Total Quality Management

Assignment 2

Quality Function Deployment

Presented to:

Prof. Raza Ali Rafique

Presented by:Mohsin Mahmood L1S07MBAM200

6Sana Shabber L1F06MBAM219

8

Section: A

Assignment

The assignment is of Quality Function Deployment House of Quality in which we have to select products take one product as our and other of competitor and construct House of Quality.

Quality Function Deployment

Quality function deployment (QFD) is a “method to transform user demands into design quality, to deploy the functions forming quality, and to deploy methods for achieving the design quality into subsystems and component parts, and ultimately to specific elements of the manufacturing process.” as described by Dr. Yoji Akao, who originally developed QFD in Japan in 1966, when the author combined his work in quality assurance and quality control points with function deployment used in Value Engineering.

House of Quality

House of Quality is a graphic tool for defining the relationship between customer desires and the firm/product capabilities. It is a part of the Quality Function Deployment (QFD) and it utilizes a planning matrix to relate what the customer wants to how a firm (that produces the products) is going to meet those wants. It looks like a House with correlation matrix as its roof, customer wants versus product features as the main part, competitor evaluation as the porch etc. It is based on "the belief that products should be designed to reflect customers' desires and tastes" (Hauser & Clausing 1988). It also is reported to increase cross functional integration within organizations using it, especially between marketing, engineering and manufacturing.

In House of Quality there are six sections which are as follows:

1. Customer Requirement: In Customer Requirement we listen to our customer what

features, design they want in our product.

2. Competitive Assessment: In Competitive Assessment we identify our competitors in

the market and how our product is competing against their product. We assess our product quality and feature as to our competitor’s product.3. Design Characteristics:

In order to change the product design to better satisfy customer requirement we need to translate those requirements to measureable design characteristics.

4. Relationship Matrix: The relationship matrix is where we determine the

relationship between customer needs and the company’s ability to meet those needs.

5. Trade-off matrix: In trade-off matrix we find the trade-off which is arising in

product feature. For example: in cell phone example we have taken there is a tradeoff between QWERTY keyboard and weight of phone.

6. Target values: At target values stage we begins to establish target values

for each design characteristics of our product.

For constructing House of Quality we have selected three products which are Cellular Phones Sony Ericsson X1 XPERIA, Apple iPhone 3G, Samsung i900 Omnia.

Our Product Competitor Product

Competitor Product

XPERIA iPhone Omnia

Features:

OS:Microsoft Windows

Mobile 6.1 ProfessionalMac OS X v10.4.10

Microsoft Windows Mobile 6.1 Professional

Camera:3.15 Mega Pixel 2 Mega Pixel 5 Mega Pixel

CPU:

Qualcomm MSM 7200 528 MHz processor

32-bit Samsung S5L8900 620 MHz

processor

Marvell PXA312 624 MHz processor

RAM:256 Megabyte 128 Megabyte 128 Megabyte

Weight:145 gram 133 gram 122 gram

GPS:Yes, with A-GPS support Yes, with A-GPS support Yes, with A-GPS support3G:

HSDPA, 7.2 Mbps; HSUPA, 2 Mbps

HSDPA HSDPA, 7.2 Mbps

Bluetooth & WiFi:Yes Yes Yes

Radio:Stereo FM radio with RDS

NoStereo FM radio with

RDSSensors:

NoAccelerometer,

Proximity & Ambient light sensor

Accelerometer sensor

Now we will construct the House of quality for these operating systems according to their features, specification and requirement according to customer.

Completed House of Quality