Total Quality Management in Manufacturing Children's Garments

This article discusses the importance of Total Quality Management (TQM) in the manufacturing of children's garments. It explores the different quality dimensions such as performance, features, reliability, conformance, durability, serviceability, aesthetics, and perceived quality. The article also highlights the significance of TQM in ensuring customer satisfaction and competitive advantage.

Running head: TOTAL QUALITY MANAGEMENT
Total Quality Management
Name of the Student:
Name of the University:
Author Note:

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Table of Contents
Introduction:....................................................................................................................................1
Part One- Quality Management:......................................................................................................1
Answer 1- Definitions:................................................................................................................1
Answer 2- Quality dimensions:.......................................................................................................2
Performance:................................................................................................................................3
Features:.......................................................................................................................................3
Reliability:...................................................................................................................................4
Conformation:..............................................................................................................................5
Durability:....................................................................................................................................5
Serviceability:..............................................................................................................................6
Aesthetics:....................................................................................................................................7
Perceived quality:........................................................................................................................7
Answer 3- Data Collection and Information:..................................................................................7
a. Importance of data and information in contribution of success to ABC Garments Limited:. .7
b. Data and information collection policy:..................................................................................8
Answer 4- Format processes and review:........................................................................................9
a. Importance of formal processes and formal reviews:..............................................................9
Employee appraisal and training:................................................................................................9
Supplier management:...............................................................................................................10

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b. Creation of formal process and formal review policy which governs operations:................10
Employee performance review policies:...................................................................................10
Supplier performance review policies:......................................................................................10
Answer 5. Formal systems:............................................................................................................11
a. Relevance to the organisations aspirations for global business to quality standard
certification:...............................................................................................................................11
b. Relevance of TQM to the organisation’s business operations (efficiency and effectiveness):. 11
Part Two: Quality management tools:...........................................................................................12
Answer 6. Identification and application of TQM tools:...............................................................12
a. Selection of a situation:..............................................................................................................12
b. Selection of a second situation:.............................................................................................12
Conclusion:....................................................................................................................................13
References:....................................................................................................................................14

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Introduction:
Total quality management or TQM has emerged as a strategy which business
organisations can adopt in order to ensure customer satisfaction, profit generation and
competitive advantage in the market. Business organisations today in order in order to apply total
quality management hold preferences and expectations as quality parameters which they seek
into incorporate in the products to create value for the latter. The term quality is subjective and
differs from one customer to the next. Thus, the operations managers in business organisations
incorporate the quality expectations into certain grades. Superior quality products create higher
perception of value creation which ultimately earns business organisations high market positions.
The business organisations in order maintain high quality standards incorporate quality
management techniques like ISO 9001 and six sigma in their operations. The aim of the paper is
to prepare an operational plan to delve into the importance of application of total quality
management, ISO 9001 and six sigma in business organisations to customer satisfaction and
competitive advantage. The research would explore the three aspects namely, TQM, Six sigma
and ISIO 9001 against an arbitrary firm called ABC Garment Limited which manufactures
Ready to Wear or RTW garments for children aged between 0 and 12 years. The entire
assignment would be perceived and conducted from the point of view of an operations manager.
The operations manager would present before the board of directors of the company the
necessity to embrace the three concepts to take advantage of the growth in the Chinese garment
market.

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Part One- Quality Management:
Answer 1- Definitions:
According to Magnier, Schoormans and Mugge (2016) quality can be defined as the
attributes in products which are capable of satisfying the needs of the customers. The term
quality is more concentrated on meeting the needs of the customers. Business organisations
perceive the needs and expectations of customers as quality parameters. Chen et al.(2015) though
do not contradict the definition provided by the previous author, provide a broader base to the
concept. They define the term quality as the combination of attributes which causes value
creation of customers both in the short run and long run. Thus, in this respect it can be pointed
out that quality has two aspects, create value for customers for short run and as well as long run.
The short term value creation here refers to the power of products to meet the immediate needs
of the customers. For example, as far as ABC Garments Limited is concerned, the short term
benefit which the Ready to Wear garment products would fulfil would be, babies would be able
to wear the garments by the company. The superior quality of the fabric would keep the skin of
the babies wearing the dresses marketed by the company dry and free from scratches. The long
term benefit which the products of the company would seek to achieve would be, the dresses
would cause minimum damage to the environment upon disposal. Thus, in other words the
superior environment friendly quality of the fabric would reduce environmental pollution, thus
benefiting the society, which is one of the most important external stakeholder to the company.
Thus, it is clear from the discussion that quality is has two value creation attributes, the short
term benefit attribute and the long term benefit attributes (O’Neill, Sohal and Teng 2016).

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Answer 2- Quality dimensions:
The eight quality dimensions which ABC Garments Limited requires to fulfil while
manufacturing and marketing children’s garments are performance, features, reliability,
conformance, durability, serviceability, aesthetics and perceived quality. The following section
would delve into each of the dimension of quality and explain their application in the
manufacturing of garments for children:
Performance:
Cui, A.S. and Wu (2016) mention that performance is the most important operational
dimension which products have to satisfy. The performance is the objective parameter which
products have to meet. For example, the performance parameters which children’s garments
should fulfil are, they should be soft on the skin of the children wearing and protect them from
skin rashes. The dress materials should keep the skin of the children dry and absorb their sweat.
Chen et al. (2016) point out that the high performance of the products enables the products to
create value to the consumers, thus ensuring creation of high level of customers. This opinion of
the author can be exemplified by the fact that RTW would provide comfort and care to the skin
of children, thus creating value to them. This creation of value would enable the company to
generate high revenue and acquire loyal consumer base. The company can further obtain
feedback regarding present consumption experience and future expectations from the RTW
children’s apparel products. The management of ABC Garments Limited can bring about
improvements in the attributes in the garments it would produce in the future, thus creating more
values to the consumers. This continuous improvement in product quality to enhance products
performance in order to create more values for consumers can be pointed out to be the basis of

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total quality management (Pedersen, Gwozdz and Hvass 2018). Thus, it can be inferred from the
discussion that product performance is the quality dimension which products have to satisfy.
Features:
The second quality dimension which products have to satisfy is features which refer to
the attributes which enhance the first criteria namely, performance. Yu et al.(2019) mentions that
creation of features in the products which would lead to value creation for customers are one of
the unique selling proposition of products. The features in this respect can refer to the features
are attributes which makes the products capable of creating value for consumers. For example, as
far as the features of children’s garments products which ABC Garments Limited manufactures,
the attributes like soothing colours, comfortable fittings and easy wearable nature of the clothes
are features which create value for the children. In other words as per Kortmann and Piller
(2016), features enable strengthening of the first parameter namely, performance. It can be
pointed out in this regard that the company should aim to incorporate features like extra layer of
cotton in the dresses to make them softer on the skin of the children. Similarly, the clothes
should be available in bright which children find attractive and prefer to wear. Thus, in other
words incorporating appropriate features enable business organisations to create more value to
customers and generates more revenue.
Reliability:
Reliability refers to the quality dimension which involves functioning of products free of
defect which create value to customers. Martinsson and Olsson (2015) mention that the products
become reliable in the eyes of the consumers when they operate without defect and breakdown.
O'Reilly and Kumar (2016) mention in this respect that reliability is dependent largely on the
first two quality dimensions namely, performance and features. Cui, A.S. and Wu (2016) can be

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reiterated here to mention that products which meet high performance parameters create strong
perceptions about reliability of products. Yu et al.(2019) can be reiterated here to mention that
features which maximise comfort of consumers while using products enhance the perception of
reliability. It can be pointed out that in general products made from superior quality materials
and having features which enable them to meet the requirements of customers generally suffer of
lower chances of defects, thus are more reliable. As far as the children’s garments are concerned,
the performance aspect refers to the ability of the dresses to protect the skin of children from
dust, direct and bruises. Similarly, the features aspects of the children’s garments refer to
attributes like appropriate sizes and colours. Thus, it is evident that pieces of apparel capable of
serving these two criteria are more reliable. In other words, reliability is the integration of
performance and features.
Conformation:
The fourth quality parameter which products of companies have to satisfy is
conformation to the legislations and policies laid down government. For example, the Consumer
Guarantee Act in New Zealand empowers consumers to obtain high quality products at
appropriate prices. The law mentions that the consumers are legally entitled to obtain the exact
products they require. The Privacy Act of New Zealand legally mandates the companies
including ABC Garments Limited to preserve the data which they acquire from consumers and
use it only for their own business purposes (Consumerprotection.govt.nz. 2019). Thus, in this
respect it can be pointed that the company under study namely, ABC Garments Limited should
should ensure that the children’s garments which it produces meet the expectations of the
consumers in terms of fabric quality and texture. Thus, in short it can be pointed out that the
company in order to conform to the laws and legislations would be required to maintain high

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product quality and features to meet the requirements of the consumers as directed by the CGA.
This means that conformation actually promotes companies like ABC Garments Limited satisfy
the first two quality attributes.
Durability:
The fifth quality dimension which business organisations satisfy is durability which
means that consumers are able to consume products for longer span of time in appropriate
conditions. This is where companies require to integrate grade with quality. Minetola,
Iuliano and Marchiandi (2016) while differentiating between grades and quality point
out that quality refers to the capability of product to fulfil the needs of the consumers.
Grade on the other hand refers to the standard assigned to products by the virtue of
features like technical attributes. In fact, products having superior quality have different
grades owing to the features which have been incorporated into them. As far as ABC
Garments Limited is concerned, the company manufactures clothes targeting children. The
company would be required to maintain high quality in children’s products in terms of fabric
quality and textile. The company would be required to manufacture dresses of different types
like jackets and shirts. The jackets with hoods would be of superior grades compared to jackets
without hoods, though both the types of jackets would be same quality. It can also be pointed out
that the children would be able to wear the products of ABC Garments Limited owing to their
superior quality and varying grades which attribute them with durability.
Serviceability:
Serviceability is the competence of products to be repaired to restore their actual
efficiency levels. According to Choudhary, Sikka and Bansal (2018) mention that serviceability
of products enable companies to gain customer satisfaction and boost their perception about the

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quality of the products in question. Manning et al. (2017) strengthens the discussion put forward
by the pervious authors by mentioning the serviceability has a marketing perspective as well.
Customers usually consider products which are serviceable to be of higher quality compared to
products which cannot be serviced. It can again be pointed out in this respect that as the
differences between quality and grades are concerned, serviceability creates positive impact of
product quality perceptions. This is because servicing products enables the products to function
efficiently to meet the expectations of consumers. In other words serviceability boosts quality
perceptions. Grades on the contrary are generally inversely related to serviceability. This is
because products of higher grades have higher level of technical specifications which makes it
difficult to service them back to the optimum level. This means that quality is directly
proportional to serviceability while grades are generally inversely proportional. As far as ABC
Garments Limited is concerned, it can pointed out that apparel models with simpler makes like
shirt would be more serviceable compared to the ones with more complicated makes like jackets.
Aesthetics:
Aesthetics is the subjective aspect of quality which refers to the abstract advantages
which consumers gain on purchasing products. For example, the apparel models marketed by
ABC Garments have aesthetic features like colours and designs which make them attractive to
children.
Perceived quality:
Perceived quality refers to the perception which consumers develop about products. For
example, consumer perceive premium organic apparel products from companies like ABC
Garment Limited of superior quality compared to inorganic products of same nature.
Quality Dimensions How it applies to the manufacture of children’s garments

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Fitness for purpose The children can wear high quality garments which fits them and
keeps their skin soft and dry.
Compliance The garments made for children should comply with the quality
standards laid down by the government.
Value The children’s garments should create value which means customers
should perceive ABC Garment’s Limited’s children’s garments
superior to its competitor products.
Answer 3- Data Collection and Information:
a. Importance of data and information in contribution of success to ABC Garments
Limited:
Data and information hold immense importance in market success of ABC Garments
Limited. The company can gain information about the consumer preferences. The company can
gain information about consumer expectations and changing needs of consumers in terms of
children’s garments. The company can use this information in forming product strategy in the
future. The company can as a result market products which are more aligned to the needs of
consumers. This means that the company is able to market pridyucts which are more aligned to
the consumers’ needs. Thus, these products aligned with consumers’ needs would find higher
levels of acceptance in the market. This would automatically lead to higher margin of revenue
generation. The high demand for products which the company would enjoy would enable the
company to sell more products and require to hold less inventory. This means that by gaining
consumer data and by integrating the same with the product strategies would enable the company

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to enjoy higher liquidity in inventory management. Thirdly, by marketing products aligned with
consumers’ needs, ABC Garments Limited would be able to acquire large base of loyal
consumers. This loyal base of consumers would enable the company generate immense amount
repeat business. This consumer support would also enable the company generate higher market
position, the fourth advantage. Thus, it can be pointed out that obtaining consumer data and
integrating the same with the business decision would enable the company to derive four main
advantages. They are revenue generation, higher liquidity in inventory management, gaining of
loyal consumer base and repeat business and finally high market position.
b. Data and information collection policy:
The apex management of ABC Garment Limited should form a stringent data and
information policy. This means that the company should integrate the functions of all the
departments to ensure that the data and information is managed and used uniformly throughout
the length and breadth of the company. The company following are the main policies which the
employees of the company irrespective of departments follow while accessing to the data base of
the company:
1. The management of the company should form a central data and information policies protocol
which would applicable to all the employees. If the company employs any third party or
outsourced employee in its operation, the data management policies should apply to those
employees as well.
2. The management of the company should ensure that the employees have access to the data as
per their designations and job responsibilities. This means that employees of higher designations
would have access to more data compared to their subordinates.

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3. The managers should be able to see all the information visible and available to their respective
subordinates. The subordinates in order to accede more crucial business data like leads of main
customers would be required to gain approval of their managers. If the reporting manager is not
available, they must gain approval from their skip level managers. All approvals must be sought
in written format.
4. The employees should receive and send messages using only their official email ids and no
other form should be accepted.
5. The employees should only use the contact numbers registered with the company to make any
communication on the telephone. The company should have facilities in place to record the
conversation of the employees involved in the telephonic communication.
Answer 4- Format processes and review:
a. Importance of formal processes and formal reviews:
The formal processes and formal reviews have several important roles in the company.
Employee appraisal and training:
First of all, the management is able to measure the performances of the employees which
enables it to appraise them. The managers measure the performances of the employees as per a
predetermined framework defined by the company. Managers are able recognise the highly
performing employees as well as poorly performing employees. Thus, the managers are able to
reward the highly performing employees which motivates the other employees to perform better.
Similarly, the management is able to recognise the weak employees and arrange for training
them to boost their performances.

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Supplier management:
The management of the company should appraise the suppliers to measure their
performances. For example, the suppliers which supply lower quality materials on repeated basis
can be removed by the supply chain of ABC Garments Limited. Similarly, the company can
acquire new suppliers which would provide it with more superior quality of materials.
b. Creation of formal process and formal review policy which governs operations:
The formal policies to govern operations should be divided into two categories, employee
performance management policies and supplier management policies.
Employee performance review policies:
The employees should report their achievements of targets on daily basis. For example,
the sales employees of the company should report their sales target achieved on daily basis to
their managers. The managers should maintain a record of all the reporting to them. They should
recognise the employees performing well and employees performing poorly. They should
motivate the employees performing well to achieve higher targets. They should mentor
employees not achieving the targets to motivate them to achieve the target. The employee
performances data should be shared with the HR department of ABC Garments Limited on
annual basis which would form the basis of performance appraisals.
Supplier performance review policies:
The purchase manager and the management of ABC Garments Limited should review the
performance of the suppliers on daily basis. The suppliers failing to meet the requirements of the
company should be replaced by new suppliers after giving formal notices. Similarly, consistently
highly performing suppliers should be awarded in the presence of the management of ABC
garments Limited.

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Answer 5. Formal systems:
a. Relevance to the organisations aspirations for global business to quality standard
certification:
ABC Garments Limited aspires to perform highly in the global environment by acquiring
high quality standards for its products. The company should set a uniform quality standard for all
its products for all the markets including China. This means that the company should be able to
create customer value in all the markets which would enable it to develop a strong global market
goodwill. Thus it is evident that holding an international quality standard certification would
enable the company hold global market advantage.
ISO 9001 is a standard which lays out specifications and guidelines which business
organisations can use to ensure that their products are aligned to meet the needs of the customers
(ISO.org. 2019). The companies like ABC Garments Limited can adopt ISO. This would lead to
all the pieces of apparel manufactured by the company be of same specification and standards in
terms of quality. This would enable the company minimise error in its products and maximise
customer satisfaction.
b. Relevance of TQM to the organisation’s business operations (efficiency and
effectiveness):
TQM or total quality management would enable ABC Garments Limited to gain
efficiency and effectiveness. This is because applying TQM would enable the company to hold
customer expectations as quality parameters. This would enable the company to align its entire
production path and infrastructure to meet the expectations. Thus would enable the company to
reduce wastage of resources and produce more products. This in short this would enable the
company reduce wastage of resources and make its operations more efficient.

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Part Two: Quality management tools:
Answer 6. Identification and application of TQM tools:
a. Selection of a situation:
The identified tool which would be used to detect quality problems like missing button
would be using a checklist. The use of checklist can be justified on the ground since this is would
enable the production manager track the defects and corrective measures to deal with them. This
would enable the line managers at ABC Garments Limited to minimise the error, thus once again
confirming to TQM.
Error(s) Date of occurrence Reason of error Action taken
Missing buttons 01.05.2019 Technical Servicing
Stitch skipped 02.05.2019 Technical Servicing
Wrong design 04.05.2019 Technical Servicing
b. Selection of a second situation:
The root cause of the previous issue would be dealt with using a fish bone diagram. The
use of fish bone diagram can be justified because this would enable ABC Garments Limited
locate the cause of the issue and take corrective measures.

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Issue
cause of issue 1 cause of issue 2
cause of issue 3 cause of issue 4
Conclusion:
It can be concluded from the discussion that ABC Garments Limited should use total
quality management or TQM to boost the performance. The company should encourage its
employees to participate in the operations of the company. The company should align its
operations with customer requirements to ensure higher levels of customer satisfaction and
revenue generation.

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