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: /eek 02 Par t A roduct Development
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Produsen perahu terbesar ketiga di dunia. Menggunakan CAD (Computer-Aided Design)
reduced product development time reduced problems with tooling reduced problems in production
Assembly line
Strategi produk yang baik merupakan kuncikeberhasilan Perusahaan unggulan hanya berkonsentrasi
pada beberapa produk.
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3
Product Strategy Options
Rapid response Product diffrentiation Low cost
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Product Life Cycle
,
Sales
Cost
Profit
Introduct ion Maturity Declinerowth
ost ofDevelopment
& Manufacture ales Revenue
Time
Cash flowLoss
Profit
, , ,roduct Life Cycle Sales Cost andProfi t
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5
Product Life CycleIntroduction
Fine tuning research product development process modification and
enhancement supplier development
,
Sales
Cost
Profit
Introduct ion Maturi ty Decl inerowth
ost ofDevelopment& Manufacture a le s R ev en ue
Time Cash flowLoss
Profit
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6
Product Life CycleGrowth
Product design begins to stabilize Effective forecasting of capacity
becomes necessary Adding or enhancing capacity may
be necessary
,
Sales
Cost
Profit
Introduct ion Maturi ty Decl inerowth
ost ofDevelopment& Manufacture a le s R ev en ue
Time Cash flowLoss
Profit
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7
Product Life CycleMaturity
Competitors now established High volume, innovative production
may be needed Improved cost control, reduction in
options, paring down of product line
,
Sales
Cost
Profit
Introduct ion Maturi ty Decl inerowth
ost ofDevelopment& Manufacture a le s R ev en ue
Time Cash flowLoss
Profit
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PowerPoint presentation to accompany 2004 by Prentice Hall, Inc., Upper Saddle River, N.J. 07458 8
Product Life CycleDecline
Unless product makes a specialcontribution, must plan toterminate offering
,
Sales
Cost
Prof
it
Introduction Maturi ty Declinerowth
ost ofDevelopment
& Manufacture a le s R ev en ue
Time Cash flowLoss
Profit
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Analisis Produk BerdasarkanNilai
Pilih produk yang menjanjikan (PrinsipPareto)
Sumber daya diinvestasikan padapermasalahan yang sedikit tapi penting,daripada banyak tapi sepele.
Analisis produk berdasarkan nilai ( product-
by-value analysis) , yaitu mengurutkanproduk secara menurun berdasarkankontribusi rupiah bagi perusahaan.
Keputusan manajemen
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dalah perusahaan yang sedekat m
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-ahap Tahap Dalam Pengembangan ProdukIde dari banyak sumber
Apakah perusahaan mampu melaksanakan ide?
Persyaratan pelanggan untuk memenangkan pesanan
Spesifikasi fungsional:Bagaimana produk bisa berfungsi?
Peninjauan Desain :Apakah spesifikasi produk memenuhi keinginan pelanggan
Evaluasi (berhasil?)
Pengenalan ke pasar
Spesifikasi produk:Bagaimana produk akan dibuat?
Pengujian Pasar : Apakah produk memenuhi harapan pelanggan?
Cakupan ke rja tim desain dan rekayasaan kerja tim pengembangan produk
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Quality Function Deployment(QFD)
Identify customer wants Identify how the good/service will satisfy
customer wants Relate customer wants to product hows Identify relationships between the firms hows Develop importance ratings
Evaluate competing products
Q FD m e ru p a ka n p ro se s m e n e ta p k a n p e rm in ta a n
(p ela n g g an Ke in g in an )pelanggan dan
m e n e rje m a h k a n ke in g in a n p e la n g g a n ke d a la m
( )a trib u t cara ya n g d a p at d ip ah a m i d an d ila ksan aka n
.o le h se tia p b a g ia n fu n g sio n a l
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QFD House of Quality:ontoh kasus KAMERA
1
2
3
5
4
6
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House of Quality Example
Youve beenassigned temporarilyto a QFD team. Thegoal of the team is todevelop a newcamera design.Build a House of Quality.
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House of Quality Example
High relationship Medium relationship Low Relations
CustomerRequirements
CustomerImportance
Target Values
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House of Quality Example
High relationship Medium relationship Low Relationsh
arget Values
Light weight Easy to use
Reliable
What the customer ( ) desires wall
AluminumParts
AutoFocus
AutoExposure
CustomerRequirements
CustomerImportance
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House of Quality Example
High relationship Medium relationship Low Relationship
CustomerRequirements
CustomerImportance
arget Values
Light weight Easy to use
Reliable
Aluminum
Parts
AutoFocus
AutoExposure
3
1
2
Average customer importance rating
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House of Quality Example
High relationship Medium relationship Low Relationship
CustomerRequirements
CustomerImportance
Light weight Easy to use
Reliable
AluminumParts
AutoFocus
AutoExposure
3
2
1
Relationship between & customer attributes engineering
( ) characteristics rooms
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House of Quality Example
High relationship Medium relationship Low Relationsh
CustomerRequirements
CustomerImportance
arget Values
Light weight Easy to use
Reliable
Aluminum
Parts
AutoFocus
AutoExposur
e3
2
15 1 1
a r g e t v a l u e s f o r n g i n e e r i n g h a r a c t e r i s t i c s
( ) ;a s e m e n t
e y o u t p u t
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: /eek 02 Par t B rocess Design
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:el l From a Low Cost PC Maker to an n nov at iv e C om pa ny
How can we make the process of buying How can we make the process of buyinga computer better? a computer better?
19881988 -Sell custom built PCs directly to-Sell custom built PCs directly to
consumerconsumer
,Build computers rapidly at low,Build computers rapidly at low,cost and only when ordered,cost and only when ordered
Integrate the Web into every aspect Integrate the Web into every aspect of its business of its business
Focus research on software designed Focus research on software designed to make installation and to make installation and configuration of its PCs fast and configuration of its PCs fast and
simplesimple
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Strategi Proses
Strategi proses (Process Strategy) ataudisebut juga strategi transformasi adalahsebuah pendekatan organisasi untukmengubah sumber daya menjadi barang dan
jasa
Tujuan strategi proses adalah menemukansuatu cara memproduksi barang dan jasayang memenuhi persyaratan pelanggan danspesifikasi produk yang ada dalam batasanbiaya dan manajerial lainnya.
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Empat Strategy Proses (1)
1) Fokus pada proses; Sebuah fasilitas produksi yang diorganisasikan di
sekitar proses-proses untuk memfasilitasiproduksi bervolume rendah, tetapikeragamannya tinggi. (Job Shop)
Contoh; dalam sebuah pabrik terdiri daridepartemen pengelasan, pengecatan, danpenghalusan. Atau dalam sebuah kantor terdiridari bagian utang, bagian penjualan, bagian
pembayaran. Fasilitas yang ada terfokus pada proses
(process focused) dalam hal peralatan, tataletak dan pengawasan.
Tingkat fleksibilitas tinggi seiring produk-produkan ber indah sesaat di antara roses an
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Empat Strategy Proses
2) Fokus Berulang ; Proses produksi yang menggunakan modul yang
berorientasi pada produk atau memilikistandar proses yang digunakan terusmenerus.
Modul merupakan bagian atau komponen yangtelah dipersiapkan sebelumnya yang seringberada dalam proses yang kontinu.
Contoh ; Pada perusahaan makanan siap saji,modul yang dimaksud adalah daging, keju,saos tomat, bawang untuk dirakit menjadiberaneka ragam burger.
Volume rendah , keanekaragaman tinggi
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Empat Strategy Proses
3) Fokus pada produk; Volume tinggi tapi keberagamannya rendah. Proses ini disebut juga proses kontinu karena
memiliki lintasan produksi yang panjang dankontinu
Contohnya; pembuatan kertas dan pelayananrumah sakit
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Empat Strategy Proses
4) Fokus kustomisasi massal; Produksi cepat dan murah yang memenuhi
keinginan pelanggan yang unik dan selaluberubah.
Bukan hanya mengenai keragaman, tetapi jugacara ekonomis mengetahui apa yangdiinginkan pelanggan dan kapan pelangganmenginginkan dengan tepat
Contoh; industri telekomunikasi dengan beragamlayanan
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References
Jay Heizer, Barry Render.(2011).Operation Management , 10 th Edition. Pearson
(Ch.05 & 07)
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Info Tambahan
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House of Quality SequenceIndicates How to Deploy
Resources to Achieve CustomerRequirements
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Customer RequirementsStage
Identifies & positions key productbenefits
Stated in core benefitsproposition (CBP)
Example: Long lasting with morepower(Sears Die Hard Battery)
Identifies detailed list of product attributesdesired by customer
Focus groups or1-on-1 interviews
House of Quality
Customer Requirements
ProductCharacteristics
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Functional SpecificationStage
Defines product in terms of how the product would meetdesired attributes
Identifies products engineeringcharacteristics
Example: printer noise (dB) Prioritizes engineering
characteristics
May rate product comparedto competitors
House of QualityHouse of Quality
Customer Requirements
Product
Characteristics
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Product Specification Stage
Determines how product will be made Gives products physical specifications
Example: Dimensions, material etc.
Defined by engineeringdrawing
Done often on computer Computer-AidedDesign (CAD)
House of QualityHouse of Quality
ProductCharacteristics
ComponentSpecifications
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Quality FunctionDeployment
Product design process usingcross-functional teams Marketing, engineering, manufacturing
Translates customer preferences intospecific product characteristics Involves creating 4 tabular Matrices
or Houses Breakdown product design into
increasing levels of detail
7 Te n Pengem angan Desa n
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7 Te n Pengem angan Desa nProduk
1) Robust design (Desain Tangguh)Artinya:Meskipun produk dirancang sedemikian rupa sehingga ada sedikit
variasi pada produksi atau perakitan tidak bedampak banyak pada produkakhirnya.2) Time-based competition, persaingan yang dipengaruhi waktu,
mengembankan produknya dengan cepat dan melemparkannya ke pasar.3) Modular design (Desain Moduler),
Produk yang dirancang dalam komponen yang tersegmentasi dengan
mudah. Desain moduler menawarkan fleksibilitas pada produksi danpemasaran.
4) Computer-Aided Design (CAD)Penggunaan komputer untuk merancang produk secara interaktif dan
mempersiapkan dokumen teknis.5) Computer Aided Manufacturing (CAM), penggunaan program komputer
khusus untuk memandu dan mengendalikan peralatan produksi. Saatinformasi diterjemahkan menjadi instruksi untuk CAM, hasil dari keduateknologi itu disebut CAD/CAM.
6) Value analysis, suatu tinjauan atas produk yang berhasil yang dilakukanselama proses produksi.
7) Environmentally friendly design,