QUALITY FUNCTION DEPLOYMENT APPLICATION IN NEW PRODUCT DEVELOPMENT OF KOMBUCHA

Abstract

Product competitiveness depends on how a firm answers customers’ need. A product has to be defined based on the requirements captured and translated into some technical measures to get the right product. There are some popular drinks other than water, i.e. coffee and tea. They are popular among millennials, consumed as entertainment purposes. Recent Covid-19 outbreak has driven people to become more health aware, including their consumption of nutritious beverage. This project research is about to develop kombucha – fermented tea – to the market. As a new player, kombucha might be unfamiliar to most of people, therefore the right product design is needed. A method of Quality Function Deployment (QFD) was implemented to capture the right ideas by absorbing customer requirements of the product. Based on the survey, it was found that there were six main customer requirements. These requirements were answered by sixteen technical measures in kombucha making. A prototype has been successfully developed using black tea and green tea. Respondents of the prototype suggested that kombucha taste is needed to modified to become friendlier with Indonesian and should be packaged premium as the price tag set at higher price. The research project also discussed business analysis; the corporate strategy is both horizontal and vertical growth, create business operational excellence, and focus on customer intimacy. A feasibility study of this business project has been assessed; it shows the project has ROI of 301%, reaching BEP in 1 year and 2 months.