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House of Quality Coursework:'Buying a PC at PC World Fulham'.

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Introduction

BA Business and Quality Management Quality By Design House of Quality Coursework: 'Buying a PC at PC World Fulham' David Wright Background PC World is a PC retailer that sells to both domestic and business customers in the UK. It is owned by Dixons Stores Group (DSG) and is the group's PC specialist. PC World operates mainly in retail parks where customers can walk, use public transport or drive to the stores. They supply PCs, printers and accessories plus a large selection of software and other peripherals. PC World operates within a high volume, low price market with a wide target market. The Process The process of 'buying a PC at a PC World Fulham' is a process which occurs many times each day at every store and the way in which this process is carried out has a major impact on the productivity of each individual store. The process itself starts as soon as a customer walks through the door of the store and ends once the product has been paid for. A productive sale can result in increased revenue and increased profitability which is important to the employees, management and the company as a whole. The process is not simply a matter of leaving the store having paid for a computer, the customer must feel that they have received value and are satisfied with the whole sales process. In order to identify what the customer requirements are and how operating requirements can meet what the customer wants we can construct the House of Quality and attempt to identify the most important areas for improvement. Once these have been identified we can compare the outcomes to the competition and make target values in a bid to meet customer requirements and hence satisfy the customer fully. Brainstorming Customer requirements ('Whats') must come directly from PC World Fulham customers if we are to ascertain accurate customer perceptions of the store. ...read more.

Middle

The stock room and the store managers are responsible for making sure that Stock Management is run efficiently. Electronic Point of Sale (EPOS) terminals are vital when finally processing the sale. The sales process is not complete until it has been run through the EPOS System and a receipt has been generated. EPOS terminals can also be used to prepare sales so that the cashier only has to finalise them - this allows the sales advisor to speed up the whole process. Sales advisors also have access to an internal electronic information system called Intranet. The information is updated daily directly from Head Office and provides information about products and other communications within the company. Store Maintenance is contracted out by authorisation of the General Manager - small jobs maybe carried out by management or store employees. Current POS (point of sale) in the Store must also be maintained. POS is any type of promotional material that communicates what PC World is offering to the customer, e.g. finance options, PC package options. Trolleys are used in the store so that customers and sales advisors do not have to carry heavy boxes by hand. Some items are too heavy to carry safely and a trolley is an essential tool when selling a PC. Available trolleys allow sales to proceed quickly and safely. Customers find Seats in Store very important when a sale becomes drawn out or the customer has children with them. Some disabled customers also require seating and if seating is unavailable they may decide to leave the store. Available seating allows customers to relax and can allow them to enjoy the buying process. The Correct Store Temperature can also be a contributing factor - if the store is too cold or too hot it can cause the customer to feel uncomfortable and rush the buying process or leave the store. House Of Quality Explained Simulated information has been used for Current Satisfaction Performance, Goal, Improvement Ratio and the Competitive Evaluation and Technical Evaluation. ...read more.

Conclusion

Customers want a sales advisor to serve them but with a score of only 2 it seems that this is not happening, even though the organization aims at a score of 5. Sales Staff management carries the strongest relationship with this customer requirement so the target value of keeping a sales manager on the shop floor between 10:00 and 17:00 is imperative. The sales manager can organise the team and attempt to ensure that all customers are served within 5 minutes on entering the store. If this can be adhered to there should be a clear improvement in this area of business. The Competitive Evaluation showed where Comet provided superior customer service - in Quick Purchase, PC Demonstration and PCs are in Stock. With such a strong relationship between these and Stock Management and Supplier Management there must be an improvement in these two operating requirements. Weekly contact time with supplier representatives will keep communication open and may result in improved demonstration products - as they will benefit the store and the supplier by offering more exposure. With a strong relationship between Stock Management and EPOS system it may be possible to equip the stock room with a more efficient and easier to use system than the standard EPOS system which is used all over the store. If PC World Fulham is to attain superior scores than Comet in all areas they must make improvements in their stock management. A target of stock orders on a daily basis should enable deliveries to be smaller but more frequent which should result in a better-stocked store. Quarterly audits will ensure that the new system is working and highlight any problems. Improvements must be continual - they must be studied and measured using the PDSA cycle. The DMAIC cycle (below) can also be used as it splits each part of the PDSA cycle into two. Once the above recommendations have been carried out the results can be reviewed and the process can start again from planning (affinity diagrams and tree diagrams). Word Count (excluding diagrams and House of Quality): 2451 ...read more.

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