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Om CH-3 3

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34 views23 pages

Om CH-3 3

Uploaded by

halkanom646
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
You are on page 1/ 23

CHAPTER THREE

Design of The Operation System

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3.1. PRODUCT AND SERVICE DESIGN

• Product design defines a product’s


characteristics, such as its appearance, the
materials it is made of, its dimensions and
tolerances, and its performance standards.

• Service design defines the characteristics of a


service, such as its physical elements, and the
esthetic and psychological benefits it provides.
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• The objectives of product and service design :
oTo introduce new or revised products or service to
the market as quickly as possible.

oTo make easier to manufacture, use, and


repair.
oTo design product or service that have customer
appeal;
oTo increase the level of customer satisfaction;

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oTo reduce costs and;
oTo increase quality

• In general, the main objective of good design,


whether of products or services, is to satisfy
customers by meeting their actual or
anticipated needs and expectations.

4
3.2. Phases/ Steps of Product Design
• The three major functions involved in product and
service design are :
oMarketing : has the responsibility of suggesting ideas
for new product and customer interest.
oProduct development: responsible for moving the
technical concept of the product to its final design.
oManufacturing/operation: selecting and/or configuring
the process by which the product is to be
manufactured. 5
Steps in product design and redesign
1. Idea development

• Generating the possible new product and service design


idea.

• Sources including:
oCustomer view points
oInternal sources (employees, manager, owner,…)
oCompetitors as a source (Perceptual maps,
benchmarking & Reverse Engineering )
oOther external sources 6
• Perceptual maps, benchmarking, and reverse
engineering can help companies learn from
their competitors.

• Perceptual maps compare customer


perceptions of a company’s products with
competitors’ products.

• visual method of comparing customer


perceptions of different products or services.
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• Benchmarking refers to finding the best-in-class
product or process, measuring the performance of your
product or process against it, and making
recommendations for improvement based on the
results.

• comparing a product or process against the best-in-


class product.

• The benchmarked company may be in an entirely


different line of business.
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• Reverse engineering refers to carefully dismantling and
inspecting a competitor’s product to look for design
features that can be incorporated into your own
product.

• For example, Ford used this approach successfully in its


design of the Taurus automobile, assessing 400
features of competitors’ products and copying,
adapting, or enhancing more than 300 of them,
including Audi’s accelerator pedal, Toyota’s fuel-gauge
accuracy, and BMW’s tire and jack storage. 9
2. Product screening

• Evaluating the ideas to determine its likelihood of success.

• The screening process consists three major analysis:


o Market analysis: Evaluating the product concept with potential
customers through interviews, focus groups and other data
collection methods.
o Economic analysis: estimates of production and demand, estimates
of costs and profit, and comparing them with estimates of demand.
Techniques such as cost-benefit analysis, decision theory, and NPV
and IRR
o Technical analysis: determining whether there is the technical
capability to manufacture the product.
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3. Preliminary design and testing

• Translate general performance specifications into


technical specifications.

• Prototypes are built and tested for revising, rebuilding a


prototype, and testing continues.

4. Final design

• Few ideas will reach the final product selection stage.

• Final specifications are then translated into specific


processing instructions to manufacture. 11
Methods to improve quality of design
A. Quality Function Deployment (QFD)

• Getting the voice of the customer in to the design specification of


product.

• Using inter functional teams from marketing, design engineering,


and manufacturing.

• Begins with studying and listening to customers determines the


characteristics of a superior product.

• Through market research the customers’ product needs and


preferences are defined.
12
B. Value Analysis/ Value Engineering (VA/VE)

• Its purpose is to simplify products and processes.

• identifying and eliminating unnecessary cost, reduced


complexity of products, improvement of functional
aspect of the product, improved job design and safety,
improved maintainability or serviceability of the
product.

• VA deals with product already in production process


where as VE focus on pre-production design
improvement (cost-avoidance method). 13
Factors to consider in product design
1. Design for Manufacture

• Consider how easy or difficult it is to manufacture the product at


design stage.

• we should produce a product easily and profitably


(economically).

• DFM guidelines focus on three issues:

o Design simplification: reducing the number of parts and


features of the product.

o Design standardization: use of common and interchangeable


parts.
14
oDesign Specification: is a detail description of
material, parts, or products including physical
dimensions.

• These specifications profiled production department


with precise information about the characteristics of
products to be produced.

15
2. Concurrent Engineering

• It is an approach that brings many people together in


the early phase of product design in order to
simultaneously design the product and the process.

• The old approach to product and process design was


“over-the-wall”, in which other functional areas will
play their role after designers of the idea come up with
the exact product characteristics.

16
3. Robust design: A product designed to
withstand variations in environmental and
operating conditions is said to be robust or to
possess robust quality.

• The steering and brakes of a car, for example,


should continue to perform their function even
on wet, winding roads or when the tires are not
inflated properly.
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• The more the robust a product is, the less likely that it
will fail due to a change in the environment in which it
is used or in which it perform.

4. Design for environment (DFE):- involves many aspects


of design, such as designing products from recycled
material, reducing hazardous chemicals, using
materials or components that can be recycled after
use, designing a product so that it is easier to repair
than discard, and minimizing unnecessary packaging.
18
5. Design for procurement: is another strategy used in
concurrent engineering. It places explicit considerations
of component parts supply during the initial development
of product- service design.

• What is the supply base for the required component parts?

• What is the capacity of that supply base?

• At what cost can parts be made and at what level of


conformance quality?

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6. Computer-aided Design (CAD) a software system
that uses computer graphics to assist in the
creation, modification, and analysis of a design.

20
Strategies for new product introduction
A. Market pull View

• Firm begins product development with a market opportunity and to


satisfy the market need.

• The customer needs are determined.

B. Technology push view

• Firm begins with a new proprietary technology and looks for an


appropriate market in which to apply this technology.

• To gain the advantage of developing superior technologies and


products.

• The products are then pushed into the market and marketing job is
to create demand for these superior products.
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C. Inter functional view
• This view holds that the product should not only fit
the market needs but have a technological advantage
as well.

• All functions such as marketing, engineering and


finance should cooperate to design the new products
needed by the firm.

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