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Teaching materials to accompany: Product Design and Development Chapter 4 Karl T. Ulrich and Steven D. Eppinger 5th Edition, Irwin McGraw-Hill, 2012.
Outline
Product Plan Problems with no product plan Projects Mission Statement Product Planning Process
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Product Plan
Portfolio of products to be developed by the organization and the timing of their introduction to the market.
A set of projects approved by the planning process, sequenced in time
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A Product Plan
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Identify Opportunities
Pr oduct Plan
Market segmentation
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Department
Lakes Project
Lakes Extensions
Market Segment
Legend
Xerox product
Workgroup
30 ppm $10k 40 ppm network $20k
Hodaka Project
20 ppm $8k 25 ppm $9k 30 ppm $10k
Personal
20 ppm $7k
1997
1998
1999
2000
Year of Release
Technology S-Curves
Copier Performance Digital Technology
Light-Lens Technology
Time
Technology Roadmap
Functional Elements Photoreceptor Scanner Layout Toner Type Output Modes User Interface Image Processing Diagnostics Cylindrical Drum 2D CCD Array w/Optical Reduc. High Temperature Technologies 3-Pitch Belt Photoreceptor n-Pitch Belt Photoreceptor
Full-Width, Linear Array without Optical Reduction Low Melting Point Low Melting Point, Low Emission Color: Paper, Fax, Scan, Local Network, Internet Touch Screen, Remote PC
Monochrome: Paper, Fax, Scan, Local Network, Internet Keypad Touch Screen
Hodaka Project
Lakes Project
Lakes Extensions
The choice of competitive strategy affects the product development portfolio Use of the product-process change matrix to balance the portfolio, as shown in page 63. Product development is closely coupled with technology development, though it is usually not in the companys control.
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