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BUSI 2301 (13)
Chapter 4

CHAPTER 4.docx

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Carleton University
BUSI 2301
Inder S Mann

CHAPTER 4: Product and Service Design A. Design for success - The essence of any organization is the products and services it offers - Product and service design is a major factor in the success of the org o Cost o Quality o Time to market o Customer satisfaction o Competitive advantage - Trends in product and service design o Customer satisfaction o Reducing time to produce and introduce new products on the market o The organizations capabilities to produce or deliver the item o Environmental concerns o Designing products and services that are “user friendly” - Four elements are used to create new products o Product approval committee – top mgmt. directs development activities o Core teams – teams to plan and lead o Phase reviews – core team progress reviewd o Structured dvlpmt process – uses project mgmt. techniques - Phases o Idea generation o Build a business case: mrkt + competitor analysis o Dvlpmt: voice of the customer o Production process design o Launch - Concurrent engineering: team based approach of simultaneously designing the product and process B. Sources of Ideas - Ideas for new products can come from a wide range of sources o Employees  Mrkting  R&D o Customers  Surveys or focus group o Competition  Reverse engineering their stuff o Suppliers C. Issues in product and service design A) Life cycles a. Incubation b. Growth c. Maturity d. Saturation e. decline B) Standardization o Advantages  Fewer parts  Reduced training and time  Routine  Orders satisfies from inventory  Opportunities for long production runs and automation  Perfecting designs and improving quality control o Disadvantages  Designs may be frozen with too many imperfections remaining  High cost of deisgn changes increases resistance to improvements  Decreased variety results in less consumer appeal C) Customization a. Mass customization: a strategy of producing standardized goods or services, but incorporating some degree of customization b. Delayed differentiation: producing but not quite completing, a product or service until a customer preferences are known c. Modular design: component parts are grouped into modules that are easily replaced or changed D) Reliability a. The ability
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