Product Design and Customer Expectations Product Design and Customer Expectations The importance of creating a comprehensive strategy for new product deve
Product Design and Customer Expectations Product Design and Customer Expectations
The importance of creating a comprehensive strategy for new product development in your multinational company cannot be overstated. Research and development is costly and the ramifications of bad decision making in new product development can be disastrous to your bottom line.
In Q2, you will be designing a brand for each target segment that you and your team have selected using market research. Understanding customer preferences, which is at the heart of the market research will be key to creating products that will sell to your target markets. This week you will be completing of the Microsimulation of Product Design – The QFD technique, and learning about the 5 fitnesses in your seminar to help you gain additional knowledge about customer expectations.
For this Discussion, you will be:
Main Response
Presenting a summary of the importance of QFD to both your product design process and your marketing strategy development. Use your readings/videos from this week plus at least 2 other scholarly sources.
Selecting at least one product line from the simulation (Recreation, Mountain, Speed) and completing a QFD. You can use the model from the simulation, information from the readings, the YouTube video, or another source you uncover in your research.
Adding to the QFD the Fitness to Latent Requirement-Fitness #4, and Fitness to Society #5A due to the fact that QFD looks at current needs,
Providing detail on how you determined customer needs both for the QFD and for the fitness additions
Seeking feedback from your peers on areas that you would like to see strengthened in your approach.
As part of the initial response, provide the QFD work you completed. You may either paste this information into the Discussion area or create an attachment (i.e., word doc or PowerPoint). School of Business
Graduate Discussion Board Participation Rubric
The Discussion Board Requirement:
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Students are to post a minimum of three times per Discussion topic. One initial response
and two replies to their classmates.
Posting on a minimum of 3 different days (e.g., Wednesday, Friday, and Monday).
The first response to the Discussion topic must be made by Saturday, 11:59 p.m.
ET.
Quality (40%) of your post will be measured on the following criteria:
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All assigned Discussion topics were answered completely
Posts were on topic and unique in content
All posts demonstrated knowledge of the topic with adequate
rationale and support provided
No quality criteria One criterion was Two criteria were Criteria were fully
were met.
met.
met.
met.
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(24 points)
(40 points)
Participation Guidelines (30%) will be measured on the following criteria:
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Initial post no later than Saturday, 11:59 p.m. ET
Posts made to each Discussion topic on at least 3 different days
The original post to be no less than 100 words
No participation
criteria met.
One criterion was
met.
Two criteria were
met.
Criteria were fully
met.
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(6 points)
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(30 points)
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Clarity and Organization of Writing (20%) of your post will be measured on
the following criteria:
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Posts were presented in an organized and logical argument
composed of a minimum of two complete paragraphs
No spelling or grammatical errors
References were used and cited properly (according to APA)
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met.
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Professional and Netiquette (10%) in your post will be measured on the
following criteria:
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Respect and consideration toward peers/instructors
Appropriate language
Professional use of abbreviations and acronyms spelled out the first
time
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One criterion was
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Total Points in
percentage
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Total points x (DQ
post value)
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GB 601-Unit 2
Seminar
Dr. Ilene Ringler
Developing Products to Meet and Exceed
Customer Expectations
Purdue University Global | This is Where the Title of the Presentation Will Go
Agenda
Discuss the challenges associated with achieving
competitive dominance in the marketplace
simulation
Learn about
The 5 Fitnesses of Total Quality
Quality Function Deployment (QFD)
Discuss How You Can Use This Information In Your
Simulation Company
Purdue University Global | Seminar
Your Challenges
• You have now been working in/on the
simulation for over a week, competing
with other teams for market dominance.
What are they key lessons that you have
been learning about growing your
company?
Purdue University Global | Seminar
Competitive strategy is about being different in a
way that customers value
It answers the question, Why should our customers buy our
product (or service) and not those of our competitors?
From The Marketplace Presentation In Course Documents
“Value is the net difference between what a customer
pays for a product and the benefits received”
For example-lets brainstorm, put your comments in the chat
area
List all of the features that you like about your phone
Why do you like these features? What is the benefit to you?
Do any of the features cause you problems or cost you money?
Ultimately, what is the real reason that you have a cell phone? What is its value to
you?
Purdue University Global | Seminar
5 Fitnesses-One Road To
Differentiation
Based on the Principles of Total Quality
https://www.youtube.com/watch?v=LKTZJ0LmM5Q
Walter A. Shewhart
W. Edwards Deming
Joseph M. Juran
Phil Crosby
How many of you have had experience with Total
Quality Programs in your organization?
What was your impression of them and their impact
on productivity and profit?
Purdue University Global | Seminar
5 Fitnesses- A Cumulative Process
First 4 were developed during the 20th Century
• FITNESS FOR STANDARD/SPECIFICATION – DOES IT DO
WHAT THE SPECIFICATIONS SAY IT DOES?
• FITNESS FOR USE- FULFILLS FITNESS #1 BUT ALSO
SATISFIES THE CUSTOMER NEED FOR USE
• FITNESS FOR MARKET/COST – Must achieve low cost as
well as 1 & 2
• FITNESS FOR LATENT REQUIRMENTS
✓Uncovering latent requirements
✓Need continuous innovation
• A 5TH FITNESS WAS ADDED- FITNESS FOR SOCIETY BY
JAPANESE LEADERS
Purdue University Global | Seminar
Fitness for Standard or
Specification
Measures if the product or service does what it is
designed to do.
For Example
the amount of light delivered by a 60 watt light
bulb. If the bulb delivers 50 watts it does not
conform to specifications.
In your simulation teams, you are developing new
products to gain market share. How do/will you
ensure that your products will meet fitness to
standard?
Purdue University Global | Seminar
Fitness For Use
• Customers should be able to count on using this product for the reason they originally
purchased it meaning that customers or users of a product should be able to count on
it for what they needed it for.
• Example• “My favorite, although somewhat extreme, example of this is the Japanese dish washing
machine manufacturer who noted a high concentration of field failures in a particular
geographical area. Further investigation showed that local potato farmers were using the
washing machines to wash their crop of newly harvested potatoes. When challenged by the
field engineers with ‘You can’t use them for that,’ the farmers responded ‘Show us where it
says that in the manual.’ “ (Schneiderman, 2006, para 4)
• This example can be looked at in a different way though, as customers come up with
new ways of using products than what has included in the original design.
• Can you think of any personal examples of this in your life?
• Have you seen any industry examples of this?
Purdue University Global | Seminar
Fitness for Cost
Selling the product or service at the price the customer
wants to pay
Remember our brainstorming from earlier, it applies here!
Kawasaki, Guy. (2011). Tell a story and plant many
seeds. Retrieved from
http://ecorner.stanford.edu/authorMaterialInfo.html
?mid=2674
What are the advantages of having low cost be your
primary sales strategy?
What are the disadvantages of selling primarily on cost?
What are alternatives to selling on price alone?
Purdue University Global | Seminar
Fitness for Latent Requirements or Needs
“Also known as latent needs, these are issues and problems that
customers face but have not yet realised. When hidden needs
are addressed by product or service design, customers are both
surprised and delighted” (Financial Times, n.d., para 1).
▪ A few methods
▪ Customers creating the need by finding different uses
▪ You as a company identifying the target customer base and then
convincing them they cannot live without this product
▪ Examples
▪ Velcro
▪ Post-it notes
▪ ? What others can you think of?
▪ Using your readings and other information from past classes,
what methods do you recommend to identify the latent needs?
▪ How would you do this in your simulation company if given the
opportunity?
Purdue University Global | Seminar
Fitness to Society
“Today we hear thought leaders in Japan talking about
‘fitness for the environment’ and ‘fitness for future
generations’. Here, the product and market merge and
are expanded in both time and space. Out of this is
emerging a 5th fitness or quality dimension: fitness for
society” (Schneiderman, 2006, para 6).
Your business simulation, Conscious Capitalism is an
example of a company who is dedicating efforts and
resources to fulfill this Fitness for Society. Can you
give some examples of how this would be happening
in your simulation company?
Can you think of any examples of companies who are
practicing these principles now? How are they doing
from a financial perspective?
Purdue University Global | Seminar
The 5 Fitnesses and Your Company
• The 5 fitnesses are cumulative
• Leadership commitment is required to fully implement them into
the company
• They can be costly to implement but can also be profitable
• In looking at completing the growth strategy plan for your
company and incorporating it into your Report to the Board, how
would to implement these concepts if the simulation allowed for
this??
Purdue University Global | Seminar
Voice of the Customer
• A method to use the data captured by gaining customer feedback,
also known as Voice of the Customer (VOC)- How to Improve
Customer Experience (CX): Voice of Customer https://www.youtube.com/watch?v=6y6pQahMvCg
• What elements of this process have you seen in your company?
• What elements of this process have you been a part of as a
customer?
• How would this be helpful to you in completing the 5 Fitnesses?
• How does the video viewing for this week, Greiner, M. ( ©
2010). Look at customer needs to set strategy provide additional
information on this topic?
• How does the simulation give you the opportunity to do this now?
Purdue University Global | Seminar
QFD- Quality Function
Deployment
• Quality Function Deployment Story 3: Quality ToolHouse of Quality
• https://www.youtube.com/watch?v=5A1tCjUtFjo
• How do the concepts related to VOC translate into
the QFD?
• At what stage(s) of the 5 fitnesses would you use
QFD? Why?
• If given the opportunity, how would you use this in
your simulation?
Purdue University Global | Seminar
Integration
• How do the concepts of 5 Fitnesses, VOC, and QFD
combine to create a better process for product
development?
• What opportunities does the simulation give you
now to help you integrate these concepts into your
work?
Purdue University Global | Seminar
Questions/Comments?
Purdue University Global | Seminar
• Based on the Principles of Total Quality
• https://www.youtube.com/watch?v=LKTZJ0LmM5Q
• Kawasaki, Guy. (2011). Tell a story and plant many seeds. Retrieved
from http://ecorner.stanford.edu/authorMaterialInfo.html?mid=2674
• A method to use the data captured by gaining customer feedback, also known as Voice of the
Customer (VOC)- How to Improve Customer Experience (CX): Voice of Customer https://www.youtube.com/watch?v=6y6pQahMvCg
• Quality Function Deployment Story 3: Quality Tool-House of Quality
• https://www.youtube.com/watch?v=5A1tCjUtFjo
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