Operations Management Design of Goods and Services

Humor of Product Design Keinginan konsumen/Pelanggan © 1984-1994 T/Maker Co. Interpretasi Pemasar © 1984-1994 T/Maker Co. Divisi Operasi Mendesain © 1984-1994 T/Maker Co. Desain Para Insinyur © 1984-1994 T/Maker Co.

Product & Service Design Proses penentuan sejumlah karakteristik unik dari penawaran product & service perusahaan Bertujuan untuk mendefinisikan pelanggan utama perusahaan, citra, dan pertumbuhan masa depan

Products versus Services Tangible offerings Dimensions, materials, tolerances & performance Services: Intangible offerings Physical elements + sensory, esthetic, & psychological benefits

Apakah Produk itu? Penawaran pemenuhan/pemuasan Need-Wants oleh organisasi Contoh: P&G tidak menjual laundry detergent P&G menjual manfaat dari pakaian bersih Pelanggan ‘membeli’ kepuasan, Dalam bentuk produk; barang atau jasa This slide provides an opportunity to introduce the complex nature of a product. There are a number of examples one can discuss here: McDonald’s/ Burger King/Wendys (their product is more than hamburgers); your particular college or university; Microsoft; auto manufacturers.

Strategic Importance of Design Apa yang ditawarkan harus mendukung strategi bisnis perusahaan Jika tidak, perusahaan akan kehilangan pangsa pasar dan kerugian bisnis muncul Desain difokuskan pada ‘produk inti’ Opsi strategi operasi dalam desain: unik/beda, biaya, atau waktu

Product Components Product Brand (Name) Product Idea Package Physical Good One might remind students that a product is defined not only by what it has, but also by what is missing. Features Quality Level Service (Warranty)

Product Life Cycle Introduction Growth Maturity Decline This slide begins an in depth study of the product life cycle.

Product Life Cycle Introduction Persiapan Penelitian & pengembangan produk Modifikasi & peningkatan kemampuan Pengembangan jaringan pemasok

Product Life Cycle Growth Penerimaan produk mulai stabil Peramalan kapasitas dan strategi flexibility menjadi penting

Product Life Cycle Maturity Kompetitor mulai muncul Volume tinggi; produksi inovatif mulai diperlukan Strategi efisiensi biaya dan fleksibilitas mulai digencarkan

Product Life Cycle Decline Pilihan: Jika laku: a) produk dipertahankan; b) modifikasi minor; c) penambahan atribut  servis, diskon, dsb Jika tidak laku: a) modifikasi besar (ubah total); b) ganti produk baru

Product Life Cycle Cost of development and production Sales revenue Introduction Growth Maturity Decline Sales, cost, and cash flow Cost of development and production Sales revenue Net revenue (profit) Cash flow Loss Negative cash flow

PLC Cost Costs committed Costs incurred Ease of change 100 – 80 – 60 – Concept Detailed Manufacturing Distribution, design design service, prototype and disposal Percent of total cost 100 – 80 – 60 – 40 – 20 – 0 – Costs committed Costs incurred Ease of change

Percent of Sales From New Product This slide suggests that product innovation is a “way-of-life” for industry leaders. Does this suggest that one of the most important activities in which a company engages is that of “adaptation”? If so, will this become more or less of an issue in the future?

Product Life Cycle: Gadgets Growth Decline Time Sales Virtual reality, game console Smartphone Tablet PC, Laptop Personal Computer Introduction Maturity This slide gave a reasonable depiction of the growth stage for these products when it was created. Does it still? Ask students to consider the length of the lifetime of each of the products listed. Are the lifetimes similar? What ranges of lifetime would they estimate for these products?

Product Development System Evaluation Introduction Test Market Functional Specifications Design Review Product Specifications Customer Requirements Ability Ideas Scope of product development team Scope for design and engineering teams

Steps in Product Design Idea Development: Kebutuhan-keinginan diidentifikasi, & ide produk mulai digabungkan Product Screening: Ide-ide awal dievaluasi kesulitan produksi dan keberhasilan Preliminary Design & Testing Tes pasar & pengembangan prototip Final Design Product & service characteristics are set

Idea Development Existing & target customers Benchmarking Customer surveys & focus groups Benchmarking Studying “best in class” companies from your industry or others and comparing their practices & performance to your own Reverse engineering Disassembling a competitor’s product & analyzing its design characteristics & how it was made Suppliers, employees and technical advances

Product Screening Operations: Marketing: Finance: Are production requirements consistent with existing capacity? Are the necessary labor skills & raw materials available? Marketing: How large is the market niche? What is the long-term potential for the product? Finance: What is the expected return on investment?

Preliminary Design & Testing General performance characteristics are translated into technical specifications Prototypes are built & tested (maybe offered for sale on a small scale) Bugs are worked out & designs are refined

Final Design Specifications are set & then used to: Develop processing and service delivery instructions Guide equipment selection Outline jobs to be performed Negotiate contracts with suppliers and distributors

Desain Berbasis QFD Quality Function Developtment  proses penetapan keinginan pelanggan dan menerjemahkan keinginan tersebut ke dalam atribut yang dapat dipahami dan dilaksanakan oleh setiap bagian fungsional organisasi Tim anda diminta untuk membuat produk kamera ‘Alat’ House of Quality  matrik yang menghubungkan antara keinginan konsumen dengan bagaimana perusahaan memenuhi keinginan konsumen

Quality Function Development Identify customer wants Identify how the good/service will satisfy customer wants Relate customer wants to product hows Identify relationships between the firm’s hows Develop importance ratings Evaluate competing products Compare performance to desirable technical attributes

House of Quality HouseofQuality.ppt

Sequential & Concurrent Design

Concurrent Engineering Benefit Pendekatan desain multi/lintas fungsi, yang secara simultan/bersama-sama mendesain produk dan proses Menggantikan pendekatan tradisional yang berbasis ‘sekat/batas’ desain antar tim (layaknya pendekatan sequential) Waktu dan biaya pengembangan bisa dikurangi Menekankan pada ‘problem-solving’ atas desain

ISU PENTING DALAM DESAIN PRODUK ROBUST DESIGN  disain yang dapat memproduksi sesuai dengan persyaratan, meskipun dalam kondisi tidak layak MODULAR DESIGN  komponen produk yang disub-subkan dalam modul yang mudah digantikan atau ditempatkan, customize, misal perakitan modular pada Harley davidson yang dengan mudah dimodifikasi, restauran swalayan dll COMPUTER-AIDED DESIGN (CAD)  penggunaan komputer untuk mengembangkan dan mendokumentasikan produk COMPUTER-AIDED MANUFACTURING (CAM)  penggunaan teknologi informasi untuk mengontrol mesin ENVIRONMENTALLY FRIENDLY DESIGN  mengembangkan produk yang aman, bisa didaur ulang meminimumkan pemborosan, mendeferensiasikan produk dengan pesaing, menambah biaya untuk memenuhi aturan keselamatan lingkungan

TIME BASED COMPETITION Kompetisi berdasar waktu dalam hal kecepatan pengembangan produk, dan melempar ke pasar Membeli teknologi dengan menguasai sebuah perusahaan Joint ventures (join kepemilikan untuk mendapatkan produk baru) Aliansi (membuat kesepakatan kerja sama saling menguntungkan)

Service Design Service typically includes direct interaction with the customer Increased opportunity for customization Reduced productivity Cost and quality are still determined at the design stage Delay customization Modularization Reduce customer interaction, often through automation

Service Design (a) Customer participation in design such as pre-arranged funeral services or cosmetic surgery Service typically includes direct interaction with the customer Increased opportunity for customization Reduced productivity Cost and quality are still determined at the design stage Delay customization Modularization Reduce customer interaction, often through automation (b) Customer participation in delivery such as stress test for cardiac exam or delivery of a baby (c) Customer participation in design and delivery such as counseling, college education, financial management of personal affairs, or interior decorating Figure 5.12

TERIMA KASIH Tugas Kelompok Buat Product Life Cycle untuk produk jasa Gunakan skenario pendekatan House of Quality untuk mendesain sebuah produk jasa TERIMA KASIH