Download to read offline
Machine and product design_4_elearning.pdf
- 1. Machine and productdesign Dr. Czégé Levente DEBRECENI EGYETEM MŰSZAKI KAR GÉPÉSZMÉRNÖKI TANSZÉK
- 2. Product planning • Productplanning: Systematically Search, Select, and Monitor Future Product Concepts. In many companies it includes the tracking of the product idea during design and manufacturing, as well as product monitoring in market conditions. Machine and product design 2
- 3. Product planning • Goalof product planning: to develop and introduce the right product ideas at the right time and to formulate the necessary tasks. It involves to follow the development of a product idea through the design and production departments, and then to watch over its market behaviour (monitoring the financial position and market success of the product). • The most important factor in finding new product ideas is client focus, which is increasingly directed towards client integration (QFD) Machine and product design 3
- 4. Product planning • Mainfactors that determine the success of a product in the marketplace. : • Quality, performance and price of the product • The cost to manufacture the product • Product developement costs • Time-to-market: the time needed to bring the product to the market Machine and product design 4
- 5. Product planning • Goal: •The product is introduced to market as soon as possible • The product draws the attention of consumers as high as possible • Increase consumer satisfaction • Quality increase, cost decrease • Activities: • Translating consumer demand into product requirements • Refining existing products, developing new products • Determining Quality and Cost Goals • Production and testing of prototypes • Documentation of Product Specification • Translating Product Specifications into Process Requirements Machine and product design 5
- 6. Trends in productplanning • Increasing role of suppliers in product developement – outsurcing • Value co-creation: the customer is involved in the product planning, already in the determination of the main parameters of the product. • The complexity of the system (developement) requires strong cooperation. • Globalization: • Localization of the developement groups close to the target market (Toyota-USA). • Localization to areas where the development is the most efficient from aspects of expertise and competence (Italy). • Localization of product development and production on the same place. (communication, IPPD) Machine and product design 6
- 7. Product planning • Benefitsfrom being first to market: • The product’s life is extended. • Increased market share. The first product has 100 % of the market share. • Higher profit margins. The corporation can command a higher price, and has more time to learn methods for reducing manufacturing costs. Machine and product design 7
- 8. Product planning Machine andproduct design 8 Increased sales revenue due to extended product life and larger market share. Initial price advantage and subsequent cost advantages from manufacturing efficiencies.
- 9. Machine and productdesign 9 PRODUCT PLANNING Determination of searching field Analysis of company potentials Information from market, environment Information within the company Idea generation Problem idea Collection of solutions Product ideas Searching field Company potentials Selection Product idea Product definition Business planning
- 10. Machine and productdesign 10 Business planning Developement proposal Proposal for realization Development task Managmen t decision Development + design Production relief Production Realization Product Introduction to market Distribution Product aftercare Ond-of-life PRODUCT DESIGN - TRACKING OBSERVATION OF THE PRODUCT Productmanagement
- 11. Product planning Machine andproduct design 11
- 12. Product planning Machine andproduct design 12
- 13. Product planning • Theproduct development process in stage-gate format: Machine and product design 13
- 14. Product planning • Phase0 is the planning that should be done before the approval of the product development project. Product planning is usually done in two steps: 1. a quick investigation and scoping of the project to determine: the possible markets, whether the product is in alignment with the corporate strategic plan, technical and manufacturing feasibility. 2. a detailed investigation to build the business case: detailed marketing analysis (to identify the target market, the product positioning); deeper evaluation of the technical capability, production constraints, costs, supply chain strategy; financial analysis. After positive decision a multifunctional team with a designated leader is established. Machine and product design 14
- 15. Product planning • Stimulifrom the market include: • the technical and economic position of the company’s products in the market, • changes in market requirements, for example new functions or fashions • suggestions and complaints from customers • the technical and economic superiority of competing products. • Stimuli from the environment include: • economic and political changes, (oil price increases, resource shortages, etc.) • transport restrictions • new technologies Machine and product design 15
- 16. Product planning • Stimulifrom within the company include: • new ideas and results from company research • new functions added to extend or satisfy the market • the introduction of new production methods • rationalisation of the product range and production • increasing the degree of product diversification, that is, creating a range of products with life cycles that are intended to overlap. Machine and product design 16
- 17. • Potential Analysis:Analysis of all the opportunities of the company to meet demand with the capabilities of the company. • Recognising the Life Cycle Phase • Setting Up a Product–Market Matrix • Assessing the Company’s Own Competence • Determining the Status of Technology • Estimating Future Developments Product planning Machine and product design 17
- 18. Product Life Cycle •Every product has a life cycle. The cycle time depends strongly on the type of product and the branch of engineering. • In general cycle times are becoming shorter. Machine and product design 18
- 19. Technological discontinuity Machine andproduct design 19 Simplifed technology development cycle. Transferring from one technology growth curve (A) to another developing technology (B). Technology usually begins to mature before profits top out, so there is often is a management reluctance to switch to a new technology, with its associated costs and risks, when business is doing so well.
- 20. Product planning Machine andproduct design 20
- 21. Formulating Search Strategies •Identifying Strategic Opportunities • Identifying Needs and Trends • Considering Company Aims • Determining Search Fields Product planning Machine and product design 21
- 22. Finding Product Ideas •Based on competitors' products: • Reverse engineering process: disassembling and analyzing competing products • benchmarking • Based on R & D : • basic research • Applied research • Development • Supply chain ideas and needs (80%) • Based on the ideas and suggestions of customers, suppliers, employees (questionnaires, interviews, complaints, etc.) Product planning Machine and product design 22
- 23. Definiting Products The productproposal should: • Describe the intended functions. • Contain a preliminary requirements list • Formulate all requirements in a solution-neutral way. (Suggestions for working principles, however, should always be indicated, but these should not prejudice product development). • Indicate a cost target or a budget linked to the company’s goals (production volume, extensions to the product range, new suppliers, etc.) Product planning Machine and product design 23
- 24. Product planning • Phase1, Concept Development, considers the different ways the product and each subsystem can be designed. 1. The development team prepares product design specification (PDS) using surveys and focus groups, benchmarking, and quality function deployment (QFD). 2. The generation of a number of product concepts follows. 3. The one best suited for development into a product must be determined using selection methods. Machine and product design 24
- 25. Product planning • Phase2, System-Level Design • The functions of the product are examined, the product divided into various subsystems. Alternative ways of arranging the subsystems into a product architecture are studied. • The form and features of the product begin to take shape (embodiment design). • Selections are made for materials and manufacturing processes, and the configuration and dimensions of parts are established. (functions critical to quality, robust design, ergonomics). • Marketing will have enough information to set a price target for the product. • Manufacturing will begin to place contracts for long-delivery tooling and will begin to define the assembly process. Machine and product design 25
- 26. Product planning • Phase3, Detail Design, is the phase where the design is brought to the state of a complete engineering description of a tested and producible product. • Missing information is added on the arrangement, form, dimensions, tolerances, surface properties, materials, and manufacturing of each part in the product. • the design engineers are wrapping up all of these details, • the manufacturing engineers are finalizing a process plan for each part, as well as designing the tooling • define the quality assurance processes • The output of the detail design phase is the control documentation for the product. Machine and product design 26
- 27. Product planning • Phase4, Testing and Refnement, is concerned with making and testing many preproduction versions of the product. • The first (alpha) prototypes are not necessarily made with the actual processes and tooling that will be used with the production version. The purpose is to determine whether the product will actually work as designed and whether it will satisfy the most important customer needs. • The beta tests products are extensively tested in-house and by selected customers in their own use environments. The purpose is to satisfy any doubts about the performance and reliability of the product, and to make the necessary engineering changes before the product is released to the general market. • Marketing people work on developing promotional materials for the product launch. • Manufacturing people fine-tune the fabrication processes and train the workforce. Machine and product design 27
- 28. Product planning • Phase5, Production Ramp-Up, the manufacturing operation begins to make and assemble the product using the intended production system. • They will go through a learning curve as they work out any production yield and quality problems. • Some 6 to 12 months after product launch there will be a final major review. The latest financial information on sales, costs, profts, development cost, and time to launch will be reviewed. (lessons learned) Machine and product design 28