14708421 Product Design and Development

8/9/2019 14708421 Product Design and Development

1/34

PRODUCT DESIGN

AND DEVELOPMENT


2/34

PRODUCT DESIGN


3/34

Product design can be defined as the ideageneration, concept development,testing

and manufacturing or implementation

of a physical object or service.

Product Design
http://en.wikipedia.org/wiki/Ideahttp://en.wikipedia.org/wiki/Concepthttp://en.wikipedia.org/wiki/Test_methodhttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Manufacturinghttp://en.wikipedia.org/wiki/Test_methodhttp://en.wikipedia.org/wiki/Concepthttp://en.wikipedia.org/wiki/Idea


4/34

w Be competitive

w Increase business growth & profits

w Avoid downsizing with development of newproducts

w Improve product quality, reduce labor and

material cost (if its a re-design)w To open a new business

Reasons for Product Design


5/34

n Research and Developmentn Reverse Engineeringn Manufacturabilityn Standardizationn Modular Designn Robust Designn Computer-Aided Designn Concurrent Engineering

Concepts in Product Design


6/34

s Organized efforts to increase scientific

knowledge or product innovation & mayinvolve: Basic Research advances knowledge

about a subject without near-termexpectations of commercial applications.

Eg: Newtons Law of gravity was afundamental research but it did not haveimmediate application

Applied Research achieves commercial

applications. Developmentconverts results of appliedresearch into commercial applications.

Research & Develo ment R&D


7/34

Reverse engineeringis thedismantling and inspecting of acompetitors product to discover

product improvements.Eg: Many companies have to followthe reverse engineering approach inorder to break Sonys monopoly fornew products in shortest possibletime.

Reverse Engineering


8/34

s

Manufacturability is the ease offabrication and/or assembly which isimportant for: Cost

Productivity

Quality

Manufacturability


9/34

s Standardization Extent to which there is an absence of

variety in a product, service or process

s Standardized products areimmediately available to customers

Standardization


10/34

Modular design is a form of standardization inwhich component parts are subdivided intomodules that are easily replaced orinterchanged. It allows:

easier diagnosis and remedy of failures easier repair and replacement

simplification of manufacturing and

assembly

Modular Design


11/34

Robust Design: Design that resultsin products or services that canfunction over a broad range ofenvironmental conditions

Eg: A jeep is more robust in design thana small car as it can be effectivelyused in hilly areas with poor roads.

Product is designed so that

variations in production or assembly donot adversely affect the product.

Robust DesignRobust Design


12/34

n Design approach that uses ___________teams to _____________ design the

product & processn Replaces a traditional ___________

approach where one group does their part& then hands off the design to the nextgroup

ConcurrentConcurrent

multifunctional

simultaneously

over-the-wall


13/34

s Computer-Aided Design (CAD) isproduct design using computergraphics.

increases productivity of designers, 3to 10 times

creates a database for manufacturinginformation on product specifications

provides possibility of engineering andcost analysis on proposed designs

Computer-Aided Design


14/34

Operations ManagementDesirable Features in Product Design

vMinimize number of parts

vUse common components and processes

vStandardize components and tools

vSimplify assembly through ease to usefasteners, orientation & accessibility and fool-proofoperations and assembly

vUse modularity to obtain variety

vMake product specifications and tolerancesreasonable

vDesign products to be robust


15/34

Design Change to Reducethe Number of Parts in a Bracket


16/34

PRODUCT DEVELOPMENT


17/34

s A Product Development Process isthe entire set of activities required to

bring a new product concept to a stateof market readiness.

s PD is the organization and

management of people and theinformation they develop in theevolution of a product.

Product development


18/34

To satisfy consumers (Demand)

To create new jobs (Irish Economy) To maintain margins (Market share)

To expand the business (Growth)


19/34

Post-launchreview

Full Launch

Market promotions Distribution

processesactivated

Production of newoffering and ramp-up

Commercialisation

Need to rethink thenew offering or

productionprocesses

Development

Detailedspecifications

Process design Marketing

programdesign

Personneltraining

Testing andpilot runs

Service orproduct notprofitable

Analysis

Detailedreview ofmarketpotentialand

productioncosts

New Product DevelopmentProcess

Design

Developmentstrategy

Idea generationand screening

Servicepackage orproductarchitectureformulation

Productionfeasibility


20/34

PRODUCT LIFE CYCLE


21/34

Product Life-Cycle Stages

s Product development

s Introduction

s Growth

s Maturitys Decline

s Begins when thecompanydevelops a new-product idea

s Sales are zero

s Investment costs

are highs Profits are

negative

PLC Sta esPLC Stages


22/34



s Introduction

s Growth

s Maturitys Decline

s Low sales

s

Creates awarenessin the market

s High cost percustomer acquired

s

Negative profitss Innovators are

targeted

s Little competition



23/34



s Introduction

s Growth

s Maturitys Decline

s Rapidly rising sales

s

Average cost percustomer

s Rising profits

s Early adopters are

targeteds Growing competition



24/34



s Introduction

s Growth

s Maturitys Decline

s Sales peak

s

Low cost percustomer

s High profits

s Middle majority are

targeteds Competition begins

to decline



25/34



s Introduction

s Growth

s

Maturitys Saturation

s Decline

s Costs becomecounter-optimal

s Sales volumedecline or stabilize

s Prices, profitabilitydiminish

s Profit becomes morea challenge ofproduction/distribution efficiency thanincreased sales



26/34



s Introduction

s Growth

s Maturitys Decline

s

Declining saless Low cost per customer

s Declining profits

s Laggards are targeted

s Declining competition

s Product to be re-modified, or replacedwithin the market



27/34

Competitive Priorities

Cost 1.Low-costoperations

Quality 2.Top quality

3. Consistentquality

Time 4.Delivery speed

5. On-timedelivery

6.Development speed

Flexibility 7.Customization

8. Variety

Quality

Pric

T

Flexibili

Differentiation

Service

Business organizations compete with one another in a variety ofways. These includes


28/34


29/34

Within a given industry or market, certain competitivepriorities can be identified as being either orderwinners or order qualifiers.

Order Qualifiers they are the basic criteria thatpermit the firms products to be considered ascandidates for purchase by customers.

A brand name car can be an orderqualifier

Order winners they are the criteria thatdifferentiates the products and services of onefirm from another.

Repair services can be orderwinners Examples: Warranty,Roadside Assistance, Leases, etc.

ORDER WINNERS AND


30/34

Value engineering is a systematicapplication of recognized techniqueswhich identifies the function of product,

assigns monetary values to them andtries to fulfill the functions at reducedcosts without compromising onperformance.

Its Objective is to achieve equivalent /better performance at lowest total cost,maintaining all functional requirements

Value Engineering


31/34

s General phase: team work ,goods, raw materials byjudgement etc

s Information phase: customer need, customer demand,alternatives, cost of competitive product, material available,

technology, condition of product to be performed.s Function phase: identfies the function of the product,

assigns monetary value, identifies the poor value, creativityof product

s Evaluation phase: product is evalues on the basis of

funtionality, reliability, athestic, cost.s Investigation: we convert workable and sellable product into

practical aspects.

s Recommendation: we recommend to discontinue thoseproducts which do not add value.

Steps and Phases in Value


32/34

CONCLUSION

Hence, the economic success ofmanufacturing firms depends on their

ability to identify the needs of thecustomers and to quickly createproducts that meet these needs andcan be produced at low costs.


33/34

Reference:

s Product design and development Karl T. Ulrich and Steven D. Eppinger

s Production and OperationsManagement- RC Manocha

s Production and Operations

Management- Kanishka Bedi


34/34

THANK YOU

14708421 Product Design and Development

Documents