Managing for Quality and Performance Excellence 9th Edition by James Evans,William Lindsay

Exercise 37

Note: Data sets for several problems are available in the Excel workbook C07Data in the Student Companion Site for this chapter. Click on the appropriate worksheet tab as noted in the problem (e.g., Prob. 7-5, etc.) to access the data.
Georgio's Giant Gyros (Problem 4) acquired some additional information about product characteristics. It found that consumers placed the highest importance on taste appeal (especially flavor), followed by healthiness (measured by sodium content and calories), value, and service. The menu board and accurate order filling appeared to be less important attributes in the surveys. Georgio faces three major competitors in this market: Mario's, Gyroking, and Antonio's. Studies of their products yielded the information shown in the worksheet tab Prob.7-5 in the Excel file C07Data. Results of the consumer panel ratings for each of these competitors can also be found there (a 1-5 scale, with 5 being the best). Using this information, modify and extend your House of Quality from Problem 4 and develop a deployment plan for a new gyro. Assume that a separate study will be made on the physical facilities and design of service delivery. On what product attributes should the company focus its marketing efforts?