For the company and product or service that you selected for W3 Assignment 2, respond to the following in a 3- to 4-page Microsoft Word document: •Imagining yourself to be the customer, construct a House of Quality to provide the organization with your perspectives on what the important dimensions of quality are and how well the organization is currently meeting your needs. •Develop a SPC checklist for each dimension of the product that you believe would be subject to statistical control. •Evaluate the product using the five-step plan that is associated with the Kaizen philosophy. •Determine what elements of the production and delivery of the product or service would be subject to benchmarking and describe how you would identify those organizations to which comparisons could be made in a benchmarking process.

 

 

Quality Analysis I

Darious Donegan

South University

BUS 4101

 

 

 

 

 

Company Profile: Nikon Inc.

Introduction

By centering its business on consumer electronics such as imaging products, Nikon Inc. is determined to produce products and provide technologies that are able to exceed the expectations of its customers. Focusing on contemporary opt-electronics and refined technologies, Nikon is able to produce products and provide solutions that facilitate in building a better society (Tayyab, n.d). The company does much than manufacturing binoculars and cameras. Their advanced technology is available in some of the equipments used in the manufacturing of semiconductors that are essential in producing items such as computers and smart phones.  Moreover, the technology used to manufacture their products can be found in devices that are able to detect errors in electronic gadgets.

Importance of Quality

Established in 1917, the company has over 50 groups of companies in over three continents. Since the company contributes heavily to the aviation, automotive as well as electronic industries, quality is of the utmost importance. The company is able to specialize in creating measurement devices that are defined and critical to the manufacturing process. Nikon Inc. has invested heavily to ensure that the products delivered are of high standards. Quality is very crucial in enhancing customer satisfaction, reducing production costs, setting standards and enhancing the company’s reputation. By enhancing customer satisfaction, the company has been able to retain loyal customers and achieve profitability and long-term revenue. Producing poor quality products increases production costs. Nikon Inc. has invested in quality control and conducts effective inspection on the production and operation processes, so as to bring down the cost of production.

SWOT Analysis

Strength

The company has a strong market position in the manufacturing of optical devices and development of optical lens. Diverse geographic presence has enabled the company to penetrate multiple markets so as to uphold its position as the leading manufacturing company in photographic equipments.

Weaknesses

The company’s pricing structure is extreme due to its concentration on quality. It would be more profitable for the company if it explored other options to produce less expensive products but of high quality.

Opportunities

Nikon Inc. is capable of expanding its presence globally, by embracing web technology. The company can increase its sales by utilizing online marketing options such as social media platforms.

Threats

Fierce competition from other key players such as Kodak, Sony, Canon, Olympus and Fujifilm among others is the biggest threat faced by the company. Less favorable economic conditions is another threat that impacts consumer spending.

Benchmarking

Benchmarking is the process of comparing specific products against the best within the relevant sector (Inglis, 2005). The importance of benchmarking in a company such as Nikon Inc. is that it helps in identifying performance gaps, and provides new approaches that improve performance. Benchmarking enables a company to understand in detail its own operation processes. It also compels a company to analyze other companies’ processes, so as to compare product performance. The final step in benchmarking is implementing the necessary steps required to reduce the performance gap. Conducting follow-ups by analyzing progress and evaluating the benefits will ensure that the company adopts the best approach to improve and sustain product quality.

Enhancing Quality Culture

In order for Nikon Inc. to exhibit true quality culture, it needs to commit itself to various elements such as collective shared values, leadership, and complementary incentives that recognize performance. The key strategy of enhancing quality culture is to ensure that all employees have product knowledge, they are aware of their customers and their quality expectations, and that the company has metrics able to evaluate that quality. The responsibility of creating and sustaining quality culture rests upon the leadership of an organization. This usually involves top management down to the tail end of the value stream.

Market Segmentation

Nikon is perhaps the leading manufacturer and distributor of precision equipments and imaging products. Although the primary market of Nikon products are professional photographers, the company targets other consumers such as students and amateur photographers who are normally considered secondary consumers (Nikon, 2017). Professional photographers can chose from a series of cameras such the DSLR cameras that offer high megapixel format, and have low noise sensitivity. These consumers have the benefit of capturing photos in any weather condition, thanks to the advanced tools incorporated in the cameras. With a product such as the d300s camera, consumers can enjoy long battery life and image editing feature incorporated in the camera at a fairly low price.

Recommendations

In order to meet customer needs, Nikon Inc. should introduce and implement Total Quality Management (TQM). This will ensure that all the employees including the management get involved to continuously improve production and service delivery. Total Quality Management combines both quality and management tools designed to enhance business and reduce operating costs. The TQM approach ensures that all aspects of operations are observed so as to avoid eliminate defective devices from the production line.

Another way of improving organizational quality is by forming strategic alliance. For example, Nikon Inc. can form strategic alliances with its competitors, customers and suppliers. However, this can be achieved if the company is able to define its vision and strategy in a clear manner. The management should also work hard towards developing productive relationships as well as mutual recognition of available opportunities of their partners. One of the key benefits of forming strategic alliances is to eliminate competitive threats. It also helps in creating and maintaining strategic choices formulated by the company.

 

References

Inglis, A. (2005, March). Quality Improvement, Quality Assurance, and Benchmarking: Comparing two frameworks for managing quality processes in open and distance learning. Retrieved 02 03, 2017, from http://www.irrodl.org/index.php/irrodl/article/view/221/304

Nikon. (2017). Corporate Profile. Retrieved February 03, 2017, from http://en.nikon.ca/about-nikon/corporate-profile.page

Tayyab, R. (n.d). Marketing Plan for Nikon D300S Designed for Houston, Texas. Retrieved February 03, 2017, from http://rontayyab.com/downloads/Nikon%20Marketing%20Plan.pdf