Application of Total Quality Management at Etisalat

Assignment Instructions

Apply the principles of one of the quality programs you have researched from your readings to a Middle Eastern organization of your choice. Include the following information in 4 page paper:
  • Background information on the organization
  • Reason why you selected the quality program for that organization
  • Ways in which the quality program may help enhance the organization’s performance

Sample Answer

Application of Total Quality Management at Etisalat

Quality management makes certain that specific services, products or organizations are consistent. Quality management comprises of varied elements, including quality enhancement, control, assurance, and planning (Brown, Hitchcock & Willard, 1994). It zeroes in on service, as well as product, quality along with how the quality is to be attained. Thus, it utilizes quality control and assurance of specific products and processes to attain constant quality. There are many programs geared towards quality enhancement in organizations (Chase, 1991; Creech, 1994). The programs include TQM (Total Quality Management). TQM is a strategy, or program, employed in management contexts to set in quality considerations in every organizational process. This paper proposes the adoption of TQM by Etisalat. Etisalat is the biggest telecommunication service provider across the United Arab Emirates. As well, it has operations in others regions, including Asia and Africa (Oxford Business Group, 2014).

Background Information on Etisalat

Etisalat, which began operations in mid-1976, is among the leading telecommunication service providers globally. Its biggest market is the UAE: where it has millions of clients. Recently, it has grown into the leading internet service provider in the market as well. It provides internet connection services to varied companies in the telecommunication industry, other businesses, and individuals according to Oxford Business Group (2014). At the moment, the company is defined by hundreds of roaming facilities worldwide.

In mid-1983, the UAE government purchased a 60% stake of Etisalat. The remaining 40% stake was floated for open-market sale. By the end of 1991, Etisalat had obtained the necessary approvals to offer unwired, as well as wired, telecommunication services across the UAE along with other nation-states. The company got licenses for the production, exportation, and importation of various sets of telecommunication equipment (Oxford Business Group, 2014). The approvals, as well as licenses, made the company operate as if it were a monopoly in the UAE. The approvals, as well as licenses, helped the government fetched considerable revenues.

As well, the approvals and licenses occasioned a business climate that allowed for the significant development of the country’s telecommunication industry. Etisalat began its international operations in 2001 by setting up operations in Islamabad. By and large, it is among the biggest firms in the UAE presently. It is the largest taxpayer in the UAE after the country’s gas and oil industry (Oxford Business Group, 2014).

Justification for Choosing Total Quality Management for Etisalat

Many companies that adopt Total Quality Management are persuaded to do so by the program’s capacity for the maximization of client satisfaction through the reduction of process errors and optimization of how the extant resources are utilized. TQM enables organizations to eliminate production errors completely at times, ensuring that clients’ expectations are all met or even exceeded. That is important, especially because the contemporary customer is keen on getting value for own money and hard to satisfy (Chase, 1991; Creech, 1994). If Etisalat adopts TQM, it will be well-placed to defeat competition by exploiting the ensuing client satisfaction and quality production competitive advantages.

Over the years, Etisalat has been keener and keener on quality management and thus the adoption of TQM should be welcomed (Oxford Business Group, 2014). The company has been keen on ensuring that persistent quality improvement defines it and addressing its challenges that are related to client contentment. Ideally, the company should adopt TQM to help advance its profitability interests, ensure that its clients are satisfied, and ensure that it registers overall growth, especially in own profits. Besides, the company needs to adopt the program to respond effectively to the changing economic milieus in which it operates by becoming more and more focused on its customers, becoming client-oriented (Chase, 1991; Creech, 1994).

As well, TQM is appropriate for Etisalat since it now focuses on enhancing its equipment’ quality to offer better services (Oxford Business Group, 2014). In the past, the company’s marketing agenda was offering specific telecommunication services or products at the lowest probable costs. Presently, it seeks to offer its clients the highest-quality services or products at the lowest probable costs. The company had registered remarkable positive results since when it started focusing on offering its clients the highest-quality services or products at the lowest probable costs (Chase, 1991; Creech, 1994). The adoption of TQM will help the company pick out any quality problems in its production processes and address them promptly.

How TQM Can Improve Etisalat’s Performance

            TQM may assist in enhancing the performance of Etisalat in varied ways as suggested by Plunkett (2008). Training enhances the capacity of staff members to deliver on specific performance targets, allows the staff members to deliver at an enhanced level. If Etisalat adopts TQM, it should make certain that each of its employees gets training that is line with his or her job’s requirements (Oxford Business Group, 2014). Even though the training will have cost implications for the company, it will reduce its operating costs substantially over time and ensure that its clients receive the products of excellent quality.

The adoption of TQM will help transform Etisalat’s working culture favorably, enhancing its performance (Oxford Business Group, 2014). TQM entails complete transformations of staff members’ working cultures. When the company adopts the program for the first time, its staff members may have challenges in adjusting to its quality requirements initially. Even then, the members will accept it gradually, enhancing the quality, hence sales, of the company’s telecommunication and internet products over time (Chase, 1991; Creech, 1994). The members will become more and more focused on attaining the company’s TQM-related quality goals, which will be aimed at building the company’s sales further (Brown, Hitchcock & Willard, 1994). The company will have a culture defined by the commitment to specific quality ideals.

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