The Kano model is a tool used to analyze and identify product or service characteristics that can help companies identify key order-winning factors. The Kano model categorizes product or service characteristics into four categories: must-have, desired, undifferentiated, and potential. Must-have elements are the most basic product or service characteristics that customers must meet, and if these characteristics are missing, customers will not consider buying the product or service. Expected elements are the characteristics that customers expect a product or service to have; if these characteristics are missing, customers will choose another product or service. The no-difference element refers to the fact that customers have no particular requirements for product or service characteristics because these characteristics are already prevalent in the marketplace. Potential elements are features that customers do not expect the product or service to have, but if these features exist, they can increase the attractiveness of the product or service.