Product requirements, product specification & concept generation process. 1. When are product requirements established? 2. Why product specification is critical? 3. How to apply “Five” step method while concept generation process?

1. SUBJECT:
Product Design & Development (PDD)
ASSIGNMENT ON:
Product Requirements, Product Specification & Concept
Generation Process
SUBMITTED TO:
Sir Kamleshwer Lohana
SUBMITTED BY:
Varda Shaikh ___________18S-MBA-BS19

2. When are product requirements established?
The following are the reasons when product requirements are established:
1. When there’s need/demand in the market. After identification of that need/demand,
product requirements then established.
Creating a new product is an exciting venture, especially if market and consumer
research has revealed a need, but comprehensive solutions aren’t available yet.
Customers want solutions for their problems. Now it is up to firm how they can
translate their needs into solutions.
Once the need is identified, it’s then measure, test its feasibility in terms of
technically and economically. The product requirements then establish according to
feasibility.
2. When a firm desires to differentiate a product from the competitors.
The brand has to stand for something, be recognized by the target audience, and
communicate something unique and different from the competition. The key to the
company’s success, particularly in these competitive times, is to differentiate one’s
enterprise in such a way that it stands out in the minds of the customers and causes
them to want their products more than those of the competitors.
Either introduce something entirely different product in the market (differentiation) or
modify the existing product in a useful manner so to differentiate the firm from
competitors to survive in the market. As soon as the firm decides to do this, then the
product requirements are established.

3. Why productspecification is critical?
If a one has a product in mind that would like to manufacture, then it needs to be sure that one
have done the necessary research and planning before manufacturing a product.
The research is a critical factor in product specification process and should be done thoroughly at
first stage. Because the research will fix the direction, helps to keep the focus at first, a one will
know what has done and what should be done in a better way.
The Product Specification Process consists of three steps:
1. Set Target Specifications
 Based on customer needs. This step needs thorough research as it is the first stage and
research will reveal what are the customer needs and how a firm can satisfy those
needs. According to the needs, the target specifications will be set in the product.
2. Refine Specifications
 Feasibility testing. After targeting, the specifications will be refined, will be narrow
down to be more focus. Some feasible tests will be done to make sure the idea is
robust or not.
3. Reflect on the Results
 Then in the end, we will decide whether the product is a winner or not. The end
results will disclose whether we should introduce our product in the market or not.

4. How to apply “Five” step method while concept generation process?
The concept generation process consists of 5 steps and they are:
1. Clarify the Problem
 Understand Problem. The most important step in the concept generation process. It
directly relate to the customer’s true needs. Customers define the ‘what’s’ and the
engineering team develops the ‘how’s’. Ask the customer, communication with the
sponsor, input from the customers, surveys, etc will help to understand the problem.
2. External Search
 Interview lead users. External search is aimed at finding existing solutions to both the
overall problem and the sub-problems identified in step 1. External search for
solutions is essentially as information-gathering process.
3. Internal Search
 Trade ideas in a group. Internal search is the use of personal and team knowledge and
creativity to generate solution concepts.
4. Systematic Exploration
 Systematic exploration is aimed at navigating the space of possibilities by organizing
and synthesizing the ideas generated.
5. Reflect on the Process
 For Continuous Improvement. It will answer the following questions:
o Is the team developing confidence that the solution space has been fully
explored?
o Are there alternative ways to decompose the problem?
o Have external sources been thoroughly used?
o Have ideas from everyone been accepted and integrated in the process?