Somayeh Keshavarz - Master of Science in Industrial Management of Shahid Beheshti University; Iran
Hassan Farsijani - Associate Professor of Industrial Management Department, Shahid Beheshti University; Iran

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

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