In order to survive in this competitive world, it is essential for the business organization to manufacture best quality of the product for customer satisfaction. Competitive advantage can be developed by business organizations in terms of quality of product offered. For a business organization to retain customers for a longer duration, it is essential to create competitive advantage. Along with this, it also helps in developing customer loyalty, which is considered as an important factor for the success of an organization.
It is the responsibility of the management of business organizations to implement various strategies related to the total quality management (TQM) so that the customers remain satisfied and are retained by the organization for a longer duration (Dabal, 2001). A high quality of the product can be achieved by the continuous improvement of processes that are used to improve the manufacturing of products in a business organization. It is the responsibility of the management and leaders working in an organization to implement various strategies and framework to maintain the quality of the product manufactured, to satisfy customers and retain them for a longer duration (Morfaw, 2009).
Giant Bicycle Company manufactures high quality of bikes at affordable prices to improve and increase the bicycling experience of customers. The products are manufactured according to customer’s preference and taste, thus striving to make the world a better place. It has been recognized as the world’s largest producer of bicycles (Giant, n.d.). This report presents a discussion about the role of leadership in maintaining the total quality of the product offered in Giant Bicycle Company. The concept of TQM and leadership in order to attain the world class excellence has been explained in the report. The report addresses the problem faced by Giant Bicycle Company related with the quality and also provides a solution to this quality of product offered. Certain recommendations are also given in the report, which can be implemented in order to gain competitive advantage and for the long term survival of a business organization.
Quality may be defined in as the perception of the customer about a product. It may be defined as the quality in terms customer satisfaction. The quality of a product manufactured can be better explained by conformance, which means that the product is manufactured according to the pre framed structure. The product thus manufactured is reliable in terms of quality and is durable in nature. The concept of TQM as a management approach came into existence in 1950’s and since 1980’s it became popular. Cultural aspect, the structure of organization and attitude of employees working in the organization is considered as the total quality (The concept of TQM, n.d.). The concept of TQM has seen a drastic change and now-a- days, business organizations focus mainly on the customers and work to meet the expectations. In the process, the product thus manufactured focus mainly on the taste and preferences of customers and manufactured product exactly desired by customers. Hence, TQM concept can be defined as the customer driven process (Dell & Anderson, 1993).
It is a concept, which is introduced in the culture of an organization to support consistently in order to gain customer satisfaction with the help of a number of tools, training and techniques. TQM also includes continuous improvement as concept of TQM is customer driven process and due to change in the lifestyle of customers, tastes changes hence, it requires continuous improvement. This continuous is a cyclic process that include plan, do, check and act (PDSA) process with the help of which a benchmark can be obtained from current performance to better performance (Total Quality Management, n.d.). In order to maintain the quality, it is essential for the management to keep an eye on the taste and customer preferences so that a better product can be manufactured, thus developing a competitive advantage. There are a number of elements that affect TQM for example, management commitment and leadership quality, teamwork, supplier involvement, cost of quality, customer service, training methods applied and statistical methods (Arditi & Gunaydin, 1997).
Source: (Arditi & Gunaydin, 1997).
TQM is not only related with the management of quality but, it is also related with the management of people working in organization and various business processes to ensure that customer are satisfied at every stage.TQM can be implemented in a effective manner, if it is combined with leadership within business organizations and it results in doing right thing in the correct and appropriate manner (Arditi & Gunaydin, 1997). Leadership may be defined as the process of influencing the behavior of people that support each other for the accomplishment of a common task. Leadership is a process that has the ability to persuade behavior of other people and leadership is a personal quality of individual. In an organization, the leadership is present at all level for the flow of work in an effective manner.
Interpersonal leadership is the type of leadership which is present at the lower level of organization, while, institutional leadership is the form of leadership that is present in the upper level. The interpersonal leaders frame a number of strategies and daily routines so that the work can be done in a better and effective manner. At the upper level, the manager of business organizations focuses on the future planning so as to make more profit and future growth of company for a longer duration. Leadership is basically a complex process, which involve relational, situational and behavioral aspect as it includes an influencing power of a leader (Sadler, 2003). It has been observed that the leadership quality effect the organization thus influence its employees in the organization to improve various products and services offered to customers.
In order to improve the efficiency it is essential that management of business organizations to understand the way of working and better communication means are followed across various departments for the flow of work in an easy manner. There are basically following aspects on which the concept of TQM is mainly concerned about customers, improvement continuously the process so that better services and various preventive actions are taken so that the work can be improved. . TQM is a process applied by management to involve employees in continuous improvement in the quality of goods and services offered. TQM has been defined as the philosophy of management to integrate various functions of management to meet the demand of customers and objectives of business organization. Along with this, it is also concerned with the leadership and team work that focus on manufacturing better quality to product, thus, satisfying the needs of customers. Leadership in the form of good management is considered as the foundation of the success of a business organization in this competitive world, thus retaining a strong position in the market.
Because of strong leadership, a business organization can achieve total quality management thus, attracting and retaining customers for a longer duration. By leadership here means, manager provide vision and strategic direction to the employees. Along with this framing certain values that should be followed by the employees of lower level is considered as an important aspect that is implemented by the manager of organization as a leader. It is essential that the manager of the organizations show their commitment and dedication towards the concept of TQM as without their commitment, the concept of TQM cannot be implemented better (Serafimovska & Ristova, n.d.). Various research scholars have stated that leadership is the main pillar over which the TQM policy relies. Here the leadership can be of any type namely transformational and transactional. While implementing the TQM policy, the manager of organization can adopt reward or punishment style for the better implementation of the policy. Basically, transformational form of leadership style is followed at the time of implementation of TQM as it is based on the visionary power of the management and goals so established are achieved according to it.
This type of leadership is considered as the most favorable and suitable form of leadership for the successful implementation of TQM. For the successful implementation of TQM, commitment from top leaders and commitment is required as top management can lead TQM towards the success. It is the responsibility of the top management to implement short term goals so that employees are prepared to attain long term goals and get successful implementation of TQM (Arditi & Gunaydin, 1997). Performance and implementation of TQM successfully can be understood better by capability maturity model, which is a step wise defined process that include the management of performance in a pre-defined manner. After the analysis of performance, it is measured on the quantitative basis thus, presenting the way by which the benchmark can be obtained and success of total quality concept can be implemented. At the last stage, the performance thus formed is optimized by focusing on the improvement methods.
In this, it is divided into three groups as namely, team of client along with their advisers, a team of project management and a contractor team. With the help of this model, the project is delivered on time with the desired quality with successful implementation of concept of TQM. There are a number of benefits that are associated with the implementation of TQM, which is continuous improvement process and the benefits associated with the continuous improvement are namely the objective of business organization are achieved by following best techniques and practices and communicating best and appropriate information required by the management. It also helps in increasing the profitability of business organizations thus increasing the project capability thus earning more profit (Mohamed, 2014).
Giant Bicycle Company manufactures a wide range of bicycle according to the choice of customers and their preference. It manufactures products such that the riding experience of customers can be increased. It manufacture bicycle different for different area as it has different range of bicycle for hilly areas and completely different range of bicycle from that used in the plane area. Along with this, it manufactures different range of bicycle for men, women and children according to the strength and use of customers. The company, Giant Bicycle Company always tries to provide products at the affordable time and at the time of requirement. It also provide warranty so that in case of any fault default the company can repair it and provide best products thus satisfying the need and want of customers. Through this, the company wants to retain its customers for a longer duration and want to survive in this intense competitive world to ensure that a large market share can be held by the company.
The company has given a serial number to all its bicycles so as to keep a track record and provide better product line in case if any problem is faced in any product. The major problem faced by the top management of business organization is related with the manufacturing department as in the recent times, the company received a number of complaints related with the quality of the products. These complaints were related with the manufacturing process and quality process as it certain parts of the bicycle had issues that were faced by the customers at the time of riding at different times. The company in order to retain customers for a longer duration and remain sustainable should use and implemented various measures so as to solve this problem and to maintain better quality of product. TQM is one such process that can be used by the top management of business organization as with the help of this, problem with the product quality can be improved to retain longer duration.
The company has also manufactured carbon bikes so that the riding experience and provide them better product according to their choice. The dealer that supply the product are not given complete and related information about the demand of product in the market and the what is the current trend in the market and what are the taste and preferences of customers. In order to solve this, the company has developed a number of ways and has taken regular feedback from customers so as to understand the demand of customers and manufacture product according to the choice and taste of customer to retain them for a longer duration. A number of technological interventions have been developed and on website, it has provided benefit to customers to access the information about the product. In order to solve this problem, the top management of the business organization has decided to implement TQM and it has been observed that the concept of TQM is an initiative that has been applied by the taken by the top management, for the successful implementation of TQM concept, dedication from top management is essential.
Top management has applied the process of continuous improvement in order to improve the manufacturing and it is also implemented by business organizations is called benchmarking in which the ‘best practices’ followed in an organization are applied. The major process that the top management should follow while implementation TQM consists of developing certain values that employee has to follow. These are developed to ensure that the organization survives for a longer duration. The role of leadership in the TQM can be better stated and explained with the help of Bellow model that start with the Check phase as the improvement of quality can be is prepared after the analysis of the present condition and procedure followed in the formation or manufacturing of a product. In order to implement, TQM include a strong commitment and leadership quality in the business organization so that employees can be influenced to implement TQM for the better quality of a product. Leadership quality include including the feeling of commitment in employees so that better quality can be produced by employees (Serafimovska & Ristova, n.d.).
Organizational culture may be defined as the human behavior that is present in the organization and their reaction towards different situation and working condition. In organizational the culture also comprise of values, working language, system, beliefs and symbols that are provided and taught to employees so that the performance of organization can be improved. This is the way by which the interaction of employees among different groups and employees is improved and with the help of this method a feeling of commitment can be developed among the employees. Organizational culture is followed in private, non profit and government organizations to in order to promote an open culture so that work in organization can be done in a better and effective manner. Culture in an organization is formed in order to promote promotion and is created with the help of interaction among employees and various business processes in the organization.
Organizational culture may be defined as the set of basic assumption which present a set of framework that are followed in an organization so that the business processes can be carried in a better and effective manner (Schein, 2010). In order to implement a number of polices and framework, it is essential for business organizations that open culture is followed for the successful implementation of new polices and strategies (Schein, 2009). For the successful implementation, it is essential that feedback and proper communication about the benefit of new framed policies for example, the concept of TQM can be implemented in a successful manner if the employees are communicated in a clear manner about the benefit associated with the concept.
The company currently is working with a mission is to create better bikes thus, improving the riding experience. Alternatively, the mission for Giant Bicycle Company can be manufacturing the bicycle with more power by using the natural energy so that better riding experience can be enjoyed by customers with the expense of less energy.
With the advancement in the technology, a number of innovative and new products have been developed in terms of quality of product that has replaced traditional bicycles. This has been done with the help of number of innovations done for the manufacturing of cycles. Since, with the passage of time, customers use energy efficient measures to travel across distance, there are a number of bicycle manufacturing business organization that have developed so as to improve the riding experience of customers. In today’s competitive world, it is essential that business organization use a number of technological innovations in the product to improve its quality. In the similar manner, Giant Bicycle Company should renovate the products and use the latest technology to manufacture a new and energy efficient product to improve riding experience and in the similar context, company should develop new mission and vision so that goals can be developed according to the new mission for the success of organization.
It should be such that better quality of product can be manufactured and attracted customers towards new product thus creating competitive advantage. Competitive advantage can be developed and created with the help of the new mission and it will educate and provide training according to the new mission and vision. In order to develop new and innovative product, better training and development program should be developed so that better quality of a product can be developed. In the similar context, the vision of the company will be to attract a number of customers towards the new manufactured bike with the help of various promotional strategies. This can be done by applying various new measures to attract a new target and various marketing techniques can be developed to retain and attract potential customers.
On the basis of the above discussion, it is clear that TQM is a concept or a philosophy of management, which can be implemented in an effective and efficient manner so as to improve the productivity and profitability of organization. The successful implementation of TQM concept, the commitment from top management and leadership quality is required. The top management can frame a number of short term goals and objectives that should be followed by employees to get success and for the same certain long term goals should also be framed to manufacture a better quality of product. In the similar manner, the company, Giant bicycle company has implemented a number of polices and framework to implement the successfully TQM concept.
The concept includes quality in terms of product and people working in the organization to increase the profitability of organization. The improvement in terms of quality of product and employees is essential for the long term survival and retain customers for a longer duration. It is the responsibility of the top management of a business organization to implement the concept of TQM in various business processes so as to retain customers for long term survival and gain competitive advantage. Giant Bicycle Company had developed various means to gain successes and implemented TQM to gain competitive advantage and success over its competitors.
Benchmarking and current performance: It may be defined as the activity which helps in developing best practice and improving the current service. It includes the employee engagement in the continuous improvement of product with the help of plan-do- check-act framework. In the current state the company is performing well and is supplying products that are satisfying the needs of customers by delivering the bicycle according to the need of customer and has increased the riding experience of customers. This is internal form of benchmarking where the internal performance of employees on the basis of customer’s requirement. Benchmarking performance and process management: The performance and process of the company is benchmarked to improve the performance of employees’ thus improving the efficiency of organization. The customer requirement should be analyzed with the help of the feedback, creating websites where customer can post their requirement. Along with this, by interviews from customers so that the product can be developed, to satisfy customer needs.
In order to analyze the customer needs proper planning and various processes should be developed so that the new product can be developed to satisfy the needs. Measurement of employee’s performance and process management: The performance management of employees of different category should be developed according to work and roles played. For example, the process of manufacturing should be developed and performance of employees should be according to development of products. If the product satisfy the needs of customers than the employees is performing efficiently. In the similar manner, the performance of employees of sales department can be analyzed by measuring the sales of new product. In the process benchmarking the services and products delivered by employees to customers is analyzed. On the basis of the certain criteria, the performance of employees and process within the organization can be managed (Mohamed, 2014).
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