Definition: The satisfaction of a customer in relation to this or that product or service depends on the quality of the product, its usability, and on such important aspects as the speed of delivery and consistency. These aspects are closely associated with the concept of fitness for use as the ability to satisfy the needs of customers (Collier & Evans, 2011, p. 303).
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From this point, it is possible to speak about fitness for use when the product or service can be effectively used by customers, meeting their needs. The product and service’s fitness for use is obvious when they are designed according to the definite principles, values or specifications (Collier & Evans, 2011, p. 303). Thus, the idea of fitness for use is connected with the quality of a product, depending on which customers make conclusions about the usability and appropriateness of a product or a service.
Role: Customers are inclined to choose products and services according to their quality and specific features which meet the requirements of this or that person. From this perspective, the notion of fitness for use is important when customers draw conclusions about usability of products and services because personal needs are different, and the quality and fitness of the product or service should meet the needs and requirements of the wide audience in order to guarantee the sales.
Fitness for use is based on the effective combination of design and the manufacturing method with references to the ways of the product’s delivery and quality. If all these aspects meet customers’ needs, it is possible to speak about fitness for use (Collier & Evans, 2011, p. 303).
Applicability: The task of Ford Motor Company is to preserve the leader’s positions within the industry and market. To complete this task, it is necessary to focus on the interests of customers in order to work out and design the most effective vehicles which could meet the customers’ needs and expectations. The concentration on the appropriateness and quality of the product can be discussed as the focus on the product’s fitness for use which is the guarantee of the company’s high competitive ability within the market.
Thus, according to the statements of the company’s managers, it is necessary to monitor global market trends in order to receive the important information about consumer interests and identify some points and issues which could be interpreted to affect the consumers’ behaviours and attitudes toward the company and its products (Ford Motor Company, 2012).
From this point, the concept of fitness for use is effectively applied to Ford Motor Company in its combination with such an important notion as the product’s quality. However, to design the vehicle which can be discussed as rather fitting and meeting the customers’ needs, it is necessary to study the target audience of the product and the needs of potential customers.
Thus, orienting to the image of a typical customer, the company can operate the market research data in order to design and develop a vehicle which can meet customers’ needs completely (Ford Motor Company, 2012). Vehicles are developed basing on the customers’ expectations, and the competitiveness of the company depends on the rate of sales.
The process is interdependent because to sell more products, it is necessary to be aware of the customers’ desires and expectations and meet them with references to the product’s quality or usability, using the idea of fitness for use. It is possible to state that Ford Motor Company operates the notion of fitness for use effectively because of the high positions within the market and customers’ interest in relation to Ford vehicles.
Collier, D. A., & Evans, J. R. (2011). OM 3. USA: Cengage Learning. Ford Motor Company: Understanding Customer Needs. (2012). Retrieved from https://corporate.ford.com/microsites/sustainability-report-2018-19/performance-and-reports.html