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Crosbys Four Absolutes Essay

1521 words - 7 pages

Analysis of Marketing-, Production- and Quality Departments contribution to deliver Crosby’s „Four Absolutes” which are the underpinning fundamental requirements for quality


In early 90’s an American company has issued a purchase order to one Japanese company with the following request:

„Hereby we order 1,000,000 units of given IC type. (3 failed units utmost)!”

The shipment has arrived on time with the attached text in consignment-invoice as follows:

„- 1,000,000 units at 0.1$ unit price.

- 3 failed units at 3$ unit price.

Note: The failed units have higher price because it took us long time to find them!”

Although this funny ...view middle of the document...

The remedial cost of such quality problems might be enormous.

The MD can deliver the ‘first absolute’ by obtaining precise description of customer’s requirements in form of product specification, which is functionally serviceable, manufacturable within the target price and still attractive to the customer (Ord K. at al, Unit3, p16). This specification can be obtained on two ways: explicitly from customer via precise requirements or implicitly through market research. At this latter case, methods like feedback information from customers, use of experienced marketing staff and check lists can greatly improve specification’s definition process.

The Production Department (PD) is responsible for manufacturing products in accordance with the specifications issued by Design Department. This specification is actually made based on marketing specifications that contains precise quality criteria. In order to achieve conformance to requirements PD should write precise work instructions and all operations must be performed accordingly to these instructions. The work instructions are usually written by local engineering department. Also the management has an important role to ensure that all operational works are performed under controlled conditions (Ord K. at al, Unit3, p63).

The Quality Department (QD) by its nature do not create products or services, thus it not satisfying the customer’s needs directly, therefore it cannot produce quality (Ord K. at al, Unit3, p5). Its contribution to deliver Crosby’s ‘first absolute’ is rather reflected in developing the quality assurance programme and quality manual of which preparation is under a quality manager jurisdiction.

Delivery of Crosby’s second ‘Absolute’

Crosby’s second ‘Absolute’ defines prevention as the key point in the system for causing quality. It can be delivered by MD via marketing plan ensuring that quality of the marketing operations is planned, implemented and maintained (Ord K. at al, Unit3, p18). The prevention can be secured by effective monitoring of changes in market requirements, in product specification and product implementation specification. Any inadequate responses to these requirements’ changes can cause quality problem.

Establishment of an effective feedback system is also part of prevention resulting in good quality of final product. This system monitors not only the quality characteristics of the product provided from the successive departments on site, but it also fed back information from users throughout product life-cycle. Finally, to secure validity and up-to-date of the marketing documents and procedures the quality system (QS) must be reviewed on the regular basis.

In the PD a permanent process control is the basic prevention method that maintains good system of quality. It should be applied to all materials, production processes and equipment being used in the production. To prevent mix with other conforming materials for...

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