BOLDFLASH MOBILE: RECOMMENDATIONS

Outline
 Facts
 All came from within division (employees, etc)
 Problem statement
 Process to reach recommendations
 Facts analyzed
 Options considered
 Criteria for decision-making
 Three final recommendations
 Examples of implementation
 Summary
 Questions
 Facts

PD Sales Marketing Manufacturing

• Evaluated by: • Evaluated by: • Evaluated by: • No evaluation
• # Patents revenues • Gross margin criteria
• # Presentations • Quality, on time
• # Academic papers delivery

• Criticisms: • Criticisms: • Criticisms: • Criticisms:

• Trials inhibit line • Tunnel vision • Inventory • Role confusion
• Leader unavailable • Focus ≠ management • Focus ≠ customers
• Research = success customers • Isolated • Product, customer
• Competitor • Under performing disconnect
neglect • Forecasting
• Turnover hurts difficulty
team
Problem Statement

 To ensure a sustainable product development

process, we must assess several components
of company culture:

1. Horizontal collaboration

2. Vertical communication

3. Focus on customer needs

Horizontal Collaboration

 Cross-functional teams
Solution 1

Employee Ease of
Effectiveness
buy-in implementation

Cross-
functional High Medium Low
teams
Vertical Communication

 Directorate role definition

 Benchmarking accountability system

Solution 2

Employee Ease of
Effectiveness
buy-In implementation
Directorate role
definition High Medium Medium

Benchmarking
accountability High Medium Low
system
Focus on Customer Needs

 Education about/interaction with the

customer

 Restructure the PD process

 Create a new mission and vision

Solution 3

Employee Ease of
Effectiveness
buy-in implementation
Education
about/
High-Medium Medium Low
interaction with
customer
Restructure PD
process Medium Low-Medium Medium

Create new
vision and High High-Medium Medium
mission
 Implementation: Cross-functional teams

Marketing
Marketing director
directorate

PD
PD director
directorate

Sales
VP Mobile Division Sales director
directorate

Manufacturing director Manufacturing

directorate

Cross-functional teams
Integrations director (led by project
managers)
Implementation: Directorate Role Definition

Marketing (1) PD (2)

• Find need • Understand need

• Create customer • Create idea
strategy • Standardize product
• Understand customer • Advancements
feedback

Sales (4) Manufacturing (3)

• Understand inventory • Understand

• Understand customer standardized product
strategy • Produce product
• Sell product to customer • Manage inventory
• Gain feedback
Implementation: New mission/vision

 Vision:
 We, BoldFlash Mobile, are committed to
becoming the industry leader in flash memory
technology in an ever-changing market.
 Mission:
 BoldFlash Mobile fosters an environment of
collaborative creation. We enable our people to
thrive in our changing world through a unified
Product Development Process, which starts with
our customer’s needs.
Performance metrics

Cross-
functional Sales Marketing PD Manufacturing
teams

Customer Customer Measured on On-Time

satisfaction satisfaction ability to Delivery
accurately Measured on
predict creating
Acceptance market needs products that
Customer
• Internally and meet
service and Quality
externally customer
interaction
needs and
generate
……kelly?? sales
Efficiency Profitability Gross margin
Organizational performance metrics

 Mobile division performance metrics:

 Market share
 Market share growth

 PD process
Quarterly meeting

 Pre-meeting:
 Deliver news to directors
 Have a candidate for integrations position
 Have candidates in mind for project manager positions
 Meeting:
 Deliver news to employees
 Build morale
 Begin implementation
 Post-meeting:
 Re-train/re-position employees accordingly
 Be aware of “buyer’s remorse”
 Be patient
Summary
 Quarterly meetings are integral
 The real problem is summed up in the following
areas:
 Collaboration (horizontal)
 Communication (vertical)

 Focus on customer needs

 Our recommendation is to implement:

 Cross-functionalteams with departmental role definition
and the creation of a new vision/mission
THANK YOU