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Product Planning 4013.315 Architectural Engineering System ...
Transcript of Product Planning 4013.315 Architectural Engineering System ...
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Moonseo Park
39동 433Phone 880-5848, Fax 871-5518
E-mail: [email protected]
Department of ArchitectureCollege of Engineering
Seoul National University
Associate Professor, PhD
Product PlanningProduct PlanningApril 1st, 20094013.315 Architectural Engineering System Design
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
PlanningPlanning
Product Development Process
ConceptDevelopment
ConceptDevelopment
System-LevelDesign
System-LevelDesign
DetailDesignDetail
DesignTesting andRefinement
Testing andRefinement
ProductionRamp-Up
ProductionRamp-Up
Four Phases of Product Development
The product planning phase precedes the product development process.
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
The Product Planning Process
Evaluate and Prioritize Projects
Allocate Resources and
Plan TimingPortfolioof
Projects
Multiple Projects
Complete Pre-Project PlanningProduct
PlanMission
Statements
Product Development
Process
Identify Opportunities
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Session Outline
• Product development opportunities.
• Market competition. • Technology. • Portfolio planning. • Mission statements.
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Product development opportunities
• Marketing/Sales • Research/Technology
Development• PD Teams • Manufacturing • Customers • Suppliers • Other business groups
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
수요자 피드백의 예
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Market competition
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
A Product Plan
1996 1997 1998 1999 2000
Hodaka
Lakes
H-Net
L-Net
Astro
595 6010 392 393
New Platforms
Derivatives
Improvements
Fundamentally New
LegendProjectProduct Release
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Market Segment Map
1998 19991997 2000
Department
Workgroup
Personal
40 ppm network
$20k30 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 network
$35k
LegendXerox
product
competitor product
potential competitor
65 ppm network
$31k
Year ofRelease
Hodaka Project
Lakes Project Lakes
Extensions
Hodaka Project
Lakes Project Lakes
Extensions
Mar
ket S
egm
ent
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Segmentation Matrix for Construction Firms
Buyer Types
Prod
uct
Vari
ety
• Geographical Segments
US Asia Europe
• Client-Type Segments
Firms Hospitals Schools
• or, if necessary, combinations of the above
US Asia
Government Industry
• GC, CM, Turnkey…
• TV, VCR, Camera …
• and so on…
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Michael Porter’s Five ForcesPotential Entrance
Threat of New Entrance
Buyers
Bargaining Power of Buyers
Substitutes
Threat of Substitutes
Industry Competitors
Suppliers
Bargaining Power of Suppliers
Rivalry among Existing Firms
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Segmentation Matrix for Fluor Daniel
Description Buyers
N. America International
Asia Europe S. America Africa
G P I E T G P I E T G P I E T G P I E T G P I E T
GCFP
RB
CMFF
CP
DBFP
RB
TKFP
RB
BOT
Prod
uct V
arie
ty
* Note
G: general building GC: general contract FP: fixed pricet : Fluor Daniel P: process CM: construction managemen RP: reimbursable
: ABB I: industrial DB: design-build FF: fixed fee : Bechtel E: environmental TK: turnkey CP: cost-plus : Kiewit T: telecommunicatio BOT: build-operate-transfer
er
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Technology
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Technology S-Curves
Light-LensTechnology
DigitalTechnology
Time
Cop
ier P
erfo
rman
ce
Which one would be better?
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
유추와 형태 인식비선형 동적 모영
잠재수요 연구기술예측, TRM시나리오 계획
의사결정분석도구옵션 평가모형게임이론
전통적인 분석도구들
분석도구
미래를 예측하는근거가 없음
가능한 결과 범위, 하지만 자연스럽게도출되는시나리오는 없음
미래를 규정하는서로 다른 몇 가지시나리오
전략을 결정하기에충분히 정확한예측
알 수있는것
완전히 모호함(true ambiguity)
대안의 영역 존재(a range of future)
선택 대안 존재 (alternative future)
충분히 예측 가능(a clear future)
불확실성수준
수준 4수준 3수준 2수준 1구분
Technology Roadmap
• 기술요소들 간의 시간적 구조적 관계를 시각적으로 표현
• 기술개발목표 달성을 위한 대안평가 및 핵심기술 확보를 위한 전략적 선택을 도와주는 도구
• 일반적으로 5~10년 또는 그 이상의 중장기 기술 개발을 위한 상위 전략 (High Level Strategy)
• 기술 선정에 관한 합의를 이끌어 내는 방법론인 동시에 기술개발계획을 조정하기 위해 사용되는 틀
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Technology RoadmapFunctional Elements
Photo- receptor
Scanner Layout
Toner Type
Output Modes
User Interface
Cylindrical Drum
2D CCD Array w/Optical Reduc.
Keypad
3-Pitch Belt Photoreceptor
Full-Width, Linear Array without Optical Reduction
Touch Screen, Remote PC
Color: Paper, Fax, Scan, Local Network, Internet
Document Centre
220, 230
Document Centre
240, 255, 265
Document Centre 2XX
Hodaka Project
Lakes Project
Lakes Extensions
Document Centre 3XXNext
Platform
Technologies
n-Pitch Belt Photoreceptor
High Temperature
Low Melting Point
Low Melting Point, Low Emission
Touch Screen
Image Processing
Automatic Image Quality
Diagnostics On-Board Diagnostics
Remote-Dialup Diagnostics
Remote Repair
Time
1200 dpi600/1200 dpi 1800 dpi600 dpi
Monochrome: Paper, Fax, Scan, Local Network, Internet
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Portfolio Planning
- The difference between a product and a platform?- When is a platform appropriate? - When is a new platform necessary?
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Platforms vs. Derivatives
time
Platform BPlatform Product
Development
Derivative Product
Development
LegendProjectProduct Release
Research and Technology
Development
Platform A
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Product-Process Change MatrixExtent of Production Process Changes
Exte
nt o
f Pro
duct
Cha
nges
NewCore
Process
NextGeneration
Process
SingleDepartment
Upgrade
Tuning andIncremental
Changes
NoProcessChange
NewCore
Product
NextGeneration
Product
Additionto Product
Family
MinorProduct
Enhancement
NoProductChange
LakesProject
Research andTechnology
Development
BreakthroughDevelopment
Projects
PlatformDevelopment
Projects
DerivativeProduct
Development
CurrentProduct/Process
Support
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Aggregate Resource Planning
0%
20%
40%
60%
80%
1 0 0 %
120%
140%
Year 1 Year 2 Year 3
C a p a c i t y U t i l i z a t i o n
Mec
hani
cal D
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Ele
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al E
ngin
eerin
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Man
ufac
turin
g E
ngin
eerin
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Sof
twar
e/ F
irmw
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Indu
stria
l Des
ign
Mec
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cal D
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Ele
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ngin
eerin
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Man
ufac
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g E
ngin
eerin
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Sof
twar
e/ F
irmw
are
Indu
stria
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Mec
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Ele
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Man
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• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Mission Statement
• the essential elements of the mission statement?
• the role of assumptions and constraints?
• Product Design and DevelopmentKarl T. Ulrich and Steven D. Eppinger2nd Edition, Irwin McGraw-Hill, 2000.
Lakes Project Mission StatementProduct Description• Networkable, digital machine with copy, print, fax, and scan functionsKey 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 1997Primary Market• Office departments, mid-volume (40-65 ppm, above 42,000 avg. copies/mo.)Secondary Markets• Quick-print market• Small ‘satellite’ operationsAssumptions 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 EuropeStakeholders• Purchasers and Users• Manufacturing Operations• Service Operations• Distributors and Resellers