42629 lecture 3 pt4

Integrated Product Development

Improving Market PositionThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/[email protected]

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“Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark”

https://sites.google.com/site/thomasjameshowardhomepage/

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2012Original material by Thomas J. Howard for course 42629 – Innovation and Product Development Department of Mechanical Engineering, The Technical University of Denmark

2

Customer relationship modelling

MarketProduct

ProductionBusiness

Designing the Market and Product

simultaneously


3

Case study

The initial project brief:

“To design quick release security screws for small paintings.”

Clive Stevens (Managing Director) of Euronova.


4

Defining a market

• In the UK last year there were 42 thefts from Museums and Galleries from about 2,700 organisations.

• In probability terms this works out at a 1:60 chance of a theft from a single organisation per year.

• The pattern of crime has migrated from night-time and fraud, to snatches during open hours. 64% of thefts were from displays during the day.


5

ANTI-CUSTOMERArt Thief

Whose market?

FOUNDATION LEVELConsultant

PRIMARY CUSTOMEREuronova

SECONDARY CUSTOMER

Art Galleries

TERTIARY CUSTOMER

Art Observers


6

Stakeholders and their relations

User

Coffee supplier

Coffee beans

Wittenborg

Coffee contact

Company/customer

Communication

Money-flow

Products/materials

Service

Key

[design.ing student project, 2004

from McAloone, Bey & Mougaard 11]


7

Design Insert

Packaging Firm

Supply chain modelling

Cap Manuf’

Assemble

Filling bottle

Product producer

Capping bottle

Manuf’ insert

Injection Moulding

Consumer

Selling

Retail Outlet

Labelling

Tamper

proofing

Quality

control


8

Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11


9

Stakeholders and activities

Randmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model of product, service and business development”, ICED11


10

Ship owner

Stakeholders and activities 2

[Bachelorprojekt, 2006]


11

Product and user lifecycles

Tan, A., McAloone, T.C., Andreasen, M., “What happens to integrated product development Models with product/service-system approaches?”, The 6th Integrated Product Development workshop, 2006


12

Applying IPD to NPDSketch a product life and activity cycles for sun lotion

Try to suggest a new configuration.


13

Applying IPD to NPD

Need Situation:

Purchase of sun lotion is always pre-emptive.

Responsible people get burnt by being caught in ‘surprise sunshine’ (forgetting lotion)

Cream needs to be available to the user when s/he needs it


14

Our solution...


15

How do the stakeholders and activities interlink for you business

proposition?

Try to sketch it out and consider opportunities to add value to your

business offering.

Advances in IPDProduct portfolio and business development


17

A business dimension


18

How is Product-Business Integration achieved?

Fitting within a portfolioTechnology Road-mappingProduct platformsMarket segmentation


19

Project portfolios

[From Ulrich and Eppinger 5th ed.]


20

Technology roadmapping



21

Product Platforms



22

Market segmentation



23

Questions

?


24

Final thought

Image from Prof. Winston Knight’s presentation: Life Cycle Design of Products

42629 lecture 3 pt4

Education