Product design and development by Karl T. Ulrich
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The document discusses the product design and development process, highlighting key definitions, characteristics of successful development, and the interdisciplinary nature of the field. It outlines essential roles played by marketing, design, and manufacturing in bringing a product to market, as well as the challenges faced during development such as trade-offs, time pressures, and team diversity. The content serves as an educational resource for understanding the complexities and collaborative aspects involved in developing new products.
Product design and development by Karl T. Ulrich
- 1. PRODUCT DESIGN AND DEVELOPMENT Course No. : IPE - 313 Group Members 2010334004 Md. Wahidul Haque 2010334006 Iffat Ahamed Chowdhury 2010334007 Sarah Ismail Chowdhury 2010334008 Joni Chandra Dhar 2010334009 Pronob Kumar Biswas 2010334010 Tufayel Ahamed Topu Group No. : A1
- 2. Topics Chapter 1 Introduction 1. Definition of Product and Product Development Process. 2. Characteristics of Successful Product Development. 3. Design and Development of Products. 4. Composition of Product DevelopmentTeam. 5.The Challenges of Product Development.
- 3. What is product ? A product is something sold by an enterprise to its customers or a product is a set of attributes offered to customers to fulfill their needs or requirements. Definitions
- 4. What is product development ? Product development is the set of activities beginning with the perception of a market opportunity and ending in the production, sale and delivery of a product. Definitions
- 5. There are five characteristics of successful product development: Sucessful Product Development o Product quality o Product cost o Development time o Development cost o Development capability Briefly discuss are given in the following slides :
- 6. Product quality Sucessful Product Development Product quality is ultimately reflected in market share and the price that customers are willing to pay. Product cost Product cost determines how much profit accrues to the firm for a particular sales volume and a particular sales price. Development time Development time determines how responsive the firm can be to competitive forces and to technological developments as well as how quickly the firm receives the economic returns from the team’s efforts.
- 7. Development cost Development cost is usually a significant fraction of the investment required to achieve the profits. Development capability Development capability is an asset the firm can use to develop products more effectively and economically in the future. Sucessful Product Development
- 8. Product development is an interdisciplinary activity requiring contribution from the following three functions Design and Development . Marketing . Design . Manufacturing
- 9. Marketing The marketing function mediates the interactions between the firm and its customers. Marketing also typically arranges for communication between the firm and its customers, sets target prices and oversees the launch and promotion of the product. Design The design function plays the lead role in defining the physical form of the product to best meet customer needs. In this context, the design function includes engineering design (mechanical, electrical, software etc) and industrial design (aesthetics, ergonomics, user interfaces). Design and Development
- 10. Manufacturing The manufacturing function is primarily responsible for designing and operating the production system in order to produce the product. Broadly defined, the manufacturing function also often includes purchasing, distribution and installation. This collection of activities is sometimes called the supply chain. Design and Development
- 11. Project team Few products are developed by a single individual. The collection of individuals developing a product forms the project team. This team usually has a single team leader who could be drawn from any of functions of the firm. The team can be thought of as consisting of a core team and an extended team. Core team In order to work together effectively, the core team usually remains small enough to meet in a conference room. Extended team While the extended team may consist of dozens, hundreds or even thousands of other members. Development Team
- 12. Development Team The composition of a product development team for an electromechanical product of modest complexity.
- 13. Development Team
- 14. The challenges of product development are given below: Trade-offs An airplane can be made lighter, but this action will probably increase manufacturing cost. One of the most difficult aspects of product development is recognizing, understanding and managing such trade-offs in a way that maximizes the success of the product. Challenges
- 15. Dynamics Technologies improve, customer preferences evolve, and competitors’ introduce new products and the macroeconomic environment shifts. Decision making in an environment of constant change is a formidable task. Details The choice between using screws or snap-fits on the enclosure of a computer can have economic implications of millions of dollars. Developing a product of even modest complexity may require thousands of such decisions. Challenges
- 16. Time pressure Any one of these difficulties would be easily manageable by itself given plenty of time, but product development decisions must usually be made quickly and without complete information. Economics Developing, producing and marketing a new product require a large investment. To earn a reasonable return on this investment, the resulting product must be both appealing to customers and relatively inexpensive to produce. Challenges
- 17. Creation The product development process begins with an idea and ends with the production of a physical artifact. When viewed both in its entirety and at the level of individual activities, the product development process is intensely creative. Satisfaction of societal and individual needs All products are aimed at satisfying needs of some kind. Individuals interested in developing new products can almost always find institutional setting in which they can develop products satisfying what they consider to be important needs. Challenges
- 18. Team diversity Successful development requires many different skills and talents. As a result, development teams involve people with a wide range of different training, experience, perspectives and personalities. Team spirit Product development teams are often highly motivated, cooperative groups. The team members may be collocated so they can focus their collective energy on creating the product. This situation can result in lasting camaraderie among team members. Challenges
- 19. ThankYou All