Managing product development - Quản lý phát triển sản phẩm (Part 2)

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Managing product development - Quản lý phát triển sản phẩm (Part 2)

  1. 1. n t n n m Managing product development nh o Tuân – SEP 201114/07/2012 1
  2. 2. Tư duy i n m/ ch va logic kinh doanh rethinking goods/services & business logic14/07/2012 2
  3. 3. m quan ng Goods – dominant logic  Service - dominant logic G-D logic  S-D logic a n m không i do i n t o nên nh o ra gia a i tiêu ng trong không gian ng a i tiêu ng mua ng a ch c o ra i nha cung p đê p như t sư c cho nh o ra gia cho14/07/2012 3
  4. 4. p t m , n n  bê c  m năng khai c n chê c nghi i nha n t G-D logic, t t m tư đây  t n n m ??? u u sư i m p i phu nư o ng nh c gia nh  m năng khai c vô ng n c sư a n m c t ntrong không gian a i tiêu ngS-D logic, t t m tư đây  t n n m ??? 14/07/2012 4
  5. 5. m quan ng Goods – dominant logic  Service - dominant logic G-D logic  S-D logic ng a va ch phương tiên, n c p o ra giaKinh doanh nh trao i (Exchange)  tương c (interaction) o ra gia trong n n o ra gia trong i n i tiêu ng: i o ra gia n t: ng o ra gia , o u n o ra gia cho i tiêu ng(value facilator) 14/07/2012 5
  6. 6. Concept development t n m/ i m cho n m14/07/2012 6
  7. 7. Conceptualize / Conceptualization nh m, i m a n m a a conceptualize? u gi y ra khi ch ng14/07/2012 7
  8. 8. c sư a n m c t n trong không gian a i tiêu ng gi ? u u sư i m14/07/2012 8
  9. 9. Printer concept14/07/2012 9
  10. 10. Air conditioner concept14/07/2012 10
  11. 11. c sư a n m c t n trong không gian a i tiêu ng nh ng i ng u tô gi?14/07/2012 11
  12. 12. m thê o đê i m a n m m thê o đê u u sư i m a i tiêu ng m thê o đê test 01 concept n m14/07/2012 12
  13. 13. a n m trong không gian a i tiêu ng Vs Company mission – sư nh a doanh p Vd: unilever best food – knorr true hapiness14/07/2012 13
  14. 14. Concept DevelopmentMission Statement Identify Establish Generate Select a Refine Customer Target Product Product Specifications Needs Specification Concepts Concept Analyze Perform Plan Remaining Competitive Economic Development Products Analysis Project Quan m G-D logic  S-D logic ?? Development Plan Concept Development
  15. 15. Concept Generation Exercise: Vegetable Peelers
  16. 16. Vegetable Peeler Exercise: Voice of the Customer• "Cà rốt và khoai tây là rất khác nhau". "Tôi ng tay." i." "Cái này là nhanh chóng, nhưng nó mất rất nhiều." "Làm thế nào để t vỏ bí"? gỉ." "Điều này nhìn OK trong cửa hàng."
  17. 17. Vegetable Peeler Exercise: Key Customer Needs1. m.2. i.3. i gian4. n5. ch6.7. i8. t
  18. 18. Vegetable Peelers concept
  19. 19. Concept Development & Selection Funnel concept gener ation concept scr eening concept scor ing concept tes tingKarl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development,Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  20. 20. ConceptsSelection A B C D ECriteria (Reference)12345 Concept Screening Matrix
  21. 21. Rate the conceptsSelection ConceptsCriteria A B C D E (Reference)1 0 + 0 + +2 0 0 0 + 03 + 0 0 0 +4 - + 0 + +5 - + 0 - + Concept Screening MatrixA relative score of: better than (+), same as (O), worse than (-)
  22. 22. Rank the concepts ConceptsSelection A B C D ECriteria (Reference)1 0 + 0 + +2 0 0 0 + 03 + 0 0 0 +4 - + 0 + +5 - + 0 - +Sum of +’s 1 3 0 3 4Sum “0’s” 2 2 5 1 1Sum of –’s 2 0 0 1 0Net Score -1 3 0 2 4Rank 5 2 4 3 1 Continue? Concept Yes No Screening Matrix Combine Revise Yes
  23. 23. CONCEPT SCORING CONCEPTS A (reference) DF E G+ (revised)Selection WeightCriteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score1 52 153 104 255 156 207 10
  24. 24. RATING RELATIVE PERFORMANCE  1 Much worse than reference concept  2 Worse than reference concept  3 Same as reference concept  4 Better than reference concept  5 Much better than reference concept CONCEPTSSelection Weight A (reference) DF E G+ (revised)Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score1 5 3 3 4 42 15 3 4 4 33 10 3 3 5 54 25 3 3 2 35 15 3 5 4 36 20 3 3 2 27 10 3 3 3 3
  25. 25. CONCEPTSSelection Weight A (reference) DF E G+ (revised)Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted Score Score Score Score1 5 3 0.15 3 0.15 4 0.20 4 0.202 15 3 0.45 4 0.60 4 0.60 3 0.453 10 3 0.30 3 0.30 5 0.50 5 0.504 25 3 0.75 3 0.75 2 0.50 3 0.755 15 3 0.45 5 0.75 4 0.60 3 0.456 20 3 0.60 3 0.60 2 0.40 2 0.407 10 3 0.30 3 0.30 3 0.30 3 0.30 Total Score 3.00 3.45 3.10 2.05 Rank 4 1 2 3 Continue? No Develop No No
  26. 26. Concept Selection Example: Reusable SyringeKarl T. Ulrich and Steven D. Eppinger, 2004, Product Design and EDGE™Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  27. 27. Concept Selection Example: Reusable Syringe• Design an improved, reusable syringe with precise dosage control for outpatient use. – Current product was too costly and inaccurate• Seven criteria identified based on stake holder needs – Ease of handling, use and manufacture – Readability of dose settings and accuracy – Durability and portability EDGE™
  28. 28. Example: Concept Scoring Concepts A DF E G+ (reference) Master Cylinder Lever Stop Swash Ring Dial Screw+ Weighted Weighted Weighted WeightedSelection Criteria Weight Rating Score Rating Score Rating Score Rating ScoreEase of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45Ease of Manuf acture 20% 3 0.6 3 0.6 2 0.4 2 0.4Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3 Total Score 2.75 3.45 3.10 3.05 Rank 4 1 2 3 Continue? No Dev elop No No Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and EDGE™ Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill
  29. 29. i p nhân Topic 1 Concept development14/07/2012 29
  30. 30. 14/07/2012 30

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