International Quality Management System: Du Telecom - BUS 4533

This report provides an analysis of Du Telecom's quality management practices, focusing on the company's background, mission, and strategic objectives. It includes a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The report discusses the adoption of Total Quality Management (TQM) and its benefits, as well as the implementation of ISO 9000 standards. It explores the connection between strategic management and TQM, leadership styles, organizational culture, ethical policies, employee motivation, and partnership mechanisms for quality improvement. The relationship between ISO 9000 and TQM is examined, and recommendations are provided to enhance quality within Du Telecom. This student contributed document is available on Desklib, a platform offering a wide range of study resources.

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.