Basic principles in product engineering Professor Y. C. Chan Chair Professor of Electronic...
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Basic principles in product engineering
Professor Y. C. Chan
Chair Professor of Electronic Engineering
Engineers in Society ( EE3014 )
Lecture Series
Product Life Cycle
Figure 1 shows the hypothetical course of a product’s sales and profits from inception to demise. The product life cycle begins when the company finds and develops a new product idea. During product development, the company accumulates increasing investment costs. After the company launches the product, sales pass through an introductory period, then through a period of strong growth, followed by maturity and eventual decline. Meanwhile profits go from negative to positive, peak in the growth or mature sales stages, and then decline.
The product life cycle presents companies with two major challenges. First, because all products eventually decline, the firm must develop a process for finding new products to replace aging ones (the problem of new product development.) Second, the firm must understand how its products age, and adapt its marketing strategies for products as they pass through different life-cycle stages.)Source: Principles of Marketing, Prentice-Hall International Editions, Philip Kotler (8 th Edition, 1999)
Engineers in Society
Lecture Series
Product Life Cycle
Source: Principles of Marketing, Prentice-Hall International Editions, Philip Kotler (8 th Edition, 1999)
Engineers in Society
Lecture Series
Fiber O
ptic
Techn
ologie
s
Display
Techn
ologie
s
Micr
oelec
tronic
s
Techn
ologie
sPackaging
Technologies
Magnetic/Optical
Storage Technologies
Consumer
Computer
Telecom
Medical
Aerospace
Transportation
USA
Sof
twar
e, A
ppli
cati
ons
Battery Technologies
PLC applies to every product & service
Engineers in Society
Lecture Series
Every part needs product development & innovation
Apple® Computer
Nokia® Cellular Phone
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Lecture Series
Product life cycle - a key concept in engineering and product development
• R & D• Introduction• Growth• Maturity• Decline
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Lecture Series
Paradigm shift in operating business
• Changing business models• Dynamic market • Globalization• Maximization of cost-effectiveness
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Lecture Series
User Driving Force1. Portability
– Smaller Dimensions– Low Power
2. Personal Digital Assistant (PDA)– Wireless Communication– Display Technologies
3. Multi-media– Digital Signal Processing, Data, Voice
and Video Compression – Display Technologies– Intelligence on Networking– MPEG, JPEG
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Lecture Series
Technology Driving Force
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Lecture Series
1. IC design and fabrication technology
- Smallest feature sizes in IC, design rules and reliability, cost etc
2. RF Technology– Wide Band and Digital Communication, Wireless
Revolution
3. Fibre Optics bandwidth, and transmission rates
4. Electronic Design Automation– Moore’s law – Chip complexity increases at the
phenomenal rate of about 2X every two years.– Productivity has to increase by 2X every two years.
Future Trend
1. Convergence of computers, communications and consumer Electronics e.g. Multimedia telecommunications
2. Confluence of technologies driving new products (Video / data compression RF, Handwriting Recognition, wideband transmission, micro fabrication, communication software etc.) e.g. mobile telephone / computer
3. Software and content determining industry growth
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Lecture Series
Strength and Weakness of Hong Kong
Strength - Cost efficiency, timely delivery, high quality and market intelligence
- Cosmetics, appearance, user interface & Manufacturability
Weakness - Not enough R & D and after sales services weak in promoting brand name
Engineers in Society
Lecture Series
Business Model
Partnership
US/Europe/Japan provide R & D (New Product ideas)
China provides Labour and Land for manufacturing
Hong Kong acts as marketing, distribution and financial Centre.
Engineers in Society
Lecture Series
Challenge and Development
1. Recognize the various threats and opportunities in the rapid changing society. Turn them to advantages
2. Acquire technologies and skills required to participate in the emerging market
3. Be an Entrepreneur with positive attitude
Engineers in Society
Lecture Series