Strategic Research Assignment: Bright Horizon Case Study on Service Excellence and HRM in Specialty Beverage Expansion

Question 1.A

Case Study

Bright Horizon: Delivering Excellence in Specialty Services

Bright Horizon, a global leader in specialty beverages, operates over 2,000 retail outlets across Southeast Asia and is now preparing for expansion into Australian market. Despite its success, the company faces pressing challenges in customer satisfaction and employee retention, prompting the need for strategic investments. With $15 million earmarked for human resource management and technological advancements, Bright Horizon aims to strengthen its service offerings and ensure a competitive edge.

Bright Horizon seeks to enhance customer satisfaction by improving service quality and delivery efficiency. The company also aims to reduce employee turnover by fostering a positive work environment and implementing better human resource practices. Furthermore, it is committed to maintaining its market position as a premium provider of specialty beverages through innovative service strategies.

Bright Horizon will focus on offering premium beverages by tailoring high-quality, unique options to meet customer preferences. The company also plans to design inviting and functional servicescapes to enhance the customer experience. A strong service philosophy will underpin these efforts, aiming to build long-lasting relationships through exceptional customer service and employee engagement.

Work Required: You are an executive consultant tasked with analysing Bright Horizon’s strategic challenges and opportunities. You are required to analyse research problems, formulate research questions, and research objectives, and explain the research significance. You may focus on the research problems presented in the case study ‘Bright Horizon’ or explore any relevant problems within your field.

Your answer should be structured into four sections which covers research problems, research questions, research objectives, and research significance. Your answer should be elaborated in detail supported with specific examples. When providing your response, please ensure to address the following aspects: coherence in structure, clarity in sentences, proper use of grammar and accuracy of the content.

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