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Chapter 2 2014
1.
DEPARTMENT OF MANUFACTURING AND MATERIALS
ENGINEERING MME 4116 PRODUCT DESIGN AND DEVELOPMENT BY: DR MOHD RADZI BIN HAJI CHE DAUD
2.
CHAPTER 2 PRODUCT DEVELOPMENT PROCESS
3.
2.1 Introduction What is
the product development process? 3 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
4.
2.2 Product Development
Process in Stage-Gate Format 4 • A generally accepted model of the product development process: An important reason for using the stage-gate process is to “quickly get it right”. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
5.
Phases of PDP
(0 to 2) 5 • Phase 0: The planning that should be done before the approval of the product development project. • Phase 1: Concept development considers the different ways the product and each subsystem can be designed. • Phase 2: System-Level Design is where the functions of the product are examined, leading to the division of the product into various subsystems. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
6.
Phases of PDP
(3 to 5) 6 • Phase 3: Detail Design is the phase where the design is brought to the state of a complete engineering description of a tested and producible product. • Phase 4: Testing and Refinement is concerned with making and testing many preproduction versions of the product. • Phase 5: Production Ramp-Up is when the manufacturing operations begins to make and assembly the product using the intended production system. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
7.
Factors for Success 7 𝑃𝑟𝑜𝑓𝑖𝑡
= 𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝑃𝑟𝑖𝑐𝑒 − 𝑃𝑟𝑜𝑑𝑢𝑐𝑡 𝐶𝑜𝑠𝑡 (2.1) ______________________________________________________ • Four Key Factors of Success: – The quality, performance, and price of the product. – The cost to manufacture the product over its life cycle. – The cost of product development. – The time needed to bring the product to the market. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
8.
Sales & Revenue
versus Time 8 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
9.
Cost & Price
versus Time 9 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
10.
Static Versus Dynamic
Products 10 • Static Product: The changes in their design take place over long time periods through incremental changes occurring at the subsystem and component levels. – Automobiles – Appliances: refrigerators, dishwashers • Dynamic Products: Customers are willing to, and may even demand, change. – Wireless mobile phones – Digital video recorders and players – Software Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
11.
Variations on the
Generic PDP 11 • Platform Product is built around a preexisting technological subsystem. – Apple Macintosh operating system – Black & Decker doubly insulated universal motor • Customized Products are those in which variations in configuration and content are created in response to a specific order of a customer. • In a highly competitive world marketplace, mass customization appears to be one of the future trends. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
12.
2.3 Product And
Process Cycles What are the stages of product and process cycles? 12 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
13.
Product Life Cycle 13 Dieter/Schmidt,
Engineering Design 5e. ©2013. The McGraw-Hill Companies
14.
Product Development Cycle 14 Dieter/Schmidt,
Engineering Design 5e. ©2013. The McGraw-Hill Companies
15.
Technology Development 15 Transferring Technology
Development CycleSimplified Technology Development Cycle Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
16.
2.4 Organization For
Design and Product Development How can an organization affect the design and product development? 16 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
17.
Organization’s Effect on
Design & Product Development 17 • The organization of a business enterprise can have a mjor influence on how effectively design and product development are carried out. Fundamental ways for organizing a business FUNCTION PROJECTS Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
18.
Engineering Functions 18 Dieter/Schmidt, Engineering
Design 5e. ©2013. The McGraw-Hill Companies
19.
Links Between Individuals 19 •
Reporting Relationships: A subordinate is concerned about who his or her supervisor is, since the supervisor influences evaluations, salary increases, promotions, and work assignments. • Financial Arrangements: Another type of link is budgetary. The source of funds to advance the project, and who controls these funds, is a vital consideration. • Physical Arrangements: Studies have shown that communication between individuals is enhanced if their offices are within 50 feet of each other! Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
20.
Example of a
functional organization 20 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
21.
Simplified Project Organization 21 Dieter/Schmidt,
Engineering Design 5e. ©2013. The McGraw-Hill Companies
22.
Hybrid Organization(matrix Organization) 22 Functional Organization
Project Organization Hybrid Organization • In the lightweight project organization the functional links are stronger than the project links. • In the heavyweight matrix organization the project manager has complete budgetary authority, makes most of the resource allocation decisions, and plays a strong role in evaluating personnel. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
23.
Lightweight & Heavy
Weight Project Organizations 23 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
24.
2.5 Markets and
Marketing How can we describe the market and marketing for engineered products? 24 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
25.
Markets 25 • Marketing is
concerned with the interaction between the corporation and the customer. • We need to differentiate between the customer and the user of the product. • Market is an economic construct to identify those persons or organizations that have an interest in purchasing or selling a particular product, and to create an arena for their transactions. – Stock Market: Prototypical Market • Strong brand names evolved as a way of building customer recognition and loyalty. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
26.
Market Segmentation 26 • Cooper
suggests that four broad categories of variables are: – State of Being: Sociological factors: age, gender, income For industrial products: company size, industry classification, Location: urban, suburban, rural – State of Mind: Attitudes Values Life styles – Product Usage: Heavy User Loyalty – Benefit Segmentation Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
27.
Marketing Department 27 • Function: –
The marketing department in a company creates and manages the company’s relationship with its customers. • Expected Tasks: – Preliminary marketing assessment – Quick scoping of the potential sales – Competition – Market share at the early stages of the product planning – Detailed market study – Assisting with the introduction of the product into the marketplace – Providing product support system Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
28.
Marketing Plan 28 • Identifying
the target market • Product strategy • Expressing product benefits Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
29.
Marketing Plan(2) 29 • Marketing
plan should contain: Evaluation of market segments Identification of competitive products Identification of early product adopters Clear understanding of benefits of product to customers Estimation of the market size in terms of dollars and units sold Determination of the breadth of the product line Estimation of product life Determination of the product volume/price relationships Complete financial plan including time to market Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
30.
2.6 Technological Innovation How
does technological innovation happen? 30 Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
31.
Invention, Innovation, and Diffusion 31 •
Invention: – The creative act whereby an idea is conceived, articulated, and recorded. • Innovation: – The process by which an invention or idea is brought into successful practice and is utilized by the economy. • Diffusion: – The successive and widespread implementation and adoption of successful innovations. Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
32.
Technologically Inspired Product 32 Dieter/Schmidt,
Engineering Design 5e. ©2013. The McGraw-Hill Companies
33.
Business Strategies Related
to Innovation and Product Development 33 • Star businesses: – High sales growth potential, high market share potential • Wildcat businesses: – High sales growth potential, low market share • Cash-cow businesses: – Low growth potential, high market share • Dog businesses: – Low growth potential, low market share Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
34.
Characteristics of Innovative People 34 •
Idea generator: – The creative individual • Entrepreneur: – The person who “carries the ball” and takes the risks • Gatekeepers: – People who provide technical communication from outsife to inside the product development organization. • Program manager: – The person who manages without inhibiting creativity • Sponsor: Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
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Types of Technology
Innovation 35 • Need-driven innovation: – where the development team seeks to fill an identified gap in performance or product cost (technology pull) • Radical innovation: – which leads to widespread change and a whole new technology, and arises from basic research (technology push) Dieter/Schmidt, Engineering Design 5e. ©2013. The McGraw-Hill Companies
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