Mata kuliah : J0802 - Produk dan Merk
Tahun
: 2010
Desain dan Pengembangan Produk
Pertemuan 02
Outline
• Desain dan Pengembangan Produk
• Tantangan dalam Pengembangan Produk
Background
The economic success of most firms depend on their ability :
- To identify “the needs of customers”
- “Quickly create product” to meet these needs
- Can be Produced at “low cost”
Achieving these goals is not solely a marketing problem, nor is
it a solely a dsedign problem or manufacturing problem; it is a
product development problem involving all of these functions
Product vs Product Development
A product is something sold by an enterprise to its customers
Product development is the set of activities beginning with the
perception of a market opportunity and ending in the
production, sale and delivery of a product
Who Design and Develops Products
Three functions are almost always central to a product
development project :
• Marketing: Mediates the interactions between the firm and its
customer. Marketing often facilitates the identification of
products opportunities, the definition of market segments
and the identification of customer needs
Who Design and Develops Products
• Design: The design function plays the lead role in defining
the physical form of the product to the best meet customer
needs.
• Manufacturing: Is primarly responsible for designing,
operating and / or coordinating the production system in
order to produce the products
The Composition of a
Product Development Team
For a Electromechanical
Product of Modest
Manufacturing
Engineer
Marketing
Professional
Purchasing
Specialist
TEAM
LEADER
Electronics
Designer
Industrial
Designer
Mechanical
Designer
The Challenge of Product Development
The characteristics that make product development
challenging are:
• Trade offs
• Dynamics
• Details
• Time Pressure
• Economics
• Trade-Offs: One of the most difficult aspects of product of
product development is recognizing, understanding, and
managing such trade-offs in a way that maximizes the
successof product
• Dynamics: Technologies improve, customer preference
evolve, competitors introduce products and
macroeconomics environment shifts. Decision making in
environment of constant change is a formidable task
• Details : Developing a product of even modest complexity
may require thousands of such decisions
• Time Pressure : any one ot these difficulties would be easily
managable by itself given plenty of time, but product
development decission must usually be made quickly and
without complete information
– Economics: Developing, producing and marketing a new
product requires a large investment. The resulting
product must be both appealing to customers and
relatively inexpensive to produce