Quality Function Deployment in Product Management

Topics: Operations management, Failure mode and effects analysis, Management Pages: 9 (2690 words) Published: July 16, 2013
Operations Management Practice assignment 1 2013
Operations Management Practice assignment 1 2013

UNIVERSITY OF NAIROBI
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UNIVERSITY OF NAIROBI
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Aguko, Samuel Odongoh
D61/79465/2012

Aguko, Samuel Odongoh
D61/79465/2012

Quality Function Deployment in Product management:

To design a product well, a design teams needs to know what it is they are designing and what the end-users will expect from it. Termed the “voice of customer”, QFD is a systematic method to develop products/Services based on customer expectations and desires, the product’s position on the market and their efficiency. It is a collective effort and all the cross-functional teams must be involved in all phases of product development

It uses a four phase relationship matrix to translate customer requirements from initial planning stages through production control. Each phase, or matrix, represents a more specific aspect of the product's requirements. Relationships between elements are evaluated for each phase. Only the most important aspects from each phase are deployed into the next matrix.

Phase 1: Product Planning:

This is the foundation of QFD. It is the building the house of quality, a set of matrix used to link the voice of customer with the technical needs of a product, the control plans of the process and the production operations.

It involves providing quantitative assessment for customer requirements, product performance against competitor’s products and the products technical performance which are all displayed in different sections of the “house” as seen in the diagram below.

Led by the marketing department, the firm documents customer requirements, warranty data, competitive opportunities, product measurements, competing product measures and the technical ability of the organization to meet each customer requirement. Getting good data from the customer in Phase 1 is critical to the success of the entire QFD process.

Using the example of a bic pen to build a house of quality, six steps are performed: 1) Identification of the customer needs: The voice of customer remains at the base of the QFD process. The team gathers information from customers on the requirements they have for the product or service (for example, the ease of writing for a pen). 2) Identification of technical needs: Technical needs are characteristics that describe the customer needs in the designer language. They must be measurable because the result is controlled (checked) and compared with the target objectives. The roof of the house shows the relationship being converted, using a series of symbols. 3) Customer rating of the Competition: Understanding how customers rate the competition can be a tremendous competitive advantage as it reflects the customer’s expectations. As a result of this stage, designers could discover methods to improve products and QFD method to employ The strategic vision of the company shows the priorities important to the customer that are not satisfied by the competitor’s products (such as family activities), thus, the company could obtain advantages by focusing on these aspects. 4) Linking customer needs and the technical needs: The customer needs must be written in the left column and the technical ones on the top. Inside the matrix the symbols indicate the type or relation in a similar way with those used at the roof of the House of Quality. The purpose of this matrix is to show if the final technical needs cover the customer needs. If there is no solid link between the customer needs and the technical needs, it means that both needs are not covered and that the final product will hardly accomplish them. However, if a technical need doesn’t affect a customer need, it could be useless, or the designers might forget an important need of the customer. 5) Evaluation of...

References: 1. Akao, Y., ed. (1990). Quality Function Deployment, Productivity Press, Cambridge MA.
Becker Associates Inc., http://www.becker-associates.com/thehouse.HTM and
2. ISMP Medication Safety Alert newsletters October 17, 2001: http://www.becker-associates.com/qfdwhatis.htm
3. FMEA Diagram: Copyright©2004 Institute for Healthcare Improvement http://medqi.bsd.uchicago.edu/documents/FailureModesandEffectsAnalysis_FMEA_1.pdf
4. Operations management by David Barnes.
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