Integration of conjoint analysis and QFD for new product development in manufacturing small and medium enterprises (case study: A food company)

Abstract

Basically, small and medium enterprises (SMEs) in Indonesia are weak in innovating product development in accordance with customer's needs, making it difficult for SMEs to penetrate the market. This paper discusses the application of integration between Conjoint Analysis and QFD in the development of a new product from SME. The research was conducted at a medium-sized company, which produces a variety of "dimsum" frozen food products. Finally, the integration of the two provides a double benefit in the research and development stage of the manufacturing SME so that a new product that is developed can really be realized. The final design results obtained two new product segments according to its target market, namely for the economic and premium segments.