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1.IntroductionPortable computers were originally developed and then modern

laptops were developed which composed of components such as

keyboard, desktop, touch pad and AC adapter which is used as a

rechargeable battery made into a single unit. Laptops are also

called as notebook computers. In September 1975, the first

portable computer was introduced. The flip form factor was the

first laptops introduced in 1980s and it was first released in

Australia by Dulmont Magnum in the period from 1981-1982. But the

laptops were not internationally marketed. Gavilon SC was the one

who first introduced and named the word “laptop” in the year 1983

by the manufacturer.

There are so many techniques developed in order to maximize the

battery life in portable computers and this was also added in the

laptop such as touch pad, handwriting recognition, pointing stick

etc. VGA resolution and increasing screen resolution was

introduced in 1988 and the display feature got upgraded with its

big resolution screen and size.

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ASSIGNMENT 1 Figure 1:

Samsung symbol

Samsung was started as a small export business in Korea, now it

is one of the largest worlds’s leading in the world in the field

of electronics industries. Samsung’s main specialization is media

and digital appliances. Samsung’s products are more innovative

and considered as the top quality products in the world even

today. Their products and processes expanded widely and its

growth in market share and revenue touched the peak and made the

life of consumers even better in the entire world.

Globally there are approximately 270,000 employees and the

company is operated in 67 countries all over the world. Samsung

mainly believe in ethical management is acting not only as a tool

for prompt changes in business but also acts as a vehicle for

constituting trust in various stakeholders such as customers,

employers, shareholders, business partners and the local

communities. In 2011 revenues, $149 billion which is revolution

in the history of Electronic company in the world.

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Figure 2: Samsung Laptop

In this report, Samsung laptop is used as a “Product” and its

features and innovations are discovered based upon the experience

of the Samsung.

2. Customer Satisfaction2.1 Stakeholder Identification

Stakeholders are a group of person or an individual who has an

interest in an organization or company directly or indirectly

concerned about the products. Below is a table of stakeholders

and their expectations:

S.N

o

Stakeholders Expectations

1 Customers Affordable prices

High performance

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Quality

Battery life

Warranty period

Durability and Reliability2 Suppliers Long term contract

Huge delivery

Security in payment

High profit margin

Continuous orders without any

drawbacks3 Dealers Brand name

Reliability and quality4 Samsung Employees Increase in salary

Wages on time

Promotions

Job security

Good work environment5 Retailers Advertisement from Samsung to

increase demands

Supply of goods on time

High profit margins

Technical support6 Local Government High talk incomes

Employment facilities

Tax payment on time

Follow rules and regulations

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7 Owner or Management High profits

Innovations in technologies

Increase in share market

High brand name and image8 Samsung’s

shareholders

Innovations

High profit margins

Reduction in risks9 Competitors

( Samsung with Apple)

Using the new technologies and

applications

Ideas used for innovations10 Bank or finance Increase in business opportunity

No loss

Good history in credits

Table 1 Stakeholder Identification

2.2 Methods of capturing Customer needs

1. Benchmarking

2. Feedback form from dealer / showroom

3. Customer interview questions

4. Conducting survey questions

5. Warranty form claims

6. Market trend research analysis

1. Benchmarking:Benchmarking is the process in which comparing products or

services with another business processes to set the standards of

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ASSIGNMENT 1 the industry. Benchmarking helps not only to compare the

different company’s products but also to analyze and identify the

improvements initiated in one’s company or organization. This

will help to achieve target as well as more importantly, products

or process explains how and why these companies are successful.

From this we will know how the customer are getting benefitted

from the product or not and also benchmarking which is against

the competitors can result into tensions as they are feared to

lose competition in the firms.

2. Feedback form from dealer:

In order to know about the purchase of the customer after buying

a product it is important to give the feedback form to the

customers and ask them to fill in because that is directly given

by the customer. Also this is added advantage which will advance

the product and helps to satisfy the needs and wants of the

customer.

3. Customer interview questions:

Customer interviews can be done through face to face or through

telephone calls. Interviews by face to face are expensive and

time consumption will exceed whereas telephone interviews are

quicker and cheaper also. Interview questions may directly state

the needs and satisfaction of the customers. Interviewing the

customer by asking comprehensive questions will avoid confusions

and will be explained by the interviewer. This will help to get

clear customer outcome and answers as well.

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ASSIGNMENT 1 4. Conducting survey questions:

Instead of conducting interviews, conducting surveys will make

work easy and has good reach because of reach of so many

customers online or by mail. Customers can fill the forms easily

by completing the questions and send it for data processing. All

questions are framed directly to avoid confusions. Mail questions

typically have low rates for the response say approximately 20%

whereas face to face interviews have 85% response.

5. Warranty form claims:Warranty claims can be used for the shortcomings of the products

and to assess the customer satisfaction. Using these the claims

are determined to identify whether the customers are satisfied or

not and if not satisfied they are valued but this is considered

as the expensive source. The products which were returned by the

customers are used for insight of the company and see how

customers handled that products and why mistakes and errors

occurred. By testing these products errors can be detected and

adjustments will be made for the current process or the current

products.

6. Market trend research analysis:

Market research is conducted by marketing agencies to find the

position in a market of a product, performance of a product,

customer needs and satisfaction. There are two ways of research

analysis:

time frame analysis

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ASSIGNMENT 1 point in time analysis

Time frame analysis is nothing but discovering changes in

behavior with respect to time and point in time analysis is only

for current situation in the research market.

Customer Survey Form

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2.3 Kano Analysis

For Kano analysis, classifications are done for the satisfaction

and needs of the customer. In this analysis, there are three main

requirements and needs of the customer.

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ASSIGNMENT 1 MUSTS - “MUSTS” are considered as a basic requirement that

should satisfy the customer without their help and it’s a basic

thing of all products which should possess.

WANTS - “WANTS” are the requirements of the customer which they

have as an option or opinion of the customer. Wants are different

for different products.

DESIRABLES - “DESIRABLES” are also called as extra which are used

for the customer in order to get attracted and make excitement by

the product.

They are illustrated in the table below:

MUSTS

1. Speed (4.3 GHz)

2. Hard disk (2 TB)

3. Random Access Memory(RAM 4 GB)

4. Processor (INTEL)

5. Reliability

6. Operating system (Windows)

7. Wireless connection (Wi-Fi)

8. DVD Writer (64X)

9. Battery backup

10. Two years warranty (Minimum warranty)

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WANTS

1. Long time warranty (Extended)

2. External hard disk (2TB)

3. Screen Resolution (size of the screen)

4. Graphic card (Driver for the graphics)

5. Webcam with microphone (inbuilt)

6. In-built speakers

7. Antivirus ( MCAFEE)

8. Finger print identification (Security)

9. Card reader

10. USB/ HDMI Reader

DESIRABLES1) International warranty ( Worldwide)

2) Laptop bag

3) Insurance (One year)

4) Pen drive / Flash drive

5) Color panel (Detachable)

3. Design Requirement3.1 Quality Function Deployment

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Table 2 Quality Function Deployment

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3.2 Failure Mode Effect Analysis

Part or

Function

Potenti

al

Failure

Effect

on

System

Root

Cause of

failure

Risk

Before

Action

taken

P S

R

Action to

reduce

risk

Risk

after

action

taken

P SR

Processor Process

or

failure

Laptop

stop

workin

g

Clock

failure

internal

ly

4 5

12

High

temperatu

re

1 5

5

Hard disk Seconda

ry

Storage

Device

Failure

No

space

in

storin

g and

gets

affect

ed

Over

storage

and life

span

4 5

12

Over

storage

and keep

inspectin

g hard

disk

1 5

5

Durability Softwar

e

corrupt

ion

Failur

e in

system

Virus in

system

4 5

12

Antivirus

protectio

n

4 5

12

Drivers Virus

in

Failur

e in

Unwanted

driver

3 4

12

Downloadi

ng from

4 5

12

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Drivers device installe

d

proper

siteManufactur

ing

Materials

Life

span

decreas

es

System

breaks

Defects

during

manufact

uring

4 5

12

Increasin

g quality

of

materials

3 4

12

Table 3 Failure Mode Effect Analysis

4. Supplier Selection and Evaluation4.1 Ten major components of Laptop:

Processor

RAM

Hard disk

Display screen

Camera

Speakers

Bluetooth module

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ASSIGNMENT 1 Wireless network module

USB port

DVD Writer

Battery

4.2 Component criteria for supplier selection:

There are so many components in a laptop mentioned under the

lists of components. Among these components I have chosen

“Display Screen” for further discussion. There are some criteria

which have to be followed by suppliers and they are discussed

below:

Clarity in display

Display screen size options

Image quality

Price condition

Reliability and delivery time

Safety

Warranty time

Trouble shooting problem

Production capacity

Innovation

Stability in market

Experience with supplier

Sustain brand name in market

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ASSIGNMENT 1 4.3 Supplier Selection System:

Selection

criteria

Supplier A Supplier B Supplier C

Clarity in

display

5 8 7

Display screen

size options

7 9 8

Image quality 6 8 7Price condition 6 7 6Reliability and

delivery time

5 7 5

Safety 6 6 6Warranty period 6 7 5Trouble

shooting

problem

5 7 5

Production

capacity

5 6 5

Innovation 5 6 7Stability in

market

4 8 6

Experience with

supplier

4 6 6

Sustain brand

name in market

5 8 7

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Total 69 87 81

Table 4Supplier Selection table

4.4 Outcome of Supplier Selection Process:

Based on the above table the supplier selection system should

be supplier B because it has got the highest score of 87 among

supplier 1, supplier 2 and supplier 3. This selection process

was chosen based on so many reasons that are described below:

Supplier B has rated very high in clarity compared to all

the three suppliers A, B and C and there are only a few

differences which are clearly shown in the table.

Nowadays people prefer bigger size in screens especially in

laptops and also they require options for different sizes.

Therefore it is very important to satisfy customer’s

expectations which supplier B is providing than the other

suppliers.

The main purpose of display screen is to see the images

clearly and the picture clarity is important which is

satisfied by the supplier B than other supplier A and C.

Cost of the laptop is affordable, efficient enough for the

customers to buy in supplier B whereas not in supplier A and

C.

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ASSIGNMENT 1 Delivery time for the product is very important because of

the production shortage and this needs time to reach

delivery on time either in shipping or by air mail. This has

to be focused so supplier B has got higher rating compared

to other two suppliers.

Warranty period is also high because customer builds in

trust and needs safe so supplier B has comparatively high.

People by seeing the brand name get attracted and it has

certain values on the product. For this brand image the

product has got higher rating compared to two suppliers.

For every small to big product there should be financial

stability on the cost of the laptop so supplier B scored

high which is 8 points.

By evaluating the performance individually and through complete

assessment by examining and comparing with three suppliers A, B

and C, the maximum score in total is Supplier B.

5. Statistical Process Control

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ASSIGNMENT 1 5.1 Ten Process Identification

1. The components and the subsystems are very essential for

building the whole system for the laptop called as Supplier

nomination process.

2. In order to produce good products, auditions will be

conducted to ensure about the quality of the product and if

this is successful and approved then the process of final

production is allowed to produce laptop. This is said to be

Supplier quality process.

3. Meeting the requirements of the actual production in terms

of components and sub systems.

4. Ensuring the final components in the term called Bill of

Material (BOM) should fit the conditions of the production

measurements. This is Product matching process.

5. Verifying that the product is built according to the

components which was already defined and should satisfy the

requirements of SAMSUNG. This will ensure that whether they

have built the right laptop. This is called Verification

process.

6. Validating the process that the components of the laptop as

the final product work properly as expected in order to meet

the needs of the customers. This process is known as

Validation process.

7. In producing the final product, SAMSUNG in all need to

manufacture tools which will help in producing components as

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ASSIGNMENT 1 a whole for end product. This is known as Supplier tooling

process.

8. Supplier delivery process is to make sure that the component

which was delivered by the suppliers has delivered in time

or (JIT) Just in Time, for the product to run smoothly

without any insufficiency.

9. Assembling all the components and elements ready for the

final end product to deliver it to the market and for the

customer use. This is called Final assembling line process.

10. The final important process is delivering to the

customers and to look after the service sector of the

laptop.

5.2 Statistical Control charts for Process Monitoring

Statistical control charts are used to measure the accuracy

and to check whether this process is in control or not. This

process also involved in variation for measuring

effectiveness. There are two variations caused: Special

cause variation and common cause variation. Special cause

variation is very rare whereas the Cause variation is the

differences we find during the process. For differentiating

these variations, control charts are being used. Control

charts are divided into two. They are:

Attribute data:

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ASSIGNMENT 1 This counts the characteristics of the process and

indicating the scale of acceptance or non-acceptance. The

charts are as follows:

I. C chart

II. P chart

III. NP chart

IV. U chart

Variable data:

This measures the characteristics of the continuous

scale. These include:

I. X chart

II. IMR chart

III. X bar and R chart

IV. X and S chart

5.2.1 X bar and R chart

This chart is used to measure the characteristics of the process

with a sample fixed and on a continuous scale. Since the sample

size is high this chart is more accurate and efficient to process

the calculations. If there occurs any problem it is very easy to

plot using X bar and R chart.

X for Functions Mean Value

R for Range

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ASSIGNMENT 1 Thus drawing these charts can clearly check and monitor

deviations in certain levels.

5.2.2 C – Chart

C charts are used to monitor the defects and counting the

defects on the products. This is used for attribute data in

terms of fixed or varying sample size. The counting is done

not by defective or not defective instead it is counted per

single unit as zero defects, one defects respectively. They

are plotted in numbers.

X axis – for carrying the sub group

Y axis – for non-defective samples

UCL is Upper Control Limit

LCL is Lower Control Limit

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ASSIGNMENT 1 5.2.3 P chart

This is to monitor data of a process which is of

attribute data. Since there are only two possible ways of

counting ‘defective’ or ‘non defective’, so the item has

to counted as one defective item. Defective items are

plotted per sample p in percentage. Using this chart data

can be plotted in such a way that X bar and R chart

cannot plot.

X axis – Time interval

Y axis – Sample space

5.2.4 NP chart

This chart is also used to monitor data of a process by

counting the defects of the items but on fixed samples. This

allows counting numbers of defective items.

X axis – Sample space

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5.2.5 U Chart

This chart is used to monitor and count the proportion of the

defects based on the fixed samples or varying samples. Defects

are plotted in percentage and U charts have the possibility of

samples which are varying sizes.

X axis for Group Designation

Y axis for Number of defects

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5.3 Implication of U Chart

This table shows the weekly counting of defective items which are

recorded.

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Table 5- U Chart Table

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ASSIGNMENT 1 Figure 3 U Chart Graph

6. Continuous Improvement6.1 Product Problems

Various problems can occur during the life cycle of laptop,

which may lead to loss of the product and also lead to

customer dissatisfaction. The various problems are as follows:

Quickly dying out of charge

Operating systems corruption

Network problem

Display faults

Webcam broken

Keypad broken

6.2 Problem Solving Tools

For solving all these problems, there are some problem solving

tools and techniques to be followed. Here are some tools:

1) Gantt Chart

2) Pareto Diagram

3) Run Chart

4) Problem Solving Form

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ASSIGNMENT 1 5) Brainstorming

6) Mind-Mapping

7) 5 Whys

8) Histogram

9) Data Collection Sheet

10) Cause and Effect Diagram

6.3 Problem Rectification using Problem Solving Tools

6.3.1 Data Collection Sheet

Problems Occurren

ce

Rank

ing

Quickly dying out

of charge

Operating system

corruption

86 1

Operating system

corruption

65 2

Display faults52 3

Network broken 43 4

Keypad broken 32 5

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Table 6 Data Collection Sheet

From the above table it is very clear that the battery dying

problem is one of the main problems from the Data Collection

Sheet.

6.3.2 Pareto Diagram

Quickly dying out of

charge

Operating System

corruption

Display faults

Network faults

keypad broken

0102030405060708090100

Occurence

Figure 4 Pareto Diagram

It is obvious that the overheating, continuous browsing,

searching for wired or wireless network lead to the loss of the

battery life of a laptop, with a percentage of 86%.

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ASSIGNMENT 1 6.3.3 Brainstorming

Brainstorming generates the data to find the causes of

the problem for quickly dying of charge in laptop.

For brightness too much energy is used by the

display

Battery of laptop is charged often

Overheating of the laptop

Virus in the laptop affecting the system

Bluetooth activated always

Not handling laptop properly

CPU requires so much of energy

6.3.4 5 Whys

Why – does the battery die so quickly?

Because the laptop is recharged so often

Why – is the battery often gets recharged?

Because the battery can withstand only for 3 hours maximum

Why – does the battery withstand only for 3 hours?

Because they built high level definition in order to make

small capacity

Why – did they build small capacity battery?

They would make larger space to withstand charge

Why – do they take larger space?

The producers and designers estimated the space which is

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needed for components of the laptop.

Table 7 Why Analysis Table

7.References:

Mary Bellis, “ History of laptop computers”, Last accessed on 10th October 2012,

<http://inventors.about.com/library/inventors/bllaptop.htm >

Nelson, Lloyd S. (1985), "Interpreting Shewhart X Control Charts",

Journal of Quality Technology, 17:114-16.

Shewart, Walter A. (1931), “Economic Control of Quality of

Manufactured Product”, Princeton, NJ: Van Nostrand Reinhold Co.

(Republished in 1981 by the American Society for Quality

Control, Milwaukee, WI).

Steel, R. G. D. and J. H. Torrie (1980), “Principles and

Procedures of Statistics”, New York: McGraw-Hill. n.d., “Samsung the power “, Samsung, Australia, viewed on 10th

October 2012,

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ASSIGNMENT 1 <http://sgsg.samsung.com/About_us/05About_Samsung.asp >

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