This report focuses on the activities of du telecom. It is the second largest telecommunication organization in the United Arab Emirates. For improvisation and development of the organization, a plan is discussed in this paper. Company’s background, the mission, and vision are focused as well as their strength, weaknesses, and bottlenecks have been considered for the evaluation of the factors that will give impact on the organization’s process and methods.
Quality is an important factor that affects the company’s reputation. If there is no proper quality offered to the customers then it is seen that demand of the products is also reduced in the market. So the company should focus on offering proper quality to the customers. To improve the quality this research paper elaborates various strategies including TQM and strategic management relation, a mechanism created by the organization which gives focus on their philosophy related to Crosby and also the impact on achievement. Also, the style of leadership plays a great for the success of the quality program of the organization.
The elaboration of the culture is also considered by the organization and also the accuracy-related to quality and the policies of the company which motivates the employees. The partnership related to the Du Company is focusing on enhancing the satisfaction level of the suppliers, customers, and competitors. The connection between ISO and TQM with give advantage and also offer recommendations that will assist the company to enhance the quality.
Du Company was established in 2006 in the United Arab Emirates. The main aim of the company is to bring change in the telecommunication sector. In the starting, the company started conducting the activities as one of the Telecommunication and then Du telecom is the selected as a brand name. The organization conducted its operation by offering various services like digital television services and fixed line mobile services. The company has brought a drastic change and developed the services for bringing change in the process of communication in the regions. In the year 2011, the organization has more than 4.5 million subscribers and also 1.88 million consumers with the increase in the overall revenue by 157 %.
Due to development, the organization has enhanced the market share and also the profits of the company. It is also analyzed that in every 2015 the organization has acquired the large market share and it has also forecast the overall market share with the increase in 8 %. In the recent scenario, the company is emphasizing on the areas with a high population like the main area which is targeted by the organization including Abu Dhabi and Dubai. The organization is giving carious services by taking into consideration the demands and customers of the particular region. The organization is targeting the two areas just due to the high revenue per user. In order to achieve large market share, the organization is giving many services so that attractiveness can be enhanced. The organization is offering many offers to the consumer by focusing on differentiation strategy and it has customized the offering to the company so that competitive advantage can be attained. It is also seen that customers of the company have loyalty to the customers and also innovative features are offered to the customers by choosing the movies of their own choice.
The organization is successful in conducting the activities just because of the strong vision and mission statement so that the workers can have a clear direction and idea to accomplish the overall goals and objectives. The vision and mission of the company are:
The vision statement of the company focuses on the long-term goals and objectives of the company. The organization vision is “To enhance the life of the customers by providing exceptional services, at anytime and anywhere”.
Organization vision is related to the long-term goals and objectives of the organization and it states that the company focuses on giving exceptional and good services to the consumers for increasing the life experience.
The organization has created its mission statement so that the company can conduct the activities accordingly. The organization mission statement is “The Company possesses an aim to delight its customers highly, and a highly preferred employer for the company’s employees, as well as the mission of the company, is to provide greater value to its shareholders by integrating innovation and excellence, and contributing to the transformation of the community.”
The mission statement of the organization is enhanced by considering the benefits and value fo the overall stakeholders of the organization.
The strategy of the organization is “We are Confident, Friendly, Honest, and Surprising, and our values guide our actions”.
The company is offering various services to the consumers so that they can be satisfied and confident in the overall services that are given. It is analyzed that company wants to minimize the overall cost and expenses by offering a partnership with various parties and companies.
This analysis is related to analyze the internal and external factor of the organization. The internal factors that are analyzed are related to strength and weakness and external environment is related to threats and opportunities. The SWOT analysis of the telecommunication is:
The organization is trying to maintain a good position so that profits can be earned. The organization has more than 47 % subscribers who are helping the company to enhance the overall revenue. The annual profits of the company are also enhancing as it is seen that in 2015. There was an increase of 116% in the profits of the organization. The services related to a fixed line are also trying to enhance the financial position so that new markets can be grabbed and also good revenue can be generated.
The organization has a good consumer base and also unique and good services are given to the customers. The organization is emphasizing on the enhanced quality services so that satisfaction level can be enhanced. To enhance the satisfaction level of the customers the company has created a new department so that satisfaction level of the customers can be enhanced and also good services can be offered to the customers.
The organization is adding a good range of services as the main focus is on offering good services to enhance the satisfaction level of the customers. The company has also integrated the services for convenience so that commitment level of the customers can be enhanced.
There is also some weakness possessed by the company like a low capital investment. The company has made a low investment if a comparison is made with the competitors as the coverage is not possible. The major reason for the company is that the activities are conducted in the weak situation.
It is also seen that the company has a weak infrastructure if the comparison is made with the competitors. In the present scenario, the company is not able to create a link with the local government and various obstacles are faced in the infrastructure process.
It is analyzed that the demand for broadband and mobile internet in the market has enhanced. It is also seen that the customers have a good demand for the facilities that are available. The consumers are enhancing the overall demand and large market share can be grabbed if good quality is offered by the company. It is also seen that the customer who belongs from the business sector have a good demand for the demand of the mobile network and also consumer offer the growth opportunities to the company.
The organization has a great opportunity as the customers have a good demand for the digital content and also the customers can help to grow in the market by taking into consideration digital content.
One of the major threats to the organization is that there are fewer entry barriers for the new organizations that are entering into the market. The rules and regulations of the government are flexible and there are new entrants that can easily enter into the industry.
There are many competitors of the company and one is Etisalat. The company is conducting the activities in the market and just because of the enhancement of the investment it is seen that technologies are adopted so that large market share can be captured. The company is also facing threat from the competitors as it is one of the largest brands in the market.
Du takes into consideration the TQM so that quality can be improved. There are many reasons for considering the TQM:
By implementing the TQM of the organization it is seen that it is important to conduct all the functions related to customer services. By considering TQM it is seen that the company can attain the overall competitive advantage so that customer needs can be identified. The continuous improvement assists the Du to attain the competitive advantage so that position can be maintained in the company.
TQM can assist the organization to enhance the quality of the products. It assists the Du to enhance the overall satisfaction of the consumers. By proper implementation of the strategies the company can easily attain the overall competitive advantage and can fulfill the needs and wants of the consumers.
TQM has enhanced the quality of the products so that there can be the enhancement in the values of the company. By considering a proper implementation of TQM it is seen that attention can be grabbed off the consumers and also good quality can be given. The organization is offering a customized offering to the consumers by considering differentiation strategy so that competitive advantage can be attained.
TQM assist the company to fulfill the needs of the customers so that effective services can be offered to the customers. It is related to offering unique services to the customers and also the focus is given on enhancing the quality of the services so that satisfaction level can be enhanced. By implementing the TQM of the company it is seen that customer services are important to be maintained. Also, it can be easy for the company to achieve overall goals and objectives.
TQM provides continuous strategies so that services and products can be offered to the company. The organization also offers good services to its customers so that competitive advantage can be achieved. It is important to maintain a good image in the market so that goals and objectives can be achieved.
To attain the satisfaction level of the customers it is seen that TQM can achieve competitive advantage and also good image can be maintained. The customers are considered as an important part of the organization as it makes the customers happy to conduct the activities of the organization.
There are many benefits of TQM
By implementing the ISO 9000 in the company it is seen that it help the company to attain the competitive advantage as it helps to enhance the overall satisfaction level of the customers. Customers are considered as an important part of the organization as it helps to enhance the satisfaction level of the customers. The working environment can also be maintained by an implementation. The company focuses on giving delight to the customers and also the mission of the company is to offer a good value to its shareholders so that transformation can be done. The company has offered many services by taking into consideration digital television services and mobile telephony. To attain the overall customer satisfaction it is seen that competitive advantage can be maintained so that good position can be seen in the market. The company is considering various services so that target customer can be targeted. It can only be done by offering good services so that satisfaction level of the customers can be enhanced.
Total quality management is related to the continuous effort by the management so that customers can maintain loyalty and satisfaction of the customers by offering a quality of its product, services, people, and environment. Strategic management is related to the development and implementing the strategic plans. The companies take into consideration strategic planning to analyze the changes in the business and also to be sure that the performance is conducted in a successful manner. There is a good connection between strategic management and TQM when a company selects to consider the quality as a major competitive edge. It is one of the major issues in strategic planning. This is related to the vision, mission and policy guidelines of the company.
There are various types of strategies like cost leadership strategy and market niche strategy. By focusing on Du telecom industry there is various differentiation strategy which is related to technological superiority and also to provide good quality services which induce customers to satisfy the need. The company emphasizes on strategic planning process which takes into consideration vision and mission of the company and also strategic operations so that satisfaction level of the customers can be enhanced. The company focuses on developing the strategy so that performance can be enhanced and also the performance can be enhanced as compared to competitors.
The strategic planning is emphasizing the process of decision making and also it gives impact on the potential of the organization. TQM and strategic planning are focusing on completing each other. The essential part of quality management and strategic management are the workers who have a good knowledge of the understanding the quality and change. For good working pattern of TQM at Du Telecom Company, it is seen that management plays an important role in strategic management in considering TQM.
The goals of Du Telecom Company are related to offering the customers good quality and pricing by emphasizing on enhancing the quality team and also having zero defects in the management by considering the company. The company is considering the philosophy of Philip Crosby. Crosby’s principle is related to conduct the activity at right time and also he focused on defining the quality so that requirement of the customers can be met. This philosophy also takes into consideration the quality management and the elements so that quality can be improved. This philosophy is related to the employees of the company and also leadership. It states that it is essential to develop the good culture of the company by considering the defect in the overall performance of the teams and management. The employees should be committed and analyze the details so that mistakes can be avoided. This philosophy is based on enhancing the quality of errors and it will enhance the productivity of the organization and also helps to be successful in the market.
According to the company, one of the best leadership styles is the participative style in which it is criticized that it is time-consuming and works only when the people are engaged in the commitment of the interest of the organization. The leader offers data about the problem so that solutions can be developed and also the job of the leader in the company is to shift the team towards consensus. According to the leader it is seen that the company consider the mix of leadership like democratic and goals oriented and there are many leaders who take into consideration democratic style of leadership.
For instance: There are many activities and also the teams who require some idea so that the workers can give an idea and then the leader of the team decided what should be selected. Another style is related to the goal-oriented in which there are many researchers who focus on the workers and also the ways to achieve the objective. For instance: The leader of the team tells that more than 100 postpaid lines should be sold and also they tell a bonus in the month so that workers can sell the lines to the family and friends.
There are four factors related to leadership like: the first leader who is in quality department in the Company is the Asmaa Alyammahi. The second followers of the company are employees, third is related to the communication that is free and has an open relationship between the leader and the workers. The last factor is related to the situation in which leader boost their workers to perform effectively so that goals can be achieved.
The company is taking into consideration Total quality culture and there are also various cultural aspects that help to adopt the TQM. The first aspect is concerned with management and also the company is close to its workers and also they have good communication with the workers. They encourage the objective and workers input as they think that if the workers are happy then they are more efficient towards the work and increase the overall satisfaction level. The next aspect is the role of the managers as the leader of the team in Du company is like a coach and also there are no hindrances between the management and the workers and they create trust between the workers and the management it will help to enhance the empowerment of the employees. The company has a good approach related to recruitment to choose the candidates and also the workers are qualified and have knowledge. The third part is related to the requirement of the customers in which it is essential to evaluate the customer’s requirements. The company has a close connection with the loyal customers and they gather data and feedback from the consumers by having communication with the help of SMS and phones. The fourth aspect is related to a continuous improvement so that quality of the service can be maintained in a proper manner
The company has good leaders that are considered as a role model for other workers, especially for the new workers. There are many leaders and managers who are known as a role model and want to achieve high position and also want to enhance the performance. In the organization, it is seen that leaders come before the workers and they have the knowledge about everything in the organization and help them to motivate the employees. For instance: the team leader of the company comes and offers and explains the issues and the response that should be given when the customer has some query. The manager and leader of the company try to enhance the communication between the employees by exchanging the numbers. It is also seen that when the employees face the problem, the information is given to the team leader to find the solution. The leader and manager set and analyze the solution for the issues which states that the management listens to the workers. For instance: it is seen that the employee met with an accident and is not able to come to the office so company offered work from home and this the only process which states that the company help and care for its employees and focuses on managing the quality so that work can be done.
The company focuses on enhancing the level of motivation of the employees. For instance: the bonus which they get are based on the overall performance and every year the management conduct the meeting in Dubai and discuss the profits so that employees can get bonus according to the performance. The annual bonus of the company was 18,000 AED; the employee performance has reached 30,000 AED, just because of the performance, so the bonus is considered as one of the best ways to motivate the employees. The organization also provides traveling tickets to the workers and his family. Every worker of the organization gets tickets to London by taking into consideration the recruitment date. There are two choices available for the employee, one is to take the ticket and one if take the money.
Study allowance is also given to the students and the organization offer employee study allowance so that they can educate their children and also the allowance is approximately 30,000 AED. Also, monthly activities are one of the best ways to motivate the employees. For instance: One of the major activities in the company is related to watching the movie and employees can watch easily and can have snacks and it is off day for them.
Also, the employee of the week or month is also considered. The workers are divided into many teams and there is one supervisor of the team and at the end of the month the announcement is made by the organization to tell which is the best team and also the best worker is announced through email and certificate is also given to them. The company also put the frame of the employees on the wall as it motivates them to perform in a right direction.
The company can easily enhance the trust between the worker and the management. In the company, they trust their workers as they conduct the activities with efforts for the company and help them to analyze the solution. For instance: Employees in the organization conduct the activities for more than one shift and also if the worker needs to change the shift timings it is seen that he can find and can change it by taking permission from the management. Also, the management boosts the employees to find the ideas so that work can be conducted smoothly without fewer issues and also the ways are discussed with the employees so that motivation level can be enhanced of the employees.
The organization focuses on enhancing the satisfaction level of the customers and also customers discuss their opinion and idea through many channels like calling and going to the stores or on websites. The company is taking into consideration the voice of the consumer strategy which is focusing on the needs and consumers ask to talk to the local staff and employees. Also, the company has various stores and call centers to conduct the activities. It is seen that consumers are more comfortable it is simple for them to communicate with the workers this states that how the company is looking to enhance the satisfaction in various ways. The company does not conduct the survey and post-call surveys to analyze the level of the customers and what should be done to be improved. The strategy of the company is to listen to the consumers and make it simple for them to express the opinion and ideas by offering easy channels. Also, it is seen that it is one of the effective ways to cover the needs and to consider the feedback is to consider their needs. In the company, there is a team who calls the consumers if they have a problem or complaints. They can give a call to the team so that issue can be resolved and to consider the feedback of the services offered at the time of conducting the service and put in the system and transfer the call to the headquarter.
The company is considered as the partnerships with the workers as internal partnering for the mutual support is done and also the organization has more open ideas and views. As an example, the company is also focusing on partnering its workers as the company was searching for the idea for the national day and also they can achieve the idea from their workers and also implement it effectively and also the customers liked it very much. The opinion that is given is related to the calls of the customers that should be made from the call centers and play the quite from Sheikh Zayed by his voice at the time of waiting and also there are many customers who liked it and also listen to the quotes only.
Also, there is partnering with the company and with its competitors. This partnering assists the companies to be more competitive. For instance: the companies agreed to help the customers to switch the companies by taking into consideration the numbers they have. They can take into consideration the use of Du number and can also select Etisalat as their one of the operators and this has made the decisions made by both the organizations work on the various offers and work hard in inducing more consumers. Also, the Du partners with Etisalat can consider the signal towers in many areas in UAE.
The company has many suppliers like Apple Company and Samsung Company who conduct the activities together so that company can use the latest phones and can also sell it in the local market in UAE. The company is also known for the offers for the smartphones and also they are the first one to be offered.
The major difference in ISO and TQM is the degree which is related to the total company and also it considers: TQM which is related to the management and the responsibility is of creating the vision, mission, strategies, and tactics. ISO is related to the systems that are considered for designs, develop, purchase and install the services of the products. ISO 9000 and TQM are not related to interchanging. ISO 9000 is considered as a subset of TQM and TQM also consider every aspect of the organization. It also considers all the system related to support like finance, HR, and marketing. ISO 9000 is considered in implementing a non-TQM environment and also ISO 9000 tries to enhance the activities in the traditional environment. ISO 9000 is not necessary for the TQM environment. There are many TQM companies who are not well known and register so that they can meet the customers and can know about the products and services so that international level can be satisfied. ISO 9000 and not in a tough competition and they give assistance to each other. By considering ISO 9000 on the company will help to enhance the activities so that quality can be maintained and also it will assist to understand the consumers globally so that quality can be maintained and also satisfaction level of the customers can be enhanced to improve the need of the customers.
The company takes into consideration the TQM for the best practices in the organization which assist to enhance the quality of services to the customers. It is essential for every organization to enhance the quality in different so that demand can be enhanced and it can be done by implementing a good strategic plan for proper improvement in the quality of the products. For instance: there are many customers who are angry and come to the office so for them the company should provide restroom so that they can solve their problem because if the customers are angry then it can give negative impact on the company and also due to a high volume other people will be disturbed. Also, the next thing to enhance the quality of the services the company can consider and offer single towers because according to the researchers there are many customers are required for the single in UAE.
Conclusion
The organization has taken into consideration the activities by offering various services like services related to digital television and also mobile telephony. The organization is giving many offers to the consumers as differentiation strategy is taken into consideration so that company can maintain its competitive advantage in a proper manner. The company focuses on the mission statement in which the advantages and values for the stakeholders of the company are concerned and also the SWOT takes into consideration the proper analysis of the internal and external environment.
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