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House of Quality

Executive Summary:-

The customer's experience with an organization does not begin and end with a
sale. Many other "encounters" occur during the promotion, sales, delivery,
installation, service, support, and after market phases of the transaction.
Customer needs during these encounters are all too often overlooked, yet can
have a great impact on repeat sales and word-of-mouth advertising. Using
customer needs gathered during the product development phase, we can use
various cutting edge tools from Quality Function Deployment (QFD) to fulfill
needs of other "encounters." QFD is quite different from traditional quality
systems which aim at minimizing negative quality (such as poor service, broken
product). With traditional systems, the best we can get is nothing wrong - which
is no longer good enough, hi addition to eliminating negative quality, we must
also maximize positive quality (such as convenience, ease of use). This creates
value which leads to customer satisfaction. Quality Function Deployment is the
only comprehensive quality system aimed specifically at satisfying the customer.
It concentrates on maximizing customer satisfaction (positive quality) - measured
by metrics such as repeat business. QFD focuses on delivering value by seeking
out both spoken and unspoken needs, translating these into actions and designs,
and communicating these throughout the organization. Further, QFD allows
customers to prioritize their requirements, benchmark us against our competitors,
and then direct us to optimize those aspects of our product and organization that
will bring the greatest competitive advantage. What business can afford to waste
limited financial, time and human resources on things customers don't want or
where we are already the clear leader.
To develop the new “Toshiba Laptop” The Quality Function Deployment Team
have developed a “House of Quality” which is the translation of Customers
requirements into the Engineers Voice.

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Introduction of the Company:-

Toshiba:-

Toshiba was founded by the merging of two companies in 1939.One, Tanaka

Seizosho (Tanaka Engineering Works), was Japan's first manufacturer of bow
jangles equipment and was established by Hisashige Tanaka in 1875. In 1904, its
name was changed to Shibaura Seisakusho (Shibaura Engineering Works).
Through the first part of the 20th century, Shibaura Engineering Works became a
major manufacturer of heavy electrical machinery as Japan, modernized during
the Meiji Era, and became a world industrial power.

The second company, Hakunetsusha, was established in 1890 and was Japan's
first producer of incandescent electric lamps. It diversified into the manufacture of
other consumer products and in 1899 was renamed Tokyo Denki (Tokyo Electric).

The merger in 1939 of Shibaura Seisakusho and Tokyo Denki created a new
company called Tokyo Shibaura Denki. It was soon nicknamed Toshiba, but it
wasn't until 1984 that the company was officially renamed Toshiba Corporation.

The group expanded strongly, both by internal growth and by acquisitions, buying
heavy engineering and primary industry firms in the 1940s and 1950s and then
spinning off subsidiaries in the 1970s and beyond. Groups created include
Toshiba EMI (1960), Toshiba Electrical Equipment (1974), Toshiba Chemical
(1974), Toshiba Lighting and Technology (1989), Toshiba America Information
Systems (1989) and Toshiba Carrier Corporation (1999).

Toshiba was responsible for a number of Japanese firsts, including radar (1942),
the TAC digital computer (1954), transistor television and microwave oven

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(1959), color video phone (1971), Japanese word processor (1978), MRI system
(1982), laptop personal computer (1986), NAND EEPROM (1991), DVD (1995),
the Libretto sub-notebook personal computer (1996) and HD-DVD (2005).

In 2001, Toshiba signed a contract with Orion Electric, one of the world's largest
OEM consumer video electronic makers and suppliers, to manufacture and
supply finished consumer TV and video products for Toshiba to meet the
increasing demand for the North American market.

In December 2004, Toshiba quietly announced it would discontinue

manufacturing traditional cathode ray tube (CRT) televisions. In 2006, Toshiba
terminated production of plasma TVs. Toshiba quickly switched to Orion as the
supplier and maker of Toshiba-branded CRT-based TVs and plasma TVs.
However, to ensure its future competitiveness in the flat-panel digital television
and display market, Toshiba has made a considerable investment in a new kind
of display technology called SED.

As a chip maker, Toshiba Semiconductors is a major player. During the eighties,

it was one the two largest semiconductor companies (with NEC). During the
nineties and up to now, Toshiba Semiconductors was almost always among the
Top 5. In 2005, Toshiba Semiconductors is number 4, behind Intel, Samsung and
Texas Instruments.(Toshiba, Wikipedia)

Competitors:-
Acer:-
Acer Inc is a Taiwanese multinational electronics manufacturer. It owns the
largest franchised computer retail chain in Taiwan, Acer land. Acer is the third
largest computer maker in the world (after HP and Dell) and its product lineup
includes desktop and mobile PCs (laptops),as well as personal digital assistants

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House of Quality

(PDAs), servers and storage, displays, peripherals, and e-business solutions for
business, government, education, and home users.

Multitech, which was founded by Stan Shih , his wife Carolyn Yeh, and a group of
five others in 1976, was bought by American lawyer Tom Acer and renamed Acer
in 1987. It began with eleven employees and $25,000 in capital. Initially, it was
primarily a distributor of electronic parts and a consultant in the use of
microprocessor technologies. The global headquarters is in Hsichih City, Taiwan.

In 2000, Acer spun off its manufacturing operation (as Wistron Corporation) to
focus itself on branding business. In deciding to support the sales of its product
lines through specific marketing activities that best utilise distribution channels,
Acer grew worldwide while its labor force contracted. In 2002, the pan Acer
Group employed 39,000 people supporting dealers and distributors in more than
100 countries. Revenues reached US $12.9 billion that year. By 2005, Acer
employed 7,800 people throughout the world while maintaining a global sales
and service network. Revenues were US$4.9 billion in 2003[3] and US$11.31
billion in 2006. Acer's North American market share slipped over the past few
years while the European market share has gone up. (Acer, Wikipedia)

IBM:-

International Business Machines Corporation (known as IBM or "Big Blue";

NYSE: IBM) is a multinational computer technology and consulting corporation
headquartered in Armonk, New York, USA. The company is one of the few
information technology companies with a continuous history dating back to the
19th century. IBM manufactures and sells computer hardware and software, and
offers infrastructure services, hosting services, and consulting services in areas
ranging from mainframe computers to nanotechnology.

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IBM has been known through most of its recent history as the world's largest
computer company. With over 350,000 employees worldwide, IBM is the largest
information technology employer in the world. IBM holds more patents than any
other U.S. based Technology Company. It has engineers and consultants in over
170 countries and IBM Research has eight laboratories worldwide. IBM
employees have earned three Nobel Prizes, four Turing Awards, five National
Medals of Technology, and five National Medals of Science. As a chip maker,
IBM is among the Worldwide Top 20 Semiconductor Sales Leaders. (IBM, Official
Website)

Toshiba Laptop:-

Development of Toshiba’s Laptop is based on Customer Reviews and feedback

as one of the review was.

“"I have bought three laptop computers from Toshiba in the last seven years, "but
my next one will probably be an IBM." Due to Toshiba's leading edge technology,
reliability, and innovative features, this customer has not been attracted by IBM
as much as he has been chased away by his non-product encounters with
Toshiba, which have become too frequent, time consuming, and at the early
learning curve phase of owning a leading edge model machine. (Reviews, Toshiba
Customer support)

His experiences can be summed up in the following excerpt of a letter to

the Vice President and General Manager of Toshiba America.
"The letdowns have been in trying to purchase your extended warranties and
support, in trying to replace a defective power cord, in problems with your
software support, and in problems with your peripherals. I have invested over
$6,000 in this unit with added memory, port replicator, and power accessories.
Given the fine offerings of IBM lately, I will be hard pressed to make my next
purchase a Toshiba.''

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hi a competitive market, how much customer good will, future business, and
word-of-mouth advertising was squandered by the non-product related
encounters mentioned above. How could they have been avoided? How could
customer satisfaction have been assured? For those product categories which
have achieved a high level of meeting customer expectations.

Design Objectives:-

 To increase customer satisfaction by meeting their needs and demands

 To have an edge on the competitors
 To increase sales and ultimately to make more profits

RESPONSIBILIITES

Marketing Department:-

Marketing department will collect customer requirements and their perceptions

about the company’s Laptops and competitor’s Laptops.

Finance Department:-

Finance department will allocate funds for completing the project.

R&D Department:-

R&D department will develop tools to meet customer requirements.

Operations Department:-

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Operation department will plan, coordinate and control production process.

HOUSE OF QUALITY

It is tool utilized by a multidisciplinary team to translate a set of customer

requirements (voice of customers) market research and technical benchmarking
data into an appropriate number of prioritized engineering targets to be met by a
new engineering design. It has six steps which are as follows:

 1. Voice of Customers
 2. Planning Matrix
 3. Voice of Engineers
 4. Inter-Relationship Matrix
 5. Roof
 6. Target Priorities

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5. ROOF

3. Voice of Engineers
1. Voice of Customers

2. Planning Matrix
4. Inter-Relationships

6. Target Priorities

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VOICE OF CUSTOMERS

This is the first step of HOQ and the most important. It documents the structured
list of customer’s requirements. The information is usually gathered through
conversation with customers in which they are encouraged to describe their
problems. After gathering customer’s requirement they are arranged into groups
with perceived association and importance is given to each requirement as
customers described.

Scale for describing importance = 1 least important; 15 most important

1) Extended Battery Time

2) Light Weight
3) High Screen Resolution
4) Exterior Colorful
5) Wireless Connectivity
6) Shape/Sleekness
7) Memory Extendable
8) Customer Support/
Warranty
9) Security Issues
10)Unique Feature

Details of Customer Requirements:-

1. Extended Battery Time:-

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The normal Laptop Battery works on for about 1.5 to 2 hrs with full
multimedia back, The customers complaints about the low battery timings
and want to be extended it to at least 3 to 4 hrs.
2. Light Weight:-
The laptops usually weights from 5 pounds to 9 pounds .Customer
preference is the less weight as much as possible.
3. High Screen Resolution:-
Today the high resolution screens are used in Laptops to be well
displayed in sunlight, the requirement was high resolution screen approx
to 1600 x 1200 dpi.
4. Exterior Colorful:-
Customers are bored of traditional Black Color of Laptops; they want
more colors for their machines.
5. Wireless Connectivity:-
It is the Era of wireless Technology, More emphasis by customers is on
Wireless Connectivity.
6. Shape/Sleekness:-
Shape is the most admirable attribute of any high tech product, unique
shape and cuts are the requirements of the Customers.
7. Memory Extendable:-
Large memory slots are being demanded by customers frequently.
8. Warranty/Customer Support:-
Extended Warranties and up gradation of Laptops software’s is the
Requirement of the People.
9. Security:-
Customers are quite conscious for their laptop’s security.
10. Unique Feature:-
Customers need new Innovations in the Laptops.

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PLANNING MATRIX:-

The planning matrix serves several functions. Firstly it quantifies the customer’s
requirement priorities and their perception of performance of existing product.
Secondly it allows these priorities to be adjusted based on the issues that
concern the design team. The measures used in this step are generally gathered
through questionnaire from customers.
The first three column of planning matrix measures customer’s perceptions about
our product and competitor’s products and data is gathered through
questionnaire on predefined scale (1 to 5). This data shows how customers feel
about our product relative to competitor’s products.

Planning column shows the importance of each requirement according to

company.
A sales point measure can be used to add weight to those requirements which
can be utilized to market the product (usually between 1 and 1.5).
The overall weight for each customer requirement is calculated as follows:
Overall weight= customer importance * improvement factor * sales point
Improvement factor= (Organization planned score -Customer score)*
Incremental factor+1
Incremental factor =1
Sales point =1
Scale for Comparison between our product and competitor’s product =1 is
very dissatisfied and 5 is very satisfied

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House of Quality

VOICE OF ENGINEERS:-

This step of HOQ is called voice of engineers or voice of company. It describes

the product in terms of company. This information is generated by the QFD team
which identify all the measurable characteristics of the product which they
perceive are related to meet the customer requirements. In the same way that
customer requirements are structured, the characteristics of product are also
grouped with perceived associations.
To meet the requirements of customers, engineers identified the following
characteristics are described as:-

1- 6-cell Lithium Neon Mini Battery:

Battery is one of the weaknesses of the laptops Li-Ne Batteries With max
settings for the processor, the cooling, and the brightest level the battery will last
about 2 hours 20 minutes which should be enough to finish a DVD. On the long
life setting for use with normal workloads the battery should be able to get a little
over 3 hours and maybe a bit longer with the wireless off. There is also an
optional battery which can replace the DVD drive which can increase the battery
life by another 2.5 hours. The shorter battery life is due in a large part to
powering the digitizer; Li-Ne Batteries thus gives this Laptop a somewhat
extended battery life than comparable notebooks.

2- Portable Devices/CD/ DVD Roms:-

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Portable Devices such as Combo drives, CD , DVD drives gives an edge of

connecting when at he time of need then the usual embedded ROMs, It
Contributes to the light weight of the Laptop.

3-TFT Screen:-
TFT is the trans flash screen used in High definition Televisions and advanced
viewing devices with the maximum resolution of approx to 1600 x 1200 dpi,
Which will enhance the view in the sunlight and day time, with crisp, sharp
images.
4- Seven-Color Exterior:-
Body color in the Laptops is quite in existence we have introduced 7 colors for
the laptops which would be
 Computer Beige
 Red
 Off White
 Silver
 Metallic Blue
 Metallic Silver
 Plasma Brown
All these color supports the Aluminum Casing tops of Laptops, It add cost to the
Laptops, these colors are made to provide the body electric shock resistance.

5- WiFi/ Bluetooth/ WiMax/ Wi LAN Connectivity:-

There are two options for Intel integrated wireless, whether chose WIFI or
WiMax. The laptop connects to router without problem. Bluetooth is also
available as an option. There is an infrared port also to support Wireless
Connectivity.

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6-Design and build quality ( Shape)

This laptop sports a simple sleek look the design quite elegant. It draw too much
attention at first, The chassis feels quite solid, it can support the display as used
in conventional notebooks which support multiple hinges

7-Drivers Up gradation:-

The laptop comes with all of its software preinstalled; Drivers upgraded versions
are available on the Toshiba Website, for all the operating systems including
MAC, Linux, Windows XP, VISTA, and TABLET EDITION. and extended warranty
of 2 years come with the purchase and could be further extended to life time.

8-Inbuilt Retina /Finger Scanner:-

Inbuilt retina scanner is the advanced device which is installed in the laptop for
more security it can record up to 15 eye –retina live, and could be only used if the
retina is matched it is the most advanced option we have installed with complete
customer support., The finger scanner is embedded in the Mouse track point
which can also be used to lock the system, both the devices are optional and
used one by one on demand.

9-Vibration Sensor

Additionally there is a vibration sensor in the device that senses movement and
stops the hard drive from spinning in order to prevent damage to the hard drive.

10-Novel Micro scale Heat Exchange Cooling system:-

Cooligy’s is a Company which manufactures and research on the latest cooling

systems goal is to introduce closed-loop liquid cooling
into desktop and laptop computers.

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