1. Product Definition
Chapter 4
Paul King

2. 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?

3. 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

4. Defining Company Needs
Market analysis
Includes market sizes and trends
Review competitive and regulatory environment

5. 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

6. Outside Competencies Examine strengths/weaknesses of competition
Identify resources of the competition
Study market shares of the industry players

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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