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Product Planning

Product Planning. Teaching materials to accompany: Product Design and Development Chapter 3 Karl T. Ulrich and Steven D. Eppinger 2nd Edition, Irwin McGraw-Hill, 2000. Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000.

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Product Planning

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  1. Product Planning • Teaching materials to accompany: • Product Design and Development • Chapter 3 • Karl T. Ulrich and Steven D. Eppinger • 2nd Edition, Irwin McGraw-Hill, 2000.

  2. Product Design and Development Karl T. Ulrich and Steven D. Eppinger 2nd edition, Irwin McGraw-Hill, 2000. Chapter Table of Contents 1. Introduction 2. Development Processes and Organizations 3. Product Planning 4. Identifying Customer Needs 5. Product Specifications 6. Concept Generation 7. Concept Selection 8. Concept Testing 9. Product Architecture 10. Industrial Design 11. Design for Manufacturing 12. Prototyping 13. Product Development Economics 14. Managing Projects

  3. Product Development Process The product planning phase precedes the product development process.

  4. Xerox Lakes Project Example Used with permission

  5. Newer models manufactured by Xerox Corporation. Used with permission

  6. Newer models manufactured by Xerox Corporation. Used with permission

  7. The Product Planning Process

  8. A Product Plan New Platforms Derivatives Improvements Fundamentally New

  9. Market Segment Map Market Segment

  10. Technology S-Curves

  11. Technology Roadmap Functional Elements • Technologies Photo-receptor Scanner Layout Toner Type Output Modes User Interface Image Processing Diagnostics

  12. Platforms vs. Derivatives Research and Technology Development Platform Product Development Derivative Product Development

  13. Product-Process Change Matrix Extent of Production Process Changes New Next Single Tuning and No Core Generation Department Incremental Process Process Process Upgrade Changes Change Research and Technology Development New Core Product Extent of Product Changes Next Generation Product Addition to Product Family Minor Product Enhancement No Product Change

  14. Aggregate Resource Planning

  15. Lakes Project Mission Statement Product 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

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