1. Product, Branding and Customer-Service Strategies
Pertemuan ke-15

2. Two views of Quality Traditional view:
Productivity and quality are conflicting goals
Quality is defined as conformance to specifications or standards
Quality is measured by degree of nonconformance
Quality is achieved through inspection
Some defects are allowed if the product meets minimum quality standards
Quality is a separate function and focused on evaluating production
Workers are blamed for poor quality
Supplier relationships are short term and cost oriented.

3. Two Views of Quality Total quality management view:
Productivity gains are achieved through quality improvements
Quality is conformance to correctly defined requirements satisfying user needs
Quality is measured by continuous process/product improvement and user satisfaction
Quality is determined by product design and is achieved by effective process controls
Defects are prevented through process control techniques
Quality is part of every function in all phases of the product life cycle
Management is responsible for quality
Supplier relationships are long term and quality oriented

4. Product Quality and Cost Relationship
Product quality improvement reduces cost and increases competitive advantage.
The successful adoption of a customer-driven organizational strategy is essential for improving product quality
Improving all processes of the business increases the uniformity of the products produced, reduces rework and mistakes, and reduces waste of manpower, machine time and materials usage.

5. Quality Improvement Strategy
Quality culture:
Quality improvement is the responsibility of everyone in the organization.
Essential managerial style and leadership characteristics in developing a quality oriented culture include attention to detail, complete planning, problem monitoring, high personal standards, ongoing commitment to quality improvement, responsive and participative management style and trustworthiness.

6. Managing Existing Products
Tracking product performance:
Establish product performance objectives
Develop a product evaluation system
Identify problem products
Select strategy for eliminating the problem

7. Analysis Objectives
Criteria and acceptable levels of performance for gauging product performance.
Criteria may include financial and non-financial factors
Use product life cycle analysis:
Determining the length and rate of change of the product life cycle
Identifying the current PLC stage and selecting the product strategy that corresponds to that stage
Anticipating threats and finding opportunities for altering and extending the PLC.

8. Conclusions
The importance of product quality to competing in global markets requires the development of organizational philosophy and management process for improving quality.
Evaluating a company’s existing products helps to establish priorities and guidelines for managing the product portfolio. These methods include the analysis of the product life cycle.