42629 lecture 3 pt4
DESCRIPTION
IPD: Market and Supply ChainTRANSCRIPT
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Integrated Product Development
Improving Market PositionThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/[email protected]
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“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Customer relationship modelling
MarketProduct
ProductionBusiness
Designing the Market and Product
simultaneously
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Case study
The initial project brief:
“To design quick release security screws for small paintings.”
Clive Stevens (Managing Director) of Euronova.
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Defining a market
• In the UK last year there were 42 thefts from Museums and Galleries from about 2,700 organisations.
• In probability terms this works out at a 1:60 chance of a theft from a single organisation per year.
• The pattern of crime has migrated from night-time and fraud, to snatches during open hours. 64% of thefts were from displays during the day.
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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ANTI-CUSTOMERArt Thief
Whose market?
FOUNDATION LEVELConsultant
PRIMARY CUSTOMEREuronova
SECONDARY CUSTOMER
Art Galleries
TERTIARY CUSTOMER
Art Observers
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Stakeholders and their relations
User
Coffee supplier
Coffee beans
Wittenborg
Coffee contact
Company/customer
Communication
Money-flow
Products/materials
Service
Key
[design.ing student project, 2004
from McAloone, Bey & Mougaard 11]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Design Insert
Packaging Firm
Supply chain modelling
Cap Manuf’
Assemble
Filling bottle
Product producer
Capping bottle
Manuf’ insert
Injection Moulding
Consumer
Selling
Retail Outlet
Labelling
Tamper
proofing
Quality
control
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Stakeholders and activities
Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Ship owner
Stakeholders and activities 2
[Bachelorprojekt, 2006]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Product and user lifecycles
Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Applying IPD to NPDSketch a product life and activity cycles for sun lotion
Try to suggest a new configuration.
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Applying IPD to NPD
Need Situation:
Purchase of sun lotion is always pre-emptive.
Responsible people get burnt by being caught in ‘surprise sunshine’ (forgetting lotion)
Cream needs to be available to the user when s/he needs it
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Our solution...
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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How do the stakeholders and activities interlink for you business
proposition?
Try to sketch it out and consider opportunities to add value to your
business offering.
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Advances in IPDProduct portfolio and business development
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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A business dimension
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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How is Product-Business Integration achieved?
Fitting within a portfolioTechnology Road-mappingProduct platformsMarket segmentation
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Project portfolios
[From Ulrich and Eppinger 5th ed.]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Technology roadmapping
[From Ulrich and Eppinger 5th ed.]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Product Platforms
[From Ulrich and Eppinger 5th ed.]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Market segmentation
[From Ulrich and Eppinger 5th ed.]
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Questions
?
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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark
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Final thought
Image from Prof. Winston Knight’s presentation: Life Cycle Design of Products