Essays on Quality Management - Sony PlayStation 2 Case Study

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The paper "Quality Management - Sony PlayStation 2" is an outstanding example of a management case study. Sony’ s products have recently been criticised for their poor quality compared to competitor brands. For instance, Customers have complained about overheating, degradation, wear and tear, unsafe PlayStation 2 manufactured by the company. This report argues that Sony should reconfigure its quality management system, by reviewing its quality management mechanism in a range of its electronics manufacturing, including design, development, distribution and sales and services. This will require redefining the roles of employees responsible for product and service quality.

Total quality management (TQM) is therefore suggested due to its comprehensive nature. The report concludes that the company needs to strengthen the company’ s ability to identify quality issues. It should also improve the safety standards of the product. Next, it should respond to customer expectations by considering their viewpoints. It should also aim to promote customer satisfaction. A quality problem from the Customer Perspective Sony products have continued to lose reputation (Adeltstein and Stucky 2012). Despite the products carrying premium price over competitor brands, the products have continued to lose favour among many shoppers of electronics.

Indeed, a current string of problematic products manufactured by Sony such as LCD TVs, PlayStation, digital cameras and batteries are evidence that the company is losing its touch with its customers. Consequently, the company recalled may of these products after problems with their functionality were found to be widespread. In using PlayStation 2, a number of quality problems have been realised (Sony 2012; Tang 2012). For instance, console overheats and the drive does not read. The problem is however noticeable in a number of other Sony products.

Indeed, Sony has continued to lose its market share to Korean companies such as Samsung and LG. The company’ s financial year ending March 2012 projected a net loss of $5.7 billion (Adeltstein and Stucky 2012; Kim 2004). Proposal for research investigation Usually, there are often changes that have to be made in order to improve the quality of a company’ s products (Friedman 2005). There is a need to investigate the nature of the problem. Identifying the root cause for quality-related products are fundamental issues in the manufacturing processes.

Root-cause identification can indeed be a challenging problem in a multi-stage manufacturing facility where a range of processes and decisions are performed. Given that consumer expectations are incessantly evolving, there is a need for continual improvement of the quality of the products to keep with the expectations (Mahto and Kumar 2008). The focus should, therefore, be on quality improvement that is only as economical and logical. It should also be capable of adding value to the customers (See Figure 1 below). Figure 1: Price Performance Graph for Quality and improvement Since the PlayStation market is becoming much more competitive, Sony is being driven to the walls and therefore has a burden to overcome such a tough situation.

This report proposes that Sony should focus on innovation. Reflecting on the company’ s need to improve the quality of its PlayStation 2 brand of products, Sony should integrate a quality management system that can improve the company’ s innovativeness, review its personnel and incorporate quality improvement measures across all production processes, from service processes to sales. Process-oriented quality management should also be implemented (Sony 2010; Tange 2012; Sony 2012)

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