Product Definition

1
Product Definition

• Chapter 4

2
(No Transcript)
3
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?

4
Surveying the Customer

• 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

5
Defining Company Needs

• 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

Market
Customer
6
Company Competencies

• Determine how to get ahead of competitors
• Examine company using same level of objectivity
  used when viewing competitors
• Examine core competencies/weaknesses
• Capitalize on strengths

Competition (Internal look)
Customer
Market
7
Outside Competencies

• Examine strengths/weaknesses of competition
• Identify resources of the competition
• Study market shares of industry players

Competition (External look)
Competition (Internal look)
Customer
Market
8
Completing Product Definition

• 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

Final Company Issues
Competition (External look)
Customer
Competition (Internal look)
Market
Definition Complete!
9
Quality Function Deployment

• Process in which voice of the customer is
• heard and deployed
• Orderly, four-phase process
• Planning
• Designing
• Constructing
• Consistently constructing
• Distinguishes between customer attributes and
  technical characteristics

Yes, this guy again!
10
QFD Process
Then it links
Begins with..
The wants of the customer
with
Companies
and assists with the planning process -Matrix
format is essential to this process
11
Voice of the Customer

• Basic input required to begin QFD
• Relative importance of each voice is measured by
  importance rating
• 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

12
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 can be established for technical
  requirements

13
(No Transcript)
14
In short, QFD process.
Manufacturing planning chart development
Technical portion of the matrix
Customer portion of the matrix
Matrix analysis and selection of priority items
Proposed design comparison and synthesis of the
best
9 Easy Steps
Process planning matrix development
Determining voice of the customer
Part planning matrix development
Customer Surveys
15
(No Transcript)