October 21, 2007

Operations Management Lesson 4 Exercise

Create a new entry in your Blog using the subject ‘Operations Management Lesson 4 Exercise’.
For a product or service of your own choice, complete a QFD matrix that relates customer requirements to design characteristics. Justify your entry.

The product that I decided to analyze through the QFD matrix are the palmtop computer (HCT).

This is a "new" market sector that is growing faster year after year, eroding market share to the mobile phones.


“The Whats”

The first step in a QFD analysis is to define the “What” alias the customer requirements

· Easy to use: it needs to be easy to use with an intuitive software
it needs to be easy to synchronized with the PC.

· Design : it need to have a winning design

· Portability: it need to be light with a compact overall dimensions

· Price: it important to have a competitive price

· Connectivity: it need to be able to connect with all the network.

· Camera: there must be a camera

· Long battery: it need to have a long time battery


“The Hows”

The second step in a QFD analysis is to define the “Hows”; In this area we represent the technical requirements of the product needed to meet the needs of customers; the technical requirements may affect more than one requirement and influence each other.

· Microsoft Windows Mobile; this software allow you an easy management and synchronization of the mobile device

· Material; we can use different kind of material, normally plastic and aluminium

· High network connectivity: to be able to connect the device in all the situation, it’s very important that the device has got all the possible connection from GSM to UMTS, Wifi and Wired

· New CMOS chipset: all the mobile phone including the palmtop have the camera on board, especially now the new CMOS chipset are space saving and low power demand, even if the quality of the photo is increase

· Lithium battery: a long battery life is very important, and now this is possible thanks to the new technology.



If we analyse the relationship between the “whats” and the “hows”, it’s evident that all the ‘hows’ are related with the price and quite all with the battery.
It’s also very important the R&D that continuously research new upgrade to the aim to improve the products. 

Looking to the roof of the QFD House we can analyse the relationship between the ‘hows’: there is a strong negative relationship between the battery and the mobile connection, as most powerful are the connections and shorter is the battery life.

Another important observation is that Windows mobile has got a positive relationship with the connectivity, CMOS chipset and the battery, in fact if thanks to this sw that the HTC could repair to “small HW defect”.

Its products are recognized from all for the quality and the innovation; moreover they are easy to use, in fact they are developing new interfaces to place side by side to Microsoft in order to simplify the management and the utilization of the telephone

HTC ranking its products in the high part of the market and it’s the “best in class”.

Zoe Radnor (2007); «Operation Management »;Warwick Business school

N. Slack, S. Chsmbers, R. Johnston, A. Betts; «Operation and Process Management »; Prentice Hall

- One comment Not publicly viewable

  1. Good use of the QFD matrix on a familiar product.

    26 Oct 2007, 15:21

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