Scenario E. Fussy Food Inc. is a cat food manufacturer. The top management of the
company sits down for an annual meeting. The company’s chairman, Leland, wants to
create processes that will help the company interact with customers and gather
knowledge of their wants, needs, and buying patterns. He also wants to improve internal
quality management by using some ideas from Deming’s “14 points” theory. The president
of the company, Drew, wants to use an approach to management that helps to attain
customer satisfaction through tools that deliver high-quality goods. The senior managers
agree with Drew and say that the company should adopt a method to analyze the causes
of defects in products that need to be eliminated to improve customer satisfaction.