Ferndale Sands Conference Centre is a conference venue of 52 rooms in Victoria State, Australia outside Melbourne. Established initially as a hotel, it was re-launched as a conference centre 4 years ago. The centre had managed to establish a presence in the fast growing and profitable conference the 'executive retreat' market, hosting events from one-day's duration to two weeks'.

Marco, the owner is upset by an article in journal that had claimed to uncover administrative complacency and inefficiency at some of the State's conference centres, naming Ferndale. Yet the same edition had run another piece, comparing four conference centre facilities in and around Melbourne, and had generally, given a good rating for Ferndale Sands. Table 1 shows the summary of the four conference centres reviewed.

Both Mario and his Front of House manager Robyn Wells disputed the article's rating of their administrative capabilities. However, they also were aware that administrative support was seen as being fairly important when they surveyed their clients (Table 2 shows Ferndale Sands' own survey results).

Mario calls a meeting between himself, Nick Godfrey who was in charge of catering and recreational facilities, and Robyn Wells the front-of house manager, who also was in charge of all client relations.

Now consider these questions:

• Identify the factors you would use to judge the operations performance of Ferndale Sands Conference Centre (See tables 1 and 2)?
• How would you rate the relative importance of each of these factors to Ferndale Sands' customers?
• How would you rate Ferndale Sands' relative performance in each of these factors compared with their competitors?
• How would you position the various factors on the importance-performance matrix?
• What would you do to improve Ferndale Sands' performance?

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Table 1: Extract from The Conference Centre Journal's survey of conference venues in and around Melbourne Price ($$$$$=very expensive, $$$=average, $=budget) Size of menu Decor Sands Conference Collins International Centre The Yarra Conference Centre St Kilda Conference Centre $$$$ $$$$$ $$$ $ Extensive Standard Standard Limited Traditional, luxurious Modern, very luxurious Modern but basic Needs renovation and tasteful, and stylish Style and quality of food Modern, best in the International modern, Varies, Varies, very basic State slightly standardized undistinguished but acceptable Quality of service Excellent, friendly and relaxed Good Limited Enthusiastic but limited Administration and support Variable, some Good Good OK problems recently Flexibility of accommodation | Poor Very good Acceptable OK Off-peak price discounts None offered Equipment Normal range Normal range Some in summer, none Willing to negotiate Willing to negotiate in winter Recreational facilities Normal range Requires notice for "anything unusual" Gym only Ease of access Full range, gym, tennis, golf, swimming pool, etc. Good, will pick up from airport and city. Gym, swimming pool Gym only City center, no airport Close to city center shuttle to hotel, but bus service, taxies, etc. 10 km from city center. Table 1: Extract from The Conference Centre Journal's survey of conference venues in and around Melbourne Price ($$$$$=very expensive, $$$=average, $=budget) Size of menu Decor Sands Conference Collins International Centre The Yarra Conference Centre St Kilda Conference Centre $$$$ $$$$$ $$$ $ Extensive Standard Standard Limited Traditional, luxurious Modern, very luxurious Modern but basic Needs renovation and tasteful, and stylish Style and quality of food Modern, best in the International modern, Varies, Varies, very basic State slightly standardized undistinguished but acceptable Quality of service Excellent, friendly and relaxed Good Limited Enthusiastic but limited Administration and support Variable, some Good Good OK problems recently Flexibility of accommodation | Poor Very good Acceptable OK Off-peak price discounts None offered Equipment Normal range Normal range Some in summer, none Willing to negotiate Willing to negotiate in winter Recreational facilities Normal range Requires notice for "anything unusual" Gym only Ease of access Full range, gym, tennis, golf, swimming pool, etc. Good, will pick up from airport and city. Gym, swimming pool Gym only City center, no airport Close to city center shuttle to hotel, but bus service, taxies, etc. 10 km from city center.