SNEHA GIRISH PUROHIT

IE 673 Fall 2014

11/22/2014
eLearning Pack ID: - IE673-FALL-2014-63-18

AUTHOR STATEMENT:
THIS ENTIRE ASSIGNMENT HAS BEEN DONE BY SNEHA
PUROHIT UNDER GUIDANCE OF PROFESSOR .

QFD (Quality Function

Deployment; Component
Oriented TQM Process Related
Customer Requirements
Analysis)
CONTENTS:

- INTRODUCTION AND OBJECTIVES OF THE PROJECT

- A BRIEF DESCRIPTION OF THE METHODOLOGIES
APPLIED
- MAIN BODY OF THE PROJECT
- CORA
- MAIN TQM REQUIREMENTS
- ANALYSIS OF THE CORA RESULTS
- YOUR EM DECISIONS
- COLLABORATION WITH FOUR COMPANIES
- PROCESS DESCRIPTION

- DATA DICTIONARIES
- INVENT & MANAGEMENT
- PANORAMA NAVIGATION MAP
- SUMMARY
- FURTHER WORK NEEDED / PROPOSED
- REFERENCES AND BIBLIOGRAPHY
- APPENDIX

INTRODUCTION AND OBJECTIVES OF THE PROJECT:

Prof. Ranky in his e-Book said, "In order for a product to be a
success, it has to cater to the customer's demands. The
customer wants products and services that throughout their
lifetime meet his or her needs and expectations at a cost that
represents value.
Our objectives from this project is to apply Component Oriented
Requirement Analysis (CORA). It will help us in achieving our
goals by satisfying and fulfilling the needs of our customers
because they are the back bone of the companies success. It is
a analytically established method to find out what customers
want, need, and / or require. This methodology will enable us in
making high quality products by focusing on the
new opportunities driven by the customers through our
innovative solutions.

A BRIEF DESCRIPTION OF THE METHODOLOGIES

APPLIED:
Our objectives from this project is to apply Component Oriented
Requirement Analysis (CORA). It will help us in achieving our
goals by satisfying and fulfilling the needs of our customers
because they are the back bone of the companies success. It is
a analytically established method to find out what customers
want, need, and / or require. This methodology will enable us in

making high quality products by focusing on the

new opportunities driven by the customers through our
innovative solutions.
CORA which is a matrix-based method developed for user
requirement need analysis is integrated in to four modules:
1. User requirements
2. Engineering solutions
3. Parameter calculations
4. Benchmarking

MAIN BODY OF THE PROJECT

Critical Requirements:
The main concept of using CORA for Espy technology is to
capture all the customer requirements. CORA follows the
following main three steps:
1.Define scope, function and purpose:
This requires the team to define the system or sub-system, or
any product, process, or service system design to be
analysed.The scope and the function of CORA changes as it is
applied at different levels and stages of the production system,
or product design process, or other processes.
2.Identify user requirements:
This requires the team to collect all realistic and accurate user
requirements and enter them in the left hand side of our CORA
spreadsheet.

3.Prioritize potential requirements:

This requires the team to rank customer requirements depending
on the importance. In order to achieve the highest level of
customer satisfaction with the end product, this activity focuses
on the key issues and provides a traceable path from the
customer down to the most detailed processes, throughout each
stage of the product development cycle. Correlation values are
used ranging from 1(low), 3 (medium) to 9 (high).
The Absolute Importance Rating (AIR) values are calculated on
the basis of the requirement priority level, and the correlation
values, therefore the team should measure the level of
importance, in terms of how an engineering solution responds to
each specified customer/user need.
If the AIR value is high, the team should trace back the column
of the matrix, and take the following steps:

- First, at every correlation value of 9 (meaning 'high') check the

customer requirement, and make sure that it is satisfied.
- Second, do the same at every correlation value of 3 (meaning,
'medium')
The Absolute Importance Rating values are calculated for each
column as follows: for each row, in which there is a requirement,
and for each column where there is a correlation value of 1
(low), or 3 (medium), or 9 (high), the importance rating value is
multiplied by the correlation value, then the result is added to
the sum of the next row, until there are no more rows left.

CRITICAL REQUIREMENTS:
Its identified using the rating from 1-5 in the below table.
CRITICAL requirements are those, which are given a rating of 45. So we make sure those qualities are met, as they are very

important to the development of the company.

S.No Customer Requirement Rating
1
No health hazard
From material

2 Greater range of thermal

stability

3 Conformance to ISO 9001:2008

standards

4 Conformance to international green

standards

5 Good quality user

manual

6 Good customer service with quick issue

response

7 Lowcost

8 Quick prototyped sample for customer

testing

9 Less time to delivery from

order

10 Component design
assistance

11 Failure analysis services for

component

12 User friendly website with all relevant

information

13 Device modeling
consultancy

14 High level of confidentiality of customer proprietary

information

No health hazard from material: Safety is our first priority which

is why we will make sure to follow standard safety protocol from
raw material procurement to the final product to make sure that
our product is not posing any kind of health hazard to our
customers and is not hazardous to the environment.
Conformance to ISO 9001:2008 standards: All our processes
will follow the ISO standards guideline which will ensure that
materials, products, processes and services are fit for the
purpose they are intended for.
Conformance to international green standards: Being a
dedicated sustainable company we will follow every measure to
keep our products and process green, energy efficient with
waste minimization and to make sure that they are not going to
pose any danger to the coming generations.
Good quality user manual: Customers prefer a user manual
which will assist them in using the product. To avoid any hassle
for the customers, our user manual must include all the
instructions for the user to be able to use the product safely
along with a proper description of cameras properties, safety
instructions, trouble shooting and customer service information.
Good customer service with quick issue response: Providing
adequate and quick customer service for customer grievances
will help in increasing the loyalty of the customers. Our feedback
loop from customers will help us in knowing any product or

service related issue and thereby help us in solving the problem

immediately.
Low cost: High quality and better pricing are the two things that
the customer look before buying. Our piezo crystals will have
high quality and of low cost at the same time as compared to our
competitors.
Quick prototyped sample for customer testing: Customers
prefer to test the final function of product with a prototype before
making any deal. This process will increase their trust, improve
the productivity, will reduce the chances of error, improves
efficiency and help in reducing waste as well as complaints.
Less time to delivery from order: Once the order is placed
customers prefer quick delivery to start the use and make their
customers wait less and make their business profitable as well.
Failure analysis services for component: Customer
grievances will be well taken care of in my company. Any kind of
failure in performance of product reported will be analyzed by our
company in order to understand the failure modes so that it can
be avoided in future either through design modification or
through operational instructions.
User friendly website with all relevant information: In the
world of internet the first image of the company is made by its
website. Most customers prefer soliciting information
electronically through websites before face to face meet. Our
website will help them with all the required information regarding
product easily.
High level of confidentiality of customer proprietary
information: Our customers being from specialized segments
prefer to keep their proprietary information confidential and we
as a company will respect that. The information sharing between
the customers and us in order to reach to the desired solution is

a must.

CORA:
The main method use for this project is Component Oriented
Requirements Analysis (CORA) which is based on Quality
Function Deployment (QFD) and other methods developed by
Professor Ranky. CORA is a method used to assist in analyzing
service/product/process user requirements to eliminate future
problems and/or conflicts.
CORA is a matrix-based method, similar to that of QFD (Quality
Function Deployment) practices, developed for user requirement
need analysis. CORA code is integrated into modules:
1.User requirements: The main purpose of designing the
CORA tool is to study the customer requirements very carefully
and also perform an analysis and get the best output. The ideas
are put down in the chart documentation is carried on. The three
major steps are

Define scope, function and purpose

Identify user requirements

Prioritize potential requirements

Functions are first designed. Here the end product is put into
functions and the attributes required for the function is the user
requirement. So when all these attributes are put together they
form the product, which is entirely customer friendly.
2.Engineering solutions: The collaborating companies provide
the modern tools for the manufacturing purpose, which operates
with a great quality precision. The materials used for the
manufacturing purpose is completely recyclable & environmental
friendly. Based on the product requirement different tools are

used which is also technically advanced. The mastercam-x

software allows to electronically designing the product, which
allows the ease of the testing procedure.
3.Parameter calculations: Based on the customer requirements
the parameter calculation consists of linking certain engineering
solutions, which is later involved in the CORA matrix. Then
according to the importance of the parameters ratings are given
based on the correlated values (1, or 3, or 9) where 1 means
low level correlation i.e. the product does not actually correlate
with the requirement. 3 means medium level correlation it
specifies that the function may or may not correlate with the
exact requirement and 9 means high level correlation where
there is an exact linking.
4.Absolute Importance Rating: The AIR values are prioritized
on the requirement level and correlation values. CORA is a
matrix-based method. Since the user requirements and their
priority ratings, the selected engineering solutions and then the
correlation values linking requirements in the actual matrix.
5.Benchmarking: Every system or product design, CORA
represents a dynamic, living document that needs to be kept upto-date. It should not be retrospective, but a valuable source of
information for current as well as for future products. The team
can document the user interface design needs, as they go along,
and store the CORA document and information in a widely
accessible format for any future reference.
CORA results will point to a process step, or a set of processes
in your CIMpgr process model. A statistical analysis is done to
figure out how badly a risky process is actually required by the
customer. The CORA sheet also offers quality plan, which helps
to prioritize your quality investment in process improvement. it
helps in satisfying the customers better than the competitors as
well as to become leaner and greener.

According to the ISO 9001:2000 Part 7.2.1, management is

expected to identify the customers specific delivery and post
delivery requirements. But it is not pretty clear so a new standard
has been put forward to clear ISO 9001:2008 post delivery
requirements include Warranty provisions, contractual
obligations, and supplementary services .We have tried to
implement all of this using the CORA tool and provide the best
possible product according to the customer satisfaction.

MAIN TQM REQUIREMENTS:

- Improved quality of the product and services are possible by

monitoring those respective values in the spreadsheet

- Reduced cost as well as production of a high-end quality

material becomes very easy by implementing this sheet

- Increased productivity of manufacturing processes by providing

the maximum output in a very short span of time and also
using the effective logistics so that even distribution becomes
easy.

- Reduced manufacturing costs because testing is carried out at

every possible checkpoint so that there is no chance of error to
occur.

- Improved product and process consistency by using the latest

software/hardware tools so the product continually adopts itself
to the changing technology.

- The safety of the product, considering the use of green

materials, types of components incorporated into the product, the
stability of the product and the use of advanced safety feature
incorporated into the sensory system to help recognize all
programmed unsafe conditions.


- Reduced customer prices of products and services by proper
research and development and at the same time providing the
best can be overlooked and made sure by the ever-changing
values.

ANALYSIS OF THE CORA RESULTS:

ANALYSIS OF THE CORA SHEET
CORA ANALYSIS: After analyzing the CORA excel sheet the
focus is shifted towards the AIR values. Higher AIR refers to the
priority level. The one with the highest AIR value is given the
highest priority. Customer requirements are tabulated and they
are rated according to the engineering solutions. The company
has to focus on the AIR values in order to improve the
satisfaction rate of the customer.

Engineering Solution

Air Value

Service - innovation

510

Service - flexibility

384

Service R & D

289

Service Equipment

282

Employee Development

162

Employee Training

222

Reliability Study

405

Environment Awareness

237

User Requirement Study

297

CAD/CAM drawings

219

Service - Lean Process

291

QFD Practice

315

Distribution Network

140

TQM Practice

351

We can infer from the table the value ranges are from 510-140
i.e. the highest value is 510 while the lowest is 140. The top
three AIR values are 510, 405, 384. The requirements
corresponding to these values are
ISO/ANSI standards
Green engineering/recycling methods
Regulations (IEEE, etc.)
So our company Excels Solution Services, we concentrate on
these values so that they get improved each and every time the
technology changes. This is considered as the base layer for any
kind of technology.
The Absolute Importance Rating is a comparative tool that
reveals the rating of not only an engineering solution in terms of

its correlation with the customer requirements but also in terms

of the other engineering solutions adopted by the organization.
A low AIR does not mean that it is not highly correlated with a
customer requirement but it is certainly less related to the overall
requirements than a solution with a high AIR.

- Air value 510 Service Innovation -Due to its importance being

high we have decided to focus on users experience and
interaction by taking their feedbacks and providing them with
excellent customer services. The goal is to make users
interaction as simple and efficient as possible. Its customer
requirements are limb being user friendly; quality of material
must be green and sustainable. The ISO/ANSI set the level for
particular standard processes, services that set the benchmark
for every process. By following these standards the company will
be able to produce product that excel in technology as well as
the quality standards while on comparison with the competitors
products. On a definite mark when these needs are met the
result ends up in customer satisfaction as well as increase the
demand for our products resulting in profit for the company as
well.
- Air Value 405 Reliability Studies: Engineer processes and
products in our plant use system analysis and integrate
environmental impact assessment tools. The entire life cycle
involved in all the manufacturing division of the product is taken
care so that in order to control the depletion of natural resources.
Risk assessment tools beyond just screening the processes
allows us to prevent the environment from getting toxic and helps
a lot in maintaining a green environment.
- Air Value 384-Service Flexibility one of the most important
aspect is the cost analysis. We are able to produce items as it is
order a lower cost as well as the incorporated with the best
technology. This is successful because of the best R&D

department. By doing an analysis we are able to offer the

services at a much lower costs compared to that of our
competitors. For assessing the importance of an engineering
solution and how it helps in meeting customer requirements a
CORA template is used i.e. a correlation is generated between
the engineering solution developed and the requirements, based
on which the CORA template provides us with the Absolute
Importance Rating (AIR) value for each engineering solution.
This AIR value gives us a projection as to how important is the
engineering solution and how it helps in addressing critical
customer requirements.

EM Decisions
As an EM I will advise my team about the CORA results as such.
We have the top three AIR numbers and these numbers show
the solutions our company will use for the requirements listen
below. The top three numbers show the importance levels of the
solutions and thus the first solution is to use TQM methods. We
need to focus on making use of TQM methods. Implementing
TQM methods which is convenient and at the same time saving
materials.
As mentioned by Professor Ranky in his e-book, sustained
quality excellence requires continuous product and process
improvements.This means that regardless of how good the
present performance may be, it can become better. So we take
this ideology in mind and look forward to making continuous
improvements in implementing proper TQM methods to create
efficient products for our customers while grasping new
opportunities in the market for making money.
Customer service unit means that our company customer service
experts will have to focus on guiding customers in every aspect
green and continuously working on quality improvements
suggested by customers. Allowing to integrate the sustainability
aspect into every thing we design and foresee production. By

identifying, understanding and managing interrelated processes

as a system, the designers on the board will be able to contribute
to a organizational effectiveness and efficiency in achieving its
objectives as to maintaining sustainable green focus on designs.
The Eco Engine standard experts is the third of the top three AIR
numbers. It means that we as company should try to check with
our standard experts if they are doing their duties properly or not
and by training them efficiently.Our experts will have to check for
the compliance of our final products with the company's
standards like low emission and safety aspects ,this way we will
benefit by giving a quality product to our customers while
maintaining high quality.
Furthermore, we want our executives to keep a record of all
possible data of how they approached a to implement the above
methods, and what solutions they used. This way we will have a
data bank of solutions on what to do for future projects.

Collaboration:
CORA matrix shows that some of our customer requirements
and engineering solutions are of our collaborative companies.
Our collaborative companies are helping us through our green
initiative. Hence, to manufacture and supply reliable, quality
services to the user, my company is collaborating
with collaborating with 4 companies, namely
1.
Canon
2.

Tamron

3.

Gray mills

4.

Emuge

PANORAMA NAVIGATION MAP:

Panorama navigation map enables a 360 Degree view of a place
with excellent quality video and audio making it a first hand
experience. The video paired audio in a 360 degree outlook
brings insight on the subject. The working process of a model
can be demonstrated to prospective users by using this
technology making it easy to access and easy to understand.
Using this technology in universal packaging engineers can help
in developing techniques as required for the user. It can also be
used for prototyping and simulation purposes which would help
to understand what further improvements are needed based on
how the process is currently working, making its way for use in
Research and Development. This not only ensures efficiency but
will also help in improving productivity of the processes.

SOCIAL NETWORKING:
for assignment 2 I tried discussing with yogya shri on
different topics and after discussion and following the post I
hereby give my conclusion -:
fracking Booms Hits wATER Wall -:

I feel Hydraulic fracturing is highly controversial, proponents

advocating economic benefits of readily accessible hydrocarbons and
opponents concerned for the environmental.as wel as the triggering
of earthquakes, noise pollution, surface pollution, and the
consequential risks to health and the environment.
Hence we need to think on it

News forum

Fracking Boom Hits Water Wall

by Jacklin Andrawes - Friday, October 17, 2014, 11:33 AM

Fracking is a drilling method, the oil and gas extracted from shale
formations. It has been used in the United States for many years, but
until recently relatively shallow fractured wells in the United States,
located in sparsely populated areas. The technology to drill deeper,
and level, so that fracturing rooted in the more densely populated
areas, including the Marcellus Shale in Pennsylvania and other
northeastern states. Modern hydraulic fracturing operations can
require millions of gallons per well than before and therefore millions
of gallons of polluted wastewater.

Reply

Re: Fracking Boom Hits Water Wall

by Salmah Elzwahry - Sunday, October 19, 2014, 3:26 PM

The fracking drilling method was an efficient method for extracting

gas and oil. Now since many of the shale formations have become
shallow and in more urban areas it has become difficult to complete
the extraction without polluting millions of gallons of water. Fracking
also has an effect on the economy since many states have created
laws against it.

Show parent | Reply

Re: Fracking Boom Hits Water Wall

by Venkat Rushith Rekapalli - Sunday, October 19, 2014, 8:23 PM

The World Resources Institute has released a new report that lays
out the potential for water scarcity to put a halt on gas and oil fracking
among the worlds top 20 shale nations. Modern fracking operations
require millions of gallons of water to drill wells, consequently
resulting into several million gallons of contaminated wastewater.
Aside from the contamination issue, the sheer volume of water
required for hydraulic fracturing competes with sectors such as

agriculture, commercial, residential as well as habitat preservation.

Show parent | Reply

Re: Fracking Boom Hits Water Wall

by Vikram Reddy Saddi - Sunday, October 19, 2014, 11:28 PM

Hydraulic fracturing is highly controversial, proponents advocating

economic benefits of readily accessible hydrocarbons and opponents
concerned for the environmental impact of hydraulic
fracturing including contamination of ground water, depletion of fresh
water, degradation of the air quality, the triggering of earthquakes,
noise pollution, surface pollution, and the consequential risks to
health and the environment.

Show parent | Reply

Re: Fracking Boom Hits Water Wall

by Mai Guo - Tuesday, October 21, 2014, 2:15 PM

At the end of the day, the determining factor will be the all in
production cost. With WTI and Brent prices around the $80-85 mark
most shale projects are still economically feasible. This includes the
costs of utilizing large amounts of water. If water scarcity becomes an
issue then the price of water will go up and eventually shale
developments will no longer become economically feasible and that
will put a stop to production. Short of market disruptive regulations
supply and demand fundamentals will determine if fracking is a viable
option.

Show parent | Reply

Re: Fracking Boom Hits Water Wall

by Sai Gaurav Yarlagadda - Tuesday, October 21, 2014, 4:40 PM

water scarcity is the main issue these days. people are trying to make
ways to solve this. The fracking drilling method was an efficient

method for extracting gas and oil. now this is becoming a difficult
task. Modern hydraulic fracturing operations can require millions of
gallons per well than before and therefore millions of gallons of
polluted wastewater. Aside from water contamination issues, the
sheer volume of water required for fracking opens up a whole other
can of worms, namely, competition for water supply with agricultural,
commercial, and residential users as well as for habitat preservation.

SUMMARY:
Our staff has worked together to collect our customer needs as
well as a few critical needs for running the day-to-day processes
within our company. With this information, we proposed several
engineering solutions to address these requirements. Then all
this information was compiled into a CORA spreadsheet, where
we learned that Quality methods, careful selection of the
Recycling machines and equipment, and an advanced
scheduling system are the three most important solutions to
invest money into. In addition to that, we also wanted to make
sure that we also implement any solutions that would allow us to
collaborate with the four companies that have been generous
enough to help us through our start-up beginnings.
FURTHER WORK NEEDED:
After the CORA has been completed, We have learned what are
the most important solutions to implement to address the
customer requirements, but there is a high chance that we did
not come up with all the solutions that we could have. As
technology advances, new ideas will have to be researched and
brought up to management staff for approval so this company
can be continuously improving and making sure the budget is
always being used efficiently.
REFERENCE

1. TQM eLearning Pack by Prof Paul G Ranky.

2. http://www.cimwareukandusa.com/All-Green/RankyGreenEngineering.html
3. http://www.buckhorninc.com/
4 .E learning pack
5.Discover ISO: Why Standards Matter. International
Organization for Standardization June 27, 2010
http://www.iso.org/iso/about/discover-iso_why-standardsmatter.htm
6.www.wikipedia.org
7.www.google.com

SELFGRADE:
I would give myself 10 on 10 as I have covered all the
components required for this Assignment and I think worked
hard and did a lot of research in different areas to finish this
assignment.