Total Quality Management

Activity 2
The activity is of Quality Function Deployment House of Quality in which we have to
select products take one product as our and other of competitor and construct House of Quality.
Quality Function Deployment
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. as described by Dr. Yoji Akao, who originally developed QFD in Japan
in 1966, when the author combined his work in quality assurance and quality control points with
function deployment used in Value Engineering.
House of Quality
House of Quality is a graphic tool 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 produces the
products) is going to meet those wants. It looks like a House with correlation matrix as its roof,
customer wants versus product features as the main part, competitor evaluation as the porch etc.
It is based on "the belief that products should be designed to reflect customers' desires and tastes"
(Hauser & Clausing 1988). It also is reported to increase cross functional integration within
organizations using it, especially between marketing, engineering and manufacturing.

In House of Quality there are six sections which are as follows:

1.

Customer Requirement:
In Customer Requirement we listen to our customer what features, design

they want in our product.

2.
Competitive Assessment:
In Competitive Assessment we identify our competitors in the market and
how our product is competing against their product. We assess our product quality
and feature as to our competitors product.
3.
Design Characteristics:
In order to change the product design to better satisfy customer
requirement we need to translate those requirements to measureable design
characteristics.
4.
Relationship Matrix:
The relationship matrix is where we determine the relationship between
customer needs and the companys ability to meet those needs.
5.
Trade-off matrix:
In trade-off matrix we find the trade-off which is arising in product
feature. For example: in cell phone example we have taken there is a tradeoff
between QWERTY keyboard and weight of phone.
6.
Target values:
At target values stage we begins to establish target values for each design
characteristics of our product.

For constructing House of Quality we have selected three products

which are Cellular Phones Sony Ericsson X1 XPERIA, Apple iPhone 3G,
Samsung i900 Omnia.

Our Product

Competitor
Product

Competitor
Product

XPERIA

iPhone

Omnia

Mac OS X v10.4.10

Microsoft Windows
Mobile 6.1 Professional

2 Mega Pixel

5 Mega Pixel

32-bit Samsung
S5L8900 620 MHz

Marvell PXA312 624

MHz processor

Features:
OS:
Microsoft Windows
Mobile 6.1 Professional
Camera:
3.15 Mega Pixel
CPU:
Qualcomm MSM 7200
528 MHz processor

processor
RAM:
256 Megabyte
Weight:
145 gram
GPS:
Yes, with A-GPS support
3G:
HSDPA, 7.2 Mbps;
HSUPA, 2 Mbps
Bluetooth & WiFi:
Yes
Radio:
Stereo FM radio with
RDS
Sensors:
No

128 Megabyte

128 Megabyte

133 gram

122 gram

Yes, with A-GPS support

Yes, with A-GPS support

HSDPA

HSDPA, 7.2 Mbps

Yes

Yes

No

Stereo FM radio with

RDS

Accelerometer,
Proximity & Ambient
light sensor

Accelerometer sensor

Now we will construct the House of quality for these operating systems
according to their features, specification and requirement according to
customer.

Completed House of Quality