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What Are The Types Of Quality Control Marketing Essay

Producing and deliver high quality goods or service is crucial for any businesses. No consumers would buy poor quality goods or pay to experience low quality service. However most consumers have a hard time defining quality. For examples every consumers have different judgment on the quality of the sports costume of Nike. Some may said Nike quality is preferable to Reebok yet others may disagree. So till today quality does not have any single general definition (Reid & Sanders, 2005). Some may view quality as performance to specifications while others notice as achieving the customer's needs or fulfilling the customer (Reid & Sanders, 2005). In keeping, there are always a series of quality to establish quality that are (1) conformance to specifications, (2) fitness for use, (3) value for price paid, (4) support services and (5) subconscious standards (Reid & Sanders, 2005).

Conformance to specifications

Measures how well the product or service complies with the focuses on and tolerances dependant on its designers.

Fitness for use

Focuses on how well the product can be performs its planned function or use.

Value for price paid

Is a meaning of quality that consumers often use for product or service usefulness? This is the only explanation that combines economics with consumer standards; it assumes that this is of quality is price hypersensitive.

Support services provided

Are often the way the quality of something or service is judged. Quality will not apply and then the product or service itself but also pertains to the people, processes, and organizational environment associated with it.

Psychological criteria

Is a subjective meaning that focuses on the judgmental evaluation of what constitutes service or product quality. Different facets donate to the evaluation, such as the atmosphere of the surroundings or the identified reputation of the merchandise.

Quality Management

Quality management defines as an work of overseeing all activities and responsibilities needed to maintain a desired degree of excellence. This includes creating and applying quality planning and assurance, as well as quality control and quality improvement (Investopedia, 2012). Generally customers always want promises about the grade of the merchandise and services that they intent to cover. Companies are always looking for options to gain a market advantages over competitors (Rijn, 2004). Enhancing the quality of their products is one option they explore to get confidence of potential buyers (Rijn, 2004).

Figure 1: Four Main The different parts of Quality Management (Downing, 2012)

Quality Planning

Determines which quality requirements are necessary and provides guidance to stakeholders about how quality management will be performed on the project.

Quality Assurance

Quality reviews are an integral tool for quality guarantee but may be used for quality control. The way they'll be conducted will be lay out in the Quality Plan.

Quality Control

Quality control consists of inspection, assessment and quality dimension verifies that the jobs deliverables conform to specs, is fit for purpose and meet stakeholder's targets.

Quality Improvement

There may be opportunities to boost management processes during the life of the task or information that helps the management of future assignments.

Quality Control

Quality Control Cycle

Figure 2: Quality Control Cycle (JEM, 2011; Reid & Sanders, 2005)

Plan - First step, managers must measure the current process and make programs based on any problems they finding order to plan how to do to next job.

Do - The next step in the routine is to get the job done. During the implementation process managers should report all changes made and collect data for evaluation.

Check - The 3rd step is to check on the end result (service or product). The result is checked to see if the meet the features and functions set up in the program stage.

Act - The final period of the pattern is to act to change or rectify if needed. The best way to make this happen is to talk the results to other members in the business and then put into action the new process if it has been successful. The next thing is to plan again and continue evaluating the process, planning, and duplicating the pattern again.

What will be the types of quality control? (Loremate, 2012; Naidu et al, 2006)


Is the most frequent approach to attaining standardization, uniformity and quality of craftsmanship. It helps to regulate quality, reduces developing costs, eliminate scrap losses and assignable factors behind defective work. The goal of inspection to tell apart good items from bad portions and rate quality of product.

Statistical Quality Control

A Quality control system performs inspection, assessment and analysis to conclude whether the quality of every product is really as per laid quality standard or not to control quality or to solve quality control problem.

Quality of Conformance

Reflect the needs of fitness for use, and products must validate to the design. Higher quality of conformance can be attained with an associated decrease in cost.

What Are the Benefits of a Quality Control? (Loremate, 2012)

Builds an information system for improving quality and lowering the cost.

Reduction in scrap materials and products.

Promotes quality awareness.

Increased development under the finest conditions.

Reduce customer claims.

NIKE's Quality Control Involvement

Nike is more popular as the marketplace innovator in the athletics attire industry (Stonehouse & Minocha, 2008). Being one of the world's leading sport attire suppliers of shoes and apparels, Nike pay a great deal of attention in its quality. Nike is using staff member empowerment and provider monitoring strategy to ensure its quality (Locke, 2002).


Nike's Assemblage Line

High Quality Products

Quality inspection, conducted by Nike's before enter assemblage line

Worker Empowerment:-

- Skills and Abilities

- Quality Improvement

High quality Nike products being produced

Figure 3: Quality Control Process of Nike. (Locke, 2002; Nike, 2012)

Nike has pressed its suppliers to obey specifications through increased monitoring and inspection work in order to boost its quality (Locke, 2002). For instant all potential Nike suppliers must undertake an excellent inspection, conducted by Nike's own development personnel to see if the suppliers meet Nike's expectations (Locke, 2002). Besides that, Nike's strategy in worker empowerment is presenting factory workers the abilities and abilities needed to manage production and immediately addresses issues as they happen, such as quality or process advancements in assembly lines (Nike, 2012). These changes put decisions closer to the staff member, and need a advanced of support to ensure they have got the skills and self confidence to constantly produce quality products. Nike is convinced suppliers inspection and staff member empowerment will provide opportunities for personnel to increase their skills and contribute to constant quality improvement (Nike 2012).

Recommendation for Nike's Quality Control

In this task I would like to recommend that Nike shall have a more complete quality control process in their assemblage line. The quality control that Nike's established such as suppliers inspection and worker empowerment aren't complete. Shape 4 below shows a clearer picture of how a quality control circuit shall take place.

Goods and Material From Suppliers

Quality Inspection

assembly line

Adopted Statistical Quality Control Method in Production.

Finished Goods

Using Quality of Conformance to check fitness and products validate to design


Plan and reevaluate the product quality control cycle to boost every phases of the procedure.

Customer feedback

Received from customer for quality improvement


Figure 4: Recommended Quality Control Pattern to Nike

Step 1: Quality Control Planning

Is the first rung on the ladder of every quality control circuit. Nike shall plan and decide the quality stages, methods and tools will be including in the product quality control cycles.

Step 2: Goods and Materials from Suppliers-

Shall be inspected by using a quality inspection method before joining the assembly series.

Step 3: Set up Line

Is the crucial place to produce a quality product. It is recommended to adopt a good quality approach such as Statistical Quality Control to further conduct inspection, testing and evaluation quality of every product and reject the defected one.

Step 4: Finished Goods

Shall undertake Quality of Conformance to test the fitness of use and products must verify to primary design before deliver to customers.

Step5: Customer Feedback

About the quality is important to further increase the quality of the product. Then Nike shall plan again and continue evaluating the quality control circuit for better quality.


As the market innovator in the sports activities apparel industry, Nike has the consumer pressure to ensure goods quality products as consumers' expectation are high towards the first choice. Practice quality control and consistently improving quality able to gain market benefit and gain assurance of audience. Although quality is important but Nike shall not forgo other management procedure such as brand management and customer satisfaction. Having good quality is inadequate to sell something but a good branding and customer service would give further gain in market benefit to Nike. In a nutshell, continuous bettering quality and pay attention to your visitors and developing a good branding strategy is the best key mixture to bring Nike for a greater success.

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