Total Quality Initiative

One of the philosophies mentioned in your text includes the strategy of Plan, Do, Check, and Act. Please keep this philosophy in mind when considering the information required below.

1.      Discuss the premise of TQ. Then, design a TQ initiative for a company of your choosing, outlining steps that will provide internal and external support for your initiative.

2.      Outline a plan for a team meeting with your managers, and elaborate how together you will disseminate this plan to the entire company.

3.      Evaluate the potential impact of your meeting and the launching of your TQ plan, including two (2) strengths and two (2) weaknesses of the plan.




Introduction to Total Quality 

Nineth Edition

Authors: David L. Goetsch & Stanley B. Davis



In today’s competitive business environment, organizations must take measures that are necessary to outperform their competitors in order to thrive. One way in which organizations can accomplish this is by developing total quality initiatives focused on exceeding customer satisfaction through continuous improvement of the quality of their products and services, work force, processes and environments (Luthra et al., 2021). Quality can only be defined by the customers who buy the product or use the service, and organizations must endeavor to meet and exceed customer expectations.

The Premise of Total Quality and the Design of a Total Quality Initiative for Nike

            The premise of total quality is that the quality of an organization’s products and services is the collective responsibility of all the personnel within the organization. The underlying concepts of total quality are measures, people, and processes with the customer as the central focus (Goetsch & Davis, 2021). The concept of measures emphasizes that quality must be measurable. The concept of people emphasizes that quality applies not only to products and services, but to the people involved in their production. Quality organizations look beyond the quality of their products and services, and understand that quality is built in by a work force that is continually improved and empowered. The process concept specifies that processes must be continually improved as those that are superior today may become inferior in the future.

Designing a total quality initiative for Nike, a leading producer of footwear, sports equipment, and accessories, should be focused on using creative thinking, core competencies and the application of best practices from quality experts (Soundaian, 2021). Total quality is not an individual concept but a comprehensive approach of doing business and for that reason, it should incorporate important concepts such as the Deming’s cycle (plan, do, check, act, analyze), the Juran trilo of quality planning, control, and improvement, as well as Crosby’s fourteen steps to quality improvement. By applying the Deming’s cycle to design the total quality initiative for Nike, the first step would be planning (Rieder & Lawson, 2020). This involves conducting consumer research which should identify who the customers are, as well as their needs. The second step would be producing a product that meets and exceeds customer expectations identified in the research phase. The third step would involve checking the product to ensure that it was produced in alignment with the plan (Rieder & Lawson, 2020). The fourth step would involve acting on the quality initiative by communicating the results of the plan to the entire organization, as well as marketing the product. The final step would involve analyzing the performance of the product in the market on the basis of quality, cost, and other criteria. The design of this total quality initiative would leverage partnering and strategic alliances to obtain internal and external support. This calls for cooperation between the organization and its suppliers, customers, employees, and even potential competitors whose support can be obtained through strategic alliances.

A Plan Outline for Meeting with Managers and the Dissemination Of the plan to the Entire Company

            A meeting with the management should be called in order to brief them on the requirements of the total quality initiative, obtain their commitment, and establish a timeline for implementation (Goetsh & Davis, 2021). Some key concepts that should be emphasized during such a meeting are internal and external customer focus, employee empowerment and involvement, teamwork, leadership, decision-making, and problem solving and prevention. The management’s role in the success of the total quality initiative should not be underrated (Luthra et al., 2021). The management can enhance the implementation of the quality initiative by making quality a key value in the strategic planning process, making decisions with respect to their effect on quality, incorporating quality standards in job descriptions, and discussing quality in team meetings. In addition, the team together with the management should develop appropriate ways of disseminating the plan to the entire organization by maintaining quality awareness as an important cultural issue, empowering employees, encouraging self-development, leading in strategic planning for quality, keeping the employees involved, and rewarding behaviors that nurture the quality culture (Goetsch & Davis, 2021). The steering team and the management should ascertain that every employee in the organization understands the reasons why total quality is being implemented to avoid employee resistance. This can be accomplished by communicating through newsletters, meetings, special bulletins, as well as organizing seminars and conferences.

The Potential Impact of the Meeting, Launching of the TQ plan, and the Strengths and Weaknesses of the Plan

             The meeting serves to communicate the requirements of the plan, and the expected outcome resulting in management support for the initiative (Goetsch & Davis, 2021). Management is critical in the implementation of the initiative as employees develop their sentiments concerning quality, based on management’s commitment, support and engagement in the process. Management support leads to the adoption of total quality initiatives that make a significant improvement on the ability of a company to compete.

While launching the total quality plan, several strengths and weaknesses can be identified. One of the strengths of this initiative is that it is strategically based. The strategic plan is aimed at giving an organization competitive advantage in the market (Goetsch & Davis, 2021). A total quality initiative based on the strategic plan enables a company to achieve competitive advantage owing to its high level of quality while continually improving on it. The second strength of the initiative is management commitment and support. With the support of management, the initiative can accomplish fundamental changes in quality improvement (Goetsch & Davis, 2021). This can be further attributed to management’s role in encouraging teamwork, empowering employees and involving them in decision-making, providing education and training, and applying scientific approaches to decision-making and problem-solving.

One weaknesses of the initiative is the high cost of time (Soundian, 2021). The total quality timeline may be extensive in terms of training and implementation, prior to accomplishing the desired results and benefits. It may take a significant amount of time before the desired outcomes are actually realized, which presents a challenge in a world that is continually changing. The second weakness is the assumption that all of the management will be proponents of the initiative which may not be the case. In this respect, an analysis of the opponents and proponents should be done prior to presenting the initiative in order to address the concerns raised.


            Total quality is a fundamental approach of improving the overall quality of products, services, and processes of an organization to improve its competitiveness in the market. A total quality initiative is important as it helps organization improve their overall performance through continual improvement. Organizations that hope to continue competing in today’s marketplace must thus improve continually on the quality of their products, services, processes, and environments.


Goetsch, D. L., and Davis, S. (2021). Quality management for organizational excellence: introduction to total quality. Boston: Pearson.

Rieder, L. and Lawson, R. A. (2020). Management control with integrated planning: models and implementation for sustainable coordination. Cham: Springer. 7/978-3-030-48

Soundaian, S. (2021). New dimensions of management. Darya Ganj, Delhi: MJP PUBLISHERS.

Luthra, S., Garg, D., Agarwal, A., and Mangla, S. K. (2021). Total quality management (tqm): principles methods and applications. Boca Raton, FL: CRC Press Taylor & Francis Group.

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