Abstract
As product lifespans are getting shorter and shorter, need for new product development (NPD) has escalated. However, successful product launch has remained a challenge to most companies. Launching a successful product involves combining customer’s need and technical feasibility to realize the marketing goals of a company. Thus, it is of supreme importance to have a structured methodology to launch a new product failing which, can result in a futile and expensive endeavor. The planning model of House of Quality (HOQ) and quality function deployment (QFD) is often used by organizations for new product planning and development. This thesis proposes an integrated model combining QFD and Voice of Customer (VoC). This case study aims to analyze the techniques and procedures involved in the successful launching of a very popular bicycle trainer, which is first if its kind using the VoC and QFD models. This thesis concludes with the analysis of the functioning of QFD and the method by which this theoretical model is adapted for practical use by a Taiwan based bicycle company providing managerial implications.