Generic Product Development

Process
PBM / Unit – 2 / O.U.

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 The product development process

Process : Sequence of activities / steps that transform a set

of input to a set of output

A product development process is a sequence of activities

/ steps that an organization employs to conceive, design
and commercialize a product.

A generic product development process is adopting a

generic process

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 Adapting the Generic Process

1.Market pull (Market Pull is where the market is need of a

product, so designers make a product to meet that need. )
2.Technology-push products
3.Platform products
4.Process intensive products
5.Customized products
6.High-risk products
7.Quick-build products
8.Complex systems
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Market pull
A firm begins product development with a market
opportunity and then seeks out whatever technologies
are required to satisfy the market need.
Ex. Sporting goods, furniture, tools,…

Technology push
A firm begins with a new proprietary technology and
looks for an appropriate market in which to apply this
technology.
Example: Teflon (a tough synthetic resin, chiefly used to coat non-stick cooking
utensils and to make seals and bearings.)
Product development starts with an additional phase to
match a given technology with a market opportunity.
Gore-Tex rainwear,… Sanjay Kumar P. 4
Platform Products
A firm builds a product around a pre-existing
technological subsystem (a ‘technology platform’).
Examples: Sony Walkman, Polaroid cameras, Apple
Macintosh
The initial phase is platform development.
Consumer electronics, computers, printers,…

Process-Intensive Products
Production process places strict constraints on product
properties. Ex. Snack foods, breakfast cereals, chemicals,
semiconductors, paper,…

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Customized Products
Customized products are a slight variation of standard
configurations developed in response to a specific order by
the customer. Ex. Switches, motors, batteries, containers,
…

High-risk Products
High-risk products entail unusually large uncertainties
related to technology or market. It is therefore necessary
to test earlier. Ex. Pharmaceuticals, space systems,…

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Quick-build Products Detail design and testing phases are
repeated a number of times until the product is
completed. Ex. Software, cellular phones,…

Complex systems

System must be decomposed into several subsystems

and many components.
• These subsystems and components are developed by
many teams working in parallel.
• Involves larger-scale products such as automobiles and
airplanes.
• Detail design of the components is a highly parallel
process in which the development
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 Generic Product Development Process

It consists of Six phases

Phase 0. Planning (before the project accepted)

Phase 1. Concept development
Phase 2. System level design
Phase 3. Detail design
Phase 4. Testing and refining
Phase 5. Production ramp-up
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Generic product Development Process

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 PLANNING (PHASE ZER0)
Output of a planning phase is
Mission statement

which includes

What market segment should be considered ?

What new technologies/Platforms to be
What new technologies/Platforms to be
considered?
Manufacturing and service goals?
Financial targets for the project?
Budget and time frame?
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Thank you

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