CONCEPTS OF ENGINEERING

DESIGN
 UNIT 1 – DESIGN PROCESS
 Design process
 Morphology of design
 Design drawings
 Computer aided engineering
 Designing standards
 Concurrent engineering
 Product life cycle
 Technological forecasting
 Market identification
 Competition bench marking
 System and life cycle engineering
 Human factors in design
 Industrial design
 Design Process
• What is design ?
A drawing produced to show the look and function of an object
before it is made.

• What is Engineering design ?

It is the process of devising a system, or component to meet its
desired needs.
it is a decision making process in which it involves basic science,
mathematics and engineering sciences are applied to convert
resources optimally to meet a stated objective.
 What is a Design Process?

A design process is a systematic problem-

solving strategy, with criteria and
constraints, used to develop many
possible solutions to solve or satisfy
human needs or wants and to narrow
down the possible solutions to one final
choice.
 Design Process
1. Define a Problem
2. Brainstorm
3. Research and Generate Ideas
4. Identify Criteria and Specify
Constraints
5. Explore Possibilities
6. Select an Approach
7. Develop a Design Proposal
8. Make a Model or Prototype
9. Test and Evaluate the Design using
Specifications
10. Refine the Design
11. Create or Make Solution
12. Communicate Processes and Results
 1. Define a Problem

• Receive a problem to solve from the

client.
• Gather information.
• Be inspired through media exposure of a
current problem and take action.
 2. Brainstorm
• A group problem-solving process in which each
person in the group presents ideas in an open
forum.
• Generate and record ideas.
• Keep the mind alert through rapidly paced
sessions.
• Develop preliminary ideas.
 3. Research and Generate Ideas
• Conduct interviews with those affected by the
problem.
• Research solutions that may already exist;
identify shortcomings and reasons why they
aren’t appropriate to a given situation.
• Compile ideas and report findings to the team.
 4. Identify Criteria and Specify
Constraints
• Identify what the solution should do and the
degree to which the solution will be pursued.
• Identify constraints (i.e., budget and time are
typical considerations).
• Draft the Design Brief.
 5. Explore Possibilities
• Consider further development of
brainstorming ideas with constraints and
tradeoffs.
• Explore alternative ideas based on further
knowledge and technologies.
 6. Select an Approach
• Review brainstormed information and answer
any lingering questions.
• Narrow ideas down through a voting process, or
by use of a decision matrix.
• Decide on final idea, usually through group
consensus.
 7. Develop a Design Proposal
• Explore the idea in greater detail with annotated
sketches.
• Make critical decisions such as material types
and manufacturing methods.
• Generate through computer models detailed
sketches to further refine the idea.
• Produce working drawings so the idea can be
built.
 8. Make a Model or Prototype

• Make models to help communicate the idea, and

study aspects such as shape, form, fit, or
texture.
• Construct a prototype from the working
drawings, so the solution can be tested.
 Design using
Specifications
• Design experiments and test the prototype in
controlled and working environments.
• Gather performance data; analyze and check
results against established criteria.
• Conduct a formal critique to flesh out areas of
concerns, identify shortcomings, and establish
any need for redesign work.
 10. Refine the Design
• Make design changes; modify or rebuild the
prototype.
• Make refinements until accuracy and
repeatability of the prototype’s performance
results are consistent.
• Update documentation to reflect changes.
• Receive user’s critique to provide outside
perspective to help determine if established
criteria have been met.
 11. Create or Make Solution
• Determine custom/mass production.
• Consider packaging.
 12. Communicate Processes
and Results
• Communicate the designer’s final solution
through media such as PowerPoint, poster
session, technical report.
• Market the Product.
• Distribute.
Problem solving Methodology
 Morphology of Design
Phase I: feasibility study
Phase II: Embodiment Design
Phase III: Detail Design
Phase IV: Planning for Manufacture
Phase V: Planning for Distribution
Phase VI: Planning for Use
Phase VII: Planning for Retirement of the Product
 Phase I: Feasibility study

The producer has to undertake the detailed

feasibility investigation which comprising two
feasibility studies:
i) The Technical Feasibility Study
ii) The Economic Feasibility Study
 Technical Feasibility
Technical Feasibility Study covers the following
aspects:
 Location of the project
 Lay-out of the Plant
 Size of the Plant
 Factory construction
 Manufacturing process / Technology
 Process Design
 Product Design
 Scale of Operation
 Infrastructural facilities
 Economic Feasibility
 The prime objective of setting up a project is
to derive a fair return on the investment.
 Economic Feasibility Study, therefore,
concerns itself with matching of economic
resources with the physical requirements of a
project and determining the viability of
investment therein.
 Phase II: Conceptual
(preliminary) Design
• Identification of customer needs
• Problem definition
• Gathering information
• Conceptualization
• scope selection
• Refinement of the PDS
 Phase IIl: Embodiment Design
• Product architecture
• Configuration design of parts and components
• Parametric design of parts and components
 Conceptual Design

Define problem Gather Concept Evaluation of

information generation concept
Problem statement
Benchmarking Internet Brainstorming Decision matrices
QFD Patents Functional
PDS Trade literature decomposition
Project planning

Product Configuration Parametric Detail design

architecture design design
Detailed drawings
Arrangement of Prelim. selection of Robust design and specifications
physical elements material and mfg. Tolerances
to carry out Modeling and Final dimension
function sizing of parts DFM

Embodiment Design
 Phase IV: Planning for Manufacture
1. Designing specialized tools and fixtures
2. Specifying the production plant that will be used
3. Planning the work schedules and inventory control
4. Planning the quality assurance system
5. Establishing the standard time and labor costs for each
operation
6. Establishing the system of information flow necessary to
control the manufacturing operation
 Phase V: Planning for Distribution

• Designing the packaging of product

• Planning of warehousing of product
• Planning for promotional activity
• Designing the product for condition arising in
distribution.
 Phase VI: Planning for Use

• Design for reliability

• Design for safety
• Design for maintenance
• Design for ease in use
• Design for aesthetic feature
• Design for operational economy
• Design for adequate duration for service
 Phase VII: Planning for Retirement of the
Product
• Design to reduce the rate of obsolescence by
taking into account the anticipated effect of
technology development
• Design physical life to match anticipated
service life.
• Testing of serviced part in laboraty for design
perpose.
Engineering Drawing
or Design Drawing

Process
 Engineering Drawing
In Design Process
Visualization
Problem identification is the ability to mentally
Visualize picture things that do not
& exploration of ideas
exist

Draw , design and

Sketches record initial ideas
Communication
the design solution
should be communicated
Created from sketches to others without
Geometric model used or analysis ambiguity

Refine, optimize
Detail drawings & record the precise Documentation
& data for production permanent record of the
3D model process or solution
implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
 Engineering Drawing
In Design Process

Problem Definition
Visualize
Exploration of Ideas

Sketches Design

Geometric Analysis
model

Refinement and
Optimization
Detail drawings
& 3D model
Implementation
Basic Line Types &Application
Thickness Thick Thin 1. Dimension line
2. Extension line
Visible line 3. Leader line
Style
Continuous Hidden line
Dash
Chain Center line

1. Visible line represent features that can be seen in the current view.
2. Dimension line
Extension line indicate the sizes and location of features.
Leader line

3. Hidden line represent features that can not be seen in the current view.

4. Center line represents symmetry, path of motion, centers of circles,

axis of axisymmetrical parts
Basic Line Types An Example
 COMPUTER AIDED ENGINEERING
Computer-aided engineering (CAE) is the broad usage of computer
software to aid in engineering analysis tasks.
It includes:
• Finite Element Analysis (FEA),
• Computational Fluid Dynamics (CFD),
• Multi-body dynamics (MBD),
• Optimization
Software tools that have been developed to support these activities
are considered CAE tools.
CAE tools are being used, for example, to analyze the robustness
and performance of components and assemblies.
 COMPUTER AIDED ENGINEERING
In general, there are three phases in any computer-aided
engineering task:
• Pre-processing – defining the geometry model, the physical model
and the boundary conditions
• Computing (usually performed on high powered computers
(HPC))
• Post-processing of results (using scientific visualization tools &
techniques)

This cycle is iterated, often many times, either manually or with the
use of automation techniques or using optimization software.
 Benefits of CAE

• The benefits of CAE include reduced product development cost

and time, with improved product quality and durability.
• Design decisions can be made based on their impact on
performance.
• Designs can be evaluated and refined using computer simulations
rather than physical prototype testing, saving money and time.
• CAE can provide performance insights earlier in the development
process, when design changes are less expensive to make.
• CAE helps engineering teams manage risk and understand the
performance implications of their designs.
• Integrated CAE data and process management extends the ability
to effectively leverage performance insights and improve designs
to a broader community.
 Designing Standards
Design standards fall into three categories:
• Performance,
• Test methods, and
• Codes of practice.

There are published performance standards for many products such as seat
belts, lumber, and auto crash safety.
Test method standards set forth methods for measuring properties such as yield
strength, thermal conductivity, or electrical resistivity.
Most of these are developed for and published by the American Society for Testing and
Materials (ASTM). Another important set of testing standards for products are
developed by the Underwriters Laboratories (UL).
Codes of practice give detailed design methods for repetitive technical problems such
as the design of piping, heat exchangers, and pressure vessels.
Many of these are developed by the American Society of Mechanical Engineers (ASME
Boiler and Pressure Vessel Code), the American Nuclear Society, and the Society of
Automotive Engineers.
 Concurrent Engineering
Concurrent Engineering:
Is a strategy where all the tasks involved in product
development are done in parallel.

Collaboration between all individuals, groups and

departments within a company.
• Customer research
• Designers
• Marketing
• Accounting
• Engineering
Concurrent Engineering
Suppliers R&D Customers

Commercial
Design Process Competitors Idea
Idea
Generation
Generation
Marketing

Product or Service concept

Feasibility
Feasibility
Study
Study
Performance Specifications

Linear Process
Preliminary
Form Design
Design Form Design
Revising and testing
prototypes

Functional Production
Functional Production
Design Design
Design Design
Design Manufacturing
Specifications Specifications

Pilot run and final

Pilot run and final
tests
tests

Final Design and

process plans

Product Launch
Product Launch
Concurrent Engineering

Techniques:
• Perceptual mapping
• Benchmarking
• Reverse Engineering
Concurrent Engineering

Perceptual Mapping
Good Taste

· Coco Pops

Low · Cheerios High

Nutrition Nutrition
· Rice Krispies

· Shredded Wheat

Bad Taste

•Compares customers perception of available products

•Identifies gap in market
Concurrent Engineering

Benchmarking
• Get the best product available
• Base performance specifications for new product
on it

Reverse Engineering
• Dismantle and inspect competitors product(s)
• Select features to incorporate into new product
 Concurrent Engineering

Demand for the proposed product?

Cost of developing and producing the product?
Does company have manufacturing capability?
Skilled personnel?
 Concurrent Engineering

Form Design: Physical appearance of the product

Functional Design: Performance of the product
Production Design: How to manufacture product
Concurrent Engineering

• Prototype produced
• Adjustments made
• Final specification agreed
Concurrent Engineering

• Manufacturing process commences

• Product is marketed to buying public
Concurrent Engineering

Traditional Process = Linear

Vs
Concurrent Engineering = Team collaboration
Concurrent Engineering
Why Concurrent Engineering?
• Pace of market change has increased
• Companies must keep pace with changing markets
• Decisions made sooner rather than later
• Reduces/eliminates repetition of tasks
• Reduces waste and reworking of design
• Product quicker to market
• Maximises company profit
• Company operates more efficiently
Concurrent Engineering
To make decisions concurrently:
• Team knows the design goals/objectives
• Team is aware of the interrelationships between
all aspects of the design process
• Superior communication between all sections of
the company

Method:
Quality Function Deployment (QFD)
 Concurrent Engineering

Quality Function Deployment (QFD)

Collection of matrices that converts the needs of the
customer into technical specifications at all stages of the
design and manufacture process.

Product Planning (most popular)

• House of Quality
 Concurrent Engineering
House of Quality 1. Customer requirements
prioritised (scale or %)
2. Competitive product evaluation
3. Engineering characteristics
4. Interrelationships of 1 & 3
5. Relations between engineering
5 characteristics
6. Targets for new product

1 4 2

6
 Concurrent Engineering
Example: Water-pond Alarm
1. Identify customer requirement and prioritise them
(scale or %)
 Concurrent Engineering
2. Compare product to competitors

weighting
Competitive
Assessment

Attribute   1 2 3 4 5
Sensitive to water
level 25   B A X  
Durable 15   A B X  
Makes a loud noise 10   B X A  

Inexpensive 25   B A X
Small 10   B A X  
Looks Good 15   B X A  
 Concurrent Engineering
3.Identify engineering characteristics

Complexity of circuit

Material for casing

Energy Efficiency

Cost of Sensor
Weighting
Attribute          

Sensitive to water level 25 ++ +   ++

Durable 15     +  
Makes a loud noise 10 + -    
Inexpensive 25 --   + --
Small 10 - -    
Looks Good 15     +  
 Concurrent Engineering
4. Identify strength of interrelationships between customer
requirements and the engineering characteristics.
Legend:

Complexity of circuit
Positive correlation +

Material for casing

Energy Efficiency
Strong positive correlation ++

Cost of Sensor
None

Weighting
Negative correlation -
Strong Negative correlation - -
Attribute          

Sensitive to water level 25 ++ +   ++

Durable 15     +  
Makes a loud noise 10 + -    
Inexpensive 25 --   + --
Small 10 - -    
Looks Good 15     +  
 Concurrent Engineering
Interpreting the matrix
Sensitivity to water level is likely to be very dependent on complexity
of circuit

Complexity of circuit

Material for casing

Energy Efficiency
Increasing the noise level could reduce

Cost of Sensor
the energy efficiency

Weighting
Attribute          

Sensitive to water level 25 ++ +   ++

Durable 15     +  
Makes a loud noise 10 + -    
Inexpensive 25 --   + --
Small 10 - -    
Looks Good 15     +  
 Concurrent Engineering
A complex circuit and quality sensor could increase cost of product

Complexity of circuit

Material for casing

Energy Efficiency
The choice of material will affect the

Cost of Sensor
durability of the product

Weighting
Attribute          

Sensitive to water level 25 ++ +   ++

Durable 15     +  
Makes a loud noise 10 + -    
Inexpensive 25 --   + --
Small 10 - -    
Looks Good 15     +  
 Concurrent Engineering
5. Identify correlation between engineering
characteristics.
A good quality
sensor could
Increasing complexity improve energy
of circuit could require efficiency
a more costly sensor

Complex circuit (more

parts) could reduce
energy efficiency
 Concurrent Engineering
6. Identify targets for new product

120

Target 120 <30

Concurrent Engineering

© 2002 DRM Associates

 PRODUCT LIFE CYCLE
A product is introduced among consumers, and if consumers perceive
it as meeting their needs and want, it experiences a period of growth.
Subsequently, it reaches the stage of maturity and when it loses its
appeal, its decline starts and eventually is may be taken off the market
(demise). The classical product life cycle curves are depicted as “S”
shaped and generally divided in four stages: Introduction, growth,
maturity, and decline.
 Product life cycle

Identification of need Research Input

Conceptual design
System concept
Preliminary Design
Subsystem design
Detailed Design & Development
Component design
Production/Construction
Development phasing
Utilization & Support

Phase-out and Disposal

 Product Life Cycle

Sales and
Profits ($)

Sales

Profits

Time
Product Introduction Growth Maturity Decline
Develop-
ment

Losses/
Investments ($)
 Introduction Stage
The introductory stage is viewed as fairly risky and quite
expensive because large amounts of money is spent on
advertising and other tools of marketing communications to create
consumer awareness in sufficiently large numbers, and encourage
trial.

3D Televisions: 3D may have been around for a few decades, but

only after considerable investment from broadcasters and
technology companies are 3D TVs available for the home,
providing a good example of a product that is in the Introduction
Stage.
Introduction Stage of the PLC

Sales
Sales Low
Low sales
sales

Costs
Costs High
High cost
cost per
per customer
customer

Profits
Profits Negative
Negative
Create
Create product
product awareness
awareness
Marketing
Marketing Objectives
Objectives and
and trial
trial
Product
Product Offer
Offer aa basic
basic product
product

Price
Price Use
Use cost-plus
cost-plus

Distribution
Distribution Build
Build selective
selective distribution
distribution

Advertising Build
Build product
product awareness
awareness among
among early
early
Advertising adopters
adopters and
and dealers
dealers
 Growth Stage
The growth stage of life cycle is characterised by a sharp rise
in sales. Only a small percentage of new products introduced
survive to reach the growth stage.

Tablet PCs: There are a growing number of tablet PCs for

consumers to choose from, as this product passes through the
Growth stage of the cycle and more competitors start to come
into a market that really developed after the launch of Apple’s
iPad. Another example is NANO car.
Growth Stage of the PLC

Sales
Sales Rapidly
Rapidly rising
rising sales
sales

Costs
Costs Average
Average cost
cost per
per customer
customer

Profits
Profits Rising
Rising profits
profits

Marketing
Marketing Objectives
Objectives Maximize
Maximize market
market share
share
Offer
Offer product
product extensions,
extensions, service,
Product
Product warranty
service,
warranty
Price
Price Price
Price to
to penetrate
penetrate market
market

Distribution
Distribution Build
Build intensive
intensive distribution
distribution

Advertising Build
Build awareness
awareness and
and interest
interest in
in the
the
Advertising mass
mass market
market
 Maturity Stage

Most products after surviving competitive battles, winning

customer confidence and successful through growth phase enter
their maturity stage. The sales plateau, and this flattening of
sales usually lasts for some time because most products in the
category have reached their maturity stage, and there is stability
in terms of demand, technology, and competition.

Laptops: Laptop computers have been around for a number of

years, but more advanced components, as well as diverse
features that appeal to different segments of the market, will help
to sustain this product as it passes through the Maturity stage.
Maturity Stage of the PLC

Sales
Sales Peak
Peak sales
sales

Costs
Costs Low
Low cost
cost per
per customer
customer

Profits
Profits High
High profits
profits

Marketing Maximize
Maximize profit
profit while
while defending
defending
Marketing Objectives
Objectives market
market share
share
Product
Product Diversify
Diversify brand
brand and
and models
models

Price
Price Price
Price to
to match
match or
or best
best competitors
competitors

Distribution
Distribution Build
Build more
more intensive
intensive distribution
distribution

Advertising
Advertising Stress
Stress brand
brand differences
differences and
and benefits
benefits
 Decline Stage
Decline stage sets in when customer preferences change due to the
availability of technologically superior products and consumers’ shift in
values, beliefs, and tastes to products offering more value.
Decline Stage of the PLC

Sales
Sales Declining
Declining sales
sales

Costs
Costs Low
Low cost
cost per
per customer
customer

Profits
Profits Declining
Declining profits
profits

Marketing
Marketing Objectives
Objectives Reduce
Reduce expenditure
expenditure and
and milk
milk the
the brand
brand

Product
Product Phase
Phase out
out weak
weak items
items

Price
Price Cut
Cut price
price
Go
Go selective:
selective: phase
phase out
out unprofitable
unprofitable
Distribution
Distribution outlets
outlets
Advertising
Advertising Reduce
Reduce to
to level
level needed
needed toto retain
retain
hard-core
hard-core loyal
loyal customers
customers
Implications and Limitations of Product Life
Cycle Concept

Product life cycle concept shows a framework to spot the occurrence

of opportunities and threats in a product market and the industry. This
can help firms to reassess their objectives, strategies, and different
elements of marketing programme.
Product life cycle of

LUX
 Introduction- HUL

Hindustan Unilever Limited (HUL) is India's

largest FMCG company, touching the lives of
two out of three Indians with over 20 distinct
categories in home & personal care products
and food & beverages.
 INTRODUCTION-LUX
1960
LUX went
colored

1929
LUX launched in
India

1925
LUX launched in USA
as Toilet soap
1916
LUX launched in
USA as Laundry
soap
PRODUCT LIFE CYCLE
 Introduction (1929- 1950s)
Company Objectives Actions
Sales Low

Cost of manufacturing High

Profits Negative
Marketing Objective Create product awareness in
major cities
Product strategy Offer a basic product
Price strategy Higher than Lifebuoy
Distribution Created network in major
cities
Advertising strategy Awareness among early
adopters.
 Growth- (1950s- 1990s)
Company Objectives Actions
Sales Rising Sales

Cost of manufacturing Average cost reduction

Profits Positively increasing
Marketing Objective Maximise market share
Product strategy Offer variants
Price strategy To penetrate the market
Distribution Intensive network in the
entire country
Advertising strategy Awareness an interest in
mass market
Maturity-(1990s to till date )
Company Objectives Actions
Sales Peak sales

Cost of manufacturing Low

Profits High
Marketing Objective Maximize profit while defending
market share
Product strategy Diversify brand
Price strategy To match the nearest competitor
Distribution More intensive focusing on rural
area
Advertising strategy Multiple brand ambassadors for
different variants.
 TECHNOLOGY FORECASTING
• Today, technology forecasting is used widely by the private
sector and by governments for applications ranging from
predicting product development or a competitor’s technical
capabilities to the creation of scenarios for predicting the impact
of future technologies.
• “the prediction of the invention, timing, characteristics,
dimensions, performance, or rate of diffusion of a machine,
material, technique, or process serving some useful Purpose.
• Forecasting methods vary in the way they collect and analyze
data and draw conclusions.
The development of a technology forecast can be divided
into three separate actions:
• Framing the problem and defining the desired outcome of
the forecast,
• Gathering and analyzing the data using a variety of
methodologies, and
• Interpreting the results and assembling the forecast from
the available information.
 S-curved technology evolution

Future trends
Performance

current time
The key attributes in technology forecasting

• Performance growth
– Complexity, efficiency, capacity, size, accuracy, compactness
• Substitution possibility & speed, paradigm shift or
trajectory evolution
• Penetration share
• Diffusion rate
– Allergy, deviation, enforcement, self-reinforcement
• Breakthrough possibility & timing
– Value cluster
 Technology Forecasting Methods
• Surveillance
– Scan the environment and link to the source of innovation for quick
adjustment & adoption
• Expert opinions
– Use the Delphi method to converge the common focus/foci
• Trend analysis
– Trace the time-series data and identify the evolutionary pattern and the
driving forces
• Modelling
– Articulate a forecasting function composed several critical influencers
• Scenario analysis
– Preview possible events and evolution patterns
 MARKET IDENTIFICATION
• Marketing research involves collecting,
organising, analysing and communicating
information that can be used in order to make an
informed marketing decision.
• Performing market research will complement
your marketing mix strategy as it enables you to
make educated decisions regarding selecting
markets, your image or branding and products
or services.
 Online Research
• Online research: the use of computer
networks, including the Internet, to assist in
any phase of the marketing research process
including development of the problem,
research design, data gathering, analysis, and
report writing and distribution
 5 key steps in Marketing Research

1. Define the Problem

2. Collect the Data
3. Analyse and interpret the data
4. Reach a conclusion

5. Implement your research

 Define the Problem
• In this stage you need to identify the actual
problems that are relating to the apparent
symptoms.
• What information is needed in order to solve
the problem?
• For example, poor sales within a business are
not the problem, they are the symptom of a
larger issue such as a weak marketing strategy.
 Further business problems may include:

• Who are your target customers?

• What method could be implemented to reach
these customers?
• Who are your customers and what advantages
and disadvantages do they have over your
business?
• What size is the consumer market you are
trying to engage?
 Collect the Data
• There are two types of market research that can be
performed:
1. Primary research - involves collecting information from
sources directly by conducting interviews and surveys,
and by talking to customers and established businesses.
2. Secondary research - involves collecting information
from sources where the primary research has already
been conducted. Such information includes industry
statistics, market research reports, news paper articles,
etc.
Collection methods and techniques
• Qualitative research is where you seek an
understanding of why things are a certain way.
For example, a researcher may stop a shopper
and ask them why they bought a particular
product or brand.
• Quantitative research refers to measuring
market phenomena in a numerical sense, such
as when a bank asks consumers to rate their
service on a scale of one to ten.
 Analyse and interpret the data
• You must attach meaning to the data you have
collected during your market research to make
sense of it and to develop alternative solutions
that could potentially solve your business
problem.
• You should determine how the knowledge you
have gained through researching your market
can be applied and used to develop effective
business strategies.
 Reach a conclusion
• With the alternatives you have developed to
solve your problem in mind, perform a cost-
benefit analysis of each alternative keeping in
mind the potentially limited resources
available to your business.
• You may also need to perform further
investigation into each alternative solution to
arrive at the best decision for your business in
regards to meeting consumer demands.
 Implement your research

• Put your final solution into practice.

• Without completing this step your research

could potentially have been a waste of your
time and resources.
 Marketing Research Agencies in India
• IMRB International (“Indian Market Research
Bureau”)
• IMRB has been responsible for establishing the
first and television audience measurement
system and the first radio panel in the country
• IMRB International's specialised areas are
consumer markets, industrial marketing,
business to business marketing, social
marketing and rural marketing
 What is Benchmarking?
Benchmarking is the process of improving
performance by continuously identifying,
understanding, and adapting outstanding
practices found inside and outside the
organization.
Mining Industry
Company P Company R

Company S
Company A
Company C

Company B
Co. D

Client

Company T

Cement Industry Company U

 Benchmarking Features
Benchmarking has three main features:
Continuous method of measuring and
comparing a firm’s business processes against
those of another firm.

Discover performance gaps between one’s own

processes and those of leading firms.

Incorporate leading firm’s processes into one’s

own strategy to fill the gaps and improve
performance.
 Benchmark
• A benchmark is an organization recognized for its
exemplary operational performance.
• There are many benchmarks in the world including:

Toyota for Processes

Intel for Design
Motorola for Training
Scandinavian Airlines for Service
Honda for Rapid product development
 What to Benchmark?
Identifying Resources and Capabilities That Can Add Value

Value Chain
Value Chain

AA
CC Firm Infrastructure
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OO TT Technology Development
RR II
TT EE Procurement
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Primary Activities
Three Major Advantages of Benchmarking

Product and Process Improvement:

By implementing benchmarking activity, organizations can
improve their operation process

Time & Cost Reduction:

Bench marking is time and cost efficient because it involves
imitation and adaptation rather than pure invention.

Competitive Strategy
By implementing benchmarking activity, organizations can
improve their operation process.
 Disadvantages
• What is best for someone else may not suit
you
• Poorly defined benchmarks may lead to
wasted effort and meaningless results.
• Incorrect comparisons
• Reluctance to share information

109
 Systems Engineering (SE)

• SE is an interdisciplinary approach and means

to enable realization of successful systems
• It is very quantitative including tradeoff, optimization,
selection and integration of products from various
engineering disciplines
• It is more of an engineering discipline.
 Why “SE” is needed

Complexity

Technical Project
 • High Complexity
• Multidisciplinary
• Cost & Time

“SE” is needed due to Technical complexity

 Systems Engineering (SE)

• Emphasis on
• Top-down approach
• Interdisciplinary approach
• Effort on more complete definition of system
requirements
• Life cycle engineering approach
 Emphasis in SE
– Top-down approach
• Look at system from top
• Decide inputs/outputs taking into account the supersystem
• Decide subsystems
… down to lower levels
– Interdisciplinary approach
• Analytical approach is inadequate
• Capture the interactions between disciplines
• Exploit the synergism of these interactions
 Emphasis in SE
– More complete definition of needs
• Complete definition of needs facilitates verification of
system performance
• Minimize surprises at later stages

– Life cycle engineering approach

• Initial approach was Design cycle
• Later with Design for Manufacture (DFM) approach
Manufacturing cycle also included
• Present thinking is to consider three life cycles i.e.
Design, Manufacturing and Supportability
concurrently
– Leading to Concurrent Engineering (CE)
 Life-cycle engineering approach

Development phase Utilization phase

NEED

Conceptual & Detail Design Production Product use

Design Preliminary & and/or Phase out and
Design Development Construction Disposal

Manufacturing Manufacturing
Manufacture Configuration Operations
Design

Product support Product support

Deployment configuration design and maintenance
and development
SE process overview
 HUMAN FACTORS IN DESIGN
• Human factors is the study of the interaction
between people, the products and systems they
use, and the environments in which they work
and live. This field also is described by the terms
human factors engineering and ergonomics
 INDUSTRIAL DESIGN
• This form of design deals with improving the
appeal of a product to the human senses,
especially its visual appeal.
• While this type of design is more artistic than
engineering, it is a vital aspect of many kinds of
design.
• It is Also encompassed by industrial design is a
consideration of how the human user can best
interface with the product.