The basic golf bag design has not changed over that period, and Play Better”s CEO, Jack Palmer, has…

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The basic golf bag design has not changed over that period, and Play Better”s CEO, Jack Palmer, has…

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 Play Better”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.

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