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lesson 2 production management, Apuntes de Dirección de la Producción

Universidad Rey Juan Carlos (URJC)Dirección de la Producción

PRODUCT DESIGN, STRATEGIC DECISIONS IN PRODUCTION AND OPERATIONS MANAGEMENT

Tipo: Apuntes

2022/2023

Subido el 24/05/2023

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LESSON 2: GOODS AND SERVICES DESIGN
PRODUCT STRATEGY OPTIONS SUPPORT COMPETITIVE
ADVANTAGE
What’s' a' product?' Everything'uses' to' satisfy' customers' needs,' product' refers' to' tangible' goods,' but'
also'to'services.'
Satisfying'customer'needs'is'the'essence'to'acquire'competitive'advantage.'
Product( decision:' to' develop' and' implement' a' product' strategy' that' meets' the' demands' of' the'
marketplace'with'a'competitive'advantage.'So'product'strategy'may'focus'on'developing'a'competitive'
advantage'via'differentiation,'low'cost,'rapid'response'or'combination'of'all'of'them.'
The'strategical' decision' about' products'consist' of:' selection' of' the'product,'deBinition'of' the' product,'
design'of'the'product'and'development'of'the'product'
Competitive( advantage:' through' different' vias.' Eg.' Some' hospitals' offer' unique' and' high-quality'
products'(differentiation).'Taco'Bell'offers'low-cost'menus'(low'costs).' Toyota'offers'rapid'response'to'
consumer'demand.'
Product(life(cycle.'It'depends'on'the'stage.'
Product-by-value( analysis.'Listing'products'in'descending'order'of'their'individual'dollar'
contribution'to'the'Birm.'
Examples:'
Shouldice' Hospital:' differentiate' themselves'specializing' in' hernias' and' offering' unique' and' high'
quality'products.'
Taco'Bell:'focused'on'lowering'costs.'How?'Menu'designed'with'a'minimum'labor'in'small'kitchens.'
Toyota:'competitive'advantage'through'the'rapid'response.'
GM:' they' redesigned' steering' column' with' simple' designs' with' 30%' fewer' parts' and' increase'
quality'and'efBiciency.'
Competing on differentiation
Uniqueness' can' go' beyond' both' the' physical' characteristics' and' service' attributes' to' encompass'
everything'that'impacts'customer’s'perception'of'value'
-Safeskin'gloves'–'leading'edge'products''
-Walt'Disney'Magic'Kingdom'–'experience'differentiation'
-Hard'Rock'Cafe'–'dining'experience'
Competing on cost
Providing' the' maximum' value' as' perceived' by' customer,' but' minimizing' costs.' Does' not' imply' low'
quality.'
-Southwest'Airlines'–'secondary'airports,'no'frills'service,'efBicient'utilization'of'equipment'
-Wal-Mart'–'small'overhead,'shrinkage,'distribution'costs'
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LESSON 2: GOODS AND SERVICES DESIGN

PRODUCT STRATEGY OPTIONS SUPPORT COMPETITIVE

ADVANTAGE

What’s a product? Everything uses to satisfy customers needs, product refers to tangible goods, but also to services. Satisfying customer needs is the essence to acquire competitive advantage. Product decision : to develop and implement a product strategy that meets the demands of the marketplace with a competitive advantage. So product strategy may focus on developing a competitive advantage via differentiation, low cost, rapid response or combination of all of them. The strategical decision about products consist of: selection of the product, deBinition of the product, design of the product and development of the product Competitive advantage: through different vias. Eg. Some hospitals offer unique and high-quality products (differentiation). Taco Bell offers low-cost menus (low costs). Toyota offers rapid response to consumer demand. Product life cycle. It depends on the stage. Product-by-value analysis. Listing products in descending order of their individual dollar contribution to the Birm. Examples: Shouldice Hospital: differentiate themselves specializing in hernias and offering unique and high quality products. Taco Bell: focused on lowering costs. How? Menu designed with a minimum labor in small kitchens. Toyota: competitive advantage through the rapid response. GM: they redesigned steering column with simple designs with 30% fewer parts and increase quality and efBiciency.

Competing on differentiation

Uniqueness can go beyond both the physical characteristics and service attributes to encompass everything that impacts customer’s perception of value

  • Safeskin gloves – leading edge products
  • Walt Disney Magic Kingdom – experience differentiation
  • Hard Rock Cafe – dining experience

Competing on cost

Providing the maximum value as perceived by customer, but minimizing costs. Does not imply low quality.

  • Southwest Airlines – secondary airports, no frills service, efBicient utilization of equipment
  • Wal-Mart – small overhead, shrinkage, distribution costs

Competing on response

Flexibility is matching market changes in design innovation and volumes. Reliability is meeting schedules. Timeliness is quickness in design, production, and delivery

Product life cycle

Products born, live and die.

1. INTRODUCTION: High expenses: unusual such as research, product development, process modiBication, suppliers development. Negative cash Blow. Low sales 2. GROWTH: Product design stabilized. Effective forecasting of capacity is needed. Accomodaty capacity to increase in product demand. Increasing sales and reducing expenses.. Loss but starting sales revenues but not net proBit. Negative CF but starting Positive CF. 3. MATURITY : Product is mature and market and competitors are established. Innovative production is needed. Improving cost control. Net proBit and higher sales, but be careful as if we don’t innovate, sales will decline 4. DECLINE : Dying products are usually poor products. So we may let them dye. As investing money to “renew them or redesign them” could be very expensive. Unless if it is part of reputation brand… Production should be terminated and looking for new ideas, designs…Losses New product opportunities:

  • Understand the customer’s needs. Some products are developped by “lead users”: companies, organizations, individuals ahead of market trends.
  • Economic changes bring increasing levels of new products. Crisis, boom, recession.
  • Sociological and demographic changes: for instance decreasing family size, homes, apartments, automobiles...
  • Technological change make possible new products
  • Political and legal changes: new taxes, tariffs, agreements… PRODUCT DEVELOPMENT PROCESS
  1. Generating ideas from different sources
  2. Evaluating those ideas: being able to carry out the idea (cash)
  3. Customer requirements
  4. Preliminary design
  5. Functional speciBications: how the product will work.
  • Assigning product managers.
  • Teams: product development teams, design for manufacturability teams, value engineering teams. ISSUES FOR PRODUCT DESIGN There are several important techniques to design a product:
  • Robust design
  • Modular design
  • Computer-aided design (CAD)
  • Computer-aided manufacturing (CAM) ◦ Virtual reality technology
  • Value analysis
  • Evironmentally-friendly designs Robust design: The product is designed so that small variations in production or assembly do not adversely affect the product. Modular design: A design in which parts and components are Blexible enough to be interchanged or replaced. They offer great Blexibility to production and marketing. It makes product development, production and other changes easier. CAD (design) and CAM (manufacturing): Computer-aided design. Interactive use of a computer to develop a a product design and prepare engineering documentation. With this technique it is easy to create and evaluate new designs or modiBications, saving time and costs. Could be used with CAM. BeneBits: gives more alternatives, increase product quality, shorter design and manufacturing time, production cost reductions, database availability, new capabilities (to rotate partes, to check, use of numerically controlled machine tools…) Virtual Reality Technology: Visual form of communication in which images substitute for reality and typically allow the user to respond interactively. Simulation techniques that help to check physical characteristics of the product (with computer). Eg: changes to mechanical design, restaurant layouts, amusement park rides… Value analysis: Computer program that helps to simplify the design and reduce costs. Value engineering focuses on preproduction design improvement, value analysis, a related technique, takes place during the production process, when it is a clear that a new product is a susccess. Evironmentally-friendly designs: Production system in a way that supports conservation and renewal of resources at any stage: at the design, production and the destruction. (recycling for eg. Cars, plastic components...) RELIABILITY EXERCISES FR = Product Failure rate % Reliability = 1 – FR FR(N) = Number of failures during a period of time MTBF = Mean Time Between Failures FR = Failure rate % = number of failures * number of units tested FR(N) = number of failures number of unit-hours of operation time Reliability = 1 – FR MTBF = I FR(N)