Concept Design Services Case Study

7/24/2019 Concept Design Services Case Study

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CONCEPT DESIGN

SERVICES

Azalia M Indra | Rizki Nasibah | KurniaKhafdatur | Helmina Ardiyan

MM Reguler 13


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CASE FACTS

Over a 10 yer perid !"# $tally trans%rm the utlk& resur'es& and prspe'ts()rm bein* an in+ard,lkin* manu%a'turin* 'mpany be'me a 'ustumer %'used&inte*rated servi'e prvider( )rm lar*ely 'mmdity supplier& !"# have be'mekn+n %r value added and innvatin desi*ns

-ames $hmpsn is !.O % !n'ept "esi*n #ervi'e /!"#(

!n'ept "esi*n #ervi'e /!"# +as believed t be ne % .urpes mst prftableplasti' husehld prdu'ts /2hme+are bussiness

1340s !"# had 'han*ed the name as )'us 5lasti's& the 'mpany *r+th had'me initially %rm the manu%a'ture % 'mple6 in7e'tin,mulded plasti''mpnents %r lar*e industrial 'ustmers( It had rapidly e6tended its ran*e tin'lude ppulas husehld items su'h as +ashin*,up b+ls& pedal bins& baby baths&

bu'ket and dustpans( $hese +ere slds under the )'us brand name( 8y the early 1990s, the homewhere bus!ess h"# grow! to "$$ou!t %or o&er


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!A#. )A!$#/'ntinued

$he 5rdu'ts

1393 the 'mpany prdu'ed arund :00hme+are st'k,keepin* units /#K;s& and haddevelped a reputatin as a reliable sur'e %supply % 'nsistently hi*h,


4/17

!A#. )A!$#/'ntinued

Market 5sitinin*

=inda )leet as !"#s Marketin* "ire'tr&7ined the 'mpany in early 1330s(5revisly +rked in a senir marketin*rle %r lar*e retail 'hain % paint and+allpaper retailers

)irst ne+ ran*e % kit'hen items +as

laun'hed in 133:& under the >!n'ept?brand name( @ithin ne year& +e hadver 000 retail utlets si*ned up& andprvided ea'h +ith pint % sale #s)l"+%"$ltes and hgh .u"lt+ bro$hures/

!"#s resear'h indi'ated that sme

'ustmers e)t our )ro#u$ts o!#s)l"+ ! ther t$he!s "s obe$tbe"ut+, or e&e! "s toe!s or s+mbolso% ther l%est+le, rather than hidin*them a+ay in 'upbards(

)r !n'ept brand name& the 'mpanystart %'used n desi*n % the prdu't(

Make any item in any 'lr( $ kee ahead& !"# 'ntinue t laun'h


5/17

!A#. )A!$#/'ntinued

Manu%a'turin* Operatin All manu%a'turin* +as 'arried ut in "

l"rge, le"se#, mo#er! %"$lt+, +hi'h+as l'ated appr6imately 0 m%rom 2e"# O$e

$he %a'try had areas %r re'eivin* and

hldin* ra+ materials& and themuldin* area in'lude :B lar*ein7e'tin,muldin* ma'hines

$he mst re'ent had robot$ #e&$est remo&e -!she# )ro#u$ts %rmthe ma'hines t pla'e them n

'nveyrs leadin* to the )"$!g"re"

5rdu'ts& and individual 'mpnents %prdu't& +ere mved t thhe pa'kin*area& +here they +ere assembledandCr labelled /+here re


6/17

$he Su))l+ Ser&$es De)"rtme!t % the !mpany w"s reg"r#e# "s the he"rt o% the$om)"!+s 'ustmer servi'e drive& t inte*rate the eDrts % desi*n& manu%a'turin* and sales(& ithas t+ %un'tins E

5lan and #'hedule prdu'tin in rder t maintain inventry availability

5lan distributin % prdu'ts %rm +arehuse t 'ustmer(

#andra @hite& /#upply #ervi'e 5lannin* Mana*er respnsible %r the s$he#ul!g "llm"!u%"$tur!g "!# #strbuto!and %r m"!t"!!g !&e!tor+ le&els %or "llw"rehouse tems,prepared )er%orm"!$e re)orts, mo!tor!g the utls"to! o%e.u)me!t& out)ut r"tes %or e"$h )ro#u$t "!# s$r") r"tes/

4!#" 5leet did nt %ten %ell the need t intervene in the day,t,day +rkin*s % thedepartment& )re%err!g to $o!$e!tr"te n the more !!o&"to! ore!t"te#"$t&tes o% the M"ret!g De)"rtme!t

Relative "uto!om+ "llowe# S"!#r" to o)tmse the )l"!!!g throughout the!ter!"l Su))l+ Ch"!/

Tr+ to est"blsh " )re%erre# se.ue!$e o% )ro#u$to! o% e"$h m"$h!e "!#moul#/ To m!mse set6u) tmes,


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!are%ul s'hedulin* is imprtant t maintain utilisatin& $he %a'try is usually nt s'heduled %r +eekend prdu'tin& and maintenan'e is

usually per%rmed n #aturday mrnin*s(

+ith the +ider prdu't ran*e& n+ at abut:F00 #K;s& this +as sme+hat inevitable

$he pi'k rate help t measures the availability % fnished *ds inventry&

.verythin* +uld be fne i% +e +ere able t sti'k t s'hedules

the market is dynami' and 'ntinual s'hedule 'han*es aDe't utilisatin& eG'ien'y and

s'rap rates( !ertainly better marketin* %re'asts +uld help(but even ur +nprmtins are smetimes r*anised at su'h shrt nti'e that +e %ten *et 'au*ht +ithst'kuts

!n'ept prdu'ts are mu'h mre seasnal& +hi'h makes 'apa'ity plannin* ands'hedulin* very diG'ult at peak times arund Nvember /%r the !hristmas *i%tmarkets and .aster

$he Muld Ma'hine 'mes %rm Kreas #uppliers & this muld Der a hi*h


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$he >!n'ept OG'e? "esi*n Huse brand had been intrdu'ed inlate 1333& and +as per'eived as " &er+ su$$ess%ul e!tr+ !to" !ew m"ret& emplyin* many % the marketin* ideasdevelped +ith the !n'ept husehld ran*e(

=inda )leet sa+ an in'reasin* rle %r 'llabrativearran*ements( >It may be that they are seein* a %undamental'han*e in h+ they d business +ithin their industry(

!"# had several partnerships +ith the Italian desi*n huses& andthey are mst su''ess%ul 'mpanies % Italian desi*n( # they *tthe patent % their desi*n s their manu%a'turin* departmentmade the same desi*n( and they +ere able t translate the mstdiG'ult te'hni'al desi*n int manu%a'turable stable prdu'ts(


9/17

5RO8=.M #$A$.M.N$ 5rblem E

,$he market is dynami' and 'ntinual s'hedule& 'han*es aDe'tutilisatin& eG'ien'y and s'rap rates( !ertainly better (marketin* %re'asts+uld help

, 8ut& ur +n prmtins are smetimes r*anised at su'h shrt nti'ethat +e %ten *et 'au*ht +ith st'kuts(

>Mst % ur time is spent plannin* the prdu'tin and delivery s'hedules%r !n'ept prdu'ts& +hi'h invlves a vast ran*e % mulded parts& bu*ht,in 'mpnents& pa'ka*in*& and fnished *ds

$he 8i**est 5rblem in this #upply #ervi'e "epartment & there is a la'k %mana*ement t prdu'e the prdu't brand bth )'us and !n'ept(it is'aused by $he "emand % Marketin* are s "ynami'( And the )a'try are

t 'r+ded& t prdu'e bth brand( In !n'lusin& #upply #ervi'e "epartment 7ust able t prdu'e 39J %rm the

"emands(

)r )'us 8rand& it is sh+ Hi*h In'me& %r a prdu'tin and distributin&but the risk are als hi*h( I% this 'mpany 'ant aDrd the demand %Or*anizatin !nsumer& the hi*hest lss +uld be re'eived(


10/17

78ESTIONS1( H+ su''ess%ul have !n'ept "esi*n #ervi'es strate*ies been sin'e the de'isin

t e6it the industrial prdu'ts market:( In +hat +ays have the marketin* strate*ies aDe'ted the a'tivities % the

Manu%a'turin* Operatins and #uply #ervi'es departements

( @hat have been the main %eatures % the strate*ies adpted by Manu%a'turin*and #upply #ervi'es durin* the 1330s @hat peratins,based 'mpetitiveadvanta*es +ere develped under the inLuen'e % these strate*ies @ere the

strate*ies 'learly develped r did they evlve& r bthB( H+ mi*ht the develpment % the desi*n huse and ma7r retailer servi'es

markets aDe't the peratin % the Manu%a'turin* and #upply #ervi'esdepartements Mre spe'if'ally& +hat ne+ 'apabilities may be re


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NS:ERS1( #in'e the de'isin t e6it the industrial prdu'ts market !n'ept "esi*n

#ervi'es /!"# have in'reasin* in in'me and 'mpanys prft( !n'ept

"esi*n #ervi'es /!"# +as in 8:8 business and then it trans%rmed int 8:!business( It +uld be identifed that the industrial markets +ere be'min*mre diG'ult +ith very less prft( $hey have t+ plans %r supply servi'esfrst is plan s'hedule prdu'tin in rder t maintain inventry availability(Other is distributes the prdu't %rm the +arehuse t the 'ustmer( -ust in 1year they had ver 000 retail utlets si*ned up and prvided ea'h +ithpint,%,sale display %a'ilities and hi*h


12/17

( $he main %eatures % the strate*ies adpted by Manu%a'turin* and#upply #ervi'es durin* the 1330s are already have skilled ande6perien'ed labrs t maintain ne+ lar*er ma'hines easily +h %rmedindustrial prdu't( @ith dra+l %rm 'mple6 and 'yni'al industrial

muldin*s and 'n'entrate n husehld prdu'ts(. In 1330 all the inte*rated business +as terminated& be'ause they 'ant

stand +ith ther 'mpetitrs& s then they had hi*h %'us n relativelyne+ market +ith a small numbers % 'mpetitr / blue 'ean strate*yIt +as +idely en%r'in* n 'ustmer %'used servi'e& %rm 8:8 $ 8:!+ith a name brand % > !n'ept? +hi'h prvide a uni


13/17

B( $he develpment % the desi*n huse and ma7r retailer servi'esmarkets that aDe't the peratin % the Manu%a'turin* and#upply #ervi'es departements had several partnerships +ith theItalian desi*n huses& and they are mst su''ess%ul 'mpanies %Italian desi*n( # they *t the patent % their desi*n s theirmanu%a'turin* department made the same desi*n and they +ereable t translate the mst diG'ult te'hni'al desi*n intmanu%a'turable stable prdu'ts( $his type % 'llabratininvlved !"# takin* respnsibility %r the +hle 'ate*ry % plasti'hme +ares %r a lar*e supermarket *rup( And the prdu'tran*es supplied +ere nt parti'ularly adventurus in their desi*nr 'lrs but mst +ere 'learly in the >!ON!.5$? style and %ten'arried the 'n'ept brand(

. !"# had a *d marketin* 'apabilities but they have t desi*n ne+

prdu'ts aspe't %rm the nly kit'hen applian'es like they have t'me up int the %urniture anther desi*nin* feld s maybe they'an *et mre eDe't n market make prft als(


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F( $he re'mmend %r the business t 'ntinue its *r+th insales and prft is stay %'us n their main business&be'ause a *d 'mpany & is a''mpany +h has 'hara'teristi's&ne % them is in* !n'ern r %'us n

their main business( !"# have a *d desi*n in thekit'hen applian'es( And it +as a ne % the best 'mpany% kit'hen applian'e at that time(

A''rdin* t the e6ample 'ase %rm =inda )leet& #ame "esi*n%rm desi*n prdu't is nt *r+in* mre than t years& #& as

per the e6ample !"# have a *reat desi*n in the kit'henapplian'es but they have make 'nsist 'han*e in desi*n +iththe innvative idea( this 'han*e +ill help them t 'ntinue its*r+th in sales prft(


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The Im)ort"!$e o% O)er"to! M"!"geme!t%or CDS

Obe$t&e;

Add alue % their )inal5rdu't

5rdu'ts 5rdu'tivityimprvement /desi*nvalue

!ustmer #atis%a'tinImprvement

!mpetivityImprvement

E*"m)les

Apply the te'hnl*y inaerspa'e se'tr nthme +are items

.6panded int apremium prdu't Market/Hi*h uality Hi*h"esi*n alue

Inte*ratin* ne+%un'tins +ith itsperatins(

Th 4 t t


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The 4"testCo!#to! o%

Co!$e)t Desg!

Ser&$e

N+adays& this 'mpanys& are stille6istin*& but +ith a ne+ G'e and hme

desi*n slutin(


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$.RIMAKA#IH

Concept Design Services Case Study

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