Fishbone Diagram (Cause & Effect/Fishbone Diagram)
The characteristics of a problem are always affected by some factors, we find out these factors through brainstorming and organize them together with the characteristic values according to the correlation to form a hierarchical, clear and labeled important factors. The graphical representation of these factors is called a characteristic factorization chart. Because of its shape like a fish bone, so it is also called the fish bone diagram (hereinafter referred to as the fish bone diagram), which is a kind of analytical method to see the essence through the phenomenon. At the same time, the fishbone diagram is also used in production, used to visualize the process of the production plant.
Brain Storming (Brain Storming - BS): a meeting method to find out all the causes or constituent elements of a problem from different angles by brainstorming and utilizing the wisdom of the group.BS has four major principles: strict prohibition of criticism, freewheeling, more is better, and hitchhiking.
The Fishbone Diagram is also known as the Cause and Effect Analysis Diagram or the Ishikawa Diagram (named after Kaoru Ishikawa, the man who first proposed the tool). It looks somewhat like a fishbone, with the problem or defect (i.e., the consequence) labeled outside the "head" of the fish. On top of the fishbone are spines, which list the possible causes of production problems in terms of how likely they are to occur. The fishbone diagram helps to illustrate how the causes interact with each other. It also shows how the possible causes appear in sequence over time. This helps to start solving the problem.
Fishbone diagram analysis is a method often used by consultants to conduct cause-and-effect analyses, and is characterized by its simplicity, practicality, and intuitive nature. Now a refinery situation as an example, the use of fishbone diagram analysis of its marketing problems to analyze, "fish head" indicates the need to solve the problem, that is, the refinery's products in the market share is small. According to the on-site investigation, the causes of the refinery's marketing problems can be summarized into five categories. Namely, people, channels, advertising, competition and others. Included in each category are a number of possible factors contributing to these causes, such as low number of marketing personnel, few points of sale, lack of promotional strategies, imported oil advertising campaigns, etc. Each of the five categories of causes and their associated factors are expanded in a fishbone distribution pattern to form a fishbone analysis diagram. The next step is to identify the main causes of the problem, which can be done by calculating the proportion of each cause or related factor in the process of generating the problem, expressed as a percentage, based on the data from the field survey. For example, it is found that "small number of marketing staff" accounts for 35% of the problem, "poor advertising" 18%, "small packages" 25%, and all three account for 25% of the problem. 25%, the three accounted for 78% of the problem and can be considered as the main reason for the refinery's low market share. Improvements that address these three factors could solve 78% of the problem. The eucalyptus example also reflects the "20:80 principle", that is, according to the rule of thumb, 20% of the causes tend to produce 80% of the problem, if due to the conditions, can not solve 100% of the problem, as long as to grasp the causes of 20% of the total, you can achieve 80% of the problem solving results.