Documente Academic
Documente Profesional
Documente Cultură
Assignment
Submitted by:-
SUBHADEEP SENGUPTA
PGDM-SAP
ERP ID- 0181PGM051
Submitted to:-
Prof. Rajeev Ranjan
Asst. Professor Doon Business School
TABLE OF CONTENTS
INTRODUCTION:- ................................................................................................................................. 2
TOOLS & TECHNIQUES:- .................................................................................................................... 7
ISO 9000 (QMS, EMS, OHSAS):- ...................................................................................................... 7
BPR (Business Process Re-Engineering):- ......................................................................................... 9
SIX SIGMA (6Ϭ):- ............................................................................................................................. 10
TQM FRAMEWORK:- ..................................................................................................................... 11
7 QC TOOLS:- ................................................................................................................................... 11
BENCHMARKING:- ......................................................................................................................... 11
FMEA:- ............................................................................................................................................... 12
QFD (VOICE OF CUSTOMER):- ................................................................................................... 13
LEAN MANUFACTURING:- .......................................................................................................... 14
KANO MODEL:- ............................................................................................................................... 15
GAPS IN IMPLEMENTATION OF TQM:- ....................................................................................... 17
TQM FRAMEWORK:- ......................................................................................................................... 18
CONCLUSION:- .................................................................................................................................... 27
ACKNOWLEDGEMENT
The project of this nature is arduous task stretching over a period of time, completing a project
like this one takes effort and cooperation of many people.
Although this project report is being brought under me, it bears and imprints of guidance and
cooperation of many individuals. Several individuals with whom I have integrated have
contributed significantly to the successful completion of the project study. In the successful &
trouble-free completion of my final term project titled “IMPLEMENTATION OF TQM IN E-
COMMERCE INDUSTRY”, I am graceful to Doon Business School, Dehradun for helping us
towards the completion of the project. I would also like to thank all the executives who shared
their precious time and experience with us. Also, I must pay my deep regards to my College
Coordinator for the same MR. RAJEEV RANJAN for giving us an opportunity to put my
project report in black and white with minimal effort. It wouldn’t have been possible without
his continuous and determined effort at every juncture whenever needed. We are highly
indebted to you for your unconditional and esteemed support.
INTRODUCTION:-
Total Quality Management is a management approach that originated in the 1950s and has
steadily become more popular since the early 1980s. Total Quality is a description of the culture,
attitude and organization of a company that strives to provide customers with products and
services that satisfy their needs. The culture requires quality in all aspects of the company’s
operations, with processes being done right the first time and defects and waste eradicated from
operations.
Total Quality Management, TQM, is a method by which management and employees can become
involved in the continuous improvement of the production of goods and services. It is a
combination of quality and management tools aimed at increasing business and reducing losses
due to wasteful practices.
TQM Defined
TQM is a management philosophy that seeks to integrate all organizational functions (marketing,
finance, design, engineering, and production, customer service, etc.) to focus on meeting
customer needs and organizational objectives.
TQM views an organization as a collection of processes. It maintains that organizations must
strive to continuously improve these processes by incorporating the knowledge and experiences
of workers. The simple objective of TQM is “Do the right things, right the first time, every time.”
TQM is infinitely variable and adaptable. Although originally applied to manufacturing
operations, and for a number of years only used in that area, TQM is now becoming recognized
as a generic management tool, just as applicable in service and public sector organizations. There
are a number of evolutionary strands, with different sectors creating their own versions from the
common ancestor. TQM is the foundation for activities, which include:
Commitment by senior management and all employees
Meeting customer requirements
Reducing development cycle times
Just in time/demand flow manufacturing
Improvement teams
Reducing product and service costs
Systems to facilitate improvement
Line management ownership
Employee involvement and empowerment
Recognition and celebration
Challenging quantified goals and benchmarking
Focus on processes / improvement plans
Specific incorporation in strategic planning
Principles of TQM
The key principles of TQM are as following:
Management Commitment
Plan (drive, direct)
Do (deploy, support, participate)
Check (review)
Act (recognize, communicate, revise)
Employee Empowerment
Training
SPC (statistical process control)
DOE, FMEA
However, a certain level of stress is probably desirable to initiate TQM. People need to feel a
need for a change. Kanter (1983) addresses this phenomenon be describing building blocks which
are present in effective organizational change. These forces include departures from tradition, a
crisis or galvanizing event, strategic decisions, individual “prime movers,” and action vehicles.
Departures from tradition are activities, usually at lower levels of the organization, which occur
when entrepreneurs move outside the normal ways of operating to solve a problem. A crisis, if it
is not too disabling, can also help create a sense of urgency which can mobilize people to act. In
the case of TQM, this may be a funding cut or threat, or demands from consumers or other
stakeholders for improved quality of service. After a crisis, a leader may intervene strategically
by articulating a new vision of the future to help the organization deal with it. A plan to implement
TQM may be such a strategic decision. Such a leader may then become a prime mover, who takes
charge in championing the new idea and showing others how it will help them get where they
want to go. Finally, action vehicles are needed and mechanisms or structures to enable the change
to occur and become institutionalized.
To communicate the change, mechanisms beyond existing processes will need to be developed.
Special all-staff meetings attended by executives, sometimes designed as input or dialog sessions,
may be used to kick off the process, and TQM newsletters may be an effective ongoing
communication tool to keep employees aware of activities and accomplishments.
Management of resources for the change effort is important with TQM because outside
consultants will almost always be required. Choose consultants based on their prior relevant
experience and their commitment to adapting the process to fit unique organizational needs.
While consultants will be invaluable with initial training of staff and TQM system design,
employees (management and others) should be actively involved in TQM implementation,
perhaps after receiving training in change management which they can then pass on to other
employees. A collaborative relationship with consultants and clear role definitions and
specification of activities must be established.
In summary, first assess preconditions and the current state of the organization to make sure the
need for change is clear and that TQM is an appropriate strategy. Leadership styles and
organizational culture must be congruent with TQM. If they are not, this should be worked on or
TQM implementation should be avoided or delayed until favorable conditions exist.
BPR seeks to help companies radically restructure their organizations by focusing on the ground-
up design of their business processes. According to early BPR proponent Thomas H. Davenport
(1990), a business process is a set of logically related tasks performed to achieve a defined
business outcome. Re-engineering emphasized a holistic focus on business objectives and how
processes related to them, encouraging full-scale recreation of processes rather than iterative
optimization of sub-processes.
Business process reengineering is also known as business process redesign, business
transformation, or business process change management.
7 QC TOOLS:-
The seven basic tools of quality is a designation given to a fixed set of graphical techniques
identified as being most helpful in troubleshooting issues related to quality. They are called basic
because they are suitable for people with little formal training in statistics and because they can
be used to solve the vast majority of quality-related issues.
The seven tools are:
Check sheet
Control chart
Stratification (alternately, flow chart or run chart)
Pareto chart
Histogram
Cause-and-effect diagram (also known as the "fishbone" or Ishikawa diagram)
Scatter diagram
BENCHMARKING:-
Benchmarking is the practice of comparing business processes and performance metrics to
industry bests and best practices from other companies. Dimensions typically measured are
quality, time and cost.
Benchmarking is used to measure performance using a specific indicator (cost per unit of
measure, productivity per unit of measure, cycle time of x per unit of measure or defects per unit
of measure) resulting in a metric of performance that is then compared to others.
Also referred to as "best practice benchmarking" or "process benchmarking", this process is used
in management in which organizations evaluate various aspects of their processes in relation to
best-practice companies' processes, usually within a peer group defined for the purposes of
comparison. This then allows organizations to develop plans on how to make improvements or
adapt specific best practices, usually with the aim of increasing some aspect of performance.
Benchmarking may be a one-off event, but is often treated as a continuous process in which
organizations continually seek to improve their practices.
In project management benchmarking can also support the selection, planning and delivery of
projects.
In the process of best practice benchmarking, management identifies the best firms in their
industry, or in another industry where similar processes exist, and compares the results and
processes of those studied (the "targets") to one's own results and processes. In this way, they
learn how well the targets perform and, more importantly, the business processes that explain
why these firms are successful.
There is no single benchmarking process that has been universally adopted. The wide appeal and
acceptance of benchmarking has led to the emergence of benchmarking methodologies. One
seminal book is Boxwell's Benchmarking for Competitive Advantage (1994).[6] The first book
on benchmarking, written and published by Kaiser Associates, is a practical guide and offers a
seven-step approach. Robert Camp (who wrote one of the earliest books on benchmarking in
1989)[8] developed a 12-stage approach to benchmarking.
The 12 stage methodology consists of:
Select subject
Define the process
Identify potential partners
Identify data sources
Collect data and select all partners
Determine the gap
Establish process differences
Target future performance
Communicate
Adjust goal
Implement
Review and recalibrate
FMEA:-
The FMEA is a design tool used to systematically analyze postulated component failures and
identify the resultant effects on system operations. The analysis is sometimes characterized as
consisting of two sub-analyses, the first being the failure modes and effects analysis (FMEA),
and the second, the criticality analysis (CA). Successful development of an FMEA requires that
the analyst include all significant failure modes for each contributing element or part in the
system. FMEAs can be performed at the system, subsystem, assembly, subassembly or part level.
The FMECA should be a living document during development of a hardware design. It should
be scheduled and completed concurrently with the design. If completed in a timely manner, the
FMECA can help guide design decisions. The usefulness of the FMECA as a design tool and in
the decision-making process is dependent on the effectiveness and timeliness with which design
problems are identified. Timeliness is probably the most important consideration. In the extreme
case, the FMECA would be of little value to the design decision process if the analysis is
performed after the hardware is built. While the FMECA identifies all part failure modes, its
primary benefit is the early identification of all critical and catastrophic subsystem or system
failure modes so they can be eliminated or minimized through design modification at the earliest
point in the development effort; therefore, the FMECA should be performed at the system level
as soon as preliminary design information is available and extended to the lower levels as the
detail design progresses.
FMEA is calculated through Risk Priority No. (RPN). RPN is calculated through three
components,
Frequency of occurrence. (F)
Severity. (I)
Detectability. (D)
RPN= F x I x D
LEAN MANUFACTURING:-
Lean manufacturing or lean production is a systematic method originating in the Japanese
manufacturing industry for the minimization of waste within a manufacturing system without
sacrificing productivity, which can cause problems. Lean also takes into account waste created
through overburden and unevenness in workloads. Working from the perspective of the client
who consumes a product or service, "value" is any action or process that a customer would be
willing to pay for.[citation needed]
Lean manufacturing attempts to make obvious what adds value, through reducing everything else
(because it is not adding value). This management philosophy is derived mostly from the Toyota
Production System (TPS) and identified as "lean" only in the 1990s, TPS is renowned for its
focus on reduction of the original Toyota seven wastes to improve overall customer value, but
there are varying perspectives on how this is best achieved. The steady growth of Toyota, from
a small company to the world's largest automaker, has focused attention on how it has achieved
this success.
For many, lean is the set of "tools" that assist in the identification and steady elimination of waste.
As waste is eliminated quality improves while production time and cost are reduced. A non
exhaustive list of such tools would include: SMED, value stream mapping, Five S, Kanban (pull
systems), poka-yoke (error-proofing), total productive maintenance, elimination of time
batching, mixed model processing, rank order clustering, single point scheduling, redesigning
working cells, multi-process handling and control charts (for checking mura).
There is a second approach to lean manufacturing, which is promoted by Toyota, called The
Toyota Way, in which the focus is upon improving the "flow" or smoothness of work, thereby
steadily eliminating mura ("unevenness") through the system and not upon 'waste reduction' per
se. Techniques to improve flow include production leveling, "pull" production (by means of
kanban) and the Heijunka box. This is a fundamentally different approach from most
improvement methodologies, and requires considerably more persistence than basic application
of the tools, which may partially account for its lack of popularity.
The difference between these two approaches is not the goal itself, but rather the prime approach
to achieving it. The implementation of smooth flow exposes quality problems that already
existed, and thus waste reduction naturally happens as a consequence. The advantage claimed for
this approach is that it naturally takes a system-wide perspective, whereas a waste focus
sometimes wrongly assumes this perspective.
Both lean and TPS can be seen as a loosely connected set of potentially competing principles
whose goal is cost reduction by the elimination of waste.[6][not in citation given] These
principles include: pull processing, perfect first-time quality, waste minimization, continuous
improvement, flexibility, building and maintaining a long term relationship with suppliers,
autonomation, load leveling and production flow and visual control. The disconnected nature of
some of these principles perhaps springs from the fact that the TPS has grown pragmatically
since 1948 as it responded to the problems it saw within its own production facilities. Thus what
one sees today is the result of a 'need' driven learning to improve where each step has built on
previous ideas and not something based upon a theoretical framework
KANO MODEL:-
The Kano model is a theory for product development and customer satisfaction developed in the
1980s by Professor Noriaki Kano.
It's commonly believed that customers don’t really know what they want; they have to be told.
The truth is customers do know what they want, but they may not be proficient at describing their
needs. By understanding the three types of customer needs and how to reveal them, you’ll better
know your customers' true needs and how to address them.
The Kano model is useful in gaining a thorough understanding of a customer’s needs. You can
translate and transform the resulting verbatims using the voice of the customer table that,
subsequently, becomes an excellent input as the whats in a quality function deployment (QFD)
House of Quality.
The model involves two dimensions:
Achievement (the horizontal axis), which goes from the supplier didn’t do it at all to the supplier
did it very well.
Satisfaction (the vertical axis), which goes from total dissatisfaction with the product or service
to total satisfaction with the product or service.
Dr. Noriaki Kano isolated and identified three levels of customer expectations: that is, what it
takes to positively impact customer satisfaction. The figure below portrays the three levels of
need: expected, normal, and exciting.
EXPECTED NEEDS
Fully satisfying the customer at this level simply gets a supplier into the market. The entry level
expectations are the must level qualities, properties, or attributes.
These expectations are also known as the dissatisfiers because by themselves they cannot fully
satisfy a customer. However, failure to provide these basic expectations will cause
dissatisfaction.
Examples include attributes relative to safety, latest generation automotive components such as
a self-starter, and the use of all new parts if a product is offered for sale as previously unused or
new. The musts include customer assumptions, expected qualities, expected functions, and other
unspoken expectations.
NORMAL NEEDS
These are the qualities, attributes, and characteristics that keep a supplier in the market. These
next higher level expectations are known as the wants or the satisfiers because they are the ones
that customers will specify as though from a list. They can either satisfy or dissatisfy the customer
depending on their presence or absence.
EXCITING NEEDS
These are features and properties that make a supplier a leader in the market. The highest level
of customer expectations, as described by Kano, is termed the wow level qualities, properties, or
attributes.
These expectations are also known as the delighters or exciters because they go well beyond
anything the customer might imagine and ask for. Their absence does nothing to hurt a possible
sale, but their presence improves the likelihood of purchase.
Wows not only excite customers to make on-the-spot purchases but make them return for future
purchases. These are unspoken ways of delighting the customer. Examples include heads-up
display in a front windshield, forward- and rear-facing radars, and a 100,000 mile warranty.
Over time, as demonstrated by the arrow going from top left to bottom right in the Kano model,
wows become wants become musts. For example, automobile self-starters and automatic
transmissions.
The organization that gets ahead and stays ahead constantly pulses its customers to identify the
next wows. The best wows, plenty of wants, and all the musts are what it takes to become and
remain an industry leader.
An example of a typical Kano model is given below. The Kano model below shows the Home
buyer’s needs. The model describes what the product developed shuld be in order to be a hit
among the consumers.
GAPS IN IMPLEMENTATION OF TQM:-
E-commerce has seen a boom in the recent years. The e-commerce industry is one of the leading
industries in terms of revenue and employment generation. Earlier it was thought that only lower
price and web design were the driving forces in the e-commerce industry but soon quality became
a major driving force. This happened as customers became more quality conscious. This is even
more true in areas where the standard of living and disposable income is high. But still
implementation of TQM has not taken place in the e-commerce industry as it should have taken
place for maximum utilization of the process and maximum quality achievement. The following
factors are responsible for the gap in implementation of TQM in e-commerce industry.
Top management support- The top management in e-commerce companies are still not
confident of TQM practices and they are reluctant to change their way of operations by
implementing TQM.
Cost of implementation of TQM- The cost which will occur due to implementation of TQM
in the initial years will be more. This is one reason the e-commerce companies are not ready
to take the risk by implementing TQM in workplace.
Variation in model- The e-commerce model differs for different companies depending on
the customer needs and the values provided by the company. So, for each and every company
in the e-commerce industry we will need a different TQM model.
Change can harm customer base- In TQM we need to change continuously in order to
achieve full quality improvement. Changing continuously with technology can result in
customers finding the website complex which can lead to loss of customers.
No result in past- Some e-commerce companies have tried TQM in the past but they did not
get the expected results. This discouraged others in the industry to try TQM tools and
techniques.
TQM FRAMEWORK:-
One of the greatest challenges confronting organizations recently is fierce competition, and the
continuous increase in customer expectation. Customers are day by day becoming more critical
towards the quality of service they experience (Albrecht & Zemke, 1985; Kandampully, 1998).
Now the criterion for long term sustainability and success of any business is subsequently
determined by an organization’s ability to develop, maintain, and continuously improve
customers’ loyalty: to fulfill customers’ present needs, to forecast prospective needs, and to
upgrade the ongoing relationship. The organization’s motives to transform into EC can broadly
be identified as improving efficiency and effectiveness, and ultimately gaining superior
competitiveness. These competitive advantages include improving supply chain coordination,
differentiating service offer, improving customer service, and entering new markets.
Quality Practice in EC
There is high component of self-service (customer uses the web-site) and even in
case of manufactured goods, the service component of the total offering is
increasing.
Trust, Security, and Privacy play a very distinctive role in internet based purchase
As such, there is a need to identify the EC quality dimensions and recommend how the
company can improve these quality dimensions by integrating quality principles. Identification
of the EC quality dimensions and integration of quality principles in EC context is a new and
important area to investigate.
Quick interaction
Security control and trust
Open disposal of information & privacy
Self-service shopping
Online environment
Robust service speed
Extended functionality beyond an organization’s boundary
Website content and accessibility
24 hours availability
Contracting and risk assessment
Involvement of top management
Complexity
Huge quantity of non transactional customers
Transactions from physical to virtual
Customer satisfaction
Ordering and delivery
Efficiency
Interactivity
Substantial comparisons with competitors
Diversity in system users
Centralized warehouse management
Security in payment automation
Integration of information technology
Although the basic principles of service quality are universally and equally valuable
to both traditional and online business, academic research into web based service quality has
started being addressed only recently. This study attempts to identify various quality
dimensions in EC from the literature and set a mechanism to implement quality principles in
EC to improve those dimensions. The importance of improving e-service quality is now well
recognized among managers of e-services (Johnson and Wang, 2002). There are a number of
online rating companies, such as Bizrate, Rating wonders, Web watchdog, Gomez advisors,
Consumer reports online, etc. These rating companies evaluate the performance of an e-
business based on abstract, perceptual e-service quality dimensions. Several dimensions
including customers’ perception of convenience, product and service quality, process
information, documentation and quality practice, site design, financial security of internet
stores, privacy, and trust are found influential to customer satisfaction with online shopping
(Liang and Huang, 1998; Szymanski and Hise, 2000; Gefen et al., 2003; Vatanasombut et al.,
2004). Inevitably, upgrading the performance of those associated factors can potentially attract
and retain more customers and increase the effectiveness of EC. Based on the review of
relevant literature (e.g., Chou, 2001; Molla, 2001; Balasubramanian et al., 2003; Geoffrion et
al., 2003; Wang, 2003; Yang, 2003; Field et al., 2004; Ohl et al., 2004; Prybutok et al., 2004;
Schoder et al., 2004; Chiu et al., 2005; Parasuraman et al., 2005) and reports of quality rating
companies, a number of major quality dimensions of EC are identified which require quality
practice to improve continuously. This research has categorized these quality dimensions into
the following six customer-interaction domains relevant to EC.
1. Website Operation – It includes user-friendly technology, efficient ordering system,
up-to- date information delivery, and improved website. Customer feedback is
essential for website operation. Only a high quality website operation can attract and
retain customers. Quality management practice is the vital issue to improve website
operation continuously.
3. Process Operation – High quality process operation is the emerging issue of quality
management practice. Sub items covered in this segment are: efficient supply chain
and centralized warehouse management, continuous innovation, efficient operation,
cost management, and secured electronic payment. All these factors are internal
management oriented, but the pivotal beneficiary group is the customer. Through the
successful operation of this segment, one company tends to reduce the gap between
customer expectation and perceived quality.
4. Policy – Since EC transactions are completely virtual, the policy of a company plays a
key function for customer satisfaction. It mainly includes return policy, external and
internal environment, and legal service. To stay in the global market as a leader,
continuous, up-to- date, and customized improvements of policy are important to attract
new customers and to support the competitiveness of the system.
Quality principles emphasize customer orientation, that is, through all levels of
employees’ participation and teamwork, they preach continuous improvement to fulfill
customer needs and expectations (Bertram, 1991; Ross, 1993; McAdam & Mckeown, 1999).
The quality management practice includes a toolbox for efficient and effective quality (process
and product): control, assurance, improvement (continuous) and innovation for process,
products, and services. According to EC quality dimension model as presented in Figure 3, to
gain continuous improvement in customer aspects, the major six customer-interaction
domains of EC, Website Operation, Fulfillment
/Responsiveness, Process Operation, Policy, Credibility, and Customer Service, need effective
quality practice in a cyclic manner to ride on seamless competition. Various principles of
quality management practice should cover all of the above six aspects referred as EC customer-
interaction domains. Such integration should be characterized by customer focus, long term
commitment, continuous innovation, scientific approach, education and training, and
responsibility to society with the involvement of empowered employee and addition of values
in all stages to gain most competitiveness. Each web business should detect its unique essence
in terms of processes, payments, products and services, and seamless needs of customers. Chou
(2001) emphasized that EC needs to develop a scientific approach and provide a long term
commitment to implement the quality management practice. Kurtus (2000), for example,
pointed out that EC should follow TQM management philosophies and use ISO 9000 standards
to enhance their chances of success.
The quality principles emphasize satisfying customers and giving them value for the
money paid. Often that value goes beyond simply delivering a product or service. It should
include special services. An important aspect of customer satisfaction is finding out what the
customer really wants and expects. The basic objective and success story of EC lies on the
assurance of this question.
Customer Service: The other major area of EC where quality management practice
might play an important role is customer service which includes improved pre-sale, sale, and
post-sale services, effective responsiveness, and assurance. Direct application of the Plan-Do-
Check-Act cycle can benefit customer service. Actually, two way transmittal of quality and
other information (Management to and from Customer) through the Plan-Do-Check-Act cycle
will detect defectiveness or deficiencies, scheduling, planning, and quality related other issues.
This is primarily a fact-finding exercise that requires analysis of data on products and services,
process, and customers. Quality practices can fix the customer problem to identifying causes
and eliminating the potential recurrence. Adopting quality management in EC enhances
product, service, and process quality which consequently increase the demand for information
on customers, products, and processes. It also makes it inevitable to transfer information
horizontally across departmental boundaries and forward and backward in the operation chain
to suppliers and customers. This information is a critical component of the Plan-Do-Check-
Act cycle advocated by Deming (1986). Using quality principles, continuous analysis of
customer requirements and satisfaction indicators become an essential component of the
decision making of customer service.
DEMING CYCLE:-
The Deming cycle can be used in Flipkart for continuous improvement in work. This is called the
PDCA cycle. A conceptual framework has been shown below.
DEMING CYCLE
Plan: define the quality issues which measures the extent of customers' requirements and then
uses them in the planning for the design of website contents and provides services that meet
the customers' need.
Do: develop and test possible solutions with high quality which is determined in the planning
stage.
Check: measure the effectiveness of the solutions through customers' responses acts to ensure
perfect implementation of the possible solutions.
Act: Analyze the customers' satisfaction and then send the results to the planning phase for
review. Therefore, it is applied Deming Cycle.
CONCLUSION:-
The TQM tools which we have discussed in the above report has to be implemented very carefully. As
mentioned in the report some e-commerce companies used TQM but failed to gain from the process.
TQM should be implemented with utmost care and according to the business model the company is
following. For Flipkart it will be different and for Amazon it will be different. Flipkart should not compare
and copy TQM model with Amazon as it was the mistake which other companies made in the past. With
proper implementation and utmost care and control Flipkart can gain a lot from TQM in terms of quality
and customer satisfaction.