Qfd Report

8/18/2019 Qfd Report

1/18

Birla Institute of Technology and Science,

Pilani

QUALITY CONTROL ASSURANCE

AND RELIABILITY

Quality function deployment in

Online Retailing

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QUALITY FUNCTION DEPLOYMENT

What’s QFD?

Quality Function Deployment refers to both (1) determining what

will satisfy the customer and (2) translating those customerdesires into the target design. So, in short we can say that

3! process for determining customer re"uirements

(customer #wants$) and translating them into the

attributes (the #hows$) that each functional area can

understand and act on.4

Quality function deployment (QFD) is a #method to transform user

demands into design quality, to deploy the functions forming

quality, and to deploy methods for achieving the design quality

into subsystems and component parts, and ultimately to specic

elements of the manufacturing process.$ as described by Dr. Yoji

Akao, who originally de%eloped QFD in &apan in 1', when the

author combined his wor in "uality assurance and "uality control

points with function deployment used in *alue +ngineering.

QFD is designed to help planners focus on characteristics of a newor eisting product or ser%ice from the %iewpoints of maret

segments, company, or technology-de%elopment needs. he

techni"ue yields graphs and matrices.

QFD helps transform customer needs (the %oice of the customer

/*0) into engineering characteristics (and appropriate test

methods) for a product or ser%ice, prioriti3ing each product or

ser%ice characteristic while simultaneously setting de%elopment

targets for product or ser%ice.


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Hous o! Qua"it#

0ne of the tools of QFD is the house of "uality. he hous o!

$ua"it# is a graphic techni"ue for de4ning the relationshipbetween customer desires and product (or ser%ices). De4ned as

35ouse of Quality is a part of Quality Function

Deployment process that utili3es a planning matri

to relate customer #wants$ to #how$ the 4rm is going

to meet those #wants$.4

5ouse of Quality is a diagram, resembling a house, used for de4ning the

relationship between customer desires and the 4rm6product capabilities. 7t isa part of the Quality Function Deployment (QFD) and it utili3es a planning

matri to relate what the customer wants to how a 4rm (that produces the

products) is going to meet those wants. 7t loos lie a 5ouse with a

8correlation matrix 8 as its roof, customer wants %ersus product features as

the main part, competitor e%aluation as the porch etc. 7t is based on 8the

belief that products should be designed to re9ect customers: desires and

tastes8. 7t also is reported to increase cross functional integration within

organi3ations using it, especially between mareting, engineering and

manufacturing.

+%ery successful company has always used data and information to help in

its planning processes. 7n planning a new product, engineers ha%e always

eamined the manufacturing and performance history of the current product.

hey loo at 4eld test data, comparing their product to that of their

competitor;s product. hey eamine any customer satisfaction information

that might happen to be a%ailable.


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here are many di?erent forms of the 5ouse of Quality, but its ability to be

adapted to the re"uirements of a particular problem mae it a %ery strong

and reliable system to use. 7ts general format is made up of si ma@or

components. hese include customer re"uirements, technical re"uirements,

a planning matri, an interrelationship matri, a technical correlation matri,

and a technical priorities6benchmars and targets section.

he basic structure is a table with 8whats8 as the labels on the left and

8hows8 across the top. he roof is a diagonal matri of 8hows %s. hows8 and

the body of the house is a matri of 8whats %s. hows8. =oth of these matrices

are 4lled with indicators of whether the interaction of the speci4c item is a

strong positi%e, a strong negati%e, or somewhere in between. !dditional

annees on the right side and bottom hold the 8Ahys8 (maret research,

etc.) and the 8how muches8. Banings based on the Ahys and the

correlations can be used to calculate priorities for the hows. 5ouse of Quality

analysis can also be cascaded, with 8hows8 from one le%el becoming the

8whats8 of a lower le%elC as this progress the decisions get closer to the

engineering6manufacturing details.

he initial steps in forming the 5ouse of Quality include determining,

clarifying, and specifying the customers; needs. hese steps lay the

foundation for a clearly de4ned %enture and will ensure a pro@ect or process

is well thought out prior to any further de%elopment.

C"ari!#i%& Custo'r N(s

ustomers buy bene4ts and producers o?er features. his seems lie a

relati%ely simple notionC howe%er, unless customers and producers are

perfectly in tune with one another, it may be %ery dicult to anticipate these

features, or each underlying bene4t from each producer. 7t is of utter

importance to translate the wishes of each and e%ery customer into some

tangible %alues that can be turned into engineering speci4cations.

)*+i!#i%& th Custo'r N(s

!fter determining what items are most important to the customer,organi3ations must translate them into particulate speci4cations. Eothing

can be produced, ser%iced or maintained without detailed speci4cations or

some set of gi%en standards. +ach aspect of the desired item must be clearly

de4ned >easurements must be de4ned, heights speci4ed, tor"ues stated,

and weights targeted.

o build the house of "uality, basic se%en steps are performed. hese steps

are


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Determine the desirable technical attributes.Desirable technical attributes, our performance and the

competitor:s performance are determined and compared.

+%aluate competing products.5ow well do competing products meet customer wants

(entirely made on research)

De%elop importance ratings.


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o-relationships

echnical re"uirements

Belationship >atriustomer Be"uirements

echnical attributes

echnical e%aluation

7 m p

.B at i n g s

1 om p et i t i % e! s s e s s m ent

=asic graphic diagram for any house of "uality resembles this one


7/18

Online Retailing Services: Baggy.com

What is Online Retailing?

0nline retailing is the sale of goods through the 7nternet. Betail

stores can o?er a %ariety of goods sold primarily through a webpage

or other online source. !uction sites, such as e=ay, o?er a place

where retailers can sell their items without creating their own page.

he goods can be sold through classi4ed ads, auction sites, a

business webpage, or e-mail ad%ertising. For e%en more sales, many

online store owners ha%e started using apps that load ads to mobile

de%ices.

he retail industry pro%ides an eciting way of life for the more

than 2G million people who earn their li%elihood in this sector of the


8/18

A a n t s I F i n d o u t w h a t t h e c u s t o m e r w a n t s . . .

I A i n n i n g o r d e r s c a n b e a c h i e % e d t h r o u g h t h e s e w a n t s . . .

5 o w I D o w e h a % e a b i l i t y t o m a ) e p r o d u c t i n a c c r o d a n c e t o t h e w a n t s . . .

I 5 o w w e w o u l d b e a b l e t o d o t h a t

D e s i g n I J r o d u c t s p e c i 4 c a t i o n s a r e d e s i g n e d a n d d i s c u s s e d . . .

I F i n a l p r o d u c t t h r o u g h 5 0 Q i s d e s i g n e d a n d f a b r i c a t e d . . .

e s t I F i n a l m a r ) e t t e s t . . . I + % a l u a t i o n f o r t h e p r o d u c t . . . S u c c e s s f u l

ecision over !roduct availa"ility

5e ,ta2ted out to find t"e p2efe2ence, of t"e potential cu,tome2, t"2oug" a 6ue,tionnai2e7

T"e2eafte2 89e follo9ed t"e ,e6uence of ,tep, a, gi#en elo97


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#uestionnaire

T"e follo9ing 6ue,tionnai2e 9a, u,ed to figu2e out t"e :5ant,; of t"e potential cu,tome2,


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Wants $as figured out from the survey%

T2u,t and Reliaility


11/18

#&'STIO(()IR' S*OR'S

T"e analy,i, of t"e ,u2#ey 2e#ealed t"e follo9ing ,co2e, fo2 t"e :5ant,;7

=uge um2ella of c"oice, (

Quic- ,"ipment and deli#e2y /

)o,t Sale, Se2#ice +

T2u,t and Reliaility .

Di,count, and offe2, '

Detailed and accu2ate info2mation ?

Quic- and con#enient $


12/18

R'1)TIO( B'TW''( 2OWS

'3'1OP I/PORT)(*' R)TI(4


13/18

T"i, ,tep i, 6uite difficult and longe27 In t"i, ,tep8 fi2,t 9e;ll d2a9 t"e 2elation,"ip mat2i*

et9een t"e 3"o9,4 and t"e 39ant,47 T"en 9e dete2mine t"e impo2tance 2ating, fo2 ou2 final

9o2- to e ,ta2ted7

Impo2tance 2ating

Transaction Privacy and

Safety

567 89

*lear Returns and Refunds

!olicy

+*+ .*+ ++

elivering *ustomer 3alue >*& '*& &?

Retail 1ogistics /*+ '$

'rror ree Processing /*? $&

emand riven su!!ly (*? '*& $(


14/18

'3)1&)T' *O/P'TI(4 S'R3I*'S

A competiti#e analy,i, i, a c2itical pa2t of you2 company ma2-eting plan7 5it" t"i, e#aluation8

9e can e,tali," 9"at ma-e, ou2 p2oduct o2 ,e2#ice uni6ueand t"e2efo2e 9"at att2iute, you

play up in o2de2 to att2act you2 ta2get ma2-et7

In t"i, ,tep8 9e;ll compa2e featu2e, of competing p2oduct, of ot"e2 companie,7 @o2 e*ample8 inma2-et8 9e ,ay T"2ee companie, @lip-a2t 8 Amaon and Snapdeal a2e competing fo2 Online

Retailing7

So8 9e;ll fi2,t di,cu,, and compa2e t"ei2 2etailing ,e2#ice, to get a mo2e comp2e"en,i#e and

detailed 2epo2t aout Online 2etailing7


15/18


16/18

*O(*1&SIO(

T"e follo9ing ad#antage, of Q@D can e clea2ly ,een f2om ou2 ,tudy!

*ustomer driven

T"e focu, i, on cu,tome2, 9ant,8 not 9"at t"e company t"in-, t"e cu,tome2

9ant,7 T"e FGoice of t"e Cu,tome2F d2i#e, t"e de#elopment p2oce,,7

*o-ordinated decision maing

It "elp, o2ganiation, 2eac" ag2eement on mea,u2ement ,y,tem, and

pe2fo2mance ,pecification, t"at 9ill meet cu,tome2 2e6ui2ement,7

*om!etitive analysis

Ot"e2 p2oduct, in t"e ma2-etplace a2e e*amined8 and t"e company p2oduct i,2ated again,t t"e competition7

Prioriti0ing

It al,o p2io2itie, t"e ,tep, t"at a u,ine,, mu,t ta-e in o2de2 to ,ati,fy t"e

,po-en and un,po-en 2e6ui2ement, of t"e cu,tome27

Reduced develo!ment time

Ca2eful attention to cu,tome2 2e6ui2ement, 2educe, t"e 2i,- t"at c"ange, 9ill e

2e6ui2ed late in t"e p2o1ect life cycle7 Time i, not ,pent de#eloping in,ignificant

function, and featu2e,7

Reduced develo!ment costs

T"e identification of 2e6ui2ed c"ange, occu2, ea2ly in t"e p2o1ect life cycle

2educe, de#elopment co,t,

ocumentation

A -no9ledge a,e i, uilt a, t"e Q@D p2oce,, i, implemented7 A "i,to2ical

2eco2d of t"e deci,ionma-ing p2oce,, i, de#eloped7

Im!roves team+or

Q@D en,u2e, t"at you2 o2ganiationH, team, 9o2- toget"e2 y focu,ing t"em on

t"e ,ame goal7

In e,,ence8 utiliing Q@D "elp, u,ine,,e, gain a competiti#e ad#antage7


17/18

A,EA) OF APPLICATION OF QFDQFD is applied in a wide %ariety of ser%ices, consumer products,

military needs (such as the F-GK &oint Strie Fighter and emerging

technology products. he techni"ue is also used to identify anddocument competiti%e mareting strategies and tactics (see

eample QFD 5ouse of Quality for +nterprise Jroduct

De%elopment, at right). QFD is considered a ey practice of

Design for Si Sigma (DFSS - as seen in the referenced roadmap).

7t is also implicated in the new 7S0 'LLL2LLL standard which

focuses on customer satisfaction.

Besults of QFD ha%e been applied in &apan and elsewhere into

deploying the high-impact controllable factors in Strategic

planning and Strategic management (also nown as 5oshin Manri,

5oshin Jlanning, or Jolicy Deployment).

!c"uiring maret needs by listening to the *oice of ustomer

(*0), sorting the needs, and numerically prioriti3ing them (using

techni"ues such as the !nalytic 5ierarchy Jrocess) are the early

tass in QFD. raditionally, going to the Nemba (the 8real place8

where %alue is created for the customer) is where these customerneeds are e%idenced and compiled.


18/18

,EFE,ENCE) he content abo%e is taen from following websites

• Wiki*(ia (Aiipedia.org)

• QFD O%"i% ("fdonline.com)

• QFD Ca*tur ("fdcapture.com)

• -oo&" (google.com)

• E%+arta E%+#+"o*(ia (encarta.msn.com)

• rita%%i+a O%"i% E%+#+"o*(ia (britannica.com)

• QFD I%stitut ("fdi.org)

• i)i/)i&'a 0 Hous o! Qua"it# (isisigma.com6tt6"fd)

!dditionally the following boo helped me

• O*ratio%s Ma%a&'%t by &ay 5ei3er

0nline JDF resources used

• Pu1"i+ )tat HOQ

(public.iastate.edu6O%[email protected])

• )ta%!or( U%i2rsit#

(mml.stanford.edu6publications61''P61''P.A7S.QFD.>artin.pdf)

• U) Csu+hi Cor*. ([email protected])

•CI,I Or&%. (www.ciri.org.n36downloads6Quality2LFunction2LDeployment.pdf)

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