Investigating TQM Impact on Morrisons' Overall Sales

This research project investigates the impact of Total Quality Management (TQM) on the overall sales of Morrisons, a retail business entity. The project begins with an introduction to TQM and its importance, followed by an examination of factors contributing to research project selection and a comprehensive literature review. The research outlines the project's specification, including its aim, objectives, research questions, and methodology. It employs a descriptive research design, an inductive research approach, and an interpretivism philosophy. Data collection techniques include primary and secondary sources, with a focus on questionnaires and interviews. The project also includes a Gantt chart for project management and discusses research resources and investigation methods. The analysis section covers data analysis techniques, and the project concludes with recommendations for Morrisons to increase its sales level. The project covers various aspects of research, including research design, philosophy, data collection, and analysis techniques. This project provides insights into how TQM affects sales, providing a comprehensive overview of the key factors and strategies involved in this process.

Research Project

Table of Contents
TASK 1............................................................................................................................................1
1.1 Introduction...........................................................................................................................1
1.2 Factors that contributes in the process of research project selection....................................1
1.3 Literature Review..................................................................................................................2
1.4 Research project specification...............................................................................................3
1.5 Gantt Chart............................................................................................................................5
TASK 2............................................................................................................................................5
2.1 Research resources................................................................................................................5
2.2 Research investigation..........................................................................................................6
2.3 Record and collect data.........................................................................................................7
TASK 3............................................................................................................................................8
3.1 Research evaluation technique..............................................................................................8
3.2 Data Analysis........................................................................................................................8
3.3 Recommendations...............................................................................................................12
REFERENCES..............................................................................................................................13

TITLE: To investigate the impact of Total Quality Management on the overall sales of business
entity: A case study on Morrisons.
TASK 1
1.1 Introduction
Total Quality Management refers to the system which is dependent on the principle that
every member which are present in the business entity must be committed so that they can
maintain standards of every work in the operations of business entity. In every company, there
are different departments in which quality needs to be maintain which will assist in boosting the
performance and productivity. Along with this it assist in increasing the brand image in the
market at both international and national level. Present report is based on Morrison which deals
in the retail sector and also perform their operational activities in a best manner (Sallis, 2014).
Morrisons promises not to adopt appropriate brands which is using by fake farm names.
By this study, it has been interpreted that how quality management helps in enhancing the sales
of business entity. For conducting the best research, managers and employees of firm have to use
appropriate tools and techniques which helps in collecting correct and actual data from primary
as well as secondary source. Current investigation is focused on the issues so that appropriate
significance can be evaluated. They have to do proper analysis which is important for the
business entity as well as consumers. There are some approaches which are used by them in
conducting best research such as research design, research philosophy, sampling and so on
(Goetsch and Davis, 2014).
1.2 Factors that contributes in the process of research project selection
Total Quality management is a systematic as well as participative approach so that proper
planning and implementation needs to done which helps in doing the improvement as well as
boosting the sales of the business entity. Managers and employees of firm should focused on the
needs and expectations of consumers, identify problems as well as promoting the decision
making process. There are five factors which assist in contributing in research includes that all
the employees understanding of the policies which are associated with TQM as it assist in
attaining the goals and objectives. Another factor is improvement culture of business entity
which will aid in encouraging the feedback of employees (Sadikoglu and Zehir, 2010).
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In addition to this is improvement or development in the process on a continuous process.
If they want to increase their sales then they have to adopt appropriate policies, controls along
with the procedure which is established by administration. For increasing the productivity, more
efforts should be put. Another factor is that they have to put focus on requirements of consumers
and according to that Morrisons have to deliver products and services so that targets can be
achieved. It is necessary to fulfil needs and wants as it help them in survival in the market for a
long term (Bergman and Klefsjö, 2010).
1.3 Literature Review
There are so many business entities who establish their goals so that success cam be
attain in the competitiveness among their rivalries. Employees of Morrisons should adopt Total
Quality management concept which will help in improving the performance and productivity so
that brand image can be improved (Vanichchinchai and Igel, 2011). Managers and employees
have to use appropriate sources whether it is primary or secondary so that gaps among past as
well as present research should be identified. This will helps in attaining the success in the
effective manner. In the literature review, views of different authors should be included on the
topic or concept.
Concept of Total Quality Management
TQM refers to the approach which is related to management and it helps in attaining
success for long term and on the basis of that they can provide consumers satisfaction. According
to Khanna, Sharma and Laroiya, (2011), it has been analysed that when the employees of
Morrisons implementing Total Quality Management then it will helps in participating staff
members in improving processes, services, products along with the culture in which they are
doing the work. Employees have to put more efforts so that management along with the
employers which will assist in ensuring the long term success in terms of consumer loyalty as
well as satisfaction of business entity. As per the views of Idris, (2011), it has been depicted that
total quality management is a philosophy which assist in integrating the different functions of
business entity so that they can focus on fulfilling the consumer needs along with the objectives
of organization. It is a foundation of different activities such as commitment done by the senior
management as well as employees, meeting the needs and wants of consumers. Along with this
they have to reduce the time for improvement and cost of service as well as products should be
decreased.
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Factors affecting sales level of Morrisons
As per the point of view Madu, (2012), it has been analysed that there are different
factors which having a affect on the sales of business entity. The main factor is economic factor
which includes the nature as well as direction of national economy in which company is doing
the business. The managers and staff members have to consider the availability of credit as well
as amount of income which is disposable in nature in the market. Another factor is social beliefs
and attitudes as it helps in providing response to different stimuli in the unique ways. It includes
general culture as well as education which helps in increasing the productivity. They are having a
demand for certain style of clothing, technological device etc. so that targets can be achieved.
According to Al-Swidi and Mahmood, (2012), it has been depicted that politics includes the legal
as well as regulatory issues so that they can put proper control on the industries. There are
several issues which they can face includes anti-trust law, taxes, wages as well different activities
related to government so that they can design the different classes for the community. As per the
point of view Talib, Rahman and Qureshi, (2012), it has been analysed that technology is also a
factor which having a adverse impact on the sales of business entity which helps in improving
the exponential rate.
Impact of Total Quality Management on the sales of Morrisons
According to Jurow and Barnard, (2013), it has been analysed that they have to use total
quality management so that targets can be attained. If this approach assist in facilitating and
managing the suppliers relationship so that they become successful in fulfilling the expectations.
As per the point of view Oakland and Morris, (2013), it has been concluded that when managers
and employees of Morrisons providing the best products and services to consumers then this will
help in attracting large number of consumers and on the basis of that targets can be easily
achieved. Along with this sales of the business entity will increased. They have to maintain the
quality of merchandise which will aid in reaping goals and objectives.
1.4 Research project specification
Aim: To investigate the impact of Total Quality Management on the overall sales of
business entity: A case study on Morrisons.
Research objectives: There are some research objectives are:
 To identify the effectiveness of Total Quality management (TQM) which is adopted by
Morrisons.
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 To determine the current sales of business entity.
 To evaluate the impact of TQM on sales of the firm.
 To recommend some approaches to Morrisons so that they can increase their sales level.
Research Questions: Some questions for research includes:
Q1. How TQM is effective for an business entity?
Q2. What is the current sales level of Morrisons?
Q3. What will be the impact of Total Quality management on sales?
Q4. What are the ways by which Morrisons can increase their sales level?
Research Methodology
It is a process which can be used by the researcher so that all goals and objectives can be
accomplished in the effective manner. By adopting different methodologies, questions based on
research may be resolved so that impact of Total Quality Management having a impact on the
sales of the Morrisons. Some approaches or techniques includes:
Research design: There are different type of research design which the researcher can
adopt for investigation so that sales level of Morrisons can improved. Different techniques
includes descriptive, correlation as well as explanatory. In this research, researcher should adopt
descriptive design technique.
Research approach: It is divided into two parts which includes inductive as well as
deductive. In this research, researcher used inductive approach which helps in developing the
theories by observation.
Research philosophy: There are two philosophy includes interpretivism and positivism
which are used by researcher to do best research. In this interpretivism philosophy should be
used (Talib, Rahman and Qureshi, 2011).
Data collection technique: The data can be collected from the different sources which
includes primary as well as secondary source. For doing the investigation, researcher should use
primary source then they can collect information by preparing questionnaire so that all views can
analysed.
Sampling technique: In this, researcher should adopt random sampling technique so that
actual information of data can be gathered.
Data analysis: In current project, qualitative analysis technique should used and in this
thematic analysis needs to be used and on the basis of that graphs can be made (Kr Singh, 2011).
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1.5 Gantt Chart
Manager of Morrisons should prepared or set a plan according to the various activities
along with the time in which they have to complete. In Gantt chart, these activities are presented
into graphical manner, so that all objectives and activities should managed and accomplished on
a appropriate time. In the given and specific deadline, work should be completed so that they
cannot face any obstacle in attaining objectives.
TASK 2
2.1 Research resources
For doing the best research, they have to use appropriate sources which will helps in
collecting or gathering the best data so that they can implement that and on the basis of that
targets can be attained. When they collect appropriate data every time then reliability should be
ensured in an effective and efficient way. Primary as well as secondary sources helps in
gathering actual information. Primary sources are those which helps in gathering the information
that should be conducted in the market area and it includes questionnaire, interview, focus group
etc. While conducting the interview, they have to include some questions which can filled up by
employees (Total Quality Management (TQM), 2017). When they are using the interview
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approach then they have to do face to face interaction and this was performed among the
interviewer as well as interviewee (Sallis, 2014). Another approach is observation in which they
have to make the decisions so that they can observe the activities which are performed by the
individuals.
When researcher should prepare appropriate questionnaire and in this both open ended as
well as close ended questions needs to be prepared and this were asked to the employees. They
have to collect the information from secondary sources which includes books, articles, journals
etc. When they are collecting relevant data or information, research questions should be resolved
in a proper and appropriate manner. While conducting the research, researcher should analyse
the views, ideas along with the suggestions so that other individuals should be satisfied. They
can collect data online so that they can identify and analyse the sale of Morrisons among their
rivalries (Goetsch and Davis, 2014).
2.2 Research investigation
The manager of business entity have to do effective investigation on the basis of
questionnaire by asking some questions to the employees of firm. By this, manager can carry out
proper analysis in an effective manner. In the way, reliability and validity should ensured and on
the basis of that objectives can be attain. The sample size is 20 and the survey should be
conducted on staff members of Morrisons. Questionnaire includes:
Questionnaire
Name:
Age:
Gender:
Designation:
Q1. Does Morrisons applying Total quality management?
 Yes
 No
Q2. Do you think Total Quality Management helps in improving or boosting the work
efficiency of staff members?
 Yes
 No
Q3. Are you aware about the importance of total quality management, which having an adverse
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effect on sales of firm?
 Yes
 No
Q4. Staff members should kept updated with the changes in the job skills and designs?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly Disagree
Q5. How many people are included in the quality circle?
 Below 10
 Above 10
 Above 15
Q6. How frequently business entity conducts the meeting for quality circle?
 Weekly
 Monthly
 Yearly
Q7. Any recommendations or suggestions to Morrisons so that they can improve their sales?
2.3 Record and collect data
The data may be recorded in a effective and efficient manner so that proper interpretation
can be perform. They have to make appropriate frequency table so that staff members towards a
particular question.
Does Morrisons applying Total quality management? Frequency
Yes 14
No 6
Do you think Total Quality Management helps in improving or
boosting the work efficiency of staff members?
Frequency
Yes 15
No 5
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Are you aware about the importance of total quality
management, which having an adverse effect on sales of firm?
Frequency
Yes 12
No 8
Staff members should kept updated with the changes in the job
skills and designs?
Frequency
Strongly Agree 10
Agree 4
Neutral 0
Disagree 4
Strongly Disagree 2
How many people are included in the quality circle? Frequency
Below 10 5
Above 10 7
Above 15 8
How frequently business entity conducts the meeting for quality
circle?
Frequency
Weekly 5
Monthly 9
Yearly 6
TASK 3
3.1 Research evaluation technique
For doing the research, qualitative and quantitative technique should be used. These are
the research technique for evaluation which will assist in doing effective analysis in a effective
manner. Some other techniques which they can use for the research is summative or formative.
In the formative technique, feedback can be taken from the individuals but on the continuous
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process but in summative approach review should be measured after completing the research. In
the current research project, summative approach should be used by manager of Morrisons which
will beneficial to them in attaining the goals and objectives in the proficient manner (The Impact
of the Organizational Culture on the Implementation of TQM Programs, 2017). Formative
analysis should adopt by them and from this existing performance should be improved and by
using summative technique and than data can be gathered or collected by using different sources
so that performance will be improved. By using these techniques, managers of Morrisons can
identify and analyse different factors which having an adverse impact on the sales of business
entity as well as brand image of Morrisons.
3.2 Data Analysis
The information as well as data should be evaluated on a appropriate manner by using
thematic approach in which themes should prepared by the response of the employees of
Morrisons. In this graphs should be prepared so that appropriate interpretation can be done on a
effective and efficient manner.
Theme 1: Morrisons apply total quality management
Findings: There are approx. 14 respondents who are in favour with that Morrisons should
apply total quality management which help in increasing the sales. 6 are not agree with the
statement.
Theme 2: Total quality management helps in boosting the work efficiency of employees.
9
14
6
Yes
No

Findings: By conducting the research, it has been found that 15 employees are in favour
with the statement that is total quality management helps in increasing the work efficiency of
staff members.
Theme 3: TQM having an adverse impact on the sales of Morrisons.
Findings: By doing the research, it has been find that total quality management having an
adverse impact on the sales of Morrisons and from this statement 12 respondents are agree but
there 8 individuals who are not agree with this.
Theme 4: Staff members should kept updated with the changes in the skills and designs.
10
15
5
Yes
No
12
8
Yes
No

Findings: In the business entity, staff members should always remain updated with the
changes which are done in Morrisons whether in terms of skills along with the designs. From this
statement, after research it has been analyse that 10 person are strongly agree with this. Along
with this 4 individuals are agree but there are 4 respondents who are disagree with the statement.
Along with this 2 individuals are strongly disagree with this.
Theme 5: Above 15 are included in quality circle.
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Strongly Agree Agree Neutral Disagree Strongly Disagree
0
1
2
3
4
5
6
7
8
9
10
10
4
0
4
2
Column E
5
7
8
Below 10
Above 10
Above 15

Findings: After research it has been analysed that above 8 respondents are support with
the statement that is above 15, person should be involved in the quality circle. 7 are in support
with above 10. But 5 respondents are in support with the below 10.
Theme 6: On a monthly basis, meetings should be conduct for quality circle.
Findings: When the managers of Morrisons conduct the meeting for the quality circle, it
should be on a monthly basis and from this statement 9 respondents are agree. But when they
conduct meeting on a yearly basis then only 6 person are agree with that and 5 person are support
on conduct meeting on a weekly basis.
3.3 Recommendations
From the above findings along with the analysis, it can be articulated that total quality
management having an adverse impact on the business entity whether it is positive or negative.
There are some recommendations or suggestions which needs to be implement or follow by
managers of Morrisons so that they cannot face any obstacles in boosting their sales and also in
attaining competitive advantages. Some recommendation includes:
 The manager of Morrison should follow appropriate rules and regulations as well as
policies which are related to total quality and that are prepared by regulatory bodies.
 They have to federal agencies should adopt the systems so that they can measure the
quality by putting more efforts and this helps in decreasing the cost.
 TQM should focus on the quantitative and qualitative measurements will foster the
changes as well as provide information for positive improvements which will be effected.
12
5
9
6
Weekly
Monthly
Yearly

 They have to use appropriate quality facilities which will helps in enhancing the safety,
productivity along with the quality of life so that appropriate goals and objectives can be
attained.
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REFERENCES
Books and Journals
Al-Swidi, A.K. and Mahmood, R., 2012. Total quality management, entrepreneurial orientation
and organizational performance: The role of organizational culture. African Journal of
Business Management. 6(13). p.4717.
Bergman, B. and Klefsjö, B., 2010. Quality from customer needs to customer satisfaction.
Studentlitteratur AB.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Idris, F., 2011. Total quality management (TQM) and sustainable company performances:
Examining the relationship in Malaysian firms. International Journal of Business and
Society. 12(1). p.31.
Jurow, S. and Barnard, S., 2013. Integrating total quality management in a library setting.
Routledge.
Khanna, H.K., Sharma, D.D. and Laroiya, S.C., 2011. Identifying and ranking critical success
factors for implementation of total quality management in the Indian manufacturing
industry using TOPSIS. Asian Journal on Quality. 12(1). pp.124-138.
Kr Singh, R., 2011. Analyzing the interaction of factors for success of total quality management
in SMEs. Asian Journal on Quality. 12(1). pp.6-19.
Madu, C. ed., 2012. Handbook of total quality management. Springer Science & Business
Media.
Oakland, J.S. and Morris, P., 2013. Total quality management: a pictorial guide for managers.
Routledge.
Sadikoglu, E. and Zehir, C., 2010. Investigating the effects of innovation and employee
performance on the relationship between total quality management practices and firm
performance: An empirical study of Turkish firms. International journal of production
economics. 127(1). pp.13-26.
Sallis, E., 2014. Total quality management in education. Routledge.
Talib, F., Rahman, Z. and Qureshi, M.N., 2011. Assessing the awareness of total quality
management in Indian service industries: An empirical investigation. Asian Journal on
Quality. 12(3). pp.228-243.
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Talib, F., Rahman, Z. and Qureshi, M.N., 2012. Total quality management in service sector: a
literature review. International Journal of Business Innovation and Research. 6(3).
pp.259-301.
Vanichchinchai, A. and Igel, B., 2011. The impact of total quality management on supply chain
management and firm's supply performance. International Journal of Production
Research. 49(11). pp.3405-3424.
Online
Total Quality Management (TQM). 2017. [Online]. Available through:
<https://www.britannica.com/topic/Total-Quality-Management>. [Accessed on 21st
August 2017].
The Impact of the Organizational Culture on the Implementation of TQM Programs. 2017.
[Online]. Available through: <http://ieeexplore.ieee.org/document/4609862/?
reload=true>. [Accessed on 21st August 2017].
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