Assignment Details:

SECTION A (Total 65 marks)
Note: Note: Where applicable, your answers in this ECA shall be based on the new Enterprise Singapore Business Excellence (BE) Framework, effective 1 April 2017 (available at https://spring.enterprisesg.gov.sg/Building Trust/BusinessExcellence/Documents/BE_Framework.pdf)

Singapore aims to be one of the world’s top airline hubs, or hub airports. Over the years, it has built a strong eco-system to support the growth of the airline industry. This includes the development of supporting industries, like aircraft repair. In this ECA, we shall focus on local or foreign-owned full-service airlines (also known as full-service carriers) with flights flying into or out of Singapore. Regional carriers like SilkAir or low costs carriers like Scoot, etc. are not the subject of this ECA.

You have to choose a local or foreign-owned full-service airline (with flights operating into or out of Singapore) in which you are or have been one of its customers and have some firsthand experience as a customer. This shall be known as the “subject” in this ECA.

Your answers shall be based on your experience, observations and researched information from multiple sources (e.g. the airline’s website, press releases and annual reports), and your application of Business Excellence (BE) theories and models.

Question 1
(a) Write a short essay, in less than 200 words (indicate word count at the end of your answer), on the following:
(i) Identify your subject and explain the rationale behind your choice. Share the company’s background / history, products and services, customers and / or markets served and its operating environment.
(ii) Explain two (2) ways, with relevant examples, on how your subject differentiates itself from its competitors. For example, it can be differentiation by offering unique products or services and / or pricing to attract customers.
(10 marks)

(b) Distinguish an excellent achievement of the subject from a positive media coverage (references required) based on any one (1) of the following areas: (i) Business Excellence, (ii) Service Excellence, or (iii) Operational Excellence. (5 marks)

Question 2
(a) Illustrate one (1) way the subject segments its customers. Also distinguish one (1) aspect that your subject differentiates its products or services from its competitors, which delights you as a customer.
(10 marks)

(b) The following is a simplified Business Excellence self-assessment tool. Read the Study Guide and relevant literature from Enterprise Singapore to understand the process before attempting this question.

You are to assume the role of an Enterprise Singapore Business Excellence assessor performing an assessment on the subject. You are required to practice and rate the subject according to the statements. For each statement, explain the rating that you have assigned to the subject by providing evidence, reasons or comments. Finally, you must compute the Total Rating and Percentage Total.

(Note: You need to provide your answer in a table format similar to the one below, and you can omit the “Statements” column.)

Question 3
(a) “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customers represent a huge opportunity for more business.”
(By Zig Ziglar, author, salesman, and motivational speaker).

“When a customer complains, he is doing you a special favor; he is giving you another chance to serve him to his satisfaction. You will appreciate the importance of this opportunity when you consider that the customer’s alternative option was to desert you for a competitor.”
(By Seymour Fine, the author of The Marketing of Ideas and Social Issues).

In less than 200 words (indicate word count at the end of your answer), explain the meaning and significance of the two (2) statements, relate the statements to how the subject can capture the Voice of the Customer (VOC) and explain the benefits of doing so.
(10 marks)

(b) Review the item in the Customer category of the self-assessment completed in Question 2(b). In less than 300 words (indicate word count at the end of your answer), explain Customer category and describe two (2) areas where improvements in that category can be made by the subject. Discuss two (2) corresponding future initiatives that the subject should undertake in order to avoid similar quality issues. Relate the two (2) initiatives to two (2) of Deming’s 14 points. (15 marks)

SECTION B (Total 25 marks)
With reference to Question 3 in Section A, assume that you are the Business Consultant of your subject. You are contracted to advise it on its business excellence journey. You are to prepare a presentation to the subject’s top management on the following:

1. How the subject can capture the Voice of the Customer (VOC) and explain the benefits of doing so.
2. Describe two (2) areas where improvements in Customer category can be made by the subject. Describe two (2) corresponding future initiatives that the subject should undertake in order to avoid similar quality issues. Relate the two (2) initiatives to two (2) of Deming’s 14 points.
3. Provide the necessary introduction and conclusion in the presentation.

Prepare a video recording of the presentation of at least 3 minutes but not exceeding 6 minutes. There are two methods for ECA video assignment submission; either Record Media or Upload Media. For Upload Media, please note that your file size should be no more than 500MB and the format is in .mp4.
(25 marks)

SECTION C (Total 10 marks)
Prepare a set of PowerPoint presentation upon which the video presentation is based. Please note that the PowerPoint must be converted to PDF before submission to Canvas.
(10 marks)