Product Design - JSW

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PRODUCT DESIGN & TECHNOLOGICAL ISSUES– “JINDAL STEEL LIMITED”

VISION

•PREPARATION AND GROOMING OF THE NEXT GENERATION OF YOUNG THINKERS.•CONTINUOUS IMPROVEMENT OF COST STEWARDSHIP IN THE VALUE CHAIN.•ABILITY TO NURTURE LASTING CUSTOMER RELATIONSHIPS, BY ANTICIPATING NEEDS AND DELIVERING BEYOND EXPECTATIONS.•CATALYST FOR GROWTH AMONGST THE NATION’S STEEL INDUSTRIES.•MARKETING OF VALUE ADDED BRANDED PRODUCTS FOR BOTH DOMESTIC AND GLOBAL MARKETS.

COMPANIES UNDER THE JSW FLAGSHIP

•JSW Steel Ltd.•JSW Energy Ltd.•JSW Holdings Ltd.•JSW Infrastructure and Logistics Ltd.•Vijayanagar Minerals Pvt. Ltd.•Jindal Praxiar Oxygen Co. Ltd.•JSoft Solutions Ltd.

JINDAL VIJAYANAGAR STEEL PLANT

PRODUCTS ARE TANGIBLE ITEMS THAT ARE USUALLY PRODUCED IN ONE LOCATION AND PURCHASED IN ANOTHER. THEY CAN BE TRANSFERRED FROM ONE PLACE TO ANOTHER AND STORED FOR PURCHASE BY A CONSUMER AT A LATER TIME.

WHAT IS A PRODUCT???

• GOODS : CARS, MACHINERY, STEEL COILS, ETC.

• SERVICES : HOTELS, HOSPITALS, LAW OFFICES, PUBLIC UTILITIES, ETC.

• CONTRACTS : INTERNET, MAINTENANCE, HEALTH CARE, SECURITY ORGANIZATIONS.

The entrepreneur planning a business

EVERYONE DESIGNS

The team building a rocket

Their Results Differ

So do their goalsSo do the scales of their projectAnd the media they use.

Even their actions appear

quite different

What’s similar is that they are designingIf we wish to improve our products, we must improve our processes;We must continually redesign not just our products but also the way we design.

THAT’S WHY WE STUDY THE DESIGN PROCESS

To know what we do and how we do

To understand it and improve it

PRODUCT DESIGNPRODUCT DESIGN IS AN ACTIVITY WHICH DEFINES AND REACTS TO SOCIETY AND CULTURE, SHAPING OUR ENVIRONMENT, FACILITATING DAILY LIFE AND PROVIDING A POWERFUL MEDIUM FOR COMMUNICATION AND EXPRESSION.

•A NEW PRODUCT IS BOTH A PHYSICAL PRODUCT AND A PSYCHOLOGICAL POSITIONING.•THE DESIGN PROCESS IS INTERACTIVE.•BOTH PREDICTION AND UNDERSTANDING ARE NECESSARY.•THE LEVEL OF ANALYSIS SHOULD BE APPROPRIATE TO THE STRATEGIC DECISION.•THE DESIGN PROCESS BLENDS MANAGERIAL JUDGMENT WITH QUALITATIVE AND QUANTITATIVE TECHNIQUES.

KEY POINTS OF THE DESIGN PROCESS

PRODUCT DESIGN PROCESS

TransformationProcessInput Output

Feedback

Raw Material;Machines;Building

Changes the physical characteristics of the material;Changes the locationof the material

Finished product;Price of the product;Safety of the customers

Control of operations system;Customer satisfaction;Product enhancement

PRODUCTS

HOT ROLLED COILS• CAPACITY 3 MTPA• THICKNESS 1.6-150 mm• WIDTH 900-1500 mm• LENGTH 2000-9000 mm• THICKNESS IS-1852• WIDTH TOLERANCE

-20/+20 mm

APPLICATIONS:

• AUTOMOBILE

• BOILER & PRESSURE VESSELS

• SHIP BUILDING

• RAILWAYS

• TRANSMISSION

TOWERS

• COAL & MINING

HOT ROLLED PLATES & SHEETS

• THICKNESS 8-150 mm• WIDTH 800-1500 mm• LENGTH 2440-12000 mm

DIMENSIONS:

Thickness Tolerance

8-12 +/-0.30 mm

>12-16 +/-0.40 mm

>16-25 +/-0.50 mm

>25-63 +/-0.60 mm

>63 +/-2% of thickness

Pdt Thickness Price(Rs./kg)

1.6 mm 29.45

2.0 mm 28.05

2.5/2.6 mm 27.80

3.0/4.0 mm 27.50

5-10 mm 27.50

12 mm 28.00

THICKNESS 1.6-6 mmWIDTH 900-1250 mm

APPLICATIONS• REMOVAL OF IRON

OXISDED• SCALE-FREE & RUST-

FREE• BRIGHT & CLEAN

SURFACE FINISH• IMPROVED FLATNESS• READY-TO-USE

HR PICKLED & OILED

APPLICATIONS• AUTOMOBILE• GENERAL

ENGINEERING & FABRICATION

• PACKING• FURNITURE• DRUMS/BARRELS

COLD ROLLED COIL & SHEETS

CRCA

• THICKNESS 0.80 mm

• BASIC PRICE

Rs. 31.50/kg

DESIGN A PRODUCT FOR THE CUSTOMERS:

1.RESEARCH AND DEVELOPMENT2.REVERSE ENGINEERING3.ROBUST DESIGN4.CONCURRENT ENGINEERING5.VALUE ENGINEERING/VALUE ANALYSIS6.MODULAR DESIGN7.STANDARDIZED DESIGN8.DESIGN FOR MANUFACTURABILITY9.DESIGN FOR ASSEMBLY10.QUALITY FUNCTION DEPLOYMENT

• PHASE-0: PLANNING

• PHASE-1: CONCEPT DEVELOPMENT

• PHASE-2: SYSTEM-LEVEL DESIGN

• PHASE-3: TESTING & REFINEMENT

• PHASE-4: PRODUCTION RAMP-UP

PRODUCT DEVELOPMENT PROCESS

PERFORMANCE MEASURES IMPACT OF

DIMENSION COMPETITIVENESS

TIME TO MARKET FRQ OF NEW PDT INTRO RESPONSIVENESS TO CUSTOMERS TIME FROM INITIAL CONCEPT QUALITY OF DESIGN

NUMBER STARTED & COMPLETED FREQUENCY OF PROJECTS ACTUAL VERSUS PLAN

PRODUCTIVITY ENGG HOURS PER PROJECT NO. OF PROJECTS COST OF MATERIALS FREQUENCY OF PROJECTS TOOLING PER PROJECT ECONOMICS OF DEVELOPMENT

QUALITY CONFORMANCE – RELIABILITY REPUTATION–CUSTOMER LOYALTY DESIGN RELATIVE ATTRACTIVENESS YIELD – FACTORY & FIELD PROFITABILITY – COST OF SERVICE

PERFORMANCE MEASURES FOR DEVELOPMENT PROJECTS

• STEP 1: PICK A PRICE PRODUCT DEVELOPMENT

• STEP 2: CHOOSE A MANUFACTURER SUPPLIERS & PURCHASING

• STEP 3: DESIGN THE PRODUCT

• STEP 4: SELL IT

STUDYHOW JINDAL DESIGNS ITS STEEL COILS

MARKET

VOLUME

A

A

PRODUCT

PROCESS

B

B

TECHNOLOGY DEVELOPMENT

APPLICATIONLAUNCH

APPLICATIONGROWTH TIME

MATURE TECHNOLOGY

TECHNOLOGY SUBSTITUTION

TECHNOLOGY LIFECYCLE

COMPETITORS• TATA STEEL LIMITED• STEEL AUTHORITY OF INDIA• VIZAG STEEL PLANT

CUSTOMERS

• HERO CYCLES

• INDIAN OIL

• BAJAJ AUTOMOBILES LIMITED

• TUBE PRODUCT OF INDIA

COST

• RELATIVELY HIGHER AS THE ACCEPTANCE OF SMALLER ORDERS

• SPECIFIC REQUIREMENTS

REFERENCES• http://wrightreports.ecnext.com/coms2/

reportdesc_PRICE_C356AK430• www.jsw.in• www.jvsl.com/orga.htm• Production & Operations Management, Text & Cases,

Upendra Kachru• http://www.jsw.in/companies/JSWSteel_price.shtml# -

PROCESS FLOW• www.wikipedia.com• www.google.com• www.mysteelagent.com

…..???

THANKS!!!

Presented By:-GUNJAN KANWAR