How to continuously improve product and process quality has been a focus of research in quality management. A company that is going to set up its CAQ or establish an effective quality system should make sure that the CAQ or quality system will lead to continuous quality improvement so as to meet customer's growing demand for quality. Based on Juran's quality loop philosophy, the paper presents how to utilize continuous quality improvement tools in product design and manufacturing. It addresses the application of QFD and design of experiment to optimize product/process design and how to integrate quality tools. Based on the philosophy of concurrent quality engineering and successful experience of some world class businesses, the paper presents a continuous quality improvement flowchart and puts forward to the strategies to implement continuous quality improvement.