Technology Strategy Assessment of URC : A Roadmap to World Class Excellence / Anthony B. Sierra

Date : May 2015
Number of Pages : 56 leaves
Adviser : Dr. Serafin D. Talisayon

Abstract

A technology strategy is a set of decisions related to the use and development of technology intended to confer advantage to the firm. If not properly formulated and planned will result to fewer breakthrough products, longer cycle times, lower success rates, and overall poorer new product performance. Technology strategy is vital for every company striving to achieve world class standard of quality performance excellence.

The objectives of this study are to : 1) assess URC's technology strategy to serve as guide in making technology choices that involve selection, acquisition, development, exploitation, assimilation, and protection of company's technology assets; and 2) evaluate URC's level of performance excellence towards being Best-in-Class using Malcolm Baldrige Framework and provide recommendations on areas for improvement. Technology Department (TD) is the main focus of this study where product innovation and technology strategy formulation are centered. 

URC's vertical business integration, wide product portfolio, and local and international geographical footprint are among the major sources of URC's competitive advantage that allows them to be better than competitors using a mix of cost, differentiation, and niche barrier strategy. The main identified strength of TD is dynamic people according to interviewees. People in TD love their work that spur the high level of enthusiasm at work. Technology Strategy formulation of URC is explicit but somewhat built in to the strategic planning process. They use the traditional top to bottom approach of strategy and implementation. NPDs are 95% driven by marketing according to Ms. Rivera, TDs Director. NPD performance is negatively affected by not choosing the right project and sometimes not doing the project right. They don't consider URC as technology leader in its industry but the people are well skilled and resourceful to make use of its current technological assets effectively.

Malcolm uses seven criteria for performance excellence to help improve organizational performance practices, capabilities and results, to facilitate communication and sharing of best-practices. Malcolm Baldrige National Quality Award Self-Assessment survey showed that Human Resources Capital got the lowest percentage score of 67%. This criterion examines how your organization engages, manages, and develops your workforce to utilize its full potential in alignment with your organization's overall mission, strategy, and action plans. URC has to revisit employee satisfaction aspect of HR that includes development of employee services, assessment of employee satisfaction, and trend data of employee services.

On the other hand, Process Management is the highest criterion which got 72%. This criterion examines how your organization designs, manages, and improves its work systems and work processes to deliver customer value and achieve organizational success and sustainability. Also examined is your readiness for emergencies.