Question 2
Applying TQM to an Organisation
After learning the TQM concepts and theories in Study Unit 1 to 4 in BUS363e, your group is eager to put them into practice. Select a real organisation (from the private or public sector, or any non-profit organisation) that any one of your team member has a close relationship with, for example, as a staff, supplier, business partner, or other close relationships, that possess good knowledge of its operations with a view to help to improve its management and processes. The organisation must be registered and operating in Singapore. Just being a customer, for example as a passenger usingthe SMRT train service, is not considered to have a close relationship with the organisation.
- Provide information on the organisation, for example, the registered name, office address and website address, if any, and explain the relationship you have or your team member has with the organisation. (3marks)
- Explain the key operations and products or services provided by this organisation. Identify the key external customers, suppliers and competitors of the organisation, where applicable. (5 marks)
Question 4
Quality Function Deployment (QFD) can be used to translate customer requirements into service design.
Select a service offered by the chosen organisation (Note: most companies provide products along with services, e.g. Apple offers iTunes services with iPhones and IBM sells maintenance services with its computers).
- Apply any three (3) of PZ&B’s service quality dimensions to identify one (1) customer requirement for each dimension. (6 marks)
- Apply Quality Function Deployment to translate the three (3) customer requirements identified in Question 4(a) into three (3) design elements. You must explain what you do in each step of QFD, including the choice of design elements and the various ratings. Then construct a House of Quality and provide a recommendation based on the final rankings of the design elements. (26 marks)
Guidelines:
- Your team may use any suitable computer software to draw/develop the House of Quality similar to Figure 7-11, page 193, Foster (2013). One way is to use MS Excel cells to construct the house and enter the ratings. Instead of using symbols (dots, triangle, etc.) for the technical & customer requirement relationship, you should use numbers in MS Excel so as to enable auto calculations of the weights and factors, and arrive at the ranking of the design elements.
- In adapting QFD for services, replace the term “Technical Requirements” with “Design Elements”.
Question 5
For the current or potential products/services provided by the organisation, execute a Kano Analysis to analyse one (1) product/service and to classify it into each category of:
Dissatisfiers/Basic Requirements.
Satisfiers/Variable Requirements.
Delighters/Latent Requirements.
Based on the service cited, describe how the delighter requirements will evolve over time.
(12 marks)