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Total Quality Management

Assignment 2
Quality Function Deployment

Presented to:
Prof. Raza Ali Rafique
Presented by:
Mohsin Mahmood L1S07MBAM2006
Sana Shabber L1F06MBAM2198

Section: A
The assignment 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 competitor’s
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 company’s ability to meet those

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

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
Our Product Competitor Product Competitor Product

XPERIA iPhone Omnia


Microsoft Windows Microsoft Windows
Mac OS X v10.4.10
Mobile 6.1 Professional Mobile 6.1 Professional
3.15 Mega Pixel 2 Mega Pixel 5 Mega Pixel
Qualcomm MSM 7200 32-bit Samsung S5L8900 Marvell PXA312 624 MHz
528 MHz processor 620 MHz processor processor
256 Megabyte 128 Megabyte 128 Megabyte
145 gram 133 gram 122 gram
Yes, with A-GPS support Yes, with A-GPS support Yes, with A-GPS support
HSDPA, 7.2 Mbps; HSUPA,
2 Mbps
Bluetooth & WiFi:
Yes Yes Yes
Stereo FM radio with RDS No Stereo FM radio with RDS
Accelerometer, Proximity
No Accelerometer sensor
& Ambient light sensor

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