Product development of canned fish using SWOT and quality function deployment (QFD)

Abstract

This research is aims to analyze the company product position and proposed product development strategy of canned fish. The correlational and action research method is used by researcher. It is conducted from observing and interview to determine the position of the company by using IE matrix and SWOT analysis. The results show that company need to have a product development. Quality Function Deployment method is a method of product development in orders to determine attributes that are accordance with the demand of consumers. By using House of Quality (HoQ), the results of this research obtained that there are 13 attributes and 8 technical characteristics. Pareto diagrams is used to determined the priority which show that 9 attributes that were the priority for development such as viscosity (9,43%), design product (18,56%), expired labels (27,50%), flavor (36,36%), aroma (44,96%), packaging disability (53,22%), brand fame (60,84%), volume (68,17%) and durability (75,17%). They will be guidelines to propose a new development strategy in order to fulfill the expectation of customers.