Lecture Introduction to operations management - Chapter 3: Product design

In this chapter we will discuss: Strategies for new-product introduction, new-product development process, cross-functional product design, supply chain collaboration, quality function deployment, design for manufacturing.

INTRODUCTION

to Operations Management

Strategies for New-Product

New Product Development Process

New Product Design Process (Figure 3.2)

Pilot production/testing Final process design

Preliminary process design Concept development

Product design

Cross Functional Product Design

Cross Functional Product Design (Figure 3.3)

They are in different physical locations.

They “don’t have time.”

Supply Chain Collaboration

 Working across functional areas  AND collaborating with 

customers and suppliers

Supply Chain Collaboration

Supply Chain Collaboration

Quality Function Deployment (QFD)

Also known as “House of Quality”

Developed in Japan in 1972 Tool for concurrent design of products Customer Attributes (“Voice of the 

Customer”) Engineering Characteristics (“Voice of the  Engineer”)

Tradeoffs

HOUSE OF QUALITY (QFD)

HOUSE OF QUALITY (QFD)

HOUSE OF QUALITY (QFD)

Design for Manufacturing (DFM)

Objectives of Value Analysis

Assembly using

DFM: An Example (continued)

• 24 different parts to assemble

• 7 unique parts to manage in inventory

• 4 different parts to assemble

• 3 unique parts to manage in inventory

• 2 parts to assemble and manage

Question: How easy would it be to detect an assembly error with

each of the designs?

Value Analysis at Toyota

GM has 26 different seat frames.

Toyota has 2.

Toyota’s advantage:  $500 million

Source:  Business Week, 31 July 2006, p. 57.

Dana’s “Rolling Chassis”

End of Chapter Three