Product Definition Chapter 4 Paul King
Product Definition Process Where are we in the market now? Where do we want to go? How big is the potential market? What does the customer really want? How feasible is technical development? How do we get where we want to go? What are the chances of success?
Surveying the Customer 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 Market analysis Includes market sizes and trends Review competitive and regulatory environment
Company Competencies Choose a plan to beat the competition Examine company with same level of objectivity used when viewing competitors Examine core competencies/weaknesses Capitalize on strengths
Outside Competencies Examine strengths/weaknesses of competition Identify resources of the competition Study market shares of the industry players
Completing Product Definition Consider the marketing mix of products, distribution networks, pricing structure, and overall economics Examine how current technology matches potential product Determine how product life cycle affects plans
Quality Function Deployment ‘Voice of the customer’ is heard and deployed Orderly, four-phase process: planning, design, construction, and consistent construction Distinguishes between customer attributes and technical characteristics
QFD Process Begins with wants of the customer Link company with customers and assist in planning processes Matrix format captures issues vital to the planning process
Voice of the Customer Basic input required to begin QFD Importance rating measures relative importance of each voice Competitive evaluation of products or services permit company to observe how its products rate on a numerical scale Customer complaints serve as an indication of dissatisfaction
Technical Information Determine how company will respond to customer voice Technical or design requirements placed on top of the matrix Center of matrix records presence and strength of relationship between customer wants and technical requirements Goals may be established for technical requirements
Overview of QFD Process Determining voice of the customer Customer surveys for importance ratings and competitive evaluation Developing the customer portion of the matrix Developing the technical portion of the matrix Analyzing the matrix and choosing priority items
Overview of QFD Process (cont.) Comparing proposed design concepts and synthesizing the best Developing a part planning matrix for priority design requirements Developing a process planning matrix for priority process requirements Developing a manufacturing planning chart