NEW PRODUCT DEVELOPMENT BASED ON CUSTOMER EXPERIENCE (CASE STUDY: AUGMENTED REALITY (AR) TECHNOLOGY SYSTEM OF N?U)

• Main Author: Irviana, Astari
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57853
• Institution: Institut Teknologi Bandung

The main challenge for most businesses is determining how to create the right product for the right target market. Especially for companies that use a customized system. Customer behavior must be taken into account when developing a strategy and product for this type of business. N?U is a new company that sells services and products using Augmented Reality (AR) technology system. N?U was just established in October 2020. N?U main product is in the form of a customized AR technology system attached product that customers can use to express their feelings to the receiver through hidden messages. This research is conducted to observe N?U in terms of customer experience and product development, which is expected to eventually obtain a strategy and product development that will be implemented at N?U to improve competitiveness in the market. The author used qualitative methods to conduct this research. The qualitative method used are the Focus Group Discussion (FGD) method and experts interview in product designs. There are several frameworks used to help in analyzing the problem as well as its solution. The framework is analyzed from internal and external perspectives ranging from STP, Marketing Mix 4P's, VRIO analysis and PESTLE. The results of the FGD analysis and expert interview combined with the results of internal and external analysis from N?U made into a SWOT and TOWS analysis then the strategies and products that meet customer needs can be determined. Based on the results of the TOWS analysis, several alternative solutions were made that could be implemented to solve the problem of N?U. From these alternative solutions, the most suitable solution along with its implementation plan was selected, which are developing webAR for N?U, developing more product variants and also developing promotional strategy.