PENDAHULUAN PENGEMBANGAN PRODUK

Presentasi berjudul: "PENDAHULUAN PENGEMBANGAN PRODUK"— Transcript presentasi:

1 PENDAHULUAN PENGEMBANGAN PRODUK
Buku : Ulrich-Eppinger hal : Glen L. Urban hal :

2 ALASAN PENGEMBANGAN PRODUK
FINANCIAL GOALS SALES AND MARKET SHARE GROWTH COMPETITIVE ACTIONS LIFE CYCLE TECHNOLOGY DEVELOPMENT GLOBALIZATION GOVERNMENT REGULATION MATERIAL COST AND AVAILABILITY

3 INVENTION DEMOGRAPHIC AND LIFESTYLE CHANGES CUSTOMER REQUESTS SUPPLIER INITIATIVE AND REACTIONS ALLIANCE

4 PERMASALAHAN PENGEMBANGAN PRODUK
TRADE OFF DINAMICS DETAILS TIME PRESSURE ECONOMICS

5 Karakteristik pengembangan produk yang sukses
Produkdapat dibuat Produk dapat dijual dengan menghasilkan laba Kualitas Produk Biaya Produk Waktu Pengembangan Produk Biaya Pengembangan Kapabilitas Pengembangan

6 Departemen yang berperan
Pemasaran : Proses identifikasi peluang produk Pendefinisian segmen pasar Identifikasi Kebutuhan Pelanggan Menetapkan target harga Merancang peluncuran dan promosi produk

7 Perancangan : - Mendefinisikan bentuk fisik produk Desain engineering : mekanik, elektrik, software Desain industri : estetika, ergonomi, user interface Manufaktur : Merancang dan mengoperasikan sistem produksi pada proses produksi produk

8 CONTOH PRODUK SUKSES DAN GAGAL

9 PRODUK BERHASIL YAMAHA RX-KING

10 ANALISIS Produk yang berhasil beredar dipasaran adalah sepeda motor Yamaha RX King. Seperti yang kita ketahui RX King adalah sepeda motor keluaran dari pabrik Yamaha. RX king pertama kali keluar di indonesia sekitar tahun 1984.

11 Beberapa faktor yang membuat sepeda motor Yamaha RX King laku dipasaran adalah adalah:
Harga yang bersaing Harga sepeda motor Yamaha RX King relatif lebih murah dibandingkan dengan harga sepeda motor jenis sport yang sekelas lainnya, seperti: Suzuki RG, dan yang lainnya. Design Rancangan model dan design sepeda motor Yamaha RX King walaupun tidak ada banyak perubahan dari tahun ke tahun, tetapi tidak pernah ketinggalan dalam hal model. Sepertinya design seperti itu dapat bertahan lama. Rancangannyapun cukup ergonomis, sehingga tetap stabil walaupun dikendarai dengan kecepatan tinggi. Spesifikasi lebih unggul dikelasnya

12 Teknologi Dengan menggunakan Mesin yang berkapasitas 135 cc membuat sepeda motor Yamaha RX King banyak disukai oleh banyak konsumen, terutama konsumen yang berjiwa muda. Konsumen yang berjiwa muda lebih mengutamakan kecepatan pada sepeda motornya, yang bisa kita temukan pada sepeda motor Yamaha RX King. Kenyamanan Selain itu konsumen juga membutuhkan kenyamanan dalam berkendara. Untuk itu sepeda motor Yamaha RX King dilengkapi dengan sistem pengereman yang cukup membuat pengendara merasa aman dan nyaman. Pada rem depan digunakan rem cakram (disc brake) Pemasaran Pemasaran yang dilakukan PT Yamaha Indonesia cukup baik. Hal ini terlihat dari banyaknya dealer-dealer speda motor Yamaha hampir diseluruh Indonesia.

13 PRODUK GAGAL YAMAHA TOUCH

14 Produk yang gagal dipasaran adalah sepeda motor Yamaha Touch
Produk yang gagal dipasaran adalah sepeda motor Yamaha Touch. Pertama kali keluar dipasaran sekitar pada tahun Entah mengapa produk ini bisa tidak laku dipasaran.

15 Beberapa faktor yang mungkin menyebabkan sepeda motor Yamaha Touch tidak laku dipasaran adalah:
Tidak tepat waktu Produk ini pada awalnya sudah indent. Konsumen yang ingin membeli harus menunggu untuk memilikinya. Sehingga konsumen lebih memilih produk jenis yang lain, atau membeli produk dengan merk yang lain. Sehingga sedikit sekali konsumen yang berminat. Harga yang agak mahal Saat pertama kali diluncurkan harganya berkisar Rp ,- (enam belas juta rupiah). Jika dibandingkan dengan produk-produk lain yang sekelas, produk ini termasuk mahal. Spesifikasi

16 Issues for Product Development
Robust design Time-based competition Modular design Computer-aided design Value analysis Environmentally friendly design This slide introduces some of the issues of product development.

17 Robust Design Product is designed so that small variations in production or assembly do not adversely affect the product After discussing the concept of robust design, you might identify a product and ask students to identify the use of robust design in its production. (One example is the use of the plastic seal on the inside of soda bottle caps)

18 Modular Design Products designed in easily segmented components.
Adds flexibility to both production and marketing Ask your students to suggest examples of products that are produced in modular fashion. Certainly microcomputers provide a good example; also cars, motorcycles, and hamburgers.

19 Computer Aided Design (CAD)
Designing products at a computer terminal or work station Design engineer develops rough sketch of product Uses computer to draw product Often used with CAM CAD can be viewed both as a sophisticated design tool, and as the first step in developing a completely integrated production process. CAD=>CAM=> ... CIM. © 1995 Corel Corp.

20 Benefits of CAD/CAM Shorter design time Database availability
New capabilities Example: Focus more on product ideas Improved product quality Reduced production costs You might point out here that modern CAD systems with 3D representation and virtual reality capability allow one to “consumer test” a product before it is produced. Students will probably be familiar with some of the televised automobile company ads.

21 Extensions of CAD Design for Manufacturing and Assembly (DFMA)
3-D Object Modeling CAD/CAM – CAD info is translated into machine control instructions (CAM) CAD can be viewed both as a sophisticated design tool, and as the first step in developing a completely integrated production process. CAD=>CAM=> ... CIM. © 1995 Corel Corp.

22 Virtual Reality Computer technology used to develop an interactive, 3-D model of a product. Especially helpful in design of layouts (factory, store, home, office)

23 Value Analysis Focuses on design improvement during production
Seeks improvements leading either to a better product or a product which can be more economically produced. You might suggest that your students view value analysis as value engineering during, rather than prior to, production. Value analysis helps continually improve both design and production methodology.

24 Environmentally Friendly Designs
Benefits Safe and environmentally sound products Minimum raw material and energy waste Product differentiation Environmental liability reduction Cost-effective compliance with environmental regulations Recognition as good corporate citizen Environmental issues are becoming more important in product design. Ask students for example of companies which stress environmentally sound design and production practices. Also ask them to suggest some examples of companies which have a very poor environmental record. Why does such a difference exist?

25 “Green” Manufacturing
Make products recyclable Use recycled materials Use less harmful ingredients Use lighter components Use less energy Use less material

26 Time-based Competition
Product life cycles are becoming shorter. Faster developers of new products gain on slower developers and obtain a competitive advantage Ask the students to consider the effect of time-based competition not only on the producer, but also on the customer. Assume that you order two computers, through a catalog, directly from the factory. If you place one order today, and a second two days from now (for the same model, etc.), you may well receive two machines sufficiently different that the installation procedure for one will not work on the second. The producer has to deal with the issue of producing a constantly evolving product, but you also have to manage the problem created by the increasingly short and perhaps in a sense, artificial, product lifetimes.

27