Product Design and Customer Expectations

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Question Description

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).

Unformatted Attachment Preview

School of Business Graduate Discussion Board Participation Rubric The Discussion Board Requirement: ● ● ● 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: ● ● ● Score (0 points) ____ pts. 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. (8 points) (24 points) (40 points) Participation Guidelines (30%) will be measured on the following criteria: ● ● ● 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. (0 points) (6 points) (18 points) (30 points) ____ pts. Clarity and Organization of Writing (20%) of your post will be measured on the following criteria: ● ● ● 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) Criteria were not met at all. One criterion was met. Two criteria were met. Criteria were fully met. (0 points) (4 points) (12 points) (20 points) ____ pts. Professional and Netiquette (10%) in your post will be measured on the following criteria: ● ● ● Respect and consideration toward peers/instructors Appropriate language Professional use of abbreviations and acronyms spelled out the first time ● Criteria were not met at all. One criterion was met. Two criteria were met. Criteria were fully met. (0 points) (2 points) (6 points) (10 points) ____ pts. Total Points in percentage _____% Total points x (DQ post value) ( ___% x __ pts) ____ pts. 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  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 ?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 • 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 • • 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 • • Kawasaki, Guy. (2011). Tell a story and plant many seeds. Retrieved from • 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 • Quality Function Deployment Story 3: Quality Tool-House of Quality • ...
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School: University of Maryland



Title: Product Design and Customer Expectation
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Product Design and Customer Expectation
QFD has adverse benefits to the product design process and marketing strategy
development. One is that the marketing strategy department will rely on the customers’ feedback
to create products that align with their tastes and preferences. ...

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Good stuff. Would use again.

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