ASSESSMENT OF PRODUCT DEVELOPMENT PROCESS (IN THE CASE OF SHEBA LEATHER INDUSTRY IN ADDIS ABEBA)

Abstract

This research assesses the product development process of Sheba leather company and the buyer’s knowledge and attitude towards the company’s product, quality, features and style. Based on the findings obtained through questionnaire and observations, Sheba has built good brand image for its leather quality and leather products like laptop bags, document cases and brief cases. In the other hand, the finding implies that a large number of consumers are not satisfied with the leather garment products of Sheba. They complained that the existing leather garment products are not fashionable, attractive and poor in finishing quality. Therefore, after analyzing and evaluating the strength and weakness of Sheba Leather Company, the study forwarded possible solutions and recommendations based on the findings obtained from customers and management members.