H. Farsijani - Department of Industrial Management, Shahid Beheshti University, Iran
M. Shafiei Nikabadi - Department of Industrial Management, Semnan University, Iran
S. Keshavarz Dastak - Department of Industrial Management, Semnan University, Iran

In the competitive economy of today, those companies are to succeed that can design efficiently and produce productions that would be preferred by its customers over those of their competitors and Those companies which desire to find for their performance a position in world-class should have the capability to quickly, efficiently and effectively respond to changes in global markets. So plans must be come up with which may satisfy customers’ needs and lead to highquality products that can compete with other companies. This paper aims at developing the way we can use QFD(quality function deployment) and VA(value analysis) tools both theoretically and in case study. Out of Iranian cars, Pride was chosen because of quality drawbacks it suffers from and then the combining process of QFDVA was applied to its bodywork. Finally, the research hypothesis was analyzed by developing and distributing a questionnaire. SPSS software was used for analyzing the data. Combining QFD and VA in product design obviated one of the executive problems in QFD, i.e., inability of the latter in recognizing all customer needs. The optimal value of the features of product design can be assessed by using the above-mentioned tools. Assessment of these features provides for allocating resources optimally to the recognized functions. One other finding of the research is that using QFDVA in new product design (NPD) improves the competitive status of the company in relation to its competitors in global market through improving designing and, consequently, decreasing the cost, increasing the quality and boosting sales. This paper provides some information for car industry and has some implications for defeating the competitors in the competition ridden market of today.

Quality Function Deployment, Value Analysis, Combined QFDVA, World-Class