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Crème Home a House of Quality

CASELET, OPERATIONS AND PROJECT MANAGEMENT
ET Cases, 2 pages

Case Preview

Crème Home a House of Quality

 

The ice cream market in India is witnessing a great degree of change due to a shift in the consumers’ mind share and consumption patterns. In the last ten years (2004–2014), the market has seen a great positive shift, which is expected to be more impactful in the near future. On one hand, the evolving ice cream market is abuzz with unusual flavors, textures and fusions, while on the other hand, a growing consumer base, disposable income, product acceptability and competition is taxing the operators to sustain in the competitive market offering innovative products and optimum consumer satisfaction.

Research firm – The International Market Analysis Research and Consulting Group (IMARC Group), expects this market to grow at a CAGR of 17% during 2012–2017, according to its latest report titled, “Indian Dairy Market Report & Forecast: 2012-2017”. According to an analyst at IMARC Group, “Although, the unorganized sector currently accounts for a larger share of the Indian ice cream market; it is shrinking considerably in the urban areas. In the rural areas, however, kulfis/ice creams made by small/cottage industry are popular......................

Teaching Note Preview

Crème Home a House of Quality

 

Synopsis

This caselet helps to discuss the concept of ‘Quality Function Deployment’ and its benefit in product development. The caselet revolves around the dilemmas of Maria Fernandez, a young entrepreneur, who had established a retail ice cream parlor Crème Home. After a long stint of more than 5 years with a popular ice cream parlor chain, on seeing the potential market growth, Maria Fernandez decided to establish her own ice cream parlor. Her cousins extended financial help for her venture. A good product decision is a must for any organization’s existence. The product decision is to develop and implement a product strategy that meets the demand in the market. Maria Fernandez was in a dilemma on how to use the ‘wants’ of the super-premium market and the ‘hows’ (attributes) to be met by her firm to compete in the volatile market.

Preconceptual Understanding and Before the Classroom Discussion

The participants were asked to read the following chapter given as mandatory reading at the end of the caselet to participate effectively and to enrich the learning outcomes:

  • • Jay Heizer, et al., “Chapter: Design of Goods and Services”, Operations Management, 9th Edition, Pearson Education, 2008

 

Case Positioning and Setting

This Caselet can be used in MBA/Executive MBA program for Operations Management course to illustrate the concept of ‘House of Quality’ concept and exemplify ‘Design of Goods and Services’.

Assignment Questions

  • I. What do you understand by Quality Function Deployment? How does it benefit in Product Development?
  • II. ..................

 

Suggested Orchestration

The classroom discussion and analysis for this caselet could be summarized and facilitated under two broad sections [Exhibit (TN)-I]............

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Abstract


This caselet helps to discuss the concept of "Quality Function Deployment" and its benefit in product development. The caselet revolves around the dilemmas of Maria Fernandez, a young entrepreneur, who had established a retail ice cream parlor Crème Home. After a long stint of more than 5 years with a popular ice cream parlor chain, on seeing the potential market growth, Maria Fernandez decided to establish her own ice cream parlor. Her cousins extended financial help for her venture. A good product decision is a must for any organization's existence. The product decision is to develop and implement a product strategy that meets the demand in the market. Maria Fernandez was in a dilemma on how to use the 'wants' of the super-premium market and the 'hows' (attributes) to be met by her firm to compete in the volatile market.



Pedagogical Objectives

  • To discuss and understand Quality Function Deployment and how does it benefit in Product Development
  • To discuss and debate on House of Quality
  • To understand and construct a House of Quality for Crème Home

Case Positioning and Setting

This caselet can be used for MBA, Executive MBA or Executive Development Programs to highlight the following course:

  • Operations Management course - Design of Goods and Services - To understand Quality Function Deployment and House of Quality; and to analyze how does it benefit in product development



This Case Pack Includes:
 - Abstract
- Caselet
- Teaching Note (**ONLY for Academicians)
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