Upload
murat-senzeybek
View
218
Download
0
Embed Size (px)
Citation preview
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 1/29
Istanbul Technical University
Quality Assurance and Control
Fall 2013 – TERM PROJECT
Group No: 8
070100049 Aybüke Kayacı
070090044 İlayda Tuna
070100506 Ceren Görgüner
070100018 Murat Şenzeybek
070100108 Ünal Nergiz
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 2/29
1
Table of ContentsQuality Assurance and Control ......................................................................................... 0
AUTOMOTIVE SECTOR ANALYSIS ..................................................................... 2 The Contribution of the Sector to GNP ............................................................................ 2 Exportations ........................................................................................................................ 3 Capital Accumulation ......................................................................................................... 5 Labor Structure and Employment .................................................................................... 7 Level of Technological Development ................................................................................. 8 Research and Development Potential ................................................................................ 8 Expectations for Future Developments ........................................................................... 10
STUDY OF THE SELECTED COMPANY ............................................................ 11 MERCEDES-BENZ .......................................................................................................... 11
Quality Strategies and Policies ....................................................................................... 11Quality Philosophies ....................................................................................................... 11Quality Management System Implementations .............................................................. 12Quality Techniques and Methods Employed .................................................................. 12
Sustainability of Quality ................................................................................................. 12Training .......................................................................................................................... 13Customer Satisfaction ..................................................................................................... 14Employee satisfaction ..................................................................................................... 14Quality of Suppliers and Satisfaction of Suppliers ......................................................... 14Business Results ............................................................................................................. 15Impact on Society ........................................................................................................... 15
CONCLUSION .......................................................................................................... 15
AUTOMOTIVE SUPPLY SECTOR ANALYSIS .................................................. 16 The Contribution of the Sector to GNP .......................................................................... 16
Exportations ...................................................................................................................... 16 Capital Expenduture ......................................................................................................... 18 Labor Structure and Employment .................................................................................. 19 Level of Technological Development ............................................................................... 20 Research and Development Potential .............................................................................. 20
Expectations for Future Developments ........................................................................... 21
STUDY OF THE SELECTED COMPANIES ........................................................ 21 HAYES LEMMERZ JANTAŞ ........................................................................................ 21
Quality Strategies and Policies ....................................................................................... 21Quality Philosophies ....................................................................................................... 21
Quality Management System Implementations .............................................................. 22Quality Techniques and Methods Employed .................................................................. 23Sustainability of Quality ................................................................................................. 23Training .......................................................................................................................... 23Customer Satisfaction ..................................................................................................... 24Employee Satisfaction .................................................................................................... 24Quality of Suppliers and Satisfaction of Suppliers ......................................................... 24Business Results ............................................................................................................. 25Impact on Society ........................................................................................................... 25
CONCLUSION .......................................................................................................... 26
Bibliography ............................................................................................................... 27
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 3/29
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 4/29
3
Other 71 73 68 64
% Share in 500 Major Industry Organizations in 2009 (İstanbul Sanayi Odası,2011)
Topic Sales from Production (net) Sales Revenue (net) Export Employment
Automotive 13 12 27 11
Textile 4 4 6 13
Food 12 10 5 11
Other 71 74 62 65
Graph 1: Automotive Production (units) (Aksongur, 2012)
Exportations
When we look at Turkish economy from wide range of perspective, we see that
automotive sector is the leader in exportations. Automotive industry had 15,2% share
of exports in 2010 and its share in 2011 over 2010 was 17,4.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 5/29
4
Table: Exports with respect to sectors in 2010 and 2011 (OSD, 2012)
When we analyze the exportation figures in automotive sector, we can easily
observe that it does not have a rapid increase because of economic crisis but generally
it is increasing every year except some negative economic conditions.
Exports and Imports (million $)
Table: Motor vehicle and automobile import and export figures (OSD, 2012)
In Turkey, there are some main automotive manufacturers, which have important
contributions to the economy. When we dig deeper, we see that the leader of the
market in exportation is Oyak Renault, followed by Ford Otosan and Tofaş.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 6/29
5
Table: Exports by Local Manufacturer (Aksongur, 2012)
When we analyze the automotive sector‟s sub-sectors as passenger car and
commercial vehicle, we see that passenger car exportation has more share in motor
vehicle export figures. Within commercial vehicles, pick-ups has the majority in
export.
Table: Motor vehicle export figures (Aksongur, 2012)
As it is clearly seen from the figures and tables, automotive sector has big share
on exportations, thus, this sector is very important for Turkish economy. Although
exportation has decreased relatively in the beginning of 2012, we can figure out from
the whole picture that automotive sector exports are generally increasing.
Capital Accumulation
There are 17 automotive manufacturers in Turkey (Invest in Turkey, 2011).
When we analyze the table below, we can see that 13 manufacturers‟ total production
in 2012‟s first three months, is 281,239. The most successful manufacturers have
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 7/29
6
established joint ventures with foreign producers. They are listed on the table below,
but the best four are; Oyak Renault (France based), Ford Otosan (US based), Tofaş (a
joint venture between Fiat – Italy- and Koç Holding conglomerate) and Toyota (Japan
based). These four manufacturers have over 80% share of production capacity in
Turkey. The capital accumulation is also caused by the sub-sector production and
exports. While the automotive main sector‟s total export revenue in 2011 is
approximately $ 12 billion, component industry‟s total export revenue is app. $ 7
billion, which is quite much for capital accumulation.
Table: Automotive production by manufacturer (Aksongur, 2012)
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 8/29
7
As it is seen from the table above, automotive sector has a crucial
amount of capital accumulation. All these tables and figures shows that capital
accumulation in automotive sector is very high and will rapidly grow with the
improvement in Turkish economy.
Labor Structure and Employment
According to Turkey Automotive Sector Strategy Document and Action Plan
published on February 2011, in the year 2008 the main automotive sector which
directly produces vehicles, provided employment opportunities for 50,000 people and
that number has reached 250,000, with the people in the related industries. Besides,
more than 150,000 people were employed in service departments such as sales and
marketing. Whole automotive sector in Turkey is now containing more than 400,000
people working in it.
Traffic Security Motor Vehicle
Registration, Notary Portion, Component and System
Health Raw Stuff Road Maintenance and Repair Renewing Market
Finance Production, Maintenance Tools
Logistics Upper Structure and Accessory
Assurance Distrubitors/Importers
Transportation Authorized Services
Fuel and Lube Oil Distribution Authorized Retaiers
Driver Licence Institutions Independent Vendors/Galleries
Media, Public Relations and Marketing Independent Services/Repair Shops
Security, Catering and Cleaning Corporations Sellers of Spare Parts
P U
B L I C
S E R V I C E S
I N D U S R T Y
T R A D E
Table 1: Work Areas Automotive Sector Provides Employment Directly or Indirectly
Talented and trained human resource is accepted as fundamental sector need,
for sustainable international competition and growing in automotive sector. Especially
in order to get benefit from after economic crisis opportunities and to compensate
expectant exportation projects, qualified human resource is crucial for automotive
sector.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 9/29
8
Level of Technological Development
Automotive sector is closely following new technological developments since
there is an increasing competition and variable demands changing from time to time.
The automotive industry, with the 85 billion € in total R & D expenditure is the
world's second largest area of investment in technology and innovation (OTEP,
March 2011). The technologies used in the automotive sector have gained
momentum with the transition to automation. Computerized Numerical Control was
added and the counters in the traditional automotive manufacturing, human impact is
reduced. As a result, errors are decreased and productivity is increased.
Technological level of automotive industry can be analyzed by dividing into
two subtopics; manufacturing technology level and products‟ technology level.Computer Aided-Design (CAD) and Computer Aided-Manufacturing (CAM) has
become standard and expected technological fortunes within manufacturing
technology level process. In addition to this some ecological concerns has forced
companies to revise their manufacturing systems as „ecological friendly‟
manufacturing systems. Cellular manufacturing systems, flexible manufacturing
systems and just in time process technologies are also standard assets for automotive.
Research and Development Potential
The major manufacturers in automotive industry in Turkey are the joint
ventures of global automotive companies. It is clear that restricted number of
companies in Turkey have R&D departments. R&D capacity in Turkey is especially
centering on heavy and light commercial vehicles. As a significant example for that is
the case that a light commercial vehicle model of Ford named Transit Connect was
designed and manufactured in Turkey and exported to even USA.In the last decade some important projects have been made to sustain
competitive technologic ability and R&D potential. The most important of these
projects was foundation of OTAM which was a university-industry cooperation
project at the beginning between Istanbul Technical University (ITU) and Automotive
Manufacturers Association (OSD). In addition to OTAM there is another foundation
named Automotive Technology Platform (OTEP) which is being implemented by
OTAM and supported by TUBITAK. OTEP is being formed with 27 members of
automotive manufacturers‟, university and public representatives.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 10/29
9
According to TUBITAK-TEYDEB data‟s as it is shown in the Table 2, since
1995 to 2009, cumulative number of 167 automotive main industrial and number of
425 automotive related industrial projects were financed by TUBITAK-TEYDEB.
Table 2. Granting Aids for Automotive Industry Between the Years of 1995 – 2009
Turkish governments are raising the grants for R&D in automotive industry in
very recent years as it is seen in Table 3. The only exception was in the year of 2008
in which the global economic crisis has been experienced.
Table 3.R&D Government Spending
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 11/29
10
Expectations for Future Developments
Automotive industry is seriously supported and followed closely by both
government and private sector. By introducing new laws and making new legislative
arrangements some promising results have already been taken. As it is mentioned in
this report Ford exported made in Turkey light commercial vehicles to USA and Fiat
developed a new model named Linea in Turkey.
A SWOT analysis has been made and a new vision and mission has been
cleared by Ministry of Industry and Trade. In consideration of that analysis some
possible developments are summarized as;
Consumers will be in expectation of cheaper cars without giving up comfort,
high performance and security demands.
Demands of upper segment vehicles will be directed to the lower segment and
middle segments.
Demand for environmentally friendly vehicles such as electric and hybrid
vehicles will rise and this will be supported by public policies.
R&D and manufacturing activities will be shifted from traditional centers to
less developed countries.
Long term vision for Turkish automotive industry is considered as ‘Being
Manufacturing and R&D Base in the Region’ . Under this consideration main
mission and purpose for Turkish automotive industry is defined as „ I ncreasing
Sustainable Global Competit ive Power and Providing the I ndustry in to a High
Value- Added and High Technology Intensive Structure’ . To achieve that main purpose following sub-topics were determined;
Improving the infrastructure of R&D
Improving design, manufacturing and branding skills and capacities of
companies
Improving internal and external markets in automotive industry
Improving legal and administrative arrangements
Improving physical infrastructure
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 12/29
11
STUDY OF THE SELECTED COMPANY
MERCEDES-BENZ
Quality Strategies and Policies
Mercedes-Benz main quality policy is “Nothing but the Best for our
Customers and the Environment. Let's do our Best together with Continuous
Improvement…” and this policy effects both mission and vision of the company. As
the mission, Mercedes-Benz interiorizes “Our philosophy is clear: we give of our best
for customers who expect the best - and we live a culture of excellence that is basedon shared values. Our corporate history is full of innovations and pioneering
achievements; they are the foundation and ongoing stimulus for our claim to
leadership in the automotive industry.” In other words, they try to provide customer
satisfaction beyond expectations and also aim to sustainable growth through their
innovative and competitive structure. The firm‟s vision is formed “We invented the
automobile – now we are passionately shaping its future. As a pioneer of automotive
engineering, we feel inspired and obliged to continue this proud tradition withgroundbreaking technologies and high-quality products.” with this insights.
Quality Philosophies
Within the body of Mercedes-Benz, Kaizen concept is adopted as a principle
of Total Quality Management since 1998. From that time, they have started to
implement this mentality with some workshops. These workshops are arranged about
once a month and each workshop involves a workstation. As a structure of Kaizen
philosophy, continuous improvement is the main thought and owing to this thought,
the betterment is realized including whole employees and it costs low prices. This
philosophy provides to the company to make real their sense of quality like reliable
and durable products, thoroughgoing delivery and faultless workmanship.
Furthermore, the company implements Six Sigma engineering techniques. Six
Sigma projects help to the business processes in terms of quality, productivity,
rapidity and at the same time help to the clients with cost efficient products. These Six
Sigma projects are carried out at four stages; measurement, analysis, improvement
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 13/29
12
and control in the company. It starts with to determine the present conditions, holds
with error analysis and error recovery and ends with development activities‟
persistency.
Quality Management System Implementations
Mercedes-Benz is the first company in Turkish primary automotive industry to
get the ISO 9002 quality certificate in 1994 and ISO 9001 quality certificate is
obtained in 1995 for their Davutpaşa and Hoşdere production plants. Furthermore,
Mercedes-Benz Aksaray Truck Plant was awarded ISO 9002 quality certificate for
automobile industry by TUV Sudwest /Germany in the year 2000. Additionally,
Mercedes-Benz has the certificate for ISO 14001 environment management standards
since May 2000 and the certificate for ISO 9001:2000 and ISO/TS 16949 since March
2002.
Quality Techniques and Methods Employed
Within Mercedes-Benz, we understood that the main purpose to improve their
degree of quality is to reduce defects and to provide customer satisfaction. In order to
reduce their defects, Mercedes-Benz implements some training for their both
employees and customers. The basic criteria to decrease the defect level are
employee, so we can easily understand why they train their employees. However, it is
more complicated that what they are doing to train their customers. It is an elucidating
more than training.
Sustainability of Quality
The main issue related with quality in the company is to carry out the quality
processes as voluntarily. It means that the implementations of quality are not an
obligation for the firm. As we mentioned before, their main quality idea is to do their
best together with “Continuous Improvement”. Therefore, Mercedes-Benz‟s sense of
quality is related with not only their amount of sales but also the services after sales.
In addition, their quality certification is changed and improved once every three years.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 14/29
13
Training
MBT intensively cares about wide scale training programs, which include
distance education, workshops, conferences, interviews, classroom training etc. These
training programs are mainly focusing on personal improvement and professional
qualification. With company‟s special education database, each employee has his own
responsibility to improve himself about his profession. With this method, MBT keeps
its strong corporate culture according to human resource department‟s career plans.
Each employee of MBT has the ability to improve himself from the first day
of beginning to work with MBT and this education concept‟s most important part is
sustainability. There are various of opportunities for employees to get trained in any
topic of their profession, any time. MBT‟s education programs aim to reduce defect in
the process in their Quality-Assurance Laboratories. The trainings are arranged to
minimize assembling defects and maximizing quality and customer satisfaction. The
tests made in the laboratories are focusing on the usage of torque, welding, coloring
applications and controlling. The most important test is about collision issues.
With the training program of MBT, employees are educated not only for their
profession, but also to improve their personal characteristics and skills such as leadingand language skills.
According to this intensive and sustainable education system, MBT provides
high quality and satisfaction level for their customers. Guaranteed maintenance is no
doubly resulted from this strong corporate culture, which focuses on continuous
training programs and lifelong learning system. Consequently, these training
programs in the end result in having quite high competitive advantage.
MBT arranges some training for the employees to reduce defect in the process
in their Quality-Assurance Laboratories. With these training, MBT aims to reduce
assembling defects and increase quality and customer satisfaction. Both the
employees and the suppliers can take part in the trainings. In the laboratories, they
arrange some training but also they test some functions such as the usage of torque,
welding, coloring applications and controlling and the most important thing is
collision tests of course. In MBT training program, Lean Production trainings,
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 15/29
14
Daimler Chrysler Production System trainings and 5S trainings are arranged and
wasteful expenditure is prevented successfully.
Customer Satisfaction
Another important focus topic for MBT is customer satisfaction. MBT notices
the importance of the customer satisfaction for keeping sustainability infinite. The
customer concept for MBT is not only the external customers as buyers. They also
care a lot about internal customers. To protect their high quality level, they always
stay conscious about the importance of the internal customers. To produce high
quality goods and well satisfying services, firstly all employees must be satisfied with
the input they get from the previous process‟ output. According to this idea, all
employees do their job well to satisfy primarily internal customers and then the
external ones.
These efforts to satisfy every kind of customers provide MBT sustainable and
high level of satisfied customers; hence, they keep their strong brand image and carry
their current successful conditions to the future.
Employee satisfaction
MBT has always determined high employee satisfaction. The company desires
its employees to be inclined to development in order to originate a team which is
totally able to meet customer satisfaction needs and set a higher standard. Thereby
human resources policies are created for employees to be innovative and give the
responsibility to increase of their long lif e learning skills and so the company‟s itself.
The company looks for their employees to attend active participation to management
and generates an appropriate environment for that.
Quality of Suppliers and Satisfaction of Suppliers
Automotive industry requires every single manufacturing step to be in high
manufacturing standards since a single step in process affects total quality. So quality
of suppliers is a vital subject. Producers co-ordinate some trainings for suppliers and
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 16/29
15
try to increase the suppliers' quality. MBT thinks that quality of suppliers means
quality of its products.
For assuring quality of suppliers MBT adapted to VDA 6.1 system. This
system is a control mechanism for supplier quality. Internal systems and
customer/supplier satisfaction and quality is audited by VDA 6.1.
Business Results
Quality is a crucial subject for MBT and the company is aware that the
Mercedes brand has always referred to quality. The company has never recalled
vehicles and MBT is working hard to sustain that. As a result of quality policies MBT
implied very important conclusions has been seen. The coach named Travego which
is designed and produced in Turkey has won „The Coach of The Year‟ prize and the
air bag technology for coaches was invented in Turkey, Hosdere plant.
Impact on Society
Mercedes-Benz has very important brand image, which is well-known all
around the world. There are four main topics related with “Mercedes” in society‟s
mind. It is obvious that most of the customers are satisfied with the goods and
services of Mercedes Benz Turk. The satisfying services are mostly about technology,
safety, environment, low repair and maintenance costs, minimum fuel consumption,
attractive financing possibilities and high selling prices in used vehicles as brand
value, behaving customers in a special way and loyalty to delivery date commitments.
All of these valuable services have a perfect impact on society to establish a strong
brand image for MBT.
CONCLUSION
The automotive sector in Turkey has a significant part of national economy
and it is still going on growing. The automotive producers are exporting about %40 of
their productions.
Quality systems are improving in the automotive sector in Turkey.
Companies are realized about the importance of quality and making important
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 17/29
16
changes on their quality systems. The reason of that, they know when quality
improves, customer satisfaction is becomig better. So the most important thing in a
company's quality concepts is customer satisfaction.
AUTOMOTIVE SUPPLY INDUSTRY ANALYSIS
The Contribution of the Sector to GNP
Growth in automotive industry in Turkey brought growth in automotive
supply industry. In 2009, total endorsement of Turkish automotive supply industry is
calculated as $13.3 billion. Turkish automotive supply industry can fulfill %80 of
requirements of Turkish automotive industry.
In Turkey almost all parts of car are produced. Parts of cars which are
produced in Turkey are listed below.
Engine and engine components
Rubber and rubber components
Drivetrain
Braking system and components
Hydraulic Suspension components
Security parts
Chassis components
Molding components
Electrical equipment
Accumulator
Seats
Because of its geographical advantage Turkey is a preferable country for
automotive supply industry investments. Therefore about 200 companies made
investment to Turkey and consequently increases GDP.
Exportation
In Turkey, exportation of automotive supply industry was $896 million in
1997. Then it increased to $7 billion in 2008 but after economic crises in 2008,
exportation decrease %30 and it became $5.2 billion. Effects of economic crises are
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 18/29
17
losing, so exportation has been increasing again and it became $8.4 billion in 2011
and $8.7 in 2012.
EU has the biggest share on Turkish automotive supply industry‟s exportation.
%70 of exportation goes there. Percentages and volumes of countries‟ expor ts can be
shown below.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 19/29
18
Capital Expenditure
Today there are more than 1120 firms which are being service in Turkish
automotive supply industry and there are approximately 700 plants. However just
300-350 of them are manufacturing original parts for companies. 195 of them are
TAYSAD (Association of Automotive Parts and Components Manufacturers)
members. The others are usually small budget companies and they are focusing on
renewing market.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 20/29
19
Nearly 200 foreign based companies select Turkey to make investment to
automotive supply industry due to export potential of regional advantage. There are
huge international firms between them like below.
Labor Structure and Employment
Automotive supply industry provides approximately 150,000 direct and
750,000 indirect jobs opportunity for people in Turkey. Because of software based
manufacturing, most of employments are technical staff. Therefore industry supports
to increase technical culture level. On the other hand, its creating small business
feature help to spread this technical culture to society.
For the purpose of reaching to the costumers, automotive supply industry also
works with marketing, distributor, fuel, agriculture, iron and steel, finance and
insurance sectors and this provides jobs opportunities in these sectors.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 21/29
20
Level of Technological Development
Automotive supply industry is one of the industries which have the highest
technological development speed. In Turkey, technology of automotive supply
industry is high enough to produce for OEM firms which are operating in
development west countries. Also %70 of exportation of industry with EU countries
this also shows reached technological level.
In Turkey %30 of the companies which operate in automotive supply industry
have international quality certification (ISO 9000, QS 9000, ISO 14000 vs.). Also rate
of the companies which have their own purification plant is %7.
Research and Development Potential
In Turkey‟s region there is not any country which has successful research and
development works in automotive supply industry. Especially after 1990 R&D studies
in Turkey is developing rapidly. Turkey has a young and dynamic population because
of this reason local and international companies consider Turkey as a perfect place to
invest.
Because of EU regulations Turkey has to increase R&D rate in GDP to %3
and also Turkish automotive supply companies reach important level in „know-how‟
with their experience. In a near future they will start to sell license to other countries.
Consequently it is easy to say Turkey will be R&D center of region.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 22/29
21
Expectations for Future Developments
Turkey has a program to reach 2015 targets in automotive and automotive
supply industry since 2007. These targets are producing 2 million cars in a year, being
in top ten at total product, being in top three in EU and being in top five at R&D in
EU
To reach these purposes government reduced taxes to bring foreign investor to
Turkey. Result shows that there is a deviation between %7 - %10 from plan. Purposes
are still reachable but Turkey needs more economical stability and sustainability.
STUDY OF THE SELECTED COMPANIES
HAYES LEMMERZ JANTAŞ
The firm has been formed in 1968 by Cevdet İNCİ as “Jantaş Jant Sanayi ve
Ticaret A.Ş.”. At first it was formed in Izmir and after, it brought the technology,
which was referred as the best, to Turkey at the first place. After bringing that
technology, it has turned towards producing rims for heavy vehicles.
Quality Strategies and Policies
The mission of HL JANTAŞ is to produce rims in a high quality. The visionof the company is based on the growth of the company by customer satisfaction,having the best employees, reducing the costs and being the premier automotive
supplier.
Quality Philosophies
Our firm has aims that expire in three years. To reach its aims some training
methods are applied in the production lines to reach Total Productive Maintenance.
As a quality philosophy the firm has started with Lean Production since 2004. After,
Six Sigma has been put into implementation. In Six Sigma, in one production line
there is one expert team leader that is responsible from all process, 3 team leaders, 29
foremen that controls the working conditions of the blue collars and 180 blue collars.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 23/29
22
The firm has held 59 Six Sigma projects with this labor force. Six Sigma is
implemented in the firm as daily reports that are gathered from the machinery from
every line. These reports include cycle time of production, stopping times of the line
and the causes of these stops, production rates, overall equipment effectiveness,
performance and availability of usage. Considering the reports, analyzes are made and
by combining these analyzes and reports, presentations are made to summarize the
situation of the production line. Sorting, Straightening, Sweeping, Standardizing and
Sustaining process that the firm uses is called 5S methodology. It is applied on the
business to establish orderly flow, eliminate every kind of waste and to organize the
workplace, in another word, to insure Total Productive Maintenance. Also Kaizenis
used in the production, since 2007. There has been held 80 projects of Kaizen and it
helped to develop capacity in the rate of 45%. Also, Overall Equipment Effectiveness
has been increased by 40%.
Quality Management System Implementations
HL JANTAŞ has the convenience to the condition of ISO/TS 16949:2002
quality system. The firm reviews this convenience in terms of sustainability, quality
policy and the effectiveness in satisfying the objectives in 6 months‟ period, at least
once a year. These reviews happen according to the 01-PR-01 Procedure of Review of
the Management. The firm has organized all the methods in the system to become a
source of data for analyzes, in the purpose of following the current tendency of
quality, process performance and quality levels of important products. The quality
certifications that the firm has are;
-
DIN EN ISO 9001-2008 (En)- DIN EN ISO 9001-2008 (Ge)-
DIN EN ISO 9001-2008 (Tr)-
ISO-TS 16949 2009 (Certificate En)- ISO-TS 16949 2009 (Certificate Ge)-
ISO-TS 16949 2009 (Certificate Tr)- TS EN ISO 14001-2004 (En)- TS EN ISO 14001-2004 (Tr)-
TS EN ISO 14001-2005 (En)- TS EN ISO 14001-2005 (Tr)- TSE Certificate of Conformity to Turkish Standards
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 24/29
23
Quality Techniques and Methods Employed
As we mentioned in quality philosophies, the application of Six Sigma and
Kaizen which consists of many methods and techniques, are used in production lines.
There are some measurements for the quality of the inputs that are purchased from
other firms all around the world. They do not accept the raw materials that do not
match their understanding of quality level. Also, while the raw materials are in the
production line, some problems may occur. To prevent the defected products,
interventions are done during the process of producing. Another technique for
providing quality is the trainings based on Six Sigma, Kaizen, etc…
Sustainability of Quality
There is a continuous improvement in HL JANTAŞ for quality and
productivity. The firm is in the aim of making improvements on product quality,
especially on critical product/process characteristics, decrease the varieties, and
optimize the parameters on the aimed value. These improvements are done to reach
the level of zero defects.
Training
The quality trainings have significance for HL JANTAŞ for the reason of
preventing industrial accidents and time delays occurring because of the long-term
learning processes of new employees and provide sustainability. The new employees
are generally trained by the old ones in the product line. This reduces the costs that
can rise from the time delays which occur in the learning process of new employees,
turnovers and work accidents. By these trainings, the company holds the quality at the
same level before the arrival of new employees.
Also, to reach Operational Excellence, workshops are done to provide the
adaptation to employees to the strategy, concepts and creating tools. Additionally firm
has training tools for Six Sigma, Lean Production – for Kaizen- and Manage by Fact
Teams.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 25/29
24
Customer Satisfaction
Customer Satisfaction is followed and analyzed in HL JANTAŞ by;
- Monitoring the band performance of the parts that are delivered by the Quality
and Sales Departments
-
Tracking of the Field performances (performance notifications from customers
and guarantee returns) by the Quality Department
-
Evaluation of surveys that are prepared for the Original Equipment
Manufacturing customers, by the Quality and Sales Departments
-
Evaluation of the surveys that are prepared for the domestic A.M. customers.
Employee Satisfaction
HL JANTAŞ cares for the safety and health of the employees it has, so they
will work in an environment that provides them effectiveness. The firm has diversity
in employees that helps to increase the creativity. Also, firm makes employees to get
involved in all production steps. This situation makes the employees realize that they
are an important part of the company. Keeping the employees as a team makes them
create different ideas together and increasing the motivation of them. Besides working
as a team, individuality is always supported by the firm for increasing the individual
creativity. Another employee satisfaction factor is rewarding the employee when
he/she comes up with bright ideas or substantial solutions.
Quality of Suppliers and Satisfaction of Suppliers
HL JANTAŞ has its own quality standards for the raw materials that are put
into production. They purchase their raw materials from specific firms. These raw
materials are tested in quality department and after they are tested, they put together
the information about the raw materials in a computer program called SAP. If the test
result is acceptable, they continue from purchasing from that producer. If it is not, the
material is not accepted in the production line. The evaluations of suppliers are done
by the Planning and Purchasing Department and Quality Department. The suppliers
are satisfied by the product qualities of the HL JANTAŞ that are produced from these
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 26/29
25
raw materials. Since the firm has a worldwide reputation, the demand for the
supplier‟s raw materials can increase in the market due to the output quality that can
be seen at HL JANTAŞ.
Business Results
HL JANTAŞ makes assessments of making market share researches by
comparing the current position with the competitors‟ positions by benchmarking.
As stated in Hayes Lemmerz‟s online brochure;
“Hayes Lemmerz is the largest Tier I supplier of automotive and commercial highway
wheels in the world, with global market share. A Tier 1 supplier is a supplier that
supplies products directly to the major automotive and commercial highway vehicle
manufacturers and that performs all of the design, engineering, manufacturing and
quality processes for its products.
Hayes Lemmerz is the only aluminum and steel wheel producer with a
substantial global presence. This gives Hayes Lemmerz an important competitive
advantage in the global sourcing of wheels by its Original Equipment Manufacturers
(OEM) customers. Customers value this global presence and award business tosuppliers that produce and deliver globally.
Hayes Lemmerz has introduced significant technical advances to secure its
position of leadership in the industry. For example, the introduction of the “Hi Vent
Wheel System” is generating a great interest with our customers and represents a
source of growth for the Company. The Hi Vent Wheel is a proprietary steel wheel
design with large ventilation areas. In combination with a variety of surface covers,
the Hi Vent Wheel System creates one design with multiple styling appearances that
closely r esembles an aluminum wheel. Another development is the Company‟s
leading edge and environmentally friendly Zinc Dust Brake Coating, which gives
added durability to the brake system.” (2007).
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 27/29
26
Impact on Society
Since Hayes Lemmerz has the largest market share, it has a large impact on
the society. The quality of its products determines the quality of the other firms‟
products. If it increases the quality of the outputs, other firms will have to increase
their output qualities to survive in the market because if they do not, the demand of
their products will fall dramatically. So, HL JANTAŞ has the control of the market‟s
product quality and all the consumers in the market will be affected by the quality
changes of the firm.
CONCLUSION
Because of great exportation potential with young and dynamic labor, Turkey
is a perfect country for automotive companies to produce. Consequently, automotive
supply industry has been growing also. Today, most of world‟s biggest automotive
supply companies operate in Turkey and these companies are making new investment
to country. It shows that companies are happy from result of investment to Turkey.
Turkey also an experienced country in automotive supply industry and there
isn‟t any country with high level of R&D success in this sector. So if Turkey can
achieve its targets, it will be leader of region in automotive supply industry.
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 28/29
27
Bibliography
Tuik . (2011). Retrieved 2012, from http://www.turkstat.gov.tr/Start.doAksongur, G. (2012). Turkish Automotive Intustry. Istanbul: TSKB Research.Invest in Turkey. (2011). Invest in Turkey. Retrieved May 5, 2012, from
http://www.invest.gov.tr/en-US/sectors/Pages/Automotive.aspx#PageTopİstanbul Sanayi Odası. (2011, September). http://www.osd.org.tr/ . Retrieved May 05,
2012, from http://www.osd.org.tr/OSD. (2012). Automotive Sector 2011 Report. Istanbul: OSD.Hayes-Lemmerz International, Inc. (2007). Hayes Lemmerz [Brochure]. Retrieved
from http://www.hayes-lemmerz.com/pdfs/Recruiting_Brochure_-- _September_2007.pdf
Sanayi Genel Müdürlüğü (2013) Sektörel Raporlar ve Analizler Serisi.
Tubitak (n.d) Parça Sektörü 2023 Vizyonu
İhracat Genel Müdürlüğü (2012) from http://www.ibp.gov.tr
8/10/2019 Quality Mercedes in Turkey
http://slidepdf.com/reader/full/quality-mercedes-in-turkey 29/29