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CHAPTER 2: Ts. Mohd Fairuz Bin Marian

PRODUCT PLANNING & MANUFACTURING STRATEGIES
OBJECTIVE
1. Explain the important elements in product design and planning

2. Elaborate different product manufacturing strategies

3. Explain the roles of computers in modern manufacturing.

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WHAT IS 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.

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 WHO DESIGN & DEVELOP PRODUCT?
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]:
1. Marketing: The marketing function mediates the interaction between the firm and its
customers. Marketing function identify product opportunities, market segments and identify
customer needs.

2. 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.)

3. 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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•It was originally Toyoda
-1937 by Kiichiro Toyoda
•Fastest Selling Car
-Manufacturing and selling Corolla every 27 seconds (2013)
-40mil
•Best Resale Value
•Old Toyotas are Still on the Road
-80% of Toyota sold 20years ago still being used
•The Leading Green Brand
•Best Selling Nameplate
-Toyota Corolla nameplates that have been sold is 30 million
•Highest Number of Patents
-1000 global Patents
•Best New Technology
•The World Wide Business
-over 170 countries
•A Huge R And D Budget
-USD9b/year © FAIRUZM@UTHM.EDU.MY | 2018 5
WHAT DO CUSTOMERS WANT?

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PRODUCT LIFECYCLE

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

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

and enhancement.

2. 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.

3. 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.

4. 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 DEVELOPMENT PROCESS
Product development stages [1]:

1. Understanding Design
Needs/Requirements
2. Functional and Product Specifications
3. Design Review and Prototype Testing
4. Product-to-Market

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 ONE-OF-A-KIND PRODUCTION
Production strategy where products are produced in
small batches and driven by customer orders [6]
Some Concepts [6]:
• Make to Stock: only distribution is customer-order
driven
• Assembly to Order: assembly and distribution are
customer-order driven
• Make to Order: purchasing, component manufacturing,
assembly and distribution are customer-order driven
• Engineer to Order: product design is customer-order
driven

•Examples: Luxury vessels, space equipment, etc.

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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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MASS CUSTOMIZATION PRODUCTION
 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 segmented modules. This
ensures easier 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 FAMILY DESIGN
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 alert niche 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 FAMILY DESIGN

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PRODUCT FAMILY DESIGN

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 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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COMPUTER AIDED DESIGN

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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COMPUTER AIDED MANUFACTURING

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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CAD/CAM SYSTEMS
The benefit of CAD/CAM System:
o Product quality: CAD permits the designer to investigate more alternatives, potential problems,
and dangers.
oShorter design time: a shorter design phase lowers cost and allows a more rapid response to
the market
oProduction cost reductions: Reduced inventory, more efficient use of personnel through
improved scheduling, and faster implementation of design changes lower costs.
oDatabase availability: Provides information for other manufacturing software and accurate
product data so everyone is operating from the same information, resulting in dramatic cost
reduction
oNew 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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COMPUTER AIDED MANUFACTURING

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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ADDITIVE MANUFACTURING

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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AUGMENTED REALITY
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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SERVICE DESIGN
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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