SECTION A (Total 65 marks)
Note: Where applicable, your answers in this ECA shall be based on the new Enterprise Singapore Revised Business Excellence (BE) Framework, effective 1 April 2017 (available at https://spring.enterprisesg.gov.sg/Building-Trust/Business-Excellence/Documents/BE_Framework.pdf)
Personal Computing technology has advanced tremendously in the past half century. It brought computing power from centralised computers to individuals’ reach. Its functions further extended to productivity and entertainment. In this ECA, we are focusing on one platform of personal computing, the laptop computer (thereafter it shall be known as “laptop”), which is defined here as a portable computer equipped with an integrated or sold with a proprietary detachable keyboard, running Apples iOS or Microsoft Windows Operating System. Hence, desktop computers, netbook (e.g. Chromebook), tablets (running on iOS or Android) and smart
phones are not in the areas of discussion, although the laptop manufacturers may produce these devices.
(a) Laptops have improved through the years, partly due to newer technologies, increased competition and customer demands. Write a short essay, in less than 450 words (indicate word count at the end of your answer), to relate the Customer-Driven Quality Cycle model to how the laptop industry players decided on one feature of the laptop and how this feature has evolved by the endeavours of the players (not merely due to a manufacturer’s or supplier’s intent). To answer this question, you need to research on the laptop’s development. (12 marks)
(b) Ringtex Pte Ltd is an electronic company established in Singapore five years ago. It specialises in developing and selling smart phones. With its rapid success, the firm is considering expanding into the laptop market. It would be essential for Ringtex to understand the industry before starting the laptop business. Write a short essay, in less than 300 words (indicate word count at the end of your answer), to discuss how the Rapid
Knowledge Transfer Framework can be used to benchmark against the current industry players and be helpful to Ringtex. Your essay must define and relate this framework to this given scenario.
Note: You are not required to perform any benchmarking exercise. (10 marks)
You are required to choose an existing laptop brand operating in Singapore (thereafter it shall be called the “subject”). Although the subject may not manufacture the laptops in Singapore, but it must have a Singapore office and service centre. It is preferred that you choose a brand that you have used or are currently using, with first-hand experience on its sales and support services. Your answers shall be based on your experiences, observations, researched information from multiple sources such as the subject’s website, press releases, annual reports, and the application of BE theories and models.
(a) Identify the subject, with information on its operations in Singapore, e.g. its Singapore website, office and service centre addresses. Describe one way the subject segments its laptop customers. Also describe one aspect that the subject differentiates its products or services, which delights you as a customer. (8 marks)
(b) The following is a simplified Business Excellence self-assessment tool. Assume that you are a Enterprise Singapore’s 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 assign by providing evidence, reasons or comments. Finally, you must compute the Total Rating and Percentage Total. For S/No.1: Leadership and S/No.2: Process, your rating can be based on either the subject’s global or Singapore operations, e.g. corporate vision or mission. For the last three (3) items, the rating must be based on its Singapore operations.
A “moment of truth” (Ref: Study Unit 4) is an instance that creates an experience for the customer that will impact his/her perception of the company. Write a short essay, in less than 700 words (indicate word count at the end of your answer), to advise Ringtex on how to apply the practice:
For laptop sales and support services provided by any brand in general, identify four (4) “moments of truth” and explain what can go wrong in them. You may write this based on any inadequate services that you have experienced or heard of. Then, discuss how Ringtex can enhance each of the five (5) Attributes of Service Quality: Reliability, Assurance, Tangibles, Empathy and Responsiveness, to provide excellent laptop sales and support services, and relate how the enhanced attribute can address at least one (1) moment of truth identified. (20 marks)
SECTION B (Total 25 marks)
With reference to Question 3 in Section A, assume that you are the Business Consultant of Ringtex. You are contracted to advise on its business excellence journey. You are to prepare a presentation to Ringtex’s top management on the following:
1. Identify four (4) critical “moments of truth”.
2. Discuss how Ringtex can enhance the five (5) Attributes of Service Quality to address the moments of truth.
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)