DESIGN AUDIT REPORT Akshata Malhotra / Alomi Chishi / Disha Kaushal SDM-2010-2012
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DESIGN AUDIT REPORTAkshata Malhotra / Alomi Chishi / Disha Kaushal
SDM-2010-2012
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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
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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
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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
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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
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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.
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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.
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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
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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.
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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.
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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.
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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
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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
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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
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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
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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
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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
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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
Design Audit / Amtech Electronics / September-October 2011
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.
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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
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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.
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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
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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
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ANALYSIS: System Map
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WORK FLOW MODEL
Accounts
CSD
Customer
Production
Purchase
StoreMarketing
Dispatch
ANALYSIS: System Map
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INSIGHTS
ANALYSIS
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INSIGHTS
ANALYSIS
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INSIGHTS
ANALYSIS
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OPPORTUNITY AREAS
INTERVENTION
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PROPOSALS
PROPOSALS
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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.
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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
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Strategy Proposal 2:
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
Design Audit / Amtech Electronics / September-October 2011
O
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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
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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
Design Audit / Amtech Electronics / September-October 2011
INTERVENTION
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Strategy Proposal 3:
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
Design Audit / Amtech Electronics / September-October 2011
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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
Design Audit / Amtech Electronics / September-October 2011
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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
Design Audit / Amtech Electronics / September-October 2011
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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
Design Audit / Amtech Electronics / September-October 2011
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Design Audit / Amtech Electronics / September-October 2011
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
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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.
Design Audit / Amtech Electronics / September-October 2011
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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
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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
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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.
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INTERVENTION
1. Clean interface2. Easy navigation of product
offerings
3. Convenient placement of menus
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INTERVENTION
1. Clear description of product category
2. Contact given over there only
3. Clutter-free, non-distracting visuals
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INTERVENTION
1. Clear description of product category
2. Contact given over there only
3. Clutter-free, non-distracting visuals
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INTERVENTION
1. Clear description of product category
2. Interesting graphics
3. Easy navigation
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INTERVENTION
1. Product Details with images2. Product variations also shown
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INTERVENTION
1. Neat page with relevant image2. News banner (center) and column
on left
3. Mouse-over Product menus
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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
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INTERVENTION
1. Neat menu2. With significant product image in
center
3. Marketing new technology
4. News section
5. Quick links provided
6. Country preferences
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Design Audit / Amtech Electronics / September-October 2011
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
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THANK YOU
Akshata Malhotra
Alomi Chishi
Disha Kaushal