Car Seat: New Product Development

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Table of Contents

Production Description
Mission Statement
Product Info
Feature, Function, and Benefit
Partner Companies
Determinant Gap Map
Works Cited

Production Description

Utilizing an ergonomic design that conforms with the seating structure of a variety of Ford produced cars, the Protective Infant Safety Harness or PRISH, is a pre-installed car seat that is available upon request when purchasing a new Ford vehicle.
One of the main issues with current car seat models available in the market today is that they are bulky, hard to put away, and lack the necessary structural supports to protect an infant if the car should suffer a collision (Hatzakis, 384).
To resolve this issue the Ford PRISH is the companys answer to the daunting tasking of ensuring the safety of a child while at the same time making the car seat ergonomic enough that it can be easily stored or taken out when need be.

Mission Statement

Our goal is to ensure the safety of children and give peace of mind to parents by providing a car seat that is both comfortable, safe, and above all is in line with the high standards of quality that the Ford Motor Company is known for.

Product Info

Built utilizing extensive tests in ergonomic design and safety standards the Ford Prish car seat utilizes a conjunction of safety foam, impact webbing, durable materials, and safety straps to ensure the protection of an infant from any manner of sudden hits, impacts, or accidental collisions that may happen to a moving vehicle.

Feature, Function, and Benefit

Feature	Function	Benefit
Pre-installation by Ford Trained Specialists	Ensures that the various seats of the car are ready to effectively hold and handle the specially designed car seat to ensure maximum protection for an infant.	Assurance that the car seat can be easily attached and removed from the various seats of the car
Ergonomic Design	The ergonomic design of the product ensures that it conforms to the contours of the backseat where it is placed at thus ensuring a far less bulky and safer riding experience for the infant (Simonsohn, 1 2)	More space within the backseat of the car since the car seat is not as bulky as compared to other versions currently in the market
Collapsibility	The car seat can be collapsed and put away.	This particular function ensures that in instances when an infant is not present in the car and space is needed in the back the car seat can be put away rather easily
Durable Carbon Fiber/ Gorilla Glass Frame	The carbon fiber/ Gorilla glass frame of the car seat ensures that despite the wear and tear that comes with regular use of the car seat it will not lose its overall structural integrity while at the same time creates a see-through cover for the infant(Kaber, 650)	Enables the car seat to last for years if need be.
Safety foam made of kevlar on the front and the sides of the car seat	The safety foam feature on the front and sides of the car seat ensures that the infant is protected by sudden jarring movements (i.e. an accident) via tough Kevlar weave (Laliberte, 123)	Gives an additional layer of protective support for an infant
Easy to attach safety harness that prevents the car seat from moving	Safety harnesses attached to both the infant and the back/front seat of the car ensures that in event of a sudden stop the car seat wont go flying forwards (Parikh and Wilson, 352)	Protects the infant from crashing into the seat or dashboard in front of them
Comfortable net webbing for infant comfort	Utilizing a web of sturdy fibers the center of the car seat protects the infant from sudden impacts from the back while providing comfort	Safe and comfortable protection

Partner Companies

Samsonite (durable casing) $1.7 billion
Corning (Gorilla Glass) $6.6 billion
DuPont (Kevlar) $36 billion
Walmart (sales) $421 billion

Determinant Gap Map

Ease of Use

Walmart

Variety of Products

Low  Corning

High  Samsonite

Low DuPont

HighLow- Corning

Works Cited

Hatzakis, Greg. Sudden infant deaths in sitting devices. Archives Of Disease In Childhood 93.5 (2008): 384-389. Academic Search Premier. Web.

Kaber, David. Comparison of infant car seat grip orientations and lift strategies. Applied Ergonomics 43.4 (2012): 650-657. Academic Search Premier. Web.

Laliberte, Richard. Precious cargo. Parents (10836373) 84.4 (2009): 123. MasterFILE Premier. Web.

Parikh, Shital, and Wilson, Lindsay. Hazardous use of car seats outside the car in the United States, 2003-2007. Pediatrics 126.2 (2010): 352. MasterFILE Premier. Web.

Simonsohn, Uri. Lessons From An Oops At Consumer Reports: Consumers Follow Experts And Ignore Invalid Information. Journal Of Marketing Research (JMR) 48.1 (2011): 1-12. Business Source Premier. Web.

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