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Case Study - Total Quality Management

The document is a case study submitted by a student to their professor regarding the Total Quality Management course. It analyzes Gold Coast Advertising, which was experiencing declining sales due to prioritizing speed and price over quality. The case study recommends that Gold Coast ask customers to define quality, as understanding customer needs is important for increasing sales and retaining clients. Surveys and feedback could help identify key quality dimensions and adjust services accordingly. A questionnaire is proposed to collect client perspectives on quality.

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Samira Anjum
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100 views3 pages

Case Study - Total Quality Management

The document is a case study submitted by a student to their professor regarding the Total Quality Management course. It analyzes Gold Coast Advertising, which was experiencing declining sales due to prioritizing speed and price over quality. The case study recommends that Gold Coast ask customers to define quality, as understanding customer needs is important for increasing sales and retaining clients. Surveys and feedback could help identify key quality dimensions and adjust services accordingly. A questionnaire is proposed to collect client perspectives on quality.

Uploaded by

Samira Anjum
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Case Study

Department of Business Administration


Course Code: MGT 805
Course Title: Total Quality Management

SUBMITTED BY
Name: Samira Anjum Shorna
Roll Number: 3889
Registration Number: WUB 01/18/57/3889
Batch: 57/A
Program: BBA
WUB email id: [email protected]
World University of Bangladesh

SUBMITTED TO

Dr. Selim Ahmed

Head of the Department


Department of Business Administration
World University of Bangladesh

Submission Date: 6th June, 2021.


The case indicates that the speed is critical in advertising development, and George believes
that price and speed are what his customers want. However, the point here is that he focuses
on both speed and price, with are usually not fit together. The main problem with Gold Cost
Advertising is because they measured their quality in terms of their prices and speed of
product development. Prioritizing the speed of product development and the price of the
products as the main elements of competition may have blinded the advertising agent to
forget considering the quality of products. Focusing entirely on price poses a risk of
forgetting to analyze customer feedback and adjust services and products to suit their needs.
Failure to change with changing customer needs is a possible explanation for the declining
sales in the advertising agency, yet the company continued to measure their quality in terms
of price and speed of product development, even if the developed products did not satisfy
customer needs.
The reason why Gold Coast should ask its clients to define quality is because meeting the
customer's definition of quality is likely to increase sales, retain the already acquired clients
and attract prospective clients. Customer needs on certain goods or services is likely to
change with time. Therefore, consulting customers on their definition of quality is likely to
point the companies in the right direction in terms of producing goods that meet customer
needs, and increase sales. Producing goods that fail to meet customer needs can be costly and
the company may end up incurring losses and losing clients to rival companies.
Gold Coast Advertising needs to implement a Plan-Do-Study-Act (PDSA) cycle into action.
Important customer-related quality dimensions could be determined through a number of
surveys offered to the company’s target market. If collecting customer feedback is George
Stein’s goal and evidently the key to adjusting their services, then they should do just that in
order to identify customer needs. Surveys could range from customer experience to general
market research or even employee engagement. In this case, an Advertising Media or
Message Effectiveness Survey could be conducted to analyze the response of consumers and
the level of awareness to the desired goal of the advertisement. Another potential option
besides an advertisement survey could be to offer a SERVQUAL. Similar to a survey, a
SERVQUAL is a multifaceted research questionnaire that would do a thorough job of
determining customer expectations as well as how the customers feel about the quality of
service. In requesting customers to take these, the company would receive honest opinions of
what standard they are believed to hold their customer service. Aside from customer
feedback, pursuing advice from other local businesses could be a great source of constructive
criticism as well. These suggestions would undoubtedly give Gold Coast Advertising a better
understanding of their customers, the company demands, and the competition.
The questionnaire to GCA's customers to assess their description of quality will contain both
multiple choice and open ended questions to allow both open and close ended responses. The
following will be the questions in the questionnaire to clients on quality.
a. Which of these three aspects of quality in a service or product matter the most to you?
1. price
2. reliability
3. serviceability
b. How would you describe quality of a service or product in a single sentence?
c. Which of two of these elements of quality can make you chose a product over its
competition?
1. aesthetic value
2. reliability
3. speed of product
d. In your opinion, how far has GCA satisfied you in terms of quality on a scale of 1-10
according to your definition of ideal quality?
e. I would choose a product because of its quality dimensions
1. strongly agree
2. agree
3. strongly disagree
4. disagree
5. neither agree nor disagree

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