Document Type : Research Paper


1 Department of Industrial Management, Shahid Beheshti University, Iran

2 Department of Industrial Management, Semnan University, Iran


In the competitive economy of today, those companies are to succeed that can design efficiently and produce productions that would be preferred by its customers over those of their competitors and Those companies which desire to find for their performance a position in world-class should have the capability to quickly, efficiently and effectively respond to changes in global markets. So plans must be come up with which may satisfy customers’ needs and lead to highquality products that can compete with other companies. This paper aims at developing the way we can use QFD(quality function deployment) and VA(value analysis) tools both theoretically and in case study. Out of Iranian cars, Pride was chosen because of quality drawbacks it suffers from and then the combining process of QFDVA was applied to its bodywork. Finally, the research hypothesis was analyzed by developing and distributing a questionnaire. SPSS software was used for analyzing the data. Combining QFD and VA in product design obviated one of the executive problems in QFD, i.e., inability of the latter in recognizing all customer needs. The optimal value of the features of product design can be assessed by using the above-mentioned tools. Assessment of these features provides for allocating resources optimally to the recognized functions. One other finding of the research is that using QFDVA in new product design (NPD) improves the competitive status of the company in relation to its competitors in global market through improving designing and, consequently, decreasing the cost, increasing the quality and boosting sales. This paper provides some information for car industry and has some implications for defeating the competitors in the competition ridden market of today.


Main Subjects

[1]                                    Farsijani, H. (2007). Organizations’ World Class and TQM, Iranian Centre for Industrial Research and Training Press, Tehran, Iran.
[2]                                    Gandhinathan, R., Raviswaran, N. and Suthakar, M. (2004). QFD and VE Enabled Target Costing: A Fuzzy Approach. International Journal of Quality & Reliability Management, Vol. 21, No. 9, pp. 1003-1011.
[3]                                    Chan, L. K. and Wu, M. L. (2005). A Systematic Approach to Quality Function Deployment with a Full Example. Omega- The International Journal of Management Science, Vol. 33, No. 2, pp. 119-139.
[4]                                    Ansari, A., and Modaress, B. (1994). Quality Function Deployment: The Role of Suppliers. International Journal of Purchasing and Materials Management, Vol. 30, No. 4, pp. 28-35.
[5]                                    King, R. (1987). Listening to the Voice of the Customer: Using the Quality Function Deployment System. International Journal of National Productivity Review, Vol. 6, No.3, pp. 277-281.
[6]                                    Abaei, M. (2006). Application of Value Analysis Techniques. Rezvan Parto Press, Tehran, Iran.
[7]                                    Jabal Ameli, M. S. (2004). The Status of Value Engineering in Project Management. Iranian Organization for Management and Planning Press, Tehran, Iran.
[8]                                    Salaheldin, I. S. (2007). The Implementation of World Class Manufacturing Techniques in Egyptian Manufacturing Firms. International Journal of Industrial Management & Data Systems, Vol. 107, No. 4, pp. 551-566.
[9]                                    Flynn, B. S. (1997). World-Class Manufacturing Project: Overview and Selected Results. Industrial Journal of Operations and Production Management, Vol. 17, No. 7, pp. 671-685.
[10]                              Chen, L. H. and Weng, M. C. (2003). A Fuzzy Model for Exploiting Quality Function Deployment. International Journal of Mathematical and Computer Modeling, Vol. 38, No. 1, pp. 559-570.
[11]                              Cavalca, K. L. and Dedini, F. G. (2004). Quality and Reliability Corner. Combined Application of QFD and VA Tolls In The Product Design Process. International Journal of Quality & Reliability Management, Vol. 21, No. 1, pp. 231-252.
[12]                              Momeni, M. (2008). Statistical data analysis using SPSS. Ketabeno press, Tehran, Iran.
[13]                              Habibi Rad, A. (2007). Submission a combined model of VE and AHP for Facelift design of the Samand. MSc. thesis, Shahid beheshti university, Iran.
[14]                              Adams, S. and Liner, W. F. (1997). Facets of FAST. Save International Conference Proceedings , pp. 22-28.
[15]                              Eftekhari, H. (2006). Quality Function Development in the Gas Company of the khorasan. MSc. thesis, Sharif University, Iran.