Total Quality Management

Answer :


Total Quality management is considered as a structured approach towards the organization management that generally seeks to improve products quality by getting continuous feedback from customer's. TQM also helps business venture to increase their customers base by giving them quality of products (Oakland, 2012). This process eventually results into increase in revenue and profitability for business enterprise. By considering the above scenario, this present report has been prepared on Baby shop stores which is children retail store and also the first business venture of the Landmark Group. Their major products are Barbie, Disney, baby bottles, breast pumps, and other baby feeding-health accessories. This present report will focus on organization products and their service quality, cost of quality and quality tools preferred by the cited business organization.

Overview of Company

Baby Shop is considered as one of the biggest retail store who develops baby products. Further. Mentioned organization serves in 19 different countries and have more than 230 stores around the globe. Apart from their physical store, they also retail around more than 10000 online products which are their major key for success. Mentioned business venture has expanded their business to UAE and opened their first store in Sharjah. Apart from it, organization has also started a campaign in order to focus on child safety and also to increase more of the awareness (Llorca and, 2010).

Cited firm having varied range in their different product categories and they focus on developing best of the products to attract the children from age 0-16 years. Further, company comes with best of the designs and shades in the clothing segment which attracts children towards that product. Moreover, the price of these products are generally negotiable and always in the budget of parents. This is the only reason why organization having that much of immense goodwill whole around the globe.

Organization products and their service quality

Baby Shop deals in the large range of products and their range starts from infant bay products to toys and clothing. Apart from it baby beds, cribs and cradles, nursing and health care, strollers and car seats, toys and books and various others. These all mentioned products comes in varied design, shapes and sizes which meets the expectations level of the customer's and provide best of the comfort to the infant and children (Worsley, Chun Wang and Hunter, 2011). Moreover, mentioned organization also have lot of expectations from their suppliers as they render good quality of raw material which helps them in increasing their revenue and productivity year by year.

The service given by the organization is also upto the mark as if any defect comes in the product from organization side then it is easily replaced within the warranty period. However, if any product is defected from customer side then it is corrected by taking a minimum charge or can be replaced by choosing the new one at lowest cost. So, it is evident that customer's is always in front foot and this is the main reason of organization for their success.

Cost of quality

In the process improvement cycle, quality cost is a mean to quantify the total cost of quality related efforts and varied deficiencies. Here, Baby Shop management decides the maximum cost which will be incurred to them in order to prepare the things. It includes various measurement and some of them have been discussed down under:

Quality planning

It is required that company must determine the quality so that they can execute the work accordingly. It acts as a base that helps mentioned organization in enhancing its overall quality.

Statistical procedure control

It is a techniques in which company set the range for acceptable level of quality and same helps in maintaining the acceptable level of quality within product. Through this, products that don’t lie in the quality range are removed.

Quality training and workforce development

Here, company offers systematic training to employees so that they can maintain the quality in work. This certainly develops the workforce to work as per quality standards.

Product-design verification

Product design need to be verified in order to ensure that it meets with standard.

Systems development and management

Based on the product and quality standard, system is developed and maintained. This aids in developing standard products and hence certainly helps in reducing cost of quality.


In Baby Shop, quality check can be done through inspection where random products are selected for the fitness. This aids in determining whether the lot is as per quality standard or not.


Testing for quality fitness is even done through which errors can be identified and same can be omitted with due care.


Checking is done for identifying the default products. It is a time consuming process and certainly incurs cost.

Setup for test or inspection

Company need to install premise where inspection of product can be done. This increases cost of operation.

Test and inspection equipment

Company even need to install necessary equipment for testing and inspection. Same need to be maintained from time to time and hence it increases overall cost of quality.

Quality audits

Baby Shop need to do audits in which daily work gets hamper. This also adds into quality cost.
Quality plays a crucial role and customers required products which are of the best quality and available to them at an affordable price.

Quality tools

Quality tools can be opt by cited firm in order to identify the problems which they are facing within the business organization and can solve the troubleshoots with best of the measures in order to improve the quality (Ghirardelli, Quinn and Sugerman, 2011). There exists 7 basic quality tools which will help mentioned organization in improving the quality. These are:

Cause and effect diagram

It identifies the major causes for problems and management take ideas and imply them within business venture.

Check sheet

Check sheet is a structured from of collecting data which can be taken into consideration for different purposes (The 7 Basic Quality Tools for Process Improvement, 2016).

Control Chart

Graphs are used for studying how things changes from one time period to the another.


This is the most common form to show the frequency distribution. This help the mentioned firm to tally the past results with the present ones.

Pareto Chart

These are made on chart in order to see that which factors are more dominating.

Scatter diagram

Here, graphs are paired in numerical data where one variable exists on each axis and focuses on developing a relationship (Francey and, 2010).


This is a technique which separate gathered data from various sources so that a unique pattern is seen.

Quality measures which organization uses

Baby Shops consider quality as their main source of revenue and they focuses on developing best of the products at an affordable price. Moreover, they majorly rely on their suppliers as they give them the best quality of products which increases their turnover and develop an immense brand image. Moreover, organization sells more than 10000 products online, so they have kept their official website simple, clean and with intuitive design. Further, all the products are beautifully presented in a detailed manner (Völkel, Kiranoglu and Fromme, 2011). Further, different categories have been developed so that it will become easier for the audience to click the desired category and choose their best of the products.

Moreover, cited roll their products from various quality checks and then present the same for the purchase. Product testing,, quality of material used, development process are all taken into the consideration.


From the above report, it is clearly inferred that the Body shop is the global company which produces products for the children and have their operations around the globe. This report also showcase that organization focuses on developing the standard of the product and therefore they move their product through different step of quality process.


  • Francey, M. and, 2010. New insights into the quality of urban storm water in South Eastern Australia. Journal of Environmental Engineering.
  • Ghirardelli, A., Quinn, V. and Sugerman, S., 2011. Reliability of a retail food store survey and development of an accompanying retail scoring system to communicate survey findings and identify vendors for healthful food and marketing initiatives. Journal of nutrition education and behavior.
  • Llorca, M. and, 2010. Infant exposure of perfluorinated compounds: levels in breast milk and commercial baby food. Environment international.
  • Oakland, J.S., 2012. Oakland on quality management. Routledge.
  • Völkel, W., Kiranoglu, M. and Fromme, H., 2011. Determination of free and total bisphenol A in urine of infants. Environmental research.
  • Worsley, T., Chun Wang, W. and Hunter, W., 2011. Baby boomers' reasons for choosing specific food shops. International Journal of Retail & Distribution Management.
  • The 7 Basic Quality Tools for Process Improvement.
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