Outline - Continued New Product Opportunities Importance of New Products Product Development System Quality Function Deployment QFD Organizing for Product Development Manufac
Trang 2Marine
Product Strategy Options Support Competitive Advantage
Product Life Cycles
Life Cycle and Strategy
Product-by-Value Analysis
Trang 3Outline - Continued
New Product Opportunities
Importance of New Products
Product Development System
Quality Function Deployment (QFD)
Organizing for Product Development
Manufacturability and Value Engineering
Trang 4Outline - Continued
Robust Design
Modular Design
Computer-Aided Design (CAD)
Computer-Aided Manufacturing (CAM)
Virtual Reality Technology
Value Analysis
Ethics and Environmentally Friendly Design
Trang 6Outline - Continued
Product Life-Cycle Management (PLM)
Documents for Services
Product Design
Trang 7Learning Objectives
1 Define product life cycle
2 Describe a product development system
3 Build a house of quality
4 Describe how time-based competition is
implemented
When you complete this chapter you should
be able to :
Trang 87 Describe customer participation in the
design and production of services
8 Apply decision trees to product issues
When you complete this chapter you should
be able to :
Trang 9Regal Marine
Global market
3-dimensional CAD system
Reduced product development time
Reduced problems with tooling
Reduced problems in production
Assembly line production
Trang 10 The good or service the
organization provides society
core products
a physical good or particular service
strategy with implications throughout the operations function
Product Decision
Trang 11Product Strategy Options
Trang 12Product Life Cycles
hours to decades
be able to introduce new products successfully
Trang 13Product Life Cycles
Negative cash flow
Net revenue (profit) Sales revenue
Loss
Figure 5.1
Trang 14Product Life Cycle
Introduction
unusual expenses for
Trang 15Product Life Cycle
Growth
stabilize
capacity becomes necessary
may be necessary
Trang 16Product Life Cycle
Maturity
production may be needed
reduction in options, paring down of product line
Trang 17Product Life Cycle
Decline
special contribution to the organization, must plan to terminate offering
Trang 18Product Life Cycle Costs
Costs incurred Costs committed
Ease of change
Concept Detailed Manufacturing Distribution,
Trang 19Product-by-Value Analysis
order of their individual dollar contribution to the firm
contribution of the product
alternative strategies
Trang 20Product-by-Value Analysis
Individual Contribution ($) Contribution ($) Total Annual
Trang 21New Product Opportunities
6 Market practice, professional
standards, suppliers, distributors
Brains tormin
g
is a us eful to
ol
Trang 22Importance of New Products
Industry leader third Top Middle third Bottom third
Trang 23Epcot Animal Kingdom
Figure 5.2
Trang 24Scope of product development
team
Product Development
System
Scope for design and engineering teams
Evaluation Introduction Test Market
Functional Specifications
Design Review Product Specifications
Customer Requirements Ability
Ideas
Figure 5.3
Trang 25Quality Function
Deployment
customer wants
attributes
Trang 26QFD House of Quality
Relationship matrix
How to satisfy customer wants Interrelationships
What the customer wants
Customer importance
ratings
Weighted rating
Trang 27House of Quality Example
Your team has been charged with
designing a new camera for Great
Cameras, Inc.
The first action is
to construct a
House of Quality
Trang 28House of Quality Example
Customer importance rating (5 = highest)
What the Customer Wants
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Trang 29House of Quality ExampleWhat the
Customer Wants
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Trang 30Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Relationship matrix
Trang 31House of Quality ExampleWhat the
Customer Wants
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Trang 32House of Quality Example
Weighted rating
What the Customer Wants
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Trang 33House of Quality Example
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Trang 34House of Quality ExampleWhat the Customer
Wants
Relationship Matrix
Technical Attributes and Evaluation
How to Satisfy Customer Wants
Technical evaluation
Company A 0.7 60% yes 1 ok G Company B 0.6 50% yes 2 ok F
Trang 35House of Quality Example
Completed House of Quality
Lightweight 3 Easy to use 4 Reliable 5 Easy to hold steady 2 Color correction 1 Our importance ratings
Technical evaluation
Trang 36House of Quality Sequence
House 2
House 1
House 4
Figure 5.4
Deploying resources through the organization in response to
customer requirements
Trang 37Organizing for Product
Development
Duties and responsibilities are defined
Difficult to foster forward thinking
Trang 38Organizing for Product
approach
No organizational divisions
Trang 39Manufacturability and Value Engineering
1 Reduced complexity of products
2 Additional standardization of products
3 Improved functional aspects of product
4 Improved job design and job safety
5 Improved maintainability (serviceability)
of the product
6 Robust design
Trang 40Cost Reduction of a Bracket
via Value Engineering
Figure 5.5
Trang 41Issues for Product
Development
Robust design
Modular design
Computer-aided design (CAD)
Computer-aided manufacturing (CAM)
Virtual reality technology
Value analysis
Environmentally friendly design
Trang 42Robust Design
variations in production or assembly do not adversely affect the product
higher quality
Trang 45 Design for Manufacturing and Assembly
CAD through the
internet
International data
exchange through STEP
Extensions of CAD
Trang 46Computer-Aided Manufacturing (CAM)
and program to control manufacturing equipment
(CAD/CAM)
Trang 471 Product quality
Benefits of CAD/CAM
Trang 48Virtual Reality Technology
develop an interactive, 3-D model of
a product from the basic CAD data
design before a physical model is built
such as plant layout
Trang 49Value Analysis
during production
to a better product or a product which can be produced more
economically
Trang 50Ethics and Environmentally
Friendly Designs
It is possible to enhance productivity,
drive down costs, and preserve
Trang 51The Ethical Approach
systems perspective
Inputs, processes, outputs
Costs to the firm/costs to
society
the product
Trang 52Goals for Ethical and Environmentally Friendly
Designs
1 Develop safe and more environmentally
sound products
2 Minimize waste of raw materials and energy
3 Reduce environmental liabilities
4 Increase cost-effectiveness of complying
with environmental regulations
5 Be recognized as a good corporate citizen
Trang 53Guidelines for Environmentally
Friendly Designs
Trang 54Legal and Industry
Standards
For Design …
Federal Drug Administration
Consumer Products Safety Commission
National Highway Safety Administration
Children’s Product Safety Act
Trang 55Legal and Industry
Standards
For Manufacture/Assembly …
Occupational Safety and Health
Administration
Environmental Protection Agency
Professional ergonomic standards
State and local laws dealing with
employment standards, discrimination, etc.
Trang 56Legal and Industry
Standards
For Disassembly/Disposal …
Vehicle Recycling Partnership
Increasingly rigid laws worldwide
Trang 57Time-Based Competition
Time-Based Competition
shorter and the rate of technological change is increasing
can result in a competitive advantage
Trang 58Product Development
ContinuumExternal Development Strategies
Alliances Joint ventures
Purchase technology or expertise
by acquiring the developer
Internal Development Strategies
Migrations of existing products Enhancements to existing products
New internally developed products
Internal Cost of product development Shared Lengthy Speed of product development Rapid and/
or Existing High Risk of product development Shared
Figure 5.6
Trang 59 Through Joint Ventures
Both organizations learn
Risks are shared
Through Alliances
Cooperative agreements between independent organizations
Trang 60Defining The Product
functions
developed during the design phase
engineering drawing
components of a product
Trang 62Monterey Jack Cheese
(a) U.S grade AA Monterey cheese shall conform to the
Code of Federal Regulation, Parts 53 to 109, General Service Administration
Trang 63Engineering Drawings
Figure 5.8
Trang 64Bills of Material
BOM for Panel Weldment
Trang 66 Parts grouped into families with
similar characteristics
processing and physical characteristics
in dedicated manufacturing cells
Group Technology
Trang 67Group Technology Scheme
Figure 5.10
Trang 681 Improved design
control
machine loading
work-in-process, and production time
Group Technology Benefits
Trang 69Documents for Production
Trang 70Figure 5.11 (a)
Trang 71R 209 Angle
R 207 Angle
Bolt w/nut
R 404 Roller Lock washer Part number tag Box w/packing material
Bolts w/nuts (2)
SA 1
SA 2
A1
A2
A3
A4 A5
Left bracket assembly
Right bracket assembly
Poka-yoke inspection
Figure 5.11 (b)
Identifies the point
of production where components flow into
subassemblies and ultimately into the final product
Trang 72Route Sheet
Lists the operations and times required
to produce a component
Trang 73Work Order
Instructions to produce a given quantity
of a particular item, usually to a schedule
Trang 74Engineering Change Notice
(ECN)
product’s definition or documentation
Trang 75Configuration Management
to the development of configuration management systems
components are accurately identified and control and accountability for change are identified and maintained
Trang 76Product Life-Cycle Management (PLM)
Integrated software that brings
together most, if not all, elements of product design and manufacture
Trang 77Service Design
interaction with the customer
Increased opportunity for customization
Reduced productivity
the design stage
Delay customization
Modularization
Reduce customer interaction, often through automation
Trang 78 Service typically includes direct
interaction with the customer
Increased opportunity for customization
Reduced productivity
the design stage
Trang 79Moments of Truth
Scandinavian Airways
customer and the organization that determine customer satisfaction
lose business
Trang 80The technician was sincerely concerned and apologetic about my problem
He asked intelligent questions that allowed me
to feel confident in his abilities
The technician offered various times to have work done to suit my schedule Ways to avoid future problems were suggested
Experience Enhancers
Only one local number needs to be dialed
I never get a busy signal
I get a human being to answer my call quickly and he or she is pleasant and responsive to my problem
A timely resolution to my problem is offered
The technician is able to explain to me what I can expect to happen next
Standard Expectations
Moments-of-Truth Computer Company Hotline
I had to call more than
once to get through
A recording spoke to me
rather than a person
While on hold, I get
silence,and wonder if I am
disconnected
The technician sounded
like he was reading a form
Trang 81Documents for Services
interaction necessitates different documentation
for moments-of-truth
other techniques
Trang 82Application of Decision Trees to Product Design
series of decisions and outcomes which lead to other decisions and outcomes
Trang 83Application of Decision Trees to Product Design
Include all possible alternatives and states of nature - including “doing nothing”
Enter payoffs at end of branch
Determine the expected value of each branch and “prune” the tree to find
the alternative with the best expected value
Procedures
Trang 88Transition to Production
Know when to move to production
Product development can be viewed as evolutionary and never complete
Product must move from design to production in a timely manner
Most products have a trial production
period to insure producibility
Develop tooling, quality control, training
Ensures successful production
Trang 89Transition to Production
Responsibility must also transition as the
product moves through its life cycle
Line management takes over from design
Three common approaches to managing
transition
Project managers
Product development teams
Integrate product development and manufacturing organizations