QFD

QUALITY FUNCTION DEPLOYMENT

Quality

Function

Deployment

QUALITY FUNCTION

DEPLOYMENT DEVELOPMENT OF HOUSE OF QUALITY OF

‘PIZZA’

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 specific elements of

the manufacturing process.” --- Dr. Yoji Akao

Unit_04_TQM

3/26/2015

TITLE SUB-TITLES PAGE NO.

PREFACE ---

QUALITY FUNCTION

DEPLOYMENT

INTRDUCTION

DEFINITIONS

OBJECTIVES OF QFD

STEPS IN QFD

HISTORY OF QFD WHAT’S IN A NAME

USE OF QFD ----

HOUSE OF QUALITY DEFINITIONS

BASIC STRUCTURE OF

DEVELOPING HOQ

SEVEN STEPS OF

DEVELOPING HOQ

HOUSE OF QUALITY

OF PIZZA

PIZZA

HISTORY OF PIZZA

TYPES OF PIZZA

PIZZA IN PAKISTAN

INGREDIENTS IN

PIZZA

P a g e | 3

PREFACE

THIS REPORT ‘QUALITY FUNCTION DEPLOYMENT (DEVELOPMENT OF HOUSE OF QUALITY OF

‘PIZZA’) ’ CONTAINS BASIC INFORMATION ABOUT THE CONCEPT, USAGE, FUNCTION,

SIGNIFICANCE, IMPORTANCE AND APPLICATION OF QUALITY FUNCTION DEPLOYMENT AND

ITS ONE MAIN TOOL i.e., HOUSE OF QUALITY. THE MAIN OBJECTIVE OF THIS REPORT IS THE

DEVELOPMENT OF :

� HOUSE OF QUALITY OF ‘PIZZA’

QUALTY FUNCTION DEPLOYMENT

INTRODUCTION

"Time was when a man could order a pair of shoes directly from the cobbler. By measuring

the foot himself and personally handling all aspects of manufacturing, the cobbler could

assure the customer would be satisfied," lamented Dr. Yoji Akao, one of the founders of

QFD, in his private lectures.

Quality Function Deployment (QFD) was developed to bring this personal interface to

modern manufacturing and business. In today's industrial society, where the growing

distance between producers and users is a concern, QFD links the needs of the customer

(end user) with design, development, engineering, manufacturing, and service functions.

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DEFINITIONS

Listening to voice of the market (customer). It is a structured product development process which translates what the market requires into a program to create, manufacture, and deliver it. In a QFD process, multi-skilled teams collaborate to arrive at a common understanding of the customer needs, and determine the appropriate technical requirements of each stage.

Businessdictionary.com

Quality Function Deployment is a process for determining customer requirements (customer “wants”) and translating them into the attributes (the “hows”) that each functional area can understand and act on.

Operations Management (Eighth Edition),

BY Jay Heizer and Barry Render.

Listening to voice of the market (customer). It is a structured product development process which translates what the market requires into a program to create, manufacture, and deliver it. In a QFD

skilled teams collaborate to arrive at a common understanding of the customer needs, and determine the appropriate technical requirements of each

Businessdictionary.com

Quality Function Deployment is a process for determining customer requirements (customer “wants”) and translating them into the attributes (the “hows”) that each functional area can understand and


BY Jay Heizer and Barry

OBJECTIVES OF QFD

The main objectives of Quality Function Deployment are

� Understanding Customer Requirements

� Quality Systems Thinking + P

� Maximizing Positive Quality That Adds Value

� Comprehensive Quality System for Customer Satisfaction

� Strategy to Stay Ahead of The Game

As a quality system that implements elements of Systems Thinking with elements

of Psychology and Epistemology (knowledge), QFD provides a system of

comprehensive development process for:

� Understanding 'true' customer needs from the customer's perspective

� What 'value' means to the customer, from the customer's perspective

� Understanding how customers or end users become interested, choose, and

are satisfied

� Analyzing how do we know the needs of the customer

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 specific elements of the manufacturing process.”

en.wikipedia.org

uality Function Deployment are:

Understanding Customer Requirements

Quality Systems Thinking + Psychology + Knowledge/Epistemology

Maximizing Positive Quality That Adds Value

Comprehensive Quality System for Customer Satisfaction

Strategy to Stay Ahead of The Game


Psychology and Epistemology (knowledge), QFD provides a system of

comprehensive development process for:

Understanding 'true' customer needs from the customer's perspective

What 'value' means to the customer, from the customer's perspective

ng how customers or end users become interested, choose, and

Analyzing how do we know the needs of the customer

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 specific elements of the manufacturing process.” --- Dr. Yoji Akao

en.wikipedia.org


Psychology and Epistemology (knowledge), QFD provides a system of

ng how customers or end users become interested, choose, and

P a g e | 7

� Deciding what features to include

� Determining what level of performance to deliver

� Intelligently linking the needs of the customer with design, development,

engineering, manufacturing, and service functions

� Intelligently linking Design for Six Sigma (DFSS) with the front end Voice of

Customer analysis and the entire design system

STEPS IN QFD

To develop a QFD it is necessary to have technical knowledge and an understanding of the

techniques that assist in the development of each room, some of the steps used in

developing a QFD are listed below:

� Capture the Voice of the Customer with market research

� Importance ranking using Analytical Hierarchy Process

(AHP)

� How to deliver facilitation

� How Much to Deliver

� Relationship matrix to link wants and desires

� Benchmarking

� Organizational difficulty

� Correlation matrix of specifications

� Written requirements

These are only a few of the rooms that are developed in QFD level 1. Continuing through

product development requires passing on the outputs into product details, process details

and eventually the process controls needed to assure quality.2

HISTORY OF QFD

WHAT’S IN A NAME

“Quality Function Deployment” was originally created by two Japanese professors back in

the 1960’s (Drs. Yoji Akao and Shigeru Mizuno). Thus, the process was originally given a

Japanese name, which was later translated into English. The original Japanese name, “Hin-

shitsu Ki-no Ten-kai”, was translated quite litterally into the name “Quality Function

Deployment”. Although the name supposedly carries with it a more intuitive meaning in

Japanese, it doesn’t seem to have the same readily apparent meaning in English.

Additionally, the term “QFD” is used by many people today to refer to a series of “House of

Quality” matrices strung together to define customer requirements and translate them into

specific product features to meet those needs. However, these prioritization matrices were

only a small part of the system that Drs. Akao and Mizuno originally created. Thus, the

application of the term “QFD” has changed over the course of the past 30+ years as well.

Even though much was lost in translation from its Japanese name, “Quality Function

Deployment” was a much more apropos name for the system of processes originally created

by Akao and Mizumo than it is for the derivative tool that it has come to refer to today.

P a g e | 9

� QFD is about communication and decision making, and its tools can truly

any industry. The House of Quality matrix, in particular, is an almost universal tool

that can be used for prioritizing anything from a family budget to the complex

engineering tasks of an automobile manufacturer.

� The House of Quality matrix is

of the customer”. It is important to note that the customer in question may be a

product or service consumer, a corporate executive, or even another department

within the same company. In fact, the

self–for the HOQ tool is an excellent way to evaluate a complex decision and

prioritize one’s own requirements.

DEFINITIONS

A decision making and planning tool that brings customers and engineers together in the product design process. House of quality is one of the four houses or phases of quality function deployment. House of quality provides a structure for the design and development cycle. The name is derived from the use of matrices that explore the relationship between customer needs and design attributes. The matrices used in the analysis fit together to form a houselike structure.

Dictionary.bnet.com

USE OF QFD

is about communication and decision making, and its tools can truly



engineering tasks of an automobile manufacturer.

The House of Quality matrix is one of the best tools available for clarifying the “voice



within the same company. In fact, the “customer” in question may even be one’s

tool is an excellent way to evaluate a complex decision and


HOUSE OF QUALITY

A decision making and planning tool that brings customers and engineers together in the product design process. House of quality is one of the four houses or phases of quality function deployment. House of quality provides a structure for the design and development cycle. The name is derived from the use of matrices that explore the relationship between customer needs and design attributes. The matrices used in the analysis fit together to form a houselike structure.

Dictionary.bnet.com

USE OF QFD

is about communication and decision making, and its tools can truly be used in



one of the best tools available for clarifying the “voice



“customer” in question may even be one’s

tool is an excellent way to evaluate a complex decision and

HOUSE OF QUALITY

House of Quality is a diagram, resembling a house, used for defining the relationship between customer desires and the firm/product capabilities. It is a part of the Quality Function Deployment (QFD) and it utilizes a planning matrix to relate what the customer wants to how a firm (that produce the products) is going to meet those wants.

en.wikipedia.org

A part of the Quality Function Deployment process that utilizes a planning matrix to relate customer “wants” to “how” the firm is going to meet those “wants”.


By Jay Heizer and Barry Render.

House of Quality is a diagram, resembling a house, used for defining the relationship between customer desires and the firm/product capabilities. It is a part of the Quality Function Deployment (QFD) and it utilizes a planning matrix to relate what the customer wants to how a firm (that produce the products) is going to meet those wants.

en.wikipedia.org

A part of the Quality Function Deployment process that utilizes a planning matrix to relate customer “wants” to “how” the firm is going to

Operations Management (Eighth

By Jay Heizer and Barry Render.

P a g e | 11

BASIC STRUCTURE OF HOQ

The basic structure is a table with "Whats" as the labels on the left and "Hows" across the

top. The roof is a diagonal matrix of "Hows vs. Hows" and the body of the house is a matrix

of "Whats vs. Hows". Both of these matrices are filled with indicators of whether the

interaction of the specific item is a strong positive, a strong negative, or somewhere in

between. Additional annexes on the right side and bottom hold the "Whys" (market

research, etc.) and the "How Muches". Rankings based on the Whys and the correlations

can be used to calculate priorities for the Hows.

The first matrix of the QFD process typically takes the very non technical Voice of the

Customer (VOC), scientifically ranks the importance of these wants, needs and desires and

links technical "How To's" to the wants, needs, and desires. Each "How To" is translated or

cascaded into Measures and Metrics for measuring success.

Each room’s function is similar to the rooms of the typical home. The kitchen, the living

room, the bedroom, each have unique functions just like the "House of Quality" QFD level 1.

QFD level 1 also provides the opportunity to do benchmarking of current products against

the measures and metrics. QFD level 1 also considers how each "technical how" might effect

each other. This correlation section is often called the roof section because it is on top of

the matrix and is angled like a roof.

When completed, requirements are written, benchmarking features are established to

study further, and competing specifications are ranked to balance the delivery of a design

based on the impact on the customer.

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7 STEPS OF DEVELOPING HOQ

7 STEPS OF DEVELOPING HOQ

HOUSE OF QUALITY OF PIZZA

PIZZA

Pizza is an oven-baked, flat, disc shaped bread usually topped with tomato sauce and

mozzarella and then a selection of meats, salamis, seafood, cheeses, vegetables and herbs

depending on taste and culture.

Originating in Neapolitan cuisine, the dish has become popular in many different parts of

the world. A shop or restaurant that primarily makes and sells pizzas is called a "pizzeria".

The phrases "pizza parlor", "pizza place" and "pizza shop" are used in the United States. The

term pizza pie is dialectal, and pie is used for simplicity in some contexts, such as among

pizzeria staff.

HISTORY OF PIZZA

The Ancient Greeks covered their bread with oils, herbs, and cheese. The Romans developed

placenta, a sheet of flour topped with cheese and honey and flavored with bay leaves.

Modern pizza originated in Italy as the Neapolitan pie with tomato. In 1889 cheese was

added.

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King Ferdinand I (1751–1825) is said to have disguised himself as a commoner and, in

clandestine fashion, visited a poor neighborhood in Naples. One story has it that he wanted

to sink his teeth into a food that the queen had banned from the royal court—pizza.

TYPES OF PIZZA

� Thin Crust Pizza

� Meatlovers

� Oven Baked

� Greek Style

� Triple Meat Pizza

� Pineapple And Chicken

� Muffuleta Pizza

� Supreme Pizza

� Chicago Style Pizza

� Buffalo Chicken

� Deep Dish Pizza

� Poop Pizza

� Seafood

� Pepperoni Pizza

� Cow Brains Pizza

� Philly Cheesecake Pizza

� Cheese Pizza

� Mexican

� Extra Cheese

� Thai Pizza

� Grilled

� Californian

� Pizza Pie

� Caramelized Onion

� Sicilian

PIZZA IN PAKISTAN

The first pizzerias opened up in Karachi and Islamabad in the late 1980s, with Pappasallis

serving pizza in Islamabad since 1990. Pizza Hut was launched in Pakistan in 1993. Manzar

Riaz from Lahore was the first franchisee. Unlike in India where the pizza has become widely

popular, pizza in Pakistan is only popular and well known in the provinces of Punjab, Sindh

and Kashmir. Pizza is still virtually unknown in the provinces of North-West Frontier Province

(with the exception of Peshawar

sausage based pizzas are very popular as they cater to the local palate.

INGREDIENTS OF PIZZA

Onions

Cheese

Tomatoes

Chicken

Sauces

Mushrooms

Olives

Chillies

Peshawar which has a Pizza Hut.) and Baluchistan. Spicy chicken and

sausage based pizzas are very popular as they cater to the local palate.

INGREDIENTS OF PIZZA

PIZZA

. Spicy chicken and

PIZZA

P a g e | 17

SEVEN STEPS OF DEVELOPING HOQ OF PIZZA

1-Identify customer wants.

These are the specifications which customer demand from a pizza company. These are :

� Good texture

� Generous portions

� Tastes good

� Low price

� Appetizing appearance

2-Identify how the good/service will satisfy customer wants.

In this step the company has to reflect the customer’s desires and demands into his

company product. The company has to take several steps to make his product according to

the customer requirements. These are :

� Colour

� Tensile yield strength

� Tensile Ultimate strength

� Weight

� Size(Diameter)

� Thickness

� Avg. Hedonic scale rating

� Cost per Pizza

� Density of topping

3-Relate customer wants to product hows.

In this step we have to relate the customer requirements and the technical specifications

provided by the company manager. How well what we do meets the customer’s wants

(relationship matrix). Ratings for high, medium and low relationships have been shown in

the diagram.

KEY

High Relationship (5)

Medium Relationship (3)

Low Relationship (1)

4-Identify relationship between the firm's hows.

This is basically the roof of the house. This includes relationship between the things we can do. It

gives the relationships among the Company’s hows.

KEY

High Relationship

Medium Relationship

Negative Relationship

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5-Develop importance ratings.

This step is according to the experience of the operational manager of the company. He has

to assign each customer want a desired rating that depends on the value of that

requirement in the original product (pizza).

These are the priorities which the customer gives to their requirements. These are

evaluated by the company.

5 being the highest and

1 being the lowest.

CUSTOMER ‘WANTS’ IMPORTANCE RATING

Tastes Good 5

Low Price 4

Appetizing Appearance 3

Good Texture 2

Generous Portions 1

After giving importance ratings to each customer requirement, using the customer

importance rating and weights for the relationship shown in matrix ,compute our

importance ratings.

PRODUCT ‘HOWS’ WEIGHTED RATING

Colour 5*3=15

Tensile yield strength 5*1=5

Tensile Ultimate strength 5*1=5

Weight 1*2=2

Size(Diameter) 5*2=10

Thickness 3*2=6

Avg. Hedonic scale rating

5*5=25

Cost per Pizza

5*4=20

Density of topping

3*3=9

6-Evaluate competing products.

How well do the competing products meet customer wants? Such an evaluation is shown on

the right columns of the House of Quality. Columns are designated as COMPANY ‘Alpha’ ,

COMPANY ‘Beta’ and COMPANY ‘Charlie’.

KEY

Good

Fair

Poor

CUSTOMER ‘WANTS’ COMPANY ALPHA COMPANY BETA COMPANY CHARLIE

Tastes Good Fair Good Good

Low Price Good Poor Poor

Appetizing

Appearance

Poor Fair Good

Good Texture Good Fair Good

Generous Portions Good Good Poor

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7-Determine the desirable technical attributes , your performance,

and the competitor's performance against these attributes.

In this step we have to determine the desirable technical attribute, our performance and

the competitor’s performance against these attributes.

FINAL HOUSE OF

QUALITY OF PIZZA

PRODUCT ‘HOWS’

CUSTOMER ‘WANTS’

Good texture

Generous portions

Tastes good

Low price

Appetizing appearance

5

4

3

2

1

15 5 5 2 10 6 25 20 9

Technical Attributes

Technical Evaluation

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APPLICATIONS OF QFD AND HOQ

1) The House of Quality matrix is one of the best tools available for clarifying the “voice



within the same company. In fact, the “customer” in question may even be one’s

self–for the HOQ tool is an excellent way to evaluate a complex decision and


2) Many companies have discovered the importance of asking what their customers’

requirements are. Unfortunately, most companies stop their dialog with their

customers at simple requirements gathering. They fail to ask the clarifying questions

necessary to truly understand the wants and needs of their customer.

3) The House of Quality tool, on the other hand, helps teams to gather information

such as the following:

� Are any of the customer’s requirements more important/critical than

their other requirements?

� How much more/less important is any given requirement when

compared to the others?

� What are the measurable goals for fulfilling the requested requirements?

� Do any of the goals conflict with each other?

� Does satisfying any particular goal help to satisfy another?

� How difficult will it be to accomplish any given goal?

4) The House of Quality tool can assist with competitive analysis as well. In short, the HOQ

matrix not only helps to capture the voice of the customer, it helps to map an effective and

efficient path to satisfying that voice.

5) In order for the House of Quality to be a valuable tool for any team or individual, the people

utilizing the tool must be at liberty to influence the decision-making process. Furthermore,

teams and/or companies that care little about satisfying the wants and needs of their

customers will find little value in the HOQ matrix or the Quality Function Deployment

methodology.

6) The QFD process and the House of Quality tool can be applied in most any industry to

increase quality and better meet the needs of its customers.

7) The HOQ matrix can assist in prioritizing the initiatives of anything ranging from computer

processor design to hotel management.

8) It facilitates decision making for engineers and sales people, alike.

9) It helps to document the voice of the customer just as easily for healthcare services as for

fast food services.

CONFLICTS IN QFD

Although documenting customer requirements is key to ensuring that the “voice of the

customer” is heard, there is actually an even more crucial first step. The very first task to

complete when creating a Quality Function Deployment is to identify exactly who your

“daddy” (i.e. customer) really is.

BACKDROP

Numerous QFDs fail (i.e. cease to be used or to be useful) because too many features are

added to the relevant product or service in a manner that bypasses the QFD altogether.

These assignments are made in a manner that circumvents the system in order to address

“urgent” requirements. Unfortunately, as soon as a window is opened for non-customers to

push “urgent” matters to the front of the queue, they stop using methodical processes for

prioritization altogether. Soon, every pet project or feature gets identified as “urgent” or

“imperative”, and the QFD falls to the wayside with the voice of the customer close behind.

SOLUTION

This may seem like an easy problem to fix—all that needs to be done is to make sure that

these “urgent” items get added to the QFD like every other feature or requirement. If

needed, these items can be evaluated and rated before other requirements, but they won’t

be worked on until they merit attention. The problem is that many of these urgent items

would never warrant attention, according to the QFD, because the wrong customer was

identified in the first place.

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THE INTERNAL CUSTOMER

The truth of the matter is that 99% of the time, the true “customers” for any manufacturing,

engineering, or service project are the internal stake holders. These stake holders (usually the

executive business team) determine what constitutes a successful product or service delivery,

regardless of the end consumer’s opinion. Put simply, if the consumer market loves a product

or service, but internal business objectives aren’t accomplished through the delivery of the

product or service, then the project will be deemed a failure. In general, if a product or

service development team is to be truly successful, they will have to give focus to the wants

and needs of their internal customers before all others.

BUSINESS EXECUTIVES VS. PRODUCT CONSUMER

Hopefully, most executive business teams will be strongly influenced by their product

consumers, but there are times where business requirements cannot mirror the wishes of

product consumers. Consider for example features that prevent media piracy, such as

duplication blocking for audio CDs or key coding for software. Consumers are unlikely to

give items such as “piracy prevention mechanisms” high weightings on their requirements

lists. Similarly, consumers are unlikely to include such things as “prominent branding”,

“embedded advertising”, or “consumer tracking” on their critical-to-customer requirements.

CONFLICTING BUSINESS INITIATIVES

Another source of conflict between business priorities and those of end consumers is the issue

of related business initiatives. Often times a business will try to augment the sale or

distribution of certain products by adding strategic features to related products. For example,

a technology company might impose limitations on their software such that it is only

compatible with hardware produced by that same company. End consumers would probably

prefer to have the option to obtain their hardware from the cheapest or best source. The

business objectives, however, may be best served by motivating the distribution of one

product line through its exclusive integration with a more popular or well-adopted product

line.

CONFLICTING CONSUMER GROUPS

Another difficulty with attempting to base a QFD on consumer requirements is the issue of

conflicting consumer groups. Many products are marketed to differing consumer groups with

opposing requirements. Consider Internet search engines for example: the developer of the

engine has two sets of customers: those who use the engine to find resources on the Web and

those who wish to advertise via the search engine. Customers wishing to advertise may want

to purchase top ranking positions or enormous, gaudy advertisements. The customers who are

trying to search for information via the engine would be turned away but such tactics,

however. Similarly, advertisers are not going to pay to advertise in ways that are too

inconspicuous to be noticed (even if web surfers would prefer it that way). Thus, interviews

made with either group exclusively would be unlikely to result in a practical list of

requirements.

GOVERNMENT REGULATIONS

A final conflict with basing a QFD on consumer requirements is encountered in those areas in

which government regulations are applied. Frequently, the details of these regulations are of

little import to the consumer involved. However, these regulations must be adhered to if the

company producing the product or service is to remain in business.

RECOMMENDATION

Although most quality engineers and product managers would prefer to take their cues from

the consumer of their product or service, the best sources for requirements on any

professional project are the project’s internal stake holders. These stake holders have the best

understanding of what the differing consumer groups are for the product, what the relative

priority of those consumer groups are to the business, what the internal business requirements

are for the project, and what government regulations need to be considered in relation to the

product or service. In short, when listening to the voice of the customer, the “internal

customer” should be given the bull horn.

Does this imply that the consumer’s voice is irrelevant to quality engineers and product

managers? On the contrary, it is the responsibility of these engineers and managers to help

their business stake holders properly understand the voice of their consumers so that they can

properly integrate their consumer’s desires into their own list of critical requirements.

REFERENCES

1.. http://www.qfdi.org/what_is_qfd/what_is_qfd.html

2.. http://www.quality-one.com/services/qfd.php

3.. http://www.qfdonline.com/archives/whats-the-use/

QFD

Engineering

design quality

qfd process

customer requirements

market customer

customer needs

qfd history of qfd whats

founders of qfd

use of qfd