Choosing a global brand that is well-known for its strategic total quality management approach, please answer the following questions:
- What is the quality management philosophy of the brand? The types of quality management approaches can be classified into various categories such as the Crosby approach, the Deming and Juran’s approach. Which of these approaches do you think best describes your chosen brand’s philosophy and why. (400 words)
Notes:
*Remember: The types of quality management approaches can be classified into various categories such as Crosby approach, Deming and Juran’s approach. Please read information below:
Crosby: Crosby has been emphasizing on diversified principles which can be used for the purpose of augmenting the quality aspects in business processes. Similarly, the manufacturing unit has been using this approach by defining several quality standards so as to meet industry standards (Approaches to Quality Improvement, n.d). There are four absolutes of quality management necessary for conformity which also aids in aligning customer needs.
Juran’s approach for quality controlling: Juran’s approach to quality management had Japanese roots in which he mainly emphasized on three aspects which are essential for companies to carry out into practice. Quality planning involves building awareness to improve the service provision and for that management commitment is required the most. After that quality control process needs to be carried out so as to test products and services as per their quality standards. Another significant component is quality improvement which is a continuous pursuit towards perfection.
Deming’s philosophy of TQM: As per the approach, a company should design quality products and services according to the needs and demands of customers so as to reduce waste attributes and simultaneously this can increase quality aspects with limited allocation of resources on processes.
Compliance model: The model establishes different standards and criteria which could assist in enhancing the standard of services. It also develops processes for ensuring consistency of assessment both within and between service providers and users. The model is cost effective and it requires centralized systems for regular reviews and audits. It set standards for quality management.
Evaluative model: The model is highly committed to quality assurance and continuous improvement. The main purpose of the model is to make the business entity realize the need of quality assurance for the customers. The model has sub standards similar to ISO 9001- 2008.
Question 2. Please analyse the range of quality controls the brand applies and explain how service to the customer can be improved through the application of these quality control methods (TQM tools, inspection, quality assurance etc…) (400 words)
Notes:
*Remember: A definition of quality assurance is:
The processes that ensure production quality meets the requirements of customers
This is an approach that aims to achieve quality by organising every process to get the product ‘right first time’ and prevent mistakes ever happening. This is also known as a ‘zero defect’ approach.
In quality assurance, there is more emphasis on ‘self-checking’, rather than checking by inspectors.
Advantages of quality assurance include:
- Costs are reduced because there is less wastage and re-working of faulty products as the product is checked at every stage
- It can help improve worker motivation as workers have more ownership and recognition for their work (see Herzberg)
- It can help break down ‘us and them’ barriers between workers and managers as it eliminates the feeling of being checked up on
- With all staff responsible for quality, this can help the firm gain marketing advantages arising from its consistent level of quality
A definition of quality control is: The process of inspecting products to ensure that they meet the required quality standards
This method checks the quality of completed products for faults. Quality inspectors measure or test every product, samples from each batch, or random samples – as appropriate to the kind of product produced.
The main objective of quality control is to ensure that the business is achieving the standards it sets for itself.
In almost every business operation, it is not possible to achieve perfection. For example there will always be some variation in terms of materials used, production skills applied, reliability of the finished product etc.
Quality control involves setting standards about how much variation is acceptable. The aim is to ensure that a product is manufactured, or a service is provided, to meet the specifications which ensure customer needs are met.
There are several methods of quality control.
At its simplest, quality control is achieved through inspection. For example, in a manufacturing business, trained inspectors examine samples of work-in-progress and finished goods to ensure standards are being met.
For businesses that rely on a continuous process, the use of statistical process control (“SPC”) is common. SPC is the continuous monitoring and charting of a process while it is operating. Data collected is analysed to warn when the process is exceeding predetermined limits (400 words)
Question 3. Please provide a few recommendations to the brand so that it can enhance its added value in the minds of consumers? (400 words)
Notes:
Remember: Added value = the difference between the price of the finished product/service and the cost of the inputs involved in making it. Let’s say a celebrity chef is preparing a meal at his luxury restaurant. Once the cooking is complete, the meal is being served and sold for a high price, substantially more than the cost of buying the ingredients. Value has been added.
You don’t have to use robots or have the culinary skills of Gordon Ramsay to “add value”!!
For example, businesses can add value by:
- Building a brand – a reputation for quality, value etc that customers are prepared to pay for. Nike trainers sell for much more than Hi-tec, even though the production costs per pair are probably pretty similar!
- Delivering excellent service – high quality, attentive personal service can make the difference between achieving a high price or a medium one
- Product features and benefits – for example, additional functionality in different versions of software can enable a software seller to charge higher prices; different models of motor vehicles are designed to achieve the same effect.
- Offering convenience – customers will often pay a little more for a product that they can have straightaway, or which saves them time.
