University of Canberra

University of Canberra

Faculty of Science and Technology

Unit Code and Name (mark the correct one with an “X”):

( ) 9789 – Technology and Engineering Management UG – Bruce

( X ) 9784 – Technology and Engineering Management PG – Bruce

Group Information:

Group Id (Canvas)* Student Id Name Peer Evaluation Score (0-100%)

CONFIDENTIAL

(Tutor to submit)

*Please consult the list of groups provided in Canvas (unit home page) to check your group id (which will be U1A, U1B, U1C …….) and to verify the id and name of the group members. If your group information is incorrect, the grade report will also be incorrect. Please copy all students in your group to the message, to avoid confusion.

DO NOT SUBMIT YOUR ASSIGNMENT IF THE GROUP INFORMATION IS INCORRECT. IDEALLY, THE GROUP INFORMATION SHOULD BE FIXED FIRST!

The peer evaluation percentages will determine individual marks, which will be the percentages of the overall marks obtained by the group. This will reflect the participation of each student in the activities developed during the semester by the group. For example, if a student obtain 60% in peer evaluation, that means he/she will get 60% of the total marks obtained by the group.

NO COMPLAINTS ABOUT GROUP INFORMATION OR STUDENT PARTICIPATION WILL BE CONSIDERED AFTER SUBMISSION.

DON’T FORGET TO RENAME THIS FILE TO ADD THE GROUP ID! DON’T FORGET TO CONVERT THIS FILE TO PDF!

Question 1 – Introduction (1 mark)

What advantages, if any, does an IT/software engineer who possesses knowledge of multiple disciplines to have over an IT/software engineer who simply knows how to code? Try to support your arguments with real-life examples from case studies or personal experience.

A software engineer possessing multiple disciplines not only has a better grip on their line of work, but IS also able to produce high quality work, owing to the building of better and more skills. At the same time, one is able to have an open mind, thus being able to think outside the box and increase the number of opportunities available to them (Derwin, 2020). The combination of multiple skills makes it possible for them to be an all-rounded person. Software engineers have an advantage given the skills acquired from their course. Armed with information on HTML, search engines, and how browsers and servers function, a software engineer is also able to play the role of a marketing assistant when opportunity arises or when they need a break from programming. Marketing requires developing marketing strategies for companies. A software engineer with a certificate in sales and marketing performs even better as a marketing manager than one who lacks a certificate in the same, owing to a good understanding of software and marketing, and then marrying the two to produce good results.

Question 2 – Case Studies (2 marks)

Based on the Barclays case study (Tutorial 4, Week 5), what are the advantages and problems of sourcing IT from single suppliers?

The advantages of IT sourcing from single suppliers include: IT function centralization project engagement that was seamless through seamless execution of services with an example of cost reduction, current and future business requirement alignment with information technology, and IT service quality improvement. On top of these, a disaster recovery centre was provided.

The problems of IT sourcing from single suppliers include tedious asset tracking, there are similar problems from incidents experienced, lack of procedures that were auditable, job overruns affecting scheduling, and lack of updating and training of needed insights and skills to perform assignments effectively (McBride, 2009). The other issue is the management of incidents that are generated automatically.

What is the value of service quality questionnaire and performance measures – what should be measured?

The considerations under measurement are user satisfaction to enable improvement of services, strategy realization, governance, reporting capabilities, vendor management and quality assurance.

Question 3 – Strategic Planning (2 marks)

Go through the scenario on slide 8 of the week 3 tutorial (Leadership and Planning) and answer the following question.

A

Prepare the strategic plan for UCChain.

D

C

B

E

F

H

G

A (Vision/Mission) – Bring transparency and innovation to the automotive industry.

B, C, D (Goals)

improve performance of our automotive assets

improve increase vehicle reliability

E, F (Objectives)

a. To produce unalterable, digital assets for the automotives.

To increase transparency through application of decentralization.

a. To increase the number of smart objects that can be used in data collection.

b.To have a better connection among players within the automotive industry (Autovista Group, 2020).

G, H (Strategies)

a. i. Product acquisition from trustworthy suppliers.

ii. Use current technology in the digital assets.

b.i. Ensure data is accessible by all stakeholders.

ii. Ensure data can only be adjusted by the manufacturer only, closing out the rest.

a.i. Lower pricing of effective, smart objects.

ii. Source for cheaper raw materials for the smart objects.

b.i. Engage all stakeholders from the brainstorming/ideation phase.

ii. Develop regulations to limit the chances of distrust among players.

Question 4: Stakeholder Analysis (2 marks)

Go through the scenario on slide 3 of the week 10 tutorial (Managing Design) and answer the following questions.

(1 point) Identify and briefly describe the different stakeholders in the given scenario.

The stakeholders in this scenario are:

The software engineer (UCChain and UCCar) – the UCChain engineer will develop block chain technology that increases transparency of the functioning of the car and decreases the chances of alteration of the smart objects in the car. The UCCar engineer will develop smart technology behind the self-drive idea.

The manufacturer – will be responsible for bringing to life the smart objects capable of the transparency option and the self-drive car as a whole.

The seller/dealer – will conduct the sale of the car to potential customers (Autovista Group, 2020).

The customer – is the user or is the person for whom the car has been designed and manufactured. Their travel needs have been met through the car purchase.

(1 point) Then, in line with customer-centric design, identify the main customer(s) and their needs.

The customers in focus would be those who have not yet attained driving age, those who are exhausted and cannot get behind the wheel thus focusing on safety improvement, the elderly who might have lost the driving function, business professionals who may want a break from driving, and customers who prefer a clean improvement with focus on pollution reduction.

Question 5: Decision Making (1.5 marks)

Go through the scenario on slide 14 of tutorial 3, week 4 (Forecasting and Decision Making) and answer the following question.

What are the expected values for A1, A2 and A3? Which alternative would you choose to develop? Justify your answer (you don’t have to choose based on numbers only!)

Expected value A1 = (0.3*-60000) + (0.4*250000) + (0.3*350000) = 187,000

Expected value A2 = (0.3*-400000) + (0.4*300000) + (0.3*930000) = 279,000

Expected value A3 = (0.3*-25000) + (0.4*125000) + (0.3*275000) = 125,000

Considering the numbers and effectiveness of the options available, it is best to pick A2 since it has a higher expected value and with the new API, there may be room for integration of updated existing services into self-driving cars, which can enhance security for the cars. A2 is the best alternative because of not only the high expected value, but also because it considers a new API for the integration of existing services with self-driving cars. UCChain considers this alternative as the best further because the realization of the effectiveness of UCCar will be seen when the new API allows for seamless communication through data exchange and interpretation, which results in a better functioning vehicle. This means that the vehicle will be able to give a warning in case of tampering with assured transparency.

Question 6: Organising (1.5 marks)

Go through the scenario on slide 6 of the week 6 tutorial (Organising and Controlling) and answer the following question.

Based on the information provided in the slide, prepare an organisational chart for UCChain’s Sydney branch, stating what pattern of departmentation you are using and a brief explanation (in two or three sentences) as to why.

The departmentalization pattern used in this case is the functional type. The organization has been broken down in terms of the various functioning areas that the organization focuses on. This pattern makes it possible for the needs of the customers as well as the needs of the organization to be met, without compromising on quality and goals for either. At the same time, it makes it possible for the organization to focus on individual functions and then treating them wholesomely.

Sales & Customer Support

Health care

Growth and Operations

Human Resources

Legal

Global Marketing

Product Research

Block chain solution development

C.E.O.

Question 7 – Controlling (1.5 marks)

The following grid summaries findings about the efficiency of a Company ‘A’ and peer group’s management of liquidity, debt and assets. Evaluate Company ‘A’s financial position in terms of its liquidity, capital structure, asset management efficiency and profitability. Evaluate your assessment and suggest on how the company A is performing against its industry peer group average.

Ratio Company A Peer Group Assessment

Current ratio 2.23 1.18  Company A is more liquid than the peer group.

Acid-test ratio 1.8 1.4  Company A has a better access to cash to meet immediate demands in comparison to the peer group.

Debt-to-assets ratio 53.80% 35%  Company A is a bad indicator of debt repayment; the peer group is a good indicator of debt repayment.

Inventory turnover 5.36 7  Company A has high chances of obsolete inventory; the peer group has high chances of stock-outs.

Asset turnover 1.7 1.1  Company A uses its assets in a more efficient way in sales generation; the peer group uses its assets in a less efficient way in sales generation.

Accounts receivable 17.67 14.6  The credit sales of company A have more likelihood of collection in comparison to the peer group’s credit sales.

Profit margin 10.2 7.58  Company A handles its finances better since it realizes more profit in comparison to peer group.

In general, looking at the ratio details in this regard, company A is performing much better than the peer group. It has more cash in hand in comparison to the peer group, but the most general way to describe company A’s good performance is in identifying its better performance in asset turnover in comparison to the peer group’s performance in asset turnover. Company A, therefore, uses its assets in a more efficient and better way, which leads to greater generation of sales.

Question 8 – Non-Financial Controls (2.0 marks)

(1.0 point) In which system(s) from above table could the rating scale from Table 2 (Tut 5, slide 14) be used? And in which systems could it not be used? Justify your answer (one short paragraph is enough).

The rating scale from Table 2 can be used in the pure rating system since it categorizes employees on the basis of their level of performance while considering the performance factors. The other systems that can be used are percentile arranges employees on the basis of performance, as well as modified ranking which deliberately has employees arranged in a manner that clearly shows on their performance levels. The rating scale cannot, however, be used in the forced ranking since this has been done haphazardly and without a clear indication of performance factors being considered.

(1.0 point) Considering all performance rating systems from above table, point out between two and four employees that UCChain should pay special attention to. Justify why they were chosen and point out career strategies/HR actions that should be applied to them.

Abraham has been chosen because he has potential, considering his ability to take initiative; and crashes into buildings, argues with himself, and drinks water meaning he can find other non-conventional ways of getting work done. For his slow timing, he can be given a mentor to help him meet targets, with the motivation of getting rewarded when tasks have been completed in a timely manner. The targets are in form of closing a UCCar deal. Follow-ups with customers can be an encouraging beginning for him. With self-arguing, he can undergo training on how to convert arguments into meaningful conversations with clients to a point of convincing clients to make UCCar purchases. This will help improve his self expression and interaction with clients.

James is another employee to consider. Seeing that he comes up second, has a lot of potential. Talent recruitment to help identify his hidden talents can help James become better at task performance seeing that he would have found his niche. He might turn out to be an impeccable sales person for UCCar, thus ending up being the top car sales person. On top of this, he can undergo training and development to improve on the few areas that may be pulling him back. Once this has been dealt with, James ends up being UCCar’s top sales dealer since he is able to make a case for himself and acquire vehicles for sale, and even end up selling the vehicles at a greater profit margin than expected.

Question 9 – Managing R&D (1.5 marks)

Using the Weighted Moving Average method, and exponential smoothing = 0.30, forecast the sales in 2030. Assume 2020 forecast sales as equal to the actual sales of 2020. Explain which method you prefer and why (one short paragraph for justification)

Year 2020 2021 2022 2023 2024 2025 2026 2027 2028 2029

Actual 23 28 41 60 54 57 48 50 52 49

Weights 0.05 0.05 0.05 0.05 0.05 0.05 0.1 0.1 0.2 0.3

Weighted Moving Average

F2030=0.05 (23)+0.05(28)+0.05(41)+0.05(60)+0.05(54)+0.05(57)+0.1(48)+0.1(50)+0.2(52)+0.3(49)

F2030=48.05

Exponential Smoothing Calculation

F2030=0.3(49)+0.7(46.2)

F2030=47.04

I prefer using Weighted Moving Average over Exponential Smoothing Calculation because it is simpler and forecasts using data collected overtime not the current data alone.

Almost done

Question 10 – Managing Design (1.5 marks)

Go through the scenario in slide 2 of the week 5 tutorial (Managing Design) and answer the following question.

Write a short recommendation for the design of the UCCar self-driving car. This recommendation should consider the different design criteria (no more than a few words or a very short paragraph per criteria). Only the criteria applicable to this product should be considered.

There are various criteria to consider for the design of the UCCar self-driving car. The most important considerations are the predictive modelling, rules that are hard-coded, smart object discrimination and algorithms that help with obstacle navigation and traffic rule observance on the road. The algorithms in this case are driving corridors algorithm to aid in spaces that are free from collision cases, voronoi diagram algorithm for distance maximization between car and other obstacles, and occupancy grid algorithm for feasibility and risk calculation in consideration of surrounding obstacles. In the laser illuminating detection and ranging (lidar) systems, mechanisms responsible for cooling, temperature and air flow are mounted on the roof of the car. For the safety requirements to be met, a product design that is more robust has to be met. This is made possible through conducting thermal simulation and analysis. The surface area for heat transfer will also be increased for the IC components to thrive in effectiveness of heat transfer (Shukla, 2019). Thermal conduction addition in the car will also help with efficiency in solids.

When looking at the digital design portion of the car’s development, functionality testing is a significant part of a successful result. The car will be validated and verified through testing it when the temperatures are high and when they are low. Design decisions are better made when simulations are accurate. For better accuracy, calibration of the electronic cooling simulation is important. This is done using thermal characterization that is non-destructive. Furthermore, the car has to function in such a way that the safety-critical functions remain handled through use of electronic control units on a two-channel architecture. This integration allows for the safe data exchange and interpretation, thus allowing seamless communication. For effective interoperability, it is important to ensure testing of the software for the quality, performance, functionality and security requirements to be met. On top of this, the power steering to be installed in the car ahs to be electric, reliable and high performing. This is made possible by metal-oxide-semiconductor field-effect transistors (MOSFETS) which have a low loss as well as sensors.

Question 11- Managing Production Operations (1.5 marks)

Go through the break-even chart in slide 2 of the week 11 tutorial (Managing Production Operation & Marketing) and answer the following question.

Present at least two production strategies to avoid or at least delay the high break-even point. Explain why you should do that.

One production strategy is focusing on one target market which allows for the products and services to meet specific, customer needs thus increasing the value to the customer and the profit to the producer/manufacturer. The other important production strategy is increasing the company’s value through building its brand equity (Stark & Stewart, 2012). In the process, better prices result with a positive effect on the profit margins. Value addition can happen through coupling company products with an additional free product to increase the likelihood of customers preferring the company’s products over competitors’ products. This will help lower the break-even point with an increase in profit margins.

Question 12– Marketing (2.0 marks)

Identify the market segments you may plan to target for UCCar’s self-driving car. Prepare a general outline of UCCar’s marketing strategy. You may need to consider and research the following:

How firms use product-based and customer-based marketing strategies

UCCar is the perfect definition of customer-based and product-based marketing being combined. Advertising will happen in real time and in a digital manner, so that the passenger gets to remember their experience on the go. Location targeting will mean that customers on the move get to experience both the physical and digital. The former is experienced as customers are driven around thus giving them more freedom to handle other tasks as opposed to driving, and digitally, any purchases and errands are done by the car so that the car is the new delivery man. The ads that the customers get are personalized according to their preferences thus well aligned to create return customers (Stark, 2016). The customer experience is designed in a manner in which the time that should have been spent driving is now used to keep the customer busy and intentional, while creating a smooth experience for them. Te vehicle then becomes a better trip enhancer for the customer, making it possible for the customer to plan their day better.

Communicating with different market segments

The firm will communicate with different market segments on the basis of the various needs that different customers have. Looking at the consumer needs, UCCar will mostly focus on people with individual lifestyles and living within cities. Greater focus will be placed on the need for car-sharing as opposed to ownership. The firm will ensure that the vehicle is integrated with services that the customers in need of and those that increase free time and flexibility for the customer. Communication will also be on the basis of the legislations in various segments. In segments that allow for autonomous driving, the customers save a lot and get to focus on other parts of their lives. The car will be designed in a way that ensures safety for the customers and other people on the road. Given that UCCar will face competition from other firms, it will be important that the firm collaborates with other companies for the sake of value addition. This will also make it easier for the firm to gain favour in the market (Weiss, Gaenzle, & Romer, 2015). The product will be made available to certain target markets given that the product serves as a service (mobility) and for private transportation, which may mean that there are people who may not be able to afford the product/service. The car will fall within the segments of mobility services, mobile apps, private transportation, infrastructure, and special equipment. Another focus will be mature markets, looking at use. Lastly, UCCar will focus on low-cost as well as the premium market in service provision. The UCCar will be able to service both partial and fully autonomous needs of the target markets.

Identify customer relationship characteristics

For the success of the firm in launching the UCCar, customer relationship characteristics will need to be nurtured. They include a positive attitude that will help give the customer confidence in their purchase, analytical skills to help a customer understand the autonomy concept in detail, and people orientation for a better understanding of various customers and how to approach them (Businessballs.com, n.d.). Other characteristics are understanding of the bridge between profitability and customer relationship management, and putting the customer first. This will help with convincing customers of their purchase.

Retention of Customers and Customer relationship life cycle.

The customer relationship lifecycle describes the journey travelled by a customer in light of the relationship with a firm. The type and quality of the relationship determines whether or not customers will be retained as repeat customers. Awareness for the UCCar will be done through marketing strategies. These will include paid media advertising to reach more potential customers, direct selling to various target markets, internet marketing co-branding alongside stakeholders in related fields, and point-of-purchasing marketing. Once awareness has been created, acquisition follows so that the firm engages the potential clients without fail. With good cars and services, it is now possible to convert the potential customer to a customer through the creation of trust. To retain the customers, the firm will need to provide customers with the needed support; answer questions respond and send out follow-up emails. This is value addition to the customer (Taylor, n.d.). Advocacy is the last step. With satisfactory service provided to customers, the firm would expect them to recommend the brand to others, thus getting more clients in the process.

How do we decide where to advertise? How will we coordinate Web and traditional advertising? Should we integrate our Internet and non-Internet marketing campaigns?

The decision to advertise is based on the location of the target market, for example, the firm will place billboards on Times Square to capture the attention of its target market. Where the potential customers frequent is the best advertising location. The integration of internet and non-internet marketing campaigns is the best way to advertise to the target market. This ensures that the target market that does not frequent online platforms has its needs met as well as those who tend to frequent them.

How can we use social networks for marketing and advertising? Does the company need a separate social media strategy?

Social networks may be used to reach many potential customers, especially the millennial generation or the youth, generally. They are easily attracted by advertising conducted on the platforms they frequent as well as having these platforms as their main source of information. The company needs a separate social media strategy (Gurd, 2019). This is owing to the fact that the customers here are somewhat different from those who prefer traditional marketing methods, social media is influential on people’s purchasing decisions, have a level playing field with competition, to reach social media influencers who will be able to market the car to the public on social media and for reputation enhancement.

References

Autovista Group. (2020, March 19). Toyota builds up Blockchain abilities. Autovista Group. https://autovistagroup.com/news-and-insights/toyota-builds-blockchain-abilitiesBusinessballs.com. (N.D.). CRM (Customer Relationship Management). Businessballs.com. https://www.businessballs.com/customer/crm-customer-relationship-management/Derwin, J. (2020, January 20). These are the 15 most in-demand skills in Australia right now, according to Linked-In. Business Insider Aus. https://www.businessinsider.com.au/most-in-demand-job-skills-australia-linkedin-2020-1Gurd, J. (2019, February 19). 6 reasons why you need a social media strategy. Smart Insights. https://www.smartinsights.com/social-media-marketing/social-media-strategy/social-media-strategy-planning-essentials-6-reasons-need-social-media-strategy/McBride, N. (2009). Exploring service issues within the IT organisation: Four mini-case studies. International journal of information management, 29(3), 237-243.

Shukla, D. (2019, August 16). Design Considerations for Autonomous Vehicles. Electronicsforu. https://www.electronicsforu.com/market-verticals/automotive/design-considerations-autonomous-vehiclesStark, K. & Stewart, B. (2012, February 1). 3 Ways to Lower Your Break-Even Point – Taking steps to improve profitability can actually help you to increase customer value and build brand equity. Inc.com. https://www.inc.com/karl-and-bill/3-ways-to-lower-your-breakeven-point.htmlStark, L. (2016, February 1). Marketing in the Fast Lane with Self-Driving Cars. Tech Crunch. https://techcrunch.com/2016/01/31/marketing-in-the-fast-lane-with-self-driving-cars/Taylor, K. (N.D.). Customer Relationship Lifecycle. HiTechNectar. https://www.hitechnectar.com/blogs/customer-relationship-lifecycle/Weiss, C., Gaenzle, S., & Romer, M. (2015). How automakers can survive the self-driving era. Kearney. https://www.es.kearney.com/automotive/article?/a/how-automakers-can-survive-the-self-driving-era