Analyzing Mobile Phone with Quality Function Deployment (QFD)

This report provides a comprehensive House of Quality analysis for mobile phones, utilizing Quality Function Deployment (QFD) to translate customer needs into technical attributes. The analysis identifies key customer wants such as battery longevity, affordable prices, and innovative features, and then maps these needs to specific product characteristics. The report details the process of developing importance ratings, evaluating competing products (Nokia and Samsung), and determining the necessary technical attributes for a successful mobile phone. The final House of Quality matrix assists in identifying strengths and weaknesses, and offers insights into how mobile phone companies can enhance their products to better meet customer demands. This assignment is available on Desklib, a platform offering a range of study tools and solved assignments for students.

Running Head: HOUSE OF QUALITY 1
House of Quality of Mobile Phone

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Table of Contents
Introduction about Quality Function deployment and House of Quality (HOQ)............................3
House of Quality of Mobile Phone..................................................................................................3
Identify customer wants...............................................................................................................3
Identify how product will satisfy the customer needs..................................................................4
Identify relationship between firm’s hows...................................................................................5
Develop importance ratings.........................................................................................................5
Evaluate competing products.......................................................................................................7
Determine the technical attributes................................................................................................7
Final House of Quality of Mobile Phone.........................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction about Quality Function deployment and House of Quality
(HOQ)
Quality Function Deployment (QFD) includes two major processes i.e. analyzing what will
satisfy the needs and wants of customers and converting those needs into targeted design. House
of quality is a diagrammatic tool for explaining the relationship between desires of customers
and product capabilities. It is a map which offers the means for inter-functional communication
and planning of customer needs and technical responses. It is a major component of Quality
Function Deployment (QFD) and its uses a planning matrix to related what the people wants to
how a company is going to fulfill those requirements (Ross, 2017). Each and every organization
develops House of Quality to provide the products and services with superior quality. The
product that is taken into consideration for the discussion is mobile phone. To create the house of
quality, fundamental seven steps are executed by every organization. These steps are given
below:
(Source: Desai, Kartikeyan & Panchal, 2016)
House of Quality of Mobile Phone
This report includes the house of quality of mobile phones by following the below steps:

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Identify customer wants
It is the most important step in the process of building house of quality diagram for any product
or service of company. First, the company will analyze the needs and demands of customers
towards its products (Ross, 2017). The rating will be given to all the customer needs according to
the response of customers towards products. There are some primary features which any
customer desires in a mobile phone. These features are given below:
Customer needs Importance ratings
Reasonable and affordable prices 7
Battery Longevity 8
Multiple specifications from a single handset 6
Attractive design 5
Less Vulnerable body 2
After sales service 3
Superior quality 4
Innovative features 1
The table shows that battery longevity is the first feature that customers demand in their mobile
phone. If the longevity of mobile phone will be better than it will have more demand (Dale,
2015). It is the most important and highest rated desire among customers. After that, people
consider the pricing of mobile phones. They prefer to purchase the mobile phone with better
longevity and affordable prices. The above table shows the desires and their importance rating
according to the customers (Wilder, Collier, & Barnes, 2014).
Identify how product will satisfy the customer needs
At this step, the manager of company needs to reflect the desires and demands of customers into
their company’s mobile phones. The mobile phone will be able to offer various excellent features
to the customers (Franceschini, 2016). The needs of customers will be satisfied focusing on
below points:
 Incorporating innovation in mobile phones
 Updated technology services and benefits
 Low cost labour
 Technological and technical assistance

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 Training and development for employees
 Installation of less vulnerable components on mobile phones
Looking at the increased awareness among people, company will use different innovative
specifications in its mobile phones. To offer the mobile phones on affordable prices, it will
reduce the labor cost and other relative costs. The companies provide effective training and
development to the staff so that they can install innovative and updated technology in mobile
phones.
Identify relationship between firm’s hows
In this step, the mobile phone provider will develop the relationship matrix between their hows.
There may be some cases in which ‘hows’ are related to each other. The below-given diagram
shows the relationship between different ‘hows’ of mobile phone product. White circle shows the
low relationship, pink shows medium relationship and blue circle is for indicating high
relationship (Desai, Kartikeyan & Panchal, 2016). The relationship among all the wants and
hows is indicated in the below table:
Develop importance ratings
This step of house of quality diagram is longer and very difficult. After drawing the relationship
matrix between customer wants and ‘hows’, firm determines the importance ratings for mobile
phone offerings (Stüber, 2017).

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The importance ratings for mobile phones are determined in the below table:
Attributes Importance Ratings
 Incorporating
innovation in mobile
phones
5*3+1*1 16
 Updated technology
services and benefits
6*2+4*2+1*2 22
 Low cost labour 7*3+2*1 23
 Technological and
technical assistance
8*2+6*3+4*3+1*1+1*2 51
 Training and
development for
employees
3*3 9
 Installation of less
vulnerable components
on mobile phones
8*3+4*2+2*3 38

HOUSE OF QUALITY 7
Evaluate competing products
After that, the company will compare its features with the products of competing brands. For
this, Nokia and Samsung are taken as examples. These two are the major players in international
mobile phone industry. In this step, the firm will compare their mobile phone with others to get a
more details about the mobile phone (Le Roy & Sanou, 2014). The competitors will be compared
on the basis of the needs and wants of customers towards mobile phones. In this process, Nokia
and Samsung will be rated as good (G), fair (F) and poor (P). These competitors will be
compared on the basis of different technical attributes.
Customer needs Nokia Samsung
Reasonable and affordable prices Fair Poor
Battery Longevity Good Fair
Multiple specifications from a single
handset
Fair Good
Attractive design Fair Good
Less Vulnerable body Good Good
After sales service Good Fair
Superior quality Good Good
Innovative features Fair Fair
Determine the technical attributes
Technical attributes play an important role in the house of quality of mobile phones. Mobile
phones are totally based on the updated technologies and innovation. In this step, the
performance of a company and performance of competitors are determined and compared with
one another. It will determine the customer wants and company’s hows towards the production
mobile phones. In this way, the company will determine its technical attributes and check its
performance with respect to the products of competitors (Dawar & Kothari, 2015).
Final House of Quality of Mobile Phone
House of quality is an important part of the QFD process which uses a matrix to relate the needs
and wants of customers to the how it will satisfy those needs of customers (Martí Bigorra, &

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Isaksson, 2017). It looks like a house to which customer wants and features of products frame a
major part and competitive analysis as its doorw1ay.
After completing the above steps, the final house of quality for mobile phone is stated below:
The companies can apply the quality function deployment to acquire more and more customers
towards mobile phones. The above house of quality provides the idea that what needs and
demands of customers will be satisfied by the organization. This matrix can assist in identifying
the strengths and weaknesses (Cerit, Kucukyazici & Kalem, 2014). By enhancing the
weaknesses, the competitiveness of products and services can be improved. The mobile phone of
a company is compared with two major mobile phone providers i.e. Nokia and Samsung. The
ratings are given to all the players on the basis of different variables like better longevity, after
sale service, attractive design etc.
Conclusion
From the above analysis, it can be concluded that House of Quality is an important tool for any
organization that adopts total quality management process to enhance the quality of its products
and operations. Quality Function Deployment converts the requirements of customers into
technical descriptors. Needs of customers are also known as voice of customers. The above

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report includes the house of quality for mobile phone. In today’s modern world, mobile phone is
the basis need for all the people. So company needs to develop its products and their features
considering the needs and demands of targeted customers. The above analysis concludes the
people always seek for innovative and quality mobile phones at affordable prices. These are the
major factors which mobile manufacturer needs to consider while developing products. The
matrix of house of quality gives the details about the customer needs, descriptors, relationship
between different variables, targeted value etc. It indicates the competitive analysis between
current product and competitor’s product.

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References
Cerit, B., Kucukyazici, G. & Kalem, G. (2014). Quality Function Deployment and Its
Application on a Smartphone Design. Balkan Journal Of Electrical & Computer
Engineering, 2 (2), 86-91.
Dale, B. (2015). Total quality management. John Wiley & Sons, Ltd.
Dawar, S., & Kothari, A. K. (2015). Impact of Technological Innovation on Marketing Mix of
Mobile Phone Industry: A Systematic Review. Asian Journal of Research in
Marketing, 4(4), 42-56.
Desai, Y., Kartikeyan, B., & Panchal, N. (2016). “Hows” of quality for remote sensing data user-
A house of quality approach. International Journal of Geomatics and Geosciences, 6(3),
1708-1723.
Franceschini, F. (2016). Advanced quality function deployment. CRC Press.
Le Roy, F., & Sanou, F. H. (2014). Does coopetition strategy improve market performance? An
empirical study in mobile phone industry. Journal of Economics & Management, 17, 63.
Martí Bigorra, A., & Isaksson, O. (2017). Combining customer needs and the customer’s way of
using the product to set customer-focused targets in the House of Quality. International
Journal of Production Research, 55(8), 2320-2335.
Ross, J. E. (2017). Total quality management: Text, cases, and readings. UK: Routledge.
Stüber, G. L. (2017). Principles of mobile communication (Vol. 3). Springer.

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Wilder, K. M., Collier, J. E., & Barnes, D. C. (2014). Tailoring to customers’ needs:
Understanding how to promote an adaptive service experience with frontline
employees. Journal of Service Research, 17(4), 446-459.