The manufacturing organizations are facing the pressure of increasing competition due to the varied dynamic demands of the customers. In this competitive scenario, ‘voice of customer' gains importance. It needs to be translated into technical language. Quality function deployment (QFD) has been used for performing this kind of translation. The concept of supply chain is also gaining popularity as manufacturing organizations adopt the concept of outsourcing as a means to satisfy their varied customers' demands. In supply chain management, supplier selection is a vital issue that has to be done with extreme care. In this context, this paper reports a case study in which QFD technique has been used for supplier selection in an Indian electronics switches manufacturing company. The validation results indicated the practical feasibility of deploying this approach in industrial scenario.
Keywords: Quality Function Deployment, Supplier Selection, Supply Chain Management, Competitive assessment, Implementation study.
[...] The technical competitive assessment developed during this project is shown in Fig Value added potential Degree of fitness Intangible assets Customer Requirements on Concern Industry-led Technology Timely delivery of products Preference for high product performance Increasing demand for technical support and after sales service of superiority product design Reasonable price at highest quality Ability to supply immediately Availability of skilled manpower Ability to supply as per specification Dedicated capital assets owned by the suppliers Our Process A's Process B's Process Potential for employment generation Responsiveness Competitivenes s Cultural factors Technological Compatibility Core competencies Brand Name Technical Descriptors Quality Risk factors Marketing knowledge Discipline Expertise - Our Process A's Process B's Process Fig Customer and technical competitive assessment The rating indicates worst indicates best) has been used for performing technical competitive assessment. [...]
[...] The list of customer requirements that have been identified in our case for the supplier selection process is shown in TABLE I . TABLE I LIST OF CUSTOMER REQUIREMENTS Serial Customer requirements number Concern on Industry-led Technology Timely delivery of products Preference for high product performance Increasing demand for technical support and after sales service Superiority of product design Reasonable price at highest quality Ability to supply in varieties Availability of skilled manpower Ability to supply as per specification Dedicated capital assets owned by the suppliers of technical TABLE II LIST OF TECHNICAL DESCRIPTORS Serial Technical Descriptors number Quality Technological Compatibility Marketing Knowledge Degree of fitness Intangible assets Core competencies Responsiveness Discipline Brand name Expertise Cultural factors Risk factors Value added potential Competitiveness Potential for generation employment C. [...]
[...] The absolute weight for the jth technical descriptor is given by aj = ci Where aj = row vector of absolute weights for the technical descriptors = Rij = weights assigned to the relationship matrix ci = column vector of importance to customer for the customer requirements = 1 Technical Descriptors Quality 2 Technological Compatibility of 5 Intangible assets 6 Core competencies 7 Responsiveness Brand Name Cultural factors Value added potential 14 Competitivenes s 15 Potential for employment Customer Requirements Concern on Industry-led Technology Timely delivery of products Preference for high product performance Increasing demand for technical support and after sales service superiority of product design Reasonable price at highest quality Ability to supply immediately Availability of skilled manpower Ability to supply as per specification Dedicated capital assets owned by the suppliers Our Process A's Process B's Process Degree of Technical Compatibility Target Value Absolute weight Relative weight Degree fitness Risk factors Marketing knowledge Discipline Expertise Our Process A's Process Customer competitive assessment B's Process Importance to customer Target Value Scale-up factor Supplier compliance Absolute weight Fig Prioritization of technical descriptors IV. [...]
[...] Based on the target value, the key Value added potential Degree of fitness Intangible assets Customer Requirements on Concern Industry-led Technology Timely delivery of products Preference for high product performance Increasing demand for technical support and after sales service of superiority product design Reasonable price at highest quality Ability to supply immediately Availability of skilled manpower Ability to supply as per specification Dedicated capital assets owned by the suppliers Our Process A's Process B's Process Potential for employment generation Responsiveness Competitivenes s Cultural factors Technological Compatibility Core competencies Brand Name Technical Descriptors Quality Risk factors Marketing knowledge Discipline Expertise - Our Process A's Process B's Process Importance to customer Target Value Scale-up factor Supplier compliance Absolute weight Customer competitive assessment Fig Prioritization of customer requirements H. [...]
[...] A negative ( ) symbol represents a Negative relationship with rating The interrelationship matrix developed in this project is shown in Fig Value added potential Intangible assets Customer Requirements Concern on Industryled Technology Timely delivery of products Preference for high product performance Increasing demand for technical support and after sales service of superiority product design Reasonable price at highest quality Ability to immediately supply Availability of skilled manpower Ability to supply as per specification Dedicated capital assets owned by the suppliers Fig Inter-relationship matrix F. Customer and technical competitive assessment The competitive assessment represents a pair of weighted tables that depicts how competitor supplier selection process compares with the organizational supplier selection process. A and B refers to the competitors of Salzer. [...]
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