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Strategic Quality and

System Management
Understanding and application of quality and systems
management in an organization

Submitted by:
Contents
Company profile..........................................................................................................................................2
Importance of effective operations management in achieving organizational objectives...........................2
Strategic management objectives............................................................................................................2
Internal control management..............................................................................................................2
Risk management................................................................................................................................2
Operations management.........................................................................................................................2
Cost......................................................................................................................................................2
Flexibility..............................................................................................................................................3
Quality.................................................................................................................................................3
The success of existing operations management processes in meeting organizations overall strategic
management objectives..............................................................................................................................3
EITC inputs...............................................................................................................................................3
Labour..................................................................................................................................................3
Equipment...........................................................................................................................................3
ETIC process.............................................................................................................................................3
Controls...............................................................................................................................................3
Resources............................................................................................................................................3
Output.....................................................................................................................................................3
Satisfied Customers.............................................................................................................................3
Product Quality....................................................................................................................................4
Pareto Principle...........................................................................................................................................4
Cost control (Control)..............................................................................................................................4
Knowledge (Resources)............................................................................................................................4
SWOT analysis..............................................................................................................................................4
Strengths.................................................................................................................................................4
Talk, surf and watch package...............................................................................................................4
Du TV+.................................................................................................................................................4
Reasonable price.................................................................................................................................4
Weakness................................................................................................................................................4
Small business units.............................................................................................................................5
Signal Problem.....................................................................................................................................5
Less customers.....................................................................................................................................5
Opportunities..........................................................................................................................................5
Lack of telecommunication companies................................................................................................5
Technology...........................................................................................................................................5
Threats.....................................................................................................................................................5
Price structure.....................................................................................................................................5
Competition.........................................................................................................................................5
Alternative pricing strategy..................................................................................................................5
Fishbone analysis.........................................................................................................................................5
Lack of Promotion....................................................................................................................................6
Lack of signal towers...............................................................................................................................6
Conclusion...................................................................................................................................................6
Bibliography.................................................................................................................................................7
Company profile
Emirates integrated telecommunications company (EITC) also knows as du is located in Abu Dhabi. The
company offers the services of internet connectivity, mobile and fixed calls to people, industries and
offices[ CITATION Abo15 \l 1033 ]. In addition, it also offers the career services to the broadcasters for
the link of satellite. EITC has a total number of 56 markets in UAE. Also, it offers its products to 3000
dealers and also has a platform for online shopping. It has also launched many platforms for
entertainment like du live, du Arena, du Forum and The du World Music Festival[ CITATION duc13 \l 1033
]. Moreover, the company has received many business awards, certifications and honors. Due to
increasing competition in the telecommunication market, EITC is trying its best to provide quality
services to the people and manage and maintain their position.

Importance of effective operations management in achieving


organizational objectives

Strategic management objectives


Strategic management objectives are the objectives that a company must accomplish in order to reach
their goals and to be successful. The objectives generally are market standing, innovation, productivity,
social responsibility and financial resources. The strategic management objectives of EITC are

Internal control management


The internal control management of EITC ensures that all the internal operations like documentation,
assets, share holders investments and proper handling of orders are carried out in proper way. The
internal management achieves the objectives in risk management, efficiency and reliability of operations
and follow up of laws and regulations.

Risk management
The company adopts to maintain the risk management as a core competency. By risk management it
reaches the goals by increasing the management of activities (both external and internal) and managing
the uncertainty or any unfavorable condition at any times.

Operations management
Operations management is defined as the operations which are carried out in planning the resources
and activities to fulfill the strategic management objectives.[ CITATION Tim14 \l 1033 ] The operations
management which are carried out in achieving the EITC Companys strategic management objectives
are

Cost
Cost is a very important organizational objective for the EITC Company as cost always varies on the
quantity of products and the type of products. It can surely affect the profit of EITC Company

Flexibility
It is another operations objective as it is very important for a company to change itself according to the
new requirements, produce products according to the various demands of the customer and provide
quality as well

Quality
Quality means that the product produced must satisfy the requirements of the customer, must be
durable and reliable. Quality is very important as it is the only factor that makes a company different
from its competitors.

The success of existing operations management processes in meeting


organizations overall strategic management objectives

On focusing on the operations management objectives of the EITC Company, I have noticed that by
providing the objectives like quality, flexibility and cost the company can easily meet the entire
management objectives. Because if the variations in cost, ability to meet new requirements and best
quality are managed in a proper, the company can easily reach its goal and objectives the operation
management system can be broken down into inputs, processes and outputs
EITC inputs
Labour
Labour is one of the inputs of the EITC Company. Labour works hard and transforms their input to satisfy
the customers.

Equipment
Equipment is another input which is very necessary because proper equipment is needed to carry out
the services like broad band network and the installation of towers.

ETIC process
Controls
1. Production control
2. Cost control

Resources
1. Materials
2. Energy
3. Knowledge

Output
Satisfied Customers
The EITC Company satisfies its customers by providing quality with the help of inputs like labour and
equipment.

Product Quality
The company provides quality products to its customers with effective control and resource
management.

Pareto Principle
By using the Pareto Principle I analyzed that the following controls and resources must be evaluated on
priority and must be selected for the overall effect[ CITATION Dun14 \l 1033 ]

Cost control (Control)


The management of cost is the key success point of any company. The cost on resources and equipment
should be managed in a proper way. The profit can also be analyzed easily by the use of effective cost
control.

Knowledge (Resources)
The people in an organization must know that what they are doing or they must have the knowledge of
the work. It is a very important factor because processes cannot be carried out in a proper way if the
people in the management team have no knowledge about the operations.
The effectiveness of the operations management system was analyzed by the SWOT and Fishbone
analysis.

SWOT analysis

Strengths
Talk, surf and watch package
The users can call anywhere in the world by using du broadband network at very low rates. They can
watch what they want and they are also given five accounts with antivirus free.

Du TV+
This feature allows the user to watch TV in HD or any other quality they want. The users can also record
their favorite program to watch them later

Reasonable price
Du offers reasonable price to both the local and global customers. This is the reason that many people
are shifting from other networks to the du network.

Weakness
Du is the telecommunication company that has some weaknesses too.

Small business units


Du Company is developed but it still has small business units

Signal Problem
The signal of the network does not read everywhere in the United Arab Emirates (UAE) yet.

Less customers
Du still has not a lot of customers because of the awareness problem. People are not aware of the
services that du is providing.

Opportunities
Lack of telecommunication companies
Due to the lack of telecommunication companies in UAE, people are using the du network too as du
offers low price and better quality[ CITATION DuS13 \l 1033 ]. It offers many packages to its customers
too.

Technology
Du Company offers better rates with better quality thus providing a better technology to the customers.
In this era, people prefer low rates for telecommunication and du company id fulfilling the demands of
people in a very good way.
Threats
Price structure
As there are only two telecommunication companies in UAE so the competition is very tough for Du
Company. The other company follows the pricing strategy of Du Company and tries to compete.

Competition
Competition is a part of every business. Du Company will have to face competition when more
telecommunication companies will enter the market. The company will have many competitors and it
will have to work harder for its success among them

Alternative pricing strategy


Due to the increased competition Du Company will have to establish another pricing structure. It is
offering low rates but something other than this should also be planned for its future success.

Fishbone analysis
The fishbone analysis was used to analyze the causes of weaknesses in the du company[ CITATION
Fis13 \l 1033 ]. The causes are

Lack of Promotion
The reason that Du Company has less customers is promotion. Promotion is very important to run the
business successfully. When the packages of the company will be advertised people will be attracted
towards it.

Lack of signal towers


The reason that the signals are not reaching everywhere is the lack of towers. The company needs to
install more signals towers at many places so that the signals may reach and people may use it.

Conclusion
The implications from my evaluations indicate that the chosen controls and resource are meeting the
strategic management objectives of the du company. As mentioned above that Risk management is one
of the strategic objectives of the company. Risk management is achieved by the efforts of labor, with the
use of appropriate equipments and the most important point is that people with the knowledge of field
can easily manage the risks that occur. The other strategic objective which is internal control
management is also achieved by the struggle of the employees and by the cost controlling process. The
costs are calculated and the record is kept to present to the higher authorities when needed. This shows
that the controls and resources chosen are fulfilling the requirements in order to carry out the processes
in achieving the objectives of strategic management.
Bibliography
About Us. (2015, June 4). Retrieved August 15, 2016, from Du Company: http://www.du.ae/about-us

Dhoul, T. (2014, April 30). What is operations management? Retrieved August 15, 2016, from Top Mba:
http://www.topmba.com/mba-programs/what-operations-management

Du SWOT analysis. (2013, September 6). Retrieved August 15, 2016, from SWOT analysis 24.com:
http://www.swotanalysis24.com/swot-d/33127-swot-analysis-du.html

du(company). (2013, May 5). Retrieved August 15, 2016, from Wikipedia:
https://en.wikipedia.org/wiki/Du_(company)

Fishbone(ishikawa) Diagram. (2013, May 4). Retrieved August 15, 2016, from ASQ: http://asq.org/learn-
about-quality/cause-analysis-tools/overview/fishbone.html

Haughey, D. (2014, June 5). Pareto analysis step by step. Retrieved August 15, 2016, from Project Smart:
https://www.projectsmart.co.uk/pareto-analysis-step-by-step.php