Product Development Strategy

TABLE OF CONTENT

ABSTRACT Page 3

INTRODUCTION Page 4

Question 1a Page 5

Summary Page 7

Question 1b Page 8

Summary Page 10

REFERENCES Page 11

ABSTRACT

The Ballpoint pen was chosen for the Product Development Strategy assignment because after initial research I discovered that not all customer requirements were met in the preliminary product development phase, it was also essential to establish why the manufacturer ignored these customer needs and initiated marketing and full product development. Once a standard Ballpoint pen was analysed it was found that the product itself presented many problems for the manufacturer and the end user. Particular attention was placed upon analysing the customer data which was gathered in the earlier production of the Ballpoint pen, and what financial and quality implications this presented in the final product development and subsequent manufacture. With the use of Product Development Strategies it can be shown what was required for a successful design and where the customer needs were not met.

INTRODUCTION

This assignment has been established to investigate my issues with my most annoying product the Ballpoint pen and analyze with the aid of product development strategies the customer’s needs; and if the customer’s needs were addressed.

The manufacture of the ballpoint pen resulted from the problems associated with writing with a fountain pen; since the pens patented release in 1938 the ballpoint pen has been transformed into a multi-purpose writing implement for everyday use. The initial marketing strategy and manufacturing plant that was built by Ladislas Biro in 1943 and failed to have a great impact on the writng world, and the first ballpoint pens looked doomed for failure. Unfortunatly the pen ink line was gravity fed and if the writers hand wasen’t in the vertical position the pen would fail to operate. After careful design...