CASE STUDY 2: OMWISI GROUP ADVERTISING (OGA) [20 MARKS] Henry Dubier sat in his large office overlooking Sandton Drive. As CEO of Omwisi Group Advertising, he seemed to always be confronted with one problem or another. Today was no exception. Henry had just come out of a long meeting with Lopez Lukula, head of the board for the small advertising agency. Lopez was concerned about a growing problem with lowered sales expectations and a decreasing customer base. Lopez warned Henry that something had to be done quickly or Lopez would have to go to the board for action. Henry acknowledged that sales were down but attributed this to general economic conditions. He assured Lopez that the problems would be addressed immediately. As Henry pondered his next course of action, he admitted to himself that the customer base of OGA was slowly decreasing. The agency did not quite understand the reason for this decrease. Many regular customers were not coming back, and the rate of new customers seemed to be slowly declining. OGA's competitors seemed to be doing well. Henry did not understand the problem. What Do Customers Want? OGA was a Johannesburg-based advertising agency that developed campaigns and promotions for small and medium-sized firms. Its expertise was in the retail area, but it worked with a wide range of firms from the food service industry to the medical field. OGA competed on price and speed of product development. Advertising in the retail area was competitive, and price had always been important. Also, since retail fashions change rapidly, speed in advertising development was thought to be critical. George reminded himself that price and speed had always been what customers wanted. Now he felt confused that he really didn't know his customers . OGA did not frequently ask its customers what they needed. This was just another crisis that would pass, he told himself. But he needed to deal with it immediately. Suggested questions 1. What is wrong with how Omwisi Group Advertising measures its quality? Explain why Omwisi Group should ask its customers about how they define quality. [6] 2. Give henry a depiction of what total quality stands on? (You will need to provide a diagram to answer this question) [7] 3. Explain to Henry why it is important for OGA to understand the concept of customer defined value [7]