Host Marriott (Headquarter in Phoenix, Arizona) operated 70% of the US airport food and beverage market. Following strategic competency initiatives and senior management discussion, the organisation employed QFD in 1995 to assure that its product offerings were keeping up with customer demands. A tree diagram was used to select a product (in this case a bagel) for improvement; matrices chose morning business passengers as the target customers. A Gemba (where the customer interfaces with the serv...

BPIR Categories

14.3.2 Implement an improvement approach/method/technique
3.2.1 Translate customer needs into product requirements

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