New Product Development_3501

New Product Development_3501 - New Product Development What...

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Unformatted text preview: New Product Development What is product development all about? Product development is the set of activities beginning with the perception of a market opportunity and ending in the production, sale, and delivery of the product Ulrich & Eppinger, 2002 Some products Stanley Tools Jobmaster Screwdriver Rollerblade In- Line Skate HP DeskJet Printer VW New Beetle Automobile Boeing 777 Airplane Annual Production volume Sales lifetime Sales price Number of unique parts Development time Internal development team (peak size) External development team (peak size) Development cost And their development efforts.. Product Development Strategy Task: Define a well-defined product development process and propose a product development organization that will allow your company to compete effectively over the next decade. Is there a standard development process that will work for every company? What milestones will be used to divide the overall product development process into phases? What role do experts from different functional areas play in the development process? Should the development organization be divided into groups corresponding to projects or to development functions? Product Development Process Phase 0 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Planning Concept Development System-level Design Detail Design Testing and Refinement Production Ramp-Up Ulrich and Eppinger 2004 Generate mission statement (target market, business goals, key assumptions and constraints) Example Mission : design a better hand-held roofing nailer Assumptions : The nailer will use nails (as opposed to adhesives, screws, etc.) The nailer will be compatible with nail magazines on existing tools The nailer will nail through roofing singles into wood The nailer will be handheld. Product Development Process Phase 0 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Planning Concept Development System-level Design Detail Design Testing and Refinement Production Ramp-Up Ulrich and Eppinger 2004 Identify needs of target market; Select several product concepts for further development and testing Example Needs of target market : The nailer inserts nails in rapid succession. The nailer is lightweight. The nailer has no noticeable nailing delay after starting tool. Product concepts : Rotary motor with spring and single impact Rotary motor with spring and multiple impacts Linear motor with a moving mass and single impact Product Development Process Phase 0 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5 Planning Concept Development System-level Design Detail Design Testing and Refinement Production Ramp-Up Ulrich and Eppinger 2004 Define product architecture Decompose product into subsystems and components Define final assembly scheme Product Development Process...
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New Product Development_3501 - New Product Development What...

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