When working toward total quality, what should organizations primarily focus on?

Focusing primarily on the customer's needs is fundamental when working toward total quality because the essence of total quality management (TQM) is to meet or exceed customer expectations. Organizations that prioritize understanding and addressing customer requirements are able to provide products and services that add value, leading to enhanced customer satisfaction and loyalty. This customer-centric approach drives continuous improvement and helps organizations to align their processes, products, and services with the needs of those they serve.

While internal management structures, competitor analysis, and marketing strategies are important aspects of business operations, they are secondary to the ultimate goal of ensuring customer satisfaction. Internal structures must support the achievement of quality related to customer needs. Competitor analysis can help organizations understand market trends and customer expectations, but it should be used to enhance customer focus rather than replace it. Similarly, a marketing strategy should reflect and communicate how the organization meets customer needs rather than being the primary concern. Thus, emphasizing customer needs ensures that all other operational decisions contribute directly to achieving total quality.