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70 Production and Operation Management
Unit 5 Product Design, Process Planning and Design
UNIT 5: PRODUCT DESIGN, PROCESS PLANNINGAND DESIGN
UNIT STRUCTURE5.1 Learning Objectives
5.2 Introduction
5.3 Product Design and Analysis
5.3.1 New product development
5.3.2 Factors to be considered in Product Design
5.4 Process planning and design
5.4.1 Selection of process
5.4.2 Process selection decisions
5.4.3 Process planning design
5.4.4 Steps in Process Planning
5.4.5 Process Design
5.4.6 Process research
5.4.7 Capacity considerations in Process Design
5.5 Let Us Sum Up
5.6 Further Reading
5.7 Answers to Check Your Progress
5.8 Model Questions
5.1 LEARNING OBJECTIVES
After going through this unit, you must be able to:
• explain the basics of product design and analysis
• describe process of new product development.
• describe factors to be considered in product design.
• describe process planning and design
5.2 INTRODUCTIONIn this unit, we are going to discuss the basics of product design
and analysis, and process planning and design. Proper implementation
of these concepts can play an important role in the production of any
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goods or in the delivery of any service. In fact, these concepts can lead
to effective production process or service delivery process.
5.3 PRODUCT DESIGN AND ANALYSIS
In business and engineering, new product development (NPD) is
the term used to describe the complete process of bringing a newproduct or service to market. Design has become a critical and strategicfunction in today’s evolving organisations, and the need for theknowledge, the ability and the skills to think, plan and manage for designis becoming more important.
There is a very interesting connections between creativity,innovation and design.
Creativity: is the generation of new ideas. Either new ways oflooking at existing problems, or the discovery of new opportunities.
Innovation: is the exploitation of new ideas. It is the process thatcarries a concept through to new products, services, or ways ofoperating the business.
Design: is what links creativity and innovation. It shapes ideas sothat they become practical and attractive propositions for users orcustomers.Concepts involved in product design:
The concepts involved in product design are as follows:(i) Research and Development: It is responsible for conducting
research work, design and development for products andservices as well as their manufacturing and delivery processes.
(ii) Reverse Engineering: It refers to the process of carefullydismantling an existing product (of a competitor) step by step inorder to understand the unique underlying concepts. In duecourse of time, this helps in designing new products.
(iii) Manufacturability: It implies designing new products or servicesin such a manner that its manufacturing / assembling / deliverycan be conducted easily.
(iv)Standardization: It refers to the process designing products insuch a manner so as to reduce variety so that there is no
variation from the existing products.
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Unit 5 Product Design, Process Planning and Design
(v) Robust Design: It refers to the designing of a product which isoperational under varying environmental conditions.
(vi)Concurrent Engineering: It can be defined as the approach inproduct design in which the design team includes the following:(a) Marketing Department- To specify customer requirements(b) Engineering Department- To look into feasibility of design.(c) Production Department- To look into existence of production
capability for the design.(d) Materials Department- To provide details about availability of
materials according to design specifications.(e) Finance Department-To look into financial feasibility of
design.Concurrent Engineering may also include other functionaldepartments within the same organizations while designing anyproduct.
Life Cycle of a product: It is the pattern of demand throughout theproduct’s life (Adam and Ebert, 2008). The product life cycle has thefollowing stages:
(i) Start-up Stage: It is characterized by lower demand of a productdue to lack of awareness among the customers.
(ii) Rapid Growth Stage: It is characterized by increasing demandfor the product through increased awareness and addition ofnewer features.
(iii) Maturation Stage: It is characterized by the onset of stabilizationof demand for the product inspite of addition of newer features.
(iv)Commodity or Decline Stage: It is characterized by decreasing
demand for the product.
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Product Design, Process Planning and Design Unit 5
Therefore, new product development activities should be a continuous
activity in order to deal with the decline stage. In present business
environment the Product life cucle has also become very short. A very
common example is the rapid obsolesce of mobile phones and similar
electronic gadgets. With rapid development of advanced technologies
Product Life Cycle Management (PLM) has become very crucial in new
product development.
5.3.1 New Product Development
Following diagram illustrates the generic concept
development process for new product and services. First of all
the vision and mission of the new product development initiative
has to be formulated. After that, customer needs are identified with
consultation with the marketing research team or with the help of
primary and secondary customer research. Based on the gap
identified from the customer research, target specifications for the
new design is defined. Design manager gives the design brief to
the design team to generate concepts. Based on the design brief,
designers generate several design concepts. After that, concepts
are screened, based on criterion specified by the design manager
and the design team. Some concepts are selected, based on
ratings on the screening process. Concepts are than synthesized
to generate the final concept(s). After that, concepts are tested
with virtual or physical modeling and simulation. Based on the
results of modeling and simulation excercise, concepts are further
refined and modified and final specifications are defined. After that
final prototype is developed for downstream production. During the
entire journey of concept development, three activities are
performed on a parallel and simultaneous basis viz. (i) economic
analysis (ii) benchmarking of competitive products and (iii)
development of modeling and prototypes ( virtual or physical).
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Unit 5 Product Design, Process Planning and Design
Fig 5.2: Generic Concept Development Process for New Product / Services
5.3.2 Factors to be Considered in Product Design
The main factors to be considered in product design are:
(i) Consumer demand of the product
(ii) Choice of materials for product
(iii) Fitness for purpose of the product
(iv) Purchase price of the product for the customers
(v) Operating costs of the product
(vi) Durability of the product
(vii) Ease of maintenance of the product
(viii) Technical Performance of the product
(ix) Efficiency of the product
(x) Possibilities of customization of the product for the
customers
(xi) Economy of use by the customers
(xii) Quality of the product
(xiii) Technological opportunity with respect to the product
(xiv) Safety of the product
(xv) Obsolescence of the product
(xvi) Aesthetics of the product
(xvii) Usability or user friendliness of the product
(xviii) Environmental safety considerations of the product
(xix) Social considerations of the product
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Product Design, Process Planning and Design Unit 5
CHECK YOUR PROGRESSQQ 1: Which of the following statement is
true?
(a) Creativity is the generation of new
ideas
(b) Innovation is the exploitation of new ideas
(c) Design is what links creativity and innovation
(d) All of these these
Q 2: Which of the following is a parallel or simultaneous activity
in the concept generation process in new product
development?
(a) Marketing Research (b) Economic analysis
(c) Concept screening and testing
(d) Establishment of target specification
Q 3: Which of the following refers to the process of carefully
dismantling an existing product (of a competitor) step by step
in order to understand the unique underlying concepts?
(a) Reverse Engineering (b) Standardization
(c) Robust Design (d) Time study
5.4 PROCESS PLANNING AND DESIGN
Process refers to the transformation process used to convert
inputs into desired outputs (products and/or services). The purpose of
process planning and design is to determine the type of productive
process and the appropriate span of time to complete that.
Process planning is associated with planning the transformation
(conversion) processes needed to convert inputs into desired finished
outputs (products and/or services). A production process is a series of
manufacturing operations performed at workstations to achieve the
design specifications of the planned output. Such a production process
may result in a vast number of different operations. For this purpose,
various kinds of equipments and machines may be required to produce
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Unit 5 Product Design, Process Planning and Design
a complex product (for example, a car). Simpler parts may require fewer
operations (for example, a hammer).
Process planning consists of the following two parts:
(i) Process design: It is concerned with the entire series of
operations required to achieve the product specifications for any
product. It specifies the following:
(a) The type of machines/ equipments in work stations that are to
be used
(b) The required such machines and equipments in work
stations, and
(c) The required quantities of such machines and equipments in
work stations.
The sequence of operations by the above such machines and
equipments in work stations in the manufacturing process is
determined by the following:
(a) The nature of the product
(b) The materials used
(c) The quantities being produced
(ii) Operations design: It is concerned with the design of the
individual manufacturing operations. It comprises examination of
the man-machine relationship in the manufacturing process. The
latter is designed for converting the raw materials into the finished
or semi-finished products. Operations design specifies the
required number of manpower and machine time for each unit of
production.
5.4.1 Selection of Process
Processes are of the following types:
(i) Continuous Process: It is continuous in nature with very long
set-up time as well as very long duration. In this case products are
produced in higher volumes and are highly standardized with
almost no variety. For example steel, urea, sugar, plastic etc.
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Product Design, Process Planning and Design Unit 5
(ii) Semi-Continuous Process: These are assembly processes
characterized by repetitive nature. In this case products are
produced in higher volumes with little variety. It requires
specialized machines, semi-skilled workers and lead to low cost
per unit.
(iii) Intermittent Process: It is characterized by production
stoppages at regular intervals of time as the product needs
processing on different machines leading to different varieties of
products. These processes are slow in comparison to continuous
and semi-continuous processes. Such processes are of the
following types-
(a) Batch Process- It is adopted when items are to be produced
in batches or lots using the same set of machines in the same
sequence. For example in a bakery, batch of cakes can be
produced in an oven followed by a batch of chocolates and then
by a batch of biscuits.
(b) Job Shop- It is adopted when items are to be produced in
batches or lots in greater variety from each other wherein the
processing may be done on different machines, different
sequences with varying processing times. For example in a
restaurant every customer gives different order of dishes that are
prepared by different chefs using different set of utensils, different
devices, different recipes etc.
(iv) Projects: These are processes that cover very complicated
and unique set of activities or tasks that is to be completed in a
limited time period. For example construction projects, software
development projects etc.
Factors influencing selection of processes: The main
factors influencing selection of processes in any production
operation are:
(i) Market conditions
(ii) Capital Requirements
(iii) Labour
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Unit 5 Product Design, Process Planning and Design
(iv) Management Skills
(v) Raw materials
(vi) Technology
5.4.2 Process Selection Decisions
Process selection decisions are dependent on the
following:
(i) Quality: what do customers want?
(ii) Goods & Service Design: what to sell?
(iii) Process & Capacity Design: how to make it and how much
capacity to have? When add more? Where? How?
(iv) Location Selection: where to build?
(v) Layout Design: how to design facilities?
(vi) Human Resource & Job Design: what skills and how many
people needed?
(vii) Supply chain management: vendor management, who use
as suppliers?
(viii) Inventory: how much and where?
(ix) Scheduling: HR, facility needs, when?
(x) Maintenance: how much, when?
Process selection decisions are centered on the following
operations management decisions:
(i) Strategic decisions: Strategic decisions are long-term and
broad in nature and usually have a time period of five years or
more. Long-term strategic decision are concerned with production
and process design, facility location and layout, capacity,
expansion of existing facilities, etc. These decisions impact long
term profitability of an organization.
(ii) Tactical decisions: Tactical decisions are medium-term in
nature and have a time frame of one or two years. These
decisions are concerned with identifying the manpower
requirement, determining the appropriate inventory level for
various materials, determining the reordering level and order
quantity, identifying vendors, etc.
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Product Design, Process Planning and Design Unit 5
(iii) Operational decisions: Operational decisions: are short-
term in nature and generally have a time frame of less than a
week. These are specific in nature, and they address problems
and requirements at the operational level, such as scheduling
weekly production and assigning jobs/responsibilities to workers.
5.4.3 Process Planning Design
Process planning design is dependent on the following factors:
(i) Characteristics of the product or service being supplied to
customers
(ii) Expected volume of output
(iii) Types of available equipment or machinery
(iv) Requirement of customization of equipment or machinery
(v) Cost of required equipment and machinery to produce
products
(vi) Types of available labour skills
(vii) Money needed for the manufacturing process
(viii) Requirement of capital intensive processes or labor
intensive processes
(ix) Decision regarding manufacture or purchase of
components or parts for the manufacturing process
(x) Identification of the optimal means to handle the materials
for the manufacturing process
Presently, a Systems Approach to process planning design
is being followed. Here process planning design is viewed as
a system with the following characteristics:
(i) Interdependence of parts
(ii) A system is composed of several sub-systems each having
its own norms
(iii) Systems are open
(iv) Systems influence and are influenced by other systems
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Unit 5 Product Design, Process Planning and Design
5.4.4 Steps in Process Planning
The main steps in process planning are:
(i) Analysis of the part print to get an overall picture of what is
wanted
(ii) Making recommendations to or consultations with product
engineers or product design changes
(iii) Listing the basic requirements needed to produce the part to
drawing or specifications
(iv) Determining the most practical and economical
manufacturing method and the form of tooling required for
each operation.
(v) Devising the best way to combine the operations and putting
them into sequence.
(vi) Specifying the gauging required for the process.
5.4.5 Process Design
The different types of process design are:
(i) Job shop technology: It is suitable for a variety of custom-
designed products in small volumes.
(ii) Batch technology: It is suitable for a variety of products in
varying volumes.
(iii) Assembly line technology: It is suitable for a narrow range
of standardized products in high volumes.
(iv) Continuous flow technology: It is suitable for producing a
continuous flow of products.
Fig 5.3: Process Life Cycle
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Product Design, Process Planning and Design Unit 5
5.4.6 Process Research
The different concepts in process research are:
(i) Flexible manufacturing system (FMS): It is a computer-
controlled process technology suitable for producing a moderate
variety of products in moderate. It aims at producing a moderate
variety of products in moderate and flexible quantities. The main
characteristics of an FMS are:
(a) All products are variations of a stable basic design
(b) All products utilize the same family of components
(c) The number of components is only moderate (10 to 50)
(d) The volume of each component is moderate (1,000 to
30,000 units annually), but in lot sizes as small as one
unit.
(ii) Computer Integrated Manufacturing (CIM): It is a computer
information system utilizing a shared manufacturing database for
engineering design, manufacturing engineering, factory production
and information management.
(iii) Computer-aided Design (CAD): It refers to software that
helps any designer to make three dimensional design of a product
on a computer and visualize the design from different angles. The
most common versions of this software is available as AutoCAD.
(iv) Computer-aided Manufacturing (CAM): It refers to the
manufacturing systems utilizing computer software programs that
control the actual machine on the shop floor.
(v) Group Technology: This is manufacturing philosophy in
which similar component /parts are identified and grouped
together to take advantage of their similarity in design and
production.
(vi) Cellular Manufacturing: Cellular manufacturing is an
application of group Technology in which dissimilar machine/
process are segregated into sales, cash of which is dedicated to
the production of a part family.
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Unit 5 Product Design, Process Planning and Design
Design of service and service processes: This is clearly
shown in Fig 2.5 below.
Fig 5.4: Design of service and service processes
5.4.7 Capacity Considerations in Process Design
The main capacity considerations in process design are:
(i) Proper process quality control so that there are lesser
defective items requiring rework
(ii) Proper facility location, layout and internal working
conditions
(iii) Making products and services as uniform as possible
in design so that the number of set ups required are
less.
(iv) Proper training and motivation for the workers
(v) Proper coordination with the suppliers for timely and
defect free supplies
(vi) Proper scheduling of products on machines
(vii) Proper adherence to environment friendly norms and
practices
CHECK YOUR PROGRESSQ 4: Which of the following processes is
continuous in nature with very long set-
up time as well as very long duration? (In
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Product Design, Process Planning and Design Unit 5
this case products are produced in higher volumes and are
highly standardized with almost no variety).
(a) Quasi-Manufacturing (b) Batch Process
(c) Continuous Process (d) None of these
Q 5: Which of the factors influence selection of processes in
product design and development?
(a) Market conditions (b) Continuous Requirements
(c) Raw materials (d) All of these
Q 6: Which of the following is not a capacity considerations in
process design?
(a) Proper process quality control so that there are lesser
defective items requiring rework
(b) Proper facility location, layout and internal working
conditions
(c) Making products and services as uniform as possible in
design so that the number of set ups required are less.
None of these
5.5 LET US SUM UP
In this unit, the following modern production management tools
have been discussed:
• The purpose of product design and analysis is to determine and
specify products that will be profitable to manufacturers and
distributors and will give human satisfaction.
• The steps in new product development are New product strategy
development, Idea generation, Screening and evaluation, Business
Analysis, Development, Testing, and Commercialization.
• The purpose of process planning and design is to determine the type
of productive process and the appropriate span of time to complete
that.
• The different types of process design are Job shop technology, Batch
technology, Assembly line technology, and Continuous flow
technology.
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Unit 5 Product Design, Process Planning and Design
5.6 FURTHER READINGS
Industrial Engineering and Production Management by M.S. Mahajan,Dhanpat Rai and Company Private Limited, pp.780-784.
Operations Management by M.S. Mahadevan, Pearson Education,pp.474-509.
Production and Operations Management by E.E.Adam and R.J. Ebert,Prentice Hall of India Private Limited, pp.521-549.
Production and Operations Management by K. Aswathappa K.S. Bhat,Himalaya Publishing House, pp.294-322.
Production and Operations Management by K. Bedi, Oxford UniversityPress.
Production and Operations Management by S.N. Chary, Tata-McGrawHill Publishing Company Limited, pp.23.1-23.16.
Production and Operations Management by R. Panneerselvam,Prentice Hall of India Private Limited, pp.264-279.
Production and Operations Management by J.P. Saxena, Tata-
McGraw Hill Publishing Company Limited, pp.359-379.
5.7 ANSWERS TO CHECK YOUR
PROGRESS
Ans to Question No.1: (d) all of these
Ans to Question No.2: (b) Economic Analysis
Ans to Question No.3: (a) Reverse Engineering
Ans to Question No.4: (c) Continuous Process
Ans to Question No. 5: (d) All of these
Ans to Question No. 6: (d) None of these
5.8 MODEL QUESTIONS
Q.1) Explain the generic concept development process for new productand service development.
Q.2) What are the main steps in process planning?
Q.3) What are the main capacity considerations in process design?
* * *