HOUSE OF QUALITY

Quality Management
Lecturer:Dương Võ Nhị Anh
Group 1:
Lê Trần Ngọc Hân-IELSIU16057
Nguyễn Thị Cẩm Hồng- IELSIU16064
Lê Thanh Nghĩa– IELSIU16076
Nguyễn Bảo Duy– IELSIU16051
Phan Lê Mẫn Tú- IELSIU16147
Nguyễn Trần Phương Uyên- IEIEIU16095
Trần Hoàng Lan Nhi- IELSIU16082
Category

1. Introduction
2. QFD and HOQ overview
3. Case study
I. Types of product
II. HOQ analysis
a. Customer requirement
b. Competitive assessment
c. Design characteristic
d. Tradeoff matrix
e. Targeted changes in design
III. Discussion
4. Conclusion
1 Introduction
Why we need QFD and HOQ for a
product/service?
 First glance at HOQ

Determine what Define which Companies are WHAT’s, HOW’s

is driving the characteristic of using QFD to and matrices of
consumer’s the products form define their relationship are
perception of the customer’s customer’s wants determined then
value or quality perception of and needs and HOQ will be used
in a product or quality and value. transforming them to uncover the
technical
service. into specific
requirements was
product designs and created for the fast-
process plans food restaurant.
2 QFD and HOQ
overview
What is QFD?
What is House of quality ?
II.QFD

▪ Determine what you need to accomplish

▪ Satisfy / delight your customers
▪ Carefully listening to the voice of the customer and then effectively
responding to those needs and expectations
▪ Use the seven management and planning tools
Apply QFD to

▪ Considering customer's point

▪ Creating marketing strategies of fast food restaurants
▪ Planning payments in yearly budget
▪ Concentrate on these issues
Purpose

▪ To concentrate on one product

▪ Franchised
▪ To get better of marketing
▪ To apply of specific price range
▪ To use of practical products
▪ To drive of food production method with automatic control system
 Benefit of QFD

Incorporate customer needs into the design parameters

 Product will be better designed
 Meet customer expectations
 II. House of Quality (HOQ)

▪ House of quality is a diagram, resembling a house, used for defining

the relationship between customer desires and the firm/product
capabilities.
• Understand Customer Desires
• Understand Customer Priorities
• Departmental Buy-In
• Translate Customer Desires Into Goals & Technicalities
• Specify Traceable Requirements
• Provide Structure
• Allocate Resources
Sample House of Quality
3 Case Study
 Texas Chicken

Case
study
History

▪ Found in 1950’s. International expansion began in 1979

▪ 1989, second-largest chicken franchise organization in the United
States.
▪ In 2010, it’s officially set up in Viet Nam under operation of MESA
group
▪ It aims to provide consumers the best quality of meal with acceptable
prices.
 Characteristic on dish

 Direct imports from USA

suppliers
 
 Fresh Chicken, Fresh
Preparation
 
 Big Pieces, Greater Value

 Signature Spicy Taste (For

Spicy Chicken Only)
 
 a. Customer requirements

 House of quality is started with determining customer demand process

by customer interviewing methods and transferring the ideas into the
quality house.
 Do an online survey to take customers’ opinion.
 Cost no money
 Can reach various kinds of customer and easily categorize the
information.
 Online survey

 100 customers in 5
days
 Factors that they
think a good fried
chicken restaurant
should have
17 factors of customer requirement.

4 categories:
• Price
• Product
• Services
• Packing
Importance level of customer demands, customers were asked rate demands for determining the
level of importance to get more realistic results.
The importance level table below is made from the result of the survey.
b. Design Characteristic

❏ Ingredients ❏ Cooking/Heating time

❏ Training ❏ Working system
❏ Cleansing ❏ Fry temperature
❏ Food safety system ❏ Parking lot
❏ Cost ❏ Sponsorship
❏ Staff ❏ Expiration date
❏ Additives ❏ Design

Management Requirements (HOWs)

Category Customer R Staff Bevera Food Cost Clean Cookin Fry Ingredie Working Desi Parkin Expiry Spices Spons
Demands a ge g tempe nts gn g lot orship
t Safety sing heating rature system date
e system time

Price Discount 1   ⦿   ⦿       ○       ○   ⦿
0
Combo 9 ∆ ○                   ∆   ⦿
Product Side dish 7   ⦿ ⦿ ○   ⦿ ⦿ ○ ⦿     ○   ⦿
level of chicken 8   ⦿ ⦿ ○   ⦿ ⦿ ○ ⦿          
Quality 9   ⦿ ⦿ ∆ ⦿ ⦿ ⦿ ⦿ ⦿     ○ ⦿ ⦿
Healthy product 7 ⦿ ⦿ ○ ⦿ ⦿ ○ ⦿ ⦿       ⦿ ⦿ ⦿

Service Tangibles Staff uniform 8 ○ ○ ⦿ ⦿       ⦿ ⦿       ⦿

Design place 6 ○   ○ ○       ○ ⦿ ⦿     ○

Convenient 6   ○ ⦿           ⦿ ⦿ ○     ○
equipment
Special spatial 7         ⦿         ⦿       ⦿
area
Reliability Service concept 8 ⦿ ○   ⦿ ○       ○ ∆ ○     ⦿
Staff’s attitude 1 ⦿ ⦿   ⦿                   ⦿
0
Shortwaiting time 9 ⦿ ⦿   ⦿   ∆ ∆ ○ ⦿         ○

Short delivery 6 ⦿ ○   ⦿                   ▽
time
Customer 6 ⦿   ⦿ ⦿ ∆ ∆ ○ ○   ○     ⦿
relationship
Assurance Extensive branch 5 ⦿     ⦿         ⦿          
network

Package Easy to use and   ⦿ ⦿ ∆ ⦿         ⦿   ○  

unpack package

7
c. Competiors of Texas chicken

▪ We have the list of main competitor to Texas Chicken

▪ Our Competitor in Fast food field are
o Burger King
o KFC
o Lotteria
KFC

KFC is the second largest fast-food chain

after McDonald’s and one of the top
McDonalds Competitors. Its specialty is in
fried chicken and burgers.
BURGER KING

A subsidiary of Restaurant Brands

International, Burger King’s standing as
one of the largest fast food restaurants
cannot be disputed.

Burger king has positioned itself as a

force to reckon with in the fast food
industry.
SUBWAY

Lotteria is one of fast-food restaurant

chains belonging to Lotte Group – top
five greatest group of Korea. For 7
consecutive years, Lotteria ranked No.1
for “Brand power”, a certification
granted by Korea Management
Association, and also No.1 for Brand’s
Competitive Advantages with the title
“Brand Stock”.
 Competitor Analysis

Relation Degree Point

Excellent 5

Good 4

Acceptable 3

Not bad 2

Need improve 1
 Customer Demands

Our

1: KFC
Product

2: Burger
Competitor
Competitor
Rate

3.9
4.1
4.2

4
4
4
Promotion price

4
3
4
Saving combo

4
4
5
Side dish

3
5
4
Level of frying chicken

5
5
5
Quality of product

4
4
5
Healthy product

4
4
4
Staff uniform

4
3
4

Attractive design place

4
4
4

Convenient equipment
5
4
4

Special spatial area

4
5
5

Service concept
3
3
4

Staff’s attitude
Competitor Analysis

4
4
4

Short waiting time

3
4
3

Short delivery time

4
4
5

Customer relationship
3
5
4

Extensive branch network

4
4
4

Easy to use, easy to unpack package

d. Tradeoff matrix
 ▪ Our system has enough high scores but
e. Targeted Changes in Design we need to improve some factors to
meet our target value

Cooking/Heating time
Food safety system

Reasonable Cost

Working system
Fry temperature

Expiration date

Sponsorship
Ingredients

Parking lot
Beverages

Cleansing

Design

Spices
Staff
 

KFC 90 90 95 80 95 90 90 90 90 90 80 95 95 85
Lotteria 85 90 90 85 90 90 90 90 85 85 80 90 90 80
Burger King 85 90 95 85 90 90 90 85 85 85 80 90 90 85
Our
95 95 95 80 93 90 90 90 90 95 80 95 95 95
restaurant
Target value 100 98 98 90 95 90 90 93 95 93 90 95 95 95
e. Targeted Changes in Design

❏ Staff ❏ Fry temperature

❏ Beverage ❏ Reasonable cost
❏ Cleansing ❏ Sponsorship
❏ Expiration date ❏ Parking lot
❏ Working system
 DISCUSSION

Both product and service are so important:

▪ For product; quality and healthy products are specified as the most
important issues by customers.
▪ For service; useful equipment (washbasin, etc.), service manner,
service time and customer relationships are determined as the most
important tissues by customers.
Additional extra significant values:
▪ Staff,
▪ Training,
▪ Food safety.
 Benefits/Drawbacks of HOQ

ADVANTAGE OF HOQ DISADVANTAGE OF HOQ

▪ Know what actually customers want for product/services ▪ Customer-focused risks
▪ The engineers able to create variety of product ▪ Take a lot of time
▪ Increase the quality of the product ▪ Limited focus
▪ Improve the quality of product
▪ Attract more customer
▪ Improves production efficiency
▪ The company can check whether the production is proceeding
along the right lines. Any problem can be detected on early stages
of production, it lead to production efficiency.
▪ Improves teamwork between the engineers and sales team 
CONCLUSION

QFD can be QFD can help QFD helps

used to future plans to bring the
improve all fulfill customer customer’s voice
level of Texas requirements and into the
fastfood to multiple production
restaurant business operations process to
activities. ( design, quality, reduce the
marketing and unnecessary
sales). cost.
THANK YOU FOR YOUR LISTENING

Any questions?