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6678 Systems Project And Quality Assessment Answers

Topic 4: Strategy and planning

Describe the role of planning in establishing a philosophy and policy around quality within an organisation, and designing for quality.

Answer:

Introduction

The “business world in the present times has become much more competitive than it was a few decades back” and in addition to this it is seen that “every year thousands of new business organizations enter the business world which has further enhanced the level of competition faced by the business organizations” who are already operational in the same field of business (Chakrabarti-Bell et al., 2014). It is a reflection of this particular fact “that it has become very important for the various business organizations” related to the different industries in the present times to not only follow the strategy of product differentiation but also of cost leadership (Chakrabarti-Bell et al., 2014). However, more important than that it is important for the “various business organizations of the contemporary to take into consideration the diverse needs as well as the requirements of the customers effective so as to design and make the products or the services as per the needs and the requirements of the customers” (Chan, He & Wang, 2012). Therefore, it is very important for the concerned business organization to have a target customer base in mind so that they can not only focus on the demographics of this particular customer base but also design their products as well as services as per the requirements of this customer base (Chan, He & Wang, 2012). In addition to these it has also become very important “for the various business organizations in the present times to follow the various quality parameters” given by the various governmental authorities (Wilson & Gilligan, 2012). This report will discuss about the market segmentation as well as the retail pathway for a particular bread product.

Product 

The product under consideration here is a particular kind of bread which is distinct from the other breads offered by the other business organizations in terms of the moistness, springiness as well as softness. Furthermore, the bread will be manufactured from a better quality of grain which is likely to further enhance the taste as well as quality of the bread under consideration here (Chan, He & Wang, 2012). Moreover, the bread under consideration here will be score very low on the cholesterol and therefore the people belonging to different age groups will be able to consume it. It “is significant to note that the business organization under consideration here” will offer different flavors of bread to the customers in a bid to have a much customer base for the product under consideration here (Armstrong et al., 2015). Therefore, it can be said that people from different age groups as well as different regions of the nation will be able to consume it. The business organization under consideration here has specifically designed the bread for consumption during breakfast however as the breads would be manufactured in different flavors as well as taking into consideration the different dietary requirements of the customers therefore it can be said that the targeted customer base can consume the bread not only during breakfast but at other times of the day as well as per their eating requirements and habits (Armstrong et al., 2015). It is “significant to note that the bakery industry is one of the most saturated industries of the world and it is generally seen that” there are many bakery companies operational within a very small area (Armstrong et al., 2015). Therefore, the business organization under consideration is also likely to face a high level of competition from the other bakery companies operational in the bakery industry (De Pelsmaeker et al., 2015). The product under consideration here will be a new one and therefore the business organization under consideration here will try to keep the price of the bread as low as possible while maintain a high quality standard (De Pelsmaeker et al., 2015). As already mention the business organization under consideration will try to follow the strategies of product differentiation as well as cost leadership in a bid to mitigate the high level of competition which it is likely to face in the business market (Chakrabarti-Bell et al., 2014). The “business organization under consideration here will also take the help of various kinds of effective promotional methods in a bid to reach out to larger number of customers from the different parts of the same region” (Wilson & Gilligan, 2012). It “is significant to note that the product under consideration here” will also try to take the help of the various effective strategies which have been successful in the context of the other business organizations.

Philosophy and Values

In the “present times it is generally seen that the various business organizations” especially the ones which are launching new products as well as services into the market are often confused as to whether they should focus on the concept of quality or quantity (Gellynck et al., 2009). However, “it is often seen that the most of the business organizations of the present times end up focusing on the concept of quantity” rather than focusing on the concept of quality and this factor significantly influences their future prospects in a significant manner (Gellynck et al., 2009). In the opinion of experts if a particular business organization focuses on the concept of quality rather than on the concept of quantity then it is more likely to earn the loyalty of the customers on the score of the better quality products as well as services which it is providing to the customers (Linnemann et al., 2006). This particular factor in turn will enable it to maintain a stable customer base that will in turn help it have stable revenue (Linnemann et al., 2006). Therefore, the focus of the concerned business organization regarding this particular product will be to focus on the concept of quality (Linnemann et al., 2006). In the opinion of many experts the primary expectation of the customers from a particular new product is that it will provide them quality service and that too at very affordable prices (Chan, He & Wang, 2012). The vision “of the business organization under consideration is to become the largest bakery organization of the nation of Australia”. The mission of the business organization, on the other hand, “is to provide the best quality services to the customers who take the help the products offered by the business organization under consideration here”.

Quality Attributes

In the “present times it is seen that the various business organizations take the help of the strategy of product differentiation in a bid to enhance the prospects of the products as well as the services offered by them to the customers” (Chan, He & Wang, 2012). Therefore, it is with this particular objective that the product under consideration here will provide some added benefits to the customers which the other products related to the other business organizations do not provide to the customers (De Pelsmaeker et al., 2015). Thus, with this view the bread has manufactured in such a way that it is more moist, springy as well as soft in comparison to the breads offered by the other business organizations. Furthermore, the bread will be very low on the cholesterol level taking into consideration the health requirements of the customers of the present times. The intrinsic qualities of the bread will be the above mentioned qualities which have already been enumerated. The extrinsic qualities of the bread under consideration here will be the strategy of cost leadership as well as the product differentiation which the concerned business organization will follow for the bread (De Pelsmaeker et al., 2015). Furthermore, the bread under consideration will score high on the credence section as the customers will be able to see the benefits of the consumption of this particular product within a very short time. The bread under consideration here will be manufactured “taking into consideration the various health factors as well as requirements of the customers”. Furthermore, the product will take the certification from the various quality measurement agencies. The product will also take into consideration the various legal parameters for the process of its manufacture.

Flow-sheet

The below given figure gives the “Flow sheet which describes the expected production process, identifying and explaining the expected critical control points and other key inspection points”-

Figure 1: Flow Sheet

Source: (Created by the Author)

The product will be called by the name of “Diggers Dough” and the method used for the manufacture of this particular product will be prepared through natural means. Furthermore, the product will not take the help of any artificial chemicals for its production. The packing material used for the packing of this particular bread will be a recyclable one and will be made up of paper (De Pelsmaeker et al., 2015). This will be done in response to the current trend seen among the various customers regarding the concept of ethical consumerism (Boys & Wilcock, 2014). One of the most important intrinsic qualities of the bread under consideration here will its softness in comparison to the other breads offered by the other business organizations. This particular attribute can easily be measured by comparison with the other products offered by other similar companies. The extrinsic quality of the product will be the method of cost leadership followed by the business organization for the marketing of the bread under consideration here (Boys & Wilcock, 2014). This particular factor can be measured by the comparison of the similar kinds of breads offered by the other business organizations with the bread offered by this particular business organization. It is “significant to note that these factors are likely to play a significant role for the future prospects of the product under consideration here” (Boys & Wilcock, 2014). In the “present times it is seen that various business organizations offer the same kind of products to the customers” and therefore these features outlined above will act as the distinguishing features of the product under consideration here and will help it succeed in the competitive bakery industry of the nation of Australia (Wilson & Gilligan, 2012). Furthermore, the use of effective quality control policies is likely to further enhance the “quality level of the product under consideration here”. Moreover, “the business organization under consideration here can also take the help of various kinds of ISO measurements” and others for the regulation of the quality of the product under consideration here (Wilson & Gilligan, 2012).

Conclusion

To conclude, “the business world in the present times has become much more competitive than it was a few years back and therefore the various business organizations had to take the help of various kinds of innovative as well as new strategies” in a bid to sustain themselves as well as the products offered by them to the customers. It is “a reflection of this particular fact that the various business organizations in the present times” offer the same kind of products to the customers with a little variance among them. Thus, it is generally seen that the “various business organizations in the present times often take the help of the method of cost leadership as well as product differentiation in a bid to mitigate the high level of competition” faced by the “products as well as the services offered by them to the customers”. Another important dilemma which the majority of the business organizations face in the present times is whether they should focus on the concept of quality or quantity. It is significant to note that most of the business organizations in the present times tend to focus on the concept of quantity “in a bid to enhance the amount of annual profit gained by them”. However, it “is significant to note that these business organizations fail to sustain themselves in the business world” for a very long time. Therefore, the “various business organizations in the present times” have started to focus on the concept of quality which will help them to not only earn the loyalty of the customers but also to sustain themselves in the business world for a long time.

References

Armero, E., & Collar, C. Z. . (1997). Texture properties of formulated wheat doughs Relationships with dough and bread technological quality. LebensmUntersForsch, 204(136). doi: https://doi-org.ezproxy.csu.edu.au/10.1007/s002170050050

Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction. Pearson Education.

Boys, K.A. & Wilcock, A.E. (2014). Improving integration of human resources into quality management system standards. International Journal of Quality & Reliability Management, 31(7), 738-750.

Chakrabarti-Bell, Sumana., Wang, Shuo., & Siddique, Kadambot H. M. (2014). Flour quality and disproportionation of bubbles in bread doughs. Food Research International, 64, 587-597. doi: 10.1016/j.foodres.2014.07.025

Chan, H. K., He, H., & Wang, W. Y. (2012). Green marketing and its impact on supply chain management in industrial markets. Industrial Marketing Management, 41(4), 557-562.

De Pelsmaeker, S., Gellynck, X., Delbaere, C., Declercq, N &Dewettinck, K (2015). Consumer-driven product development and improvement combined with sensory analysis: A case study for European filled chocolates. Food Quality and Preference, 41, 20-29.

Della Valle, Guy., Chiron, Hubert., Cicerelli, Lucio., Kansou, Kamal., Katina, Kati., Ndiaye, Amadou., Whitworth, Martin., &Poutanen, Kaisa. (2014). Basic knowledge models for the design of bread texture. Trends in Food Science & Technology, 36(1), 5-14. doi: 10.1016/j.tifs.2014.01.003

ElÍa, Monica. (2011). A Procedure for Sensory Evaluation of Bread: Protocol Developed by a Trained Panel. Journal of Sensory Studies, 26(4), 269-277. doi: 10.1111/j.1745-459X.2011.00342

Gellynck, X., Banterle, A., Kühne, B., Carraresi, L., & Stranieri, S. (2012). Market orientation and marketing management of traditional food producers in the EU. British Food Journal, 114(4), 481-499.

Gellynck, Xavier., Kühne, Bianka., Van Bockstaele, Filip., Van de Walle, Davy., &Dewettinck, Koen. (2009). Consumer perception of bread quality. Appetite, 53(1), 16-23. doi: 10.1016/j.appet.2009.04.002

Linnemann, A.R., Benner, M., Verkerk, R. & van Boekel, M.A.J.S. (2006). Consumer-driven food product development. Trends in Food Science and Technology, 17, 184-190.

Mudie, P., & Pirrie, A. (2012). Services marketing management. Routledge.

Saleh, A, A. and Brennan, C, S. (2012). Bread Wheat Quality: Some Physical, Chemical and Rheological Characteristics of Syrian and English Bread Wheat Samples, Foods, 1(1), 3-1

Sheth, J. N., & Sisodia, R. S. (2015). Does marketing need reform?: Fresh perspectives on the future. Routledge.

Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge.

Zimmerman, A., & Blythe, J. (2013). Business to business marketing management: A global perspective. Routledge.


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