Analysis of Total Quality Management at Ahmed Seddiqi & Sons: A Report

This report analyzes the Total Quality Management (TQM) system implemented at Ahmed Seddiqi & Sons, a retail company specializing in watches and jewelry. The report focuses on the organization's Quality Management System (QMS), specifically its alignment with ISO 9001:2015 standards. It examines the purpose of the QMS in relation to customer satisfaction and competitive advantage, highlighting the roles of key personnel, including the quality manager and an employee. The analysis assesses the compatibility of the QMS with TQM principles, emphasizing employee engagement and empowerment. The report also discusses the effects of employee deviation from the QMS, such as reduced product quality and customer dissatisfaction. Finally, the report reflects on the QMS, its contribution to continuous improvement, and its impact on achieving the company's goals in the U.A.E. market. The report underscores the importance of a robust QMS for maintaining customer satisfaction and enhancing the company's reputation.

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

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Table of contents
1. (A) Quality management system used in the organisation.....................................................2
(B) The main purpose of QMS...................................................................................................2
2. Compatibility of QMS of organisation with the TQM principle...........................................3
3. Effects of employee deviation from QMS.............................................................................4
4. Reflection on the QMS...........................................................................................................4
Reference....................................................................................................................................6

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1. (A) Quality management system used in the organisation
Quality management system refers to the business systems that focus on the
satisfaction of the customers. The satisfaction of the customers has aligned with the purpose
of an organisation and the strategic direction that it provides. Quality management systems
such as ISO 9000 and ISO 9001 series are recognised for ensuring that the requirements of
the customers are met by following every legal activity that exists in an organisation. The
standards vary depending upon its application in the organisational context and the unique
needs of the organisations (Dale 2015). The focus of the assignment is on Ahmed Seddiqi &
Sons. The quality manager of the company is Mohammad Ahmed; he has been working in
the company for 5 years. The employee interview is Gholam Usman; he been working in the
company for 2 years.
The organisation in focus is Ahmed Seddiqi & Sons a boutique and watch company
located in the U.A.E. The company was formed in 1950 and it retails Swiss brand watches
and jewelleries to royal customers and political figures (Seddiqi.com. 2018). The quality
management system that is used in the organisation includes the ISO 9001:2015. In the words
of the quality manager, Mohammad Ahmed “this particular ISO considered as the most
popular and implemented quality management system standard that is used in every
organisation”. One of the employees of the organisation Gholam Usman believes that “due to
its popularity this applicability of this particular standard can help in increasing the popularity
of the organisation and increase productivity”.
(B) The main purpose of QMS
According to Goetsch and Davis (2014), Quality Management System is considered
important for maintaining the satisfaction and loyalty of the customers. The primary goal of a

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quality management system is to beat the competition that exists in the market. For an
organisation adopting the quality management, it can gain a competitive advantage by
producing products and services that are convenient for the organisation as well as the
customers. Hence, it can be said that Quality Management System helps to eliminate
mistakes instead of controlling every unit of production.
In this regard, it was said by Mohammad Ahmed “that to achieve proper quality
management system, the organisation need to ensure that the products and services it
provides meet the requirements of the customers”. Apart from this quality management, the
system also focuses on making every employee the owner of the customers (Jiménez-Jiménez
et al. 2015). Tasks are provided to the employees so that they can ensure the fact that
collaboration and motivation exist among the employees so that they can work together in
supporting the employees. Quality management can help in the identification of wastes and
decrease inefficiencies in business. It helps in increasing the goodwill of a business
organisation.
2. Compatibility of QMS of organisation with the TQM principle
The Quality Management System of an organisation needs to focus on the satisfaction
of the customers. The engagement of the employees, as well as the empowerment of the
employees, needs to be provided so that they can engage themselves in the matter of the
organisations. Thus, the level of satisfaction of the customers requires the proper engagement
of employees so that quality product and services can be maintained for their satisfaction.
Hence, it is necessary according to Oakland (2014), it is necessary to align the quality
management with the empowerment and engagement of employees.
In the case of Ahmed Seddiqi & Sons, the managers provide the necessary freedom to
the employees so that they can assist in satisfying the customers. Ahmed Seddiqi & Sons is a

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retail company for watches and it is necessary for the organisation to provide full
empowerment to the employees to satisfy the customers. The employee Gholam Usman said,
“One of the objectives of a quality management system is to ensure that the employees have
enough opportunities to interact with the customers and ensure that their demands are met”.
This can help the company to increase its reputation in the market (Seddiqi.com 2018). Thus,
the QMS of Ahmed Seddiqi & Sons can help in maintaining the principles of TQM.
3. Effects of employee deviation from QMS
According to Calabrese and Corbò (2015), Quality Management System helps in
providing the best quality product and service. However, if there is any deviation from the
application of the Quality Management System in the organisations, then the organisations
may suffer from negative effects. One such negative consequence is the fact that without the
registration under an ISO series, quality of products cannot be checked. In the words of the
quality manager Mohammad Ahmed, “Customers cannot provide value to the products they
are purchasing and it can cause organisations to lose its reputation”. This may also result in
the dissatisfaction of the customers.
Another negative consequence that the deviation for Quality Management System can
be the fact that professional culture and employee morale is reduced. Quality Management
System provides organisations with clear expectations about the products that are to be
manufactured. In the words of Fonseca (2015), it is essential that the organisations improve
the consistency of the products and services so that the customers can have faith in it. Any
type of deviation from the implementation of the quality management system can make
employees and managers lose focus on the goal. Thus, it is necessary that every organisation
maintain the requirements in accordance with the ISO so that it can continue gaining a
reputation in the market.

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4. Reflection on the QMS
According to Sanz-Calcedo et al. (2015), Quality Management System is a
continuous process for the satisfaction of the customers. Hence, every organisation needs to
ensure that proper quality management system needs to be followed so that customer
satisfaction can be maintained and revenue of the organisation can be increased. In this
regard, it is necessary to understand the Quality Management System of Ahmed Seddiqi &
Sons. In my opinion, the Quality Management System in the company provides opportunities
for employees to be involved in the decision-making activities.
This can help Ahmed Seddiqi & Sons to ensure that the interaction with the customers
is maintained. The application of the Quality Management System in the organisation is to
provide continuous improvement of the products and services. This is done in order to ensure
that the organisation gain proper exposure in the market and become the top watch brand
company in the U.A.E. I believe that such an approach can help Ahmed Seddiqi & Sons to
attain its goal and maintain the service quality that needs to be provided to the customers for
their satisfaction.

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Reference
Calabrese, A. and Corbò, M., 2015. Design and blueprinting for total quality management
implementation in service organisations. Total Quality Management & Business
Excellence, 26(7-8), pp.719-732.
Dale, B., 2015. Total quality management. John Wiley & Sons, Ltd.
Fonseca, L.M., 2015. From Quality Gurus and TQM to ISO 9001: 2015: a review of several
quality paths. International Journal for Quality Research (IJQR), 9(1), pp.167-180.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson.
Jiménez-Jiménez, D., Martinez-Costa, M., Martínez-Lorente, A.R. and Rabeh, H.A.D., 2015.
Total quality management performance in multinational companies: A learning
perspective. The TQM Journal, 27(3), pp.328-340.
Oakland, J.S., 2014. Total quality management and operational excellence: text with cases.
Routledge.
Sanz-Calcedo, J.G., González, A.G., López, O., Salgado, D.R., Cambero, I. and Herrera,
J.M., 2015. Analysis on integrated management of the quality, environment and safety on the
industrial projects. Procedia Engineering, 132, pp.140-145.
Seddiqi.com. 2018. Ahmed Seddiqi and Sons. [online] Seddiqi.com. Available at:
http://www.seddiqi.com/en [Accessed 20 Mar. 2018].