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Question
Quality Function Deployment (QFD), is a total quality management (TQM) planning tool used to refine the product and production by identifying and linking critical customer attributes to design parameters. QFD is a highly effective tool for customer-driven product development. The concept evolved from the Japanese quality management tool: 'the cause-and-effect analysis' and was brought to the US in the 1980s. It became popular in the automotive industry and has contributed substantially to the designs of cars we use today. QFD uses a basic design tool in the form of a matrix called 'the house of quality' to identify and implement changes in design parameters that suits the customer expectation with any product.
Read the article - 'Quality function deployment: A valuable marketing tool' for further information on QFD.
Based on the reading and your research answer the following questions.
1. What are the salient features of 'the house of quality'. Discuss how the design translates customer need into product development goals, technical capabilities, and improved product designs.
2. What are the goals of QFD and how does it enhance inter-functional coordination within the organization?
3. Discuss with examples the applicability of QFD in creating and enhancing a firm's competitive advantages.
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