Total Quality Management as a Competitive Advantage - From a Marketing Perspective : A Case study of HMS Industrial Networks AB and Ernst & Young LLP
This research study focuses on how a company can achieve competitive advantage through total quality management from a marketing mix standpoint. To gain a deeper grasp of the research topic, a research question was formulated and the thesis is based on the marketing mix and competitive advantage model which is the theoretical framework of this study.
The research is a qualitative study and the empirical data was collected from two international companies operating in Halmstad i.e. HMS Industrial Networks AB and Ernst & Young LLP.
The findings show that quality is not an extra cost for the company, rather it is a way to increase your productivity, the better quality you have, the fewer products you discard and the better planning you have. Hence it was deduced from the research that competitive advantage is achievable by ensuring proper quality management in the pricing, product, promotion and distribution strategies implemented by a company.
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