new gom3-product design and process(ppt 22页).ppt

GOM3,ProductDesignandProcessSelection,TheProductDesignProcess,MajorBusinessFunctionsInvolvedintheProductDevelopmentProcess,CustomerMarketsystem,Marketing,Sales,Advancedresearch,Productdesign,Processplanning,production,CustomerMarketsystem,Needs,Customerorders,Calls,Promotion,NewProductideas,Productspecifications,Technicalconcepts,Productionorders,Products,Marketing&Sales,ProductDevelopment,Manufacturing,TheProductDesignProcess,PHASEConceptDevelopmentProductarchitectureConceptualdesignTargetmarketProductPlanningMarketbuildingSmall-scaletestingInvestment/financialProduct/processEngineeringDetaileddesignofproductandtools/equipmentBuilding/testingprototypesPilotProduction/Ramp-UpVolumeproductionproveoutFactorystart-upVolumeincreasetocommercialtargets,ProjectMonthsbeforeMarketBeginsmarketintroductionintroduction36271890,SCHEDULE,TYPICALPHASESOFPRODUCTDEVELOPMENT,Concept,Programapproval,Design/planning,Firstfullprototype,Product,Process,Finalengineeringrelease,Pilotproduction,Marketintroduction,Ramp-up,TheProductDesignProcess,TheProductDesignProcessDesign-build-testcycleEngineering“release”or“sign-off”ConcurrentEngineering(CE)Threetypesofteams:aprogrammanagementteam,atechnicalteam,andnumerousdesign-buildteams,4,ConcurrentEngineering,Concurrentengineeringcanbedefinedasthesimultaneousdevelopmentofprojectdesignfunctions,withopenandinteractivecommunicationexistingamongallteammembersforthepurposesofreducingtimetomarket,decreasingcost,andimprovingqualityandreliability.,5,DesigningfortheCustomer,IndustrialDesignAestheticsErgonomicsQFD(qualityfunctiondeployment)IsausefultoolforhelpingtoensurethatdesignsfornewproductsandservicessatisfymarketrequirementsandareultimatelyproduciblebythefirmVA/VE(valueanalysis/valueengineering),6,QualityFunctionDeployment,Interfunctionalteamsfrommarketing,designengineering,andmanufacturingVoiceofthecustomer(customerrequirement)HouseofQuality,HouseofQuality,7,8,VA/VE,AchieveequivalentorbetterperformanceatalowercostwhilemaintainingallfunctionalrequirementsdefinedbythecustomerDoestheitemhaveanydesignfeaturesthatarenotnecessary?Cantwoormorepartsbecombinedintoone?Howcanwecutdowntheweight?Aretherenonstandardpartsthatcanbeeliminated?,10,DesignforManufacturingandAssembly,GreatestimprovementsrelatedtoDFMAarisefromsimplificationoftheproductbyreducingthenumberofseparateparts:1.Duringtheoperationoftheproduct,doesthepartmoverelativetoallotherpartsalreadyassembled?2.Mustthepartbeofadifferentmaterialthanorbeisolatedfromotherpartsalreadyassembled?3.Mustthepartbeseparatefromallotherpartstoallowthedisassemblyoftheproductforadjustmentormaintenance?,ProcessSelection,ProcessSelection:ReferstothestrategicdecisionofselectingwhichkindofproductionprocessestohaveintheplantTypesofProcesses:ConversionProcesses:changingironoreintosteelsheetsFabricationProcesses:forminggoldintoacrownforatoothAssemblyProcesses:assemblingafendertoacarTestingProcesses:,ProcessSelection,ProcessFlowStructuresJobshop:productionofsmallbatchesofalargenumberofdifferentproductsBatchshop:asomewhatstandardizedjobshopAssemblyline:productionofdiscretepartsmovingfromworkstationtoworkstationatacontrolledrate,followingthesequenceneededtobuildtheproductContinuousflow:conversionorfurtherprocessingofundifferentiatedmaterialssuchaspetroleum,chemicals,orbeer.TheVirtualFactory,Source:ModifiedfromRobertHayesandStevenWheelwright,RestoringOurCompetitiveEdge:CompetingthroughManufacturing(NewYork:JohnWiley&Sons,1984).p.209.,13,Product-ProcessMatrix,FlowDiagrams,*=Pointscriticaltothesuccessoftheservice,=Pointsatwhichfailureismostoftenexperienced,Servicevisibletocustomer,Servicenotvisibletocustomer,Partsavailable,Correctiveworknecessary,Repairnotauthorized,Repaircomplete,Partsnotavailable,Repairauthorized,DesigningGlobalProductsandServices,Customized,Periphery,LargeStandardizedCore,IdealGlobalProducts,Platform(thechassisandrelatedparts)forAutomotiveIndustry,High,Low,Low,High,BreadthOflineInEachCountry,GlobalProductStandardization,European,OptionsinGlobalProductLineStrategy,BusinesscanstandardizetheworldwidemixofProductsaswellasthecontentofaproduct,AnAmericanchemicaladditivescompanyversusItsEuropeancompetitor:Didthecompetitorsapproachsuggestthatcustomerneedswereasdifferentasthisbusinesssexecutivesassumed?2.Didthisbusinesssproductlinestrategyincurunnecessarycosts?,American,DesigningGlobalProductsandServices,BenefitsCostReductionThehigherthedevelopmentcostrelativeToexpectedrevenues,themoreneedthereIstodevelopafewglobalorregionalproductsRatherthanmanynationalproductse.g.ethicaldrugsImprovedQualityReducingtheworldwidenumberofproductsallowsfinancialandmanagementresourcestobefocusedonthesmallernumberofproductsEnhancedCustomerPreferenceHertzlessonCompetitiveLeverageJapaneseexperiencesuggeststhatsmallerCompetitorsmayhavegreaterneedforStandardizedproducts,DrawbacksSomeaspectsofnationalneedsmayHavetobesacrificedCanonchosetodesignfromscratchaglobalproducts,NewGlobalProcessofNPD,TheprocessofNewProductDevelopment(NPD),akeynetworkoffunctionsandsubsidiaries,isreceivingincreasingattentionforseveralreasons:Becausecompetitiveadvantagesattheproductleveldonotlastlonginmostindustries,thewinnersarethosewhocreateasequenceofshort-livedadvantagesAsproductlifecyclesgetshorter,withfeweryearstorecoverthefixedRaproductconceptindigitalformcanbeworkedonfromanywherebyanyone.,NewGlobalProcessofNPD,TheEvolutionofNPD1960sto1970s:TheprocesssequentialandlongRelativelystraight-forwardAllaspectshavechanged:Anincreasingnumberof“designfor”initiativesDesignformanufacturabilityDesignforreliability(qualityassuranceengineersenteredthedesignprocessDesignforserviceabilityDesignforusability:anthropologistsenteredtheprocess,alongwithartistsanddesignersNew:designforrecyclability,NewGlobalProcessofNPD,EachnewplayerwantstoenterasearlyaspossibletoinfluenceoriginalprocessFromsequentialtosimultaneousExternalPlayers:EarlysupplierinvolvementCustomerTime-to-VolumeshortenedPressuresforGlobalProductsThecaptureofeconomiesofscaleRisingR&DcostsReductionofproductlifecycleThereductioninfixedcostsassociatedwithreducingthenumberofproducts,packages,andads.,NewGlobalProcessofNPD,Black&DeckerProcter&Gamble,aleaderinsimplifyingitsproductlines.ConvergenceofpreferencesandtastesaroundtheworldGlobalDevelopmentProcessPlatformsComputer:hardwarenearlythesame,softwaretoaccommodatelocallanguagesHondasflexibleframePostponementDelayinthedifferentiationofaproductforaparticularcountryorcustomertothelastpossiblestepinthesupplychainDelayinfreezingtheproductdesignorconceptuntilthelastmoment,NewGlobalProcessofNPD,TwoModelsofEffectiveProductDevelopmentwithDelayinFreezing,a.TraditionalModel,ProjectConceptMarketStartFreezeIntroduction,ConceptProductDevelopmentDevelopment,ConceptLeadTimeDevelopmentLeadTime,b.FlexibleModel,ProjectConceptMarketStartFreezeIntroductionConceptDevelopmentImplementat