42629 lecture 3 pt1

Integrated Product DevelopmentSequential vs Integrated DevelopmentThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/[email protected]

Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:

“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”

https://sites.google.com/site/thomasjameshowardhomepage/

mailto:[email protected]

2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

2

Happy Valentines Day!

Online Valentines Card Submission:http://www.invovationandproductdevelopment.com/onlyjoking

http://www.invovationandproductdevelopment.com/onlyjoking


3

Outline for this afternoonSection 1:

Sequential vs Integrated Product DevelopmentSection 2:

Model and Case studySection 3:

DfX with DFMA exerciseSection 4:

Customer and Product cycles, Business implications and closing


4

Recommended ReadingSource of inspiration for this lecture:Integrated Product DevelopmentMogens Myrup Andreasen & Lars Hein (2000)

Product Development: Sequential vs IntegratedWorking for each other, not before each other.


6

EXERCISE 1 - ExampleUsing as few of the numbers as possible:

Using these functions: +, -, x, /, (, )

Make or get as close as you can to: __________=____25 ( 7 – 2 ) x 5 25

6 1 7 8 2 5


7

Groups your groups

Receive handouts

Pass around samples


8

EXERCISE 1a Using as few of the numbers as possible:

Using these functions: +, -, x, /, (, )

Make or get as close as you can to: __________=____



6 7 4 1 6 4

24

8

12

4

Cross out the numbers used


9

Sequential or “Over the wall” development

Marketing wants:

Stylists want:

Manufacturers want:

4

24

12

6 7 4 1 6 4 8


10

Exercise 1bIntegrated development

Marketing wants: __________ = ____

Stylists want: __________ = ____

Manufacturers want: __________ = ____

4

24

12

6 7 4 1 6 4 8

Using as few numbers as possible, try to meet all targets at the same time (use numbers only once)


11

The role of the product developer

Image from: http://farm4.static.flickr.com/3289/3060694963_3d778f69dd.jpg


12

Does this really apply to product development

• Constraints imposed by design decisions cause compromise for other stakeholders• Product development is greatly complex• Nobody knows how a product is developed

Even a simple product like a pencil!


13

Project cost allocation


14

EXERCISE 2:List the stakeholders involved in your product/service and its development.

Some important stakeholder activities:• Engineering• User / Operators • Shipping / Distribution• Sales / Retailing• Purchasing• Quality control• Assembly• Disposal• Manufacturing• Suppliers


15

The three Key disciplines of Integrated Product Development (IPD)

BusinessMarketProduct

Production’Need’ Situation


16

The three Key disciplines of Integrated Product Development (IPD)

Business

Marketing, Sales, Forecasting, User-studies

Design, Engineering, Aesthetics, Ergonomics

Manufacture, Assembly, Packaging, Transport

’Need’ Situation


17

“Integrated Product Development is:

an idealised model of development where the business case of a

product is built from the perspectives of all stakeholders”


18

Exercise 3aIdentify the PD business scenarios:

Manufacturing Firm

Sales Agency

Development or Design Agency

Purchase of Licence

Subcontract part manufacture

Outsourced Design and Development


19

Exercise 3aIdentify the PD business scenarios:

Manufacturing Firm

Sales Agency

Development or Design Agency

Purchase of Licence

Subcontract part manufacture Outsourced Design and Development


20

Business person

Eccentric / artist Inventor

EntrepreneurInnovator

Fabricator/

assembler

Exercise 3bClassify the actors on PD:


21

Exercise 3bClassify the actors on PD:

Business person Eccentric / artist

Inventor (market flop)

Entrepreneur (unscalable) Innovator

Fabricator/assembler


22

2 Products with the same task...


23

EXERCISE 4:Analyse the sample in terms of the key disciplines of IPD

Market

Product

Production

High end, premium, brand differentiation

Functional, mid range

Relatively complex, several parts, cleaner in operation, easier to direct

Simple, easy to use, less clean in operation

Difficult manufacture and assemble

Very simple 1 piece moulding, no assembly except insertion


24

Which product is better?

MarketProduct

ProductionBusiness


25

Extreme cases...

Cheaper, quicker and easier production

Lighter, more sturdy, cheaper, better functioning product

No market differentiation or wow factor

Where does the value lie?

$$$$ $

$


26

Questions

?

Education

42629 lecture 3 pt1