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Operations Management

Characteristics of quality:
Operations Management
Evaluate the utility and relevance of any one of the operations management topics to the
contemporary business environment.
you must demonstrate an understanding of the theoretical concepts and frameworks in the
chosen operations
management topic, this assignment requires a critical evaluation/ analysis of a topic “very

• Performance It includes the main attributes of the product. The features should conform to

customer’s expectations and needs.

• Aesthetics feel, smell, taste and appearance should be unique and customer oriented to
have a high market penetration since the competitors are also trying to follow
the same plan.

• Special

special features such as extended warranty, specific customer design including
specifications such as printing customers name on a t-shirt or the cup of

•Conformance How well the product conforms to design specifications. The product should
be of standard as per designer’s requirements and customers’ expectations.
The way a product is designed translates to good or poor quality.

• Reliability Consistency of performance. Customers expect that a product will meet their

needs. When the product is reliable, the customers will be loyal leading to
more production, new market entrance, and consequently a high market share
in the dynamic market environment

• Durability The useful life of the product. A durable product is a quality product.
Customers always seek for quality products as they seek to increase their
savings and reduce expenses. The customers always remain loyal to an
organization that assures them of quality products.

• Serviceability

After sale service is a form of quality assurance. Managers should ensure
proper tools are in place to handle customer’s complaints.

• Consistency Good quality products should always be present.
Quality management is not a one-time process and it’s influenced by many factors. It is
therefore through total quality management that quality is assured. Every person in the
organization has a role to play in bringing out all the needed quality features.
Masaaki (2015) also added that Quality is determined by design, conformance, ease of use,
and after sale services:

  1. Design quality:
    It refers to the decision by designers to either include or exclude attributes in a product.
    The design of the product is the starting point for product quality. The size, shape, and
    place of the issue is determined in the design phase. Quality is assured when the

designers seek customers view on products before designing. Another features in the
design phase are the costs incurred in the production, availability of machinery, the time
taken for design, safety. When the design phase is expertly handled, quality of the
product will be assured, the poor quality design can cause the company a lot in terms of
costs as well as image and market share. (Masaaki, 2015)

  1. How easy it is to use the product:
    Another feature of quality is the ease of use. The easier to use a product or service is, the
    higher the quality of the product. When designing the product, attention for the use of the
    product should be put in place. Consumers like products that are not complicated and time-
    consuming in terms of use. When there is no ease of use, an organisation will lose consumers,
    sales will decrease, will get return of goods, or even face legal problems as a result of injuries.
    Directions for use of the product, assembling, unpacking, maintaining, adjusting the product and
    what to do in case something goes wrong should be included. The easier to use a product is, the
    higher the quality of the product and the higher the chances of survival of the organisation in the
    modern market. (Masaaki, 2015)
  2. After-sale services
    Services that are offered to customers after the sale of the product are also determinants
    of product quality. Demonstration on the use of the technical products should be done by sales
    people or the technicians to avoid product failure or injuries. At times when a product fails, after-
    sale service is needed. The service can be in the form of repair of the product, replacement,
    recalling the product, adjustment or evaluation of service use. Consumers appreciate

organizations that are dedicated to offering after sales services. To have after sale service is a
good reputation of the company and it improves the image of the company. (Masaaki, 2015)
Hoyle and David (2007), argue that if a company wants to meet the current market
requirements, quality control managers have to benchmark themselves against competitors.
Apple Inc being the second largest telecommunications company would have to compare its
production strategies with Samsung Company. After benchmarking, the firm will need to come
up with unique ways that will differentiate its products with the competitor. The steps used in
benchmarking are:

  1. Identification of the process that need improvement: Going through the phases a
    product goes through to identify the loophole that needs fixing. It might be design, production, or
    sales process. (Hoyle and David, 2007)
  2. Match the need for improvement in the organization that is best at the process:
    Identify the organization that known for producing good results in the process that need to be
  3. Research the organization
    Gathering information the other organization uses for the process
  4. Analyse the information
    Assessment of the information is done to determine the most effective way to go about
    the improvement process
  5. Improve process
    Having come up with a strategy gap, assessment is made on how to go through the
    implementation of the new idea for quality improvement. To stand out in the market, expertise is
    needed so that the new idea brings out a unique form. Correct implementation leads to quality
    improvement and consequently better chances of outdoing the main competitors in the market.
    High quality gives an organization a competitive edge and ensures that it remains
    profitable in the current market. Other advantages of good quality are;
  6. Improvement in the company’s reputation in the market leading to high productivity.
  7. The liability costs are minimized since the company can pay its debts.
  8. Increase in customer loyalty and customer satisfaction that leads to increased sales
    and profitability. (Hoyle and David, 2007)
    The main contributors for the total quality management are the senior managers. In the
    operations department, quality control managers come up with strategic plans for quality,
    implement tools necessary for quality improvement, guide and motivate employees.
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