Chapter 3 Product Develop Met Handout MBA
Chapter 3 Product Develop Met Handout MBA
Chapter 3 Product Develop Met Handout MBA
Product Development: A process to generate concepts, designs, and plans for services and goods that an organization can provide to its customer.
Time-toTime-to-market: 3 - 5 years
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Gate 0 Go/No-Go Stage 0 Idea Validation * Asssessment Team * Economic and Technical Feasibility * Present Capabilities * Quantify Critical Succes Factors * Business Plan Stage 1 Conceptual Design
Gate 1
Gate 2
Gate 3
* Team Selection * Customer Requirements * Technology Selection * Finalize Critical Succes Factors * Develop the Action Plan * Financial Projection
Flow of product
Source: Northern Telecom, Inc.
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2. 3.
Dividing a big product development project into smaller and more manageable stages. Dividing responsibilities Dividing resources (time, money, equipment)
Stage 0
= Initial Assessment = Idea Validation = Fuzzy Front-End Activities Front-
Clear product concept (aligned with customer needs). Clear product definition. Clear project plan (resource requirement, etc.)
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3.
Original concept: Auto industry: platform = chassis Complete platform: Chassis, engine, transmission, axles. Example: Ford F-150, Ford Expedition, Lincoln FNavigator, Lincoln Blackwood (discontinued), and Lincoln Mark LT use the same platform. New Users: IBM, Toshiba, Sony (e.g. walkman) , etc.
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Reducing product development time and cost Reducing manufacturing cost (sharing similar components, tools, jigs, etc.) Reducing risk (by using proven technology and product)
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Borrowing suppliers technologies. Examples: Auto manufacturers/Original Equipment Manufacturers/OEMs and their main suppliers Toyota and Denso (formerly known as Nippon Denso) BMW and Robert Bosch Chrysler and Dana Corporation GM and Delphi Automotive Ford and Visteon Shifting product development workload to suppliers Reducing product development time and cost Developing good supplier relationship
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2. 3. 4.
First user: Mitsubishi Kobe Shipyard (Shipbuilding), Kobe, Japan. Auto industry in Japan Larry Sullivan from Ford Motor Co Auto Industry in the US
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GM: Electronic Data System (EDS) Unigraphics Chrysler: France s Dassault Systemes CATIA Ford: Structural Dynamics Research Corp. (SDRC) IDEAS
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Question:
How do you exchange information among different CAD systems? How do you solve incompatibility issues among different CAD systems? How do you exchange information between a CAD system, Computer Aided Manufacturing (CAM), Computer Aided Engineering (CAE) and other computerized systems? Answer: Next page
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ISO 10303: STEP - Standard for the Exchange of Product Model Data
The official title of ISO (International Organization for Standardization) 10303 is Industrial automation systems and integration Product data representation and exchange. exchange. ISO 10303 is known as STEP or the Standard for the Exchange of Product model data. It data. is an International Standard for the computercomputerinterpretable representation and exchange of industrial product data.
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ISO 10303: STEP - Standard for the Exchange of Product Model Data (cont).
The objective is to provide a mechanism that is capable of describing product data throughout the life cycle of a product, independent from any particular system. The nature of this description makes it suitable not only for neutral file exchange, but also as a basis for implementing and sharing product databases and archiving. Typically STEP can be used to exchange data between CAD, CAD, Computer Aided Manufacturing (CAM), Computer Aided Engineering (CAE) and other systems. STEP is addressing product data from various industries such as mechanical, automotive, aerospace, building construction, ship, oil & gas, process plants and others.
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Question: Is it possible to predict whether a new product will be a successful product in the market?
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Inventor: Robert G. Cooper, Ph.D. Using historical data from hundreds of product development successes and failures Users: Procter and Gamble, Exxon, etc. Using a multiple regression analysis
Y = a + b1 (X1) + b2 (X2) + + b9 (X9) Dependent variable: Y = degree of product success Independent variables: X1, X2, , X9 (next page)
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1. Product superiority/quality 2. Economic advantage to the user 3. Overall company/project fit 4. Technological compatibility 5. Familiarity to the company 6. Market growth & need 7. Competitive situation 8. Defined opportunity 9. Project definition
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If you use NewProd, you will be able to predict the success of your product 68 - 85% of the time
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