We accept

Masafi Was Set up In 1976 Business Essay

The confidence of quality is an essential aspect for just about any organization wherein strict measures are carried out for the operations as well as the merchandise of the business. The quality expectations for the particular industry are constantly being modified commensurate with environmental changes and the availability of the latest facilities on a global scenario. TQM supplies the means for examining the potency of the current quality control options implemented by an organization. Subsequently it also permits the identification of the greatest possible options for achieving the desired quality criteria. Consumer satisfaction is one of the key aspects which is given due emphasis while handling quality at the many levels in the organization. This adherence to the personal preferences of the consumers is referred to as consumer - described quality which plays an essential role in the establishment of the product quality expectations as the needs of the consumers need to be incorporated in to the quality modules (Total Quality Management).

Moreover, the consumers have their own point of view of quality which may depend on their income levels or other relevant factors. Organizations are faced with the task of figuring out and studying these changes to be able to be able to comply with the existing developments in quality perception. Another significant element of quality belief is the occurrence of consumer services and after-sales services which determine the amount to that your quality of the product or service is maintained post sales. This also displays the work of the business to ensure that the individuals are duly communicated about any queries which they may present. Hence it could be deduced that TQM is an extremely significant facet of any organization through which it is provided with the method of handling the highly competitive circumstance existing today (Total Quality Management).

Company Backdrop:

Masafi is one of the leading brands in the UAE's FMCG sector and has been recognized with being a innovator in the growing selection of its impressive product offerings. With respect to bottled mineral drinking water, Masafi has been the most sought after brand in the Gulf and the center East for more than 35 years. Even since its establishment, Masafi has always looked after strict emphasis on creativity and business excellence while determining its expansion strategy. The adherence to high quality global requirements has been the principal cause of the huge success of the organization. It has also enabled the organization to hold on to its existing consumer teams while making new consumers in keeping with its wide range of product offerings (Masafi: THE AREA).

Company History:

Masafi was established in 1976 with initial investments being created by a paid up capital of $ 5. 5 Million. Further investments made by the company have been in range with the community's gain with satisfactory importance being made on the maintenance of relationship with all the current stakeholders of the company, including companions and associates. Over time, the company has had the opportunity to establish a highly effective distribution network by means of which it's been in a position to ensure adequate way to obtain its products in keeping with the demands generated on the market. It has additionally strived to keep its equipments and technical infrastructure updated as per current standards which has enabled the business to always meet up with the current goals of the mark consumer segments (Masafi).


The eyesight of Masafi shows its adherence to offering prime products for the accomplishment of better living expectations (Masafi).


Masafi strives to provide high grade utility products by means of continuous advancement and continual product development, and subsequently strengthening its leadership in the FMCG sector (Masafi).

Strategic Targets of the business:

Masafi has described the following tactical objectives with respect to its performance in the FMCG sector:

Becoming a innovator in the FMCG industry both domestically as well as internationally.

Generating adequate understanding about the grade of Masafi's products and its own CSR initiatives.

Emphasizing on the development of the merchandise range and being a completely FMCG focused organization.

Gaining access into new markets both domestically as well as internationally.

Maintaining adequate concentrate on the communication of the merchandise innovations undertaken by the organization (Masafi).

SWOT Research:

The following is the SWOT analysis of Masafi which reveals the strength of its internal and external environment:


The company has a well established brand in the UAE as well as in the GCC region.

The current export of Masafi's products stand at 30% to 40% of the company's overall trade.

Masafi has gained an enormous show of 42% in UAE's water in bottles sector which has made it a major player in this area.

The company has innovated flavored mineral water which gives a totally new product offering to the consumers (Masafi).


The company has not been able to generate preferences towards brand in the parts of Abu Dhabi and Al Ain.

The product offering is bound in conditions of food items.

The Masafi brand has a larger degree of relationship with being a mineral drinking water brand somewhat than being truly a thorough FMCG company (Masafi).


There is an enormous scope for the extension of the company's product offerings commensurate with the immense probable in the global FMCG industry.

The company could also enter into strategic alliances with other organizations that are in conformity with the business strategy of the business.

There is also a scope for obtaining sponsorships for the business's products which would be helpful in creating better awareness and visibility of the Masafi brand.

The steady and viable monetary conditions in the prospective regions provide the company with significant progress options (Masafi).


The FMCG sector is characterized by the presence of varied degrees of organizations which has resulted in the increase in the already high competition on the market.

The fixed prices of product lines in the FMCG sector helps prevent any possible efforts from being carried out to get leverage on the market with respect to the charges strategies of the companies.

'There is a substantial possibility of the company being put through negative publicity owing to poor output levels.

The existence of substitutes in addition has provided a substantial risk to the performance of Masafi's products in the market (Masafi).

Competitors of the business:

The competition of Masafi period though the local as well as the global circumstance with respect to the FMCG products, especially the bottled water segment.

Main Local Competition (WATER IN BOTTLES Segment):

Al Ain Drinking water Company



Main Global Competitors (WATER IN BOTTLES Segment):



Acqua Panna



Competitors in Other Product Lines:

Frito Lays



Competitive Strategy:

The principal competitive strategy of Masafi is to construct strong relationships with the consumers as well as the stakeholders to the company. By guaranteeing the acquisition of reviews from the consumers, the business strives to build up and keep maintaining a consumer friendly environment in the company. In this respect, Masafi guarantees the provision of prompt service to the consumers with the existence of a dedicated staff of sales professionals (Masafi).

Masafi also makes use of the promotional strategy for the consumers of the business's products in order to maximize the opportunity of awareness in the market. Nevertheless the company's decision to diversify into flavored mineral water has been the very best competitive strategy performed by the business to be able to introduce innovative products on the market (Masafi).

Competitive Advantage:

Masafi's competitive edge has been identified with the advantages of the flavored nutrient water products by the business which includes broadened this product line to include a wide variety of tastes including jasmine, strawberry, lemon and peach. Also the adherence to high quality requirements, latest equipment and effective consumer relations has been beneficial for Masafi with respect to the meaning of its competitive edge (Masafi).

Overview of Current TQM Systems:

Masafi has been recognized to adhere to high quality benchmarks and it implements strict quality handles to ensure that only the best products reach the consumers. The TQM becoming procedures at Masafi is as follows:

Masafi follows a best practice way in its quality management initiatives. It stresses on the id of potential errors before they take place along the way and this is highly beneficial in minimizing as well as preventing the presence of errors. Within these measures, the company emphasizes the utilization of proper records of all processes along with revision control to maintain the accuracy of the info from the processes. Such actions are quintessential in cost savings and applying overall quality control. For this, the company was given the ISO 9001:2008 quality recognition on 22nd July, 2008 (Quality).

The company aims to ensure that the identification, prioritization and management of environmental risks in order to adhere to the global criteria for environmental good practice. For this, the business was given the 14001:2004 quality accreditations (Masafi honored with Environmental Performance Qualification 2011, 2012).

Masafi has implemented adequate control buttons for managing food safety hazards by ensuring that the levels identified are managed within the suitable risk limits. For this reason solution, Masafi has been quality qualified with HACCP since 15ht February, 2001 (Quality).

With admiration to the drink product lines, the company has assured quality in its products by complying with the NSF beverage quality recognition programs. This qualification can be an international accreditation which is acknowledged by NSF International (Quality).

Masafi is a certified person in the Asia Middle East Bottled Water Connection (ABWA) which conducts tedious tests on the grade of the products, services and systems relative to its own model code, FDA, WHO, Codex Alimentarius Specifications, and other suitable national norms (Quality).

TQM Key points and Quality Philosophies Adopted:

Masafi has exhibited a stark adherence to the philosophies of the three experts of TQM and this is shown in the high quality levels which may have been achieved by the company. The effect of Deeming is seen in the Company's Quality Philosophies pertaining to its products which bear a significant degree of relationship to the needs and tastes of the consumers. Another area where this influence sometimes appears is in the management of romantic relationships with the shareholders that your company retains at highly effective levels. The evidence of the adoption of Deeming's quality philosophies is the provision of prompt service to the consumers with the presence of the dedicated staff of sales professionals. This commitment to the consumers and the importance directed at their feedback sorts an integral component of the practices implemented by Masafi (Quality Experts).


The above diagram depicts the string effect process as propounded by Deeming and this reflects fundamental framework behind the procedures being undertaken by Masafi (Quality Gurus).

Juran's quality philosophy highlights the inception of the Juran Trilogy which consists of quality planning, quality control and quality improvements. Masafi has been recognized to effectively adjust to environmentally friendly changes by integrating its technological as well as non complex framework in keeping with the current advancements being made in the environment. Moreover the company centers largely on the utilization of advancement in the procedures as well as its products which really is a direct end result of quality control and planning initiatives. An apt example of this is actually the identification, prioritization and management of environmental dangers which is done by Masafi to comply with the global standards for environmental good practice. The benefits of the flavored nutrient normal water products by the business has helped the company to broaden its product offerings and in addition has enabled the company to reach new consumer segments (U. ).

Crosby outlined the nonconformance nature of quality measurement where the guarantee of quality in the merchandise and / or services should be preserved at zero. There is absolutely no scope for minimal flaws in Crosby's philosophy. The company aims to do this ambitious quality target but it has not been able to achieve zero flaws in its operations (Quality Gurus).

Masafi has benefited greatly by the adoption of the philosophies and this can be seen in the fact that it had been acknowledged as the very best most brands in the drink segment and the second most popular brand in the non food FMCG category. This accreditation was received this year 2010 which further exemplifies the work of the business to keep up high amount of relevancy with the existing best practices and standards. It's the adherence to high quality expectations and continual technology which has allowed the company to become head in the FMCG sector in the region (Quality Gurus).

The barriers confronted by Masafi while employing TQM was the dedication of the quality perception of the consumers which is very hard to comply with on a regular basis. Additionally the inexperienced initiatives performed by the Emirati federal requires that the products are created in conformity with environmental coverage standards. The business's products make use of plastic for their presentation and the minimization of plastic material usage was a substantial obstacle for the implementation of TQM standards. To be able to resolve this concern, Masafi had to determine new specifications for environmental sustainability by initiating recycling promotions and ensuring little wastage of presentation material used because of its products (Masafi; Quality Gurus).

Leadership Status:

Masafi's leaders have their own command style for leading employees and group towards the expansion of enterprise. The business implemented transformational control style wherein the control was able to affect its employees for the attainment of goals and nurture them by motivating positive habits by the method of sharing organizational vision. The vision and quest of the business has been effectively communicated to all or any the stakeholders of the business as well as the employees which includes enabled them to keep the mandatory drive for innovating processes and product trends. By inculcating impressive thinking and aligning the operations in keeping with ecological preservation efforts, Masafi has been able to attain the desired levels of corporate cultural responsibility and adoption of lasting business techniques. Then impact of the management can even be observed in the continual product improvements and incorporation of the change components of the environment that happen to be undertaken in the business. This is not only beneficial for guaranteeing the maintenance and achievements of high performance levels by the business in the respected market. The command has also empowered the company to manage the stiff competition on the market which is a common event in the greatly filled FMCG sector (Masafi).

Abdul Aziz Al Ghurair is the chairman of Masafi and he emphasis on the introduction of the human resources combined with the processes of the organization by means of which high levels of excellence may be performed by the business. The product mixture is also regularly updated commensurate with the changes in consumer preferences and the dynamics of the particular marketplace. The leadership guidelines of generating change through development and ecological business routines is in line with the principles described by quality control principles. By sticking with strict control actions and quality levels, Masafi has had the opportunity to keep effective associations with the consumers and this has enabled them to effectively identify the needs of the consumers which in turn has been beneficial in the identification of the existing market tendencies. Hence the attempts of the authority undertaken by Masafi are reflective of the principles founded by quality market leaders (Chairman's Meaning).

Masafi's authority is indicative of the following aspects:

There is enough level of understanding with regards to the assignments and professional responsibilities of the employees and this helps the management to devise better strategies.

New tendencies are discovered for enabling the organization to accomplish new heights in business excellence.

A sense of ownership, accountability and ownership is inculcated in the labor force.

Adequate training and development steps are provided to the employees through that they are empowered to adhere to the constantly changing external as well as inside environment of the business (Chairman's Concept).

Employee Involvement Position:

Masafi exhibits a high level of employee involvement which has enabled the decrease in permanent costs being achieved over environmental cost mechanisms. The involvement has also been beneficial in facilitating steady, effective and effective internal businesses in the company. This adherence to environmentally friendly standards has also enabled the business to sustain favorable working environment which is quintessential in guaranteeing the presence of the required drive in its real human resource. That is reflective of the concepts used by Masafi for ensuring a highly determined workforce. The needs of the employees are duly addressed and the procedures as well as the changes are duly communicated to the employees, by means of which the employees are able to dedicate their initiatives in alignment with the aims and perspective of the business (Masafi).

Masafi has worker strength of 1000 employees who are dedicated completely into the achievement of the required levels of accomplishment. The company consistently conducts an analysis of the needs of the employees by obtaining opinions from the employees by doing discussions with the employees. The conversations also allow the employees expressing their needs in an improved manner which is highly beneficial in building training and development modules at the organization (Masafi).

Based on the findings obtained in the discussion rounds, the company means that the employees are provided with enough opportunities for commencing training and development regarding their functions and obligations in the organization. The most appropriate proof this strategy is the version of the business to environmental changes with improved performance levels being achieved after each adaptation. Additionally the involvement of the employees in the green promotions and initiatives is a primary outcome of the company's thought for the needs of the employees regarding empowerment and participation in the activities of the organization (Masafi).

The company's concentrate on the needs of the employees has a direct impact on your choice process wherein the employees are encouraged to provide their contribution through which a thorough outcome may be performed in a powerful manner. Given the short time duration for including the environmental changes in to the processes of the business, Masafi means that these implementations are done in a highly effective manner to be able to prevent the loss of leverage in the highly competitive FMCG market (Masafi: The Place).

Customer Satisfaction Position:

Being an FMCG company, Masafi's consumers include all population levels with specific segments being target individually with the company's consumer focused offerings. The main emphasis created by the company is in the bottled water segment wherein it has differentiated its focus on segments on the basis of their requirements. For instance, people associated with activities and intense physical exercise requires more than just plain drinking water to be provided to them. In keeping with this need, the company has devised vitamin supplements enriched water products in order to provide this consumer section with the require characteristics that are expected from them from a normal water product (Masafi).

For obtaining consumer responses, Masafi has carried out various communication mechanisms. By guaranteeing the acquisition of feedback from the consumers, the business strives to build up and maintain a consumer friendly environment in the company. In this regard, Masafi guarantees the provision of fast service to the consumers with the presence of a dedicated personnel of sales professionals. Aside from this, the business in addition has provided a toll free quantity that can be utilized by consumers 24 x 7 for any enquiries or correspondence which they desire to talk to the company. This number is exhibited on the business's website as well. In keeping with the growing ICT infrastructure and capabilities in your community, the company has established a feedback gateway in the form of an email id which is often utilized by consumers to communicate with the organization. The customer's feedback is obtained with different techniques such as On-Line Study, SOCIAL NETWORKING and Feedback Varieties. (The copy of the feedback medium is provided in Appendix A)

These feedbacks are highly beneficial in employing changes in the products so that they may be aligned with the needs and tastes of the consumers. It could also enable the company to get rid of possible bottlenecks in the process which would be beneficial in reducing delivery times and ensuring top quality levels to be managed in the company's procedures (Masafi).

Masafi ensures the acquisition of consumer fads by executing market analyses and assessing the feedback extracted from the consumers for ensuring that they are in conformity with current expectations and practices. Furthermore they evaluate new technologies that can be used in the business's infrastructure (Masafi).

ISO Qualification:

ISO ensures the condition of art specs for goods tactics, services which helps effective and useful working environment to companies. Masafi has been provided with ISO certification in keeping with its techniques and products. It's been accredited with the following ISO certifications:

ISO 9001:2008 quality qualifications given on 22nd July, 2008.

14001:2004 quality certifications

The steps for obtaining and ISO recognition are the following:

Establish Execution Team

Start ISO awareness Programs

Provide Training

Conduct Initial Status Survey

Create a Documented Implementation Plan

Develop Quality Management System Documentation

Document Control


Internal Quality Audit

Management Review

Continual Improvement

Certification and Registration

Pre-Assessment Audit

Source: (14 Steps to Implementing ISO 9001 Quality Management System)

The following are the benefits gained from ISO 9001 documentation:

The needs of the consumers are attained effectively and commensurate with current expectations.

Adequate opportunities are provided for increasing revenue generation.

Quality of the products / services is enhanced.

Customer satisfaction levels with products are increased.

It offers satisfactory possibilities to understand, doc and communicate company process.

It increases the development and maintenance of professional culture in the business and also grows employees' morale.

The uniformity of organizational businesses is enhanced significantly.

Emphasis is maintained on the acknowledgement of quality at international level and the achievement of business excellence.

It enables cost benefits credited to minimization of waste products, search engine optimization of the resources and upsurge in the efficiency of the overall processes (Top 10 Reasons Why You Need ISO 9001 Recognition).

Continuous Process Involvement:

Continual process improvement is the key to making sure the survival of a business in the competitive market. Products and services change with time in order to successfully meet the needs of the consumers also to be in conformity with the marketplace dynamics. Masafi can be applied three tools of quality management tools:

Six Sigma:

The six sigma tool supplies the means to decrease errors in the development process by guaranteeing the existence of just one 1 defect per million units produced by this company. Employing this tool, the company has had the opportunity achieve higher market talk about and has been able to achieve higher quality standards in the products. It really is this aspect that has empowered the company to attain the top most position among the list of organizations in the FMCG sector. This tool also empowered the introduction and maintenance of inexperienced ideas in the production process (Low fat Six Sigma: A SYNOPSIS).

The pursuing diagram presents the six sigma process followed by Masafi:

http://csqa. info/documents/six-sigma-dmaic. gif

Source: http://csqa. info/files/six-sigma-dmaic. gif

Statistical Process Control:

Statistical Process Control is the product quality control method which runs on the statistical way for the monitoring and handling process. These ensure that little wastage is incurred in the process. The benefit obtained by the business out of this tool is seen in the recycling initiatives of the business through which the product packaging materials of its products are retrieved from the market and reused to get ready new packaging utilities. This has allowed constant process improvement commensurate with the quality features necessary to be adhered (Introduction to Statistical Process Control Techniques).

The pursuing is a representation of the SPC process followed by Masafi:

http://www. moresteam. com/toolbox/pics/28. gif

Source: http://www. moresteam. com/toolbox/pics/28. gif

Total Quality Management Guide:

Total Quality Management is a set of practices put in place throughout a company that are geared to ensure the organization consistently fits or exceeds customer requirements. It enables the company to put into action quality steps not only in the operations but it are also applied to the management of production in the workplace. The advantage of this tool is seen in the manner in which the human resources are given with adequate engagement opportunities which not only provide as a feasible motivation tool but it also permits better quality to be maintained (Total Quality Management).

The following is a representation of the TQM accompanied by Masafi:

http://www. transtutors. com/Uploadfile/CMS_Images/24944_Quality%20Improvement%20Flowchart%20in%20TQM. JPG

Source: http://www. transtutors. com/Uploadfile/CMS_Images/24944_Quality%20Improvement%20Flowchart%20in%20TQM. JPG

Masafi uses SPC as the product quality measurement tool to lessen the wastage of packaging materials as well as for ensuring optimal utilization of the available resources, and subsequently contributing to ecological preservation. It uses statistical options for the monitoring and controlling process (Introduction to Statistical Process Control Techniques).

The barriers faced with admiration to the implementation of the tool are:

The insufficient availability of sufficient information on quality is one of the key obstacles to the execution of the tool.

The monitoring of the presentation materials and the extent of recycling of the materials is an exhaustive process proclaimed by the probability of problems in the data obtained (Intro to Statistical Process Control Techniques).


Masafi's adherence to high quality global specifications has been the principal reason behind the enormous success of the organization. It has also enabled the organization to retain its existing consumer categories while producing new consumers commensurate with its wide selection of product offerings. The efforts of the business to constantly develop and improve its processes is one of many undertakings of the business to guarantee the maintenance of high levels of quality not only in its products but also in its services.


Masafi should choose new programs for the improvement of quality with utilization of existing tools, system, conditions and conditions.

There should be considered a provision for the sustenance of an improvement construction for the sustainability which would inculcate the continuous processes and encourage new ideas.

Data collection should be achieved by an exclusive team developed by the management of the business for making certain the quality steps are checked in a highly effective manner.

Employee participation should be prompted in order to make sure that the productivity levels are retained relatively high as this might allow high quality benchmarks to be executed.

The quality should also be put in place in the supply chain network in order to ensure faster delivery times of the merchandise to the marketplace.

The company should devise new standards when introducing impressive products on the market commensurate with the exact features of the product.

The company should ensure the maintenance of your unbiased feedback mechanism as these feedbacks are necessary for the improvement process performed Masafi.

The data collection, evaluation and monitoring system should be computerized in order to minimize the incurrence of real human errors in the product quality confirmation process.

The strategies pertaining to the quality implementations should be modified in such a manner so that the current policies aren't drastically affected because of it.

The company should ensure that the product quality inspections are conducted by third part accreditation items as it would show you a clearer point of view of the situation.

More than 7 000 students trust us to do their work
90% of customers place more than 5 orders with us
Special price $5 /page
Check the price
for your assignment