Question 1 

Pick an SME in South-East Asia (SEA) that is in the industry that was discussed during the seminar. Assume that you are working for this company as the Operations Director. The CEO of the company is concerned about the impact of AI and automation on the future of this industry. You are tasked to embark on a project to help future-proof this company in the SEA market.

To help frame your mind and scope your ECA, you may choose to lay down your assumptions. For example, is this company serving the B2B or B2C market? If it helps, you may even specify the type of B2B or B2C market which you will be focusing on. This will help you address the following questions for the ECA.

Question 1

  • Evaluate the issues related to the application of AI and process automation that will impact the future of this business. (15 marks)

(To address this question, you will need to conduct an online literature review to understand how AI and/or automation have shaped or will be shaping this industry. Articulate your findings and evaluate the issues that you think is relevant for the remaining questions in this ECA. References and citations are required ONLY for this question.)

  • Based on the issues you have discussed above, describe and comment how these issues can impact the various stakeholders in this industry and discuss the implications (35 marks)

(First, you must understand what/who a “stakeholder” is in this context. Then, as you describe and comment on these issues, be ready to apply what you have learned in the course to structure your thought process. Concepts that will be useful include the 3P framework, the concept of manufactured normalcy, etc… In the past, many students forgot to discuss the implications because they do not know what that word “implications” means. So please find out what is the meaning of this word. You will not do well for this question if you just describe and comment on the issues without discussing the implications that arise from your comments/description for the stakeholders.)

Question 2

Based on the issues and challenges presented in Question 1(a) and 1(b), prioritise the importance of the role of the operations manager in this company by answering the following:

(The previous question forces you to understand the background of the industry and where it is headed in the future. The following questions focus on the future development of the business practitioner involved. You are the Operations Director, so, please answer the following questions based on what you think the role of an operation manager for this company should be in the future.)

  • What is the role of the operation manager as we move into the future for this company? With an augmented work relationship with AI/automation, what value can this manager add to the people reporting to him as well as to the customers of this company? Be prepared to support your claims based on your answers in Q1(a) and Q1(b), and please do not give generic answers, frame your answer to the context of this company. (15 marks)
  • Based on your answer in Q2(a), appraise the attributes and skills that you think the new age operation manager in this industry need to possess. Justify your answer based on our discussion from the works of either Tom Friedman or Heather McGovan or the discussion concerning polymaths. In your answer, remember to apply the materials to this particular Do not give generic answers, rather, frame your answer to the context of this company. (20 marks)

Question 3

Based on the issues which you have identified in Q1(a), design four interview questions which you would like to ask the customers of this company to better understand their views, needs, and expectations. Justify the rationale of each question and how it links back to your answers in Q1 and Q2. Do not give generic answers, rather, frame your answer to the context of this company. (15 marks)

Answers to Above Questions on Artificial Intelligence

Answer 1: The advancement in the field of technology has provided significant development in the form of artificial intelligence that allows businesses to gain competitiveness over others. Artificial intelligence is all about utilising robots controlled by a computer in order to perform tasks that are usually done by humans. Technology has also provided opportunities in terms of automating the processes whereby a system operates automatically in order to perform a task. The application of artificial intelligence and automation is carried out by businesses in different sectors, and in order to perform an analysis of its implementation, the specific SME selected is Agoda in Singapore from the South East Asia region. It is an online travel agency for hotels, vacation rentals, flights and airport transfer. The analysis therefore focuses on the issues related to the application of AI and automation in the performance of Agoda in future…..


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