4.Design of goods and services

 

Today we started the lesson with a video about Regal Marine

 

Exercise 1. Answer some questions about the video

 

1.How does the concept of productivity life cycle apply to Regal Marine products?
Products in Regal Marine have life cycles of few years (about five years) because trends change and they have to adapt their boats.
Therefore they may have more than one product in a different state (Introduction,Growth,Maturity,Decline)

 

2.What strategy does Regal use to stay competitive?
Regal Marine uses a strategy of product differenciation.

 

3.What kind of engineering savings is Regal achieving by using a CAD technology rather than tradicional draafting techniques
Testing stage, many variety of design and styles can be tested economically.

 

4. What are the likely benefits of the CAD design technology?
The most important advantages of using the CAD software are as followed: reduced product development time, less problems with tooling,less problems in production.
Thanks to CAD software the company also can test new products very easily and not spend so much money in product development

 

 

Some aspects we have to focus in production of goods and services

• what can we do to reduce costs in a new product?
• Quality Function Deployment
• Identify customer wants/needs
• Customer requirements Stage and define the design characteristics
  

 

 

Once we have the attributes of the product we define its functional aspects.

• Identify how the good/service will satisfy
• once we have the attributes of the product we define the functional aspects of the product
• after having the characteristics of the product we have to define all the components that the product will be using and needs.
  

 

 

The componets of the product are to be taken into account in the production process

• Customer wants
• Relate customer wants to product hows
• Identify relationships between the firm’s hows
• Develop importance ratings
• Evaluate competing products

 

 

Customer requirements Stage (light weight,easy to use,reliable....and all the things the customer may consider). An example for a digital camera

light weight->alumninium pieces
easy to use->autofocus
reliable->litium bateries

 

Look for the relation between components and customer requirements (medium,low,strong)

So you can focus on improvingthe most important components

 

Some aspects that have to be focused for Product development

• Robust design
• Modular design(like fast food restaurats and computers)
• Benefits of CAD design
• Virtual reality(3d simulation model of the product)
• Value analysis(improve the manufacture process)
• Environment Design (environ friendly)
• Time based competition->get to the market before competetors->reduce the time to develop a product or enhance and existing product(lower risk)
• Product Development Continuum
• Product components
• Group technology characteristics(we can identify our product by a code to identofy easily our components)
  

 

 

Exercise 2 .CASE STUDY

1. What is the Mar´s product? Identify the tangible parts of this product and its service components.
They offer air conditioning systems,plumbing and heating.Their differentation aspect in this company is that they provide free maintenance of their products 24 hours a day without charging you for coming to your house nor extra-charging for specific days(holidays). They also provide their products with 1 year guarantee.

 

 

2. How should other areas of De Mar (marketing, finance, personel) support its product strategy?
They should hire people avaliable at night ...so you can offer 24 hours a day maintenance service to your customers.
You should buy all the parts needed to fix an aircontioning.
After period of guarantee, they should charge only for repearing, not for the transport to the customers.
We can prepare some spots telling the customers that we can get to them whenever they need us to repair their air conditioning. This last financial part is linked to a large campain of communication.

3. Even thought De Mar´s product is primarily a service product, how should each of the 10 OM decisions in the
text managed to ensure that the product is successful?
selective hiring->if we hire well prepared workers our customers will get a good service.We also need good sales people to sell our products
ongoing training and education->we need well qualified workers that know how to repair and sell our products.
Performance measures and compensation that incorporate customer satisfaction->we have to be always avaliable to our customers and provide products in good condition
peer pressure->we should work as a team(all together) and cooperate as much as posible
empowerment->we should become into a powerful and resourceful company in order to obtein benefits and survive to the bussines problems
agressive promotion->we should try to be better than our competetors and promote into the bussiness trying to differenciate and offer better products and services
If customers are happy with us after the free guarantee year they´ll call us when they have a problem so we´ll continue earning money from them.