Supplier selection using QFD: a consumer products case study

Purpose – During the past decade the role of purchasing in global competitiveness has been steadily increasing in importance. Similarly, the role of packaging continues to increase in importance because of its dual function in advertising and shipping. The purpose of this paper is to employ the Quality Function Deployment (QFD) methodology to analyze the common purchasing problem of supplier selection for toothpaste packaging. Thus, a technique well known in quality management is adapted for use in the entirely new context of supplier selection in purchasing. Design/methodology/approach – The paper begins by stipulating the properties necessary for suitable packaging. It then examines the type(s) of packaging necessary to satisfy these properties. Finally, it moves to the selection of a supplier having the necessary properties to provide packaging. The analysis is performed with a QFD construct. Findings – The QFD process led to a rapid identification of those suppliers most capable of providing the product characteristics that met the corporate total value goal at the time of study. Practical implications – The paper presents a structured management approach to deal with the common problem of supplier selection. In doing so, it provides an approach that may be generalized to solve many types of decision problems confronting operations and supply chain managers. Originality/value – This paper presents a management approach to the very important area of supplier selection. In doing so, it employs a technique well known in the product design area, but not used in the area of supplier selection, that of Quality Function Deployment (QFD). It extends beyond the dyad in that it brings to bear a powerful technique from the Quality Management discipline to a problem in another discipline, Purchasing.