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Product Planning
Teaching materials to accompany: Product Design and Development
Chapter 3 Karl T. Ulrich and Steven D. Eppinger2nd 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. Introduction2. Development Processes and Organizations3. Product Planning4. Identifying Customer Needs5. Product Specifications6. Concept Generation7. Concept Selection8. Concept Testing9. Product Architecture10. Industrial Design11. Design for Manufacturing12. Prototyping13. Product Development Economics 14. Managing Projects
Product Development Process
PlanningPlanning Concept Development
Concept Development
System-LevelDesign
System-Level Design
DetailDesign Detail
Design Testing and Refinement
Testing and Refinement
ProductionRamp-Up
Production Ramp-Up
Four Phases of Product Development
The product planning phase precedes the product development process.
Xerox Lakes Project Example
Xerox Document Centre 265
Used w
ith permission
Newer models manufactured by Xerox Corporation. Used with permission
Newer models manufactured by Xerox Corporation. Used with permission
The Product Planning Process
Evaluate and Prioritize Projects
Allocate Resources and
Plan TimingPortfolio of
Projects
Multiple Projects
Complete Pre-Project PlanningProduct
Plan Mission
Statements
Product Development
Process
Identify Opportunities
A Product Plan
New Hodaka LegendPlatforms Lakes Project
Product Derivatives H-Net Release
L-Net
Improvements 595 6010 392 393
Fundamentally New Astro
1996 1997 1998 1999 2000
Market Segment MapM
arke
t Seg
men
t
1998 19991997 2000
Department
Workgroup 40 ppmnetwork
$20k 30 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 ppmnetwork
$35k
Legend Xerox
product
competitorproduct
potentialcompetitor
65 ppmnetwork
$31k
Year of
Hodaka Project
Lakes Project Lakes
Extensions
HodakaProject
Lakes Project Lakes
Extensions
Personal
Release
Technology S-Curves
Light-LensTechnology
DigitalTechnology
Cop
ier P
erfo
rman
ce
Time
Technology Roadmap Functional Elements Technologies
Photo-receptor
Cylindrical Drum
Scanner Layout
3-Pitch Belt Photoreceptor
n-Pitch Belt Photoreceptor
Full-Width, Linear Array without Optical Reduction
2D CCD Array w/Optical Reduc.
High Temperature
Toner Type
Output Modes
User Interface
Image Processing
Diagnostics
Low Melting Point
Low Melting Point, Low Emission
Color: Paper, Fax, Scan, Local Network, Internet
Monochrome: Paper, Fax, Scan, Local Network, Internet
Keypad Touch Screen, Remote PCTouch Screen
Automatic Image Quality 1200 dpi600/1200 dpi 1800 dpi600 dpi
Document Centre
220, 230 Hodaka
On-Board Diagnostics
Project
Document Centre
240, 255, 265
Document Centre 2XX
Lakes
Document Centre 3XX NextLakes
Project Extensions Platform
Remote-Dialup Diagnostics
Remote Repair
Time
Platforms vs. Derivatives
Research and Technology
Development
Platform Platform B Platform A
Legend
Product Project Development Product
Release
Derivative Product
Development
time
Product-Process Change Matrix
Research and Technology
Development
New Core
Product
Next Generation
Product
Addition to Product
Family
Minor Product
Enhancement
No Product Change
Extent of Production Process Changes
New Next Single Tuning and No Core Generation Department Incremental Process
Process Process Upgrade Changes Change
Lakes Project
BreakthroughDevelopment
Projects
Platform Development
Projects
Derivative Product
Development
Current Product/Process
Support
Exte
nt o
f Pro
duct
Cha
nges
Aggregate Resource Planning
140%
1 0 0 %
U
t i l i z a t i o n
Mec
hani
cal D
esig
n
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Man
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ign
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ign
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Firm
war
e
Indu
stria
l Des
ign
120%
80%
60%
40%
C
a p a c i t y
20%
0%Ye ar 1 Ye ar 2 Ye ar 3
Lakes Project Mission StatementProduct 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