Design Audit Report

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DESIGN AUDIT REPORTAkshata Malhotra / Alomi Chishi / Disha Kaushal

SDM-2010-2012



The National Institute of Design (NID) is internationally

acclaimed as one of the foremost multidisciplinary institutions

in the field of design education and research. The business

week, USA has listed NID as one of the top 25 European and

Asian institute in the world. The institute functions as an

autonomous body under the department of industrial policy

and promotion, Ministry of commerce and industry and

Government of India. NID is recognized by the Department of

Scientific and Industrial Research (DSIR) under the ministry of

science and technology and Government of India, as ascientific and industrial design research organization. NID has

been pioneer in industrial design education after Bauhaus and

Ulm in Germany and is known for pursuit of design excellence

to make ‘Design in India’, a reality in NID graduates have made

a mark in key sectors of Commerce, industry and social

development by becoming catalysts in the process and

through thought leadership.

About National Institute of Design

Design Audit / Amtech Electronics / September-October 2011



Business managers and leaders now recognize the importance

of design and design thinking in formulating business

strategies and implementation of integrated managementdecisions. As a result understanding the deployment and

management of design processes and practices is now a

major focus of capability development for the corporate

sector. Particularly, the consumer-driven businesses perceive

the role of design thinking as significant in developing and

delivering innovative products and processes. Strategic Design

Management is concerned with integrative and collaborative

business management requiring a new breed of managers

who are skilled at working with a wide range of multi-disciplinary inputs and diverse team members in order to

achieve holistic and sustainable business solutions. The

educational program in Strategic Design Management (SDM)

is conducted within a design thinking framework. The

program is project-oriented, human-centric, and interactive

in approach. It finally culminates in an industry-based project

with a view to connect students with the business world, and

develop their skills and confidence in working with the real

life situations. The SDM students can specialize in specificareas such as user research, branding, retail design and

management, new product development, environmental

design, and social development. They can also perform

applied research in design management with a view to

develop new tools, methods, and processes.

About Strategic Design Management




Design Clinic Scheme for Design Expertise to MSMEs, a unique

and ambitious design intervention scheme for the country’s

large micro, small and medium scale enterprises, is aninitiative of Ministry of MSME, Government of India has been

launched under National Manufacturing Competitiveness

program. The main objective of the Design Clinic Scheme is to

bring MS&ME sector and design expertise into a common

platform and to provide expert advice and solutions on real

time design problems, resulting in continuous improvement

and value addition for existing products.

We chose Amtech electronics as an organization for this

course primarily because their openness to Design and DesignThinking. What made it really challenging for us was that since

none of us have any remote connection with engineering, it

took us some time to get accustomed to their working and

the strictness in the procedures followed.

In retrospect, we think that our complete ignorance about the

engineering domain turned to our advantage at some level

and we were able to take a more holistic approach rather than

getting caught with the product details.

It was a (very first and) very different learning experience thatmade us envision how to objectively make decisions when the

interest of a larger group is involved.

About Design Audit Module




PHASE 1

PHASE 2 ANALYSIS

DATA COLLECTION

We followed the process of Data Collection through

• Secondary Research- website, monthly newsletter, internal

files, brochures, competitor’s websites.

• This was followed by Primary Research- direct observation,

participatory observation, long interview and short

interview.

These research techniques helped us get Data about the

company, which we structured into relevant topics. The next

step was to analyze this structured data. We used qualitative

analysis techniques to understand and find some insights.

These insights were now converted into opportunity areas

and intervention proposals were made.

PHASE 3 INTERVENTION

PROCESS




History:

AMTECH is synonym for American

Technology. The company was formed in1987 with a factory located at

Electronics Estate in Gandhinagar, but

production began in 1991. The founder

of AMTECH ELECTRONICS (INDIA)

LIMITED is an NRI highly qualified

technocrat from USA.

AMTECH has a mission- to give TOTAL

AUTOMATION SOLUTION in the field of

MOTION CONTROL. The professional

management has translated this vision

into manufacturing of high- tech quality

products. AMTECH has won many

laurels in the area of professional

management and product excellence.

AMTECH has technical association with

multinational companies of Germany,

Japan, U.K and USA. AMTECH achievedrecognition of in-house R & D unit by

DSIR, Government of India and also got

ISO-9001 certification from M/s. DNV, in

1999. Indian Government’s liberalised

policy had changed Indian industries to

be more competitive.

COMPANY PROFILE

DATA COLLECTION

This sign-board outside the main office

was our first interaction with Amtech

Electronics.




Company’s Objectives:

The company’s objective is to help the

Indian industry in improving productionand quality by manufacturing

automation support products. 1

The aim of the company is to provide its

employees with a safe, healthy and

comfortable working environment, to

be an equal opportunity employer, to

encourage a holistic family atmosphere

in their working relationships and to

instil the belief that everyone at

AMTECH is part of a visible, unified

team. AMTECH is an SSI unit having

sound financial and technical backing on

its own. In a very short span, it has

achieved greater heights in the market.

It is enjoying its reputed clients all over

India. Even being an SSI unit, it has all

kinds of facilities like R&D, Quality

Assurance, Customer Support Division

catering to pre- sale and post- sale

services. The company’s attitude of

encouraging and motivating the spirit of

innovation and initiative in its people

has contributed significantly to growth

and success.

COMPANY PROFILE

DATA COLLECTION

1 This was not mentioned to us in any

of the interviews- Shows lack of

awareness about the company’s main

objective amongst the employees.




COMPANY PROFILE

DATA COLLECTION

Production facility :Manufacturers of industrial electronics

Production, R & D, Corporate Office &

Registered office at Gandhinagar.

Distribution through dealers (30 across

India), branches, direct orders.

Resident Engineers & System Integrators

across India

Location of Manufacturing Units:Amtech Electronics (India) Limited

E-6 GIDC, Electronics Estate

Gandhinagar-382028Registered Office:Amtech Electronics (India) Limited

E-6 GIDC, Electronics Estate

Gandhinagar-382028

Factory Area/ Power CapacityPlot Area: 4146.25 sq. meters

Built-up Area: 2

Factory:4117.00 sq. meters

R&D: 391.00 sq. meters

Admin: 381.02 sq. meters

Power Capacity: 630 kW, 11kV

Key Offerings:

Product

Support

After sales service

Market segment catered:

Amtech Electronics India Limited is in

the Motion control, Automation, Powerquality and Industrial Electronics

business. It is a B to B enterprise which

caters to industries such as automobile,

cement, chemical and fertilizer, food &

beverages, manufacturing units, metal

& steel, oil & gas, pharmaceutical,

textiles etc.1

Market Share:

It has a market share of 8-12%

Mission:

“We have mission of developing

technology to give total automation

solution to our customers in the field of

MOTION CONTROL.” 3

Vision:

Not stated 4

1 Since the products offered are capital

goods and are involved in the

production process, prompt support

and after sale service are very

important for the client.2 Presently the company is in its 5th

phase of expansion

3 They have now expanded their

product range to other areas including

power quality and automation. Shows

that mission statement has not been

updated for a long time.4 No vision statement – shows lack of

focus and direction




CLIENTS

DATA COLLECTION

Clients depend on Amtech systems to

control their pump jacks, air handlers,

compressors, cooling towers, grinders,

mixers, screw feeders, fixers and other

industrial equipment. 1

Chemical/Petrochemicals industries

Pump jacks

Compressors

Decanter centrifuges

Mixers

Screw feeders Vibration feeders

Food/ Beverages industries

Metering / Process Pumps

Fans / Exhausts

Mixers

Driers / Ovens

Palletizers

Monorails

Conveyors

Bottlers l Mixers

Rollout Tables

Pulp and paper industries

Fans exhaust

Centrifugal pumps

Metering/process pumps

Centrifuges

Pharmaceutical industries Building Automation

Plastic and rubber

AMTECH CLIENTELE

Ambuja Cement

LML

Ashok Leyland

Alembic

Ranbaxy

Glaxo

Zydus Cadila

IFFCO

RPG

P&G

Pidilite

CocaCola

BHEL

ONGC

IOCL

TI Cycles

Amul

Reliance Petrochemicals

1 Amtech provides customized

electronic solutions for different

industries. But in spite of that, their

product focus is not lost. They have

their own design and development

team.

Also, this reduces their design cost

(which they would have had to pay to

other companies for designing) and

entitles them to charge a premium.




Two divisions:AMTECH is divided into two parts –

1. The projects which work with

Government Institutions (Research

Institutes) like Windpower energy

conservation.

2. The other part is manufacturing

standard products for various industries

as listed before. 1

These 2 parts have separate stores,

purchase department, production

department etc.

5S Concept:5S is the name of a workplace

organization methodology that uses a

list of five Japanese words which

are seiri, seiton, seiso,

seiketsu and shitsuke. Ttranslated

into English, they all start with the letter

"S“- Sorting, Setting in Order, Systematic

Cleaning, Standardizing, and Sustaining

the discipline.

The list describes how to organize a

work space for efficiency and

effectiveness by identifying and storing

the items used, maintaining the area

and items, and sustaining the new

order. The decision-making process

usually comes from a dialogue about

standardization which builds a clear

understanding among employees of

how work should be done. It also instills

ownership of the process in each

employee.

FIFO:AMTECH follows FIFO as a production

methodology.

FIFO is an acronym for First In, First Out,an abstraction in ways of organizing and

manipulation of data relative to time

and prioritization. This expression

describes the principle of

a queue processing technique or

servicing conflicting demands by

ordering process by first-come, first-

served (FCFS) behaviour: what comes in

first is handled first, what comes in nextwaits until the first is finished,

analogous to the behaviour of persons

standing in line, where the persons

leave the queue in the order they arrive,

or waiting one's turn at a traffic control

signal.

COMPANY WORKING

DATA COLLECTION

1 Even though 70% of their revenue

last year came from Renewable

energy, there is no mention of it in any

of their external communication media

like website. Competitor Companies

like Siemens stress on the company’s

concern about the environment on

their website, thus building an image

of their brand.




MARKETS

DATA COLLECTION

Core Strengths: 1

Strong manufacturing base

In house design & development team

Provide industry specific customized

products

Fast Turn Around (Cycle from half day

to 12 weeks)

Complete solution “from concept to

realization”

Vast range of products – vertical &

horizontal

Competitors: ABB

Siemens

Allen Bradley

LG Electronics 2

They hardly have any competition in

providing service as they are able to

provide it at the best price in the

market.

Area of Business Motion Control

Automation

Power Quality

Industrial Electronics

Product Range:1. AC Variable Speed Drives (Inverters)

0.250.25 HP to 1000 HP

2. Electronic Soft Starter

5 HP to 1000 HP

3. High Frequency Drives

4. Automation ProductsPLC, Servo Axis Controller, Stepper

Motor and so on

5.Medium Voltage Drives

250 kW, 3.3 kV to 12.5 MW, 11kV

1 It is important for them to focus on 1-2 strengths that differentiate them

from the competitor.2 Because their major competition is

from multinational giants, it is very

important for them to identify core

strengths and to market themselves

well to build an image in the market.




ORGANIZATIONAL STRUCTUREChairman

Director

AGM

(Marketing)

Sr. Manager

(R & D)

DGM

Training

CSD Sales

Dy. Manager

Materials

Total Manpower of 300 people

150 engineers, 50 technicians,

Rest – support staff

R & D

AGM

(HR and P&A)

PQ & EC Corporate

Marketing

E-Marketing

Sales &

Promotion

QA / QC ISO-9000

(MR)

Dy. Manager

Dy. Manager

(Production)

Sr. Manager

(Finance)

Production Engineering

Assistant

Manager

Dispatch PPC Purchase Stores Finance

Accounts

DATA COLLECTION




1 This means that there is need for

better employee motivation programs,

which show employees the

opportunity that Amtech provides to

them in terms of flexibility and ability to make a huge impact.2 There is need for incentives on the

basis of new ideas (and not

quantitative targets)- which will make

employees explore and grow

professionally.

DATA COLLECTION ORGANIZATIONAL STRUCTURE

Elements / Departments and

their interlinks:

There are various links betweendepartments at Amtech. For e.g. The

Quality Department is linked to

Customer Support Department,

Purchase, and Marketing .Similarly, the

engineering department is linked to the

R & D department and marketing

Coordination / team work:

Because of various interlinks among thedepartments, there is need for a lot of

coordination among them. Also, since it

is a manufacturing company,

departments are distributed according

to their functions, and these functions

are performed in a sequence. For e.g.,

Purchase of raw material will only

happen when the marketing

department has got an approval from

the client. Hence, this kind of

coordination happens in a very

systematic way, through the ERP

software system , trying to leave no

scope for error.

HR :Employees at the top management

level at AMTECH have been working

since 12-16 years in the company.1

However, the middle level employees-

the entry level engineers have a high

rate of leaving the company and

switching to multinationals. This may be

because of better financial packages

that the multinationals offer. 2




Incentives:For some of the departments like

marketing, salaries are based on the

targets. Also, three years back, the

company had a system of “ The Best 3

Employees of the month”, however, it

did not work as the ones who did not

get recognized would get demotivated.

Hiring:Through campus interviews in colleges,

job portal, interviews. In case a person isleaving, the notice period is 2 months.

The department head then fills a

requisition form and then hiring is done.

Motivation: Inclusion of personal

accident policy , housing, travelling,

medical, uniform, helper costs and

Provident fund in the offered Package.

Other than this, in AMTECH, decision

making is very quick and there is a lot of

flexibility in terms of work – employees

do have the freedom to explore and

innovate processes . Hence, the ability

to have a huge impact in the company

(and also the society) may be a

motivation for some employees.

DATA COLLECTION ORGANIZATIONAL STRUCTURE




The Quality Planning is such that the process of each department is

documented (visually and in words)

and has certain “locks” (like

authorization before proceeding to the

next step) so that the quality is

consistent even if people change.

Quality

Manual

Operating Procedures

Manual

Work Instructions

Manual

Forms & Formats

Manual

DATA COLLECTION IMPORTANCE OF QUALITY




Product QualityRelated Problems

INCHARGE QA / MR

Work In Progress

Inspection

Incoming

Inspection

ISO-9000

QA Function

Final

Inspection

Solutions Quality SystemRelated Problems

Solutions

DATA COLLECTION IMPORTANCE OF QUALITY




1 The company therefore focuses on

the PROCESS involved in production

and not just the final product.2 Shows the company’s belief in

adapting to changing technology and

market. Reinforces the insight that the

company adapts for sustenance.

Importance of QUALITY:

The product offered is used continuously

by the clients 365 days and also acts asCapital Good Investments, thus any

slight problem with the product (or

inappropriate service) can multiply the

financial losses of the client. In tie-ups

with other OEMs (Original Equipment

Manufacturers) also the quality of

product plays a major role because then

the reputation of both partners is at

stake.Corporate Quality objectives

Customer satisfaction commitment.

Technological innovations in motion

control.

TQM with effective quality system. 1

Holistic atmosphere for employees.

Understanding of MarketIntelligence & Market Reach:

The company believes in the importance

of AMTECH reaching out and making a

mark in the market as well as keeping

themselves aware about the market

changes and developments. 2

ANALYSIS COMPANY ANALYIS




Adaptability for Sustenance:

Context: The period between 1984 and

1990 was the golden period forelectronics during which the industry

witnessed continuous and rapid growth.

From 1991 onwards, there was first an

economic crises triggered by the Gulf

War which was followed by political and

economic uncertainties within the

country. Pressure on the electronics

industry remained though growth and

developments have continued withdigitalization in all sectors, and more

recently the trend towards convergence

of technologies.

After the software boom in mid 1990s

India's focus shifted to software. While

the hardware sector was treated with

indifference by successive governments.

In this scenario (90s), when

industrialization was at its peak, Amtech

which started off (in 1987) as a company

catering to motion control electronics

for industrial use, expanded to

automation and power quality.

Also, they shifted from a OEM company

to an ODM company, where they had

their own design and development

team, which brought down their designcosts and hence they could provide

these solutions for a better price. This

journey has also resulted in great

expansion of infrastructure in terms of

production capability and a strong

manufacturing base, resulting in fast

turn over.

Now, their next step is to build trustamong the clients , which would create

value for their brand. They have also

started tying up with OEMs like elevator

manufacturers etc. and have started

filing tenders for ONGC, IOCL etc.

ANALYSIS COMPANY ANALYIS


According to our understanding of the

nature of the changes in the

Electronics market Amtech has been

primarily able to sustain in the market

due the ‘contagion effect’ of the

coming in of MNCs. Under this effect

when foreign investors come to any

country they bring in better technical

know-how and in order to their needs

the domestic players also have to

raise the bar. Also in developing

countries like India most companies

develop by imitating technology

brought in by foreign players.



1 The company should ideally market

themselves as a solution provider and

not simply a manufacturer because of its ability to customize.

COMPANY ANALYIS

Core Strengths:In spite of a number of core strengths

mentioned in the communication

media, the real strengths of AMTECH as

against the competitors is:

- Prompt Service and Delivery

- Customization at Standard Cost 1

Market Strategy:It is important for a company to clearly

chalk out its market strategy – either

focus or differentiation. While looking

for core strengths of the company, wefound a number of strengths that the

website and other media tried to

communicate. However, the problem of

having an “all in one” core strength is

that the focus on the important

strengths is lost.- For e.g. The real core

strengths of AMTECH is its strong

manufacturing base, fast turn around

and its ability to cater to industryspecific needs, none of which are

present in its competitors.

ANALYSIS




COMPANY ANALYIS

ANALYSIS

1 This gives a feeling of belongingness

to each employee. They may also

recognize or appreciate the person’s

whose suggestion is implemented.

They can also make it a regular

process to incentivize innovation

Departmental Overlaps:Even though the organizational structure

of AMTECH is a flat and decentralized,

with division of departments on the

basis of function, a number of

employees handle tasks linked to

multiple departments – For e.g. Mr. S.B.

Mahajani (one of the persons we

interviewed)- Dy. General Manager is

handling tasks concerning 4

departments- Quality, Sales, Training,

Power Quality & Energy Conservation.Research & Development:

The core of the Amtech Group's

technical strength is its Research &

Development. Based on over twenty

years of experience, Amtech's

Indigenous R&D department has many

achievements to its credit. This is

substantiated by the fact that the in-

house R&D department of Amtech is

recognized by DSIR (Department of

Scientific & Industrial Research).

Transparency and importance of

Employee suggestions:

To name a product in the company orcreate a tag line, the company

distributes slips of paper for each

employee to write down the names that

they suggest, one of which is chosen and

selected as the name of the product or

the taglines.




They have a strong belief in the integrity

of information.

Internal communication:• Most internal information goes

through the Front Desk Executive.1

• Data sharing through internal LAN

• Meeting of Core Members every 15

days

• Target setting and Review of Progress

• Prayer at 8:45 in the morning 2

Because of the departmental overlaps infunctioning, there is a lot of internal

communication through media like

newsletters, meetings, intercom, LAN

and other informal communication

channels. However, what is missing is

the awareness of the core- the vision

and mission of the company among

people (especially lower level of staff).

ANALYSIS

1 Lack of judgement in providing

information, need to know what theother person is seeking.2 This gives a feeling of belongingness

to each employee. They may also

recognize or appreciate the person’s

whose suggestion is implemented.

They can also make it a regular

process to incentivize innovation.

COMMUNICATION STRATEGY




1 The website acts as the face of the

company for clients. Therefore, it is

important to organize information

such that it is easy to understand

External communication

Communication media used: Monthly

newsletters, product catalogues,

seminars, website 1, exhibitions (e.g.

Elecrama, Automation), trade fairs, tie

ups with OEM (original equipment

Manufacturers), filing tenders for IOCL,

ONGC etc., Customer Development Plan

ANALYSIS COMMUNICATION STRATEGY




ANALYSIS: System Map




WORK FLOW MODEL

Accounts

CSD

Customer

Production

Purchase

StoreMarketing

Dispatch

ANALYSIS: System Map




INSIGHTS

ANALYSIS




INSIGHTS

ANALYSIS




INSIGHTS

ANALYSIS




OPPORTUNITY AREAS

INTERVENTION




PROPOSALS

PROPOSALS



Strategy Proposal 1:

Upon detailed company analysis, we have come to realise that Amtech Electronics

needs to update its overall company strategy.

PROPOSALS

INTERVENTION

Scope of Work:

The company that presently functions at OEM (Original Equipment Manufacturers)

and ODM (Original Design Manufacturers) levels should now take a leap and reach

the standard of an OBM (Original Brand Manufacturers). Any company delivering at

OEM level can charge its clients only for labour and raw material cost and thus it

becomes very difficult to sustain at this level. Over the last few years Amtech has

matured to ODM level and has set up its own Design and Development Departmentbut this also can provide only certain leverage because in absence of proper IP

protection these designs can be easily duplicated by their competitors. The next step

is to charge for its brand (like Allen Bradley or ABB), which brings with it trust about

quality, reliability and durability.

Impact:

In today’s age, if a company as big as Pepsi stops advertising, people will instantly

switch to other competitors. This means that it is essential to make the value of the

brand obvious to the customers. Hence, promoting the brand and building its name

in the market will indirectly result in improved profit per sale as the price for

maintaining the quality standards and delivering a good service is also part of the

price that the clients will pay. Also, since the quality standards will be improved, the

number of orders will also improve which means that the overall revenue will be

increased.




PROPOSALS

INTERVENTION

Methodology:

There are two Phases to achieve this – A. Internal awareness. B. External awareness

A. Spreading awareness in Amtech about- Amtech’s strengths, importance of quality,role each person can play to improve on it. This is the phase where the

employees will get a chance to know their company and hence, can put in

relevant effort for improvement. This also helps build confidence within the

employees and instills in them a sense of belonging.

This should be done through regular meetings within the company- both within

department and inter departments- like R & D with marketing to make the marketing

department aware of the breakthrough innovations that R&D has done.

B. Marketing department should be active and participate in promotions

confidently- about new innovations, Amtech completing 20 years, about its

unmatched strengths. This is the phase where the marketing department needs

to spread awareness about Amtech in the market and hence improve its market

reach, recall and trust value.

This should be done via various strategic media- e.g. getting ratings from clients for

the new clients to see, publicizing the quality measurements taken by the company,

etc.

Timeframe: Since this is a slow process, building awareness within and outside the

company, it will take about 6-8 months to seep through the system.

Deliverables:

- More impactful and appropriate promotions

- Awareness within the employees about the company





Scope of Work: The mission statement of any company defines its fundamentalpurpose and it acts as a common goal that each employee aims for. If any company’s

mission statement is not updated it shows a lack of purpose and indifferent attitude

of the company professionals. Amtech’s mission statement talks only about

automation in motion control, even though they have expanded to other product

ranges including power quality and renewable energy.

Present Mission Statement:

“We have mission of developing technology to give total automation

solution to our customers in the field of MOTION CONTROL.”

Impact:

The impact of stating the purpose of the organization will give a common goal for all

the employees to follow- something they all want to head towards by doing their

bits. This will help them a holistic understanding of the organization they work –and

answer why each process is done in a particular way. This could lead employees to

innovate processes to increase efficiency, or find solutions to certain problems in the

work flow. This will also lead to transparency of where the organization is heading to,

keeping each employee informed.

PROPOSALS

INTERVENTION


O



Methodology:

A. Understanding of what a mission statement is – through examples of successful

multinational companies

Siemens:

On the basis of our forward-looking technology and solutions we respond to the most

challenging questions of our time in the Industry, Energy and Healthcare sectors. Our

wide range of products and solutions are designed with the environment in mind and

engage with the subject of climate change.

Google:

Google’s mission is to organize the world‘s information and make it universally

accessible and useful.Microsoft:

Microsoft’s mission is to enable people and businesses throughout the world to realize

their full potential.

YouTube:

YouTube’s mission is to provide fast and easy video access and the ability to share

videos frequently.

PROPOSALS

INTERVENTION


INTERVENTION



B. Reviewing the appropriateness of the suggested mission statement

The proposed mission statement:

“We provide customized power solutions which help businesses grow through concerted efforts to protect the environment.”

C. Relating the department goals to the common mission of the organization so that

the employees work towards a common purpose.

Timeframe:

The decision about the updated mission statement and communicating it to all the

employees should be done within a month. From then on, the mission should becarried forward in everyday processes.

Deliverables:

A strong, convincing mission statement

PROPOSALS

INTERVENTION


INTERVENTION




Scope of Work: The vision statement outlines what the organization wants to be, or how it wants the

world in which it operates to be. It concentrates on the future and provides clear

decision-making criteria. Hence, for an organization to grow and the employees to

stay focussed in which direction the company is moving, there is need for a clearly

stated vision statement.

Present Vision Statement:

No vision statement at present

Impact:

The impact of stating the vision statement will be that the employees will also see a

direction in terms of their career growth within that industry. It will give them a belief

that the company is there to stay in the market and has long term plans. It will give

them a sense of purpose in even the shorter goals that they trying to achieve.

PROPOSALS

INTERVENTION


INTERVENTION



Methodology:

A. Understanding of what a vision statement is – through examples of successful

multinational companies

Microsoft:

Create experiences that combine the magic of software with the power of Internet

services across a world of devices.

Google:

To develop a perfect search engine.

B. Reviewing the appropriateness of the suggested vision statement

The proposed vision statement:

“To assist businesses by providing them with the most advanced energy

solutions.”

C. Directing the company’s long term and medium term plans to the vision of the

organization so that the employees work have a sense of purpose in what they do.

Timeframe: The decision about the updated vision statement and communicating it

to all the employees should be done within a month. From then on, the vision should

be carried forward in all long and medium term plans.

Deliverables:

A strong, convincing vision statement

PROPOSALS

INTERVENTION


INTERVENTION



IP Proposal: 4

Scope of Work:Though Amtech has built a design development department they are still referred to

as engineering department. The people of the design department need to be given

special recognition because otherwise most people in the company are engineers

only.

There is a dire need to enhance awareness about the Intellectual Property Rights

(IPR) to enable Amtech to make informed decisions about protecting their concepts

and design, effective utilization of IPR tools for technology up gradation & enhancing

competitiveness for value addition to their business.

Impact:

Getting the designs protected will ensure incentivization in terms of finances and

recognition. It will also help reduce imitation. Since Amtech needs to work on its

brand value, this is an important step to be taken. Intellectual property protection is

also critical to fostering innovation. Without protection of ideas, Amtech would not

reap the full benefits of its inventions, which will lead to demotivated employees

working in the R & D Department.

PROPOSALS

INTERVENTION


INTERVENTION



Methodology :

Awareness workshops about IPR in R & D department. Understanding the financial

and moral importance of IPR is important for employees at all levels.

Hiring/ Employing a set of people for IP protection to get IP for past innovations.

This will help create an environment that encourages innovation.

Timeframe:

Since this involves an investment and a change of mindset, awareness workshops can

start within a month and the second phase which involves hiring and getting IP

protection will take 5-6 months.

Deliverables:

IP protected designs

An environment that encourages Innovation

PROPOSALS

INTERVENTION


INTERVENTION




Website Proposal 5

Scope of Work:

The Website becomes the single mostimportant interface for a company like

Amtech which deals with huge industrial

orders made by top level managers. We

strongly feel that at present the Amtech

website does not do justice to the vision

we suggested for Amtech. Nor is it

facilitating the company image or re-

affirming the market value of Amtech.

Impact:

By changing this single touch-point of

Amtech’s service it will be able to stand

in the face of international competition

as someone of equal repute but it will

also position it as a strong player for

competing in market shares for future. It

will also give its employees more valueand facilitate their interactions with their

clients.

PROPOSALS

INTERVENTION

INTERVENTION



COMPANY WEBSITE

INTERVENTION

Methodology:Making changes in the suggested

areas

1. There are too many distractions on

the home page

2. These 3 things keep moving and

thus it becomes difficult for the

viewer to focus her/his attention

on the content.


INTERVENTION



COMPANY WEBSITE

INTERVENTION

1. Too much information is provided at first glance which may put off

genuine buyers.

2. It could be re-arranged through

simple drop-down menus


INTERVENTION



COMPANY WEBSITE

INTERVENTION

1. These menus get repeated identically at the bottom of the

page

2. The milestone tab opens in a new

window/tab and is very slowly

displayed

3. Client logos are pixelated, they

should be shown industry wise


INTERVENTION



COMPANY WEBSITE

INTERVENTION

1. Upon clicking the infrastructuretab music starts playing which

cannot be stopped

2. Each product category should open

as a fresh page and should give

details of concerned contact person

there itself.


INTERVENTION



INTERVENTION

1. Clean interface2. Easy navigation of product

offerings

3. Convenient placement of menus


INTERVENTION



INTERVENTION

1. Clear description of product category

2. Contact given over there only

3. Clutter-free, non-distracting visuals


INTERVENTION



INTERVENTION


2. Contact given over there only

3. Clutter-free, non-distracting visuals


INTERVENTION



INTERVENTION


2. Interesting graphics

3. Easy navigation


INTERVENTION



INTERVENTION

1. Product Details with images2. Product variations also shown


INTERVENTION



INTERVENTION

1. Neat page with relevant image2. News banner (center) and column

on left

3. Mouse-over Product menus


INTERVENTION



INTERVENTION

1. Menu with sub-menu bar detailingout products

2. Listed products offered in specific

countries

3. Clickable product pages

4. Place to set country and language

preferences

5. Links and related contact person


INTERVENTION



INTERVENTION

1. Neat menu2. With significant product image in

center

3. Marketing new technology

4. News section

5. Quick links provided

6. Country preferences


INTERVENTION




Timeframe:

We recommend changes in the website

with immediate effect and also seeking

professional help in this domain. Since it

is a very important point of eternal

communication, the suggested changes

be made within a month (preferably

before Diwali) as it will be a good time to

launched anew REVAMPED website.

Deliverables:

A easily navigational website with crisp

details and clean representation of

information.

PROPOSALS

INTERVENTION

For more details contact the auditors



THANK YOU

Akshata Malhotra

[email protected]

Alomi Chishi

[email protected]

Disha Kaushal

[email protected]

Documents

Design Audit Report