Quality management assignment 2

Therefore, Mattel should make the survey for both user and non-user to determine customers’ requirement for improving the quality products.. Table 2: Benefits of non-user survey to Matte

Table of Contents

3.1 Explain how quality management can be measured 2

3.1.1 Benchmarking 2

3.1.2 Emphasis of approaches - Statistical Process Control 2

3.1.3 Comparison with past performance 3

3.2 Evaluate the benefit of user and non-user surveys in determining customer needs 4

3.2.1 Users survey 4

3.2.2 Non - user survey 5

3.2.3 Conclusion 6

3.3 The methods of consultation employed in one quality scheme to encourage participation by under-represented groups 6

3.3.1 Definition of Underrepresented group 6

3.3.2 Methods of consultation employed to encourage the participation for underrepresented group 7

3.4 Identify the value of complaint procedures and analyses how they may be used to improve quality 9

3.4.1 Definition 9

3.4.2 Mattel customers’ complaint procedures flow chart 9

3.4.3 The value of Mattel customer’s complaint procedures 9

3.4.4 Mattel use complaint procedure to improve quality 10

4.1 The role of self-assessment in order to determine an organizations’ current state of health 11

4.1.1 Definition 11

4.1.2 Role of self-assessment 11

4.2.1 Communication 12

4.2.2 Record keeping 15

4.3.1 Definition 15

4.3.2 A scene situation in Mattel 15

4.3.3 Staff consultation flow chart 16

4.3.5 Benefit of staff consultation guideline for Mattel 18

4.4 New systems or modifications to existing systems that could improve service quality 18

REFERENCES 20

3.1 Explain how quality management can be measured

In order to exist in competitive market, any business need apply some methods to measurequality for identifying what need to improve in their products For Mattel, they can apply 3methods as follows:

By using benchmarking, Mattel can compare their products with products of strongcompetitors such as Hasbro, Lego According to rank of Climate Counts about “Safetytoys and children’s equipment”, Mattel’s points (32 points) only lower than that ofHasbro (73 points) while higher than many companies in the same industry [ CITATION cli13 \l 1033 ] It shows that quality of Mattel products is quite good but not the best

 Mattel can realize the good practices of Hasbro It requires Mattel need to find out whyHasbro is assessed the best in toy industry to find the ways of closing the gaps inproducts Therefore, Mattel can improve the quality of their products better

3.1.2 Emphasis of approaches - Statistical Process Control

Statistical process control (SPC) is used to evaluate process output to decide if a process

is “in control” or if corrective action is needed There are many tools of SPC such asPareto Analysis, Scatter Diagram, and Statistical Control Charts [ CITATION Wil \l 1033 ]

Mattel may use Statistical Control Charts to monitor number of defects in each

manufacturing group Assuming that Mattel have 6 manufacturing groups and Mattelallowed only 10 defective points within 50 products in each manufacturing group,Mattel receive result as follows:

Group 10 Group 2 Group 3 Group 4 Group 5 Group 6 5

10 15 20 25 30

Figure 1: Control chart about numbers of defect in Mattel product

 See the chart above, Mattel can easily see that the defects inside each group is almosthigher than standard Therefore, it requires Mattel find out the reason why the number

of defects is over the control such as bad training, stress of employees or machinebreakdown  Mattel will have solution to solve it such as upgrade technology,

training employee, create good environment during working time for employee

3.1.3 Comparison with past performance

Comparison with past performance is one of the effective ways to measure the quality.Based on evaluating past performance, the managers can assess current performancewhether are good or not for establishing plans, innovative strategy to improve it better

in the future

Figure 2: Statistics of Mattel’s sales in 2012 [ CITATION Mat12 \l 1033 ]

The chart shows that sales of Mattel decreased significantly in 2008 Decreasing sales

in 2008 derived from product recall in 2007 because it could pose a danger to children.

Mattel toys do not meet requirement about quality In that period, Mattel tried to gaincustomer trust back by providing information about what toys are being recalled, where

to bring recalled toys, and what Mattel’s three-point check system on the first page of

their websites for insuring that all their toys are safe for children …Therefore, sales in

2009 started increasing back

 From identifying past performance, Mattel can easy to recognize that safety is an

important element which they need to focus more to meet customer requirement and

create higher performance in the future

In conclusion, there are many different methods to measure the quality Therefore, the more

methods Mattel use to measure the product quality, the higher quality the company can

achieve

3.2 Evaluate the benefit of user and non-user surveys in determining customer needs

Understanding needs of user or non-user plays an important role in developing business

Therefore, Mattel should make the survey for both user and non-user to determine

customers’ requirement for improving the quality products

3.2.1 Users survey

Users are people who use products or services of the company Thus, a user survey

“looks at a sample of the population of actual users of a product, system, or services”

[ CITATION JcF13 \l 1033 ] Mattel can use CRM tools such as telephone, email survey,

internet survey, directly interaction to take survey and gather survey result from users

Collecting information from user survey brings many benefits for Mattel:

- Obtain information about users to identify current and potential market, identify

consumer preferences and habits to customize products and services

- Continuous improving products quality based on understanding actual strength and

weaknesses of their products

- Enhance the relationship with customers for building beautiful corporate image

The information of users is gathered as follows:

Types of

Profile of users - What’s your gender?

- What’s your job?

- What’s your monthly income?

- How many children do youhave?

Divide customers into different groups(demographic segmentation)  make aplan to adjust products to satisfydifferent need of different group

Purchase regularly - How often do you buy Mattel’s

products?

- What types of product haveyou ever/never purchased inMattel?

Mattel will know purchasing habits andpurchasing power of customers andkinds of products which attractcustomers the most  Identify the mostpotential customers and best products tofocus more

Identify level of satisfaction aboutproducts as well as actual strength andweaknesses of products to continuousdevelop strength and correct defects ofMattel toys for meeting customerrequirements better

Table 1: Benefit of user survey to Mattel

3.2.2 Non - user survey

Non-user survey is “a considered as a test of the expectations of those community

members who haven’t used the service” [ CITATION Anond9 \l 1033 ] There are 2 kinds of

non-users:

 Person who has never used products/ services of company before: Doing survey

is to identify why respondents do not choose Mattel products  Mattel can know

their weaknesses to overcome and create innovative products, new strategies to

attract their attention based on their needs

and services: Objectives of non-user surveys is to understand why the respondents

stop using Mattel toys for finding out the way to get them back

The information of non-users is gathered as follows:

Types of

Profile of

non-users

- What’s your gender?

- What’s your job?

- What’s your monthlyincome?

- Do you have children?

- What’s your contactinformation?

- Identify ability to buy Mattel products forcommunicating with non-user to delivervaluable information (strengths comparedwith competitors) about products for them

- Identify potential people to create goodrelationship with non-users for attractingthem

Barrier to access - Have you ever heard

information about Matteltoys?

- Have you ever boughtMattel’s products?

- Why don’t you chooseMattel toys? It derived fromproduct’s features or price?

Finding out the reasons why they do notuse Mattel toys anymore or never used it togive solution:

- Give the suggestion and help non-usershave opportunities to interact directly oruse trial products of Mattel

- Correct mistakes, defect what derivedfrom Mattel toys to satisfy these people forattracting them

products/services?

recommendation for Mattel

in order to attract you?

Identify respondents’ demand about Mattelproducts or services (features, customerhotline services )  Mattel can meet theirrequirement to attract them

Table 2: Benefits of non-user survey to Mattel

3.2.3 Conclusion

In general, user and non-users survey is useful tool in order to measure the customer

satisfaction and identify their need to improve the company products effectively From

that, company can keep existing customers, attract new customers and create competitive

advantage in the market

3.3 The methods of consultation employed in one quality scheme to encourage

participation by under-represented groups

3.3.1 Definition of Underrepresented group

Under-represented groups are groups that “are typically underrepresented and

underserved and whose voices are often not included in planning or heard on

issues”[ CITATION blund \l 1033 ]

Mattel consist of two type under-represented group:

 Internal under-represented groups:

- Workers from factories in China: China is main raw material supplier of

Mattel with abundant cheap labor resources, so Mattel placed most of theirproduction factories in China However, Mattel use English for almost

business transactions which lead to language barriers  It is difficult forChinese worker can voice up, understand and receive information from themanagement In addition, they almost have low education background,therefore their ideas are often underestimated, and easy to be rejected bymanagers who have higher education level  They are afraid to express theirideas

 External under-represented groups:

- Disable customer: They are people who absence of legal capability to

perform an act  Difficult for them to purchase Mattel’s products and lack

of effective communication channel, tool for disable people to communicatedirectly with Mattel

3.3.2 Methods of consultation employed to encourage the participation for

Workers can discuss inthe small group withsimilar people (thesame education, thesame position) 

comfortable to speakout their ideas

 Members feel confident to voice up

 Exchange opinions, ideas among many people can generate new innovative ideas

 The time for discussion usually limited

 Few people can speak out their voice

 Member is affected by others

Involveme

nt of

people

Questionnai re/Survey

All the surveyquestions aboutMattel's product,efficiency of process

management aretranslated into Chinese

 It is ease for worker

 Cheap and save time

 Quick to implement

 Low response rates

 Information quality might be low and not reliable

to do the survey andgive their opinions

Continual

improveme

nt

Public meeting

All the information ofthe meeting such asinformation of Mattel

translated into Chinese

so it breaks thelanguage barrier Worker can understandand feel more confident

to speak out theiropinions

 Many people can attend

 Give publicity

to the issue

 Require skillchairing

 Activities to public speaking may dominate discussion

b) Consultant method for external under-represented groups

Mattel can use telephone survey for customers who are blind because they cannot ability to response Mattel in writing

 Quickly

 The area is not limited

 Respondents feel free to voice up

 Collect useful feedback directly from customers

 Quickly

Link can be disconnected because many people access website at the same time

Continual

improvement

Survey Postal

For customers who difficult

in walking, Mattel sent directly survey through postal to help them can receive the information and

 Many people can join so can collectthe feedback fromthe large numbers

of people

 Low respond

 High cost

feedbacks for Mattel easily.

3.4 Identify the value of complaint procedures and analyses how they may be used to improve quality

3.4.1 Definition

Complaint procedure is a prescribed method of lodging a complaint to an

institution[ CITATION Col13 \l 1033 ] In the case of Mattel, it is the process that Mattelreceive feedbacks/ complaints from their customers

3.4.2 Mattel customers’ complaint procedures flow chart

Flow chart 1: Customers’ complaint procedures

3.4.3 The value of Mattel customer’s complaint procedures

In general, complaint procedure brings many values for Mattel Corporation and it isvery important with Mattel Below are some specific values that complaint procedurebrings for Mattel Corporation

2 Letter complaint received from customer

3 Complaint put into the electronic records system and

forwarded to appropriate manager

4 Manager ensures that the email/letter is acknowledged

within 2 days

5 Manager conducts the investigation & provides a report

with recommendations to their general manager

Customer satisfied

6 The general manager provides a response to the customer

7 If the customer is not satisfied they may request the issue

be referred to the Chief Executive Officer for reviewing

Increase customer satisfaction and customer loyalty: Customer complaint procedure

helps company response for customer in the only 2 days so customer more satisfiedwith Mattel In addition, the way customers’ complaint was handled will influencecustomers’ satisfaction with company If handling customers’ problem makes themsatisfy, customer will come back and buy company’s products

Evaluate the quality of product and services: Based on the complaint of customer,

Mattel can understand the mistake and the gap in their product and services so theyknow their product and services are good, normal or not good in customers’ perception

Understanding about the ability of staff based on the way that staffs give to deal the

problem of customers, Mattel’s directors can evaluate the strengths and weaknesses ofmanagers and employees in company so it helps Mattel can use right person for eachpart of work to bring the best performance for Mattel Corporation

3.4.4 Mattel use complaint procedure to improve quality

1 Customers complete the complaint form

and send it for Mattel

Understanding what part of product or servicesthat make customer do not satisfy  fix andimprove in correct part

2 Mattel’s customer support centre received

letter complaint from customers

3 Customer support centre put complaint

into the electronic records system and

forwarded to appropriate manager

Recording helps Mattel keeps and updateinformation about need and want of customer have plan to change or improve product such asdevelop product, add new features in productthat suitable with customers’ expectation

4 Manager ensures that the email/letter is

acknowledged within 2 days

Limited time for manager to help customer willhave response in short time  improvecustomers services so increase the Mattel’sperformance and customers’ satisfaction

5 Manager conducts the investigation &

provides a report with recommendations to

deal customers’ complaint to their general

manager

More way to handle customers’ complaint,Mattel can find the best way to deal customers’problem  improve the customer service qualityand increase the level of customers’ satisfaction

6 The general manager provides a response

to the customer

Show the important of customer with company

 build the good relationship between Matteland customer so improve the performance ofcompany and gain more satisfaction and loyalty

7 If the customer is not satisfied they may

request the issue be referred to the Chief

Executive Officer for reviewing

Ensure customer will receive the best way todealing their problems  show the respect ofMattel with customer so can improve the quality

of customer services and reputation of Mattelunder customers’ perception

Table 5: Way steps of complaint procedures improve quality

In conclusion, complaint procedure is very important with a corporation It brings manyvalues for Mattel such as increase the customers’ satisfaction and customers’ loyalty evaluatethe level of product and services and helps director understand about the ability of employee.Moreover, complaint procedures are used to improve quality of Mattel’s product andservices Through the feedback of customer, Mattel can realize the weaknesses in their toyand customer services so they will change or fix these weaknesses to be suitable withcustomers need and want As a result, the quality of product and services are improved

4.1 The role of self-assessment in order to determine an organizations’ current state of health

4.1.1 Definition

According to McKay, by comprehensively reviewing the activities and performance of

an organization, Self-assessment helps organization can measure itself, identify andexamine any gap There are some methods to review an organization’s activities namely:Benchmarking, Baldrige Framework, Total Quality Management

4.1.2 Role of self-assessment

There are 3 main roles of self-assessment in Mattel: Determine strengths and

weaknesses, find out opportunities for improvement, monitor and measure the process.

Mattel has assessed the level of success they achieve as well as the failures and theirmistakes, thereby determining the strengths and weaknesses The method Mattel use

for this role is Baldrige Framework; this method develop the strengths and

eliminate the weaknesses; after that it help company launched the new strategic plan which has more effective in the future to improve the state of health of

company