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Phase

The document outlines a generic 5-phase product development process including planning, concept development, system level design, detail design, testing and refinement, and production ramp-up. It also describes different types of product development processes including market pull, technology push, platform, process intensive, customized, high risk, and quick build products. Key characteristics and examples are provided for each type of process.

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Sanjay Gomasta
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70 views

Phase

The document outlines a generic 5-phase product development process including planning, concept development, system level design, detail design, testing and refinement, and production ramp-up. It also describes different types of product development processes including market pull, technology push, platform, process intensive, customized, high risk, and quick build products. Key characteristics and examples are provided for each type of process.

Uploaded by

Sanjay Gomasta
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOC, PDF, TXT or read online on Scribd
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Phase -0 ; Planning MARKETING Articulate market opportunity Define market segments

Phase- I; Concept Development Collect customer needs Identify lead users Identify competitive products Investigate feasibility of product concepts Develop industrial design concepts Build and test experimental prototypes

Phase ii; System Level Design Develop plan for product options & extended product family Set target sales price points Generate alternative product architecture Define major subsystems & interfaces Refine industrial design Identify suppliers for key component Perform makebuy analysis Define final assembly scheme Set target costs

Phase III; Detail Design Develop marketing plan

Phase IV; Testing & Refinement Develop promotion & launch materials Facilitate field testing

Phase V; Production Ramp-Up Place early production with key customers

DESIGN Consider product platform & architecture Assess new technologies

Define part geometry Choose materials Assign tolerance Complete industrial design control documentation

Reliability testing Life testing Performance testing Obtain regulatory approvals Implement design changes

MANUFACTURING Identify production constraints Setup supply chain strategy

Estimate manufacturing costs Assess production feasibility

Define part production processes Design tooling Define quality assurance processes Begin procurement pf long lead tooling General Management: Supporter & Reviewer

Facilitate supplier ramp-up Refine fabrication and assembly processes Train work force Refine quality assurance processes General Management: Supporter & Reviewer General Management: Supporter & Reviewer

OTHER FUNCTIONS Research : Demonstrate available technologies Finance: Provide planning goals General Management: Allocate project resources

Finance: Facilitate economic analysis Legal: Investigate patent issues General Management: Supporter and reviewer

Finace: Facilitate make-buy decision Service: Identify service issue General Management: Supporter & Reviewer

GENERIC PRODCUCT DEVELOPMENT PROCESS

PROCESS TYPE GENERIC ( MARKET PULL ) PRODUCTTS

DESCRIPTION The team begins with a market opportunity and selects appropriate technologies to meet customer needs The team begins with a new technology, then finds an appropriate market The team assumes that the new product will be built around an established subsystems Characteristics of the products are highly constrained by the production process New products are slight variations of existing configurations Technical or market uncertainties create high risk of failure

TECHNOLOGY PUSH PRODUCTS

PLATFORM PRODUCTS

DISTINCT FEATURES Process generally includes distinct planning concept development, system level design, detail design, detail design, testing and refinement and production ramp-up phases Planning phase involves matching technology and market. Concept development assumes a given technology Concept development assumes a proven technology platform Either an existing production process must be specified from the start or both product and process must be developed together from the start Similarity of projects allows for a streamlines and highly structured development process Risk are identified early and tracked throughout the process Analysis and testing activities takes place as early as possible. Detail design and testing phases are repeated a number of times until the

EXAMPLES Sporting goods, furniture tools

Gore-tex rainwear, tyvek envelopes

Consumer electronics, computer printers Snack food, breakfast cereals, chemicals, semiconductors

PROCESS INTENSIVE PRODUCTS

CUSTOMISED PRODUCTS

Motors, switches, batteries, container Pharmaceuticals, space systems

HIGH RISK PRODUCTS

QUICK BUILD PRODUCTS

Rapid modeling and prototyping enables many design build- test-cycles

Software, cellular phones

COMPLEX PRODUCTS

System must be decomposed into several subsystems and many components

product is completed or time/ budget runs out Subsystem s and components are developed by many teams working in parallel, followed by system integration and validation.

Airplanes, automobiles, ships

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