Quality control & quality assurance
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- Quality control & quality assurance
Features of quality control and quality assurance (AO1)
"Quality is remembered long after price is forgotten."
- Aldo Gucci (1905 - 1990), former Chairman of Gucci (1953 - 1986)
Quality means that a product is fit for purpose, i.e., the good or service meets or exceeds the needs of its customers. It is about achieving customer satisfaction. For example, quality service in a restaurant could mean a combination of:
Polite, welcoming, and knowledgeable waiting staff
Timely delivery of food and drinks
Hygiene in food preparation being of highest priority
Meals that are tasty and cooked well.
Poolside sliders that shrink in the heat are not fit-for-purpose
ATL Activity 1 (Research and Thinking skills) - Video Documentary: Rollys-Royce
Watch this 45-minute video about the importance of quality in every aspect of Rolls-Royce's operations (including the height of their trees and grass at the West Sussex showroom(!) and answer the accompanying questions.
Questions
1. What is Rolls-Royce’s intended target audience?
2. Where is the Rolls-Royce Motor Cars building located?
3. Who is the front of house manager at RR?
4. What is the first thing people see upon walking into the Rolls-Royce building?
5. Name the two founders of Rolls-Royce.
6. What does the Celestial encourage customers to do?
7. What is the average starting/base price of a Rolls-Royce car?
8. How many other cars do typical Rolls-Royce owners tend to already own?
9. How long did it take to finish the diamond stud panels on the Rolls-Royce Celestial model?
10. Which German company bought Rolls-Royce just over a decade ago?
11. What does the the CEO write to each customer who buys a new Rolls-Royce?
12. How many units/cars does Rolls-Royce produce each year?
13. What percentage of all Rolls-Royce sales are outside of Britain/abroad?
14. Which countries are the biggest buyers of Rolls-Royce cars?
15. How many diamonds are there in the Celestial car’s interior panels?
16. What is the reason behind Rolls-Royce’s Wraith model and what is its target audience?
17. Where did the Wraith debut?
18. What Rolls-Royce model has the highest base price?
19. At what event did the Celestial model debut in the Middle East?
20. State one reason why Rolls-Royce chooses a specific city to debut their new cars.
Answers
1. What is Rolls-Royce’s intended target audience?
Rich people of high-class and wealth.
2. Where is the Rolls-Royce Motor Cars building located?
Goodwood Estate, West Sussex UK
3. Who is the front of house manager at RR?
Jamie Robertson
Why is it worth adding this as a question? Remember, in the Paper 2 Section C assessment (the CUEGIS essay), students must be able to identify the views/perspectives of individual stakeholders under Assessment Criterion E: Individuals and societies).
4. What is the first thing people see upon walking into the Rolls-Royce building?
Henry Royce's quote: “Take the best that exists and make it better.”
5. Name the two founders of Rolls-Royce.
Henry Royce and Charles Rolls
6. What does the Celestial encourage customers to do?
Customise their car to their satisfaction and personal liking; uniqueness
7. What is the average starting/base price of a Rolls-Royce car?
£200,000 (around $250,000)
8. How many other cars do typical Rolls-Royce owners tend to already own?
7 to 8 other cars
9. How long did it take to finish the diamond stud panels on the Rolls-Royce Celestial model?
6 months
10. Which German company bought Rolls-Royce just over a decade ago?
BMW
11. What does the the CEO write to each customer who buys a new Rolls-Royce?
To stay true to its original tradition, corporate culture and to enhance customer loyalty - a personal touch from the CEO to each and every customer
12. How many units/cars does Rolls-Royce produce each year?
3,500 units
13. What percentage of all Rolls-Royce sales are outside of Britain/abroad?
90% of all vehicles are exported overseas
14. Which countries are the biggest buyers of Rolls-Royce cars?
China, USA, and the United Arab Emirates
15. How many diamonds are there in the Celestial car’s interior panels?
400 diamonds
16. What is the reason behind Rolls-Royce’s Wraith model and what is its target audience?
To enter new markets, such as sports and performance, aimed at younger people
17. Where did the Wraith debut?
Vienna, Austria
18. What Rolls-Royce model has the highest base price?
The Rolls-Royce Celestial - with its 400 diamonds!
19. At what event did the Celestial model debut in the Middle East?
Dubai Motor Show – an example of sales promotion and sales exhibitions as a marketing strategy
20. State one reason why Rolls-Royce chooses a specific city to debut their new cars.
Dubai and because of the growing market for luxurious vehicles
Click here for a PDF version of the worksheet for the Rolls-Royce video documentary
Quality control (QC) refers to the most traditional form of quality management in which a supervisor or inspector periodically checks and examines output for possible defects, usually at the end of the production process. Quality controllers aim to ensure the products comply with quality standards. They are specialist inspectors, so are hired to maintain quality standards. For mass produced products, QC is usually conducted in a systematic way, such as once every hour or every 100th unit of output. For highly expensive products, such as a Ferrari or Bugatti, each one is checked to ensure quality standards are met.
Advantages of quality control
The advantages of QC include the following points:
Quality control prevents substandard (poor quality) output reaching the end-user.
Quality controllers are experts, so should help to ensure fewer mistakes are made.
It is also cheaper than quality assurance as fewer workers need to be trained to check for quality.
Disadvantages of quality control
Disadvantages of quality control include the following points:
QC is a reactive rather than proactive method of quality management, so does not prevent mistakes
If products are only checked at the end of the production process, this can result in a rather large volume of substandard products
Quality control also has an accepted reject rate (given that it is not possible to check every unit of output), unlike in quality assurance where the aim is to achieve zero defects.
Quality assurance (QA) is a lean approach to quality management as it involves all employees in the quality process. QA focusses on empowering all staff to check their own work throughout the production process, rather than relying on quality controllers to inspect the final output. This approach to quality management considers quality in every operations decision in order to prevent mistakes, from product design to the level of customer service and timely distribution to customers.
Advantages of quality assurance
The advantages of quality assurance (QA) include the following points:
It can improve the level of motivation in the workplace as employees are given the responsibility to produce and maintain high quality output.
Employee participation can also help to generate new ideas regarding the quality process.
It reduces the costs of wastage and reworking of substandard products.
QA is proactive and preventative, unlike QC which is reactive (to faults and defects).
Disadvantages of quality assurance
The main drawbacks of QA include the following points:
It is expensive compared to quality control, as all workers are involved and need to be trained or upskilled
The philosophy only works if each staff member is committed to quality assurance.
For some organizations, it is not feasible or suitable to ensure each and every product is checked or inspected.
Quality means that a product is fit for purpose, i.e., the good or service meets or exceeds the needs of its customers.
Quality assurance (QA) is a lean approach to quality management which involves all employees in the quality process. It focusses on empowering all staff to check their own work throughout the production process, rather than relying on quality controllers to inspect the final output.
Quality control (QC) is an approach to quality management that involves quality inspectors periodically checking and examining output for possible defects, typically at the end of the production process.
To test your understanding of this topic, have a go at the exam practice question below.
Exam Practice Question
Distinguish between quality assurance (QA) and quality control (QC). [4 marks]
Answer
Quality control (QC) is a quality management system whereby a product’s quality is checked or tested at the end of the production process. Quality inspectors or quality controllers are responsible for examining a sample of the finished products to assess whether they meet the required quality standards.
By contrast, quality assurance (QA) is a quality management system whereby the quality of the product is conducted throughout its entire production process. QA is a philosophical approach to quality management, involving all employees at every stage of production, thereby helping to identify and/or prevent defective output.
Award [1 - 2 marks] for an answer that shows some understanding of the demands of the question, although there is a lack of detail in parts of the answer.
Award [3 - 4 marks] for an answer that shows good understanding of the demands of the question, similar to the example above. There is effective use of appropriate terminology throughout the response.
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