MN30676: Coursework Case Study Answers

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Case study:

Four alumni who took the Management Science unit (Emily, Emma, Kate, Summer) decide to setup a new side business, and offer a drop-in paid online Arena tutoring service to the upcoming students at the School of Management.

You will model the business considering a 21 day simulation, and each working day will have 8 hours. Your potential students arrive one at a time following an exponential distribution with mean value:

10+x+y minutes (for the code example: 10+4+7=21 minutes)

The students prefer to deal with a tutor in person (for the cost of £30), if there is no queue. Classes last a time (in minutes) that follows a triangular distribution with parameters:

Minimum time: 20 + z minutes (for the code example: 20+0=20 minutes)

Average time: 20 +0+ 7 +4 minutes (for the code example: =31 minutes)

Maximum value: 20+ 2* z+ y + x+ 2*q minutes (for the code example: 20+2*0+7+4+2*2=35 minutes)

(If z=y=x=0, then you can assume x=5)

If no tutor is available, 60% of the students are ok with consulting a computer-based service (if there is no queue). In this case, each student will pay £10 for the computer-based session. You have two computers available, and each student takes a time (in hours) that follows a triangular distribution with parameters:

(in the formulas below, if q=0 use w, if q=w=0 use y, if all three are zero, you can use x instead)

Minimum time: 20+q minutes (for the code example: 20+2=22 minutes)

Average time: 20+q+w minutes (for the code example: 20+2+2=24 minutes)

Maximum value: 20+q*2+2*z+w minutes (for the code example: 20+2*3+2*0+2=28 minutes)

Emily, Emma, Kate and Summer need to find time for this job alongside their primary occupation, so they can only work part-time. Each of them works according to a schedule (see the corresponding schedules in the CourseworkMN30676_2025.doe file).

Their time has no cost (they will split the company profits), but they can employ a part-time worker (to be paid £150 per working day), or a full-time worker (£120 per day), if required.

 

 

Questions:

1. Set up the simulation study with the correct parameters (using file doe). Use the correct simulation replication parameters and the input files (according to your student’s number), and introduce variables/attributes/visualisations needed for the system assessment.                             [15 marks]

 

2. Provide an initial system assessment: provide an assessment of your system based on the results obtained from executing the model, as if you presented your findings to the company management. Your answers should be based on the numerical results obtained during the simulation, and you clearly define your performance indicators. Please highlight few critical aspects which would require managerial attention.                         [20 marks]

 

3. Workload balancing: what would be the ideal level of staffing for your system? Attempt finding the working patterns of the friends and the paid workers to optimise the system profitability. Showcase your experiments, the scenarios considered and the outcome of each scenario. Explain why you picked the staffing solution you preferred and why.    [25 marks]

 

4. Marketing campaigns: you are considering implementing a marketing campaign. You aim to provide a 20% discount on the tutor and computer lessons during weekdays. This is expected to increase the number of customers in the weekdays by 30% (the interarrival time would then follow an exponential distribution with mean (20+x+y)*1.3 minutes). How could you include this feature in the simulation model? Would the new system be more profitable or equally profitable? You can consider the staff initially provided in subquestion 1, the staff proposed in subquestion 3 or both.         [20 marks]

 

5. Design an alternative marketing campaign or operational modification which you think might benefit this business. Justify your assumptions and adjust (or not) the model as you deem fit. Explain and quantify if the new proposed marketing campaign/operational modification is profitable (or brings an advantage to the business), using quantitative analysis.                 [20 marks]

 

 

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