adopting new operational strategies. Assessing the current state of the business was done through qualitative research by conducting semi-structured interviews with the Chief Executive Officer, Chief Operating Officer, surveys for customers and employees and online reviews. Through the research process, it was observed that the key areas of concern relate significantly to Dough Man Foods’ location and design of goods and services. Specifically, they were interested in siting a permanent production and sales location and modifying the design of their goods and services. The solution addresses the issues identified by proposing a partial operations management plan with the aim of improving customer satisfaction and increasing market share by focusing on location and product development.
Applied project submitted to the Department of Business Administration, Ashesi University, in partial fulfillment of Bachelor of Science degree in Business Administration, May 2020
operations management plan, food company, flagship location