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  • The Case of Relaunching TQM

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    Robert Villarreal
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    India Tyres was experiencing falling sales and sought to implement TQM to increase market share and focus on customer satisfaction when launching into a new segment. TQM implementation faced difficulties including lack of faith from senior officials and pressure for short-term results. To relaunch TQM, the company shifted focus to short-term benefits, explained TQM's long and short-term impacts, and identified projects that could yield quick results. Initial implementation in four areas saw reduced defects and improved billing linked to customer satisfaction, generating immediate results in a few months.

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    The Case of Relaunching Tqm

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    India Tyres was experiencing falling sales and sought to implement TQM to increase market share and focus on customer satisfaction when launching into a new segment. TQM implementation faced difficulties including lack of faith from senior officials and pressure for short-term results. To relaunch TQM, the company shifted focus to short-term benefits, explained TQM's long and short-term impacts, and identified projects that could yield quick results. Initial implementation in four areas saw reduced defects and improved billing linked to customer satisfaction, generating immediate results in a few months.

    Copyright:

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    146 views7 pages

    The Case of Relaunching TQM

    Uploaded by

    Robert Villarreal
    India Tyres was experiencing falling sales and sought to implement TQM to increase market share and focus on customer satisfaction when launching into a new segment. TQM implementation faced difficulties including lack of faith from senior officials and pressure for short-term results. To relaunch TQM, the company shifted focus to short-term benefits, explained TQM's long and short-term impacts, and identified projects that could yield quick results. Initial implementation in four areas saw reduced defects and improved billing linked to customer satisfaction, generating immediate results in a few months.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 7

    THE CASE OF RELAUNCHING TQM

    By
    SUHAILE AKBAR (215111021) DINESH KUMAR B (215111029) SHIVA V S (215111039) DHANAPAL E (215111072) PRINCE E RICHARDS(215111086)

    INTRODUCTION
    India Tyres was started by Rastogi brothers in 1951. Rs 1305 crore business by 1998 Fall in sales in last 2years BK Chatterjee, CEO of India Tyres was summoned by Rastogi

    brothers to make necessary steps to improve results.


    CEO, decides to explore new segment by investing Rs 150

    crore in radial tyres manufacturing facility.

    OBJECTIVE
    To increase market share from 11% to 16 % by

    2002.
    Focus on satisfying customer need rather than cost

    reduction.
    Understanding the customer need would be critical

    to companys success in new segment.


    Thus, TQM implementation became a compulsion

    to achieve the objective.

    TQM IMPLEMENTATION
    4 stages of implementing TQM ( Garg)

    Stage I Formalizing Vision Statement


    Stage II Communicate companys Vision to employees Stage III Train them with basics of TQM

    Stage IV Implementation

    Difficulties Faced in TQM Implementation


    TQM pre ground work took 26 months Senior officials had less faith in implementing TQM The management urged for results rather than details. TQM is evolutionary rather than revolutionary. Fear of losing current market share.

    TQM Re-launch
    Focus shifted from long term benefits to short term

    benefits. 3 ways to make people believe company is in right track.


    Identifying key business drivers in new segment.
    Explaining what TQM is and isnt, defining its both long and

    short term benefits. Identification of projects that would yield results in short term

    RESULTS
    TQM implemented in 4 functional areas On time billing & Reducing Defects in

    line by 10% linked to customer satisfaction


    Immediate result in few months
    4 additional project identified

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