Dissertation: Quality Standards in Mercedes and Volvo Comparison

This dissertation delves into the significance of quality standards within the automobile industry, focusing on a comparative analysis between Mercedes and Volvo. The research begins with an introduction to the concept of quality standards, their importance in ensuring product excellence, and their influence on brand image and customer satisfaction. The study explores various quality management standards, including ISO 9000, ISO 9001, and TQM, and their application in the automotive sector. A comprehensive literature review examines existing research on quality management, its impact on market performance, and the best practices employed to enhance product quality. The methodology section outlines the research design, approach, and data collection methods, including both primary and secondary data sources. The analysis involves a qualitative approach, using thematic analysis to evaluate the collected data and present findings. The dissertation aims to identify the relationship between quality standards and product quality, assessing their impact on the brand value of Mercedes and Volvo, and recommending best practices for improving product quality. The conclusion summarizes the key findings and offers recommendations for further research and practical application within the industry.

Dissertation
Contents

Title: “Impact of the quality standards in the Auto-mobile industry by finding resemblances and
contrast with reference to Mercedes and Volvo.”...........................................................................1
CHAPTER 1: INTRODUCTION....................................................................................................1
Overview of research...................................................................................................................1
Backgrounds of research..............................................................................................................2
Rationale for the study.................................................................................................................2
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research questions.......................................................................................................................4
Framework and analysis..............................................................................................................4
Potential significance of the research..........................................................................................5
Chapter structure..........................................................................................................................6
CHAPTER 2: LITERATURE REVIEW.........................................................................................7
Analyse different quality management standards........................................................................8
Importance of quality management standard in Automobile industry to improve their
performance in the market.........................................................................................................10
Quality management standard in Volvo and Mercedes, and its market impact.........................12
Best practices improving the quality of the products................................................................14
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................17
Type of investigation.................................................................................................................17
Research design.........................................................................................................................18
Research approach.....................................................................................................................19
Research philosophy..................................................................................................................20
Data collection method..............................................................................................................21
Sampling method.......................................................................................................................22
Data analysis..............................................................................................................................22
Accessibility issues....................................................................................................................23
Ethical issues.............................................................................................................................23
Validity and reliability...............................................................................................................24
CHAPTER 4: DATA ANALYSIS..................................................................................................24
CHAPTER 5: CONCLUSION AND RECOMMENDATION.....................................................41

Conclusion.................................................................................................................................41
Recommendation.......................................................................................................................43
CHAPTER 6: REFLECTION........................................................................................................44
REFERENCES..............................................................................................................................46

Title: “Impact of the quality standards in the Auto-mobile industry by finding
resemblances and contrast with reference to Mercedes and Volvo.”
CHAPTER 1: INTRODUCTION
Overview of research
Quality standards is refers to the document that help in proving requirements, support,
specialisation and so on that used by company to ensure that all the procedures, products and
services are appropriate for its purpose. As, it also provide path and possibilities to business to
meet stakeholders expectations. Therefore, it is important for company to keep proper
information about its quality standards that help them in improving the product quality and also
support them in enhancing their brand image. Success of every business organization is highly
depend on its products and quality as well because customers are always wants a better quality to
satisfy their demand (Ambe, 2014). Quality is not only attaining profits and competing
competitors at market place but it is also related to safety, providing values and meeting
customers expectation. This can be effective for organization to improve their image in market
place. For this, it is crucial for firm to maintain quality standards so that they can easily reap
better profitability and at the same time also reduce losses. It may increase customers loyalty that
put positive impact on building competitive image of company. Furthermore, quality
management standards is also refers to the framework for evaluating that how a company can
manage their important activities. By this, organization can define an agrees way in which they
do something, either developing a quality product, managing a procedures or delivering a final
services to its end consumers. One of the main purpose of quality management standards is to
satisfy customers demand by supply best quality products according to requirements. As it
increase overall sales and profitability level of business organization. In Auto-mobile industry,
quality standards show a epochal role in ensuring that all the product quality is effective to
meeting customers requirement. Mainly it includes various quality standards such as ISO 9000,
ISO 9001, TQM, ISO 19011, TS 16949 and many more. All these are used by Auto-mobile
industry to check that its commodity quality is extremely eligible and safe for customers
environment as well. By this, firm easily ask for more and more customers about its services and
make them more competitive in-front of its competitors. Current dissertation is based on
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Mercedes and Volvo, both organization are famous in Auto-mobile industry due to its quality
products and services.
Backgrounds of research
In a business organization quality standard play a major role in making quality products.
As it is a best formula for company in attaining higher success at market place. Better quality
products help company in meeting customers requirements because it contribute in improving
overall vision of business. Every customers wants a best quality products from company to
satisfy their demand. This is the major reason that business use standards within their products
quality with the aim of satisfying customers demand (Dall’Olmo Riley,, Pina and Bravo, 2015).
For attaining the same, business organization also use quality management standards that help
firm in ensuring about products quality that offered to customers. It is not only beneficial for
consumers also for environment as it also includes safety that assist in influencing people to
consume company products. With the assistance of this, business improve their brand image and
also established its competitive footprint in present or aggressive market place. The study is
based on Mercedes and Volvo. Both companies are operate their business in Auto-mobile
industry for accomplishing higher growth at market place by providing best and quality products
to its consumers to satisfy their needs. In this regards, Mercedes is a famous German global auto-
mobile company as its is known for its luxury vehicles, trucks, buses, coaches and many more. It
was established in 1926 by Daimler- Benz. Its headquarters is in Stuttgart, Baden-Wurttemberg.
The main focal point of this is to fulfil customers needs by giveing them values. On the other
side, Volvo Group is a Swedish multinational manufacturing company and its headquarters in
Gothenburg. It was founded in 1927 by Assar Gabrieisson and Gustav Larson. Both
organisations includes quality standards within their production activities to produce quality
products that support in meeting customers demand. This is the primary reason that firm easily
established their competitive brand image and also acquiring larger market share from its
competitors.
Rationale for the study
Current inquiry is based on the identify the relation between the quality standard and
product quality that directly put their contact on brand image of company at market place. This
research provide wider scope and also serves definite purpose and aspects as well. In this
regards, it is important for investigator to effectively find out the principle of conducting
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investigation activities to attain reliable outcomes at the end of the project. The current study is
focus on determining the impact of quality standard of company and its brand value at market
place. In competitive era, every business organization wants to attain higher success by
maintaining quality within the products offered by them to its potential customers to fulfill their
demands. This is the reason that high quality products are important for company to invite more
and more consumers towards its offerings as it assist in exploding its gainfulness level. Along
with this, by undertaking this study researcher can evaluate the how quality standards are help in
improving product quality (Eckhardt, Belk and Wilson, 2015). This can be effective for company
to develop their famous and competitive image.
Research aim
This section play a crucial role in research as it give clear direction on which researcher
undertake entire investigation in systematic manner. Thus, it is crucial for investigator to
effectively set the research aim by analysing entire aspects and factors. As, this aim is focus on
evaluating the abstraction between quality standards and product attributes. Both are important
aspect for company to amend their overall brand value and also may aid in establishing
competitive advantage. For better understanding, the aim for this research project is:
“To identify the relation between the quality standard and product quality and their
impact on brand value of Mercedes and Volvo.”
Research objectives
This section is based on the research aim as it help in determining the actual impact of
quality management and product quality in different aspects. Through this, researcher may
effectively evaluate the issues of whole investigation. By this research gather in-depth
information to take a right decision. In this context, the whole investigation is includes various
set of objectives are as follows:
 To critically analyze different quality management standards.
 To identify the importance of quality management standard in Automobile industry to
improve their performance in the market.
 Evaluate quality management standard in Volvo and Mercedes, and its market impact.
 To recommend the best practices improving the quality of the products.
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Research questions
It is crucial for investigator to set a right list of enquiry question on the basis of different
objectives which provide proper guidance to investigator in undertaking the study in effective
way. As it provide proper direction through which researcher easily undertake the study and also
complete the same in systematic and well organized manner (George, 2017). One of the main
purpose of this section is that it help in providing better solution to researcher by which they
easily attain positive and reliable outcomes that make overall research more successful.
 How to critically analyse different quality management standards?
 What is the importance of quality management standard in Automobile industry to
improve their performance in the market?
 What are the quality management standard in Volvo and Mercedes, and its market
impact?
 What are the best practices improving the quality of the products?
Framework and analysis
This section of research is related to the imperative activities which includes detailed
information about the research topic that aid investigator in winning right and valid judgement
within the inquiry. Thus, it is crucial for researcher to select most suited framework to gather
relevant data on the basis of relation between quality management and product quality within the
organization. It may provide support in undertaking whole investigation in well organised
manner. As it includes various tools and techniques which applied by researcher in conducting
research activities in successful manner. All these methods or tools are as follows:
Research design: It is critical for investigator to set right design of entire research to
improve the possibilities of accomplishing reliable outcomes. For this, descriptive research
design is implement or applied by researcher to gather detailed information about quality
standards of company products to maximising its profitability. This will aid in attaining
favourable outcomes that help in developing a successful research activities.
Research philosophy: As this dissertation is related to the theoretical aspects because it
is based in the evaluating the relationship between quality standard and product quality within
the organization that put positive impact on attaining positive competitive brand image
(Hertenstein, Sutherland and Anderson, 2017). This is the reason that interpretivism philosophy
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will be applied by investigator to collect data from social constructed environment in order to
attain positive and reliable results within the investigation.
Research type: This investigation is related to the qualitative type because it includes
analysis of collected data in qualitative manner through which researcher analysis in-depth
information towards its topic. This will support investigator in drawing a valid outcomes and at
the same time also assist in attaining set aim of the project to make it more successful.
Research approach: current research will be founded on deductive methodology as it
manages speculation of product quality management and product quality that support in
increasing profitability of organization. This will be useful to gather important information in an
efficacious way that support in taking right and valid results at the end of the research.
Data collection: In this dissertation, both primary and secondary method of information
collection has been applied that help in determining the actual information about its aims and
objectives. In this, primary data includes customers as a respondents to gather data about the
study topic whereas, secondary method help in collecting data from different sources such as
books, articles, journals and so on published material (Hyun, Lee and Kim, 2017).
Data analysis: Under this dissertation, information will be gathered with the help of
qualitative method in which researcher will be applied thematic analysis to evaluate the collected
information. In context of this, all the collected data and information present by themes and
graphical representation to take right decision.
Potential significance of the research
Present investigation set importance of quality standards and quality products and its
impact on organization performance and its brand image. It is effective instigation for auto-
mobile industry to determining the affect and relation of quality standards and quality products
with the aim of maximizing the profitability of the company at market. In this regards, business
organization includes various quality standards such as ISO 9000, ISO 9001, TQM, ISO 19011,
TS 16949 and so on. All these are may aid in managing quality of products offered by company
to its customers for satisfying their requirements. One of the main advantage of implementing
these standards is that business can protect their products and also improve safety within the
environment. This may aid in inviting more and more consumers towards its services that
provide them opportunities to enhance its market share from its competitors.
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Therefore, current research is also beneficial for academic point of view as it help in
determining the actual impact and relation between quality standards and quality products
(Zheltukhina And et. al., 2016). By this, researcher can easily undertake the same research and
also draw a valid conclusion. Along with this, it also provide valid and reliable resukts that assist
in heighten the posbilities of making its more successful and authenticate as well.
Chapter structure
It is important for investigator to undertake whole work in structure form so that entire
activities can be easily under-stable. A proper structure for introduction of research work should
be planned or organized. This is the reason that present case will implement or follow the
structure that is mentioned underneath. As it support in making entire research activities in
effective or successful manner.
Chapter 1: Introduction
The exploration work is going to begin with first chapter of introduction that gives a
outline or overview of research work. Along with this, it also includes research aims and
objectives that help in undertaking the entire research work in well structured way. Mainly, It is
one of the important and initial section by which researcher easily carried out whole
investigation and also tries to attain positive and reliable results at the end of the research.
Chapter 2: Literature review
This is second part of whole investigation that give all the important information about
the set research objectives of question as well. It has consideration of information from various
sources like books, diaries and other published sources (Jindal and et. al., 2016). It fills solid
base for the paper in this way set goals can be easily accomplished inside determined time range.
Along with this, it also help in understanding view point of different authors towards the
specified objectives that put positive impact on attaining reliable outcomes.
Chapter 3: Research Methodology
It is the following section of dissertation which is set after the completing of literature
review. It includes of various methods which help to gather as well as analyse information to
produce best results. In this researcher is responsible for selecting right and suitable method to
collect information so that they can draw a valid and authenticate results that assist in developing
a successful study.
Chapter 4: Data Analysis
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It is one of the significant part of entire study wherein gathered information is examined
as well as evaluate in the light of research questions and its objectives as well. Along with this, it
also gives detail information that may aid in determining relevant or reliable finding towards the
set research objectives. This part helps investigator to show the result in best suitable form assist
learner in apprehension the whole nature of study.
Chapter 5: Conclusion and Recommendations
It is foremost and last section of entire research work in which researcher concluded
whole activities of study and draw valid conclusion. In this, all the results are highly based on its
aims and objectives that setted by investigator at the starting phase of research. In addition of
this, recommendation is also consider as an important area wherein investigator bring necessary
improvement within the current activities (Kapferer and Valette-Florence, 2018). It directly
contribute in increasing scope of project and also may aid in drawing reliable results.
CHAPTER 2: LITERATURE REVIEW
This part of research is play a crucial role in developing a whole research as it help in
determining the views points of various authors on the basis of research objectives. The analyst
needs to undertake detailed review that is related to the secondary sources. It is basic to lead an
investigation of the previous investigation through various sources that support in taking right
and appropriate outcomes. The survey of past writing helps in leading investigation from all the
applicable perspectives. The segment manages an inside and out assessment of applicable data to
the field of study. The area sets a way for analyst to evaluate the in-depth overview towards the
different research objectives. With the assistance of this, researcher can easily generate valuable
and reliable results that assist in developing a successful research project. As, this dissertation is
based on determining the relationship among both quality standard and quality products and its
impact on entire brand value in market place. This section provide detailed information on the
research aim from different perspectives. It also includes different theories, standards and many
more to effectively undertake the research and also put positive impact on end results of entire
investigation. Mainly, it is related to the secondary method of data collection in which
investigator includes different sources such as books, articles, journals, magazines and many
more which support in developing a strong review towards the specified topic. This become
more effective for investigator to take right and valid decision within the investigation to make it
authenticate.
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Analyse different quality management standards
According to Hammar, (2019), Quality management standards play a crucial role in
business because it provide framework that used to manage operational activities and also follow
all the requirement. This will provide opportunities to company in rising execution of firm and at
the same time established competitive image at market place. In this regards, the main purpose of
managing quality standards is to ensure about safety and reliability of products offers by the
company to its customers in order to satisfying their needs and wants. Along with this, it also
support in meeting environmental objectives that directly put their positive image in consumers
mind. It is the reason that business organisation can easily developing their competitive image
and at the same time also increase their profitability level. Furthermore, QMS is applied by firm
with the aim of coordinating as well as directing entire organizational activities to meet
customers or regulatory requirements. As it serve various purpose like improving process,
reducing waste, eliminating errors and so on. All these are directly contribute in establishing
aggressive and competitive image at global market place. Therefore, it is crucial for organisation
to maintain their product quality and also ensure that it assist in meeting customers expectation.
If company do the same, they can easily acquiring larger market share from its competitors and
put their famous brand image al competitive marketplace. Apart from this, quality management
standards are also used by business organization to maintain their product quality high in which
they easily satisfy customers needs. It help in developing positive image of company at market.
Apart from this, quality management system is consider as a collection of business
process that focus on meeting customers requirement and at the same time also make them
satisfy by supplying them quality values. It is also aligned with strategic direction and its
organization purpose that support in accomplishing set goals in appropriate manner. Mainly, it is
expressed processes, policies, documented, information and many more that required by
company to produce or manufacture best quality products for maintaining their positive brand
image at market place. For attaining the same, there are different quality management standards
which used by company to maintain its products quality and durability as well:
ISO 9000: It is an effective or important standard that is documented in ISO 9001, ISO
9004, AS9100 and so on. All these are related to quality management system which focus on
maintaining best product quality. Mainly, this standard is the first document that has two major
purposes (Clougherty and Grajek, 2014). In this regards, in the first it is implemented with the
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aim of determining various terms that used throughout the QMS standards. Whereas, second
purpose of this is that it define the fundamental quality management principles that help in
managing or implementing a quality management within the business and its production activity
to produce highest quality products. It also help company ensure that product is meet the needs
of customers and its stakeholders as well. This can be effective for company to improve its
customers experience.
ISO 9001: This standard is also play a crucial role in business organisation in quality
management of products. It is commonly used in designing a QMS that includes an important
requirements for implementing as well as developing an effective quality management system
that directly contribute in improving or meeting customers requirement (Ivanova, Gray and
Sinha, 2014). With the help of this, company can easily satisfy customers and improve their
brand image. Along with this, it also provide all the necessary information to company in
implementing a QMS to develop their recognizing image at competitive place.
ISO 9004: This type of standards of quality management system provide appropriate
guidelines to business organization for improvement within the QMS as it directly contribute in
improving overall performance of the company at market place. Mainly, it includes various
guidelines for company such as achieve satisfaction of entire stakeholders so that company put
their positive impact, implement activities with the aim of enhancing effectiveness of company
and its quality management system which support in attaining success at competitive market
place.
ISO 19011: It is also an effective standards that includes requirement for auditing a
management system. As it give important guidelines and principles of managing audit
programme, evaluating of competence of individuals includes within the auditing process of
business organization. Along with this, it is also used as a resource to effectively train individual
who conduct audits quality within the company. This can be effective for attaining their set goals
within the quality and auditing management.
ISO/TS 16949: It is consider as a technical specification which used by company with
the aim of developing quality management system that help in providing continuous
improvement, reduction of variations within the supply chain of company. This will support in
reducing the wastage within the production line that put positive impact on enhancing
profitability level of the company at market place (Panyukov and Kozlovskiy, 2014). The main
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