Chapter 2:

Product Planning and Manufacturing Strategies

LIM Soon Chong, Johnson (Ph.D.)

Universiti Tun Hussein Onn Malaysia (UTHM)

BBM 40402, v1.0

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Chapter Objectives

At the end of this chapter, students is able to:

1 explain the important elements in product design and planning;
2 elaborate different product manufacturing strategies; and
3 explain the roles of computers in modern manufacturing.

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Outline I

1 Product Design
Introduction
Who are the designers?
What do customers want?
Product Life Cycle
Product Development Process

2 Product Manufacturing Strategies

One-of-a-Kind Production
Mass Production
Mass Customization
Product Family Design
Design for X

3 Computers in Design

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Outline II
Computer-Aided Design(CAD)
Computer-Aided Manufacturing(CAM)
CAD/CAM System
Computer-Aided Engineering (CAE)

4 Way Forward
Additive Manufacturing
Augmented Reality
Product Service System

5 References

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 Product Design Introduction

What is a product?

Product
A product is something sold by an enterprise to its customers [2]. In the
technical or engineering perspective, the term refers to engineered product.

Examples:

Phillips iPod Speaker Dock Oral-B electric toothbrush

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 Product Design Who are the designers?

Who design and develop products?

Product design and development is an interdisciplinary activity that is often
achieved by a team of people (in a design team) with different skills and
experience and plays different roles in the team. Three functions that are
central to a product development project [2]:

Marketing: The marketing function mediates the interaction between the firm
and its customers. Marketing function identify product opportunities, market
segments and identify customer needs.

Design: Design function basically define the physical form (and also
non-physical aspects) of a product to meet customer needs. These include
engineering design (mechanical, electrical, software, etc.) and industrial design
(aesthetics, ergonomics, user interfaces, packaging, etc.)
Manufacturing: Manufacturing function is associated with designing, operating
and/or coordinating the production system in order to produce the product.
These includes determining suitable manufacturing processes, purchasing
decisions, material flow and logistics, etc.

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 Product Design Who are the designers?

Voltswagen New Beetle Facts [2]:

Annual Production of 100,000 units/yr, $20,000 per unit
Number of unique parts: 10,000

Development time: 3.5 yrs

Development team: 800 people (internal) & 800 people (external)

Development cost: $400 million

Production investment: $500 million

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 Product Design What do customers want?

What do customers want?

Figure 1: How do we capture voice of customers? [3]

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 Product Design A Product’s Life Cycle

Product Lifecycle I

Figure 2: A product’s lifecycle [1]

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 Product Design A Product’s Life Cycle

Product Lifecycle II

The four phases in the lifecycle of a product[1]:

Introductory Phase: large initial expenditure on product research,
development, modification and enhancement.

Growth Phase: product design has begun to stabilize, and effective forecasting
of capacity requirements is necessary. Management of production planning,
supply chain, etc. to cover increased product demand is necessary through
upgrading existing capacity.

Maturity Phase: product is matured and competitors are present. Strategies for
profitability and market share include cost control, reductions in options, and
high-volume production.

Decline Phase: market needs are declining with introduction of new products or
emergence of new technology. Production should be slowed down or even
terminated for cost control.

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 Product Design Product Development Process

Product Development Process

Product Development Stages

[1]:

Understanding Design
Needs/Requirements

Functional and Product

Specifications
Design Review and
Prototype Testing
Product-to-Market

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 Product Manufacturing Strategies One-of-a-Kind Production

One-of-a-Kind Production

NASA’s GPS Satellite Wikipedia Image

Production strategy where products are produced in small batches and driven by
customer orders [6]
Some Concepts [6]:
1 Make to Stock: only distribution is customer-order driven
2 Assembly to Order: assembly and distribution are customer-order driven
3 Make to Order: purchasing, component manufacturing, assembly and
distribution are customer-order driven
4 Engineer to Order: product design is customer-order driven
Examples: Luxury vessels, space equipments, etc.
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 Product Manufacturing Strategies Mass Production

Mass Production

Ford is the early manufacturer that popularized the idea of mass

production in the early 1910s till 1920s
Reduced time to market with standardized parts, components, and
assembly processes
The introduction of assembly line where specific workers are working on
specific part of a product
Components and parts can be produced in high precision with
significantly lower costs

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 Product Manufacturing Strategies Mass Customization

Mass Customization
The use of flexible computer-aided
manufacturing systems to produce
customizable products that are near mass
production efficiency.
Among the strategies of mass customization,
modular design is one popular methodology
adopted where a product is consists of a
combination of highly customizable and easily
Nokia 5110, first customiz- segmented modules. This ensures easier
able phone (Nokia) process for product development, subsequent
upgrade and repair.

Another strategy is late differentiation, where

customization occurs near the point of
distribution (e.g. power adapters for different
countries).

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 Product Manufacturing Strategies Product Family Design

Product Family Design I

Product Family Design (PFD) is a collection of similar product variants

that share common features, but yet each possesses some specific
functions which are distinguished in order to fulfill some alertniche
customer requirements
There are two types of product family:
1 Scalable PFD: where a family of products adopted common design
parameters (e.g. stretching)
2 Modular PFD: where a family of products share similar or common product
modules

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 Product Manufacturing Strategies Product Family Design

Product Family Design II

Figure 3: Example of a Scalable Product Family (Boeing)

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 Product Manufacturing Strategies Product Family Design

Product Family Design III

Figure 4: Example of a Modular Product Family

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 Product Manufacturing Strategies Design for X

Design for X

DFMA for improved assembly process [3]

“X” indicates a wide range of design focus. Design for X refers to a set of design
know-how that are focused in improving the “X” domain.
Design for manufacture and assembly: focuses on the effect of design on
assembly. Allows designers to examine the integration of product designs before
the product is manufactured.
Design for Disassembly: focuses on the disassembly of products after
expiration
Design for Environment: focuses on reducing the environmental impact during
the design, manufacturing process, consumption and disposal of products.
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 Computers in Design Computer-Aided Design(CAD)

Computer-Aided Design(CAD)

A sample of 3D CAD Model (Wikipedia Image)

Computer-aided design (CAD) refers to the use of computers to

interactively design products and prepare engineering documentation
Speed and ease with which sophisticated designs can be manipulated,
analyzed and modified with CAD makes review of numerous options
possible before final commitments are made
Faster development, better products, accurate flow of information to other
departments
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 Computers in Design Computer-Aided Manufacturing(CAM)

Computer-Aided Manufacturing(CAM)

A 5-axis machining center (Makino Corp.)

The use of specialized computer programs to direct and control

manufacturing equipment for manufacturing purpose
When CAD information is translated into instructions for CAM, the results
of these two technologies is CAD/CAM

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 Computers in Design CAD/CAM System

CAD/CAM System
The benefit of CAD/CAM System:
Product quality: CAD permits the designer to investigate more alternatives,
potential problems, and dangers

Shorter design time: a shorter design phase lowers cost and allows a more
rapid response to the market

Production cost reductions: Reduced inventory, more efficient use of

personnel through improved scheduling, and faster implementation of design
changes lower costs.

Database availability: Provides information for other manufacturing software

and accurate product data so everyone is operating from the same information,
resulting in dramatic cost reduction

New range of capabilities: The abilities to rotate and depict objects in 3D form,
to check clearance, to relate parts and attachments, and to improve the use of
numerically controlled machine tools - all provide new capabilities for
manufacturing.

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 Computers in Design Computer-Aided Engineering (CAE)

Computer-Aided Engineering (CAE)

Structural Analysis (Wikipedia Image)

The use of computer software to simulate performance in order to improve

product designs or assist in the resolution of engineering problems for a wide
range of industries. This includes simulation, validation, and optimization of
products, processes, and manufacturing tools.
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 Way Forward Additive Manufacturing

Additive Manufacturing

MakerBot Replicator 2 (MakerBot)

Additive manufacturing refers to technologies that create objects through

sequencing layering [4]. Example: “3D Printing”.
Objects that are manufactured additively can be used anywhere throughout the
product life cycle, from pre-production (i.e. rapid prototyping) to full-scale
production (i.e. rapid manufacturing) in addition to tooling applications and
post-production customization [4].
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 Way Forward Augmented Reality

Augmented Reality

Virtual Assembly (Microsoft Future Vision)

AR is a live, direct or indirect, view of physical, real-world environment whose

elements are augmented by computer-generated sensory input such as sound,
video, graphics or GPS data [5].
Applications in design engineering: virtual assembly, CAD model visualization,
virtual product experimentation, etc.
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 Way Forward Product Service System

Service Design I

An Example of Service (DiGi Mobile)

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 Way Forward Product Service System

Service Design II

Designing product & service bundle that are appealing to customer is a

challenging task
Service is an intangible products that is also crucial towards customer
satisfaction
Service design requires customer involvement and at times customer
may participate in the design process (customizable services)
As with products, services can also be modularized for easier
customization

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 References

References I

[1] H EIZER , J., AND R ENDER , B. Operations Management. Prentice Hall, 2008.
[2] U LRICH , K. T., AND E PPINGER , S. D. Product Design and Development, 5th ed.
McGraw-Hill, 2012.
[3] VONDEREMBSE , M., AND W HITE , G. Core Concepts of Operations Management.
Wiley Press.
[4] W IKIPEDIA. 3d printing.
[5] W IKIPEDIA. Augmented reality.
[6] W ORTMANN , J. Towards one-of-a-kind production: The future of european
industry. Advances in Production Management Systems (1991).

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 References

The End

Thank You.

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