Question

In your new role as quality manager of the high-tech unit of a large national company, you identify a
problem which is typified by the two internal memos shown below.
MEMO 1
From: Marketing Manager
To: Managing Director
Cc: Production Director
Works Manager
Date: 4th January 2020
We have recently carried out a customer survey to examine how well we are doing in the market.
Regarding our product range, the reactions were generally good, but the 750 W microwave oven is a
problem. Without exception everyone we interviewed said that its quality is not good enough and
could potentially be hazardous. Although it is not yet apparent, we will inevitably lose our market
share to our rivals if we do not swiftly address this issue. Also, we will not want our customers to
report these issues to the Ghana Standards Authority (GSA), as we are aware of the grave
implications, given they have emphasized the possibility of bodily harm using our product.
As a matter of urgency, therefore, will you please authorize a complete redesign of this product, and
the possibility to recall the product category?
MEMO 2
From: Works Manager
To: Production Manager
Cc: Managing Director
Marketing Manager
Date: 6th January 2020
This really is ridiculous! I have all the QC records for the past ten years on this product. How can
there be anything seriously wrong with the quality when we only get 0.1 per cent rejects at final
inspection and less than 0.01 per cent returns from customers?
REQUIRED
Using the case above, kindly answer the questions below. It is of utmost importance not to import
any ideas or presumptions other than those expressly stated in the case. While you answer these
questions, be conscious of the weight allocated to each question. Brevity is advised!

1. Identify the central problem in the Case.
[2 Marks]
2. Indicate why this is a quality management problem.
[2 Marks]
3. Offer a quality management theory to solve the problem.
[2 Marks]
4. Justification for the selection of the theory.
[4 marks]
5. How will the theory solve the problem?
[5Marks]
6. Discuss two (2) major quality “fitness” dimension(s) explored in the case?
[5 Marks]
7. Assuming your firm is certified to use the 1SO 9001:2015 standard, indicate how the auditable
clauses of in your organization’s Quality Manual can apply to your case study in a problem
resolution endeavour. [14 Marks]
8. Use a process map hinged on the 4-stage process cycle (PDCA) to resolve the firm’s quality
problem. [8 Marks]
9. Show how the firm should handle the nonconforming outputs according to ISO 9001:2015?
[6 Marks]
10. Based on selected clauses in the ISO 1SO 9001:2015 Standard, show how you will assess risk
and opportunities and establish interested parties of your organization, as depicted in the case study.
[12 Marks]

Answer 1

1. Central Problem in this case is quality issue in 750 W microwave oven as reported by the customers in a survey. They are happy with other range of products but have dissatisfaction about the particular product mentioned above.

2. It is a quality management issue as the main concern is quality of a product produced by the concerned company. even if works manager denies the fact claimed by marketing manager. The company cannot ignor the fact as long as a single customer reports about any flaw in product.

3. An appropriate quality management theory would be Crosby's theory. Crosby focused on quality management and improvement based on fourteen criteria.

4. This is theory is selected because, this theory tells to define quality as per standard norms focusing on zero defect performance standard. It advocates to form a quality improvement team and to create metrics for every activity for quality improvement. Besides training for the supervisors and employees, this theory suggests to keep issues logs, which will be checked by management and a zero defect committee that is needed to be formed. The next task of the company is to identify root causes of the errors and remove them after addressing quickly. Therefore, this theory can be appropriate to solve the problem facing by the company.

5. If the company applies Crosby's theory, it then first form a quality improement team and determines various metrics for each identified activity for quality improvement. The next task will be to determine cost of quality and how any improvement in the quality in compliances with the competitors product, can contribute to positive gains. Higher management needs to encourag employees to fix the defects pointed out by the customers and keeps a issues log for regular observation and feedback. In this way customer will fell that they are valued by the company. After identification of the error, even if it is very small, error should be removed from them. Regular survey, meeting regarding continuous improveent of product quality . This process may help the company to identify and solve the problem.