Competitive Benchmarking - we have to measure the current

performance of our own products against each requirements

- we have to benchmark competitors’ products and services of the same kind.

5. Planning Matrix – Customer Competitive Assessment and Prioritized Customer Requirements

Identify competitorsCarry out reverse engineering of

competitors’ productFinalize common set of customer

requirements through benchmarkingMeasure performance of competitors

products or services against the same customers requirements

Rate competitors’ products against the same

Steps in Competitive Benchmarking

a. Importance of Customer - we have to give marks to each requirements

depending on its importance to customers. - the highest mark or rating is five and the

lowest is one.b. Target value for customer requirements - we can assign target value for customer

requirements by:Current PerformanceImportance to customerCompetitors’ performance

Prioritized Customer Requirements

c. Scale up factor - it is the ratio of target value to the

current performance rating of the product or service against each customer requirements.

d. Sales point - has the value from 1.0 to 2.0 - this indicates how much meeting each

customer requirements can be used for marketing for increased sale of the product or service.

e. Absolute weight Importance to customer X scale up factor

X sales point

a. Technical Competitive Benchmarking - measure the performance of the

product or services and that of the same competitors.

b. Absolute weight for technical requirements

c. Relative Weight

6. Prioritized Technical Requirements

d. Target value for technical requirements - the target value is for the technical

requirements - the technical requirements namely

HOWs should be measurable parameters. If they are appropriately controlled they will guarantee that one or more WHATs will be satisfied.

Construct House of Quality all six parts of the house of quality can

be integrated. Each part is finalized and added to the house gradually.

ITERATIVE QFD - the process of QFD can be further

extended. In the first iteration, we found WHATs and HOWs. The HOWs are the technical requirements. In the second iteration of QFD, the HOWs can be treated as WHATs.

Tips for success of QFD - QFD is also called another Quality Management

System(QMS).

A consultant is needed to guide through al least the first few projects.

The activity should be a formal activity and every member should take part

The meeting should be planned at regular intervals for shorter duration so as to get the best out of this exercise through maintaining focus.

Elicitation and recording is the key to successes.The new seven management tools should be applied

at various stages to get better resultsBelieve that “we don’t know all the requirement of

the customers” will lead to success.