Enhancement of competitiveness for compact car production

Abstract

Established an efficient strategy and method for an automobile company in order to enhance the competitiveness for the compact car production in high competitive market. Presently, surveys, qualitative research and quantitative research are the broadern-accepted tools to find out the customer's needs. However, the automobile company still can not reach their goal to develop their product to meet their customer's requirements by using these particular tools. Therefore, the initial process, building success in developing product, is to establish an efficient strategy and method that be able to find out what the customer really needs. The research started with the analysis of finding the appropriate strategic approach or method in order to apply to enhance the competitiveness for the compact car production. In order to solve this problem, the Kano model can help to define the level of customer's desire in each product feature. However, the problem also comes when using the original Kano model, the customers definitely choose all adding product features without thinking about any increasing cost. Therefore, in order to solve this problems and improve the method to be more effective, the Kano model needs to be modifined by adding price factor into the questionnaire. Next procedure, in creating Kano Questionnaire, the primary data of product features is collected from comparing Toyota Corolla, used as a based model, with its competitors and upper classes. Therefore, potential product features that might be fallen in Must-be, One-dimensional, Attractive requirements or else are found. After using modified Kano Questionnaire to analyze all product features, the appropriate product features have been chosen to be equipped into 3 appropriate classes of products' line-up in order to match with the variety of customers' desire. This research has introduced new strategic approach and method by using the modified Kano Model, which is proved to be one of effective tools and guideline to enhance the competitiveness for the compact car production in the future.