Product Planning

Teaching materials to accompany: Product Design and Development Chapter 3 Karl T. Ulrich and Steven D. Eppinger 2nd 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. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Introduction Development Processes and Organizations Product Planning Identifying Customer Needs Product Specifications Concept Generation Concept Selection Concept Testing Product Architecture Industrial Design Design for Manufacturing Prototyping Product Development Economics Managing Projects

Product Development Process

Planning Planning Concept System-Level Concept System-Level Development Design Development Design Detail Detail Design Design Testing Testingand and Refinement Refinement Production Production Ramp-Up Ramp-Up

Four Phases of Product Development

The product planning phase precedes the product development process.

Xerox Lakes Project Example

Used with permission

Xerox Document Centre 265

Newer models manufactured by Xerox Corporation. Used with permission

Newer models manufactured by Xerox Corporation. Used with permission

The Product Planning Process

Multiple Projects Evaluate and Prioritize Projects Allocate Resources and Plan Timing Complete Pre-Project Planning Product Development Process

Identify Opportunities

Portfolio of Projects

Product Plan

Mission Statements

A Product Plan
New Platforms Derivatives Improvements Fundamentally New 1996 1997 595 6010 Astro 1998 1999 2000 Hodaka Lakes H-Net L-Net 392 393 Legend Project Product Release

Market Segment Map

65 ppm $23k 55 ppm $20k 40 ppm $16k 25 ppm $10k 35 ppm $15k 40 ppm $20k 65 ppm network $31k 60 ppm network $35k

Department

Lakes Project

Lakes Extensions

Market Segment

Legend
Xerox product

Workgroup
30 ppm $10k 40 ppm network $20k

competitor product potential competitor

HodakaProject Hodaka Project

Personal

20 ppm $8k 20 ppm $7k

25 ppm $9k

30 ppm $10k

1997

1998

1999

2000

Year of Release

Technology S-Curves
Copier Performance Digital Technology

Light-Lens Technology Time

Technology Roadmap
Functional Elements Photoreceptor Scanner Layout Toner Type Output Modes User Interface Image Processing Diagnostics Cylindrical Drum 2D CCD Array w/Optical Reduc. High Temperature Technologies 3-Pitch Belt Photoreceptor n-Pitch Belt Photoreceptor

Full-Width, Linear Array without Optical Reduction Low Melting Point Low Melting Point, Low Emission Color: Paper, Fax, Scan, Local Network, Internet Touch Screen, Remote PC

Monochrome: Paper, Fax, Scan, Local Network, Internet Keypad Touch Screen

600 dpi On-Board Diagnostics

Document Centre 220, 230

Automatic Image Quality 600/1200 dpi 1200 dpi Remote-Dialup Diagnostics

Document Centre 240, 255, 265 Document Centre 2XX

1800 dpi Remote Repair

Document Centre 3XX

Hodaka Project

Lakes Project

Lakes Extensions

Next Platform Time

Platforms vs. Derivatives

Research and Technology Development Legend Project Product Release

Platform Product Development

Platform A

Platform B

Derivative Product Development time

Product-Process Change Matrix

Extent of Production Process Changes
Research and Technology Development New Core Product Next Generation Product Addition to Product Family Minor Product Enhancement No Product Change New Core Process Next Generation Process Breakthrough Development Projects Platform Development Projects Lakes Project Derivative Product Development Single Department Upgrade Tuning and Incremental Changes No Process Change

Extent of Product Changes

Current Product/Process Support

120%

140%

20%

40%

60%

80%

100%

0% U t i l i z Design Mechanical a t i o n Electrical Engineering Ye ar 1 Manufacturing Engineering Software/ Firmware Industrial Design Mechanical Design Electrical Engineering Ye ar 2 Ye ar 3 Manufacturing Engineering Software/ Firmware Industrial Design Mechanical Design Electrical Engineering Manufacturing Engineering Software/ Firmware Industrial Design

C a p a c i t y

Aggregate Resource Planning

Lakes Project Mission Statement

Product 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