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Question 1: Identify a product (or service) and describe this product

with respect to the six different quality perspectives (transcendent,
product, value, user, manufacturing, and customer).
Answer: As I have worked in a company named Hoerbiger in USA as well as back in
INDIA so I will be choosing a its product as compressor valves
Transcendent: It has its transcendence in the design of spring crushing
technology, systematical analysis of chemical reaction, many dynamic study takes
place during each simulations, firstly the valve is tested in the Hoerbiger
compressors and Hoerbiger standard materials are used for making the valves
depending upon its application. All these qualities make the valve transcendent and
also increases its life.
Product: In this part the product quality depends on the various small parts
integrated together. If the product is derivated in small parts then the valve
tightness is critical, top-quality coating is provided on the valve to make it rust free
and increases its life, a good sealing property helps the valve to use it in critical
areas. Also a good care of the valve is taken while delivering the valve to the
customer with a good packing practices. Thus in all a good market research is done
in order to understand the customers need and as per those needs the product is
designed.
Value: Hoerbiger valves makes a best value of the money as it has compact design,
leakage free design, high degree of standardization, corrosion resistant material is
used, using advance materials to add value to the product, good design of the valve
limits the gases released during transportation, extraction etc., huge cultural
diversity helps for finding the solutions to the design problems and helps adding

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value to the product. Also Hoerbiger has many service centers around the globe for
adding value to their products. Hoerbiger maintains to complete a particular order
without extending the due dates.
User: As Hoerbiger valves have lots of varieties based on the application for
example CE valves, CX valves, CX valves etc. all valves are based on the application
and the surrounding in which they will be used. The way the valves are packed
together so that there is no damage to the valve during the transportation which
increases the life of the valve as well as the value. It also ensures that the valve are
in compliance with the environment. These valves provides an option for regulating
the flow at the user end.
Manufacturing: This part mainly deals with the conformance to the standard so
the Hoerbiger valves have such quality that the method and the final output of the
valve is kept standard anywhere around the globe and the same quality is
maintained. These valves have same standards maintained all over the globe for
example if the tolerance for the material is plus minus 0.05 then the value is made
sure that it lies within the limit.
Customer: In Hoerbiger customers are considered as the fundamental for its
progress. The company pays a high attention to the customer needs and provides
services to the customer. It has its own Quick Response Cell (QRC) so that if at all
there is any high demand the QRC plays a vital role in meeting the orders within the
due dates to satisfy the customers.
The concept and vocabulary of quality is elusive. Different people interpret quality differently. Few
can define quality in measurable terms that can be operationalized. When asked what
differentiate their product or service, the banker will answer service, health care worker will
answer quality health care, the hotel restaurant employee will answer customer satisfaction,
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and the manufacturer will simply answer quality product. When pressed to provide a specific
definition and measurement, few can do so.
There is an old maxim in management that says, If you cant measure it, you cant manage it,
and so it is with quality. If strategic management systems and the competitive advantage are to
be based on quality, every member of the organization should be clear about this concept,
definition, and measurement as it applies to his or her job.
Harvard professor David Garvin, in his book Managing Quality, summarized five principal
approaches to defining quality: transcendent, product based, user based, manufacturing based,
and value based. Lets discuss each one of them:
1. Transcendental View of Quality: Those who hold transcendental view would say, I cant
define it, but I know when I see it.
Advertisers are fond of promoting products in these terms. Where shoping is a pleasure
(supermarket), We love to fly and it shows (airline), and It means beautiful eyes (cosmetics)
are example.
2. Product-Based View: Product based definitions are different. Quality is viewed as
quantifiable and measurable characteristics or attributes. For example durability or reliability can
be measured (e.g. mean time between failure, fit and finish), and the engineer can design to that
benchmark. Quality is determined objectively. Although this approach has many benefits, it has
limitations as well. Where quality is based on individual taste or preference, the benchmark for
measurement may be misleading.
3. User-Based View: User based definitions are based on the idea that quality is an individual
matter, and products that best satisfy their preferences (i.e. perceived quality) are those with the
highest quality. This is a rational approach but leads to two problems. First, consumer preferences
vary widely, and it is difficult to aggregate these preferences into products with wide appeal. This
leads to the choice between a niche strategy or a market aggregation approach which tries to
identify those product attributes that meet the needs of the largest number of consumers.
4. Manufacturing-Based View: Manufacturing-based definitions are concerned primarily with
engineering and manufacturing practices and use the universal definition of conformance to
requirements. Requirements, or specifications, are established design, and any deviation
implies a reduction in quality. The concept applies to services as well as products. Excellence in
quality is not necessarily in the eye of the beholder but rather in the standards set by the
organization.

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This approach has serious weaknesses. The consumers perception of quality is equated with
conformance and hence is internally focused. Emphasis on reliability in design and
manufacturing tends to address cost reduction as the objective, and cost reduction is perceived
in a limited wayinvest in design and manufacturing improvement until these incremental costs
equal the costs of non-quality such as rework or scrap.
5. Value-Based View: Value-based quality is defined in terms of costs and prices as well as a
number of other attributes. Thus, the consumers purchase decision is based on quality (however
it is defined) at the acceptable price.

Question 2: You are a manager of a manufacturing company who is

looking to increase the level of quality across your enterprise. In
your opinion, what are the 5 most important of Demings 14 Points
to successfully increase quality? Please list these 5 Points in order
of importance (to you) and justify this list.
Answer:
1. Create a constant purpose toward improvement:
This point encourages to plan for quality on a long term basis. It also helps to
prepare the management for future challenges and changes. This will create
a healthy atmosphere around my shop floor that all the employers will try to

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maintain a constant quality. This will also help my workers to stay

competitive and they will try to maintain the quality at its best.
2. Stop depending on inspections.
This principle will help me to make my operators more responsible and will
overall increase the quality of the end product. Also it will help me to cut
down my cost on waste material as the material wasted will be low. This will
also provoke the thinking of my operators to know that what corrective
action should be done to avoid the possible errors.
3. End the practice of awarding business on price tag alone.
I will maintain this rule strictly because my supplier will know what I need
and if I vary my suppliers that will impact my quality ultimately. So keeping
only one supplier will help me to maintain my quality at the initial stages and
thus the quality will be maintained till the end.

4. Institute modern methods of training on the job.

This rule will also be very helpful for my organization because this will help
me to maintain a good practice of quality among the shop floor. Due to
training provided to the operators they will be more productive and would be
able to maintain the quality.
5. Break down barriers between staff areas.

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This rule will also be very important to my organization because it will help
all my departments to work concurrently. This will ultimately be a team work
which will eventually go to a better quality assurance management.

Advance quality management|Akshay S. Darekar