1. Q F D (QUALITY FUNCTION DEPLOYMENT)
BUKU :
QFD by : Lou Cohen
Operation mgt by : Heizer, Jay, Render, Barry

2. 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

3. QFD House of Quality

4. House of Quality Sequence Indicates How to Deploy Resources to Achieve Customer Requirements

5. 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
One notion which might be discussed at this stage is the attempts by manufacturers to add information to an existing good rather than develop a new good.

6. Customer Requirements Stage
Identifies & positions key product benefits
Stated in core benefits proposition (CBP)
Example: Long lasting with more power (Sears’ Die Hard Battery)
House of Quality
Customer Requirements
Product Characteristics
Identifies detailed list of product attributes desired by customer
Focus groups or 1-on-1 interviews
Here begins the attempt to link the product directly with the customer.
You might specify a product and ask students to identify first the attributes of interest to the customer, and second the “benefits” to the customer.

7. 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
Customer Requirements
Product Characteristics
At this point we have to start adding precision to our specifications. If we want a product to be “easy to use,” what exactly does that mean? To use by whom? With what level of preparation? Etc.

8. Product Specification Stage
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)
House of Quality
Product
Characteristics
Component Specifications
At this point, we have to develop the information necessary to actually produce the product - and, to know that it has been produced appropriately.

9. 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

10. House of Quality Example
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.
© T/Maker Co.

11. House of Quality Example
High relationship  Medium relationship  Low Relationship
Customer
Requirements
Importance
Target Values

12. 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
Exposure
Customer
Requirements
Importance

13. House of Quality Example
Average customer importance rating
Customer
Requirements
Customer
Importance
Aluminum
Parts
Auto
Focus
Auto
Exposure
Light weight 3 2
Easy to use
Reliable 1
Target Values
High relationship  Medium relationship  Low Relationship

14. House of Quality Example
High relationship  Medium relationship  Low Relationship
Customer
Requirements
Importance
Light weight
Easy to use
Reliable
Aluminum
Parts
Auto
Focus
Exposure  3 2 1
Relationship between customer attributes & engineering characteristics (‘rooms’)

15. House of Quality Example
Target values for engineering characteristics (‘basement’);
key output
Customer
Requirements
Customer
Importance
Aluminum
Parts
Auto
Focus
Auto
Exposure
Light weight 3 
Easy to use 2  
Reliable 1  
Target Values 5 1 1
High relationship  Medium relationship  Low Relationship

16. House of Quality Example
High relationship  Medium relationship  Low Relationship
Customer
Requirements
Importance
Target Values
Light weight
Easy to use
Reliable
Aluminum
Parts
Auto
Focus
Exposure  3 2 1 5 