Business Management Case Study
Read the case study and answer all questions in the spaces provided. Write in detail and explanation.
Metro Trains Melbourne
Metro Trains Melbourne (Metro) is owned by a consortium of rail and construction businesses, namely Hong Kong’s MRT corporation (60 per cent shareholding). All three businesses have a long and successful history of working together, bringing their expertise to both local and international rail in Melbourne. Metro now employs more than 4600 staff in areas such as customers services, train services, head office, engineering and maintenance and projects. It’s operations around metropolitan Melbourne involve:
– Running 210 six carriage trains across 869 kilometres of rail track
– Operating and maintaining 15 lines with 218 stations
– Transporting 415 000 customers each day, with rail patronage of 227.5 million trips per year
– Providing a seven days a week service.
metro states that it is strongly committed to providing the Melbourne community and it’s visitors with a comfortable, safe and reliable train network as part of an interconnected public transport service. To achieve this aim, it has: established a training academy for staff to improve their skills; improved the performance and reliability of its rolling stock (that is, trains)’ developed ‘greenfield’ timetables (that is, dispensed with old timetables and established new ones); systematically tackled any industrial relations issues; and established an ‘every minute counts’ philosophy throughout the organisation.
Brand development is important to Metro and in recognition of this it has introduced a number of initiatives, including new uniforms and improved communication and interaction with customers (announcements and screen displays at stations). To raise customer/traveller awareness about safety issues, Metro developed its aware winning ‘Dumb Ways to Die’ marketing campaign, which was aimed at drawing young people to the message of the importance of safety without frightening them about train travel.
Metro is committed to providing reliable train services. It works closely with the Victorian Government’s Department of Transport and Public Transport Victoria (PTV) to ensure it not only meets but also exceeds it s customer service and performance targets. Metro has performance targets that relate to::
- – Punctuality: The target for each month is for 88 per cent or more services to be punctual. Punctuality is defined as a train arriving no later than four minutes and 59 seconds after the scheduled time. As at 3 January 2016, the rate of punctuality was 94 per cent.
- – Delivery: The target set is to run at least 98 per cent of trains each month. As at 3 January 2016, its rate of service delivery was 98.8 per cent.
- In the event that Metro does not reach its targets for punctuality and delivery, eligible customers are entitled to compensation.
Source: Interview with Leah Waymark and http://www.metrotrains.com.au
QUESTIONS:
1. Define the team Government Business Enterprise. Identify the type of business could Metro Trains be described as. Use the case study to justify your response.
2. Outline the five areas of management responsibilities. identify one management responsibility at Metro and provide an example of it’s role at Metro Trains.
3. Identify two Metro stakeholders. For one of these stakeholders, describe their interest in Metro, and for the other stakeholders, describe a possible conflict they may have with Metro.
4. Describe a practice Metro has employ that would help the business to become more profitable whilst demonstrating its commitment to ethical conduct and social responsibility.
Please provide full sentence answer. Each question should be around 200-300.
