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Bahan Kuliah By DR A. Riza Wahono. Background Challenge : for product/services ?Pelanggan yang semakin meminta ?Adanya perubahan teknologi yang cepat.

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Presentation on theme: "Bahan Kuliah By DR A. Riza Wahono. Background Challenge : for product/services ?Pelanggan yang semakin meminta ?Adanya perubahan teknologi yang cepat."— Presentation transcript:

1 Bahan Kuliah By DR A. Riza Wahono

2 Background Challenge : for product/services ?Pelanggan yang semakin meminta ?Adanya perubahan teknologi yang cepat ?Environmental issues ?tekanan kompetitif thd kualitas dan harga ?waktu yang lebih singkat ‘Shorter time to market’ Product Development Dr A. Riza Wahono :“ Introduction ”Modul 12

3 Engineering Design, Technology and Value Added Peningkatan nilai tambah pada sebuah produk desain, akan bernilai proporsional dengan tingkatan/level dari aplikasi teknologi Build a better kilogram, Product Development Dr A. Riza Wahono :“ Introduction ”Modul 13 Product Development Dr A. Riza Wahono :“ Introduction ”Modul 13

4 PRODUCT DESIGN & VALUE ADDED PRODUKUS$/KG Multiplication 1.Beras MinyakGoreng KapalKargo MobilStandar KeretaApi MobilMewah AlatAlat NCMesin TVBerwarna KapalSelam SemiKonduktor Komputer Mainframe Kamera Video PesawatTerbang BalingBaling PesawatTerbangBerbadanLebar EnginePesawatTerbang SuperKomputer PesawatTempur Satelit Product Development Dr A. Riza Wahono :“ Introduction ”Modul 14

5 Product Development Process Production Build & Shop floor Documentation Project Management Process Planning Material Planning and Control Release Process Design Draughting Creation of Bill of Material Detail Design N/C Programming Checking Technical Documentation Handbook. Etc Reproduction Build & Test Tool Design Analysis Concept Design REQUIREMENTSREQUIREMENTS SHIP Product Development Dr A. Riza Wahono :“ Introduction ”Modul 15

6 Design in Project Context Company Project RESOURCES Supplier Design Competition Brief TASK Specification Conceptual Design Process Planning Prod document Concept Embodiment Design Layout Detail Design Manufacturing Data Task Clarification Manufacture/Inspection Components Assembly/Testing New Product Distribution/Delivery Working Product Operation Worn Product Discarded Product Disposal Administration Services ENGINEERING Personnel Marketing R & D Sales Purchasing Q A/ Q C Accounts Costumer Service Maintenance TECHNOLOGY Materials Energy Funding Services Information Finance Management USER Product Development Dr A. Riza Wahono :“ Introduction ”Modul 16

7 Old Business Concept Sequential Engineering Process Marketing Engineering /Design TestManufacture Full Production Information Flow Errors, Change or corrections Product Development Dr A. Riza Wahono :“ Introduction ”Modul 17

8 Old Design Concept Kurangnya spesifikasi produk mengakibatkan terjadinya jumlah modifikasi yang excessive Sedikit pertimbangan proses manufaktur pada tahapan desain Jumlah Estimasi biaya tidak tepat karena adanya biaya perubahan Perubahan yang terlambat mengakibatkan biaya mahal untuk tooling dan equipment lainnya Cumulative Information Cost for changes Ability to make Changes Design Time Relative Unit Product Development Dr A. Riza Wahono :“ Introduction ”Modul 18

9 S A P 1. Introduksi 2. New produk development : Proses Inovasi 3. Pengembangan Bisnis 4. Sampel kasus; N QFD 6. Identifikasi kebutuhan pengguna 7. Desain metodologi 8. Proses desain 9. Struktur desain 10. Indutrial desain 11. CAD & CAM 12 Prototyping 13. DFM 14. Kasus Produk Product Development Dr A. Riza Wahono :“ Introduction ”Modul 19

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11 New Product Development Product Life Cycle The structure of innovation process Product Planning Idea finding Product policy Strict Development Technical development process Commercial development Process Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 211

12 A product is something sold by an enterprise to its customer New Product Development is a set of activities beginning with perception of a market opportunity and ending in the production, sale, delivery of product and disposal of product. New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 212

13 The economic success of a firms depend on their ability to identify the need of customer and quickly create product that meet these needs and can be produced at low cost. In achieving these goals, it is not solely a marketing problem, nor is it solely design problem or manufacturing problem It is a product development problem involving all of these function New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 213

14 DISPOSAL NEED DESIGN DEVELOPMENT PRODUCTION DISTRIBUTION USAGE Product Life Cycle Product Life Cycle New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 214

15 Product Life Cycle in Sales History SALES & PROFIT TIME INTRODUCTION GROWTH MATURITY DECLINE PROFIT SALES New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 215

16 Life Cycle Concept of Product Design DISPOSAL NEED DESIGN DEVELOPMENT PRODUCTION DISTRIBUTION USAGE Life Cycle Design Ease of Manufacturing Environmental Protection Working Condition Resource Optimisation Product Properties Company PoliciesLife Cycle Costs New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 216

17 Life Cycle Cost New Product Development COMPANY COST Market Recognition Development Material, Energy, Facilities, Wages Salaries etc Transportation, Storage, Waste Warranty service USERS COST Transportation, storage Energy, material, maintenance Disposal dues Recycling dues SOCIETY COST Waste, pollution, health damages Waste, pollution, packagings, health damages Waste, pollution, health damages Waste handling, disposal, pollution, health damages Waste, pollution, health damages NEED DESIGN PRODUCTION DISTRIBUTION USAGE DISPOSAL RECYCLING DEVELOPMENT PHASE Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 217

18 New Product Development Life Cycle Cost of Oil Platform Discovery Of Hydrocarbon Feasibility & Planning Design & Build Installation & Hook-Up Production of Hydrocarbon Cessation of Production Decommissioning Disposal Abandon Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 218

19 New Product Development Life Cycle Cost Sample WEST CAMERON 480 ABANDONMENT COST 1. Plug & Abandon Two Wells$ 651, Cut & Remove Conductors$ 480, Decommission Production Equipment$ 22, Turtle Rescue Divers$ 99, Mechanically Cut Piles$ 193, Derrick Barge Standby While Cutting Piles$ 377, Derrick Barge Lump Sum to Remove & Topple$ 1,056, Donation to T.P. & W.D. $ 142, Surveying, Navigation, Tow Route$ 123, Engineering, Inspection & Management $ 80, Site Clearance $ 335, National Marine Fisheries Services $ 5, Miscellaneous $ 34, Total$ 3,600,000 Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 219

20 COOK INLET 14 OFFSHORE CALIFORNIA 30 SOUTH AMERICA 340 GULF COAST 4800 NORTH SEA AND EUROPE 300 NORTH AFRICA 100 WEST AFRICAN COAST 380 AUSTRALIA 17 ASIA 950 MIDDLE EAST 750 (1992) WORLDWIDE PLATFORM DISTRIBUTION Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 220

21 New Product Development Balanced Solution Triangle of Forces Environmental Cost Risk Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 221

22 Life Cycle Concept of Product Design OBJECTIVE Environmental Cost Risk Requirement Balanced Solution BEST HUMAN, ENVIRONMENTAL AND PRACTICAL OPTION (BHEPO) New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 222

23 Why do we need to develop a new product ? New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 223

24 `An Industrial Product does not have eternal life, eventually it will vanish from the market either replaced by better product or the need is disappear `The company survival in the future depend on the turn over, hence depend on future product `Future product need innovation New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 224

25 Turnover of a Company In Term of Product Life Cycle TURNOVER TIME IN YEARS Obsolete Product 2. Mature Product 3. Growth Product 4. Recently Introduced Product 5. Future Product New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 225

26 New Product Development STIMULUS FOR FUTURE PRODUCT ` External Stimuli : `Technical and economic obsolescence of the company products, identified chiefly by a drop in turnover `The discovery of new research data, procedure or technologies `New Market Requirements `Economic and Political Changes `Technical and Economic superiority of competing products Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 226

27 New Product Development STIMULUS FOR FUTURE PRODUCT ` Internal Stimuli : ` Excess capacity ` Drop in profitability ` New discovery by Research Dept in Company ` Introduction of new production method Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 227

28 New Product Development WHO DESIGN AND DEVELOPS PRODUCT `Marketing: ` Relations between firm and customer ` Identification of product opportunity, market segment etc `Design : ` Leads the definition of physical form to meet the customer need `Manufacturing: ` Responsible for designing and operating production system to produce the product Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 228

29 New Product Development SOME CHARACTERISTIC OF SUCCESSFUL PRODUCT ` Product Quality ` How good is the product result ` Satisfy the customer ` Robust and Reliable `Price that customer want to pay ` Reflected in market share Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 229

30 New Product Development SOME CHARACTERISTIC OF SUCCESSFUL PRODUCT ` Product Cost ` Development cost ` Production cost ` Raw material ` Manufacturing cost (labour+machine) ` Investment on machine and tooling ` Distribution Cost ` Operational cost + maintenance Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 230

31 New Product Development SOMECHARACTERISTIC OF SUCCESSFUL PRODUCT ` Development Time `How quickly did the team complete the product development ` Development time determines how responsive the firm can be to competitive forces and to technological developments `It also determine how quickly the firm receives the economic return from team’s efforts `Market leader Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 231

32 New Product Development Ensuring high product quality while minimising manufacturing cost ECONOMIC SUCCESS Number of unit sold Overall Quality Sales Price C E Manufacturing Costs Profit Margin Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 232

33 New Product Development TARGET/ PREDICTION Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 233

34 ` Future product need innovation `How do they do that ? New Product Development Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 234

35 POLICY New Product Development The structure of innovation process GOALS STRATEGIES Idea Finding Strict Development Realisation Innovate ---> comprehensive plan---> Realisation Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 235

36 New Product Development The Phases of Innovation Process Product Development Product Planning Realisation Strict Development Idea Finding Policy Formulation USE Formulating Goals & Strategies Generating and Selecting Ideas Market Assessment Production Product Policy New Business Idea Product Designing Production Development Marketing Plan Product Design Production Plan Distribution & Sales Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 236

37 New Product Development Divergence & Convergence in the Innovation Process START NEW BUSINESS ACTIVITY PRODUCT DESIGN NEW PRODUCT IDEAS POLICY Policy Formulation Idea Finding Strict Development Realisation Generation of alternative policy formulations Evaluation and Selection Generation of New Product Ideas Generation of Design solutions Generation of alternatives and marketing strategies Divergen Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 237

38 New Product Development The Phases of Innovation Process STRICT DEVELOPMENT ICommercial Development Process : Business goal (profit, and profitability of product : to know the profit, one must know the costs of development, production, distribution, and sale of new product. This brought into area of marketing) ITechnical Development Process : material goal (number of product to be manufactured) Strict Development Marketing Planning New Business Idea Product Designing Production Development Marketing Plan Product Design Production Plan Product Development Dr A. Riza Wahono :“ Proses Inovasi ”Modul 238


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