An Analysis of quality function deployment on the financial performance in Zimbabwe’s seed manufacturing industry: a case of SEEDCO Limited Zimbabwe

Abstract

This study explores the relationship between Quality Function Deployment (QFD) and financial performance in manufacturing companies, with a specific focus on SEED CO Limited in Zimbabwe. QFD, a customer-driven quality management tool, has been instrumental in improving system quality and enhancing core competencies in various industries globally. Despite its proven benefits, the application of QFD in the seed manufacturing industry, crucial to Zimbabwe's agricultural sector and national food security, remains largely unexplored. The main objective of the study was to analyze the contribution of Quality Function Deployment to financial performance in the seed manufacturing industry in Zimbabwe, with secondary objectives including examining the relationship between QFD and financial performance at SEED CO Limited, determining factors affecting QFD implementation, and analyzing the efficacy of financial performance indicators of SEED CO Limited. The study revealed that SEED CO Limited experienced a decline in sales volumes by 35% across varieties and a 17% drop in revenue from 2018 to 2022. This decline was attributed to factors such as changes in consumer preferences, climate change impacts, and increased competition in the market. The company's strategy of adopting a one-channel approach to product development, prioritizing internal expertise over farmer feedback, resulted in a misalignment between company offerings and stakeholder expectations. Issues raised by farmers and distributors highlighted the need for a more customer-centric approach in product design and distribution. The study found a significant correlation between the effective implementation of QFD and financial performance. However, weak implementation of QFD negatively impacted financial performance at SEED CO Limited. The study underscores the importance of integrating farmer feedback and expectations in product development and distribution strategies to improve sales volumes and overall financial performance.