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Factors and Strategies in Product and Service Design

This chapter discusses the major factors and strategies in product and service design, including cost, quality, time-to-market, customer satisfaction, and competitive advantage.

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Factors and Strategies in Product and Service Design

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  1. CHAPTER 4 Product and Service Design

  2. Product and Service Design • Major factors in design strategy • Cost • Quality • Time-to-market • Customer satisfaction • Competitive advantage Product and service design – or redesign – should be closely tied to an organization’s strategy

  3. Product or Service Design Activities • Translate customer wants and needs into product and service requirements • Refine existing products and services • Develop new products and services • Formulate quality goals • Formulate cost targets • Construct and test prototypes • Document specifications

  4. Reasons for Product or Service Design • Economic • Social and demographic • Political, liability, or legal • Competitive • Technological

  5. Objectives of Product and Service Design • Main focus • Customer satisfaction • Secondary focus • Function of product/service • Cost/profit • Quality • Appearance • Ease of production/assembly • Ease of maintenance/service

  6. Designing For Operations • Taking into account the capabilities of the organization in designing goods and services

  7. Legal, Ethical, and Environmental Issues • Legal • FDA, OSHA, IRS • Product liability • Uniform commercial code • Ethical • Releasing products with defects • Environmental • EPA

  8. Regulations & Legal Considerations • Product Liability - A manufacturer is liable for any injuries or damages caused by a faulty product. • Uniform Commercial Code - Products carry an implication of merchantability and fitness.

  9. Designers Adhere to Guidelines • Produce designs that are consistant with the goals of the company • Give customers the value they expect • Make health and safety a primary concern • Consider potential harm to the environment

  10. Other Issues in Product and Service Design • Product/service life cycles • How much standardization • Product/service reliability • Range of operating conditions

  11. Saturation Maturity Decline Demand Growth Introduction Time Life Cycles of Products or Services Figure 4.1

  12. CHAPTER 5 Capacity Planning For Products and Services

  13. Capacity Planning • Capacity is the upper limit or ceiling on the load that an operating unit can handle. • The basic questions in capacity handling are: • What kind of capacity is needed? • How much is needed? • When is it needed?

  14. Importance of Capacity Decisions • Impacts ability to meet future demands • Affects operating costs • Major determinant of initial costs • Involves long-term commitment • Affects competitiveness • Affects ease of management • Globalization adds complexity • Impacts long range planning

  15. Capacity • Design capacity • maximum output rate or service capacity an operation, process, or facility is designed for • Effective capacity • Design capacity minus allowances such as personal time, maintenance, and scrap • Actual output • rate of output actually achieved--cannot exceed effective capacity.

  16. Actual output Efficiency = Effective capacity Actual output Utilization = Design capacity Efficiency and Utilization Both measures expressed as percentages

  17. Efficiency/Utilization Example Actual output = 36 units/day Efficiency = = 90% Effective capacity 40 units/ day Utilization = Actual output = 36 units/day = 72% Design capacity 50 units/day Design capacity = 50 trucks/day Effective capacity = 40 trucks/day Actual output = 36 units/day

  18. Determinants of Effective Capacity • Facilities • Product and service factors • Process factors • Human factors • Operational factors • Supply chain factors • External factors

  19. Strategy Formulation • Capacity strategy for long-term demand • Demand patterns • Growth rate and variability • Facilities • Cost of building and operating • Technological changes • Rate and direction of technology changes • Behavior of competitors • Availability of capital and other inputs

  20. Key Decisions of Capacity Planning • Amount of capacity needed • Timing of changes • Need to maintain balance • Extent of flexibility of facilities Capacity cushion – extra demand intended to offset uncertainty

  21. Steps for Capacity Planning • Estimate future capacity requirements • Evaluate existing capacity • Identify alternatives • Conduct financial analysis • Assess key qualitative issues • Select one alternative • Implement alternative chosen • Monitor results

  22. Make or Buy • Available capacity • Expertise • Quality considerations • Nature of demand • Cost • Risk

  23. Developing Capacity Alternatives • Design flexibility into systems • Take stage of life cycle into account • Take a “big picture” approach to capacity changes • Prepare to deal with capacity “chunks” • Attempt to smooth out capacity requirements • Identify the optimal operating level

  24. Economies of Scale • Economies of scale • If the output rate is less than the optimal level, increasing output rate results in decreasing average unit costs • Diseconomies of scale • If the output rate is more than the optimal level, increasing the output rate results in increasing average unit costs

  25. Average cost per unit Minimum cost 0 Rate of output Evaluating Alternatives Figure 5.3 Production units have an optimal rate of output for minimal cost. Minimum average cost per unit

  26. Evaluating Alternatives Figure 5.4 Minimum cost & optimal operating rate are functions of size of production unit. Small plant Average cost per unit Medium plant Large plant 0 Output rate

  27. Planning Service Capacity • Need to be near customers • Capacity and location are closely tied • Inability to store services • Capacity must be matched with timing of demand • Degree of volatility of demand • Peak demand periods

  28. Amount ($) Total cost = VC + FC Total variable cost (VC) Fixed cost (FC) 0 Q (volume in units) Cost-Volume Relationships Figure 5.5a

  29. Total revenue Amount ($) 0 Q (volume in units) Cost-Volume Relationships Figure 5.5b

  30. Profit Total revenue Amount ($) Total cost 0 BEP units Q (volume in units) Cost-Volume Relationships Figure 5.5c

  31. FC + VC = TC FC + VC = TC 3 machines FC + VC = TC 2 machines 1 machine Quantity Step fixed costs and variable costs. Break-Even Problem with Step Fixed Costs Figure 5.6a

  32. $ BEP 3 TC BEP 2 TC 3 TC 2 TR 1 Quantity Multiple break-even points Break-Even Problem with Step Fixed Costs Figure 5.6b

  33. Assumptions of Cost-Volume Analysis • One product is involved • Everything produced can be sold • Variable cost per unit is the same regardless of volume • Fixed costs do not change with volume • Revenue per unit constant with volume • Revenue per unit exceeds variable cost per unit

  34. Financial Analysis • Cash Flow - the difference between cash received from sales and other sources, and cash outflow for labor, material, overhead, and taxes. • Present Value - the sum, in current value, of all future cash flows of an investment proposal.

  35. Calculating Processing Requirements

  36. Location/Criteria PS11 Guitar site location

  37. Capacity/Design STA11 Demand/ patients/ staffing/ variation at St. Alexius Hospital

  38. Process Flow Improvement SU6 Redesign of layout at Toyota

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