The purpose of this research is to relate competitiveness through productivity on Small and Medium Enterprises (SMEs) with the level of quality that these companies are and the market segment they serve. The methodology used was a multiple case study using questionnaires and systematic observations in SMEs. Results showed that the quality of the companies surveyed is determined by the market segment in which they operate. Quality management is based on the end customer and the view of entrepreneurs look beyond the premises of their companies. The importance of this research is to relate the market segment with the quality level used in SMEs, a strategy required for the current competitiveness.Keywords: quality management; market segment; competitiveness. (Paladini, 2009). Thus, the total quality management aims to perform all of its actions towards quality, mutually approaching social and technical aspects that involve a system, whether it is productive or not.The technical aspects in quality management reflect the orientation for improvement in methods and operations and the demand for a systematic process that enables the constant improvement of goods and services to customers. In another context, there is the social aspect that focuses on human resource management and emphasizes leadership, teamwork, training and commitment of employees (Brennam and Vecchi, 2011). The total quality management (TQM) is a systematic improvement of the quality approach to the whole company for the purpose of improvement in terms of quality, productivity, profitability and shareholders for business and customer satisfaction (Sadikoglu and Zehir, 2010). The quality of companies is currently systematized by Paladini (2009) under three levels: operational, tactical and strategic according to the maturity of quality management that the company presents.
Management of operational qualityThe level of operational quality is diagnosed when companies act toward eliminating their failures and wastes through the controlling and optimization of production processes and the reduction of costs. Usually, the tools and methods used for this company level are:
a)Inspection: This is the first action to take in quality control, according to Paladini (2009) and it is accomplished by means of attributes (a product is defective or not) or variables (quality characteristics in one unit of product are measured on a continuous scale ); b) Seven quality tools: it is a set of devices with a graphic and statistic order for quality control. Among them, we can cite: Pareto diagram, histogram, check sheet, cause and effect diagram, control charts, scatter plot and flowchart (Holschbach and Hofmann, 2010, Phan et al., 2011). The level of operational quality features other actions and tools that aim at efficiency and effectiveness in the production processes in order to produce goods displaying quality. However, the overall goal is to determine the quality in a company as operational from the moment in which the company does not present a broader view o...