COLIN CO.

: NEW PRODUCT
DEVELOPMENT

PROJECT MANAGEMENT
GROUP 1

Anas A | Anurag Mishra | LNV Sai Bhaskar | Pravesh Shukla | Rohit Shedge | Tushar Madaan
QUESTIONS WE HAD TO DO

• What are the differences in two Partnership/ Co-operation Models: OEM and
ODM ? What are the Pros and Cons of each of these systems?

• What are the existing issues in COLIN's management of new product

development projects. What are the causes of these issues?

• How should Kelly Shawn go ahead with Bristol Project?

 OEM VS ODM: TWO PARTNERSHIP MODELS
OEM ODM

• Usually OEM refers to a company which takes • Works with clients on design of product
client’s product design and manufacture it
• Do most of technical design work from concept to reality
• In most cases OEM enjoys economy of scale
• Once the design is complete, they also manufacture the product
• Eg. Partnership of Apple and Foxconn where
• Once product is ready client can sell it under their brand name
Apple designs the product and Foxconn
manufactures it according to Apple’s design

Original Design Manufacturer model was used:

COLIN selected OEM on their quality level, speed of • When COLIN’s Internal Design team was occupied
delivery ,cost and service.
• Final product was focused on open price point.
• Internal development team did not provide cost advantage
OEM

Pros
• Better check on design and quality
• Production schedule can be controlled
• Larger volume of product in shorter time frame
• No need to set up manufacturing facility, thereby saving huge upfront cost

Cons
• Difficult to manage when internal team is occupied with multiple projects
• No cost advantage
• Difficult to maintain strict quality control
• Insecure
ODM
Pros
• Provides cost benefit
• Better control on time of delivery
• No need to invest in design capabilities
• Can focus on business development activities
• Time to market is reduced

Cons
• Quality of final product
• Company processes are not streamlined to work with ODM
• Over dependency on contractor
• IPR issues
• Competitors have similar products
 EXISTING ISSUES IN COLIN'S MANAGEMENT OF NEW PRODUCT
DEVELOPMENT PROJECTS. WHAT ARE THE CAUSES OF THESE
ISSUES?
Project Managers were not completing their task as PM
role on time
• COLIN 7 out of 12 projects in previous year were
delayed

Reasons:
• Over commitment to customer
• Technical Issues
• COLIN OEM lacked benchmarks and project
management plan for its internal process
• Project format depended on personal style
• Project timelines did not got acceptance from entire
and was inaccurate
• Younger Engineer’s designed product frequently
received customer complaints
 How should Kelly Shawn go ahead with Bristol Project

• A promising project with estimated sales of $20 Millions in first year

• Should not use the existing ALICE’s patent to reduce over dependency

• Given BUREY’s superior manufacturing, Colin can go ahead with own patent and OEM option with BUREY

• Partner with OEM for design phase to use Colin’s R&D capabilities and partner’s design capabilities

• Appointment of dedicated project manager to reduce lead time and avoid delay
 EXISTING PROCESS FOR NEW PRODUCT DEVELOPMENT

Design Product Component +

Tooling Final Product
Quotation and quality Assembly
Fabrication Shipment
Finalization Check Production
Thank YOU