《生产质量控制》课程教学课件（PPT讲稿）CH4 Product Planning

Product PlanningChapter 4

Product Planning Chapter 4

Xerox Lakes Project ExampleXXerox Document Centre 265

Xerox Lakes Project Example Xerox Document Centre 265

Product Development ProcessDetailConceptSystem-LevelTestingandProductionPlanningDevelopmentDesignDesignRefinementRamp-UpFourPhasesofProductDevelopmentThe productplanning phaseprecedes the product development process

Planning Product Development Process Concept Development System-Level Design Detail Design Testing and Refinement Production Ramp-Up Four Phases of Product Development The product planning phase precedes the product development process

Strategic Product Planning. Why start development?-Newcustomerneeds- New technology-New laws and regulations- Quality deficiencies in the market

Strategic Product Planning • Why start development? – New customer needs – New technology – New laws and regulations – Quality deficiencies in the market

A Good Product Plan..: Requires information on:-how customers'expectations will changewithin the time covered by the plan- what competitors are doing and how firmstands in relation to its competitors- the current state of technology in areas vital tothe product

A Good Product Plan. • Requires information on: – how customers' expectations will change within the time covered by the plan – what competitors are doing and how firm stands in relation to its competitors – the current state of technology in areas vital to the product

Types of PD ProjectsNew product platformsDerivatives of existing platformsIncremental improvementsBreakthroughs

Types of PD Projects • New product platforms • Derivatives of existing platforms • Incremental improvements • Breakthroughs

The Product Planning ProcessMultipleProjectsEvaluateandAllocateCompleteProductIdentifyPrioritizeResourcesandPre-ProjectDevelopmentOpportunitiesProjectsPlan TimingPlanningProcessPortfolioProductMissionofPlanStatementsProjects

The Product Planning Process

Evaluate and Prioritize Projects· Competitive Strategy- Technological leadership-Costleadership-Customerfocus- Imitative Market SegmentationTechnological TrajectoriesProduct Platform PlanningNew Product OpportunitiesBalance Portfolio

Evaluate and Prioritize Projects • Competitive Strategy – Technological leadership – Cost leadership – Customer focus – Imitative • Market Segmentation • Technological Trajectories • Product Platform Planning • New Product Opportunities • Balance Portfolio

Product Segment Map65ppm65ppmnetwork$23ks31k55ppm60ppmLakesDepartmen$20k$35kLakesProject40ppmExtensionsl$16kea35ppm25ppm40ppmLegend$10k$15k$20kXeroxWorroupproduct30ppm40ppmnetwork$10kcompetitor$20kproductHodakaProjectpotentialcompetitor20ppm25ppm30ppm$8k$9k$10kPersonal20ppm$7k1997199819992000Year ofRelease

Product Segment Map Hodaka Project Lakes Project Lakes Extensions 1997 1998 1999 2000 Department Workgroup Personal 40 ppm network $20k 30 ppm $10k 20 ppm $8k 40 ppm $16k 65 ppm $23k 55 ppm $20k 25 ppm $9k 30 ppm $10k 25 ppm $10k 35 ppm $15k 20 ppm $7k 40 ppm $20k 60 ppm $35k Legend Xerox product competitor product potential competitor 65 ppm network $31k Year of Release

Technology S-CurvesTechnologicalLimitsReachedTechnologicalEarlyBreakthroughsExplorationTime

Technology S-Curves