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Design of Goods and Services

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.

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Design of Goods and Services

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  1. Design of Goods and Services 10 July

  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

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

  5. Product Life Cycle Cost of Development & Manufacture Sales Revenue Sales, Cost & Profit . Profit Cash flow Loss Time Introduction Growth Maturity Decline

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

  7. Product By Value Analysis

  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 Relationship Between Things We Can Do What We Can Do What The Customer Wants Cust Importance Competitors

  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

  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 • Environmentally Friendly Design

  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 • Assembly Drawing • Assembly Chart • Route Sheet • Work Order • Engineering Change Notice

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