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Sample Case Study on BMW

Case Study on BMW

Quality in a consumer and manufacturing world has many dimensions. The dimensions of quality can be defined in David Garvin article, “Competing On the Eight Dimensions of Quality,” where eight separate dimensions of quality are used to increase consumer satisfaction and stay competitive within a service and product market. Quality is used as power in the automobile industry market, specifically when a consumer purchases a new vehicle. A competitive automobile firm that bases their image off quality and customer satisfaction is BMW. Within BMW’s firm, the 5-series of automobiles exemplifies the eight dimensions of quality that the manufacture produces and the consumer wants.

When buying a BMW automobile, performance is the first dimension a consumer looks for because this dimension illustrates how well a automobile will operate, handle, accelerate, and its level of comfort. BMW is ranked high for performance because of how the automobile is constructed and made for a consumer. In the 5-series, characteristics such as 50/50 weight distribution helps for speed and acceleration of an automobile that most other automobile firms do not offer. The comfort of leather and a low noise level in a 5-series can also be looked at within the performance dimension. Performance as an overall dimension is used as an objective standard for consumers. A second aspect of performance that is looked at when purchasing an automobile is features. A consumer can request specific features or extra components to satisfy their needs by paying more for a product. In the BMW 5-series, features can be added such as a sunroof, seat warmers, or picking between a six and eight-cylinder car. BMW is known for its flexible manufacturing technology to suit any consumer’s needs and preferences, which makes features one of their most important dimensions.

Other dimensions that consumers look for when purchasing a car, are reliability, conformance and durability. In the BMW 5-series, reliability can be a problem at one time or another because of the failures and malfunctions parts in a BMW automobile has within a specific time period. An example of a part in a BMW that fails after 50,000 miles is a radiator. The radiators in BMW automobiles are made with plastic, which lowers the quality of the vehicle and has a smaller time frame of lasting. Another dimension that is closely related to reliability is conformance, which is how a product’s operating characteristics meets the standards of a consumer. The BMW 5-series has very few delays, processing errors and mistakes in quality, but some problems can occur. Problems such as electrical glitches in a electrical remote to open and close a car will not work properly after a certain amount of times used. Most mistakes and malfunctions are caught and prevented at BMW automobile factories before it is sold to a consumer, which makes the conformance dimension not a problem compared to other automobile companies.

Conformance and reliability can be used when looking at durability of a BMW, which is the measure of how long the car lasts. The 5-series has a high durability where most automobiles last 250,000 to 300,000 miles after purchase. This is another important dimension of BMW company because consumers buy BMWs based on how long they will last and run. A sixth dimension of quality that is looked at is serviceability, which is the speed and courtesy of repair of a product. When purchasing a car, a consumer is concerned more with reliability and durability than serviceability because consumers deal with car repair companies when parts need to be fixed and repaired, they do not rely on car companies such as BMW, to fix broken parts, unless the automobile is under warranty.

The final two dimensions of quality are most important to BMW, which are aesthetics and perceived quality. Aesthetics is how a product feels, looks, sounds and smells, which is sometimes impossible to measure because aesthetics is based on personal judgment of a service or product. The BMW 5-series succeeds in all aesthetic aspects, which in return makes BMW highly competitive in the automobile market. Consumers will pay high prices for a BMW because of how it looks and feels when driving it. These attributes of aesthetics also tie into the last dimension, which is perceived quality. This important dimension to BMW is how a consumer looks at a company’s reputation as a brand and product. Consumers look at BMW as an image that includes high quality and standards for an automobile. When asking a consumer if they rather have a Honda or a BMW, they most likely will pick a BMW because of its perceived quality within the automobile industry.

All dimensions of quality need to be taken into consideration when purchasing any product or service. Quality is what creates competition and advantages within a market and produces higher revenues and profits for firms. Companies want to position themselves closer to consumers to create satisfaction and more competition among relating companies. BMW cars are considered very expensive for most consumers, but consumer will pay the price for BMW’s based on its quality, which can be measured by the amount of revenues it has each year.

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