quarta-feira, 5 de setembro de 2012
Competitive Quality - Creating value with quality
Want to be ahead of the other business? Conquer new markets and retain customers? So here's a tip. David A. Garvin holds a Ph.D. in economics from MIT (Massachusetts Institute of Technology) and professor at Harvard Business School. In the book Managing Quality (Managing Quality), contributed to a strategic view of quality. The quality factor is purchasing decisions by customers and use quality as a competitive advantage can be a powerful tool for winning and retaining market.
It is important to note that companies must meet the requirements specified by customers, ie, the favorable performance should take place where the importance is greater. Offer more than the customer needs is not smart, makes the product more expensive, the ideal is to provide what he really needs, with the expected quality.
This is a strategy different from the competition costs, we see mostly in retail, where the requirements are for the background. In the competition for quality is important to identify the market needs to act strategically efficient.
David A. Garvin presented these eight dimensions of quality:
1 - Performance - the main features of a product;
2 - Feature - the extra features that supplement the performance;
3 - Reliability - indicates the frequency at which the product is out of operation;
4 - Conformance - indicates how much a product approaches its specification;
5 - Durability - lifetime of the product, the resistance to wear, frequency of maintenance;
6 - Serviceability - ease and cost of maintenance;
7 - Aesthetics - are the features on the look and feel;
8 - Perceived quality - the feeling and the way the customer is treated. For example, the courtesy, the service polite.
I understand each and the needs of your customer as well as the performance of competitors in the market, it will be possible to design a more efficient strategy. Think about it for a review of its strategic planning.