Product Family and Product Portfolio design

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Product Family and Product Portfolio design
Product Portfolio A set of different products
offered by a company at a given point of time.
Product architecture A hierarchical, structural
description of each product, Often based on
functional decomposition
Product Portfolio Architecture Description of
components/modules/systems of a set of products
(past, present, future) offered by the company
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Product Family and Product Portfolio design
Different products do not share any components or
modules High sales volume
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Product Family and Product Portfolio design
Products do not share components, Have adjustable
input parameters
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Product Family and Product Portfolio design
Images (c) Krups
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Product Family and Product Portfolio design
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Product Family and Product Portfolio design
Architecture differentiates modules based
on module is consumable or not Examples Ink-c
artridges for ink-jet printers film for film
cameras,
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Product Family and Product Portfolio design
Interface (mech, elec, software) follows a
published standard Canon EF-lens mount
system Bus-architecture in PCs
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Product Family and Product Portfolio design
modules may be parametrically modified and fit
into the product at the time they are
ordered Examples PC modules
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Product Family and Product Portfolio design
Product designed and made Based on
customer-provided Engg spec Example Tsing Ma
Bridge
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Product Family and Product Portfolio design
Customer configures product by selecting a series
of different modules that make up the
product Dell PCs, Automobiles, Swatch, MyBarbie,
NIKEiD,
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Designing Portfolios with multiple products
1. Statistical method the customer-market model
Interview customers ? identify reqts
SURVEYS ? Importance of each reqt ? Identify
target values (m, s) for each reqt ? Identify
time-variations of reqts
Segregate customer-base into segments (factor
analysis)
Analyze specs for each segment for each
requirement
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Designing Portfolios with multiple products
1. Statistical methods demand assessments via
customer surveys
Possible decision tree
m constant over time?
N
modular generations
Y
N
spop is large ?
fixed unshared portfolio
Y
segment ss population s ?
N
modular families
Y
parametric/adjustable portfolio (e.g. car seats)
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How to design Portfolios with multiple products
2. Functional Architecture Break the product
into functional modules
power saw
screwdriver
scumbuster
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How to design Portfolios with multiple products
2. Functional Architecture Break the product
into functional modules
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How to design Portfolios with multiple products
3. Systematic Design Approach for size-ranging
(Pahl and Beitz)
Advantages of scaling (a) The products are
geometrically similar (b) We may use the same
design drawings/models (change scale) (c)
Manufacturing benefits e.g. pantographs, tooling
design Pahl and Beitz Optimal schemes use
geometric scaling
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Systematic Design Approach for size-ranging..
Scaling and Non-dimensional techniques
Length of a feature in the base design
L0, Length of the same feature in a different
size of model L1 Two products are
geometrically similar if, for each
feature, the ratio fL L0 / L1 fL is
non-dimensional
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Systematic Design Approach for size-ranging..
Scaling and Non-dimensional techniques Step 1.
Find the functional characteristic Step 2. Find a
non-dimensional constant related to the
characteristic Step 3. Define size steps for
functional characteristic in geometric
series Step 4. Scale all geometric features to
maintain same non-dimensional constant value
(functionality).
heat dissipation K ( surface area) scale
factor fL ? area increases by fL2 increase in
heat generation K(fL ) gt heat sink may be
scaled up by fL0.5
A simple heat sink
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How to design Portfolios with multiple products
4. Taguchis Loss Function
Mens dress shirts 10 sizes Each size neck
(collar length) and sleeve (arm length). neck
sizes increments 1 cm sleeve lengths
increments 2 cm. Person size ? nearest shirt
size ? Loss of Quality
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4. Taguchis Loss Function
Mens dress shirts Neck size y Target m If
y ? m, there is a loss Loss L(y) L( m
(y-m)) Using Taylor-series expansion L(m)
(y-m) L(m)/ 1! (y m)2 L(m)/ 2!
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4. Taguchis method Loss function..
Loss L(y) L( m (y-m)) L(m)
(y-m) L(m)/ 1! (y m)2 L(m)/ 2!
Ideally (a) L(m) 0 if actual size target
size, Loss 0, and (b) When y m, the loss is
at its minimum, therefore L'(m) 0
Taguchis Approximation L(y) k( y m)2
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4. Taguchis Method Loss Function
Assume tolerance limits D1 and D2 neck
size in range m D1, m D2. out-of-toleran
ce losses D1 and D2 Assume over-size/under-size
loss 400 out-of-limit
y lt m, k1 400/ D12 y gt m, k2 400/ D22 .
L(y) k( y m)2
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4. Taguchis Method Loss Function Example
Let D1 0.5 cm, and D2 1 cm, k1 400/
0.52 1600, and k2 400/ 1.02 400, loss
function
If a person has a neck size 40.2, (i) Buy a
size 40, gt Loss of value 1600 ( 40.2 40)2
64, Or (ii) Buy a size 41, gt Loss of value
400 ( 41 40.2)2 256.
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4. Taguchis method determination of size ranges
Break even point for customers 1600( y 40)2
400 ( 41 y)2 y 40.33 Net loss to
community If manufacturer offers only even
sizes (40, 42, 44,) Break even point 1600( y
40)2 400 ( 42 y)2, or y 40.67 Net loss
to community
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4. Taguchis method determination of size ranges
Break-even model Compare total consumer loss
with manufacturer benefit/order
Estimate of manufacturer benefit (retail price
production cost) Example (retail price
production cost) 180 Consumer loss on size
ranges (40, 41, ) 59.3 lt 180 Consumer loss
on size ranges (40, 42, ) 237 gt 180
Break even point steps of 1.8cm
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How to design Portfolios with multiple products
5. Systematic, Intuitive Methods 5.1.
SCAMPER 5.2. Orthographic analysis Step 1.
List independent attributes Step 2. Coordinate
system, one axis per attribute Step 3. List
values along each axis Step 4. Combine,
Permute, Interpolate, Extrapolate
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Orthographic analysis Food Manufacturer Example
current products
current clients
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Orthographic analysis Food Manufacturer Example
Combine (processes) fry mash ?
hash-browns Combine (materials) potato
vegetable ? vegetarian patty Permute fry
vegetables ? vegetable chips Extrapolate add
fruits ? banana chips Interpolate half cooked
potato chips ? refry-to-eat