Newfonia faces three major competitors in this market: Oldphonia, Simphonia and Colliefonia. It found that potential consumers placed the highest importance on the reliability (measured by such things as freedom from operating system crashes and battery life), followed by compactness (weight/bulkiness), followed by flexibility (features, ease of use, and the type of program modules available). The operating costs was only occasionally noted as an important attribute in the survey. Studies of their products yielded the information given in the spreadsheet given. Results of the consumer panel ratings for these competitors are also shown in that spreadsheet. Using this information, modify and extend your house of quality and develop a deployment plan for the new smart phone. On what attributes should the company focus its marketing efforts?

Reference:

Managing for Quality and Performance Excellence. Kenneth H. Rose, John Ross Publishing, 2005. ISBN 1932159487.

Project Quality Management: Why, What and How. James R. Evans, William M. Lindsay, Cengage Learning, 2014. ISBN 978-1-305-66254-4.