What is Advanced Product Quality Planning (APQP)? A Comprehensive Guide

Ossian Muscad
March 7, 2022
5:59 pm
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Last Updated on March 5, 2024 by Ossian Muscad

Customer satisfaction is always at the top of every business priority list. It’s essential to ensure that the customer is happy with your products or services. However, complex products and supply chains can potentially present possibilities for failure, especially when launching a new product. This unfortunate situation can lead to customer dissatisfaction and negative reviews, ultimately hurting the business’s reputation.

Fortunately, there’s a solution to these issues: Advanced Product Quality Planning — better known by its abbreviation, APQP. This system is designed to help businesses plan and implement a product’s design and production process in a structured, comprehensive manner, with the ultimate goal of achieving customer satisfaction. So, what exactly is APQP, and how does it work? This article will talk about Advanced Product Quality Planning and why businesses need to implement it.

What is APQP?

Advanced Product Quality Planning (APQP) is a framework designed to shepherd businesses through the complex task of developing and launching new products efficiently and effectively. Originating from a need to standardize and improve quality across the automotive industry, APQP has since evolved into a widely used approach in various industries, aiming to ensure that new products meet or exceed customer expectations regarding quality.

This structured approach begins with the identification of customer needs and does not conclude until feedback from the end-user is obtained and analyzed. By focusing on the key aspects of quality planning and control, APQP aims to minimize the risk of product failure, thereby ensuring customer satisfaction and fostering loyalty. This process is not only about preventing faults but also about proactively enhancing product quality.

The significance of APQP has grown since its inception, with most forward-thinking companies now firmly embedding this framework into their product development processes. Initially referred to as Advanced Quality Planning (AQP), APQP has been instrumental in helping companies focus on meeting customer expectations through detailed planning and execution stages.

By employing the Advanced Product Quality Planning handbook, businesses are equipped with guidelines that pave the way for the creation of innovative and quality products. This goes beyond just meeting basic requirements; it plays a critical role in identifying both incidental and intentional changes early on, which could potentially lead to significant innovations. Proper management of the APQP process is crucial, as failure to do so can result in product failure and, consequently, customer dissatisfaction — the very outcome APQP seeks to avoid.

Brief History of APQP

The origins of Advanced Product Quality Planning (APQP) trace back to the late 1980s, specifically within the automotive industry. During this pivotal time, major Original Equipment Manufacturers (OEMs) such as General Motors, Ford, and Chrysler acknowledged the crucial role of supply chains in the automotive manufacturing process. Recognizing the importance of meeting consumer expectations, these automotive giants spearheaded the development of APQP programs.

Their objective was clear: to establish a uniform set of product quality-planning principles that their suppliers could follow. This initiative marked a significant shift towards fostering a collaborative environment where component suppliers were viewed not just as vendors but as vital partners in achieving comprehensive quality requirements.

In the early ’90s, the success seen from the initial adoption of APQP in the automotive sector led to the establishment of standardized guidelines. These guidelines were aimed at enhancing compliance with the previously informal APQP protocols, ensuring a more systematic and uniform approach to quality planning across the supply chain.

The adaptation of these standardized guidelines marked a critical phase in the APQP process, facilitating its broader acceptance and implementation. Since then, the APQP framework has not only maintained its momentum within the automotive industry but has also attracted attention from manufacturers across various sectors. This expansion beyond its original automotive roots signifies APQP’s versatility and effectiveness in supporting quality product development and fostering customer satisfaction in diverse manufacturing environments.

When is the Ideal Time to Start an APQP Process?

Prior to starting the APQP process, manufacturers need to conduct a feasibility assessment. Regardless of an existing relationship, ensuring future customer success is essential. Key considerations in sourcing decisions include the following:

Technical Capability: Assessing the readiness of technical resources, expertise, and tools required for the APQP process.
Production Capacity: Evaluating the ability to meet production demands and timelines during the APQP process.
Supply Chain: Analyzing the stability and efficiency of the supply chain to support the APQP process.
Quality Capability: Ensuring the quality standards and processes align with APQP requirements.
Financial Viability: Reviewing the financial resources and investments needed for successful APQP implementation.
Timing and Lead Time: Determining the optimal timing and lead time for each phase of the APQP process.
Customer Relationship: Understanding customer expectations and requirements to enhance APQP outcomes.
Risk Level: Identifying and mitigating risks associated with the APQP process to ensure successful outcomes.

Why Implement APQP?

Implementing Advanced Product Quality Planning (APQP) provides a structured path toward achieving product excellence and customer delight. It empowers organizations to deliver high-quality products by minimizing the risk of product failures, reducing development time, and streamlining processes. Here are some key reasons why businesses should consider implementing APQP:

Synchronized Quality Standards

One of the most essential benefits is establishing a common language for quality across the organization — from engineers to production workers. This way, everyone is on the same page regarding quality assurance. Additionally, it provides a framework for measuring progress and quality. This is important because it allows businesses to track their progress, identify potential problems early on, and make necessary changes.

Prevent Costly Reworks

Another benefit of APQP is that it helps businesses avoid rework. Rework can be costly, not just in terms of money but also in time. Using APQP, businesses can prevent rework by identifying and addressing potential problems early on. This saves time and money and results in a better product. At the same time, it also enhances customer satisfaction, as they receive a product that meets their expectations.

Keep Up with the Competition

Last but not least, APQP helps businesses become more competitive. To stay competitive, companies need to innovate and produce new products continuously. Using APQP, businesses can ensure that their products are of the highest quality and meet customer expectations. This approach not only helps businesses stay competitive but also ensures customer satisfaction. By staying ahead of the competition, businesses can secure a loyal customer base and maintain a competitive edge in the market.

The 5 Phases of APQP

Advanced Product Quality Planning is a framework that has five phases that guide businesses through the product development process. Understanding and following these five phases can help organizations achieve their quality goals and stay ahead of the competition. The following sections provide thorough insights into each of the five phases:

Phase I: Product Planning and Quality Program Definition

In the initial phase of the Advanced Product Quality Planning (APQP)process, teams lay the groundwork for what will define the rest of the project’s developmental course. This foundational stage involves a meticulous definition of objectives, project scope, and the schedule that will guide all subsequent actions.

A primary focus during this phase is the identification of customer needs and expectations. Efforts are concentrated on gathering detailed information to understand these requirements fully, which then informs the determination of product characteristics that align with customer desires. Establishing clear quality goals is another critical activity, along with setting a realistic project timeline that accommodates comprehensive development and testing.

A preemptive risk assessment is also conducted to identify and strategize against potential obstacles that could impede project success. This phase makes it crucial to define the product design clearly, enumerate reliability and quality goals, and draft a Bill of Materials (BOM). Early plans for the product manufacturing process are developed, highlighting special product characteristics and ensuring a robust product assurance plan is in place. This all-encompassing preparatory work requires strong management support to ensure a cohesive approach to meeting the defined product quality and reliability objectives.

Phase II: Product Design & Development

In Phase II of the Advanced Product Quality Planning (APQP) process, the emphasis shifts to the tangible aspects of product design and development, closely aligned with the customer requirements identified in the planning phase. This crucial stage involves a series of iterative steps, including the creation and rigorous testing of prototypes, thorough reviews of design documents and specifications, and a comprehensive validation of the product design.

The primary goal during this phase is to ensure that the resulting product design not only meets but also exceeds customer needs and expectations. This is achieved through a proactive approach to identifying and mitigating potential design failures, optimizing the product for manufacturing and assembly, and confirming that all aspects of the design are feasible and supported by the necessary resources and management buy-in. Key outputs of Phase II include the following:

Design Failure Mode Effect Analysis (DFMEA): A systematic approach to identifying and addressing potential design failures.
FMEA Monitoring and System Response (MSR): Employed if applicable or necessary, it focuses on monitoring and responding to potential failure modes identified during DFMEA.
Design for Manufacturing and Assembly (DFMA): Considerations to ensure the product is designed for cost-effective manufacturing and easy assembly.
Design Review and Verification: Formal assessment processes to validate the design against specifications and customer requirements.
Prototype Control Plan: A detailed plan outlining the control measures for managing prototypes.
Engineering Drawings and Specifications: Comprehensive documents detailing the engineering aspects and specifications of the product.
Defined Material Specifications: Clear specifications for all materials required for the product, ensuring their quality and suitability.
Equipment, Tooling, Gauging/Testing, and Other Facility Requirements: Identification and specification of all necessary production and testing equipment, tooling, and facilities.
Finalized Special Characteristics: Specification of any special characteristics of the product that are critical for its performance and quality.
Team Feasibility Commitment and Management Support: A formal declaration from the team and management affirming the feasibility of the product design and their support for moving forward with the development process.

Phase III: Process Design & Development

With a finalized product design, Phase III of the Advanced Product Quality Planning (APQP) shifts focus toward the Process Design and Development stage. Here, the primary objective is to establish and refine the manufacturing process that will bring the product design to life in the most efficient, quality-assured way possible. This phase is critical for defining the series of steps, or the flow, that will be used to manufacture the product at scale while maintaining the highest standards of quality. It involves the meticulous development of process flow charts, detailed process instructions, and comprehensive quality control plans.

To validate the efficacy and efficiency of the designed manufacturing process, rigorous process validation activities are conducted, ensuring that the production system is capable of consistently meeting the product’s quality specifications. The ultimate goal of this phase is to ensure seamless integration between product design and manufacturing capabilities, paving the way for smooth, efficient production operations that uphold quality standards. Key deliverables in this phase include:

Packaging Standards/Specifications: Defined requirements for packaging to ensure product protection and compliance with shipping regulations.
Product and Process Quality System Review: Comprehensive review to ensure the product and process adhere to defined quality systems and standards.
A Fully Defined Process Flow Chart: A visual representation outlining each step involved in the manufacturing process.
Production Floor Plan Layout: Detailed layout of the production floor, optimizing space for efficient workflow and safety.
Characteristics Matrix: Documentation of product characteristics and corresponding process operations to ensure quality.
Process FMEA (Failure Mode and Effects Analysis): Analysis aimed at identifying potential failures in the manufacturing process and their impacts, with strategies for their mitigation.
Pre-launch Control Plan: A temporary but detailed plan for quality control during the initial production phase.
Work Instructions: Step-by-step guidelines for the workforce to follow during the manufacturing process, ensuring consistency and quality.
Measurement Systems Analysis Plan: A plan to assess the accuracy and reliability of the measurement systems used in production.
Preliminary Process Capability Study: An initial study to evaluate the process capability in meeting product specifications.
Management Support (Staffing and Training Plan): Ensures adequate staffing levels and training plans are in place to support the manufacturing process, emphasizing management’s commitment to the project.

Phase IV: Product Feedback and Corrective Action

In Phase IV, the goal is to meticulously validate both the product and the manufacturing processes to ensure they meet stringent quality and performance standards. This is achieved through rigorous product and process validation tests. Feedback from these tests is instrumental in identifying any discrepancies or areas for improvement, allowing the team to make necessary corrections and enhancements. This phase is pivotal for mitigating risks associated with product recalls and customer dissatisfaction.

A crucial step in this phase is obtaining customer sign-off, which is based on the evaluation of product samples and documented evidence that demonstrates the manufacturing process’s capability and reliability. Such sign-off confirms the chosen manufacturing approach’s effectiveness. Adjustments and refinements are carried out as needed, based on the feedback, before moving forward to full-scale production. This careful and thorough approach ensures any potential issues are addressed proactively, safeguarding against future problems. Key steps to include in this phase are:

A Significant Production Run: To test the manufacturing process under real production conditions.
Measurement System Evaluation: To ensure the accuracy and reliability of the measurement tools and processes used.
Preliminary Process Capability Study: An early assessment to verify if the process can consistently produce products that meet specifications.
Production Part Approval: Official approval of the production parts based on their conformance to the specified requirements.
Packaging Evaluation: To ensure the chosen packaging meets all requirements for protection and compliance.
Control Plan: A detailed plan outlining the measures for controlling and maintaining quality throughout the production lifecycle.
Quality Planning Sign-off: Formal approval of the quality planning process, confirming that all quality standards and objectives are achievable.
Management Support: Confirmation of ongoing management support, ensuring the availability of resources and commitment to the project.

Phase V: Launch

The final phase of the Advanced Product Quality Planning (APQP) process is the product launch, a critical moment when the product transitions into full-scale production and officially enters the market. This phase is not merely about the realization of production goals but also about the vigilant monitoring of the product once it is in the hands of the customers. The project team’s efforts continue as they gather and analyze customer feedback, closely observing the product’s performance against the quality objectives set forth at the project’s initiation.

Any issues emerging post-launch are swiftly identified and rectified through timely corrective actions, underscoring the commitment to continuous improvement and unwavering customer satisfaction. This phase is pivotal for cementing the product’s reputation in the market by ensuring it meets or exceeds customer expectations. The launch phase is characterized by a meticulous focus on process evaluation and enhancement, aiming to solidify the foundation laid during the previous stages. Key outcomes expected from this phase include:

Reducing Process Variations: Implementing measures to ensure manufacturing processes are as consistent as possible, minimizing variability and enhancing product quality.
Improved Customer Satisfaction: Through quality products and responsive post-market support, achieving higher levels of customer satisfaction becomes a primary focus.
Improved Delivery and Service: Ensuring that the end-to-end process, from production to delivery and after-sales support, is optimized for speed, efficiency, and customer convenience.
Effective Use of Lessons Learned and Best Practices: Applying insights gained from the current project to future projects, continuously improving processes and product quality based on real-world experiences and customer feedback.

Why is APQP Important?

As you may already know, APQP is quite a big deal in the business world. It’s important because it helps businesses produce products that meet customer expectations in terms of quality. If you’re an OEM that’s dealing with multiple suppliers and their sub-tier suppliers, APQP provides the following:

Product conformity across the board.
Faster product time to market.
Elimination of customer-facing quality issues and returns.
Reduced number of engineering changes post-launch, thus faster time to market for said changes.
Able to hold suppliers accountable with clear expectations upfront.
Mitigates supplier manufacturing process failures (reducing scrap/rework).
Visibility into supplier process capability and potential improvement areas.
Supplier performance measurement over the product life cycle.
Compliance with customer requirements (and any regulatory agencies).

If you’re an OEM supplier, your customers are likely already mandating that you have an APQP in place—and if you don’t, they will be soon.

Frequently Asked Questions (FAQs)

Q1: What is the primary goal of APQP?

The primary goal of APQP is to facilitate the conception of products that satisfy customer expectations through proactive planning and preventive measures throughout the product development and production phases. It aims to ensure product quality, reliability, and safety while decreasing the potential for errors and enhancing customer satisfaction.

Q2: Who should be involved in the APQP process?

APQP requires a cross-functional team approach involving individuals from diverse departments, including engineering, quality, production, procurement, sales, and even customers when possible. This collaborative effort ensures that all aspects of product quality and production readiness are considered from multiple perspectives.

Q3: How does APQP impact the cost of production?

Initially, APQP may increase the upfront costs due to thorough planning, testing, and analysis. However, over time, it significantly reduces costs by minimizing waste, avoiding costly recalls, decreasing the need for rework, and ensuring a smoother, more efficient production process.

Q4: Can APQP be used for services, or is it limited to physical products?

While APQP was initially developed for the automotive industry and its tangible products, the principles and structured approach of APQP can be adapted and applied to the development and delivery of services. Businesses in the service industry can benefit from the foresight, improved process quality, and customer satisfaction the methodology offers.

Q5: How does APQP differ from other quality planning methodologies?

APQP is unique in its comprehensive, phased approach that spans from concept through to product launch and beyond. Unlike other methodologies that might focus solely on the production phase or quality control, APQP emphasizes early planning, continuous improvement, and cross-functional collaboration throughout the entire product lifecycle.

Q6: What happens if a phase in the APQP process is skipped or not fully executed?

Skipping or inadequately executing any phase of APQP can have significant adverse effects on the final product quality, lead to increased costs, and potentially result in project delays. Each phase is designed to build upon the previous, ensuring that risks are identified and mitigated early. Failure to fully engage in each step undermines the process’s preventative nature, increasing the likelihood of post-market issues and customer dissatisfaction.

Manage APQP with DATAMYTE

DATAMYTE is a quality management platform with low-code capabilities. Our Digital Clipboard, in particular, is a low-code workflow automation software that features a workflow, checklist, and smart form builder. This tool lets you easily manage APQP by creating, executing, and managing your APQP process all in one place. With DATAMYTE’s Digital Clipboard, you can streamline and standardize your APQP processes, ensuring consistency and quality across all product lines.

DATAMYTE also lets you conduct layered process audits, a high-frequency evaluation of critical process steps, focusing on areas with the highest failure risk or non-compliance. Conducting LPA with DATAMYTE lets you effectively identify and correct potential defects before they become major quality issues.

With DATAMYTE, you have an all-in-one solution for managing APQP and continuously improving your quality processes. Get started with DATAMYTE today and see how we can help optimize your APQP process. Book a demo now to learn more.

Conclusion

The Advanced Product Quality Planning (APQP) process serves as a foundational element in the quest for manufacturing excellence and customer satisfaction. By implementing this strategic approach, organizations can ensure the production of high-quality products that meet both customer expectations and regulatory requirements.

The emphasis on early planning, cross-functional team involvement, and continuous improvement throughout the product lifecycle not only enhances product reliability and safety but also optimizes operational efficiency and reduces costs. Whether you’re in the automotive industry, manufacturing, or service delivery, adopting APQP can significantly elevate your quality planning processes, paving the way for superior product development and a competitive market advantage.