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• Please have a writing utensil and a piece of paper.
• Please sit with your teams such that one person is in the front row, one person is directly behind that person in the second row, etc.
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# 4 – Customer Needs
• Please escort me into the hall.• Based on your customer’s needs,
please write down a list of features.
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# 3 - Drawing
• # 4, please pass the list of features to # 3.
• # 3, please create a drawing to illustrate the features.
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# 2 - Prototype
• # 3, please pass the drawing to # 2; do not pass the features list.
• # 2, please create a prototype from the drawing.
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# 1 – Sell to Customer
• # 2, please pass the original prototype to # 1.
• # 1, please create an advertisement to sell the product to me, your customer.
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Customer Needs
• Paper fan
• Fringed on at least one edge
• Must have a handle
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“Over-the-wall” Engineering
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Concurrent Engineering
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Concurrent Engineering
• Please sit in a circle with your group.• I want a green hat with fringed edges, but I
do not want it to have a “pointy” end.• Complete:
– List of customer needs– Drawing– Prototype– Advertisement
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Market Entry
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Overview
• Concurrent versus “over-the-wall”
• Core Competence• Dominant design• Acceptability• Adaptability
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Concurrent vs. “Over-the-wall”
• Time• Allocation of resources• Customer needs• Management• Quality control
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Core Competence
• Primary area of specialization• Knowledge acquisition• Collective learning• Coordination of skills and technology • Example – Radiator Company
– Brazing of aluminum
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Test for Core Competence
• Providing access to a wide variety of markets
• Adding to the benefits of the end product as viewed by the customer
• Discouraging imitation by competitors
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Describe a car.
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Dominant Design
• Standard model–Perception–Function–Cost
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Acceptability
• Functional performance• Acquisition cost• Ease-of-use characteristics• Operating cost• Reliability• Serviceability• Compatibility
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Adaptability
• Identifying target market–Demographics
• Geography• Socioeconomic status• Usage: need versus want
• Expanding demographic
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Conclusion
• Concurrent versus “over-the-wall”
• Core Competence• Dominant design• Acceptability• Adaptability
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Questions