Specification Development for New Wet Wipe by Quality Function Development: A Case Study on TN Company

Abstract

Nowadays wet wipe becomes one of indispensable daily necessities The current research applies five forces analysis and in-depth interview for capturing Voice of Customers (VOC) and customers’ requirements Quality Function Deployment (QFD) and House of Quality (HOQ) are employed in the development of new wet wipe of TN Company The results indicate that the relationship among new entrants substitutes and competitors are significantly simplified in COVID-19 pandemic by the use of five forces analysis The in-depth interview reveals that wet wipe market is a complicated co-competition game which is composed of nonwoven suppliers wet wipe manufacturers wholesalers and strategic alliance partners The key success factors for TN Company are innovation cannel good quality and low price and fast response and delivery It is seen that “wet wipe is thick” and “low price” are the most important customers’ requirements by QFD “Only add pure water” and “free shipping and gift” are also important “Wet wipe is thick” “only add pure water” “antibacterial and disinfect” and “low price” could be emphasized for marketing The performance of TN Company’s wet wipe is better than the ones of other competitors The pure water wet wipes are the main products during the normal day Recently epidemic prevention products such as antibacterial wipes and alcohol wipes have a sudden rise in sales volume Practical implications management implications and directions for future research are also presented

Date of Award	2020
Original language	English
Supervisor	Tai-Yue Wang (Supervisor)