QUALITY FUNCTION DEPLOYMENT FOR SWEET BUN (CASE STUDY: DJAFLOUR)

• Main Author: Fersney Hedwinanto, Sri
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/45633
• Institution: Institut Teknologi Bandung

Over the past few years, the number of bread-making business continues to grow. Many bakers seeing that baked product is a commodity with a huge potential and start to join the competition of the bakery product, looking for profit through selling bread to the mass market. Djaflour is a new startup and on its way to get into commercialization. Djaflour need to know what the customer wants and needs for kind of baked product they want. One way to gain insight about what the customer wants, and need is through market research and product development. Baked products which processed through product development will have distinction value privileges in front of the customer's eyes. Bread with high quality will be chosen by the customer and therefore it can increase market share and give the company a revenue to keep growing. This research paper zeroes in on the product development of baked product from Djaflour to find the target market fit amongst other competitor. This paper use qualitative approach which is market research, conducted by making questionnaire and distribute it to the masses. The purpose of market research is to find out the characteristic of consumen in terms of bread consumption. Market research start from deciding what type of variables to be researched, which is demographic variables and behavioral variables. The next step is Segmentation and Targeting, and Positioning. This process is to match opportunities with the company resources and objectives. Usually the company have to complete product-market definition that includes: product type, customer needs, customer types, and geographic area. The last step is Quality Function Deployment. Quality Function Deployment is a method used to ensure that the eventual design of a product or service actually meets the needs of its customer The result from market research shows that every age range, gender, income level, education level and marital status have different desire about the baked product. The Segmentation process resulted with the differentiation between the age range, which is classified with four segment, income level, which is classified with four segment, Rate of Use (Consumption) which is segmented with four different types of consumption and kind of shopping, which is segmented with two different types. Each product shows different segment, which can be seen from different demographic and behavioural aspect. As for the sweet bun characteristic, the survey result show that the respondents choose that taste is the most important aspect, followed by texture, cost, looks, portion and packaging in last position. This means that when it comes to sweet bun, taste is number one priority.