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1、GOM3 ProductDesignandProcessSelection TheProductDesignProcess MajorBusinessFunctionsInvolvedintheProductDevelopmentProcess CustomerMarketsystem Marketing Sales Advancedresearch Productdesign Processplanning production CustomerMarketsystem Needs Customerorders Calls Promotion NewProductideas Products
2、pecifications Technicalconcepts Productionorders Products Marketing Sales ProductDevelopment Manufacturing TheProductDesignProcess PHASEConceptDevelopmentProductarchitectureConceptualdesignTargetmarketProductPlanningMarketbuildingSmall scaletestingInvestment financialProduct processEngineeringDetail
3、eddesignofproductandtools equipmentBuilding testingprototypesPilotProduction Ramp UpVolumeproductionproveoutFactorystart upVolumeincreasetocommercialtargets ProjectMonthsbeforeMarketBeginsmarketintroductionintroduction36271890 SCHEDULE TYPICALPHASESOFPRODUCTDEVELOPMENT Concept Programapproval Design
4、 planning Firstfullprototype Product Process Finalengineeringrelease Pilotproduction Marketintroduction Ramp up TheProductDesignProcess TheProductDesignProcessDesign build testcycleEngineering release or sign off ConcurrentEngineering CE Threetypesofteams aprogrammanagementteam atechnicalteam andnum
5、erousdesign buildteams 4 ConcurrentEngineering Concurrentengineeringcanbedefinedasthesimultaneousdevelopmentofprojectdesignfunctions withopenandinteractivecommunicationexistingamongallteammembersforthepurposesofreducingtimetomarket decreasingcost andimprovingqualityandreliability 5 DesigningfortheCu
6、stomer IndustrialDesignAestheticsErgonomicsQFD qualityfunctiondeployment IsausefultoolforhelpingtoensurethatdesignsfornewproductsandservicessatisfymarketrequirementsandareultimatelyproduciblebythefirmVA VE valueanalysis valueengineering 6 QualityFunctionDeployment Interfunctionalteamsfrommarketing d
7、esignengineering andmanufacturingVoiceofthecustomer customerrequirement HouseofQuality HouseofQuality 7 8 VA VE AchieveequivalentorbetterperformanceatalowercostwhilemaintainingallfunctionalrequirementsdefinedbythecustomerDoestheitemhaveanydesignfeaturesthatarenotnecessary Cantwoormorepartsbecombined
8、intoone Howcanwecutdowntheweight Aretherenonstandardpartsthatcanbeeliminated 10 DesignforManufacturingandAssembly GreatestimprovementsrelatedtoDFMAarisefromsimplificationoftheproductbyreducingthenumberofseparateparts 1 Duringtheoperationoftheproduct doesthepartmoverelativetoallotherpartsalreadyassem
9、bled 2 Mustthepartbeofadifferentmaterialthanorbeisolatedfromotherpartsalreadyassembled 3 Mustthepartbeseparatefromallotherpartstoallowthedisassemblyoftheproductforadjustmentormaintenance ProcessSelection ProcessSelection Referstothestrategicdecisionofselectingwhichkindofproductionprocessestohaveinth
10、eplantTypesofProcesses ConversionProcesses changingironoreintosteelsheetsFabricationProcesses forminggoldintoacrownforatoothAssemblyProcesses assemblingafendertoacarTestingProcesses ProcessSelection ProcessFlowStructuresJobshop productionofsmallbatchesofalargenumberofdifferentproductsBatchshop asome
11、whatstandardizedjobshopAssemblyline productionofdiscretepartsmovingfromworkstationtoworkstationatacontrolledrate followingthesequenceneededtobuildtheproductContinuousflow conversionorfurtherprocessingofundifferentiatedmaterialssuchaspetroleum chemicals orbeer TheVirtualFactory Source ModifiedfromRob
12、ertHayesandStevenWheelwright RestoringOurCompetitiveEdge CompetingthroughManufacturing NewYork JohnWiley Sons 1984 p 209 13 Product ProcessMatrix FlowDiagrams Pointscriticaltothesuccessoftheservice Pointsatwhichfailureismostoftenexperienced Servicevisibletocustomer Servicenotvisibletocustomer Partsa
13、vailable Correctiveworknecessary Repairnotauthorized Repaircomplete Partsnotavailable Repairauthorized DesigningGlobalProductsandServices Customized Periphery LargeStandardizedCore IdealGlobalProducts Platform thechassisandrelatedparts forAutomotiveIndustry High Low Low High BreadthOflineInEachCount
14、ry GlobalProductStandardization European OptionsinGlobalProductLineStrategy BusinesscanstandardizetheworldwidemixofProductsaswellasthecontentofaproduct AnAmericanchemicaladditivescompanyversusItsEuropeancompetitor Didthecompetitor sapproachsuggestthatcustomerneedswereasdifferentasthisbusiness sexecu
15、tivesassumed 2 Didthisbusiness sproductlinestrategyincurunnecessarycosts American DesigningGlobalProductsandServices BenefitsCostReductionThehigherthedevelopmentcostrelativeToexpectedrevenues themoreneedthereIstodevelopafewglobalorregionalproductsRatherthanmanynationalproductse g ethicaldrugsImprove
16、dQualityReducingtheworldwidenumberofproductsallowsfinancialandmanagementresourcestobefocusedonthesmallernumberofproductsEnhancedCustomerPreferenceHertzlessonCompetitiveLeverageJapaneseexperiencesuggeststhatsmallerCompetitorsmayhavegreaterneedforStandardizedproducts DrawbacksSomeaspectsofnationalneedsmayHavetobesacrificedCanonchosetodesignfromscratchaglobalproducts NewGlobalProcessofNPD TheprocessofNewProductDevelopment NPD akeynetworkoffunctionsandsubsidiaries isreceivingincreasingattentionforse
