Product Definition Chapter 4 Product Definition Process Where

Product Definition Chapter 4

Product Definition Process Where are we in the market now? n Where do we want to go? n How big is the potential market? n What does the customer really want? n How feasible is technical development? n How do we get where we want to go? n What are the chances of success? n

Surveying the Customer n n n Very important! Match customer needs with product concept Quality product meets customer needs Identify segments of a population with similar needs Target marketing to that group

Defining Company Needs n n Increases scope of consumers Takes into account market analysis to take a broader look at potential customers Includes market sizes and trends Reviews competitive and regulatory environment Customer Market

Company Competencies Determine how to get ahead of competitors n Examine company using same level of objectivity used when viewing competitors n Examine core competencies/weaknesses n Capitalize on strengths n Customer Market Competition (Internal look)

Outside Competencies Examine strengths/weaknesses of competition n Identify resources of the competition n Study market shares of industry players n Customer Market Competition (Internal look) Competition (External look)

Completing Product Definition n n Consider the marketing mix of products, distribution networks, pricing structure, and overall economics Examine company issues with potential product- technologies, company fit, life cycle, differentiation Customer Market Competition (External look) Competition (Internal look) Final Company Issues Definition Complete!

Quality Function Deployment Process in which ‘voice of the customer’ is heard and deployed n Orderly, four-phase process: n ¨ Planning Yes, this guy again! ¨ Designing ¨ Constructing ¨ Consistently n constructing Distinguishes between customer attributes and technical characteristics

QFD Process Then itwith…. . links……… Begins The wants of the customer with Companies and assists with the planning process -Matrix format is essential to this process

Voice of the Customer Basic input required to begin QFD n Relative importance of each voice is measured by importance rating n Competitive evaluation of products or services permit company to observe how its products rate on a numerical scale n Customer complaints serve as an indication of dissatisfaction n

Technical Information Determine how company will respond to customer voice n Technical or design requirements placed on top of the matrix n Center of matrix records presence and strength of relationship between customer wants and technical requirements n Goals can be established for technical requirements n

Manufacturing Technical In short, QFD process…. planning chart portion of the development Proposed design comparison and synthesis of the best matrix Customer portion of the matrix 9 Easy Process Stepsplanning matrix Matrix analysis and selection of priority items development Determining voice of the customer Part planning matrix development Customer Surveys