Total quality management as a basis for achieving comparative advantage in this contemporary business concern: a case study of Coca-Cola Bottling Company Ghana Ltd.

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As the world around us change fast, new technologies and strategies must be adopted to face the ever-changing marketing environment. With the evolution of marketing concept comes where consumers were seen as kings if businesses and organizations are to survive and grow in a never before competitive environment. The way forward was a marketing strategy that seeks to satisfy customers by providing them with quality products. By responding to needs of this contemporary marketing environment it is believed that it will give that company a comparative advantage over its competitors. A marketing strategy that is seen by contemporary businessmen I women as the best option for survival or to enjoy comparative advantage is Total Quality Management (TQM), since it addresses most of the concerns of this contemporary marketing environment. In view of this Coca-Cola Bottling Company Gh. Ltd. in 1998 embarked on Coca-Cola Quality System (CCQS) seriously. The performance of the company was perfect and that they even won the Presidential Award for Excellent (Africa Group) from Coca-Cola International. This excellent performance of the company strengthen its market share and also gave them more comparative advantage over its competitors despite the fact that trend of cost management was not as expected. In the nutshell, the good performance of the company suggest that the CCQS has given the company a position advantage over it competitors in spite of the fact that Control Chart showed a lot of values or points outside the control zones. This is because other indicators like production volumes, sales volumes etc. showed a favourable trend. The secret to their success is their ability to satisfy customers more than any of its competitors and also the ever-increasing desire to continuously be in the position to serve their customers to their wishes. The main analytical tool for this work was Correlation Analysis, Time Series and Control Chart.
A research work presented to the Department of Economics and Industrial Management in partial fulfilment of the requirement for the award of Master of Arts in Industrial Management, 2000