26 Jan Kano Product/Service Analysis
6202Part 1:
Prior to completing this exercise, read the attached “Kano Model Analysis Overview” word document. Complete the Kano Model template provided in the attached Excel document for two products or services currently offered by a company. Some key points to consider when completing the template:
The Kano Model is a practical tool used to analyze how your products/services relate to your customers’ needs; that is, the value your customers associate with each attribute
Identify the key features of each product/service and then sort them based on your customers’ view of each feature as a “Must Have,” “Nice to Have,” “Thrilled to Have,” and “Not Relevant”
Part 2:
Once you have completed the template for the two products/services that you selected, use the information/data that you have inserted into the Kano Model to answer the following questions:
Does this product/service give your company a competitive advantage in the market? If “yes,” what are the key attributes that produce such an advantage? What value/benefits do these attributes provide to your customers? If the product/service does not give your company a competitive advantage, what additional attributes would this product/service require to gain a competitive advantage?
Do you think this product/service will still provide the same level of value to your customers in five years? Are there any trends that may undermine its value? Might customer expectations change such that several of the current Performance and Excitement Attributes come to be viewed as “Basic – Must Have” attributes by your customers in the future? (Consider changed consumer expectations due to Amazon’s excellence in order fulfillment, i.e., a two-day or better delivery is now a consumer’s expectation)
List, describe, and categorize what new attributes your company could (should) add to the product/service. What new Performance Attributes could be added? What new Excitement Attributes could be added? This is a creative, “what if” question, so please suspend your usual professional business analysis and disregard considerations (filters) such as costs, available talent, and any other resource limitations that might impact the development of a new attribute. Explain the customer benefits of the new attributes that you suggest.
Parameters: Part 1: one completed page (grid) per product or service; total of two pages. Part 2: answers to questions (1–3); total of 3–5 pages.
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