Implementing Total Quality Management (TQM) in Du Telecom Industry

This report discusses the implementation of Total Quality Management (TQM) in Du Telecom Industry. It includes the company background, SWOT analysis, reasons for considering TQM, benefits of TQM, and implementation plan with justification. The report also elaborates on the connection between strategic management and TQM, leadership styles, culture, policies, and ISO 9000. The objective of implementing TQM is to improve the quality of products and services, increase customer satisfaction, achieve competitive advantage, and generate more revenue.

Running head: Quality management
Du Telecom Industry

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Table of Contents
Introduction......................................................................................................................................1
Company background......................................................................................................................1
Description of the company.............................................................................................................2
Mission statement............................................................................................................................2
The objective of Du Company.........................................................................................................2
SWOT analysis................................................................................................................................3
Strength.........................................................................................................................................3
Good financial position..............................................................................................................3
Loyal consumers........................................................................................................................3
Range of services.......................................................................................................................3
Weakness......................................................................................................................................3
Low capital................................................................................................................................3
Weak infrastructure...................................................................................................................3
Opportunities................................................................................................................................4
The demand for mobile internet has enhanced..........................................................................4
Digital Content..............................................................................................................................4
Threats..........................................................................................................................................4
Low entry barriers......................................................................................................................4
Good position of the competitors..............................................................................................4
Adoption of TQM:...........................................................................................................................4
Reasons for considering TQM......................................................................................................4
Improved quality of products and company..............................................................................4
Increase in the overall satisfaction level of the customers........................................................4

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To achieve more revenue...........................................................................................................5
Fulfill the basic needs of the customers.....................................................................................5
To achieve competitive advantage by considering TQM................................................................5
Continuous improvement..............................................................................................................5
Satisfaction of the customers........................................................................................................5
Benefits of TQM..............................................................................................................................5
Implementation of ISO 9000 with respect to TQM:........................................................................6
A necessity to enhance the quality................................................................................................6
1. The connection between strategic management and TQM..........................................................6
2. The mechanism created by the company emphasizes on their adoption of the various
philosophies and also their impact on their success?.......................................................................7
3. Leadership styles that are important for achieving success due to the quality program in the
organization.....................................................................................................................................7
4. Description of the culture considered by the organization and also the appropriateness of the
system of quality:.............................................................................................................................8
5. Policies accepted by the Business to conduct the activities ethically, the role of managers in
that respect, and the relevance of ethics to quality management:....................................................8
6. Policies considered by the company so that employees can be motivated and also the needs of
the employees can be analyzed:.......................................................................................................9
7. The mechanism considered by the company so that requirements can be analyzed on a regular
basis.................................................................................................................................................9
8. Mechanism considered by the company to create partnerships so that quality can be improved
.......................................................................................................................................................10
9. The relationship between ISO 9000 and TQM and their advantages........................................10
Implementation of the plan with justification................................................................................11
Conclusion.....................................................................................................................................11
Bibliography..................................................................................................................................12

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Introduction
This report focuses on the activities of du telecom. It is the second largest
telecommunication organization in the United Arab Emirates. For improvisation and
development of the organization, a plan is discussed in this paper. Company's background, the
mission, and vision are focused as well as their strength, weaknesses, and bottlenecks have been
considered for the evaluation of the factors that will give impact on the organization's process
and methods.
Quality is an important factor that affects the company's reputation. If there is no proper
quality offered to the customers then it is seen that demand of the products is also reduced in the
market. So the company should focus on offering proper quality to the customers. To improve
the quality this research paper elaborates various strategies including TQM and strategic
management relation, a mechanism created by the organization which gives focus on their
philosophy related to Crosby and also the impact on achievement. Also, the style of leadership
plays a great for the success of the quality program of the organization.
The elaboration of the culture is also considered by the organization and also the
accuracy-related to quality and the policies of the company which motivates the employees. The
partnership related to the Du Company is focusing on enhancing the satisfaction level of the
suppliers, customers, and competitors. The connection between ISO and TQM with give
advantage and also offer recommendations that will assist the company to enhance the quality.
Company background
Du Company was established in 2006 in the United Arab Emirates. The main aim of the
company is to bring change in the telecommunication sector. In the starting, the company started

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conducting the activities as one of the Telecommunication and then Du telecom is the selected as
a brand name. The organization conducted its operation by offering various services like digital
television services and fixed line mobile services. The company has brought a drastic change
and developed the services for bringing change in the process of communication in the regions.
In the year 2011, the organization has more than 4.5 million subscribers and also 1.88 million
consumers with the increase in the overall revenue by 157 %.
Description of the company
Due to development, the organization has enhanced the market share and also the profits
of the company. It is also analyzed that in every 2015 the organization has acquired the large
market share and it has also forecast the overall market share with the increase in 8 %. In the
recent scenario, the company is emphasizing on the areas with a high population like the main
area which is targeted by the organization including Abu Dhabi and Dubai. The organization is
giving carious services by taking into consideration the demands and customers of the particular
region. The organization is targeting the two areas just due to the high revenue per user. In order
to achieve large market share, the organization is giving many services so that attractiveness can
be enhanced. The organization is offering many offers to the consumer by focusing on
differentiation strategy and it has customized the offering to the company so that competitive
advantage can be attained. It is also seen that customers of the company have loyalty to the
customers and also innovative features are offered to the customers by choosing the movies of
their own choice.
The organization is successful in conducting the activities just because of the strong
vision and mission statement so that the workers can have a clear direction and idea to
accomplish the overall goals and objectives. The vision and mission of the company are:
The vision statement of the company focuses on the long-term goals and objectives of the
company. The organization vision is "To enhance the life of the customers by providing
exceptional services, at anytime and anywhere".
Organization vision is related to the long-term goals and objectives of the organization
and it states that the company focuses on giving exceptional and good services to the consumers
for increasing the life experience.

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Mission statement
The organization has created its mission statement so that the company can conduct the
activities accordingly. The organization mission statement is "The Company possesses an aim to
delight its customers highly, and a highly preferred employer for the company's employees, as
well as the mission of the company, is to provide greater value to its shareholders by integrating
innovation and excellence, and contributing to the transformation of the community."
The mission statement of the organization is enhanced by considering the benefits and
value fo the overall stakeholders of the organization.
The objective of Du Company
The strategy of the organization is "We are Confident, Friendly, Honest, and Surprising,
and our values guide our actions".
The company is offering various services to the consumers so that they can be satisfied
and confident in the overall services that are given. It is analyzed that company wants to
minimize the overall cost and expenses by offering a partnership with various parties and
companies.
SWOT analysis
This analysis is related to analyze the internal and external factor of the organization. The
internal factors that are analyzed are related to strength and weakness and external environment
is related to threats and opportunities. The SWOT analysis of the telecommunication is:
Strength
Good financial position
The organization is trying to maintain a good position so that profits can be earned. The
organization has more than 47 % subscribers who are helping the company to enhance the
overall revenue. The annual profits of the company are also enhancing as it is seen that in 2015.
There was an increase of 116% in the profits of the organization. The services related to a fixed
line are also trying to enhance the financial position so that new markets can be grabbed and also
good revenue can be generated.

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Loyal consumers
The organization has a good consumer base and also unique and good services are given
to the customers. The organization is emphasizing on the enhanced quality services so that
satisfaction level can be enhanced. To enhance the satisfaction level of the customers the
company has created a new department so that satisfaction level of the customers can be
enhanced and also good services can be offered to the customers.
Range of services
The organization is adding a good range of services as the main focus is on offering good
services to enhance the satisfaction level of the customers. The company has also integrated the
services for convenience so that commitment level of the customers can be enhanced.
Weakness
Low capital
There is also some weakness possessed by the company like a low capital investment.
The company has made a low investment if a comparison is made with the competitors as the
coverage is not possible. The major reason for the company is that the activities are conducted in
the weak situation.
Weak infrastructure
It is also seen that the company has a weak infrastructure if the comparison is made with
the competitors. In the present scenario, the company is not able to create a link with the local
government and various obstacles are faced in the infrastructure process.
Opportunities
The demand for mobile internet has enhanced
It is analyzed that the demand for broadband and mobile internet in the market has
enhanced. It is also seen that the customers have a good demand for the facilities that are
available. The consumers are enhancing the overall demand and large market share can be
grabbed if good quality is offered by the company. It is also seen that the customer who belongs
from the business sector have a good demand for the demand of the mobile network and also
consumer offer the growth opportunities to the company.

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Digital Content
The organization has a great opportunity as the customers have a good demand for the
digital content and also the customers can help to grow in the market by taking into consideration
digital content.
Threats
Low entry barriers
One of the major threats to the organization is that there are fewer entry barriers for the
new organizations that are entering into the market. The rules and regulations of the government
are flexible and there are new entrants that can easily enter into the industry.
Good position of the competitors
There are many competitors of the company and one is Etisalat. The company is
conducting the activities in the market and just because of the enhancement of the investment it
is seen that technologies are adopted so that large market share can be captured. The company is
also facing threat from the competitors as it is one of the largest brands in the market.
Adoption of TQM:
Reasons for considering TQM
Du takes into consideration the TQM so that quality can be improved. There are many reasons
for considering the TQM:
Improved quality of products and company
By implementing the TQM of the organization it is seen that it is important to conduct all
the functions related to customer services. By considering TQM it is seen that the company can
attain the overall competitive advantage so that customer needs can be identified. The continuous
improvement assists the Du to attain the competitive advantage so that position can be
maintained in the company.
Increase in the overall satisfaction level of the customers
TQM can assist the organization to enhance the quality of the products. It assists the Du
to enhance the overall satisfaction of the consumers. By proper implementation of the strategies

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the company can easily attain the overall competitive advantage and can fulfill the needs and
wants of the consumers.
To achieve more revenue
TQM has enhanced the quality of the products so that there can be the enhancement in
the values of the company. By considering a proper implementation of TQM it is seen that
attention can be grabbed off the consumers and also good quality can be given. The organization
is offering a customized offering to the consumers by considering differentiation strategy so that
competitive advantage can be attained.
Fulfill the basic needs of the customers
TQM assist the company to fulfill the needs of the customers so that effective services
can be offered to the customers. It is related to offering unique services to the customers and
also the focus is given on enhancing the quality of the services so that satisfaction level can be
enhanced. By implementing the TQM of the company it is seen that customer services are
important to be maintained. Also, it can be easy for the company to achieve overall goals and
objectives.
To achieve competitive advantage by considering TQM
Continuous improvement
TQM provides continuous strategies so that services and products can be offered to the
company. The organization also offers good services to its customers so that competitive
advantage can be achieved. It is important to maintain a good image in the market so that goals
and objectives can be achieved.
Satisfaction of the customers
To attain the satisfaction level of the customers it is seen that TQM can achieve
competitive advantage and also good image can be maintained. The customers are considered as
an important part of the organization as it makes the customers happy to conduct the activities of
the organization.
Benefits of TQM
There are many benefits of TQM

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a.) TQM assist the organization to enhance the product quality by giving products to the
customers. It assists the Du to enhance the overall satisfaction level of the customers. It
is seen that if a proper implementation is done then it can be possible to fulfill the need of
the customers on time.
b.) TQM also provides proper continuous improvement strategies so that the services can be
improved and also quality can be maintained in the market.
c.) The organization also focuses on providing effective services to the customers.
d.) It is also seen that the company focuses on fulfilling the overall need of the customers so
that effective services can be offered.
e.) It is also offering unique and good services to the customers by giving emphasis on the
improved quality of these services help to enhance the overall satisfaction level of the
customers.
f.) There is a good demand and also it is seen that large market share can be maintained by
offering good quality services to the customers.
Implementation of ISO 9000 with respect to TQM:
By implementing the ISO 9000 in the company it is seen that it help the company to
attain the competitive advantage as it helps to enhance the overall satisfaction level of the
customers. Customers are considered as an important part of the organization as it helps to
enhance the satisfaction level of the customers. The working environment can also be maintained
by an implementation. The company focuses on giving delight to the customers and also the
mission of the company is to offer a good value to its shareholders so that transformation can be
done. The company has offered many services by taking into consideration digital television
services and mobile telephony. To attain the overall customer satisfaction it is seen that
competitive advantage can be maintained so that good position can be seen in the market. The
company is considering various services so that target customer can be targeted. It can only be
done by offering good services so that satisfaction level of the customers can be enhanced.
A necessity to enhance the quality
1. The connection between strategic management and TQM
Total quality management is related to the continuous effort by the management so that
customers can maintain loyalty and satisfaction of the customers by offering a quality of its

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product, services, people, and environment. Strategic management is related to the development
and implementing the strategic plans. The companies take into consideration strategic planning
to analyze the changes in the business and also to be sure that the performance is conducted in a
successful manner. There is a good connection between strategic management and TQM when a
company selects to consider the quality as a major competitive edge. It is one of the major issues
in strategic planning. This is related to the vision, mission and policy guidelines of the company.
There are various types of strategies like cost leadership strategy and market niche
strategy. By focusing on Du telecom industry there is various differentiation strategy which is
related to technological superiority and also to provide good quality services which induce
customers to satisfy the need. The company emphasizes on strategic planning process which
takes into consideration vision and mission of the company and also strategic operations so that
satisfaction level of the customers can be enhanced. The company focuses on developing the
strategy so that performance can be enhanced and also the performance can be enhanced as
compared to competitors.
The strategic planning is emphasizing the process of decision making and also it gives
impact on the potential of the organization. TQM and strategic planning are focusing on
completing each other. The essential part of quality management and strategic management are
the workers who have a good knowledge of the understanding the quality and change. For good
working pattern of TQM at Du Telecom Company, it is seen that management plays an
important role in strategic management in considering TQM.
2. The mechanism created by the company emphasizes on their adoption of the various
philosophies and also their impact on their success?
The goals of Du Telecom Company are related to offering the customers good quality
and pricing by emphasizing on enhancing the quality team and also having zero defects in the
management by considering the company. The company is considering the philosophy of Philip
Crosby. Crosby's principle is related to conduct the activity at right time and also he focused on
defining the quality so that requirement of the customers can be met. This philosophy also takes
into consideration the quality management and the elements so that quality can be improved.

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This philosophy is related to the employees of the company and also leadership. It states that it is
essential to develop the good culture of the company by considering the defect in the overall
performance of the teams and management. The employees should be committed and analyze the
details so that mistakes can be avoided. This philosophy is based on enhancing the quality of
errors and it will enhance the productivity of the organization and also helps to be successful in
the market.
3. Leadership styles that are important for achieving success due to the quality program in
the organization
According to the company, one of the best leadership styles is the participative style in
which it is criticized that it is time-consuming and works only when the people are engaged in
the commitment of the interest of the organization. The leader offers data about the problem so
that solutions can be developed and also the job of the leader in the company is to shift the team
towards consensus. According to the leader it is seen that the company consider the mix of
leadership like democratic and goals oriented and there are many leaders who take into
consideration democratic style of leadership.
For instance: There are many activities and also the teams who require some idea so that
the workers can give an idea and then the leader of the team decided what should be selected.
Another style is related to the goal-oriented in which there are many researchers who focus on
the workers and also the ways to achieve the objective. For instance: The leader of the team tells
that more than 100 postpaid lines should be sold and also they tell a bonus in the month so that
workers can sell the lines to the family and friends.
There are four factors related to leadership like: the first leader who is in quality
department in the Company is the Asmaa Alyammahi. The second followers of the company are
employees, third is related to the communication that is free and has an open relationship
between the leader and the workers. The last factor is related to the situation in which leader
boost their workers to perform effectively so that goals can be achieved.

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4. Description of the culture considered by the organization and also the appropriateness of
the system of quality:
The company is taking into consideration Total quality culture and there are also various
cultural aspects that help to adopt the TQM. The first aspect is concerned with management and
also the company is close to its workers and also they have good communication with the
workers. They encourage the objective and workers input as they think that if the workers are
happy then they are more efficient towards the work and increase the overall satisfaction level.
The next aspect is the role of the managers as the leader of the team in Du company is like a
coach and also there are no hindrances between the management and the workers and they create
trust between the workers and the management it will help to enhance the empowerment of the
employees. The company has a good approach related to recruitment to choose the candidates
and also the workers are qualified and have knowledge. The third part is related to the
requirement of the customers in which it is essential to evaluate the customer's requirements.
The company has a close connection with the loyal customers and they gather data and feedback
from the consumers by having communication with the help of SMS and phones. The fourth
aspect is related to a continuous improvement so that quality of the service can be maintained in
a proper manner
5. Policies accepted by the Business to conduct the activities ethically, the role of managers
in that respect, and the relevance of ethics to quality management:
The company has good leaders that are considered as a role model for other workers,
especially for the new workers. There are many leaders and managers who are known as a role
model and want to achieve high position and also want to enhance the performance. In the
organization, it is seen that leaders come before the workers and they have the knowledge about
everything in the organization and help them to motivate the employees. For instance: the team
leader of the company comes and offers and explains the issues and the response that should be
given when the customer has some query. The manager and leader of the company try to
enhance the communication between the employees by exchanging the numbers. It is also seen
that when the employees face the problem, the information is given to the team leader to find the
solution. The leader and manager set and analyze the solution for the issues which states that the
management listens to the workers. For instance: it is seen that the employee met with an
accident and is not able to come to the office so company offered work from home and this the

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only process which states that the company help and care for its employees and focuses on
managing the quality so that work can be done.
6. Policies considered by the company so that employees can be motivated and also the
needs of the employees can be analyzed:
The company focuses on enhancing the level of motivation of the employees. For
instance: the bonus which they get are based on the overall performance and every year the
management conduct the meeting in Dubai and discuss the profits so that employees can get
bonus according to the performance. The annual bonus of the company was 18,000 AED; the
employee performance has reached 30,000 AED, just because of the performance, so the bonus
is considered as one of the best ways to motivate the employees. The organization also provides
traveling tickets to the workers and his family. Every worker of the organization gets tickets to
London by taking into consideration the recruitment date. There are two choices available for the
employee, one is to take the ticket and one if take the money.
Study allowance is also given to the students and the organization offer employee study
allowance so that they can educate their children and also the allowance is approximately 30,000
AED. Also, monthly activities are one of the best ways to motivate the employees. For instance:
One of the major activities in the company is related to watching the movie and employees can
watch easily and can have snacks and it is off day for them.
Also, the employee of the week or month is also considered. The workers are divided into
many teams and there is one supervisor of the team and at the end of the month the
announcement is made by the organization to tell which is the best team and also the best worker
is announced through email and certificate is also given to them. The company also put the frame
of the employees on the wall as it motivates them to perform in a right direction.
The company can easily enhance the trust between the worker and the management. In
the company, they trust their workers as they conduct the activities with efforts for the company
and help them to analyze the solution. For instance: Employees in the organization conduct the
activities for more than one shift and also if the worker needs to change the shift timings it is
seen that he can find and can change it by taking permission from the management. Also, the
management boosts the employees to find the ideas so that work can be conducted smoothly

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without fewer issues and also the ways are discussed with the employees so that motivation level
can be enhanced of the employees.
7. The mechanism considered by the company so that requirements can be analyzed on a
regular basis
The organization focuses on enhancing the satisfaction level of the customers and also
customers discuss their opinion and idea through many channels like calling and going to the
stores or on websites. The company is taking into consideration the voice of the consumer
strategy which is focusing on the needs and consumers ask to talk to the local staff and
employees. Also, the company has various stores and call centers to conduct the activities. It is
seen that consumers are more comfortable it is simple for them to communicate with the workers
this states that how the company is looking to enhance the satisfaction in various ways. The
company does not conduct the survey and post-call surveys to analyze the level of the customers
and what should be done to be improved. The strategy of the company is to listen to the
consumers and make it simple for them to express the opinion and ideas by offering easy
channels. Also, it is seen that it is one of the effective ways to cover the needs and to consider the
feedback is to consider their needs. In the company, there is a team who calls the consumers if
they have a problem or complaints. They can give a call to the team so that issue can be resolved
and to consider the feedback of the services offered at the time of conducting the service and put
in the system and transfer the call to the headquarter.
8. Mechanism considered by the company to create partnerships so that quality can be
improved
The company is considered as the partnerships with the workers as internal partnering for
the mutual support is done and also the organization has more open ideas and views. As an
example, the company is also focusing on partnering its workers as the company was searching
for the idea for the national day and also they can achieve the idea from their workers and also
implement it effectively and also the customers liked it very much. The opinion that is given is
related to the calls of the customers that should be made from the call centers and play the quite
from Sheikh Zayed by his voice at the time of waiting and also there are many customers who
liked it and also listen to the quotes only.

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Also, there is partnering with the company and with its competitors. This partnering
assists the companies to be more competitive. For instance: the companies agreed to help the
customers to switch the companies by taking into consideration the numbers they have. They can
take into consideration the use of Du number and can also select Etisalat as their one of the
operators and this has made the decisions made by both the organizations work on the various
offers and work hard in inducing more consumers. Also, the Du partners with Etisalat can
consider the signal towers in many areas in UAE.
The company has many suppliers like Apple Company and Samsung Company who
conduct the activities together so that company can use the latest phones and can also sell it in
the local market in UAE. The company is also known for the offers for the smartphones and also
they are the first one to be offered.
9. The relationship between ISO 9000 and TQM and their advantages
The major difference in ISO and TQM is the degree which is related to the total company
and also it considers: TQM which is related to the management and the responsibility is of
creating the vision, mission, strategies, and tactics. ISO is related to the systems that are
considered for designs, develop, purchase and install the services of the products. ISO 9000 and
TQM are not related to interchanging. ISO 9000 is considered as a subset of TQM and TQM also
consider every aspect of the organization. It also considers all the system related to support like
finance, HR, and marketing. ISO 9000 is considered in implementing a non-TQM environment
and also ISO 9000 tries to enhance the activities in the traditional environment. ISO 9000 is not
necessary for the TQM environment. There are many TQM companies who are not well known
and register so that they can meet the customers and can know about the products and services so
that international level can be satisfied. ISO 9000 and not in a tough competition and they give
assistance to each other. By considering ISO 9000 on the company will help to enhance the
activities so that quality can be maintained and also it will assist to understand the consumers
globally so that quality can be maintained and also satisfaction level of the customers can be
enhanced to improve the need of the customers.
Implementation of the plan with justification
The company takes into consideration the TQM for the best practices in the organization
which assist to enhance the quality of services to the customers. It is essential for every

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organization to enhance the quality in different so that demand can be enhanced and it can be
done by implementing a good strategic plan for proper improvement in the quality of the
products. For instance: there are many customers who are angry and come to the office so for
them the company should provide restroom so that they can solve their problem because if the
customers are angry then it can give negative impact on the company and also due to a high
volume other people will be disturbed. Also, the next thing to enhance the quality of the services
the company can consider and offer single towers because according to the researchers there are
many customers are required for the single in UAE.
Conclusion
The organization has taken into consideration the activities by offering various services
like services related to digital television and also mobile telephony. The organization is giving
many offers to the consumers as differentiation strategy is taken into consideration so that
company can maintain its competitive advantage in a proper manner. The company focuses on
the mission statement in which the advantages and values for the stakeholders of the company
are concerned and also the SWOT takes into consideration the proper analysis of the internal and
external environment.

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