how to use QFD for standard making--國際會議最終演講稿
good afternoon ladies and gentlemen:
my name is shaoshasha,i am a senior in china jiliang university and majoring in business management. i am honored to be here to deliver an introduction of our group case study .this is our team member tanglihua ,sundan and me
as we all know. sony and lenovo both enjoy high reputation among the mass. therefore, as a famous brand over asia, sony competes with lenovo in domestic market only by obtaining the knowledge of the comparative disadvantage and corresponding betterment, and this is the primary issue we should to settle. taking the customers' demand as an base, we launched a market research and thereby get an understanding that the technical standard is the computer’s feature. since qfd is of great usefulness in analyzing dates, we apply it in our study in order to figure the approach of sony‘s improvement. in addition, quality function deployment is to help transform the customer wants into engineering characteristics for a product or service, prioritizing each product or service characteristic while simultaneously setting the development targets for the product or service. then according to the qfd analysis，we could get the new technical standards.
based on market research we are able to get the customer satisfaction form. according to the form, we can figure that customers pay attention to laptop's processing speed, weight, memory mount and corresponding cognition and perception. technological indicators for processing speed are basic frequency and internal memory, for weight is material, size and thickness; for volume is hard disk. these are the features for these technical indicators, in term to lenovo and sony.
then let me to explain qfd of snoy laptop. first we rank the significance degree of customer need thereby to conclude the planning matrix. after customer needs are known, we can get technical requirement quality table relevancy, relationship matrix and correlation matrix(影響程度劃分表)
after completing the above analysis, the house of quality is our final plan .from the key qualities characters setting, sony takes a leadership in basic frequency, material and hard disk .with drawbacks in size and thickness .while internal memory is neck and neck between us and lenovo. therefore we draw conclusions as follows:
1、in terms of basic frequency, lenovo performs better, however, the difficulty for improvement is relatively high. therefore, it is better to develop the attributes later rather than now.
2、the amount of memory of sony and lenovo are equal; correspondingly we can take several steps to target a competitive advantage.
3、as for material, sony has a patent for using light material and in contrast, lenovo does not. as a result, sony has an advantage. however, there are also some shortcomings, for instance: reliability. therefore .we should learn from the other competitors in order to improve our products.
4、 when it comes to the size, sony has some advantages, whereas size is the attribute which is of the lowest technological difficulty. hence in order to beat the competitors in the market, sony should be less than 11 inch.
5、 the thickness of sony is among the best in the opening market; however it is difficult for development. consequently ir would better be delayed the technological improvement.
6、the most important one is hard disk, there is much potential for improvement ,therefore we want that the hard-disk can turn to 250g.
from the improving goals, we can see the improvements we made in parameters of size and hard-disk to get the new technical standards
this is our qfd analysis. if you have any comments about our case analysis, you are welcome to contact us. thanks for your time.
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