Quality strategies applied by the company Star East Pet

• Author: Madar, A. - Neacsu, A.
• Position: Dept. of Marketing, Tourism and International Relations, Transilvania University of Brasov
• Pages: 63-70

Bulletin of the Transilvania University of Braşov • Vol. 6 (55) •No. 1 - 2013

Series V: Economic Sciences

QUALITY STRATEGIES APPLIED BY

THE COMPANY STAR EAST PET

A. MADAR

1 A. NEACŞU1

Abstract: The purpose of the present paper is to a nalyze the qua lity

strategies applied by the company Star East Pet SRL. One of the reasons

which brought about the performa nce of this study is repr esented by the fact

that, at present, the quality of goods and ser vices offered on the market has

acquired an incr easingly important r ole, both for pr oducers and consumers.

Thus, quality r epresents for producer s the possibility to be different from

competitors a nd to attr act new customers, wherea s for consumers, qua lity is

an important factor to differentiate products, which o ften leads to the

decision whether to pur chase a pr oduct or service or not. The main objective

envisaged by this paper is to id entify the str ategies adopted by the firm, the

necessary measur es for implementing the certification str ategy, as well as the

results trigger ed by the implementation of these measures.

Key words: strategy, study, quality, ana lysis.

1 Dept. of Marketing, Tourism and International Relations, Transilvania University of Braşov.

1. Introduction

Within a dynamic and strongly competitive

marketing environment, the most important

requirement for the success of a service

company is competitiveness. Any company

can be competitive only if it produces, sells

and gains after the sale process. An

important factor that appears in all these

„stages” is the quality of the service/product,

considered as being „the most important

factor of competitiveness” [4].

The foundation of enterprise

requirements towards quality is

represented by the place and importance of

the quality factor in the general strategy of

the company, and the employees’ capacity

and availability to consider the quality

management a process of continuous

improvement. [1] If survival is possible

through quality, the experience of

companies which succeeded this way has

shown the fact that new concept linked to

quality is necessary. The starting point in

the modern approach of quality is the

standard ISO (International Organization

for Standardization) 8402:1988, through

which the international consensus is

reached regarding the terms, definitions

and concepts applicable to quality–

according to this standard, quality

represents the features of a product/service,

giving it the ability to satisfy the explicit

and implicit needs of the user.

The standard ISO 9000:2000 brings a

new vision on the quality concept.

According to this standard, the quality is

the extent to which the set of implicit

features satisfies the demands.

For most of the companies and

managers, it is not enough to have a

quality system implemented; the quality of