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CH05-Design of Goods and Services

81 25 quality function deployment quality function

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81-25 Quality Function Deployment Quality Function Deployment Identify customer wants Identify how the good/service will satisfy customer wants Relate customer wants to product hows Identify relationships between the firm’s hows Develop importance ratings Evaluate competing products
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81-26 QFD House of Quality QFD House of Quality
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81-27 House of Quality Sequence Indicates House of Quality Sequence Indicates How to Deploy Resources to Achieve How to Deploy Resources to Achieve Customer Requirements Customer Requirements
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81-28 Idea Generation Stage Idea Generation Stage Provides basis for entry into market Sources of ideas Market need (60-80%); engineering & operations (20%); technology; competitors; inventions; employees Follows from marketing strategy Identifies, defines, & selects best market opportunities
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81-29 Customer Requirements Stage Customer Requirements Stage Identifies & positions key product benefits Stated in core benefits proposition (CBP) Example: Long lasting with more power (Sears’ Die Hard Battery) Identifies detailed list of product attributes desired by customer Focus groups or 1-on-1 interviews House of Quality Customer Requirements Product Characteristics
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81-30 Functional Specification Stage Functional Specification Stage Defines product in terms of how the product would meet desired attributes Identifies product’s engineering characteristics Example: printer noise (dB) Prioritizes engineering characteristics May rate product compared to competitors’ House of Quality House of Quality Customer Requirements Product Characteristics
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81-31 Determines how product will be made Gives product’s physical specifications Example: Dimensions, material etc. Defined by engineering drawing Done often on computer Computer-Aided Design (CAD) Product Specification Stage Product Specification Stage House of Quality House of Quality Product Characteristics Component Specifications
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81-32 Quality Function Deployment Quality Function Deployment Product design process using cross-functional teams Marketing, engineering, manufacturing Translates customer preferences into specific product characteristics Involves creating 4 tabular ‘Matrices’ or ‘Houses’ Breakdown product design into increasing levels of detail
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81-33 You’ve been assigned temporarily to a QFD team. The goal of the team is to develop a new camera design. Build a House of Quality. © 1984-1994 T/Maker Co. House of Quality Example House of Quality Example
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81-34 House of Quality Example House of Quality Example High relationship Medium relationship Low Relationship Customer Requirements Customer Importance Target Values
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81-35 House of Quality Example House of Quality Example High relationship  Medium relationship Low Relationship Target Values Light weight Easy to use Reliable What the customer desires (‘wall’) Aluminum Parts Auto Focus Auto Exposure Customer Requirements Customer Importance
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81-36 House of Quality Example House of Quality Example High relationship Medium relationship Low Relationship Customer Requirements Customer
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