上游充通大 SHANGHAI JIAO TONG UNIVERSITY Chapter 3 Product Planning 1月回后
Chapter 3 Product Planning
上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Product Design and Development Chapter Table of Contents: 1.Introduction 2.Development Processes and Organizations 3.Product Planning 4.Identifying Customer Needs 5.Product Specifications 6.Concept Generation 7.Concept Selection 8.Concept Testing FIFTH EDITION 9.Product Architecture Product Design 10.Industrial Design and Development 11.Design for Environment 12.Design for Manufacturing 13.Prototyping 14.Robust Design 15.Patents and Intellectual Property 16.Product Development Economics 17.Managing Projects KARL T.ULRICH STEVEN D.EPPINGER
Product Design and Development Chapter Table of Contents: 1.Introduction 2.Development Processes and Organizations 3.Product Planning 4.Identifying Customer Needs 5.Product Specifications 6.Concept Generation 7.Concept Selection 8.Concept Testing 9.Product Architecture 10.Industrial Design 11.Design for Environment 12.Design for Manufacturing 13.Prototyping 14.Robust Design 15.Patents and Intellectual Property 16.Product Development Economics 17.Managing Projects
上浒充通大学 SHANGHAI JIAO TONG UNIVERSITY Product Development Process Concept System-Level Detail Testing and Production Planning Development Design Design Refinement Ramp-Up Four Phases of Product Development The product planning phase precedes the product development process. Before a project is formally approved Before substantial resources are applied Before the large development team is formed
Planning Product Development Process Before a project is formally approved Before substantial resources are applied Before the large development team is formed Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Four Phases of Product Development The product planning phase precedes the product development process
上游充通大 SHANGHAI JIAO TONG UNIVERSITY Xerox Lakes Project Example Xerox Document Centre 265 X
Xerox Lakes Project Example Xerox Document Centre 265
上游充通大 SHANGHAI JIAO TONG UNIVERSITY The Product Plan Process Product plan Identifies: The portfolio of products to be developed The timing of their introduction to the market >Considers product development opportunities identified by ·Marketing ·Research ·Customers Current product development teams Benchmarking of competitors
The Product Plan Process Product plan Identifies: • The portfolio of products to be developed • The timing of their introduction to the market Considers product development opportunities identified by • Marketing • Research • Customers • Current product development teams • Benchmarking of competitors
上游充通大粤 SHANGHAI JIAO TONG UNIVERSITY Product plan must be regularly updated to reflect changes in Competitive environment Technology Information on the success of existing products Poor planning may result in Inadequate coverage of target markets with competitive products >Poor timing of market introductions of products Mismatches between aggregate development capacity and the number of projects pursued >Poor distribution of resources,with some projects overstaffed and others understaffed Initiation and subsequent cancellation of ill-conceived projects Frequent changes in the directions of projects 1三
Product plan must be regularly updated to reflect changes in Competitive environment Technology Information on the success of existing products Poor planning may result in Inadequate coverage of target markets with competitive products Poor timing of market introductions of products Mismatches between aggregate development capacity and the number of projects pursued Poor distribution of resources, with some projects overstaffed and others understaffed Initiation and subsequent cancellation of ill-conceived projects Frequent changes in the directions of projects
上游充通大 SHANGHAI JIAO TONG UNIVERSITY Four Types of Product Development Projects Fundamentally new products >Heavy development effort ·Unfamiliar market ·High risk ·Long-term success Examples:The first digital copier Xerox developed New product platforms >Major development effort Examples:The Xerox Lakes
Four Types of Product Development Projects Fundamentally new products Heavy development effort • Unfamiliar market • High risk • Long-term success Examples: The first digital copier Xerox developed New product platforms Major development effort Examples: The Xerox Lakes
上游充通大粤 e SHANGHAI JIAO TONG UNIVERSITY Derivatives of existing product platforms An extension of an existing product Minor development effort >Examples:The Xerox new copier based on an existing light- lens(not digital)product platform Incremental improvements to existing products >Adding or modifying some features of existing product >A slight change to remedy minor flaws in an existing product
Derivatives of existing product platforms An extension of an existing product Minor development effort Examples: The Xerox new copier based on an existing lightlens (not digital) product platform Incremental improvements to existing products Adding or modifying some features of existing product A slight change to remedy minor flaws in an existing product
上游充通大￥ SHANGHAI JIAO TONG UNIVERSITY Case:The Xerox four categories of projects New Hodaka Legend Platforms Lakes Project Product H-Net Derivatives Release L-Net ●● Improvements 595 6010 392 393 Fundamentally New Astro 1996 1997 1998 1999 2000
Case: The Xerox four categories of projects
上游充通大 e SHANGHAI JIAO TONG UNIVERSITY The Suggested Process Multiple Projects Evaluate and Allocate Identify Complete Product Opportunities Prioritize Resources and Pre-Project Development Projects Portfolio Plan Timing Product Planning Mission Process of Plan Statements Projects The ability to adjust the product plan over times is vital to the long-term success of the enterprise The suggested five-step process: Identify opportunities Evaluate and prioritize projects >Allocate resources and plan timing Complete pre-project planning >Reflect on the results and the process
The Suggested Process The ability to adjust the product plan over times is vital to the long-term success of the enterprise The suggested five-step process: Identify opportunities Evaluate and prioritize projects Allocate resources and plan timing Complete pre-project planning Reflect on the results and the process