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Design of Goods and Services. Introduction What: Design of goods and services Where: Answer what should we produce Why: Produce goods to achieve the mission.

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Presentation on theme: "Design of Goods and Services. Introduction What: Design of goods and services Where: Answer what should we produce Why: Produce goods to achieve the mission."— Presentation transcript:

1 Design of Goods and Services

2 Introduction What: Design of goods and services Where: Answer what should we produce Why: Produce goods to achieve the mission

3 Product Strategy and Competitive Advantage Differentiation Strategy Cost-Leader Strategy Response Strategy Product Decision: develop and implement a product strategy that meets the demands of the marketplace with a competitive advantage

4 Where New Product Opportunities Come From Economic Change Sociological and Demographic Change Technological Change Political / Legal Change Other Changes

5 Product Life Cycle Sales, Cost & Profit. IntroductionMaturityDeclineGrowth Cost of Development & Manufacture Sales Revenue Time Cash flow Loss Profit

6 Life Cycle and Strategy Strategies change as products move through their life cycle Introduction Growth Maturity Decline

7 Product By Value Analysis Individual Dollar Contribution Total Annual Dollar Contribution Stampede Pancakes $3$2.2M Whoop-up Bacon $2.50$3.4M

8 Product Development Stages Idea Generation Does Firm Have Ability to Carry Out? Customer Requirements Functional Specification Product Specification Design Review Test Market Introduction Evaluation

9 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

10 House of Quality What The Customer Wants Cust Importance What We Can Do Competitors Relationship Between Things We Can Do

11 Organizing for Product Development Classic Approach Research and Development Engineering Manufacturing Departments hand product off

12 Organizing for Product Development Product Development Team Approach Team moves product from requirements definition to production Concurrent Engineering

13 Manufacturability Value Engineering Focuses on pre-production design improvement Reduces costs of production

14 Product Design Issues Robust Design Modular Design Computer Aided Design Value Analysis Green Manufacturing

15 Time-Based Competition Rapidly develop products and move them to market Acquire a Firm Joint Venture Alliance

16 Defining the Product Engineering Drawing Bill of Materials Make-or-Buy Decision Assembly Drawing Assembly Chart Route Sheet Work Order Engineering Change Notice


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