project work of kilometer
TRANSCRIPT
-
8/6/2019 Project Work of Kilometer
1/18
Project work of Kilometer
Hou Yuhui: [email protected]
Ye Zi: [email protected]
Liu Ji: [email protected]
Li Zijian: [email protected]
Course: Project course in Management
Supervisor: Camilla Niss and Katarina Hansson
Date: Nov 22th 2010
-
8/6/2019 Project Work of Kilometer
2/18
Content
Title page
Background
Purpose
Methodology
Theoretical Framework
Description
Analysis
Conclusion
Reference
-
8/6/2019 Project Work of Kilometer
3/18
Background
Kilometer is a Swedish advertisement company founded in Gvle. It has infinite
imagination and always offers the amazing ideas to its clients. Its purpose is to create
appropriate advertise for clients to meet and even beyond their needs. It has
completed many cases in different business areas and gave customers what they wantabsolutely. The customers include some big company like Sandvik as well as some
regional company such as Gavlegrdenar and Upplandsmjolk.
First we met one of the owners Taeko in Kilometer Company. We discussed
mission, overall business process and employee allocation of Kilometer. She took us
look around the office and introduced their preceding design work for old customers.
Then, another owner Mats answered some specific questions which we interested
about Kilometer. Questions include business target, company competitiveness,
company culture, employee aspects, customer service, and product analysis. We also
distributed questionnaires to employee and trying to analyze the result.
Purpose
According to EFQM model to evaluate Kilometer Company and come up with
strengths and opportunities for improvements.
Methodology
We identify the real company which is Kilometer in the beginning. Through the two
interviews, we decided to launch our project by using EFQM as our theoreticalframework. So interview can be seen as milestones for our project work. We want to
know the overall information of business process in a short time. And we would like
to visit and observe the company within visible image. So we choose interview as our
method to get information. There are three owners in Kilometer Company and we
interviewed with two different owners in different time. It seems good that we got
interviews, because we really knew and collected many resources from the owners.
And during the interviews, we can discuss the problems with owners. When we got
confused, it is easily for us to communicate with owners. Moreover, when the owners
didnt understand the questions, they can directly ask us and get the explanation from
us. It gave us a good opportunity to get overall information by using interviews and
this method made our work more efficient.
We use questionnaires to collect the resources from Kilometer Company. Because we
research for particular targetKilometer Company, the range of survey is set. And the
targets of survey are owners and employees in this company; hence, we can control
and select the information that we want to get directly. By using questionnaire, it is
intuitionist for us to understand analysis and judge the answers we get. The reversion
-
8/6/2019 Project Work of Kilometer
4/18
rate is high and it takes shorter time to get the information that we need.
Questionnaire is anonymous; in this case, it is authenticity and reliability. At the initial
preparatory stage, we selected some general questions which are the satisfaction of
the work environment, expectation of company, improvements of company,
bottom-neck of the work and the like to get known the current situation of the
company and acquire some opinions or suggestions about improvement managementof this company. But the results are not as good as we expected. First, we just got
questionnaires answers back from several employees. Second, even we got the
answers, the quality of the answers were not good enough. Some People just chose the
multiple choice question to answer and left the blank to the subjective items. And
some people didnt answer the questions seriously. So it is not clear for us to
understand the results. But we found one problem during the process of delivery
questionnaires. We interviewed with different owners twice, and both of them are very
active when we met. They would like to discuss the problems they faced in the
company or the internal business process of Kilometer. As our questionnaires are
English type, the owner even translated to Swedish for their employees in order to
make their employees understand all the questions well. The owners supported us to
implement the questionnaire process well. However, the employees are not so
interested in it. We think that there would be some problems in the management part
of this company. Owing to the dynamic company have less authority level, each
employees feel free and equal with others.
Due to we work for a real company, we need more literatures to support our work or
guide us to do the project. So we prefer search the information from the internet. It is
quite convenient and quick for us to search and acquire the data. We can also store
and filter the resources by internet. When we used the internet, we got a large amount
of information which is EFQM application on small or medium company, EFQMapplies in dynamic company and the like.
Theoretical framework
EFQM Introduction
The European Foundation for Quality Management (EFQM) is a membership based
on not for profit organization, created 1988.i
It provides a unique platform for
organizations to learn from each other and improve performance; it also outlines how
organization can use the Model and the process of Self-Assessment to improve
performanceii. EFQM is the custodian of the EFQM Excellence Model, a proven
framework for success that is helping organizations around the globe to strive for
Sustainable Excellence. The EFQM Model is at the heart of the organization and their
networkiii. The figure shows EFQM Model:
-
8/6/2019 Project Work of Kilometer
5/18
Our choice
The EFQM Excellence M eli flexi le and can be applied t organi ation large and
small as well as the pri ate sector.i
That is reason we chose EFQM Model
Kilometeris a small and dynamic company, and we assessed that other management
system models are not suitable for this company. We use EFQM model assess
all around for Kilometer, we based on the nine models criteria: Leadershi p, People,
Policy & Strategy, Partnershi ps & Resources, Processes, People Results, Society
Results, and Key Performance Results. But via our communication and practice, we
picked up several criterions that we are interested in and the company concerned
aboutto analysis. Let us introducing criterions brief which are we choice
1. Leadership: excellent leaders develop organi ational values and systems requiredfor sustainable success and implement these via actions and behaviors. Also
achievement ofthe mission and vision.
3. People: people in company care their feeling, as well develop and release peoplepotential skill, communication and build good relationships.
4. Partnershi ps and Resources: external partnershi ps management, such supplier,builds good relationship;internal resources support effective operation of process.
5. Processes: company mange and improve processes in order to dully satisfy, andgenerate increasing value increasing value
Customer result: company measure and achieve outstanding results with respect to
their customer.
First we worked outthe questionnaire2 based on criteria ofthe EFQMModel, which
was used to assess and measure the company performance in the selected process. We
consider difference position between owner and staff, so prepare two type of
questionnaire aim at owner and staff. The scale in the questionnaire was: from 0 point
(not started) 10 point (fully achieved) defining the degree of fulfillmentthrough the
enterprise the concrete criterion in the process. In the end, we calculate ofthe results
ofthe questionnaire (points) combine the weights of each criterion in the EFQM
Modelto achieve score awarded. Leadership 10%
People 9%
Policy & Strategy 8%
-
8/6/2019 Project Work of Kilometer
6/18
Partnership &Resource 9%
Processes 14%
People Result 9%
Customer Result 20%
Society & Result 6%
Key Performance Resource 9%v
Our questions are not containing 32 criterions, we pick most appropriate and
important part to make question and set degree for staff self-assessment.
Results
Business process
Kilometer is a small sized advertisement company founded by three owners. Its
mission is to create the right advertising for their customers to succeed in selling. The
forms of advertising include magazine and newspaper ads, television commercials
and internet advertising. Before they start design advertising, the owners will
communicate with customer in order to capture the characteristic of customers
company and create a general impression of appropriate forms of advertising. Then
owners will have a meeting with all the staff in company to gather ideas for the ads.
Then they will meet the customer again to elaborate several best ideas which got from
staff and listen to customers thoughts. When both sides reached consensus of certain
form of advertising and the rough idea of the ads, Kilometer will start process of
advertise design and making. Kilometer also takes overall campaign in customers
organization culture corresponding to specific ads they demand. For instance, when
they made advertising for X-trafik, they did not only design timetable brochure for
X-trafik, but also took campaign for whole company. They try to raise brand imageand achieve total quality management by giving some training program for all the
staff. Through developing customer service and construct good organization culture,
X-trafik would improve overall business process. After the completion of design work,
they will show customer the outcome and ask for some feedback in order to revising
before release it to the corresponding media. Then, they contact the selected media
and discuss the release time and length of period for the new advertisement. Yet, they
have to wait and prepare for amending the released work anytime if they got claim
from customer and public for any parts of the advertisement. They close up case until
the advertisement expires time and they got feedback from customer. They will
document the case and start with the next one.
Customer service
Establishing good relationships with customers is the companys core competitiveness.
They provide high-service level; fulfill the requirements of customers in any time. For
example: The owner never shut off their cell phone even in midnight or on vacation.
They would take the case no matter small or big, easy or hard. They always try to
delight the customer which could keep strong customer loyalty and made effort to its
-
8/6/2019 Project Work of Kilometer
7/18
reputation. Although Kilometer is a local advertising firm, it also has some customers
out of region of Gvleborg such as Stockholm and Gteborg. They successfully
provided services and products by only communicate through internet and phone
without meeting face to face. When they go through a case, they keep contact with
customer in order to get quick feedback in different period of design work. In
advertising industry of Sweden, there is an unwritten rule that advertising company prefer not to advertise themselves, otherwise it imply that you dont have enough
customer or in a poor business. For kilometer, it is in same situation, they dont
advertise themselves even they have strong willing to do it. So we were curious about
how they attract their customer and how to build their brand awareness. The owner
Mats told us that they hold strong relationship with old customers which trust them
and prefer to choose them all along. When they satisfied a customer with a beautiful
ending of case, they hope that the customer will introduce other cooperation firm to
Kilometer and spread its fame to other industries. Some customers did as his wish that
introduced some new customer to the Kilometer and help them establish new
customer relationship. They also tried to make self-introduction through the way of
telemarketing which refer to calling the target customer directly and introduce concept
of Kilometer Company. But up to now, this way didnt lead any customer to real
business process.
Leadership and people involvement
The company size is not large but the owners want to keep it small in order to keep it
more organic and flexible which enable good communication within organization.
Besides taking care of different loyal customer group which relate to their personal
reason, the three owners also take in charge of different business aspects in company.
Ralph is responsible for talking business with different customer especially Industrial
companies. Mats is more like a human resource manager who handle problems fromemployees. Taeko puts most of the time in designing work that is her favorite part.
Even they dont have a real principle of working arrangement in company, theyve
already constructed strong cohesion in these years. There was role conflict which
leads to certain employee unsatisfied before due to the unclear work allocation
combining other reasons. But they discussed with different person in company
seriously and fixed the problem in most positive way they could take instead of
ignoring it. In some advertising or designing case, they would have some conflict
between employees but only in level of ideas and thoughts. Owners are involved
actively in each activity and encourage employee to participate social activity and see
different exhibition in order to absorb some fresh information.
External aspects
They dont have a fixed (no contract) supplier, but they have alternative and they
build good partnership with each other. The suppliers for Kilometer Company include
human resource supplier, equipment supplier, technology supplier and channel
supplier. Kilometer Company has several photographers to choose for the cases that
they get. They have worked together for long time; in this case, Kilometer Company
-
8/6/2019 Project Work of Kilometer
8/18
is familiar with the characteristics of the photographers. According to different cases,
they would contact the suitable photographer. The print house supports Kilometer to
print a large number of designed finished goods, such as business card. Kilometer
Company has a close relationship with the print house that can have the quick
response due to customers of Kilometer decide to have some changes in the orders.
Kilometer always needs the technology maintenance for guarantee their worksmoothly and efficiently. And Kilometer has sister company for 3D technology to
support their work as well. For example, Kilometer serves for the Gavlegrdarna to
promote the new apartment for renting. Kilometer uses 3D technology for designing
the interior decoration to show customers. Based on the needs of customers, they
require different kinds of media platform such as TV, radio, newspaper, magazine,
light box advertising, brochure and the like. Kilometer Company is good at
communicating with the channel suppliers and getting the excellent effects.
Analysis
EFQM Model for Kilometer
Strengths and Areas of improvement
+: strength, -: improvements
Criterion: 1. leadership
Criterion part: 1a. Leaders develop the mission, vision, values and ethics and are
role models of a culture of Excellence & 1b. Leaders are personally involved in
ensuring the organisations management system is developed, implemented andcontinuously improved & 1c. Leaders interact with customers, partners and
representatives of society & 1d. Leaders reinforce a culture of Excellence with the
organisations people & 1e. Leaders identify and champion organisational change.
1a - They are not developing and role modelling values that support
the culture (role allocation is unclear and lack of leader authority)
1a + The leaders are involved actively in each activity. (Owners are
involved actively in each activity and encourage employee to
participate social activity and see different exhibition in order toabsorb some fresh information.)
1a + The leaders absolutely stimulate and encourage collaboration
within the organisation. (Even they dont have a real principle of
working arrangement in company, theyve already constructed
strong cohesion in these years.)
1b + The company establishes clear ownership of processes. (Ralph is
responsible for talking business with different customer
-
8/6/2019 Project Work of Kilometer
9/18
especially Industrial companies. Mats is more like a human
resource manager who handle problems from employees. Taeko
puts most of the time in designing work that is her favorite part.)
1b + The leaders are able to ensure for the improvement of key results
is developed.(When they go through a case, they keep contact
with customer in order to get quick feedback in different periodof design work.)
1c + The leaders will try their best to understand what their employees
want and expect. (But they discussed with different person in
company seriously and fixed the problem in most positive way
they could take instead of ignoring it.)
1d + Leaders motivate and enable their employees to participate in
improvement activities. (Owners are involved actively in each
activity and encourage employee to participate social activity and
see different exhibition in order to absorb some fresh
information.)
1d + The leaders are willing to listen inspiring and responding to
people. (The company size is not large but the owners want to
keep it small in order to keep it more organic and flexible which
enable good communication within organization..)
1e - They dont want change within the organisation and in its
external relationships. (For kilometer, it is in same situation, they
dont advertise themselves even they have strong willing to do it.)
Criterion: 3. people
Criterion part: 3a.People resources are planned, managed and improved & 3b.
Peoples knowledge and competencies are identified, developed and sustained & 3c.
People are involved and empowered & 3d. People and the organisation have a
dialogue & 3e. People are rewarded, recognised and cared for.3a - People resources are planned, managed and improved (There is
lack of evaluation system for human resource, so it is a weak
point in management system and without clear improve object.)
3a - Promoting and ensuring fairness in all terms of employment
including equal opportunities, strategies and plans. (There wasrole conflict which leads to certain employee unsatisfied before
due to the unclear work allocation combining other reasons.)
3a - Using people surveys and others forms of employee feedback to
improve human resource policies, strategies and plans. (As it is
only 14, 15 employees in company, there is no HR department
and owners will not take survey regularly until employee has real
complain and talk with owner forwardly.)
-
8/6/2019 Project Work of Kilometer
10/18
3b + The owner encourages employees to develop their skills. (Owners
are involved actively in each activity and encourage employee to
participate social activity and see different exhibition in order to
absorb some fresh information.)
3c + Encourage people to work together in teams. (The company size
is not large but the owners want to keep it small in order to keepit more organic and flexible which enable good communication
within organization.)
3d + All people could share ideas of each other or practice well
because. (Then owners will have a meeting with all the staff in
company to gather ideas for the ads.)
Criterion: 4. partnerships and resources
Criterion part: 4a. External partnerships are managed & 4b. Finances are
managed.
4a + The company builds good partnership with its suppliers to create
value together. (They dont have a fixed (no contract) supplier,
but they have alternative and they build good partnership with
different kinds of suppliers).
4a + They can offer great value to their customers under the help with
their supply chain. (Company has a close relationship with the
print house that can have the quick response due to customers of
Kilometer decide to have some changes in the orders.)
4a + The company create synergy when working with its supplier to
improve process and add value to the customers. (Kilometer
Company is good at communicating with the channel suppliers
and getting the excellent effects.)
4b - The company does not have any financial strategies. (Kilometre
Company doesnt have a financial goal, they are a little bit
pessimistic, in order to survive and develop better in the market,
they should set financial strategies.)
Criterion: 5. Processes
Criterion part: 5a. Process are systematically designed and managed & 5b.processes
are improved, as needed using innovation in order to fully satisfy and generate
increasing value for customer and other stakeholders & 5c. Products and services are
designed and developed based on customer needs and expectations & 5d. Products
and services are produced, delivered and serviced & 5e. Customer relationships are
managed and enhanced.
-
8/6/2019 Project Work of Kilometer
11/18
5a + The company designs the organizations process to meet customer
needs. (Before they start design advertising, the owners will
communicate with customer in order to capture the characteristic
of customers company and create a general impression of
appropriate forms of advertising.)
5a - Applying systems standards covering, for example, qualitymanagement systems, occupational health and safety systems in
process management.
5b + Communicating process changes to all appropriate stakeholders.
(When they go through a case, they keep contact with customer in
order to get quick feedback in different period of design work.)
5c + Designing and developing new products and services together with
customers and partners that add value for the customers. (Before
they start design advertising, the owners will communicate with
customer in order to capture the characteristic of customers
company and create a general impression of appropriate forms of
advertising. Then owners will have a meeting with all the staff in
company to gather ideas for the ads.)
5c + The company uses innovation and core competencies of both
internal and external human resource to design and produce
products and services.
5d - Marketing, communicating the value proposition, and selling
products and services to existing and potential customers. (They
dont advertise themselves even they have strong willing to do it.
When they satisfied a customer with a beautiful ending of case,
they hope that the customer will introduce other cooperation firm
to Kilometer and spread its fame to other industries.
5d + Delivering products and services to customers. (After the
completion of design work, they will show customer the outcome
and ask for some feedback in order to revising before release it to
the corresponding media.)
5e + They will contact their customer actively to understand their
requirements correctly. (Establishing good relationships with
customers is the companys core competitiveness. They provide
high-service level; fulfill the requirements of customers in any
time.)
5e - Using regular surveys, other forms of structured data gathering anddata gathered during day to day customer contacts in order to
determine and enhance customer relationship satisfaction levels.
(They have many old customers but without any regular survey to
gathering or storing data. They deal with case by experience.)
-
8/6/2019 Project Work of Kilometer
12/18
Criterion: 6.Customer results
Criterion part: 6a. Perception Measures & 6b.performance indicators
6a + Good products and services including quality, value, reliability,design innovation, delivery. (Establishing good relationships with
customers is the companys core competitiveness. They provide
high-service level; fulfill the requirements of customers in any
time.)
6a+
The Image of company is accessibility, communication,
flexibility, responsiveness. (Due to the size of company, they are
enough flexible and accessibility. According to customer oriented
strategy, they are doing well in communication and
responsiveness.)
6a
+Sales and after sales support (Yet, they have to wait and prepare
for amending the released work anytime if they got claim from
customer and public for any parts of the advertisement.)
6a+
Willingness of customer to recommend the company (Some
customers did as his wish that introduced some new customer to
the Kilometer and help them establish new customer
relationship.)
6b+
Products and services competitiveness and innovation in design
(The companys competitiveness is that they create different
wonderful ideas for their customers and less complaints.)
6b
-
Loyalty of new customer (They also tried to make
self-introduction through the way of telemarketing which refer tocalling the target customer directly and introduce concept of
Kilometer Company. But up to now, this way didnt lead any
customer to real business process.)
Conclusions
Reference
1. EFQMExcellence Model (1999-2003) ,P22. EFQMExcellence Model (1999-2003) , P43. EFQM home page, about EFQM, last enter time 2010-11-19
http://www.efqm.org/en/tabid/108/default.asp x
4. EFQMExcellence Model (1999-2003) , P45. EFQMExcellence Model (1999-2003), 4.3 model criteria.
-
8/6/2019 Project Work of Kilometer
13/18
6. EFQMExcellence Model (1999-2003) , scoring summary sheet.7. Kilometer rekrambyr. http://www.kilometer.se/
Appendix
Title:
Improve management system in Kilometer
Mission statement
Show the unlimited creativity of Kilometer.
Objective
We try to use EFQM in Kilometer to see if there is any improvement in this
company.
List of stakeholders
Project team, teacher, company (Kilometer Reklambyr AB)
List of deliverables
Report, Presentation, Questionnaire, Power Point.
List of resources
Computer, website, traffic, communication, course book, staff of company and
project team.
Risk assessmentLanguage problem: communication with company staff and information of company
home webpage search. Swedish is hard to project team.
In forming stage, project team is unclean about whole project work, such as, goal of
project undefined, team members roles undefined, no experience do project work,
difficult to make project plan, team members ideas conflict.
Project team need interview, but what questions we want to ask must prepare before
interview. The question prepare is not considerate is one risk. And the anther risk is
time problem, no free time for our interview.
Project team must find problem of company and improve or solves it. We worry about
deliverables for company is not satisfaction, and confidence weak.
Different culture cause the thought conflict, Swedish and Chineses culture are so
different.
Language problem
Interview problem
Output of deliverables
Confidence weak
-
8/6/2019 Project Work of Kilometer
14/18
Project work process problem
Culture conflict.
WBS and Gantt chart
-
8/6/2019 Project Work of Kilometer
15/18
-
8/6/2019 Project Work of Kilometer
16/18
Questionnaire 1
1. What is the mission of your company?
2. Do you have any business strategy and what is it?
3Do you satisfy the current situation of operation and scope?
Yes no
4. Do you want to expand the scope of company and business range? Yes no
Why
5. One day, if the reputation and image of the company is promoted, plenty of works occur,which solution would you like to choose.
Recruit new employee
Take the case selectively
Welcome all the cases, but extend process time
Put extra time in work
Something you want to add:
6. Could you describe the bottleneck or problem in your work?
7. For you, is there any more potential waiting to play?
8. Is there any training program launched in company for employee? If there is, what is it? Ifthere isnt what kind of program are you interested in.
-
8/6/2019 Project Work of Kilometer
17/18
9. What is your expectation for company? Is there any suggestion for improvement of company
business?
10. Have you heard about BSC (Balanced Scorecard) or quality management? How much youknow about it?
I never hear about it I have hear it before, but no idea I know it little bit I know it very much
Questionnaire 2
For Staff, please give point for each questions, 0 (not started) points to 10 point
(fully achieved), simplify speaking, higher point mean done it more perfect.
1.Your leaders management has effective on company development. ( )2. Your leaders are helping and supporting you to achieve your plan or objectives.( )3. You develop, and release your knowledge and full potential in your company. ( )4. Everyone has equal opportunities and fairness in your work.( )5. Communication for other staff are share best practice and knowledge. ( )6. Using technology to support improvement. ( )7. Your work process designs and improves, (dose it to fully satisfy and increasing
value for customers and other stakeholders.) ( )
8. Your company has achieved outstanding results and customers respect. ( )9. You feel pride of your company and respect it ( )10. Your company has achieve respect to society. ( )11. Finally, please assess allover operational results of your company(concluding
contribution, products or service, profit, market share, performance ) ( )
For owners, please give point for each questions, 0 (not started) points to 10
point (fully achieved), simplify speaking, higher point mean done it more perfect.
1. You have good communicate with you about your company mission, vision,objective and culture. ( )
2. You make policy and strategy for your company based on customer andstakeholders expectations. ( )
3. You have develop and release your knowledge and full potential in your company,also support your staff ( )
4. Everyone has equal opportunities and fairness in your work. ( )5. Communication for other staff and other owners are share best practice andknowledge; ( )
6. Plan and manage external partnerships and suppliers for effective operation of processes and add values. ( )
-
8/6/2019 Project Work of Kilometer
18/18
7. Using new technology to support improvement. ( )8. Your work process designs and improves, (dose it to fully satisfy and increasingvalue for customers and other stakeholders.) ( )
9. Your company has achieved outstanding results and customers respect. ( )10. You feel pride of your staff and company ( )11. Your company has achieve respect to society ( )12. Finally, please assess allover operational results of your company(concludingcontribution, products or service, profit, market share, performance ) ( )