Wednesday, October 22, 2008

Helping Zuo Rong to do her Homework ^^

v) How does the company control the quality of its output? How does it build a culture of quality in its firm? (5 marks)

The most primary way Adidas control the quality of its output will be from it's factory - quality control. In big factories, quality control is a must , there will be a few person placed in-charge of checking the end products. Whether does it all goes well , whether the button is sewn right , the sleeves are at the right place etc.

The factories make leeway for mistakes, they create extras ( usually around 5% of the total demand) , just in case some of the products were faulty or not up to satisfactory.

Building a culture of quality in it's firm is long term. It creates an image where customer feel good even with just the logo on. In the sales line these days, it is no long tied down to customer coming down and just wanting goods from you, they expect a lot more good services. Apart from just branding,having good services helps build a culture of quality.

How Adidas made it possible, they have a beautiful website made and in the website customers can feedback to Adidas how they feel about certain products. This gives their customers a control over their product to a certain extend and it adds to quality of the product. Not just the internet, in the retail store, feedback forms can be easily found near the cashier. And again this is for customers to have a certain control over the products that they have just bought but in contacts of Singapore, it is usually used as a medium to complain bad services.

Customers will not want to see copycat products, or products that look the same as another brand, mainly nike, puma etc. A copycat product will only make the customer feel skeptical towords the brand. Therefore, Adidas always try to keep their new products in secrecy and not reveal it until the date proposed. This creates beliefs that the product is not under-rated,it is new and better hence helps to create a culture of quality goods.

The new service Adidas have added to their retail shops a few months ago is a machine where customers could stand on and the machine could then tell if that person is a flat footed, or a high arch. The sales person will then recommend the customers the shoes that they can buy to suit their need. This machine adds quality into their product and firm. They show that they are not just making shoes for millions of people, but for everyone's individual needs.



Assume us as CEO Must know how to implement product and service to satisfy customer How to find weaknesses of the company? Methods: get to now how customer feeling , feedback Culture of the firm- like not revealing new designs- top secrecy. Continuous Improvement- Reducing Cost Performance measurement and feedback from customers- Indicators to do well (ahead of
10/22/2008






competitor) Steering and aligning with the changes in the market places- stay in the competition

Posted by dear benji at 1:19 AM