Quality Function Deployment

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Quality Control and Reliability (IE 646) :

Quality Control and Reliability ( IE 646) QUALITY FUNCTION DEPLOYMENT (CASE STUDY ON GARCIA’S PIZZA ) Anand Kumar Rakak (10319001 ) Yogesh Vijay Valunj (10319011)

Background:

Background Garcia's Famous Pizza was established in January 2004, Bandra . In less than 3 years 20 outlets in Mumbai were opened and over 01 lakh satisfied customers were served.

Topic covered:

Topic covered Quality function deployment process Customer needs and wants I mportance rating of customer requirement C ustomer assessment of competitor Technical descriptors- the “how’s” C orrelation matrix of “how’s”

Quality function deployment process :

Quality function deployment process Quality function deployment is a planning tool that focuses on designing quality into a product or service by incorporating customer needs . Quality function deployment transform customer demands into design quality. QFD is designed to help planners focus on characteristics of a new or existing product or service from the viewpoints of market competitor.

Need of Quality function deployment :

Need of Quality function deployment The need for Quality function deployment was felt due to presence of giant rivals like DOMINO’S, PIZZA HUT AND PAPA JOHN’S in this industry and quality and customer satisfaction are the key elements of customer attraction.

Customer needs and wants :

Customer needs and wants Low PIZZA cost Good quality and taste More variety of PIZZAs Less waiting time Free and fast Home delivery Good and comfortable infrastructure at express store Less billing issues and more payments modes (cash, visa, master card, online payment etc.) More number of offers and discounts. Good staff behaviour and service. Cleanliness and hygienic environment

Importance rating of customer requirement(1-5):

Importance rating of customer requirement(1-5) Low PIZZA cost-(2) Good quality and taste-(5) More variety of PIZZAs-(3) Less waiting time-(4) Free and fast Home delivery-(4) Good and comfortable infrastructure at express store-(3) Less billing issues and more payments modes-(4) More number of offers and discounts-(2) Good staff behaviour and service-(4) Cleanliness and hygienic environment-(5)

Customer assessment of competitor:

Customer assessment of competitor G be GARCIA, D be DOMINO’s Pj be PAPA JOHN’s and Ph be PIZZA HUT The red number represents the best performances in each customer requirements.

Customer assessment of competitor (cont.) :

Customer assessment of competitor (cont.) Customer requirements(what’s) Competitive assessment of restaurants (1-5) G D P j P h 1. Low PIZZA cost 4 3 2 1 2.Good quality and taste 2 4 3 5 3. More variety of PIZZAs 2 4 3 3 4. Less waiting time 3 3 2 2 5. Free and fast Home delivery 4 4 4 4 6. Good and comfortable infrastructure at express store 1 2 4 5 7. Less billing issues and more payments modes 3 5 4 5 8. More number of offers and discounts. 3 4 2 2 9. Good staff behaviour and service. 4 4 4 3 10. Cleanliness and hygienic environment 2 3 4 5

Technical descriptors- The “how’s” The “how’s” will enable the GARCIA to accomplish the customer requirements.:

Technical descriptors- The “how’s” The “how’s” will enable the GARCIA to accomplish the customer requirements . List of Technical descriptors Computerized billing and net banking. Staff training. Qualified cook. Improvement in supply chain. Scheduling of cooks, staff and delivery boys. Recruitment of cooks, staff and delivery boys. Highly visible, comfortable and strategic locations. Purchase delivery vehicle .

Correlation Matrix of “how’s”(cont.) :

Correlation Matrix of “how’s ”(cont.) ++ Strong positive relationship. + Positive relationship. - Negative relationship. -- Strong negative relationship.

Correlation Matrix of “how’s” :

Correlation Matrix of “how’s” Computerized billing and net banking Staff training Qualified cook Improvement in supply chain Scheduling Recruitment Highly visible, comfortable and strategic locations Purchase delivery vehicle Computerized billing and net banking ++ ++ + Staff training ++ + + ++ Qualified cook ++ Improvement in supply chain ++ + + + Scheduling + + + + Recruitment + ++ ++ + Highly visible, comfortable and strategic locations Purchase delivery vehicle + +

Technical competitive assessment of “how’s” The red number here represents the highest probability of achieving the objective values by each restaurant. :

Technical competitive assessment of “how’s” The red number here represents the highest probability of achieving the objective values by each restaurant . Company Technical descriptors “how’s”(1-5) 1 2 3 4 5 6 7 8 G 2 3 2 2 2 1 2 1 D 4 4 5 5 4 5 4 5 P j 3 3 4 4 3 3 4 4 P h 3 5 5 5 4 3 5 3

Relationship matrix of absolute and relative scores:

Relationship matrix of absolute and relative scores Customer requirement (what’s ) Importance rating Technical descriptor (“how’s”) (1-5) 1 2 3 4 5 6 7 8 1. Low PIZZA cost 2 0 0 0 5 2 3 3 1 2. Good quality and taste 5 0 0 5 4 0 1 0 0 3. More variety of PIZZAs 3 0 0 5 2 2 2 1 0 4. Less waiting time 4 5 4 4 2 5 5 0 0 5. Free and fast Home delivery 4 2 4 4 4 5 5 0 5 6. Good and comfortable infrastructure at express store 3 0 0 0 0 0 0 4 0

Relationship matrix of absolute and relative scores(cont.):

Relationship matrix of absolute and relative scores(cont.) 7. Less billing issues and more payments modes 4 5 5 0 4 0 0 0 0 8. More number of offers and discounts. 2 0 0 0 0 0 0 5 0 9. Good staff behaviour and service. 4 0 5 0 0 0 0 0 2 10. Cleanliness and hygienic environment 5 0 5 5 0 0 0 0 0 Absolute score 48 97 97 76 50 57 31 30 Relative score 6 2 1 3 5 4 7 8 Technical competitive assessment 4 5 5 5 4 5 5 5 Weighted absolute score 192 485 485 380 200 285 155 150 FINAL RELATIVE SCORE 6 2 1 3 5 4 7 8