production management(thelatest)
TRANSCRIPT
-
8/14/2019 Production Management(TheLatest)
1/18
New Product Development (NPD)New product to grow market share or within overall
strategic process of product life cycle
Operations Management
8 Stages
1. Idea generation (research, SWOT, consumer trends, R&D, competitors)
2. Idea screening phase (eliminate unsound concepts by asking questions)
3. Concept development and testing (marketing & engeneering details)4. Business analysis (i.e. Selling price, sales volume, profitability etc.)
5. Beta testing and market testing (prototype, packaging, interviews)
6. Technical implementation (i.e. Resources, requirments, quality, logistics...)
7. Commerzialization (post NPD launch, adverts, promos, distribution...)
8. NPD pricing (value analysis, procuct costs
TIME!!!
-
8/14/2019 Production Management(TheLatest)
2/18
The path to develop successful new products
a) Talk to the customer
b) nurture a project culture
c) Keep it focused
Operations Management
-
8/14/2019 Production Management(TheLatest)
3/18
New Product Development (NPD)
Fuzzy Front End
= the messy getting ended period of a new product engeneeringdevelopment. The front end where a company decides:
- to formulate a concept
- not to invest resources- to go ahead an do into a structured process
Fuzzy Front End may not be an expensive part of the NDP but it canconsume 50% of development time. It is where major commitmentsare made involving time, money and the products nature setting
the course for the entire project and final end product!
Operations Management
-
8/14/2019 Production Management(TheLatest)
4/18
Operations Management
Product Design
Strategies for new product introduction New product development process Cross-functional product design
Supply chain collaboration Quality function deployment Value analysis Modular design
-
8/14/2019 Production Management(TheLatest)
5/18
Example pull: New Porsche car > branding > existing need
Example push: New perfume > recognition > sleeping need
Operations Management
Market introduction strategy
-
8/14/2019 Production Management(TheLatest)
6/18
New Product Development Process
Operations Management
Organized NPD process following specific phases, often formallydefined in company documents. This is to gain control and toensure that all important issues are addresses by NPD team >required by
ISO 9000
Typical phases
a) Concept development
b) Product design
c) Pilot production/testing
-
8/14/2019 Production Management(TheLatest)
7/18
a) Concept development
Operations Management
Generate ideas Evaluate alternatives Select one to go to next phase Above decisison requires top managemenet approval At time of decision cross-functional team gets established (if
not already existant) to design new product.
-
8/14/2019 Production Management(TheLatest)
8/18
b) Product design
Operations Management
Design the physical new product
From general idea to set of product specs and engeneeringdrawings/images in sufficient detail to build prototypes.
Product design requires many different trade-offs, such as: Product costs Quality (features) Schedule
Simultaniously: Process design
-
8/14/2019 Production Management(TheLatest)
9/18
c) Pilot production/Testing
Operations Management
In many cases testing! Hardware Software Lifetime tests of reliability Market test
Production process gets finalized!
-
8/14/2019 Production Management(TheLatest)
10/18
NPD product design process
Operations Management
Conceptdevelopment
Pilot / Testing
Product design Prelim. Processdesign
Final processdesign
-
8/14/2019 Production Management(TheLatest)
11/18
Cross functional product design
Operations Management
Sequential approach
Marketing Engeneering Operations
-
8/14/2019 Production Management(TheLatest)
12/18
Cross functional product design
Operations Management
Concurrent engeneering
Marketing EngeneeringOperations
Effort
Time
-
8/14/2019 Production Management(TheLatest)
13/18
Supply chain collaboration
Operations Management
Customers & suppliers
Customers: Ask the right questions! Present incentives Create collaborative technology platform Include customers as advisors to design team
Suppliers Technical espertise Cabability targets for costs, quality &product performance Capacity meet schedule & ramp-up to production? Low-risk what is the risk if supplier will not perform?
-
8/14/2019 Production Management(TheLatest)
14/18
Quality Function Deployment
Operations Management
Quality Function deployment (QFD) = translating the ordinary
language obtained from the customer to technicalrequirements understood by engineers. Or, in other words ,linking customer requirements to technical specifications.
House of quality!
Consists of:
Customer attributes
Engeneering characterisitcs
-
8/14/2019 Production Management(TheLatest)
15/18
Value Analysis
Operations Management
It is not only about meeting customer requirments but also aboutensuring that the product is manufacturable!
Desing for Manufacturing (DFM) is an approach consisting of:
1. Simplification of prodcuts
2. Manufacture of multiple products using common part,processes and modules
-
8/14/2019 Production Management(TheLatest)
16/18
Modular Design
Operations Management
DFM also contains the aspect of how to simplify the design ofmultiple products.
-
8/14/2019 Production Management(TheLatest)
17/18
-
8/14/2019 Production Management(TheLatest)
18/18
Value Analysis
Operations Management
It is not only about meeting customer requirments but also aboutensuring that the product is manufacturable!
Desing for Manufacturing (DFM) is an approach consisting of:
1. Simplification of prodcuts
2. Manufacture of multiple products using common part,processes and modules