Design of Goods and Services 10 July Introduction What: Design of goods and services Where: Answer “what should we produce” Why: Produce goods to achieve the mission Product Strategy and Competitive Advantage Differentiation Strategy Cost-Leader Strategy Response Strategy Where New Product Opportunities Come From Economic Change Sociological and Demographic Change Technological Change Political / Legal Change Other Changes Product Life Cycle Sales, Cost & Profit . Cost of Development & Manufacture Sales Revenue Profit Cash flow Loss Time Introduction Growth Maturity Decline Life Cycle and Strategy Strategies change as products move through their life cycle Introduction Growth Maturity Decline Product By Value Analysis Individual Dollar Contribution Total Annual Dollar Contribution Stampede Pancakes $3 $2.2M Whoop-up Bacon $2.50 $3.4M Product Development Stages Idea Generation Does Firm Have Ability to Carry Out? Customer Requirements Functional Specification Product Specification Design Review Test Market Introduction Evaluation Quality Function Deployment Identify customer wants Identify how product will satisfy wants Relate customer wants to product hows Identify relationships between hows Develop importance ratings Evaluate competing products House of Quality Relationship Between Things We Can Do Competitors Cust Importance What The Customer Wants What We Can Do Organizing for Product Development Classic Approach Research and Development Engineering Manufacturing Departments hand product off Organizing for Product Development Product Development Team Approach Team moves product from requirements definition to production Manufacturability Value Engineering Focuses on pre-production design improvement Reduces costs of production Product Design Issues Robust Design Modular Design Computer Aided Design Value Analysis Environmentally Friendly Design Time-Based Competition Rapidly develop products and move them to market Acquire a Firm Joint Venture Alliance Defining the Product Engineering Drawing Bill of Materials Assembly Drawing Assembly Chart Route Sheet Work Order Engineering Change Notice