Design of Goods

Strategies for New-Product

Introduction
Market

Pull (We Make What We Can Sell)

Technology Push (We Sell What We Can
Make)
Interfunctional

View

Humor in Product Design

As the customer
wanted it.

1984-1994 T/Maker Co.

As Operations made it.

1984-1994 T/Maker Co.

As Marketing
interpreted it.

1984-1994 T/Maker Co.

As Engineering
designed it.

1984-1994 T/Maker Co.

Cross Functional Product Design

Product planning begin with discusion

Product life cycle (PLC)

Product and service design
Introduction new product strategy

Tahapan

Karakteristik

PP

Profit tidak ada

Belum ada penjualan
Tidak ada income
Pengeluaran biaya

Introduction

Mulai ada penjualan

mulai ada untung
Produksi belum stabil
Pemasaraan sederhana

Growt

Penjualan & keuntungan

meningkat Kegiatan operasi
terfokus pada permintaan yang
meningkat dan efisiensi kurang
diperhatikan

Maturity

Penjualan & keuntungan mulai

turun. Pesaing membuat produk
dengan biaya lebih rendah.
Kegiatan operasi mulai efisien
dan melakukan deferensiasi
produk.

Decline

Produk menjadi usang, penjualan

dan keuntungan turun drastis
Tidak berproduksi
Berproduksi barang lebih murah

Gambar PLC

a
n
n
u
a
l

Annual sales

Annual profit

PP

Introd

growth

maturity

decline
Stage

Sumber: Krajewsky

What is a Product?

Need-satisfying

offering of an

organization
Customers buy satisfaction, not parts
May be a good or a service

Product Components
Product

Brand
(Name)

Physical
Good

Product
Idea

Features

Quality
Level

Package

Service
(Warranty)

Generation of New Product

Opportunities
Economic

change

Sociological

and demographic change

Technological

change

Political/legal

change

Changes

in

market practice
professional standards
suppliers and distributors

Product and Service Design Stage

Idea Generation

Market Research
Competitors
Customer
Vendors
Sales
R&D

Screening
Commercial value
1. Marketing criteria
2. Operation criteria
3. Financial criteria
Preliminary design

memproduksi sesuai
dengan hasil evaluasi
skrining ( desain awal)

Prototype testing

Product feature test

Marketing test

Final design

1. Simplification

Idea generation
Screening

Selection

Preliminary design
Prototype testing

Product
design

2. Safety human factors:

ease of use and safety
- specification
- formula
- drawing
3. Reliability

Final design
Process design

Internal & External

Process
design

Process design

Product Development Stages

1. Idea Generation from many sources:
Customer understanding and identifying
customer needs through survey, observation
and marketing research
Competitors through some strategies:

A Perpetual map a visual method of comparing

customer perceptions of different product or
service
Benchmarking comparing a product or process
against the best-in-class product
Reverse engineering carefully dismantling a
competitors product to improve own product

Product Development Stages

2. Feasibility Study:
Market Analysis:

Financial analysis:

assesses potential demand for proposed product,

estimates market share
estimates a price range, production cost, amount of investment
needed
evaluates profit potential
Cost-and-benefit analysis by using NPV and IRR
Estimate risk by using sensitive analysis

Technical analysis:

Technology needed
Capacity available for production
Sufficient Labor and management skill needed

Product Development Stages

3. Preliminary Design involves building a prototype,
testing the prototype, revising the design and
retesting for:

Form design physical appearance of a product: its

shape, color, size, style and aesthetics

Functional design how product will perform by

considering:

Reliability the probability that a product will perform its

intended function for a specified length of time under
normal condition of use
Maintainability the ease of repair

Product Development Stages

4. Final design detailed drawing and
specification for a product
5. Process planning convert design into
workable instructions for manufacture

Issues for Product

Development

Robust design
Modular design
Computer-aided design (CAD)
Computer-aided manufacturing (CAM)
Virtual reality technology
Value analysis
Environmentally friendly design

Robust Design
Product is designed so that small
variations in production or assembly
do not adversely affect the product
Typically results in lower cost and
higher quality

Modular Design
Products designed in easily segmented
components
Adds flexibility to both production and
marketing
Improved ability to satisfy customer
requirements

Computer Aided Design (CAD)

Using computers to
design products and
prepare engineering
documentation
Shorter development
cycles, improved
accuracy, lower cost
Information and designs
can be deployed
worldwide

Extensions of CAD

Design for Manufacturing and Assembly

(DFMA)

3-D Object Modeling

Solve manufacturing problems during the

design stage
Small prototype
development

CAD through the

internet
International data
exchange through STEP

Computer-Aided Manufacturing
(CAM)
Utilizing specialized computers and
program to control manufacturing
equipment
Often driven by the CAD system
(CAD/CAM)

Benefits of CAD/CAM
1.
2.
3.
4.
5.

Product quality
Shorter design time
Production cost reductions
Database availability
New range of capabilities

Virtual Reality Technology

Computer technology used to develop
an interactive, 3-D model of a product
from the basic CAD data
Allows people to see the finished
design before a physical model is built
Very effective in large-scale designs
such as plant layout

Value Analysis
Focuses on design improvement during
production
Seeks improvements leading either to a
better product or a product which can
be produced more economically

Ethics and Environmentally

Friendly Designs
It is possible to enhance productivity,
drive down costs, and preserve
resources
Effective at any stage of the product life cycle
Design
Production
Destruction

The Ethical Approach

View product design from a
systems perspective
Inputs, processes, outputs
Costs to the firm/costs to society

Consider the entire life cycle of

the product

Goals for Ethical and

Environmentally Friendly Designs
1. Develop safe and more environmentally sound
products
2. Minimize waste of raw materials and energy
3. Reduce environmental liabilities
4. Increase cost-effectiveness of complying with
environmental regulations
5. Be recognized as a good corporate citizen

Guidelines for Environmentally

Friendly Designs
1.
2.
3.
4.
5.
6.

Make products recyclable

Use recycled materials
Use less harmful ingredients
Use lighter components
Use less energy
Use less material

Product Strategy Options

Product

differentiation

Low

cost
Rapid response
Product
New

Diversification

Product Development

Desain Operasi Jasa

Jasa: sesuatu yang diproduksi dan dikonsumsi secara
bersamaan (schroeder,1997)
Jasa: bundelan/ikatan dari barang dan jasa yang terdiri (Sesser, Cs):
1. barang secara fisik atau fasilitas barang
2. manfaat yang nikmat atau jasa yang eksplisit
3. manfaat psikologis atau jasa yang implisit

Kerangka kerja jasa

Keterangan Kerangka kerja jasa:

Pelanggan ke Strategi : menemukan kebutuhan
pelanggan

Strategi

Pelanggan ke sistem : sistem dirancang sesuai

dng pikiran pelanggan
Pelanggan ke karyawan: setiap karyawan harus
melayani pelanggan

Pelanggan

Strategi ke sistem : sistem harus mengikuti

strategi secara logis

Sistem

Karyawan

Strategi ke karyawan : setiap karyawan harus

mengetahui strategi
organisasi/perusahaan