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Unformatted text preview: Need Identification and Problem Definition S. Laguette ME 128 Fall 2007 October 5, 2007 10/5/07 ME128 1 Need Identification and Problem Definition Identifying Customer Needs Benchmarking Customer Requirements Product Design Specification 10/5/07 ME128 2 Identifying Customer Needs Who are my customers? What does the customer want? How can I provide it? 10/5/07 ME128 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? ME128 4 10/5/07 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 ME128 5 10/5/07 Identifying Customer Needs External customer one that purchases a product or service Internal customer management, manufacturing, sales, technical service, your instructor 10/5/07 ME128 6 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 Customer Market ME128 7 10/5/07 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 Market Customer Competition (Internal look) 8 10/5/07 ME128 Outside Competencies Examine strengths/weaknesses of competition Identify resources of the competition Study market shares of industry players Customer Market Competition (Internal look) ME128 Competition (External look) 9 10/5/07 Benchmarking Benchmarking should be viewed as a critical step in the Design Process Benchmarking is a method of comparing product or design characteristics with existing or state-of-the-art products or designs Leads to superior performance! Know your competitors! ME128 10 10/5/07 Benchmarking Select Product or Process Identify the key performance metrics Identify the best-in-class companies Compare the best-in-class with in-house performance metrics Specify the programs or actions to meet and exceed the competition ME128 11 10/5/07 Customer Requirements Customer requirements should be characterized by performance, time, cost and quality Value is the worth of the product or service 10/5/07 ME128 12 Customer Requirements Performance Features Reliability Durability Serviceability Conformance Aesthetics Perceived Quality ME128 13 10/5/07 Product Design Specification Quality Function Deployment (QFD) Product Design Specification (PDS) The PDS is the basic control and reference document for the design and manufacture of the product 10/5/07 ME128 14 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 Competition (External look) Customer Final Company Issues Market 10/5/07 Competition (Internal look) ME128 Definition Complete! 15 Quality Function Deployment Process in which `voice of the customer' is heard and deployed Orderly, four-phase process: Planning Designing Constructing Consistently constructing Yes, this guy again! Distinguishes between customer attributes and technical characteristics ME128 16 10/5/07 QFD Process Then links......... Beginsitwith..... The wants of the customer with Companies and assists with the planning process -Matrix format is essential to this process 10/5/07 ME128 17 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 ME128 18 10/5/07 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 ME128 19 10/5/07 10/5/07 ME128 20 Manufacturing planning chart development Technical In short, QFD process.... portion of the matrix Customer portion of the matrix Proposed design comparison and synthesis of the best 9 Easy Process planning Stepsmatrix development Part planning matrix development ME128 Matrix analysis and selection of priority items Determining voice of the customer 10/5/07 Customer Surveys 21 Product Design Specification Establishes the customer wants and needs so that the design concepts may be established Prioritizes customer needs Is evolutionary and will change as the design progresses Finalizes what is intended to manufactured and marketed ME128 22 10/5/07 Product Design Specification Product title Purpose or function the product is to perform Features Competition Intended market Why is there a need for this product Performance Requirements Life-cycle Human Factors Social, Political, Legal, and Ethical Issues ME128 23 10/5/07 ...
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