Total Quality Management (TQM) is a management philosophy that emphasizes customer satisfaction, employee involvement, and continuous improvement. To achieve sustainable success in their businesses, entrepreneurs should adopt total quality management as a strategic approach. To implement a successful TQM strategy, entrepreneurs must create a culture of quality, focus on customer needs, implement quality systems and processes, foster continuous improvement, and build strong supplier relationships. In order to ensure that their goods or services meet or exceed customer expectations and maintain a competitive advantage in their industry, entrepreneurs should emphasis TQM as top priority in their strategic planning. The aim of this research paper is to identify the strategic issues faced by entrepreneurs and how TQM can be used as a tool to address these issues. Strategic issues can include changes in the business environment, shifts in customer needs and expectations, technological advancements, and emerging competitors. Also, the study attempts to investigate how to adopt a strategic perspective which considers TQM as a source of competitive advantage. It helps to understand the steps involved to achieve greater customer satisfaction, increased efficiency, and improved profitability.

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Keywords: Strategic Planning, Entrepreneur, Total Quality Management, Competitive Advantage, Customer Satisfaction.