Managing Design
1) The quest for the right product design
2) Importance of competitive bench marking
The systematic identification & listing of product system
features & their highest quality expression in a product system
of any price is called competitive benchmarking.
The highest quality of features of all product system price
classes that is called a best of breed product design.
Lower cost system
Technological innovation, which allows best –of- breed
designs in lower price classes, adds product differentiation
competitiveness to price competitiveness in a product.
Management of the Product Development Cycle
1) Basic requirement for product introduction
a) Continuous & incremental improvements in manufacturing
b) Appropriate project management techniques & design setting
tailored to the technical nature of product lines.
2) Lessons from successful products
1 Superior Products Unique benefits between customers
Me too products
2 Well defined Products Specifications
3 The Quality of execution
of the technical activities
Testing & pilot production affected the quality
of the product
4 Technical synergy Between technical personnel & the firm’s
sales force
5 Marketing synergy Between personnel & the firm’s sales force
facilitated the development of successful
products
6 The quality of execution
of marketing activities
Important to product success
7 Products Targeted for attractive markets in terms of
inherent profitability added to success
Project Management Phases
Managing Technical Risks
We can classify a development project by the degree of risk in the
technology being implemented…
1 Low tech Project No new technology is used
2 Medium tech Project Some new technology is used within existing
systems
3 High tech Project Key technologies as components fist two
achievements
4 Super high tech Project New key technology must be developed
1) Low tech Project
Estimating – Scheduling – Budgeting – Staffing
PERT chat is very useful
2) Medium tech Project
If new technology is non essential – A substitute technology
should be used
Essential – Important to plan & schedule development &
testing new technology
3) High tech Project
Important to plan & schedule system integration in a modular
Subsystem can be tested thoroughly before final system
integration & assembly occur
4) Super high tech Project
Go / no go decisions
Full system development should not be scheduled until all key
technologies have been successfully proven or substituted
Significance & importance of product / service design
Central problems in implementing new technology in new
products or services include…
Next Generation Technology Products
Product design requirements are determined base on the class
of the customers
In technology innovation the most easily approached first market
is an essential market
1) Establishing customer requirements with radical design
decisions
First critical design decisions – Identifying the customer is
applications for the product
2) Identify the right factors for design decisions
Third critical design decisions – estimating the acceptable sales
price
1) The quest for the right product design
2) Importance of competitive bench marking
The systematic identification & listing of product system
features & their highest quality expression in a product system
of any price is called competitive benchmarking.
The highest quality of features of all product system price
classes that is called a best of breed product design.
Lower cost system
Technological innovation, which allows best –of- breed
designs in lower price classes, adds product differentiation
competitiveness to price competitiveness in a product.
Management of the Product Development Cycle
1) Basic requirement for product introduction
a) Continuous & incremental improvements in manufacturing
b) Appropriate project management techniques & design setting
tailored to the technical nature of product lines.
2) Lessons from successful products
1 Superior Products Unique benefits between customers
Me too products
2 Well defined Products Specifications
3 The Quality of execution
of the technical activities
Testing & pilot production affected the quality
of the product
4 Technical synergy Between technical personnel & the firm’s
sales force
5 Marketing synergy Between personnel & the firm’s sales force
facilitated the development of successful
products
6 The quality of execution
of marketing activities
Important to product success
7 Products Targeted for attractive markets in terms of
inherent profitability added to success
Project Management Phases
Managing Technical Risks
We can classify a development project by the degree of risk in the
technology being implemented…
1 Low tech Project No new technology is used
2 Medium tech Project Some new technology is used within existing
systems
3 High tech Project Key technologies as components fist two
achievements
4 Super high tech Project New key technology must be developed
1) Low tech Project
Estimating – Scheduling – Budgeting – Staffing
PERT chat is very useful
2) Medium tech Project
If new technology is non essential – A substitute technology
should be used
Essential – Important to plan & schedule development &
testing new technology
3) High tech Project
Important to plan & schedule system integration in a modular
Subsystem can be tested thoroughly before final system
integration & assembly occur
4) Super high tech Project
Go / no go decisions
Full system development should not be scheduled until all key
technologies have been successfully proven or substituted
Significance & importance of product / service design
Central problems in implementing new technology in new
products or services include…
Next Generation Technology Products
Product design requirements are determined base on the class
of the customers
In technology innovation the most easily approached first market
is an essential market
1) Establishing customer requirements with radical design
decisions
First critical design decisions – Identifying the customer is
applications for the product
2) Identify the right factors for design decisions
Third critical design decisions – estimating the acceptable sales
price
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