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Design of Goods
and Servi
 Outline
 Global Company Profile: Regal Marine
 Goods and Services Selection
 Product Strategy Options Support Competitive
Advantage
 Product Life Cycles
 Life Cycle and Strategy
 Product-by-Value Analysis
 Outline - Continued
 Generating New Products
 New Product Opportunities
 Importance of New Products
 Product Development
 Product Development System
 Quality Function Deployment (QFD)
 Organizing for Product Development
 Manufacturability and Value Engineering
 Outline - Continued
 Issues for Product Design
 Robust Design
 Modular Design
 Computer-Aided Design (CAD)
 Computer-Aided Manufacturing (CAM)
 Virtual Reality Technology
 Value Analysis
 Outline - Continued
 Ethics, Environmentally Friendly Design, and
Sustainability
 Systems and Life Cycle Perspectives
 Laws and Industry Standards
 Time-Based Competition
 Purchasing Technology by Acquiring a Firm
 Joint Ventures
 Alliances
 Outline - Continued
 Defining a Product
 Make-or-Buy Decisions
 Group Technology
 Documents For Production
 Product Life-Cycle Management (PLM)
 Service Design
 Documents for Services
 Outline - Continued
 Application of Decision Trees to Product
Design
 Transition to Production
 Learning Objectives
When you complete this chapter you should be
able to :
1. Define product life cycle
2. Describe a product development system
3. Build a house of quality
4. Describe how time-based competition is
implemented
 Learning Objectives
When you complete this chapter you should be
able to :
5. Describe how products and services are
defined by operations management
6. Describe the documents needed for production
7. Describe customer participation in the design
and production of services
8. Apply decision trees to product issues
 Regal Marine
 Global market
 3-dimensional CAD system
 Reduced product development time
 Reduced problems with tooling
 Reduced problems in production
 Assembly line production
 JIT
 Keputusan Produk
• Tujuan dari keputusan produk adalah untuk
mengembangkan dan menerapkan strategi
produk yang memenuhi tuntutan pasar
dengan keunggulan kompetitif
 Product Decision
 Barang atau jasa yang disediakan organisasi bagi
masyarakat
 Organisasi top /papan atas biasanya fokus pada
produk inti
 Pelanggan membeli kepuasan, bukan hanya
barang fisik atau layanan tertentu
 Sesuatu yang mendasar bahwa strategi
organisasi itu berimplikasi di seluruh fungsi
operasi
 Pilihan Strategi Produk
 Diferensiasi
 Misal :Shouldice Hospital
 Biaya rendah
 Misal :Taco Bell
 Respon cepat
 Toyota
 Siklus hidup produk (Product Life Cycles)

 Kemungkinan waktunya bisa beberapa jam

sampai waktu yang panjang
 Fungsi operasi harus dapat memperkenalkan
produk baru dengan sukses
 Product Life Cycles
Cost of development and production
Sales, cost, and cash flow

Cash
flow

Loss

Introduction Growth Maturity Decline

 Product Life Cycle
Fase Perkenalan
 Penyesuaian yang baik mungkin
membutuhkan biaya yang tidak biasa untuk :
1. penelitian
2. Pengembangan produk
3. Proses modifikasi dan pengembangan
4. Pengembangan pemasok
 Product Life Cycle
Fase Pertumbuhan (Growth Phase)
 Desain produk mulai stabil
 Efektifiktas peramalaman kapasitas menjadi
sangat penting.
 Penambahan dan peningkatan kapasitas
sangat penting.
 Product Life Cycle
Fase Dewasa : Maturity Phase
 Sudah memiliki pesaing
 Dibutuhkan volume tinggi dan inovasi
produksi
 Kontrol biaya ditingkatkan, pengurangan
opsi, mengurangi lini produk
 Product Life Cycle
Fase penurunan (Decline Phase)
Kecuali jika produk memberikan kontribusi
khusus kepada organisasi, maka harus
merencanakan untuk menghentikan penawaran
atau produk.
 Product Life Cycle Costs
100 –

80 –
Percent of total cost

60 –

40 –

20 –

0–

Concept Detailed Manufacturing Distribution,

design design service,
prototype and disposal