Bahan Kuliah By DR A. Riza Wahono. Background Challenge : for product/services ?Pelanggan yang...

Bahan Kuliah

By

DR A. Riza Wahono

Background Challenge : for product/services

Pelanggan yang semakin meminta Adanya perubahan teknologi yang cepat Environmental issues tekanan kompetitif thd kualitas dan harga waktu yang lebih singkat ‘Shorter time to

market’

Product DevelopmentDr A. Riza Wahono : “ Introduction ” Modul 1 2

Engineering Design, Technology and Value Added

Peningkatan nilai tambah pada sebuah produk

desain , akan bernilai proporsional dengan

tingkatan/level dari aplikasi teknologi

Build a better kilogram,

Product DevelopmentDr A. Riza Wahono : “ Introduction ” Modul 1 3Product DevelopmentDr A. Riza Wahono : “ Introduction ” Modul 1 3

PRODUCT DESIGN & VALUE ADDED

PRODUK US$/KG Multiplication

1. Beras 0.24 12. Minyak Goreng 0.39 1.633. Kapal Kargo 2.2 9.174. Mobil Standar 11 45.835. Kereta Api 16.1 67.086. Mobil Mewah 22 91.677. Alat Alat NC Mesin 24.2 100.838. TV Berwarna 35.2 146.679. Kapal Selam 99 412.5010. Semi Konduktor 220 916.6711. Komputer Mainframe 352 1466.6712. Kamera Video 616 2566.6713. Pesawat Terbang Baling Baling 660 275014. Pesawat Terbang Berbadan Lebar 770 3208.3315. Engine Pesawat Terbang 1980 825016. Super Komputer 3740 15583.3317. Pesawat Tempur 5500 22916.6718. Satelit 44000 183333.33


Product Development Process Production

Build &

Shop floor Documentation

Project Management

Process Planning

Material Planning

and Control

ReleaseProcess

Design Draughting

Creation ofBill of Material

Detail Design

N/CProgramming

Checking

TechnicalDocumentationHandbook. Etc

ReproductionBuild &

Test

Tool DesignDesign

Analysis

Concept Design

REQUIREMENTS

SHIP


Design in Project Context Company

Project RESOURCES

SupplierDesign

Competition

Brief

TASK

SpecificationConceptual Design

Process PlanningProd document

ConceptEmbodiment Design

LayoutDetail Design

Manufacturing Data

Task Clarification

Manufacture/InspectionComponents

Assembly/Testing

New ProductDistribution/Delivery

Working ProductOperation

Worn Product

Discarded ProductDisposal

Administration Services

ENGINEERING

Personnel

Marketing

R & D

Sales

Purchasing

Q A/ Q C

Accounts

Costumer Service

Maintenance

TECHNOLOGYMaterials Energy

Funding

Services

Information

Finance

Management

USER


Old Business Concept

• Sequential Engineering Process

MarketingEngineering

/DesignTestManufacture

Full Production

Information Flow

Errors, Change or corrections


Old Design Concept

• Kurangnya spesifikasi produk mengakibatkan terjadinya jumlah modifikasi yang excessive

• Sedikit pertimbangan proses manufaktur pada tahapan desain

• Jumlah Estimasi biaya tidak tepat karena adanya biaya perubahan

• Perubahan yang terlambat mengakibatkan biaya mahal untuk tooling dan equipment lainnya

Cumulative Information

Cost for changes

Ability to make Changes

Design

Time R

elat

ive

Uni

t


S A P 1. Introduksi2. New produk development : Proses Inovasi3. Pengembangan Bisnis4. Sampel kasus; N21305. QFD6. Identifikasi kebutuhan pengguna7. Desain metodologi8. Proses desain9. Struktur desain10. Indutrial desain11. CAD & CAM12 Prototyping13. DFM14. Kasus Produk


New Product Development

Product Life Cycle

The structure of innovation processProduct Planning

Idea findingProduct policy

Strict DevelopmentTechnical development processCommercial development Process

Product DevelopmentDr A. Riza Wahono : “ Proses Inovasi ” Modul 2 11

A product is something sold by an enterprise to its customer

New Product Development is a set of activities beginning with perception of a market opportunity and ending in the production, sale, delivery of product and disposal of product.



The economic success of a firms depend on their ability to identify the need of customer and quickly create product that meet these needs and can be produced at low cost.

In achieving these goals, it is not solely a marketing problem, nor is it solely design problem or manufacturing problem

It is a product development problem involving all of these function



•

DISPOSAL NEED

DESIGN DEVELOPMENT

PRODUCTIONDISTRIBUTION

USAGE

ProductLife Cycle

Product Life CycleNew Product Development


Product Life Cycle in Sales History

SA

LE

S &

PR

OF

IT

TIME

INT

RO

DU

CT

ION

GR

OW

TH

MA

TU

RIT

Y

DE

CL

INE

PROFIT

SALES



Life Cycle Concept of Product Design

DISPOSAL NEED

DESIGN DEVELOPMENT

PRODUCTIONDISTRIBUTION

USAGE Life CycleDesign

Ease of Manufacturing

Environmental Protection

Working Condition

Resource Optimisation

Product Properties

Company Policies Life Cycle Costs



Life Cycle Cost New Product Development

COMPANY COST

Market Recognition

Development

Material, Energy,Facilities, WagesSalaries etc

Transportation,Storage, Waste

Warranty service

USERS COST

Transportation,storage

Energy, material,maintenance

Disposal dues

Recycling dues

SOCIETY COST

Waste, pollution, health damages

Waste, pollution, packagings, health damages

Waste, pollution, health damages

Waste handling, disposal, pollution, health damagesWaste, pollution, health damages

NEED

DESIGN

PRODUCTION

DISTRIBUTION

USAGE

DISPOSAL

RECYCLING

DEVELOPMENTPHASE



Life Cycle Cost of Oil Platform

Discovery Of Hydrocarbon

Feasibility & Planning

Design & Build

Installation & Hook-UpProduction of Hydrocarbon

Cessation of Production

DecommissioningDecommissioning

Disposal

Abandon



Life Cycle Cost Sample

WEST CAMERON 480 ABANDONMENT COST

1. Plug & Abandon Two Wells $ 651,000 2. Cut & Remove Conductors $ 480,000 3. Decommission Production Equipment $ 22,000 4. Turtle Rescue Divers $ 99,764 5. Mechanically Cut Piles $ 193,000 6. Derrick Barge Standby While Cutting Piles $ 377,000 7. Derrick Barge Lump Sum to Remove & Topple $ 1,056,000 8. Donation to T.P. & W.D. $ 142,738 9. Surveying , Navigation, Tow Route $ 123,00010. Engineering, Inspection & Management $ 80,00011. Site Clearance $ 335,00012. National Marine Fisheries Services $ 5,60013. Miscellaneous $ 34,89814. Total $ 3,600,000


COOK INLET14

OFFSHORECALIFORNIA

30

SOUTHAMERICA

340

GULF COAST4800

NORTH SEAAND EUROPE

300

NORTH AFRICA100

WEST AFRICANCOAST

380

AUSTRALIA17

ASIA950

MIDDLE EAST750

(1992)

WORLDWIDE PLATFORM DISTRIBUTION



BalancedSolution

Triangle of Forces

Environmental

CostRisk


Life Cycle Concept of Product Design

OBJECTIVE

Environmental

CostRisk

RequirementBalancedSolution

BEST HUMAN, ENVIRONMENTAL AND PRACTICAL OPTION (BHEPO)



Why do we need to develop a new product ?



An Industrial Product does not have eternal life, eventually it will vanish from the market either replaced by better product or the need is disappear

The company survival in the future depend on the turn over, hence depend on future product

Future product need innovation



Turnover of a Company In Term of Product Life Cycle

TU

RN

OV

ER

TIME IN YEARS

12

3

4

5

1. Obsolete Product2. Mature Product3. Growth Product4. Recently Introduced Product5. Future Product



New Product Development STIMULUS FOR FUTURE PRODUCT

External Stimuli :Technical and economic obsolescence of the company

products, identified chiefly by a drop in turnoverThe discovery of new research data, procedure or

technologiesNew Market RequirementsEconomic and Political ChangesTechnical and Economic superiority of competing

products



STIMULUS FOR FUTURE PRODUCT Internal Stimuli :

Excess capacity Drop in profitability New discovery by Research Dept in Company Introduction of new production method



WHO DESIGN AND DEVELOPS PRODUCT

Marketing: Relations between firm and customer Identification of product opportunity, market segment etc

Design : Leads the definition of physical form to meet the customer need

Manufacturing: Responsible for designing and operating production system to

produce the product



SOME CHARACTERISTIC OF SUCCESSFUL PRODUCT

Product Quality How good is the product result Satisfy the customer Robust and Reliable Price that customer want to pay Reflected in market share


New Product Development SOME CHARACTERISTIC OF SUCCESSFUL PRODUCT

Product Cost Development cost Production cost

Raw material Manufacturing cost (labour+machine) Investment on machine and tooling

Distribution Cost Operational cost + maintenance


New Product Development SOMECHARACTERISTIC OF SUCCESSFUL

PRODUCT

Development Time How quickly did the team complete the product

development Development time determines how responsive the firm

can be to competitive forces and to technological developments

It also determine how quickly the firm receives the economic return from team’s efforts

Market leader



Ensuring high product quality while minimising manufacturing cost

ECONOMIC SUCCESS

Number of unit sold

Overall QualityOverall Quality

Sales Price

C EC E Manufacturing CostsManufacturing Costs

Profit Margin



ScrewDriver Rollerblade HP Printer Chrysler Boeing 777 IPTN

Jobmaster Deskjet 500 Car N2130

100000 100,000 1.5 million 250,000 50 50

Sales lifetime (year) 40 3 years 3 years 6 years 30 years 30 years

Sales price ($) $ 3 $ 200 $ 365 $ 19,000 $ 130 Million $ 20-25 M

Number of unique parts 3 35 200 10,000 130,000 N/A

Developmental time (year) 1 year 2 years 1.5 years 3.5 years 4.5 years 4 years

Internal Team 3 people 5 people 100 people 850 people 6,800 people N/A

External team 3 people 10 people 100 people 1400 people 10,000 people N/A

Development cost ($) $ 150,000 $ 750,000 $ 50 million $1 billion $ 3 billion $ 2 billion

Production investment ($) $ 150,000 $ 1 million $ 25 Million $ 600 million $ 3 billion $ 2 Billion

Annual ProductionVolume (unit/year)

TARGET/PREDICTION


Future product need innovation

How do they do that ?



POLICY

New Product Development The structure of innovation process

GOALS

STRATEGIES Idea Finding Strict Development Realisation

Innovate ---> comprehensive plan---> Realisation


New Product Development The Phases of Innovation Process

Product Development

Product Planning

Realisation

Strict Development

Idea Finding

Policy Formulation

USEFormulatingGoals & Strategies

Generating and Selecting

Ideas

MarketAssessment

Production

Product Policy

New Business

Idea

Product Designing

Production Development

MarketingPlan

ProductDesign

ProductionPlan

Distribution& Sales


New Product Development Divergence & Convergence in the Innovation Process

ST

AR

T

NE

W B

US

INE

SS

AC

TIV

ITY

PR

OD

UC

T D

ES

IGN

NE

W P

RO

DU

CT

ID

EA

S

PO

LIC

YPolicy

FormulationIdea

Finding

StrictDevelopment

Realisation

Generation of alternative

policy formulations

Evaluation and Selection

Generation of New Product

Ideas

Generation ofDesign

solutions

Generation ofalternatives

and marketing strategies

Divergen Divergen Divergen Divergen


New Product Development The Phases of Innovation Process

STRICT DEVELOPMENT

Commercial Development Process : Business goal (profit, and profitability of product : to know the profit, one must know the costs of development, production, distribution, and sale of new product . This brought into area of marketing)

Technical Development Process : material goal (number of product to be manufactured)

Strict Development

MarketingPlanning

New Business

Idea

Product Designing

Production Development

MarketingPlan

ProductDesign

ProductionPlan


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