The PlayBetter Golf Company has experienced a steady decline in sales of golf bags over the past five years. The basic golf bag design has not changed over that period, and PlayBetter€™s CEO, Jack Palmer, has decided that the time has come for a customer-focused overhaul of the product. Jack read about a new design method called QFD in one of his professional magazines (it was used to design golf balls), and he commissioned a customer survey to provide data for the design process. Customers considered the following requirements essential for any golf bag they would purchase and rated PlayBetter€™s bag (X) against two competitor bags (A and B) on those requirements.
Construct a house of quality for golf bags. Then write a brief report to Mr. Palmer recommending revisions to the current golf bag design and explaining how those recommendations weredetermined.

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Customer Requirements Competitive Assessment 1 23 45 Lightweight Comfortable carrying strap Stands upright Sturdy handle Easy to remove/replace clubs Easy to identify clubs Protects clubs Plenty of compartments Place for towel Place for scorecard/pencil Easy to clean Attractive B A BA B A