Enhance your sales development process for product quality

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this video is concerned with product design and process selection it's one of a few videos on this topic that are made available elsewhere in the module and indeed on the course and you should try to look these up and make your own notes stop the video rewind make your notes and do some research into the area to pad out your understanding presently what we're doing here is we're linking product design and process selection the process of making the product the type of processes were trying to link those to the product design product design is the process of defining all of the company's product characteristics so product design is looking at trying to defined company's product characteristics what exactly are the products what is involved in their design what are the components how are they made it's trying to get an accurate representation of the company's products product design must support product manufacture ability the ease with which a product can be made so the product design should be it should be designed the product should be designed in such a way as to make it easy for the company to manufacture the product it shouldn't be unnecessarily complex or unnecessarily complicated in terms of its functionality in terms of its design it should be precise to what the customer requirements are but not overdone it should be enough to meet customer requirements but additional complexity leads to additional costs and complications in manufacturing can lead to breakdowns it can lead to slow production for all sorts of reasons getting the components to insert into the product the assembly process the manufacturing process the distribution process all of it should be designed in such a way as to make manufacturing possible and indeed it should make it easy if possible product design defines a product's characteristics in terms of appearance materials dimensions tolerances and performance standards what we think of a product we think of appearance we also should think of the materials to go to make it up and its dimensions what sizes it what tolerances how does it fit together is it well made and how long will it last well here it's performance standards and how will it behave under stress and under different conditions of use so we think of design in these terms process selection is the development of the process necessary to reduce the design product so having got a design for the product and haven't been reassured by the marketing department that this is what the customer wants the company may decide to go ahead and produce this product they must now design processes manufacturing processes assembly processes all sorts of processes within the organization that all enable the production to take place and there clearly is a linkage between the complexity of the product and the complexity of the production processes service design is unique in that the service and entire service concept are being designed so when we think of service design it may be different from manufacturing manufacturing we're thinking of components and the engineering concepts the design engineering type concepts that we go through to make the product with a service we generally are thinking more holistically we're thinking of the whole service we're thinking of what needs to be done to provide the service but we're thinking about how to deliver the service almost in its entirety all one-goal an example let's say an accountant is employed to do a company's accounts for for taxation purposes well the accountant will be supplied with the various information did the required information and the account will set about getting the information into a standard format and will then do some calculations on how much taxes got to be paid and so the accountant will be looking at the information in total da it will be looking at all of the requirements and in a sense although there is a sequential process doing one piece of calculation before the other it is one task completing the accounts making a manufactured product may mean getting delivery's that's one task getting the deliveries into the stores that's two tasks getting the components and the and the various raw materials out of the source that's another task processing them getting the mountain machines and tooling up the machines another task and so on and so on whereas with the service one it was delivering the information to the accountant and the accountant then sets about delivering that service and we must define both the service and the concept with a service type product then we must define the service and the concept what is the concept of the service what is the service itself well what does it do what if what will the service do and how do we think of the kind of the service how do the suppliers of the service think about the service with physical elements we think of the aesthetics and the psychological benefits the promptness the friendliness and the ambience these are the physical elements perhaps of of a service we go to the accountants office we look at the the office itself it may be symptomatic of the type of person this is if the office is very untidy we may not have a lot of confidence in the accountant if the office is very futuristic and well laid out and designed and looks efficient it may a signal up a different view of the accountant product and service design must match the needs and preferences of the target customer group whatever has been produced be it a product or a service it must address some need and that need should have been identified by the marketing department the marketing director should be the one who's championing the production of this product or of this service because he or she has seen evidence service got a feeling that there is strong support within the market for such a product and that's where the idea really originates idea development all products begin with an idea whether from customers customers might have an idea about a product because some so I suggest that they would like to see a product that will have the following functionality their product they will do the following things so the idea is the idea for a product may come from the customers it may come from competitors competitors may be working on all sorts of ideas and bringing out new products and trying to influence the market and lead the market products may come from product ideas may come from suppliers who simply recommend Whitis in the wave can't the raw material be used in this particular way as opposed to that way why can't why can't the components be reconfigured and produced this extra item or this new product so suppliers may come up with ideas closer be reverse engineering buying a competitor's product and and then disassembling it looking at it finding out how it works trying to cost it and then seeing what improvements can be made to the product and then launching a similar product perhaps with some innovations some changes which will in a sense out-compete the original but reverse engineering that's that's quite common idea developed in selection effects the product quality so when we have ideas about products and on how to make products or how to innovate products it may impinge on product quality and it may have a quality dimension how easy is it to make a product of quality and how is it how easy is it to maintain quality during production of such a a product clearly product costs will be of primary concern it must be the case that the person coming up with the ideas tempers the ideas with some understanding of what customers will pay and what the likely size of the market is going to be how popular will the prom it be a new idea might be a great idea to the person with the idea but not such a great idea to customers who will be asked to pay for it so customers must have a satisfaction from getting this product they must want the product and overall manufacturability the East which the product can be made if it's difficult to make it's gonna be high cost and it's going to be a problem problem to make it it won't be me lots of perhaps machine breakdowns or issues with the operators who are disgruntled by what's happening or they don't like making this particular product because of its features perhaps it's extremely boring and extremely repetitive ER or some issue so to what extent can't be manufactured and can it be manufactured cheaply say idea development someone thinks of a need and a product service to satisfy the need so we have customers marketing engineering competitors benchmarking reverse engineering we've all these sources of ideas and out of all of this someone within the business must select an idea select one that is particularly feasible it's it can be done and it will be profitable so it's a question of looking at all the various sources of information to see if if one of them can be selected so it might select customers as the ones who have the best ideas but it could be marketing who are looking at the existing products in the market and if you have our customers think about the existing products and I've come up with a different design step2 product screening every business needs a formal structured evaluation process fit with facility and labor skills size of market contribution margins break-even analysis return on sales there's got to be some sort of screen there's got to be some sort of critique of the whole process the the management need to look at the ideas to to see what the opportunities are to see how realistic the assumptions are and see if it's worthwhile carrying on with the product look at the technical specifications look at the preliminary designs and testing and and look at these specifications and try and prototype they the product and start testing it prototyping it making see what customers think about it perhaps form focus groups and involve people from the shop floor and people from management and try and find out what what are the issues are there any improvements that can be made before it's launched and then the final design it's based on test results facility equipments materials labor and skills suppliers so the final design was taken to account all of these and overall there should be some element of entrepreneurial thinking that this is a good idea this is one that succeeds there is a clear market niche customers are interested research shows that customers would be interested there is a gap in the market the competitors are not tooled up to make this product so this type of analysis should be undertaken but it should be undertaken realistically and critically not biased in the sense that someone had an idea and now they want the CD idea launched just because somebody is an ID it doesn't mean the company should launch the idea this company should be very circumspect and be careful about what precisely the size of the market is what are the attributes of the market what price can be charged what are the competitors working on currently there should be a very very clear understanding that there are issues and issues that need to be considered in great detail before the product is launched the factors impacting on product design well it's it must be designed for manufacturing in the sense that products that are not easily manufactured are going to be expensive and complicated and probably not worth taking on board so it's necessary to ensure that the design is feasible it's it can be done and I can perhaps be done given the existing configuration of capital labor skills space in the organization so it's it needs to fit in there need to be guidelines and the guidelines should have flowcharts and should have clear directions problems should be anticipated before they arise and solutions written in in the event of of this type of failure this is the way forward and this is what to do so not to have people thinking when a breakdown occurs thinking and thinking and thinking while the machine stands idle because that is a waste of resource it's a waste of labour time it's a waste of capital time the the capital is not being used the the building in which the capital is located is not being used so the problem which causes the capital to stop the machine to stop that should have been anticipated and solutions found before it happened so in the event of failure there is a place to go a a knowledge base to go that will have solutions the ideal way to do it is to have simplified product the problem with simplification is that it's easily copied by competitors and in a globalized world it may be that producers who don't have the same cost structures overseas will be able to swamp the market with with cheap products based on this design so on the one hand keeping the product simple is a good idea on the other hand it doesn't offer much of a barrier to entry and competitors will come in if it's standardized then it may be possible to cut costs by having specialized machines specialized tooling on the machines specialized labor and there's a faster throughput of products because it's standardized if possible parts should be designed for multiple applications that's the clever thing to do to have a part that will fit into different applications so that the part can be produced in mass it can be produced in volume and put in the store and then taken out and used in different applications to make different products but using common parts that's the then is an ideal solution try to use modular design try to to build the product in parts if possible and and the final assembly stage bolt all of the parts together that would give more control and it's easier to to see the product emerge in that fashion if one of the the lines making one of the components in this modular design if one of the lines has problems or it breaks down the other ones are still producing so the whole product hasn't stopped and when the rain comes back on then some facility to to catch up may be implemented and the final assembly will not be altered or are put out to much as a consequence of the machine failure try to simplify operations if possible as well simplifying operations means faster production easier production and there's not too much handling of the materials it's possible with larger and more complex machines to have some sort of automation built-in depends on the the size of the project the complexity of the project and so on but there may be some opportunities for automation which will simplify the the routines and make life easier for the operators there are factors in the product lifecycle that influence the the choice of processes and also the the product design lifecycle stages are growth sorry introduction growth maturity and decline these are covered in other videos elsewhere but introduction growth maturity and decline facility and process investment depends on the lifecycle there's a typical representation of the product lifecycle sales on the vertical axis time on the horizontal axis we have development introduction growth maturity and then the decline of the product well in the very early stages at the introductory stage for example it may be the case that production is limited while the I how the item is in a sense been market tested it's been introduced but later on if it's successful they'll go through the the growth stage and the growth stage means more volume more output and different production systems perhaps with more automation specialist equipment rapid output of the product depending on the scale of the market depending on the underlying assumptions been met but then it enters maturity and starts to taper off and perhaps then there's a cutting back of the the volume production cutting it back because there is now going to be less sales and it cuts it back reduces it down and eventually the products in decline and now they're stepping backwards in terms of the technology perhaps the machines that were used to manufacture this we switched over to make something new something different and this product will become less obvious in the under shop floor this product will be produced from time to time to meet declining demand there's also concurrent engineering well the so called over the wall sequential design processes should not be used ideally that was a great idea of the past we make we make the product in sequential steps and even though I say it should not be used it still is widely used that certainly some stages of production must go before others but as an overall philosophy this should not be commitment to sequential processing it should be looking at what is the best route to make this product and to that end commitment to one particular type may may be inappropriate each function did its work and then the the function was passed to the next function that's the idea of this over the wall type sequential design so you have one function then it moves on to the next function and that's the way it it sort of went it's sequential design starts with a concept and to performance specs to design specifications and manufacturing and so on and it's sequential it's moving from left to right in the diagram we've got there the current thinking is to move to concurrent engineering processes where all the functions form a design team that develops specifications involve customers early solves potential problems reduces costs and shortens the time to market in other words the there are teams working on the product development these teams may be multidisciplinary they may have engineers and accountants and marketing personnel and all sorts of people involved the in the design stage and what they come up with will be fed in in different stages into the development of the product so that the design team will be generating ideas and talking to each other and bringing their perspectives into play altogether so there's no wasted effort there's no point in the engineer designing in isolation only to find that customers don't like what that particular design so it's important that the marketing personnel are there to influence the engineers thinking but likewise the engineer will temper anything the marketing people may want in terms of what is practical and what can be done given the the current configuration of capital and labor and space and so on but it's seeing now in the literature that this type of concurrent engineering process is the way to go this is the the more up-to-date thinking so the old fashioned sequential one there could be problems developed anywhere along the line there was the concept of the product performance specifications what they wanted the design specifications and we were finding around to manufacturing it they may find that the the product was not practical there were some issues that were not picked up or there produced a product that the market didn't want so concurrent engineering processes involving multidisciplinary teams are seen as more effective remanufacturing will use components of all products in the production of new ones and this has all sorts of environmental benefits so take the old products and take out usable parts and and reuse them remanufacturing it's it's using existing technologies it's using existing machinery perhaps our existing designs for components it's it's using what the company is got and as I said it's there are environmental benefits sometimes items don't have to be produced because there were previously produced and there are cost benefits associated with this these items may be cheap to acquire as opposed to making them fresh and making them mu which may be costly it tends to be good for areas like computers and televisions and cars and that sort of thing where there can be some degree of reuse each of different parts if possible now types of processes well we have intermittent processes and processes used to produce a variety of products with different processes processing requirements in lower volume so it's intermittent air there are different requirements from the product it's produced in low volume the example here is healthcare facility it's intermittent it if you like it starts and it stops and it's not a continuous process there are gaps perhaps and it's not in high volume so doctors are not seeing lots and lots of patients they're seeing a certain number of patients and they're trying to deal with the issues of those patients in the timescale they've been allotted but it's not high volume repetitive processes used to produce one are a few standardized products in high volume that's repetitive it's where the product is highly standardized so each one is the same and that means specialist machinery specialists personnel and the machines can run fast because they're making the same product over and over and over that's all we're going to deal with in this session what we've done here is we've looked at product design some of the issues of product design and we've talked about the approaches to the development of processes to make the products that are more up-to-date in terms of their their thinking and the involvement of engineers and marketing people on the same committees looking into a product know segmentation and no isolation of departments with their contributions coming in later when perhaps their contributions will be too late so we're talking here about process development in a modern sense and we're talking about product design but that's all I'm going to deal with here so I'm gonna leave it at that and say thank you for watching