LECTURE 1 Perancangan & Pengembangan Produk
Farid Wajdi © 2014
PERANCANGAN & PENGEMBANGAN PRODUK TOPICS: 1. Introduction 2. Process & Organization NPD 3. Product Planning 4. Customer Needs 5. Specifications 6. Concept Development 7. Concept Selection 8. Concept Testing 9. Product Architecture 10. Product Ergonomics 11. Design for Manufacture (DfM) 12. Design for Assembly (DfA) 13. Prototyping 14. Economics Analysis of NPD
Sistem Perkuliahan: Ceramah & QA Group Project Nilai akhir terdiri dari: 20% Tugas 15% Quiz 25% Ujian Tengah Semester 40% Ujian Akhir Semester
Referensi: Cross, Nigel. Engineering Design Methods: Strategies for Product Design. New York; John Wiley & Sons, 1996. Roozenburg, NFM and J. Eekels. Product Design: Fundamentals and Methods. Chicester: John Wiley & Sons, 1995. Trott, Paul. Innovation Management & New Product Development. Essex; Prentice Hall, 1998.
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1. PENDAHULUAN • Product sold by enterprise • Product development – set of activities beginning with market opportunity and ending in production, sale, and delivery of product • Focus on engineered (konstruktif), discrete (utuh), physical (nyata) products
Winning is Everything • The battlefield is the marketplace • The combatants are the many companies • The weapons are the thousand of new products developed every year • The troops are sales and promo teams, advertising people. And the infantry of engineers, R&D people • The generals are the senior executives who plan and chart direction – business and technology strategy
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Winning is Everything Marketing
Successful Product Manufacture
Design
Winning is Everything Successful Product
Marketing
Design
Manufacture
How to quickly create PRODUCTS that meet customers needs and can be produced at low cost
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Winning is Everything Successful Product
Marketing
Design
Manufacture
Winning is Everything
S-Curve / Product Lifecycle Curve
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Winning is Everything
Gap of Innovation
Winning is Everything
Product Development (Innovation) How can I Grow
How can I Survive
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Winning is Everything • • • • • • • • • • • • •
FINANCIAL GOALS SALES AND MARKET SHARE GROWTH COMPETITIVE ACTIONS LIFE CYCLE TECHNOLOGY DEVELOPMENT GLOBALIZATION GOVERNMENT REGULATION MATERIAL COST AND AVAILABILITY INVENTION DEMOGRAPHIC AND LIFESTYLE CHANGES CUSTOMER REQUESTS SUPPLIER INITIATIVE AND REACTIONS ALLIANCE
Untuk dapat bertahan terhadap para kompetitor dan lingkungannya
SURVIVE & GROWTH Untuk dapat tumbuh dan berkembang menjadi perusahaan yang sehat dan kuat
Characteristics of Successful Product Dev
Product Quality
Product Cost
Development Time
Development Cost
Development Capability
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Who Designs & Develops Products?
Marketing
Design
Manufacturing
Duration & Cost of Product Dev – – – – – – – –
Volume Produksi Per Tahun Jangka Waktu Penjualan Harga Jual Jumlah Komponen Khas Produk (BoM) Waktu Pengembangan Tim Pengembangan Internal Biaya Pengembangan Investasi Produksi
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Duration & Cost of Product Dev Stanley Tools Jobmaster Screwdriver
Rollerblade In-Line Skate
HP Deskjet Printer
VW New Beetle Automobile
Boeing 777 Airplane
Annual Production Volume
100,000 units/year
100,000 units/year
4 million units/year
Sales Lifetime
40 years
3 years
2 years
6 years
30 years
Sales Price
$6
$200
$130
$20,000
$200 million
Number of unique parts (BoM)
3 parts
35 parts
200 parts
10,000 parts
130,000 parts
100,000 units/year
50 units/year
Development Time
1 year
2 years
1.5 years
3.5 years
4.5 years
Internal Team
3 people
5 people
100 people
800 people
6,800 people
External Team
3 people
10 people
75 people
800 people
10,000 people
Development Cost
$150,000
$750,000
$50 million
$400 million
$3 billion
Production Investment
$150,000
$1 million
$25 million
$500 million
$3 billion
The Challenges of Product Dev • Trade-Off lightweight construction vs cost
• Dynamics techs improve, customer preferences evolve, competitors introduce new products, macroeconomics
• Details screws or snap-fits? • Time Pressure decisions must be made quickly
• Economics return of investment
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The Appeals of Product Dev • Creation creative process from idea to physical product
• Satisfaction of Societal & Individual needs NPD aims to satisfy needs of some kind
• Team Diversity different skills and talents
• Team Spirit motivated & cooperative groups
Reality? • Kurangnya Pemahaman terhadap Tim • Konsistensi terhadap Sasaran Proyek Keseluruhan • Kekurangan Sumber Daya • Representasi yang Kurang Baik dari Berbagai Anggota Tim yang Berasal dari Berbagai Disiplin Ilmu
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Proses Pengembangan Produk
Innovation Process
Buijs Model
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Success and Failure of New Products
Why Fail? •
Customer Value – Inadequate understanding of customer’s needs & wishes – Inadequate understanding of competition – Inadequate prototype testing, product performance testing, and market testing
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Technology & Process – Invention come first, instead of unique customer value – Insufficient involvement during development and launch – Lack of structured process
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Organization & People – Lack of commitment to new products – Poor employee motivation – Cross functional teams are weak
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Marketing & Selling – ‘Build in and they will come’ attitude – Product differentiation and positioning weak – Inadequate marketing initiatives and resources
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Project • Group of 4 students • Work on NPD (new product development) project – Designing a product – Product must be ergonomics & sustainable
• Develop a new product that people love to use it
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