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42629 lecture 3 pt4

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IPD: Market and Supply Chain

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42629 lecture 3 pt4

  1. 1. Integrated Product DevelopmentImproving Market PositionThomas J. Howardhttps://sites.google.com/site/thomasjameshowardhomepage/thow@mek.dtu.dk Unless otherwise stated, this material is under a Creative Commons 3.0 Attribution–Share-Alike licence and can be freely modified, used and redistributed but only under the same licence and if including the following statement:“Original material by Thomas J. Howard for course 42629 – Innovation and Product DevelopmentDepartment of Mechanical Engineering, The Technical University of Denmark”
  2. 2. Customer relationship modelling Designing the Market and Product simultaneously Market Product Business Production2 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  3. 3. Case studyThe initial project brief: “To design quick release security screws for small paintings.” Clive Stevens (Managing Director) of Euronova. 3 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  4. 4. Defining a market • In the UK last year there were 42 thefts from Museums and Galleries from about 2,700 organisations. • In probability terms this works out at a 1:60 chance of a theft from a single organisation per year. • The pattern of crime has migrated from night-time and fraud, to snatches during open hours. 64% of thefts were from displays during the day.4 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  5. 5. Whose market? TERTIARY Art Observers CUSTOMER SECONDARY Art Galleries CUSTOMER Euronova PRIMARY CUSTOMER Consultant FOUNDATION LEVEL Art Thief ANTI-CUSTOMER5 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  6. 6. Stakeholders and their relations Wittenborg Coffee beans Coffee supplier Company/customer User Key Coffee contact Money-flow Service [design.ing student project, 2004 Communication Products/materials from McAloone, Bey & Mougaard 11]6 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  7. 7. Supply chain modellingInjection Moulding Product producer Retail Outlet Manuf‟ insert Filling Capping Selling bottle bottlePackaging Firm Labelling Quality Assemble control Consumer Design Insert Tamper Cap proofing Manuf‟7 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  8. 8. Stakeholders and activitiesRandmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model ofproduct, service and business development”, ICED118 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  9. 9. Stakeholders and activitiesRandmaa, M; Mougaard, K; Howard, TJ; McAloone, TC. 2011, “Rethinking value: A value-centric model ofproduct, service and business development”, ICED119 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  10. 10. Stakeholders and activities 2 Ship owner [Bachelorprojekt, 2006]10 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  11. 11. Product and user lifecyclesTan, A., McAloone, T.C., Andreasen, M., “What happens tointegrated product development Models with product/service-system approaches?”, The 6th Integrated Product Developmentworkshop, 200611 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  12. 12. Applying IPD to NPDSketch a product life and activity cycles for sun lotionTry to suggest a new configuration.12 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  13. 13. Applying IPD to NPDNeed Situation:Purchase of sun lotion is always pre-emptive.Responsible people get burnt by being caught in „surprise sunshine‟ (forgetting lotion)Cream needs to be available to the user when s/he needs it13 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  14. 14. Our solution...14 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  15. 15. How do the stakeholders and activities interlink for you business proposition? Try to sketch it out and consider opportunities to add value to your business offering.15 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  16. 16. Advances in IPDProduct portfolio and business development
  17. 17. A business dimension17 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  18. 18. How is Product-Business Integrationachieved? Fitting within a portfolio Technology Road-mapping Product platforms Market segmentation18 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  19. 19. Project portfolios [From Ulrich and Eppinger 5th ed.]19 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  20. 20. Technology roadmapping [From Ulrich and Eppinger 5th ed.]20 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  21. 21. Product Platforms [From Ulrich and Eppinger 5th ed.]21 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  22. 22. Market segmentation [From Ulrich and Eppinger 5th ed.]22 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  23. 23. Questions ?23 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark
  24. 24. Final thought Image from Prof. Winston Knight‟s presentation: Life Cycle Design of Products24 Original material by Thomas J. Howard for course 42629 – Innovation and Product Development 2012 Department of Mechanical Engineering, The Technical University of Denmark

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