FICCI CE

Quality Function Deployment ( QFD )

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Quality Function Deployment ( QFD )

At the time of fresh start, the product may be unique

to the industry and have competitive advantages.

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QFD

It must remain constantly alert and responsive to the

changing needs of the customers. Because if the
company is not responsive to these changing needs,
the passage of time will erode the early competitive
advantages.
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QFD

QFD is a scientific technique for translating the voice of

the customer into development of products and
services. It is a complete product planning process as
opposed to problem solving and analysis. The
technique was invented by Akashi Fukuhara of Japan
and first applied with very good results at Toyota.
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Components of QFD Matrix

Technical
requirements

Relating customer Customer

Customer
requirements to competitive
requirements
technical requirements assessment

Competitive technical assessment

Operational goals
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Step 1 : List customer requirements and rank

Importance
Customer Requirements on 10 point
scale

Very Important

Moderately Important

Slightly important
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Step 2 : List technical requirements to meet customer requirements

Technical Requirements
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Step 3 : Comparing product with the nearest competitor

Complaints
Customer competitive
evaluation on 5 point scale( 5 high , 1 low )

Rank
1 2 3 4 5 Action

Customer Requirements

Competitor product Our product

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Step 4 : Establish relationship between customer requirement

and technical requirements

Technical Requirements
Strong relation

Moderate relation
Weak relation

Rank
Customer Requirements
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QFD Matrix overview after step 4

Technical Requirements

Competitive evaluation

Rank
Customer Requirements
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Step 5 : Do competitive technical Assessment

Technical Requirements
Competitive evaluation

Rank
Customer Requirements

5
Competitive 4
Technical Competitor assessment
3
Assessment 2
Our assessment
1
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Step 6 : Mention operational targets or action points

Technical Requirements
Competitive evaluation

Customer Requirements Rank

Competitive
Technical
Assessment

Operational
New Product
Targets
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New car development

A product development team wants to determine what the customers

want in a new car. After interviewing about 120 car drivers, the team
came out with the following chart of the customer requirements :
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Desired product attributes in a new car
Requirement Rank
• Easy to drive 5
• Quiet riding , no squeaks or rattles 4.8
• Excellently finished 4.6
• Smooth riding even on rough road 4.5
• Excellent gas mileage 3.9
• Aerodynamic design 3.8
• Hugs the road 3.7
• Free from breakdowns 3.6
• Fast acceleration 3.5
• Virtually maintenance free 3.4
• Durable - will last 150000 miles 3.3
• Protects the driver and passenger in case of accident 3.2
• Classic styling 3
• Has instruments to read critical functions 2.2
• Has many electronic devises 2
• Has convertible roof 1.4
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QFD
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