Analysis of Quality Issues in Dunlop Tyres (SBM1202 Report)

This report critically analyzes the quality issues faced by Dunlop Tyres operating in the Australian tyre industry, focusing on the application of Total Quality Management (TQM) principles. The report examines specific quality problems, including scrapped tyres and customer complaints, and explores how TQM can be implemented to improve quality standards. It delves into strategic planning, customer focus, and measurement analysis as key dimensions of TQM, highlighting their importance in achieving quality performance measures. The analysis also considers the organizational structure and its impact on decision-making, particularly in relation to quality issues. The report provides insights into how Dunlop Tyres can enhance its quality management practices and improve its competitive position in the market. The report also provides an overview of the importance of project quality management in managerial decision-making.

Running head: PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
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1PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Executive Summary
Quality appearance if achieved is likely to improve companies’ capability to contest on
international scale and is measured as a continuing chance for noteworthy success. Quality
management must be reflected as a part of commercial strategy to site it proficiently in
international market. There can be witnessed a growing request amongst manufacturing
businesses to produce highest quality products along with services embark upon experiments
which have been postured in the international competitive environment. The overview of
progressive auto models meaningfully tends to have deportment on the demand for tyres.
Corporations like Dunlop Tyres displaying tendency of seeking for partnerships with unique
equipment manufacturers (OMEs) to increase better-quality constancy and constant
associations. It has been exposed that specific quality linked issues in Dunlop Tyres,
particularly the degree to which Australian manufacturers follow ‘quality is free’ concept.
The report has offered inclusive insights about the analysis of the quality issues in Dunlop
Tyres operating in the Australian tyre industry. In addition to this, the paper has provided
evaluation of practice models in the domain of project quality management in order to
explain its importance in managerial decision-making.

2PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................4
Quality Problems....................................................................................................................5
TQM Implementation in Improving Quality Standards of Dunlop Tyres.............................6
TQM Dimensions leading to Quality Performance Measures...............................................7
Analysis of Lean Production Paradigm for achieving quality assurance.............................12
Conclusion................................................................................................................................13
References................................................................................................................................14

3PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Introduction
Quality is regarded as one of the highly valued attributes which has attained
substantial attention in the recent past. Number of companies has used quality as a
management thought. Quality image if attained tends to improve businesses’ ability to
compete on global scale and is considered as a long-term opportunity for significant success.
Quality management must be considered as a part of business strategy to position it
efficiently in international market1. There can be observed an increasing demand amongst
manufacturing companies to produce supreme quality products as well as services embark
upon challenges which have been posed in the global competitive environment. Australia is
placed in susceptible situation against tidal demands on the total quality. The changing
demand of international customers has led businesses to adopt quality practices at a rapid
rate. In recent times, Australian tyre industry is facing new challenges. It has been noted that
several companies have claimed to have witnessed significant product quality development
owing to these quality initiatives. These initiatives have led management of Australian
companies to implement advanced tools and techniques which would facilitate them in
maintaining as well as improving strategic position in the market. Rapidly shifting,
increasingly competitive and interdependent world market demands for improvement through
total quality management (TQM)2. The aim of the following report is to critically analyse the
quality issues in Dunlop Tyres operating in the Australian tyre industry. In addition to this,
the paper will provide review of practice models in the domain of project quality
management in order to explain its importance in managerial decision-making.
1 J. Chang, Business Process Management Systems: Strategy And Implementation Auerbach Publications, 2016.
2 T. Costa, F. Silva and L. Pinto Ferreira, "Improve The Extrusion Process In Tire Production Using Six Sigma
Methodology", Procedia Manufacturing, vol. 13, 2017.

4PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Discussion
The future is likely to experience number of strategic alliances among domestic and
global players like Dunlop to facilitate them have easy access to updated technology and
further expand their distribution network. In the view of authors, improved distribution
guarantees easy availability. Moreover, the introduction of advanced auto models
significantly tends to have deportment on the demand for tyres. Companies like Dunlop Tyres
showing propensity of seeking for collaborations with original equipment manufacturers to
gain improved stability and continual associations. It has been revealed that some of the
quality related issues in Dunlop Tyres, especially the extent to which Australian
manufacturers adhere to ‘quality is free’ concept in addition to the level of labour force
participation and training in the area of quality management and the level of efforts towards
improving the quality of products as well services3.
Quality particularly means that a product must meet its specifications. On the other
hand, quality management can be considered of comprising of three primary components
such as quality control, quality assurance along with quality improvement. Quality
management is focused not only on product quality, but also the outcomes of attaining it.
TQM thus employs quality assurance as well as regulation of processes along with products
in order to receive a higher number of consistent qualities. Product or service design results in
design specifications which must attain the anticipated result4. Nevertheless, once the product
design has been established, the producer tends to consider quality to be how effective the
product process has capacity to align with the specification needed by the design referred to
as the value of assurance where the quality during production focuses on guaranteeing the
3 "Dunlop Tyres" [website] 2019, http://www.dunloptyres.com.au/ (accessed 6 August 2019).
4 S. Bag and N. Anand, "Modeling Soft Dimensions Of FMS And Their Interrelationship Using ISM And
MICMAC Analysis", Prabandhan: Indian Journal of Management, vol. 7, no. 10, 2014.

5PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
product meets specifications required by the design. Drawing relevance to Dunlop Tyres'
organizational philosophy, good quality tyres implies to utmost comfort. However, poor
quality tyres are not made well the product does not align to the specifications.
Maintaining quality assurance primarily relies on number of factors which involve
the design of the production process that is quite clear from tyres design in addition to
performance level of machinery, equipment as well as the materials used5. It has been
revealed that in Dunlop Tyres Australia, the major workforce in attaining conformance to
specifications incorporate the predominantly the production workers, quality check assurance
staffs along with the technical unit6. The involvements cross-functional key workforce further
practised to uplift the company value known as ‘Quality without Compromise’.
Quality Problems
Scrapped Tyres
There can be witnessed number of quality assurance initiatives by Dunlop Tyres, the
issues regarding quality still requires to be efficiently addressed. However, one of the critical
issues encountered by Dunlop Tyres is related to non-conformance product which cause to
the scrapped tyres 7. The issue of scrap tyres has been considered to be of major importance
because of major environmental impact which have been causing. Reports have revealed that
in Australia, the number of tyres which are produced at an annual rate has been rapidly
5 Dayang and others, "Influence Of Ground Tyre Rubber Devulcanisates On Morphology And Properties Of
Tread Tyre Formulation", Advanced Materials Research, vol. 1024, 2014.
6 Jain, R. Bhatti and H. Singh, "Total Productive Maintenance (TPM) Implementation Practice", International
Journal of Lean Six Sigma, vol. 5, no. 3, 2014.
7 V. Kumar and R. Sharma, "Exploring Critical Success Factors For TQM Implementation Using Interpretive
Structural Modelling Approach: Extract From Case Studies", International Journal of Productivity and Quality
Management, vol. 21, no. 2, 2017.

6PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
elevating. However, in order to effectively manage end-of-life cycle disposal issue, TQM
implementation must be used in the process of quality check for Dunlop Tyres8.
Customers Complaint
In recent times, there can be witnessed a shifting demands and trends of the customers
owing to technology progression. In such a scenario, the original equipment manufacturer
(OEM) and replacement market indirectly tends to increase the quality issues to business
operations of Dunlop tyres concerning with diverse view of the requirements and wants. For
example, the replacement clientele of Dunlop will focus more on appealing the physical
appearance of the tyres, cost as well as performance while the OEM consumers might focus
on the tyre failure regarding several dimensions of quality9.
Organizational Structure
Organizational structure of Dunlop tyres tends to serve decisive role in order to
regulate the level of control and permission for decision making purposes. Furthermore, the
Dunlop is facing issues where critical decisions are required to be decided immediately in
order to receive support from the headquarter located overseas10. Such a method of business
operations might result to delay in the production procedures and often tend to give rise to
conflicting ideas particularly in relation to quality issues.
TQM Implementation in Improving Quality Standards of Dunlop Tyres
In order to meet the implementation of TQM practices in quality improvement of
Dunlop Tyres, the company examined the effectiveness of TQM on quality performance
8 R. Noe and others, Human Resource Management New York, McGraw-Hill Education, 2019.
9 Panwar, R. Jain and A. Rathore, "Lean Implementation In Indian Process Industries – Some Empirical
Evidence", Journal of Manufacturing Technology Management, vol. 26, no. 1, 2015.
10 T. Agrawal and J. Sharma, "Quality Function Deployment In Higher Education", International Journal of
Service Science, Management, Engineering, and Technology, vol. 5, no. 1, 2014.

7PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
measures. At this juncture, it has been stated that in the domain of TQM, leadership is not
mainly related to the authority, regulation and control but take in empowerment,
identification by providing guidance as well as developing others. However, leadership is
regarded as a vital precondition for the attainment of quality management in Australian tyre
industry. Thus, in the view of authors, leadership serves a decisive role in improving quality
standards in reliable approach along with espousal of values throughout the organization. The
senior management must accentuate the need for social accountabilities along with assurance
in order to upsurge quality of their products and strive to serve the community in various
domains of social welfare11. The Australian tyre industry being greatly unsafe sector, feel that
the senior management must aim at conservation of natural resources in addition to
prevention of pollution and hazards in addition to in compliance with relevant legislations,
policies and regulations.
TQM Dimensions leading to Quality Performance Measures
Strategic planning
Strategic planning another key dimension of TQM engages in combining learning,
intuition as well as creativity into purpose of the direction. Authors have stated that strategic
planning considered as a precise set of actions focus on maintaining competitiveness in
regards to social and cognitive in the Australian tyre sector. Through the TQM
implementation, Dunlop Tyre will be able to check the way the company is outlining the
strategies for achieving supreme quality of products and further to incorporate product quality
development plans along with applying TQM policies to achieve strategic objectives.
Strategic planning dimension of Total Quality Management further will help Dunlop Tyres to
11 V. Raja Sreedharan, R. Raju and S. Srivatsa Srinivas, "A Review Of The Quality Evolution In Various
Organisations", Total Quality Management & Business Excellence, vol. 28, no. 3-4, 2015.

8PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
address quality issues associated with key performance indicators, their assessment and
further update in order to improve the general strategic plans of the company12.
The restructuring of Dunlop Tyres further requires to be efficiently addressed. The top
management must distinctly explain, give and authorize to the major workforce in the
manufacturing plant especially in the scope of quality matters. This dimension is highly
imperative where once the delegation and empowerment provided to the respective
personnel’s’ the decision can be implemented rapidly instead of waiting for response from
the headquarters.
Customer Focus
The major success of organizations significantly relies on the way the needs of
clientele are satisfied effectively and efficiently on continual basis. It is important to note
Dunlop in order to create value for the customer, it must understand the current as well as
anticipated requirements, anticipations and satisfaction by providing effectual customer
relationship management13. Customer focus dimension of TQM thus should be relied on
Dunlop’s commitment and assurance to satisfy its clientele, interaction of customer
satisfaction with company’s vision and purposes along with distinguishing needs and
expectations and responsive to client grievances and interactions with customers.
In order to manage issues with client grievances particularly based on the customer
complaint issues regarding quality of tyres, Dunlop at this juncture must improve their
procedure in order to mitigate tyre defect. Furthermore, the explicit information regarding
tyres inspection manually as well as automatically should be efficiently assessed to
12 F. Talib and Z. Rahman, "Identification And Prioritization Of Barriers To Total Quality Management
Implementation In Service Industry", The TQM Journal, vol. 27, no. 5, 2015.
13 S. Shingo, A Revolution In Manufacturing: The SMED System Routledge, 2019.

9PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
circumvent defective or scrapped tyres provided to the customers14. In addition to this, the
integration of the manufacturing and services can be accomplished in order to provide direct
information to the OEM clienteles principally on the importance towards quality matters
focused by Dunlop. In addition, the warranty factor can further be highlighted along with
consultation post sale to their chief customers on the subjects related to the quality issues.
Measurement Analysis & Knowledge Management
Emphasis on the information and analysis which lies within the degree of
management and use of data and information in order to focus on clients, guarantee greater
control as well as improve performance of a firm. Information and analysis are considered to
be functional elements of knowledge management. Information thus can play decisive role in
the business operations of Dunlop as a tool for reflection and facilitates workforce to
collectively infer the available information by lending support to the varied forms of
networks for negotiations as well as conversations15. However, it has been noted that quality
management might show unconstructiveness if there is insufficient dissemination of
information. Such a dimension analyses the way Australian tyre companies like Dunlop
obtain information and its integration of number of constituencies. Measurement Analysis &
Knowledge Management will also explain the analysis of information and elevates the
accessibility of such data as well as information for planning and elevation of performances16.
The data and information which has been stimulated must be shared amongst different
operative levels of the company. Meanwhile, to raise the level of product quality, Dunlop
14 D. Czajczyńska, R. Krzyżyńska and H. Jouhara, "Syngas Quality As A Key Factor In The Design Of An
Energy-Efficient Pyrolysis Plant For Scrap Tyres", Proceedings, vol. 2, no. 23, 2018.
15 S. Singh, S. Dixit and D. Varshney, "Sustainable Construction Management In Education Sector",
International Journal of Engineering & Technology, vol. 7, no. 2-1, 2018.
16 A. Dayang and others, "Influence Of Ground Tyre Rubber Devulcanisates On Morphology And Properties Of
Tread Tyre Formulation", Advanced Materials Research, vol. 1024, 2014.

10PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Australia must focus on proper system for the accurate flow of data obtained for effective
implementation of quality enhancement.
Process Management
Process management is typically linked to the behavioural and systematic principal
that is crucial in managing the process instead of the outcomes. Considering the situation of
Dunlop Tyres, process management mainly aims to add value to process eventually by raising
the productivity of every staff of the workforce and further improving quality of products and
services. Meanwhile, studies have revealed that process management as an important
dimension of Australian tyre industry involves the identification of key procedures and its
impact on the business, collection of information from the determinants of the organization
and methodically regulate the process standards17. This dimension further focuses on the
utilization of statistical methods in order to regulate as well as improve process capacity and
product features. Additionally, it can recognize and also control the application of process
changes in order to guarantee anticipated outcomes. Process management further guarantees
continuous product improvement.
17 L. Saxena, P. Jain and A. Sharma, "Tactical Supply Chain Planning For Tyre Remanufacturing Considering
Carbon Tax Policy", The International Journal of Advanced Manufacturing Technology, vol. 97, no. 1-4, 2018.

11PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Australian Tyre
Manufacturing Industry
(Dunlop Tyres)
Top Level Management
Middle Level
Management
Lower Level
Management
Subject
TQM Dimension
Leadership
Strategic Planning
Process Management
Measurement Analysis
& Knowledge
Management
Causes
Subjective Measures of Quality
Quality Awareness
Team Performance
Objective Measures of Quality
Scrap & Defect Levels
Client Grievances
Cost of Quality
Outcomes
Australian Tyre
Manufacturing Industry
(Dunlop Tyres)
Model for TQM Dimensions

12PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Analysis of Lean Production Paradigm for achieving quality assurance
The Lean Production Paradigm is considered as one of the vital approaches which
can be used by tyre manufacturing companies like Dunlop Tyres to successfully attain
productive and quality goals. It has been mentioned that Lean Production Paradigm aims to
identify and eliminate every possible activity in design, production as well as supply chain
management-related procedures which do not add value from the clients’ perspective18. It is
recognized as an approach to the production flow and essentially focuses on waste
elimination or cost reduction as a chief goal by means of quantity as well as quality control,
along with utilizing explicit tools and techniques from a constant improvement viewpoint,
producing when required at the time essential in the required quantities19. However, at this
juncture, Dunlop Tyres can make utilization of Statistical process control (SPC) charts in
order to evaluate and regulate industrial procedures for the productive process in systems
quality guarantee. It has been noted that SPC includes statistical methods in order to measure
and examine the variation of the procedure to check product value and retain procedures to a
fixed target. Furthermore, to successfully mitigate the issue of scrapped tyres, Dunlop Tyres
can utilize multivariate tools. As per studies, production process of the company can be
evaluated by the collaborated level of numerous correlated attributes which are backed up by
advanced data-acquisition equipment20. It is important to note that in tyre manufacturing
sectors by taking into account the specifications of standards used for quality assurance, the
mostly used quality tools are known as X-R and X-S as parameters control.
18 S. Amini and S. Toms., "Accessing Capital Markets: Aristocrats And New Share Issues In The British Bicycle
Boom Of The 1890S", Business History, vol. 60, no. 2, 2017
19 C. Das and R. Swain, "Influence Of Capital Structure On Financial Performance", Parikalpana: KIIT Journal
of Management, vol. 14, no. 1, 2018
20 S. Medvedev and others, "Coupled Thermomechanical Computational Solutions For Stationary And
Dynamics Rocking Of All-Metal Steel Belted Tyres", Procedia Engineering, vol. 136, 2016.

13PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Conclusion
Therefore from the above discussion, it can be concluded that Dunlop has the
potential to mitigate issues of scrapped tyres by applying their strengths and opportunities.
There can be observed numerous quality initiatives and initiatives have been applied in the
organization to ensure supreme quality level in Australian tyre manufacturers. Majority of the
programs referring to quality issues tend to encompass manufacturing and support service
decisions. Moreover, effective leadership tends to modulate the implementation of TQM.
Nonetheless, quality management movement must be disrupted if there is insufficient sharing
of data and information from senior management. Furthermore, sharing of information
related to the company regarding monetary, strategy related or operational matters must be
efficiently shared amongst employees. From the above discussion, it is conclusive that proper
network of information throughout the organization is vital in order to increase the quality
improvement process effectively. In addition to this, it has been noted that an effective TQM
implementation tool necessitates additional role behavior along with emphasis on human
resources. Dunlop Tyres must efficiently harness process management to attain business
value. Most importantly, there is a need of staff participation to achieve organizational
performance as well as quality objectives. Thus, Dunlop tyres must focus on involving staffs
by forming an environment for personal and company’s growth along with increase the
competitive benefit.

14PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
References
Agrawal T. and Sharma J., "Quality Function Deployment In Higher Education",
International Journal of Service Science, Management, Engineering, and Technology, vol. 5,
no. 1, 2014
Amini S. and Toms S., "Accessing Capital Markets: Aristocrats And New Share Issues In
The British Bicycle Boom Of The 1890S", Business History, vol. 60, no. 2, 2017
Bag S. and Anand N., "Modeling Soft Dimensions Of FMS And Their Interrelationship
Using ISM And MICMAC Analysis", Prabandhan: Indian Journal of Management, vol. 7,
no. 10, 2014
Chang J., Business Process Management Systems: Strategy And Implementation Auerbach
Publications, 2016.
Costa T., Silva F. and Pinto Ferreira L., "Improve The Extrusion Process In Tire Production
Using Six Sigma Methodology", Procedia Manufacturing, vol. 13, 2017
Czajczyńska D., Krzyżyńska R. and Jouhara H., "Syngas Quality As A Key Factor In The
Design Of An Energy-Efficient Pyrolysis Plant For Scrap Tyres", Proceedings, vol. 2, no. 23,
2018
Das C. and Swain R., "Influence Of Capital Structure On Financial Performance",
Parikalpana: KIIT Journal of Management, vol. 14, no. 1, 2018
Dayang A. and others, "Influence Of Ground Tyre Rubber Devulcanisates On Morphology
And Properties Of Tread Tyre Formulation", Advanced Materials Research, vol. 1024, 2014
Dunlop Tyres.in. 2019, <http://www.dunloptyres.com.au/> [accessed 6 August 2019].

15PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Jain A., Bhatti R. and Singh H., "Total Productive Maintenance (TPM) Implementation
Practice", International Journal of Lean Six Sigma, vol. 5, no. 3, 2014
Kumar V. and Sharma R., "Exploring Critical Success Factors For TQM Implementation
Using Interpretive Structural Modelling Approach: Extract From Case Studies", International
Journal of Productivity and Quality Management, vol. 21, no. 2, 2017
Matthews R. and Marzec P., "Continuous, Quality And Process Improvement: Disintegrating
And Reintegrating Operational Improvement?", Total Quality Management & Business
Excellence, vol. 28, no. 3-4, 2015
Medvedev S. and others, "Coupled Thermomechanical Computational Solutions For
Stationary And Dynamics Rocking Of All-Metal Steel Belted Tyres", Procedia Engineering,
vol. 136, 2016
Noe R. et al., Human Resource Management New York, McGraw-Hill Education, 2019.
Panwar A., Jain R. and Rathore A., "Lean Implementation In Indian Process Industries –
Some Empirical Evidence", Journal of Manufacturing Technology Management, vol. 26, no.
1, 2015
Raja Sreedharan V., Raju R. and Srivatsa Srinivas S., "A Review Of The Quality Evolution
In Various Organisations", Total Quality Management & Business Excellence, vol. 28, no. 3-
4, 2015
Saxena L., Jain P. and Sharma A., "Tactical Supply Chain Planning For Tyre
Remanufacturing Considering Carbon Tax Policy", The International Journal of Advanced
Manufacturing Technology, vol. 97, no. 1-4, 2018
Shingo S., A Revolution In Manufacturing: The SMED System Routledge, 2019.

16PROJECT QUALITY, RISK AND PROCUREMENT MANAGEMENT
Singh S., Dixit S. and Varshney D., "Sustainable Construction Management In Education
Sector", International Journal of Engineering & Technology, vol. 7, no. 2-1, 2018
Talib F. and Rahman Z., "Identification And Prioritization Of Barriers To Total Quality
Management Implementation In Service Industry", The TQM Journal, vol. 27, no. 5, 2015