Realising leadership in Indian market by Deming awarded original equipment manufacturing industry through TQM

Abstract

This paper attempts to investigate how different approach used for implementing total quality management (TQM) in a tyres manufacturing industry facilitated the realisation of leadership in the Indian market. The other aims of the study are to investigate the key issues faced by the industry before initiating TQM and examine the benefits gained after TQM. The industry was facing some critical business issues since 1996 such as low productivity, financial crisis and low market share. To defeat these issues, the industry leadership adopted TQM for improving its business performance in 2008. The TQM implementation remained successful and as a result, it gained top market position, the customer satisfaction score improved to 81 from 75, market share enhanced by 19.1% and employees participation increased by 73.5% in a period from 2009 to 2016. Finally, the industry received the Deming Prize in 2017 because of significant improvement in organisational performance.