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The Implementation of Quality Function Deployment (QFD) in Tire Industry

Article  in  ComTech Computer Mathematics and Engineering Applications · December 2017

DOI: 10.21512/comtech.v8i4.3792

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 THE IMPLEMENTATION OF QUALITY FUNCTION DEPLOYMENT (QFD)
IN TIRE INDUSTRY

Hari Abdul Hadi1, Humiras Hardi Purba2, Kurnia Sigma Indarto3,

Rorio Gomgom Paska Simarmata4, Guntur Pratama Putra5,
Dabith Ghazali6, and Siti Aisyah7
Master of Industrial Engineering Program, Mercu Buana University
1,2,3,4,5,6

Jln. Menteng Raya No 29, Jakarta Pusat 10340, Indonesia

7
Industrial Engineering and Management Program, College of Industrial Management,
Ministry of Industry Republic of Indonesia.
Jln. Let. Jend Suprapto No.26, Jakarta Pusat 10510, Indonesia
1
[email protected]; [email protected]; [email protected]; [email protected];
5
[email protected]; [email protected]; [email protected]

Received: 31st July 2017/Revised: 7th November 2017/Accepted: 9th November 2017

Abstract - This research had two main objectives. by the Japanese Society Control (JSOC). In 1987, a final
The first research objective was to make the right design survey report on the status of QFD applications among 80
of new product according to customer requirements with Japanese companies was published (Akao et al., 1987).
the implementation of Quality Function Deployment This method works to change the customer’s desire
(QFD) in the tire industry. The second research objective to be parameters and values so that it can be applied to the
was to enhance competitiveness based on the renewal of product accurately (Akao & Mazur, 2003; Büyüközkan &
marketing strategy and consumer needs, non-explosive Çifçi, 2013; Liu et al., 2014). QFD has now become the
prohibition, non-slip tires, no bulgy, and competitive prices. method to improve global competitiveness. Improvements
The research was carried out by using costumer satisfaction to products short time processes become one of the
rating by comparing with the competitor companies. Based hallmarks of this method. To improve the qualification of the
on calculation using QFD method, it shows that split liner current industry competition is not only the manufactures
has the highest percentage of technical requirement in who want to absorb customer desires and deliver it in the
tire industry about 30,57%. The second factor is pattern form of products but also service companies. All industries
design about 25,98%. Then, the third factor is compound
seek to translate customer desires into valuable technical
technology about 22,68%. Therefore, the researchers can
parameters that can be applied to products. QFD can not only
recommend several strategies for the quality improvement
based on customer needs for the tire industry. transform customer desires into parameters and values for
products and services but also bring customer needs down
Keywords: Quality Function Deployment (QFD), tire to a detailed level of operation (Akao et al., 1987). Not only
industry customer requirement and operation, but QFD also concerns
the quality. By using this, it is expected that the customer’s
desire towards good quality can also be accommodated by
I. INTRODUCTION applying method in the company. In the end, the company
can understand that modern management techniques
Transportation in Indonesia increases every year. It become a major part of gaining competitive advantage from
results in every automotive-related industry sector to prepare the customer point of view (Bottani & Rizzi, 2006).
for the growing demand. The more intense the competition There are so many benefits found in the QFD
in the business world is, the more advantage that business implementation by researcher (Andronikidis et al., 2009).
players must have. It can be used as an advantage to win The surveyed companies include the following points to
the competition. The ability of business people to meet the use QFD. Those are establishing design standards and
expectations of consumers is needed to win the competition. planned quality, making competitive bench-marking
It is because each consumer has different tastes and desires products, developing new products that differentiate firms
so that the required product should attract the attention of from competitors, analyzing and gathering market quality
consumers to buy products or services produced by the information that communicates quality-related information
company. later processes, designing goals into manufacturing,
In the middle of 20th century, the global competition identifying control points, reducing quality issues early,
began to be intensive in the world (Shaik et al., 2015). reducing design changes, cutting development time,
Because of this condition, manufacturing and service reducing development costs, and expanding market share.
companies needed a way to change the customer’s There is a reason why QFD can be so popular in Japan in
requirement to be technical parameters and values. From terms of manufacturing and services. Many of the benefits
this problem in 1970s people in Japan created a method have been reported by many researchers regarding the
called Quality Function Deployment (QFD) (Rajiv et al., implementation of QDF in real time practice (Sivasamy et
2010). QFD was first introduced by Yoji Akao, Professor of al., 2016).
Management Engineering from Tamagawa University (John Since it was created in the 1970s, this method has
et al., 2014; Liu et al., 2014; Büyüközkan & Çifçi, 2013). been used by many companies around the world (Zhang et
In 1975, the Computer Research Committee was appointed al., 2014). Not only in Japan, but it also is popular in global

The Implementation of Quality Function.....(Hari Abdul Hadi, et al.) 223

manufacturer and service industries (Delgado & Aspinwal, In QFD, there is House of Quality (HoQ) matrix.
2003). For example, as a source of information for It is the essence of a QFD method (Raharjo, 2013). This
creating quality charts, American companies used personal matrix will consist of four main parts (Wu & Shieh, 2008;
interviews with customers. Customized customer surveys Kuo et al., 2009). Each is defined by sizes and metrics for
were designed for QFD implementation and focused on measuring success (Sharma, 2003). In addition to the other
group interviews. In the survey, it was reported that they had VoC, there are competitors, positions and relationships
interest rate support in the implementation of QFD in the which technically can be considered in making HoQ (Liu
form of sufficient effort to implement QFD with adequate et al., 2014).
resources, and adequate QFD execution time. Moreover, customer satisfaction is one of the
QFD can be applied in various industries besides customer’s most desirable targets in the company. Creating
manufacturing such as transportation construction, customer satisfaction and providing the best service and
electronics, and education and service (Aytac & Deniz, quality of production may not be easy in the beginning.
2005; Vinayak & Kodali, 2013; Chan & Wu, 2002). QFD is a The company needs to be more familiar with customers’
flexible method to be applied in almost all types of industries, needs and transfer these needs to situations where services
even services. Besides being used in many industries, QFD and products are generated. An increased customer desire is
can also be used in various fields such as product design, one of the factors of increasing the complexity of economic,
quality management, decision making and team building cultural, and social systems. It is not spontaneously, but
(Wolniak & Sedek, 2009). Uniquely, not only product it requires systematic approaches and techniques that
design is set to this method but also the quality. Because transform this concept into organizational processes (Akao
quality is a part of customer’s desire, by using QFD, the et al., 1987).
company can also correlate between customer’s desires with In short, the main focus of this QFD is to involve
effort to improve product or service quality. The researchers customers in the product development process from the
began to publish the results of the QFD research starting in beginning. The underlying philosophy is that the customer
1980 (Politis, 2005; Zaim et al., 2014). Lots of advantages will never be satisfied with the product although it is a
were found by these researchers from the implementation perfectly produced product. The purpose of QFD principle
of QFD (Gremyr & Raharjo, 2013; Kamvysi et al., 2014; is to ensure that customers’ needs and wants are met. It can
Liao & Kao, 2014). From the researches conducted by using be applied to the development of product or service and help
QFD, it can be seen that QFD can help customer in friendly the internal service group to develop strategies and achieve
product design, reducing lead time product development, customer satisfaction. In this research, the researchers will
and improving quality and reliability of product created. implement QFD method on tire product to assist product
The inventors of QFD see customers’ desires, and development which is expected to be close to customer’s
they name it as Voice of Customer (VOC) (Aytac, & Deniz, desire.
2005; Vinodh, & Chintha, 2011). VOC is one of the main The automotive manufacturing company continues
items in QFD. This item can translate what the market needs to improve products based on consumer needs. However, is
and can be applied to market requirement in the product. still experiencing delays in the development of new product.
The company understands that not all items from VOC can In this research, QFD is used to develop new products and
be applied in product. Thus, with QFD, it can filter critical determine the strengths and weaknesses of the tire industry.
items. In this case, the items will be considered to make In this case, it can be observed that QFD can be used to
big impact on the market and can be applied to the product. help solve problems in various fields, especially in the tire
Moreover, phase and planning of QFD start from identifying industry.
of customer needs, determining product specifications, and Tire is a commodity that has a different market.
checking development plans (Skalak, 2002). The product depends on the geographical condition, road
VOC becomes a main ingredient in product and contours, and weather in the area. The research about QFD
service development. In the QFD, the process requires input in the tire industry has been done in the Iranian state (Akao
and decision made by an expertise team. Then, QFD will be et al., 1987). The Iranians wanted long-lasting tires which
a strategy to understand customer’s wants with engineering could be used at high speed and resisted the puncture and
knowledge and requirements as well as eliminating many adhesion in the road. The results were several criteria that
of the operating hurdles formed in the company during companies could use to improve their products such as
development products (Chen, & Weng, 2006). consumable compound of tires, dimensions of tar, dimension
The relationship between data from customer and of saydval, and appropriate pattern of tire.
technical information is important to determine the target There are two significant points in the application
value set for each technical requirement. It is to ensure that of QFD in the automotive manufacturing company. First,
the next generation products will be truly competitive and QFD has transformed quality control in the manufacturing
satisfy as customer wants and needs (Day, 1993). To use process and established quality control for development
VOC, the selection of competitor and technical requirement and design. In other words, QFD has established quality
will also determine the exact results. Because the results management for product development and design. Second,
of each section will affect the results of the other parts, QFD has provided communication tools for designers. It is a
the exact parameter selection at the beginning of each strong help for engineers as they build a system for product
section becomes very important to obtain the best result. development.
Moreover, to make good product, QFD also evaluates the Next, there are three main objectives in the
result and compares it with other to identify the specific implementation of QFD in the tire industry. First, it prioritizes
product objectives to be improved (Isac, 2003). After all the needs of both spoken and unspoken customers. Second,
the requirements are identified, the important thing is to it translates customers’ needs into technical characteristics
answer what the product design should be done to meet the and specifications based on the VOC. Last, it builds and
required requirements and assist trade-off decisions to make delivers quality products or services by focusing everyone
a process (Kahraman et al., 2006; Krstić, 2014). on customer satisfaction. Since its introduction, QFD has

224 ComTech, Vol. 8 No. 4 December 2017, 223-228

helped the company in several ways including planning mutually minimizes the assembly design of bead filler
new products, designing product requirements, determining and bead wire. Then, the initial design of each component
process characteristics, controlling the manufacturing is found in the process of R&D Technology department
process, and preparing existing product specification for compound mixing, extruding, bead, inner liner, and
documents. cutting. These components have standard that minimizes
the manufacturing design of radial tire. Next, the additive
composition consists of the determinant of quality,
II. METHODS endurance, and uniformity of the tire. Whereas, the section
height is the determinant of tire size. All the components
This research uses the total sampling or complete affect the final pattern of tread that will determine the ability
enumeration. Therefore, the sample size is the same as of tire in moving on the road surface.
the population size. Then, the design concept of the new The first matrix of the QFD process usually takes
product in this research is grouping the critical components VOC by scientifically rating the importance of these wants,
from radial tire. needs and desires and technical links. Each way is defined by
The primary data are collected by the observation sizes and metrics for measuring success (Sharma, 2003). To
or direct measurement and questionnaire. It includes the create a quality product, customer needs must be considered.
consumers’ needs, technical requirements, and critical parts. In addition, standards and regulatory requirements dictated
Meanwhile, the secondary data are through interviewing by management must be identified.
the R&D technology and production management team The evaluation will be done by comparing the results
department in the automotive manufacturing company to with the main competitor’s results, with the identified
collect the product types, specification, demand rate, initial characteristics using competitive technical evaluation. It is
tire design, and production process. The attributes of product used to compare new products with competitors’ products.
that are asked to the respondents are based on pattern of tread It is to find if technical requirements are better or worse than
rubber, split liner technology, silica compound technology, competitors. The results of all the items that the analyst has
section width of die tread design, x-ray inspection, and bead done can help identify important product requirements and
wire size design. assist trade-off decisions to make a process (Krstić, 2004).
The first step in the implementation of QFD method
in tire industry is making HoQ. Figure 1 shows the result of
QFD matrix in tire industry of the automotive manufacturing III. RESULTS AND DISCUSSIONS
company industry. The company engages some competitive
bench-marking between its product and competitor’s QFD functions such as HOQ are used on consumer
product by sending questionnaires to the customer who products to manage and identify design trade-offs. It
its product and competitors’ product. In this situation, involves studying customer requirements. The customer
participants are asked to rate the products on each of the requirements can be in the form of a marketing survey which
characteristics listed in the customer need matrix. It uses 1 has been targeted towards a certain marketing. Normally,
to 5 scale (5 is the most favorable). Then, it calculates the the purpose of this survey is to find out what the consumers
improvement factor for each technical requirement for the want from the consumers. HOQ serves as a good patch
new product based on planned customer satisfaction rating between the customer requirements and the engineering
and existing customer satisfaction rating. variables.
Next, the radial tire component design consists of The term QFD is popular tool used for new product.
bead wire size design. The concept design improvements The calculation of QFD using improvement factor. It is
in bead wire show that each component has standard that calculated as:

Note:
= Low value (1)

= Middle value (9)

= Strong value (27)

Figure 1 QFD Matrix

The Implementation of Quality Function.....(Hari Abdul Hadi, et al.) 225

Improvement Factor = {(Planned CS Rating – Existing CS The results of analysis use the method of QFD in
Rating)0,2}+1 (1) the automotive manufacturing company. The attributes that
become a priority for improving service quality (strong in
Then, sales point or strategic marketing factor is all conditions, long lifetime, hard to explosive, nonslippery,
placed in the planning matrix. A number of sales point not bulgy, and competitive price). It can be the suggestion
about 1 to 1,5 is used to emphasis on the customers’ needs. for marketing strategy. Based on research conducted using
It estimates the marketing importance of the need in the QFD method to improve the quality of car tires, it obtains
promotion of the new product. It is used along with customer the priority attribute and technical requirement made by
importance and improvement factor in the calculation for the company (design tread, bead wire design, split liner
overall weighting of the customers’ needs. The calculation technology, x-ray, silica compound technology, design
of overall weighting is based on customer importance, pattern). From Figure 1, it can be seen that the highest
improvement factor, and sales point. The equation is as total priority percentage is split liner technology (30,57%),
follows. pattern design (25,98%), and silica compound technology
(22,68%). The company can make improvements or design
Overall weighting = customer importance*improvement new products by adding split liner technology, pattern
factor*sales point (2) design, and silica compound to make strong car tires.
Therefore, in all conditions, the tire has long lifetime and
After that, it converts the overall weighting to competitive price and is not easy to explode, slippery, and
percentages. It is to understand how much of the design or bulgy. From these results, it is expected to assist companies
improvement that should be done in each of the customers’ in the development of quality service products in accordance
needs (Goetsch & Davis, 2013). with the needs of customers.

% of total weighting = (Overall Weighting/Sum of Overall

Weighting)*100% (3) IV. CONCLUSIONS

Attributes of the radial tire design based on the

consumers’ needs consist of six variables. There are pattern
of tread rubber, split liner technology, silica compound
technology, section width of die tread design, x-ray
inspection, and bead wire size design. The relationship
of radial tires components uses the product architecture.
Meanwhile, the activity of alternative product design,
planning, and radial tire design is done by the approach of
concurrent technology team by implementing the new right
product development. Then, the conceptual design step is
done by using QFD to identify the importance weight of
radial tire design and part characteristics.
The approach of applying the QFD method in the
manufacturing tire industry can analyze customer needs,
know what to do by the company, and apply it to product
Figure 2 Virtual Tire Design and manufacturing process. The other uses are to improve
(Source: Design from PT Hankook Tire) the products and processes. From the results of the research,
it can be concluded that implementing and improving the
process of tire manufacturing can be done by using split
The tire is divided into several parts as seen in Figure 2. liner technology, pattern design improvements on tires, and
There are tread, belt and textile, casing, inner liner, and bead. the use of silica compound. The conceptual design of radial
Tread is a tire tread that protects the tire from impact, and tire is done by the second phase of QFD to get five critical
the puncture of an object from the outside that can damage parts. The tires which have long lifetime and competitive
the tire. Treads make many patterns called patterns. Then, price, and are hard to explode, non-slip tires, and no bulgy.
breaker and belt are part of the yarn layer placed between The implementation of QFD in the production
the tread and casing. In ordinary tires, it is made of textiles, process will bring positive results in the design and
while for radial tires, it is made of wire. This protects and production process as well as the advantages in market
reduces collisions occurring on the tread as it is not directly development and sales. Moreover, better scheduling and
absorbed by the casing. Casing is a tire-forming yarn layer production planning can minimize production process time
and a framework of tires that accommodate high-pressure and delivery time. It also can minimize the frequent changes
air to support the tires. Moreover, bead is a bundle of wire in designing and producing.
united by a hard rubber and functions like an anchorage QFD provides a perfect approach to implement
attached to the rims. quality inspection at every stage of product development.
After the completion, the tire is checked visually The final result in implementing of QFD method for radial
whether there is a defect or not. This process does not use the tire and product design structure matrix is to improve the
machine, so the accuracy of workers is needed. In addition design activity. It is by giving information for the company
to visual, the control is also done by checking the balance to integrate the process of each department in the new
and using X-rays. The tire may not be 100% balance like a design planning of radial tire. Thus, it provides a new
rim, but there are limitations. If it exceeds the limit, there is approach to measure customers’ needs and provide products
an error in the production process. In addition, a laboratory with characteristics required by customers. This can be an
inspects tire samples taken randomly to maintain quality. excellent tool for planning and controlling the development

226 ComTech, Vol. 8 No. 4 December 2017, 223-228

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requirements for course design by embedding
Fuzzy-AHP and linear programming in QFD.
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