Product Planning

Teaching materials to accompany: Product Design and Development

Chapter 3 Karl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.

Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000.

Chapter Table of Contents 1. Introduction2. Development Processes and Organizations3. Product Planning4. Identifying Customer Needs5. Product Specifications6. Concept Generation7. Concept Selection8. Concept Testing9. Product Architecture10. Industrial Design11. Design for Manufacturing12. Prototyping13. Product Development Economics 14. Managing Projects

Product Development Process

PlanningPlanning Concept Development

Concept Development

System-LevelDesign

System-Level Design

DetailDesign Detail

Design Testing and Refinement

Testing and Refinement

ProductionRamp-Up

Production Ramp-Up

Four Phases of Product Development

The product planning phase precedes the product development process.

Xerox Lakes Project Example

Xerox Document Centre 265

Used w

ith permission

Newer models manufactured by Xerox Corporation. Used with permission

Newer models manufactured by Xerox Corporation. Used with permission

The Product Planning Process

Evaluate and Prioritize Projects

Allocate Resources and

Plan TimingPortfolio of

Projects

Multiple Projects

Complete Pre-Project PlanningProduct

Plan Mission

Statements

Product Development

Process

Identify Opportunities

A Product Plan

New Hodaka LegendPlatforms Lakes Project

Product Derivatives H-Net Release

L-Net

Improvements 595 6010 392 393

Fundamentally New Astro

1996 1997 1998 1999 2000

Market Segment MapM

arke

t Seg

men

t

1998 19991997 2000

Department

Workgroup 40 ppmnetwork

$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 ppmnetwork

$35k

Legend Xerox

product

competitorproduct

potentialcompetitor

65 ppmnetwork

$31k

Year of

Hodaka Project

Lakes Project Lakes

Extensions

HodakaProject

Lakes Project Lakes

Extensions

Personal

Release

Technology S-Curves

Light-LensTechnology

DigitalTechnology

Cop

ier P

erfo

rman

ce

Time

Technology Roadmap Functional Elements Technologies

Photo-receptor

Cylindrical Drum

Scanner Layout

3-Pitch Belt Photoreceptor

n-Pitch Belt Photoreceptor

Full-Width, Linear Array without Optical Reduction

2D CCD Array w/Optical Reduc.

High Temperature

Toner Type

Output Modes

User Interface

Image Processing

Diagnostics

Low Melting Point

Low Melting Point, Low Emission

Color: Paper, Fax, Scan, Local Network, Internet

Monochrome: Paper, Fax, Scan, Local Network, Internet

Keypad Touch Screen, Remote PCTouch Screen

Automatic Image Quality 1200 dpi600/1200 dpi 1800 dpi600 dpi

Document Centre

220, 230 Hodaka

On-Board Diagnostics

Project

Document Centre

240, 255, 265

Document Centre 2XX

Lakes

Document Centre 3XX NextLakes

Project Extensions Platform

Remote-Dialup Diagnostics

Remote Repair

Time

Platforms vs. Derivatives

Research and Technology

Development

Platform Platform B Platform A

Legend

Product Project Development Product

Release

Derivative Product

Development

time

Product-Process Change Matrix

Research and Technology

Development

New Core

Product

Next Generation

Product

Addition to Product

Family

Minor Product

Enhancement

No Product Change

Extent of Production Process Changes

New Next Single Tuning and No Core Generation Department Incremental Process

Process Process Upgrade Changes Change

Lakes Project

BreakthroughDevelopment

Projects

Platform Development

Projects

Derivative Product

Development

Current Product/Process

Support

Exte

nt o

f Pro

duct

Cha

nges

Aggregate Resource Planning

140%

1 0 0 %

U

t i l i z a t i o n

Mec

hani

cal D

esig

n

Elec

trica

l Eng

inee

ring

Man

ufac

turin

g En

gine

erin

g

Softw

are/

Firm

war

e

Indu

stria

l Des

ign

Mec

hani

cal D

esig

n

Elec

trica

l Eng

inee

ring

Man

ufac

turin

g En

gine

erin

g

Softw

are/

Firm

war

e

Indu

stria

l Des

ign

Mec

hani

cal D

esig

n

Elec

trica

l Eng

inee

ring

Man

ufac

turin

g En

gine

erin

g

Softw

are/

Firm

war

e

Indu

stria

l Des

ign

120%

80%

60%

40%

C

a p a c i t y

20%

0%Ye ar 1 Ye ar 2 Ye ar 3

Lakes Project Mission StatementProduct Description • Networkable, digital machine with copy, print, fax, and scan functions Key Business Goals • Support Xerox strategy of leadership in digital office equipment • Serve as platform for all future B&W digital products and solutions • Capture 50% of digital product sales in primary market • Environmentally friendly • First product introduction 4thQ 1997 Primary Market • Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.) Secondary Markets • Quick-print market • Small ‘satellite’ operations Assumptions and Constraints • New product platform • Digital imaging technology • Compatible with CentreWare software • Input devices manufactured in Canada • Output devices manufactured in Brazil • Image processing engine manufactured in both USA and Europe Stakeholders • Purchasers and Users • Manufacturing Operations • Service Operations • Distributors and Resellers