Professional Documents
Culture Documents
House of Quality
Executive Summary:-
The customer's experience with an organization does not begin and end with a
sale. Many other "encounters" occur during the promotion, sales, delivery,
installation, service, support, and after market phases of the transaction.
Customer needs during these encounters are all too often overlooked, yet can
have a great impact on repeat sales and word-of-mouth advertising. Using
customer needs gathered during the product development phase, we can use
various cutting edge tools from Quality Function Deployment (QFD) to fulfill
needs of other "encounters." QFD is quite different from traditional quality
systems which aim at minimizing negative quality (such as poor service, broken
product). With traditional systems, the best we can get is nothing wrong - which
is no longer good enough, hi addition to eliminating negative quality, we must
also maximize positive quality (such as convenience, ease of use). This creates
value which leads to customer satisfaction. Quality Function Deployment is the
only comprehensive quality system aimed specifically at satisfying the customer.
It concentrates on maximizing customer satisfaction (positive quality) - measured
by metrics such as repeat business. QFD focuses on delivering value by seeking
out both spoken and unspoken needs, translating these into actions and designs,
and communicating these throughout the organization. Further, QFD allows
customers to prioritize their requirements, benchmark us against our competitors,
and then direct us to optimize those aspects of our product and organization that
will bring the greatest competitive advantage. What business can afford to waste
limited financial, time and human resources on things customers don't want or
where we are already the clear leader.
To develop the new “Toshiba Laptop” The Quality Function Deployment Team
have developed a “House of Quality” which is the translation of Customers
requirements into the Engineers Voice.
Toshiba:-
The second company, Hakunetsusha, was established in 1890 and was Japan's
first producer of incandescent electric lamps. It diversified into the manufacture of
other consumer products and in 1899 was renamed Tokyo Denki (Tokyo Electric).
The merger in 1939 of Shibaura Seisakusho and Tokyo Denki created a new
company called Tokyo Shibaura Denki. It was soon nicknamed Toshiba, but it
wasn't until 1984 that the company was officially renamed Toshiba Corporation.
The group expanded strongly, both by internal growth and by acquisitions, buying
heavy engineering and primary industry firms in the 1940s and 1950s and then
spinning off subsidiaries in the 1970s and beyond. Groups created include
Toshiba EMI (1960), Toshiba Electrical Equipment (1974), Toshiba Chemical
(1974), Toshiba Lighting and Technology (1989), Toshiba America Information
Systems (1989) and Toshiba Carrier Corporation (1999).
Toshiba was responsible for a number of Japanese firsts, including radar (1942),
the TAC digital computer (1954), transistor television and microwave oven
(1959), color video phone (1971), Japanese word processor (1978), MRI system
(1982), laptop personal computer (1986), NAND EEPROM (1991), DVD (1995),
the Libretto sub-notebook personal computer (1996) and HD-DVD (2005).
In 2001, Toshiba signed a contract with Orion Electric, one of the world's largest
OEM consumer video electronic makers and suppliers, to manufacture and
supply finished consumer TV and video products for Toshiba to meet the
increasing demand for the North American market.
Competitors:-
Acer:-
Acer Inc is a Taiwanese multinational electronics manufacturer. It owns the
largest franchised computer retail chain in Taiwan, Acer land. Acer is the third
largest computer maker in the world (after HP and Dell) and its product lineup
includes desktop and mobile PCs (laptops),as well as personal digital assistants
(PDAs), servers and storage, displays, peripherals, and e-business solutions for
business, government, education, and home users.
Multitech, which was founded by Stan Shih , his wife Carolyn Yeh, and a group of
five others in 1976, was bought by American lawyer Tom Acer and renamed Acer
in 1987. It began with eleven employees and $25,000 in capital. Initially, it was
primarily a distributor of electronic parts and a consultant in the use of
microprocessor technologies. The global headquarters is in Hsichih City, Taiwan.
In 2000, Acer spun off its manufacturing operation (as Wistron Corporation) to
focus itself on branding business. In deciding to support the sales of its product
lines through specific marketing activities that best utilise distribution channels,
Acer grew worldwide while its labor force contracted. In 2002, the pan Acer
Group employed 39,000 people supporting dealers and distributors in more than
100 countries. Revenues reached US $12.9 billion that year. By 2005, Acer
employed 7,800 people throughout the world while maintaining a global sales
and service network. Revenues were US$4.9 billion in 2003[3] and US$11.31
billion in 2006. Acer's North American market share slipped over the past few
years while the European market share has gone up. (Acer, Wikipedia)
IBM:-
IBM has been known through most of its recent history as the world's largest
computer company. With over 350,000 employees worldwide, IBM is the largest
information technology employer in the world. IBM holds more patents than any
other U.S. based Technology Company. It has engineers and consultants in over
170 countries and IBM Research has eight laboratories worldwide. IBM
employees have earned three Nobel Prizes, four Turing Awards, five National
Medals of Technology, and five National Medals of Science. As a chip maker,
IBM is among the Worldwide Top 20 Semiconductor Sales Leaders. (IBM, Official
Website)
Toshiba Laptop:-
“"I have bought three laptop computers from Toshiba in the last seven years, "but
my next one will probably be an IBM." Due to Toshiba's leading edge technology,
reliability, and innovative features, this customer has not been attracted by IBM
as much as he has been chased away by his non-product encounters with
Toshiba, which have become too frequent, time consuming, and at the early
learning curve phase of owning a leading edge model machine. (Reviews, Toshiba
Customer support)
hi a competitive market, how much customer good will, future business, and
word-of-mouth advertising was squandered by the non-product related
encounters mentioned above. How could they have been avoided? How could
customer satisfaction have been assured? For those product categories which
have achieved a high level of meeting customer expectations.
Design Objectives:-
RESPONSIBILIITES
Marketing Department:-
Finance Department:-
R&D Department:-
Operations Department:-
HOUSE OF QUALITY
1. Voice of Customers
2. Planning Matrix
3. Voice of Engineers
4. Inter-Relationship Matrix
5. Roof
6. Target Priorities
5. ROOF
3. Voice of Engineers
1. Voice of Customers
2. Planning Matrix
4. Inter-Relationships
6. Target Priorities
VOICE OF CUSTOMERS
This is the first step of HOQ and the most important. It documents the structured
list of customer’s requirements. The information is usually gathered through
conversation with customers in which they are encouraged to describe their
problems. After gathering customer’s requirement they are arranged into groups
with perceived association and importance is given to each requirement as
customers described.
The normal Laptop Battery works on for about 1.5 to 2 hrs with full
multimedia back, The customers complaints about the low battery timings
and want to be extended it to at least 3 to 4 hrs.
2. Light Weight:-
The laptops usually weights from 5 pounds to 9 pounds .Customer
preference is the less weight as much as possible.
3. High Screen Resolution:-
Today the high resolution screens are used in Laptops to be well
displayed in sunlight, the requirement was high resolution screen approx
to 1600 x 1200 dpi.
4. Exterior Colorful:-
Customers are bored of traditional Black Color of Laptops; they want
more colors for their machines.
5. Wireless Connectivity:-
It is the Era of wireless Technology, More emphasis by customers is on
Wireless Connectivity.
6. Shape/Sleekness:-
Shape is the most admirable attribute of any high tech product, unique
shape and cuts are the requirements of the Customers.
7. Memory Extendable:-
Large memory slots are being demanded by customers frequently.
8. Warranty/Customer Support:-
Extended Warranties and up gradation of Laptops software’s is the
Requirement of the People.
9. Security:-
Customers are quite conscious for their laptop’s security.
10. Unique Feature:-
Customers need new Innovations in the Laptops.
PLANNING MATRIX:-
The planning matrix serves several functions. Firstly it quantifies the customer’s
requirement priorities and their perception of performance of existing product.
Secondly it allows these priorities to be adjusted based on the issues that
concern the design team. The measures used in this step are generally gathered
through questionnaire from customers.
The first three column of planning matrix measures customer’s perceptions about
our product and competitor’s products and data is gathered through
questionnaire on predefined scale (1 to 5). This data shows how customers feel
about our product relative to competitor’s products.
VOICE OF ENGINEERS:-
3-TFT Screen:-
TFT is the trans flash screen used in High definition Televisions and advanced
viewing devices with the maximum resolution of approx to 1600 x 1200 dpi,
Which will enhance the view in the sunlight and day time, with crisp, sharp
images.
4- Seven-Color Exterior:-
Body color in the Laptops is quite in existence we have introduced 7 colors for
the laptops which would be
Computer Beige
Red
Off White
Silver
Metallic Blue
Metallic Silver
Plasma Brown
All these color supports the Aluminum Casing tops of Laptops, It add cost to the
Laptops, these colors are made to provide the body electric shock resistance.
This laptop sports a simple sleek look the design quite elegant. It draw too much
attention at first, The chassis feels quite solid, it can support the display as used
in conventional notebooks which support multiple hinges
7-Drivers Up gradation:-
The laptop comes with all of its software preinstalled; Drivers upgraded versions
are available on the Toshiba Website, for all the operating systems including
MAC, Linux, Windows XP, VISTA, and TABLET EDITION. and extended warranty
of 2 years come with the purchase and could be further extended to life time.
Inbuilt retina scanner is the advanced device which is installed in the laptop for
more security it can record up to 15 eye –retina live, and could be only used if the
retina is matched it is the most advanced option we have installed with complete
customer support., The finger scanner is embedded in the Mouse track point
which can also be used to lock the system, both the devices are optional and
used one by one on demand.
9-Vibration Sensor
Additionally there is a vibration sensor in the device that senses movement and
stops the hard drive from spinning in order to prevent damage to the hard drive.