Yell Case Study

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Based on the information obtained from various sources and Yell’s website, it shown that Yell has grown from the only one classified directory company in Brighton, UK in 1966 to be a leading international company with size of 5,300 employees which provide an useful guidance and information for their customer in the classified advertising market in the United Kingdom, the United States, Spain, Chile, Peru and Argentina at this time. Yell create and receive their earnings by giving an opportunity for buyers to be linked with a simple procedure with their sellers through an integrated portfolio and low-cost advertising products which is available online, over the phone and printed. From a simple way like this, the company become known and famous in the whole world because they can provide what are the requirement from their buyers and sellers. With this assignment, firstly I would like to give a brief explanation about the definition and purposes of TQM. Furthermore, I would like to describe the implementation of TQM application, thus the achievement of the company for conducted TQM application.

Definition and purpose of TQM

There is a lot of definition from total quality management due to many gurus like Deming, Crosby, Juran, Feigenbaum and Ishikawa. However, they are classified the theory in different ways, but still the concept and spirit remained the same. Total quality management can be defined as business management strategy that has been created to increase the quality of products and services from the company to provide and maintain customer satisfaction. It has been introduced since 1950s and this business management strategy becomes more known and famous to be adopted in large companies since late of 1980s. This strategy was made and provided to maximize customer’s satisfaction regarding the services and products of the company. Thus, it can be defined as a continuous improvement strategy to achieve and maintain objectives from the company. In addition, TQM can’t be applied directly in a short time since it will need the support from all of the elements in the company. However, to measure how well the strategy fit in the company, will depends on how to plan, implement, measure and encourage it in the workplace.

The Function of TQM in Yell Company

Since late of 1980s, Yell started to adopt quality management to manage their business by using a TQM approach. The purpose to use this TQM approach is to improve their customer’s satisfaction by improve standard of service, reduce errors and give an extra value for money since TQM affects the company as a whole. Thus, the company aim to be the best in everything for their products and services. To achieve the target of the company, Yell has used several applications based on TQM to be applied by all of the workers. Firstly is EFQM Excellence Model, where it is created and designed by European Foundation for Quality Management (EFQM). It is a concept of a framework, contain of rules and regulation to help internal system of the management from a company to be more competitive in achieving better services and products for their market. An additional purpose to adopt this framework because it can also help the company to estimate are they on their way to success, help to be more understand how to minimize gaps, thus create and conduct how to make a solution for their problems.

Secondly is another business management strategy, named Six Sigma which is known and largely used by many company including Yell. For additional information, the trademark of Six Sigma is owned by Motorola. This company is the first started and developed Six Sigma on their manufacturing division. This strategy can be defined as a quality improvement contains idea and rules how to create and develop a high standard of goals, assemble the data, and generate the data to become an excellent result. Another benefit from Six Sigma is the company will be able to have...
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