This study examined the quality strategies that Korean manufacturing firms have been pursuing with great interest to enhance competitiveness. First, quality strategy groups were classified, and then it was analyzed whether there were differences among the groups in the degree to which they consider performance measurement indicators and in the quality improvement activities they pursue. Additionally, the study examined whether external environmental uncertainty influences the degree to which performance indicators are considered important, and also investigated the influence of factors critical to quality management. The results showed that quality strategy groups were classified into three categories, and these groups generally differed in the importance they placed on indicators when measuring performance and pursued quality improvement activities differently. External environmental uncertainty also affected some performance indicators, and the degree of operation of factors critical to quality management also influenced quality strategy formulation and actual performance. It is believed that the application of these research findings can help improve the quality competitiveness of manufacturing firms.