Chapter 5, Problem 5P

Summary Introduction

To determine: A product and analyze how an existing organization satisfies customer requirements.

Introduction:

Quality function deployment:

Quality Function Deployment is the process that helps to understand customer needs and reflect it in the design phase of the product development. QFD is implemented in the early stage of the design process to determine the customer needs and address those needs by providing solutions.

Answer to Problem 5P

Solution: The house of quality matrix for pizza is given.

Explanation of Solution

Product: Pizza.

House of Quality matrix for pizza:

The House of Quality matrix for pizza is shown below:

Process:

• The QFD process begins with understanding the customer requirements. Some of the identified requirements of the customer are as follows:
• Low price.
• Better taste.
• Good appearance.
• Hot and fresh.
• On time delivery.
• Healthy and low fat
• The secondprocess is how the organization translates the needs of customers into processes. The identified processes are as follows:
  • Color of pizza.
  • Size, weight, thickness, shape.
  • Fatty Eatables of low calories.
  • Additional eatables.
  • Choice of toppings.
  • Flavor and quantity of toppings.
• The next process is the rating of attributes which is onthe roof of house and the importance rating calculation at the bottom of the table. The ratings given are,

  

  The rating is multiplied with the customer rating to know the importance rating. For example, the calculation of importance rating for the color of Pizza is as follows:

  • Color of Pizza:

    $\begin{array}{l}=\left(1\times 3\right)+\left(5\times 5\right)\\ =28\end{array}$

    The customer rating (1) of good appearance is multiplied with the medium rating (3) of color of pizza and the customer rating of healthy and low-fat (5) is multiplied with the high rating (5). Sum of the products yield the importance rating for color of pizza.

    The resultant of the multiplied values are added which yields the importance rating of 28.

  • Size, weight, thickness and shape:

    $\begin{array}{l}=\left(5\times 5\right)+\left(4\times 1\right)+\left(2\times 3\right)\\ =35\end{array}$

    The customer rating (5) of low price is multiplied with the high rating (5) of Size, weight, thickness and shape and the customer rating of better taste (4) is multiplied with the low rating (1) and the customer rating of on-time delivery(2) is multiplied with the medium rating (3). Sum of the products yield the importance rating for Size, weight, thickness and shape.

    The resultant of the multiplied values are added which yields the importance rating of 35.

  • Fatty eatables of low calories:

    $\begin{array}{l}=\left(5\times 1\right)+\left(3\times 3\right)+\left(5\times 5\right)\\ =39\end{array}$

    The customer rating (5) of low price is multiplied with the low rating (1) of Fatty eatables of low calories and the customer rating of hot and fresh(3) is multiplied with the low rating (1) and the customer rating of healthy and low fat(5) is multiplied with the high rating (5). Sum of the products yield the importance rating for Fatty eatables of low calories.

    The resultant of the multiplied values are added which yields importance rating of 39.

  • Additional eatables:

    $\begin{array}{l}=\left(3\times 3\right)\\ =9\end{array}$

    The customer rating (3) of hot and fresh is multiplied with the medium rating (3) of additional eatables.

    The importance rating of Additional eatables is 9.

  • Choice of toppings:

$\begin{array}{l}=\left(1\times 3\right)+\left(5\times 3\right)\\ =18\end{array}$

For choice of toppings, the good appearance customer rating (1) is multiplied with the medium relationship rating (3), the resultant obtained is added with the product of healthy and low fat customer rating (5) and medium relationship rating (3). The summation gives you the importance rating (18) for value of topping.

The resultant importance rating of choice of toppings is 18.

• Flavor and quantity of toppings:

  $\begin{array}{l}=\left(5\times 5\right)+\left(4\times 1\right)+\left(2\times 3\right)+\left(5\times 1\right)\\ =40\end{array}$

  The customer rating (5) of low-price is multiplied with the high rating (5) of Flavor and quantity of toppings.

  The customer rating (4) of better taste is multiplied with the low rating (1) and customer rating (2) of on-time delivery is multiplied with medium rating (3) and customer rating (5) of healthy & low fat is multiplied with low rating (1).

The resultant of the multiplied values are added which yields importance rating of 40.

• The next step is the identification of competitors and ratings of their activities. The identified competitors are Company D, Company M and rating for the competitor are given as follows,

  

  • The competitors rating as per the customer needs are given below,

Customer needs	Company D	Company M
Easy to program	F	G
Lightweight	G	G
Easy to read	P	F
Reliable	G	P
Digital readouts	P	F
Easy to fasten	G	F

• The next step is the target values and technical evaluation of the firm with the competitors. They are  given below:

Target Values	Company D	Company M	US
Time of preparation	Long	Medium	Medium
Type of crust	Pan	thin	Pan
Weight in grams	350	300	300-350
Performance	Low	Medium	High
Feedback	Average	Good	Good
Panel Ranking	Good	Good	Good

Hence, the house of quality matrix for pizza is briefed.