Mech 6941 Draft

MECH 6941 : Concurrent Engineering in Aerospace
Instructor : Dr. Gabriel Taraboulsi

Final report : Product Development Report (Travel Fishing Rod)
Semester : Summer – 2018
Prepared By:
Ronak Patel 40041323
Vinay Maisuriya 40041412
Afshin Effati 40027859
Jaskirat Singh 40036752
Negin Bandar 40041412
Date: 14th June 2018
Innovative Fishing 3350 Cote-Sainte-Catherine,

Company Montreal, Quebec, Canada - H3T 1C6 Page 1 of 41
Abstract
Our team, Turbomachinery Dynamics, have been given an opportunity to design and develop a
gas turbine engine, in terms of the core rotating components, for Pratt & Witney Canada, who is
currently seeking risk sharing partners for the design, development and eventual production of
a new family of Gas Turbine Engines.
This new family of engines will consist of a 3 shaft Turboshaft arrangement used mainly at sea
level altitude where the ambient temperature is typically 74 o F. Its configuration is also given by
Pratt & Witney Canada, which is defined by a single stage low-pressure compressor driven by a
single stage low pressure axial turbine, followed by a centrifugal high-pressure compressor driven
by a single stage high pressure axial turbine and the rotor will be driven through a reduction
gearbox, driven by a single stage power turbine.

Table of Contents
1. Introduction.......................................................................................................................... 7
1.1 Overview........................................................................................................................ 7
1.2 Market Trends and Opportunities .................................................................................. 7
2. Mission Statement ............................................................................................................... 8
2.1 Product Description ....................................................................................................... 8
2.2 Key Business Goals ....................................................................................................... 8
2.3 Target Market ................................................................................................................ 9
3. Vision Statement ................................................................................................................ 10
4. Organizational Structure and role of members: ................................................................. 10
4.1 Project Manager: .......................................................................................................... 10
4.2 Marketing Manager: .................................................................................................... 10
4.3 Product Design Manager: ............................................................................................ 11
4.4 Product Development Manager: .................................................................................. 11
4.5 Quality Manager: ......................................................................................................... 11
5. Market Research ................................................................................................................ 12
5.1 Market analysis ............................................................................................................ 12
5.2 Market Segmentation and Size .................................................................................... 14
6. Product Specification ......................................................................................................... 16

6.1 Customer Needs and Importance ................................................................................. 17
6.2 Target Specification ..................................................................................................... 17
6.2.1 Prepare the List of Metrics ................................................................................... 18
6.2.2 Metrics and Units .................................................................................................. 19
6.2.3 Competitive Benchmarking Information .............................................................. 20
6.2.4 Target Product Specification ................................................................................ 21
7. Concept Generation ........................................................................................................... 22
7.1 Clarify the Problem...................................................................................................... 22
7.2 External Search ............................................................................................................ 23
7.3 Concept Generated....................................................................................................... 25
7.3.1 Conventional fishing rod with “CATAPULT” design to guide Lures or Baits. ... 25
7.3.2 Conventional fishing rod with “Piston” design to guide Lures or Baits............... 25
7.3.3 “Helical Spring” design fishing rod with “Piston” mechanism ............................ 25
7.4 Concept Selection ........................................................................................................ 26
7.5 Concept Testing ........................................................................................................... 26
7.6 Final Product Specification.......................................................................................... 27
8. Final Design ....................................................................................................................... 27
8.1 Fishing Rod Assembly ................................................................................................. 29
8.2 Spinning Reel............................................................................................................... 30

8.3 Lure/Bait Releasing Assembly .................................................................................... 30
9. Design for Assembly ......................................................................................................... 31
10. Design for Manufacturing................................................................................................ 32
11. Make or Buy Analysis ..................................................................................................... 32
12. Assembly Sequence Guide for Users (Exhibit – 17) ....................................................... 33
13. Cost Analysis ................................................................................................................... 33
13.1 Forecasting of Demand per year ................................................................................ 33
13.2 Estimation of Product Cost ........................................................................................ 36
13.3 Price Analysis ............................................................................................................ 37
13.4 Cost to Customer and Manufacturer’s Profit Margin ................................................ 38
13.5 Break Even Analysis.................................................................................................. 39
13.6 Payback Period .......................................................................................................... 39
14. Quality Control ................................................................................................................ 39
15. Development Plan ............................................................................................................ 40
16. Marketing Feedback Analysis ......................................................................................... 41
17. Lessons Learned .............................................................................................................. 41
18. Future Growth Opportunities ........................................................................................... 41

List of Exhibits
Exhibit 1: Fishing Market Analysis ......................................................................................... 12
Exhibit 2: Fishing Trend in Beginners ..................................................................................... 15
Exhibit 3: Customer Need vs. Need Statement ..................................................................... 16
Exhibit 4: Customer's need with Priority ............................................................................... 17
Exhibit 5: Established Metrics and Units ............................................................................... 19
Exhibit 6: Linked Metrics with Needs .................................................................................... 20
Exhibit 7: Benchmarking on Metrics ...................................................................................... 21
Exhibit 8: Derived Product Specification ............................................................................... 21
Exhibit 9: Function Diagram................................................................................................... 23
Exhibit 10: Spring Loaded Fishing Rod ................................................................................... 24
Exhibit 11: Concept Scoring Matrix ....................................................................................... 26
Exhibit 12: Final Product Specification .................................................................................. 27
Exhibit 13: Final Product Design prepared in Autodesk Inventor - 2018 .............................. 27
Exhibit 14: Fishing Rod Assembly .......................................................................................... 29
Exhibit 15: Spinning Reel Assembly ....................................................................................... 30
Exhibit 16: Lure/Bait Releasing Assembly.............................................................................. 31
Exhibit 17: Assembly Sequence Guide for User..................................................................... 33
Exhibit 18: Product Cost Estimation ...................................................................................... 36
Exhibit 19: Competitor's Price Analysis ................................................................................. 37

1. Introduction
1.1 Overview
The term of fishing refers to leisure, sporting and commercial activity is growing substantially
popular worldwide due to the identification of fishing as a popular sport by many associations.
Furthermore, increased backing of reputed organizations like American Sportfishing Association
and others are making fishing activity more and more popular. In a bid to increase participation of
common people in recreational activities like fishing many different associations are now
emphasizing on various awareness programs and promotional activities. Some developed
economies in the West such as the United Stated, United Kingdom are in the process of
expanding their platforms of fishing thereby making an upgradation in the access of various water
bodies for the purpose of fishing thereby making it an activity of social sport. As such, of late
fishing has been gaining grounds and popularity besides canals and reservoirs and it has become
important to come up with efficient and effective platforms on these various water bodies. The
market for Fishing equipment can be comprise baits, flies, tools and pliers, lures, hooks, sinkers,
tippers and swivels, reels, sinkers, rigs and poles.
1.2 Market Trends and Opportunities
2016 National Survey of Fishing, Hunting, and Wildlife – Associated Recreation shows yearly
increment of a 5 percent in the total number of people 16 year and older participating in sport
fishing activity. In 2016, 35.8 million people went for fishing as a sport activity and spent almost
7.4 billion on fishing equipment. This survey is done in United States by its Fish and Wildlife

Services. Internationally, the market for Fishing is quite a broad one and the same is prophesized
to continue with its sound rate of growth in the years to come.
Every year, only in United States, approximately 2 million people starts learning sport fishing.
From the data available from this survey, we can say that sport fishing is a pretty big market for
fishing equipment business.
According to Fishing forums, many of the new comers are facing a lot of difficulties with the
conventional fishing rod as they don’t have any experience with fishing as well as conventional
fishing rods are pretty big in length which is difficult to handle and use for beginners.
2. Mission Statement
Based on the difficulties faced by beginners, we have decided to develop new kind of fishing rod
which resolve their problems.
2.1 Product Description
Develop a fishing rod which is easy to handle and use as well as beginners can guide the direction
of fishing lures or baits. It can be used in both salt as well as fresh water fishing activity.
2.2 Key Business Goals
1. Revolutionary fishing rod for the new comers.
2. Creating a benchmark in fishing rod market.

3. Gaining capital from investors to set up manufacturing in low-cost countries eventually,
taking benefit of special economic zones, tax benefits and cheap labor conductively.
4. Offering competitive equity to investors, and providing promising rates of return, while
ensuring sustained growth.
5. Ensuring at least 60% return on investment by 2019, and investing sizeable amounts in
research and developments.
6. Venturing into other countries by 2021, such as United States and Europe.
7. Eventually launching an accessory to customize according to customer requirements.
Such as different types of fishing reels, rods and many others.
2.3 Target Market
1. New comers in sport fishing activity.
2. Less professional and more occasional fishermen with less expertise.
3. People who tend to explore and like to have a compact rod with them.
4. People who like to fish in unusual and less common places.

3. Vision Statement
We aim to cater to each beginner’s needs to make fishing easy and less expertise required. And
Our mission is to provide both the avid angler and those looking to expand their fishing horizons
with a fun filled, action packed, safe experience.
4. Organizational Structure and role of members:
Each team member is assigned specific tasks based on their skills, ability and knowledge required
to develop the project. The concurrent team consists of five industrial and mechanical engineers,
cross functioning to handle customer needs, marketing, design, manufacturing, and sales. Below
are the responsibilities and role of each member of the team.
4.1 Project Manager:
 Creating and improving the project plan and schedule.
 Assigning work to team members and motivating them.
 Following up the project progress.
 Identifying the cause of deviations from the plan and corrective action to it.
4.2 Marketing Manager:
 Performing a market research and gathering customer requirements.
 Developing database of costumer concept values and marketing trends.

 Supporting marketing and sales team with product positioning, branding and pricing.
 Gaining knowledge on competitors’ products and marketing campaigns.
4.3 Product Design Manager:
 Assisting product design teams to meet delivery times.
 Suggesting new technologies and tools to optimize product design processes.
 Socializing with customers to clearly understand the product requirements and vision.
 Executing process improvements, ensuring product quality and productivity.
 Developing positive and safe working environment for product design teams.
4.4 Product Development Manager:
 Manage all projects and assuring timely completion of projects.
 Strong knowledge on regulations and identifying exact solutions for regulation issues.
 Assigning suitable resources for projects and prioritizing projects.
 Briefing teams in terms of marketing and engineering.
4.5 Quality Manager:
 Creating and formulating quality procedures, standards and specifications.
 Finding new ways to reduce waste and increasing efficiency.
 Ensuring effectively functioning of the company to keep up with the competitors.
 Assisting the purchase staff to establish the quality requirements for external suppliers.

5. Market Research
5.1 Market analysis
Recreational fishing or more commonly known as sports fishing is increasingly becoming more
and more popular all around the world. The market spreads across Americas, Europe, Asia Pacific
and the rest of the world. In 2016 in the US, more than 35 million people have enjoyed a variety
of this sport. They have spent 458 million days fishing and over $46.1 billion in fishing related
expenses. Equipment expenditures totaled $21.1 billion, 46 percent of all fishing expenditures.
See Exhibit – 1.
Exhibit 1: Fishing Market Analysis
Total Equipment Expenditures = $21.1 billion
35% Fishing Equipment = $7.4 billion
50%
Auxiliary Equipment = $3.2 billion
Special Equipment = $10.5 billion
15%
Auxiliary equipment includes camping equipment, binuclear and clothing. Special equipment
includes boats, vans and cabins. Fishing equipment is the important part for us and is 35 percent

of total equipment expenditures and include rods, reels and lures and translates into a $7.4 billion
market.
Technavio’s Global Sports Fishing Equipment Market Report has considered the generated
revenue from the sales of different sports fishing equipment to individuals and sport clubs to
calculate a growth rate of 3.06% of the market between 2016 and 2020. According to the
analysts, the following factors are contributing to the market growth of sports fishing equipment.
1. Fishing campaigns:
More than 250,000 anglers visit Costa Rica annually which is almost 20% of the tourists.
To increase sport fishing tourists, the country has created a campaign in 2015 called Save
the Americans. In the US, there are campaigns like Take Me Fishing that greatly
encourages sports fishing activities in the country.
2. Growing number of participants in sports fishing:
Number of anglers in US only increased from 33.1 million in 2011 to 35.8 million in 2016.
3. Development of fishing platforms:
Various countries like the US and the UK are creating more and more platforms to
improve access to water bodies to fish in. The developments include improved canals and
reservoirs to make the sports even more accessible.
Considering the ever-growing number of new anglers, there is a market opportunity for
introducing a new technology in occasional fishing rod that attracts the rookie and amateur
anglers.

5.2 Market Segmentation and Size
The population of anglers under study in the US has been growing steadily over the past years
and is expected to grow even more in the coming years. For the purpose of this project, we have
divided the population into three segments:
1. Beginner anglers: This segment includes the people who started the sport just recently,
From first-time participants to anglers with less than 5 years of experience.
2. Occasional anglers: This segment includes anglers with 5 to 10 years of experience.
3. Professional anglers: This segment includes anglers with more than 10 years of
experience.
We can derive the size of each segment from the anticipated growth rate and the angler’s
population in the past years shown in the following table. Numbers are in thousands.
Year 2006 2011 2016 2022

Anglers 29952 33112 35754 37080*
*The population of angers in 2022 is calculated based on the expected growth rate of 3.71%
The size of each market segment is derived from the information in the above table. We consider
the new anglers starting the sport in the 2016-2022 period as Beginner anglers. Therefore, the
Beginner market segment size is 1,326,000. Similarly, the Occasional market segment size is
2,642,000.
Since we are aiming firstly beginner and rookie anglers, and secondly less professional more
occasional anglers, the combined target market segment size is 3,968,000 during the next 5 years
forecast.

Exhibit 2: Fishing Trend in Beginners
Fishing Trend in Beginner
50%
40%
30%
20%
10%
0%
11 Years or Less 12 Years 1 - 3 Years of Collage 4 or more years of
Collage
Avid Average
As Seen in Exhibit – 2 the Avid Angler’s are of highest number in their teenage age and will
gradually come down to less than 20% after graduating from a college while it decreases down
after they graduate from high school. The market to be captured by our product lies with
beginners.
There was an increase of 2.66% every year in the number of people preparing to learn fishing.
The number that were projected on our survey reports came as 1.904 million people that will
spend around $900 million on the fishing equipment combined with auxiliary fishing equipment
and special equipment for the sport. In conclusion, it is a pretty good market to carry out our
business.

6. Product Specification
Customer needs are generally expressed in the “languages of the customers” which we need to
convert into need statements. The same for the Travel Fishing Rod are listed in Exhibit – 3.
Exhibit 3: Customer Need vs. Need Statement
Customer Needs Need Statement

I don’t have much space in my bag to carry a long rod The fishing rod is compact
I fish in both salt water and fresh water The fishing rod is operational in both
fresh and salt water
There’s no way I can throw the hook when I am under The hook can be thrown from
a tree or next to bushes anywhere no matter the surrounding
I usually fish from my boat, but sometime from the river The rod’s length is adjustable
bank where there’s a good distance between where I
am standing and where the fish are
It’s hard for me to throw the hook exactly towards the The user can easily guide the
intended direction direction of the hook throw
Albeit impossible, I wish I had a compact rod that could User is able to extend the rod
be magically extended
I fear the hook lands on someone’s face every time I The hook can be thrown safely
throw
I see to have my rod with me all along the trip The rod is compact and light
My rod snapped by the weight of the fish The rod is durable

6.1 Customer Needs and Importance
These need statements are helpful in getting a clear sense of subject of interest to the customers,
they don’t directly help in design and engineering of the product. As seen from table above,
customer needs leave too much margin for subjective interpretation. Therefore, the need arises
to translate them into precise targets for the remaining development efforts (see Exhibit – 4).
Product specifications represent an unambiguous agreement on what the team shall attempt to
achieve in order to satisfy customer needs. It helps resolve any tradeoffs that might exist in design
selection.
Exhibit 4: Customer's need with Priority
# Need Priority
1 Fishing Rod The fishing rod is compact #2
2 Fishing Rod The fishing rod is operational in both fresh and salt water #4
The hook can be thrown from anywhere no matter the
4 Fishing Rod #1
surrounding
5 Fishing Rod The rod’s length is adjustable #5
6 Fishing Rod The user can easily guide the direction of the hook throw #1
7 Fishing Rod User is able to extend the rod #5
8 Fishing Rod The hook can be thrown safely #1
9 Fishing Rod The rod is compact and light #2
10 Fishing Rod The rod is durable #3
6.2 Target Specification
After identifying customer needs, we must establish target specifications. These are the goals for
development teams. They are subject to certain constraints and sometimes needs can conflict
with each other. For instance, a customer might want the product to be robust, which also weighs

less and is cheaper at the same time. Target specifications give ideal and marginal values that can
satisfy almost all customer needs. They are the preliminary specifications describing the product
that development team believes would succeed in marketplace. In order to establish target
specifications, the following procedure was followed,
1. Preparing a list of metrics.
2. Collect competitive benchmarking information.
3. Setting ideal and marginally acceptable target values.
4. Reflecting on the results and the process.
6.2.1 Prepare the List of Metrics
The following guidelines were followed by the team to set metrics:
 Metrics should be complete.
 Metrics should co-relate perfectly with satisfaction of need. It may be possible that
several metrics reflect on one customer need.
 Each metric should be dependent, and not independent
 Metrics specify overall performance of product. As it is dependent variable designers have
freedom to achieve specification.
 Metrics will not be directly observable and practical.

6.2.2 Metrics and Units
We start with the above customer needs in order to establish metrics and units. Each need should
have at least one metric, and metrics should include popular criteria for market comparison. We
have checked how fishing rods are compared in the market and how their performance is
measured. Combining popular market criteria and our customer needs we have come up with
the metrics in the following table. See Exhibit – 5.
Exhibit 5: Established Metrics and Units
# Needs Metric Priority Unit

1 1,2 Length 2 in
2 1,2 Handle diameter 2 mm
3 1,2,3 Rod weight 2 g
4 3,4 Stiffness 3 N/m
5 4 Fish weight capacity 4 lb
6 4 Flexibility 4 Fast/Moderate/Slow
7 4 Corrosion 4 mm/year
8 5,6 Bait throwing deviation from target 1 in
9 5,6,7 Launching Spring force 1 lbf
10 6,7 Available surrounding space 1 ft
11 8,9 Maximum range 5 ft
With the help of these metrics we have prepared Metrics – Need Matrix to establish Target
specification (See Exhibit – 6).

Exhibit 6: Linked Metrics with Needs
1 2 3 4 5 6 7 8 9 10 11
Bait throwing deviation from
Available surrounding space

Launching spring force
Rod weight with reel
Fish weight capacity

Needs
Handle diameter
Maximum range
Corrosion
Flexibility
Stiffness
Length
target
1 The fishing rod is compact * * *
2 The rod is compact and light * * *
3 The rod is durable * *
The fishing rod is operational in both
4 * * * *
fresh and salt water
The user can easily guide the
5 * *
direction of the hook throw
The hook can be thrown from
6 * * *
anywhere no matter the surrounding
7 The hook can be thrown safely * *
8 The rod’s length is adjustable *

9 User is able to extend the rod *
6.2.3 Competitive Benchmarking Information
Three competitor products have been identified from three companies. Our product introduces
some competitive features, such as unique hook throwing mechanism, that have never existed
on the market and while these competitors are marketed as compact fishing rods, none of them
offer the same range of features as our product. Therefore, benchmarking is carried out only on
the metrics that are common between the competition. See Exhibit – 7.

Exhibit 7: Benchmarking on Metrics
# Needs Metric Unit PLUSINNO Eagle Claw Kast King

1 1,2 Length in 1.1 1.2 1
2 1,2 Handle diameter mm 20 22 25
3 1,2,3 Rod weight with reel g 623 648 667
4 4 Fish weight capacity lb 8-14 4-12 6-12
5 4 Flexibility F/M/S M F M
6 4 Corrosion mm/year 0.78 0.92 0.83
Bait throwing deviation from
7 5,6 in - NA NA
target
8 5,6,7 Launching Spring force lbf - - -
9 6,7 Available surrounding space ft 8 8 8
11 8,9 Maximum range ft 70.92 66 70
6.2.4 Target Product Specification
Based on competitive benchmarking and customer need metric, target product specifications are
established which is listed in Exhibit – 8.
Exhibit 8: Derived Product Specification
# Need Metric Unit Marginal Ideal

1 s
1,2 Length ft 2 <1
2 1,2 Handle diameter mm 40 20
3 1,2,3 Rod weight including line reel g 800 <600
4 3,4 Stiffness - Medium Medium
5 4 Fish weight capacity lb 4-12 4-12
6 4 Flexibility Fast/Moderate M M
/Slow
7 4 Corrosion mm/year 0.5 0
8 5,6 Bait throwing deviation from target in 25 <10
9 5,6,7 Launching Spring force lbf Variable NA
10 6,7 Available surrounding space ft 2 <1
11 8,9 Maximum range ft 12 >20

7. Concept Generation
A Concept is a description of the technology, working principles and form of the product. Concept
generation starts with the clear knowledge of customer needs and specification of the product.
Concept generation process is basically divided in following stages:
 Clarify the problem
 External search
 Generate concepts
 Concept selection
 Concept Testing
 Final product specification
7.1 Clarify the Problem
We have broken down the challenges into smaller problems and represented it in the form of
function diagram.

Exhibit 9: Function Diagram
7.2 External Search
We asked many beginners and some fishing experts about their problem and ideas to resolve
those problems. Based on their opinion we internally discussed with designing team and we came
up with some concepts. Even we searched on internet and found a patent related to the product
similar to our concepts. The patent number is US6971203B1, titled as “Spring Loaded Fishing
Rod” which is shown in Exhibit – 10. By systematic internal search, we narrow downed to few
concepts which are listed in clause 7.3.

Exhibit 10: Spring Loaded Fishing Rod

7.3 Concept Generated
7.3.1 Conventional fishing rod with “CATAPULT” design to guide Lures or Baits.
7.3.2 Conventional fishing rod with “Piston” design to guide Lures or Baits
7.3.3 “Helical Spring” design fishing rod with “Piston” mechanism

7.4 Concept Selection
To select the most feasible concept from the above concepts, we have used concept scoring
method. The evaluation criteria were: Ease of handling, use and manufacturing, Target Accuracy,
Flexibility, Durability, and Portability. Refer Exhibit – 11 for more clarity.
Exhibit 11: Concept Scoring Matrix
Concept-1 Concept-2 Concept-3

Sr Weighted Weighted Weighted
No Evaluation Criteria Weight Rating Score Rating Score Rating Score
1 Ease of Handling 5% 2 0.1 3 0.15 4 0.2
2 Ease of Use 15% 2 0.3 3 0.45 3 0.45
3 Target Accuracy 25% 2 0.5 4 1 5 1.25
4 Flexibility 10% 3 0.3 3 0.3 4 0.4
5 Durability 10% 2 0.2 2 0.2 3 0.3
6 Ease of Manufacturing 15% 5 0.75 4 0.6 3 0.45
7 Portability 15% 3 0.45 3 0.45 3 0.45
Total Score 2.6 3.15 3.5
Rank 3 2 1
Continue? No No Develop
7.5 Concept Testing
Based on the concept scoring matrix, we have finalized a concept for further development for
which we have prepared 3D Cad model. On the basis of this 3D model we have carried out survey
with the groups of beginners who face the difficulties in fishing. Even we have also conducted
face to face survey with some expert fishermen about the concept. Almost 60 percent would
definitely buy this product and 30 will probably buy this product. Out of them approximately 70

percent were new comers and 20 percent people were those who tend to explore and like to
have compact rod and 10 percent were those who likes fresh water fishing.
7.6 Final Product Specification
Based on the selected concepts and customer survey report we refined our selected concept and
finalized the final product specification. Refer Exhibit – 12.
Exhibit 12: Final Product Specification
# Need Metric Unit Value

1 s
1,2 Length ft <1.5
2 1,2 Handle diameter mm <30
3 1,2,3 Rod weight with reel g <700
4 3,4 Stiffness - Medium
5 4 Fish weight capacity lb 4-12
6 4 Flexibility Fast/Moderate/Slow M
7 4 Corrosion mm/year <0.5
8 5,6 Bait throwing deviation from target in <10
9 5,6,7 Launching Spring force lbf Variable
10 6,7 Available surrounding space ft <1
11 8,9 Maximum range ft 12
8. Final Design
Based on the final product specification and refined concept, we have designed our fishing rod
in a such way that it will satisfy all the product specification requirement and accordingly final 3D
model of the product is prepared. Refer Exhibit – 13.
Exhibit 13: Final Product Design prepared in Autodesk Inventor - 2018

The whole Fishing rod is mainly divided into three sub-assemblies as following:
1. Fishing Rod Assembly
2. Spinning Reel Assembly
3. Lures/Baits Releasing Assembly
All these assemblies are shipped to customer in unassembled condition as customers can easily
assembled them according their individual requirements. We had designed our fishing rod in such
a way that no tools and tackles were required to assemble different assemblies.

8.1 Fishing Rod Assembly
Fishing rod assembly consists of handle, main body sleeve, conical spacer nuts, adaptor nut, and
helical designed fishing rod. Refer Exhibit – 14. Main body sleeve is designed in such a way that
it can incorporate every kind of spinning reel so that customer can replace spinning reel according
to individual suitability.
Exhibit 14: Fishing Rod Assembly

8.2 Spinning Reel
The spinning reel assembly we have considered is the most popular among all the fishermen
which we came to know during concept testing. See Exhibit – 15.
Exhibit 15: Spinning Reel Assembly
8.3 Lure/Bait Releasing Assembly
The Lure/Bait releasing assembly is designed in such a way that it will provide 4 different spring
forces setting so that beginners can adjust spring setting according to their requirements. It can
be done just changing to location of adjustment screw (Item No. – 5 of Exhibit – 16).

Exhibit 16: Lure/Bait Releasing Assembly
9. Design for Assembly
Design for assembly is facilitates easy to product assembly. The assembly cost reduces by
concentrating on reducing total number of parts, handling and ease of assembly. Focusing on
assembly costs yield strong indirect benefits. By reducing the number of parts of fishing rod, we
intend to make assembly easier and efficient. We also focused on simplified assembly design so
that customer can easily do it by themselves without requiring any tools and tackles. By doing
this we saved 80% amount of assembly cost. During design, we strongly agreed on the Design for
Assembly methodology and proceeded with the following steps:
1. Simplified design with reduced number of parts.
2. Standardization and use of common parts and materials.

3. Design for ease of fabrication.
4. Error-proofing of product design and assembly.
5. Design for part orientation and handling.
6. Minimized flexible parts and interconnection.
7. Design for ease of assembly.
8. Design for efficient joining and fastening.
10. Design for Manufacturing
DFM focuses on ease of manufacturing. During concept refinement we have consider DFM
aspect. The whole manufacturing can be carried out on 5 axis CNC machine and no other
machines will required and it is very easy to manufacture all parts as it can be simply done by
CNC programming. Standard assembly will be procured from the sub vendors.
11. Make or Buy Analysis

12. Assembly Sequence Guide for Users (Exhibit – 17)
Exhibit 17: Assembly Sequence Guide for User
13. Cost Analysis
13.1 Forecasting of Demand per year
Forecasting of product is an essential analysis to predict the quantity of product being sold in
year by seeing market requirement. By the equation given below, we can estimate the quantity
of product Q expected to be sold during a time period.
𝑄 = 𝑁∗𝐴∗𝑃

Where,
P = Probability of purchase
𝑃 = (𝐶𝑑𝑒𝑓𝑖𝑛𝑖𝑡𝑒𝑙𝑦 ∗ 𝐹𝑑𝑒𝑓𝑖𝑛𝑖𝑡𝑒𝑙𝑦) + (𝐶𝑝𝑟𝑜𝑏𝑎𝑏𝑙𝑦 ∗ 𝐹𝑝𝑟𝑜𝑏𝑎𝑏𝑙𝑦)
𝐴 = 𝑎𝑤𝑎𝑟𝑒𝑛𝑒𝑠𝑠 × 𝑎𝑣𝑎𝑖𝑙𝑎𝑏𝑖𝑙𝑖𝑡𝑦 (𝑓𝑟𝑎𝑐𝑡𝑖𝑜𝑛𝑠)
N = Number of annual purchase
From the market analysis, 2016 National Survey of Fishing, Hunting, and Wildlife-Associated
Recreation showed that 53.6 million people went for fishing from 2011 to 2015 and 36.8 million
residents of US went for fishing in 2016. From 2011 to 2016 16% people increased in fishing.
Hence, we estimate that every year 2.66% folks come into account for sport fishing passion. By
estimate from US analysis for CANADA every year 0.1 million new comers are showing interest in
sport fishing. So, our market size is around N=1.0607 million people who are new in sport fishing
every year.
In our market research, it is estimated that 70% of potential customers would be aware of the
product, due to marketing strategy. Also, due to the distribution challenges initially, it is
estimated that 75% availability would be achieved. And also by distribution challenges, we
estimate that we will achieve 75% availability.
𝐴 = 𝑎𝑤𝑎𝑟𝑒𝑛𝑒𝑠𝑠 ×𝑎𝑣𝑎𝑖𝑙𝑎𝑏𝑖𝑙𝑖𝑡𝑦 (𝑓𝑟𝑎𝑐𝑡𝑖𝑜𝑛𝑠)
𝐴 =0.70 𝑥 0.75
𝐴 = 0.525 𝑜𝑟 52.5%

To predict the numbers of products being sold, we did one survey which reveals that 60%
customers would definitely by our product and 30% may buy the product. Based on our company
experience calibration constant Cdef and Cprob are 0.4 and 0.2 respectively.
𝐹𝑑𝑒𝑓𝑖𝑛𝑖𝑡𝑒𝑙𝑦= 0.60% 𝐹𝑝𝑟𝑜𝑏𝑎𝑏𝑙𝑦 = 0.30%
𝑃 = ( 𝐶𝑑𝑒𝑓𝑖𝑛𝑖𝑡𝑒𝑙𝑦 ∗ 𝐹𝑑𝑒𝑓𝑖𝑛𝑖𝑡𝑒𝑙𝑦 ) + ( 𝐶𝑝𝑟𝑜𝑏𝑎𝑏𝑙𝑦 ∗ 𝐹𝑝𝑟𝑜𝑏𝑎𝑏𝑙𝑦 )
= (0.4∗0.60) + (0.20∗0.30) = 0.3
So, the expected sales can be estimated by:
𝑄 = 𝑁∗𝐴∗𝑃 = 1060738 ∗ 0.525 ∗ 0.3 = 167066 𝑢𝑛𝑖𝑡𝑠/𝑦𝑒𝑎𝑟
Therefore, we could estimate that around 167066 units are expected to be sold per year.

13.2 Estimation of Product Cost
Product cost estimation is being carried out based on the bill of material (BOM) and make or buy
analysis which is provided by the design department. Refer Exhibit – 18.
Exhibit 18: Product Cost Estimation
Total
Tooling
Cost
Process- Total and Total
Material ing Unit other Tooling Unit
Cost per (Machine Assembly Variable NRE, Lifetime Fixed Total
Component Unit + Labor) (Labor) Cost K$ ,K units Cost Cost
Fishing Rod 0.32 2.00 2.32 110.00 100.00 1.10 3.42
Adaptor Sleeve 0.10 0.10 0.10
Lock Nut 0.08 0.08 0.08
Conical Spacer 0.10 1.00 1.10 1.10
Nuts
Spinning Reel 10.00 10.00 10.00
Main body 0.04 2.00 2.04 2.04
Sleeve
Wooden Handle 1.58 1.00 2.58 0.50 3.08
Lure 0.01 0.01 0.01
Fishing Line 0.50 0.01 0.51 0.51
Launching Mechanism Assembly
Fixing base 0.30 1.00 0.50 1.80 ` 0.25 2.05
Launching Tube 0.13 0.00
Piston Rod 0.32 1.00 0.50 1.82 1.82
compression 0.02 0.05 0.07 0.07
Spring
Locking Bolt 0.01 0.05 0.06 0.06
Total Direct Cost 13.38 8.00 1.24 22.49 110.00 1.85 24.34
Overhead Cost 5 10 3.00 3 21.00
Total Cost CAD 45.34

The Calculated cost of each Travel Fishing Rod by considering Bill of Material and Make or Buy
analysis is $45.34
13.3 Price Analysis
From business prospect the Price Analysis is important, it gives the idea whether the product will
make a sale or not. In marketing, Price Analysis refers to the analysis of consumer response to
theoretical prices in survey research. In general business, Price Analysis is the process of
examining and evaluating a proposed price without evaluating its separate cost elements and
proposed profit/fee. While manufacturing, development and overhead costs are a component of
selling price of a product. The key component of making a sale is related to making a profit on
the price that market is willing to pay for the product. That price needs to be carefully evaluated
in order to make profitable business. The following Exhibit – 19 shows current and potential
future competitor’s product price.
Exhibit 19: Competitor's Price Analysis
Manufacturer PLUSINNO EAGLE CLAW KASTKING

Eagle Claw PK555SP KastKing BlackHawk
PLUSINNO Telescopic
Product Name Pack-It Telescopic Telescopic Fishing
fishing rod
Spinning Rod Rod
Base Equipment
$120 $120 $128
Price
Add-ons $477 $627 $732
Specific Add-ons $220 $175 $274
Total $817 $922 $1134
ASIN B01MCXWTWA B003MGA1E4 B016Y1NWY4
Source AMAZON.CA AMAZON.CA AMAZON.CA

13.4 Cost to Customer and Manufacturer’s Profit Margin
From the Market research data and Competitor price analysis data, we come to know that
customers are willing to pay around $160 to $180 for fishing rods.
Based on this survey, we have decided the maximum price (i.e. $170) to which we can sell our
Travel Fishing Rod and maximize the overall profit margin.
To calculate the profit margin, we have considered distributor’s profit margin as 25%.
𝑖=𝑛
𝐶 = 𝑃𝑖 ∑(1 − 𝑀𝑖 )
𝑖=1
For our product,
𝐶 = 𝑃(1 − 𝑀𝑑 )(1 − 𝑀𝑚 )
Where,
C = Production cost per unit piece = $45.34
P = Cost to Customer = $170
Md = Distributor profit margin = 25%
Mm = Manufacturer profit margin
𝑴𝒎 = 𝟎. 𝟔𝟒𝟒𝟒 = 𝟔𝟒. 𝟒 % (𝑮𝒓𝒐𝒔𝒔 𝑷𝒓𝒐𝒇𝒊𝒕 𝑴𝒂𝒓𝒈𝒊𝒏 𝒐𝒇 𝑴𝒂𝒏𝒖𝒇𝒂𝒄𝒕𝒖𝒓𝒆𝒓)
Hence, Selling Price for the manufacturer is:
𝑪 = 𝑷(𝟏 − 𝑴𝒎 ) → 𝑷 = $𝟏𝟐𝟕. 𝟓

13.5 Break Even Analysis
Break Even analysis is the estimation to find number of products manufacturer has to sell to
recover his investment amount.
𝑇𝑜𝑡𝑎𝑙 𝐼𝑛𝑣𝑒𝑠𝑡𝑚𝑒𝑛𝑡
𝐵𝑟𝑒𝑎𝑘 𝐸𝑣𝑒𝑛 𝑃𝑜𝑖𝑛𝑡 =
𝑁𝑒𝑡 𝑝𝑟𝑜𝑓𝑖𝑡 𝑝𝑒𝑟 𝑢𝑛𝑖𝑡 𝑝𝑖𝑒𝑐𝑒
167066 𝑥 45.34
𝐵𝑟𝑒𝑎𝑘 𝐸𝑣𝑒𝑛 𝑃𝑜𝑖𝑛𝑡 =
(127.5 − 45.34)
𝐵𝒓𝒆𝒂𝒌 𝑬𝒗𝒆𝒏 𝑷𝒐𝒊𝒏𝒕
= 𝟗𝟐𝟏𝟗𝟓 𝑷𝒓𝒐𝒅𝒖𝒄𝒕𝒔 𝒉𝒂𝒗𝒆 𝒕𝒐 𝒔𝒆𝒍𝒍 𝒕𝒐 𝒐𝒗𝒆𝒓𝒄𝒐𝒎𝒆 𝒕𝒉𝒆 𝑰𝒏𝒗𝒆𝒔𝒕𝒎𝒆𝒏𝒕 𝑪𝒐𝒔𝒕
13.6 Payback Period
𝐵𝑟𝑒𝑎𝑘 𝐸𝑣𝑒𝑛 𝑃𝑜𝑖𝑛𝑡

𝑃𝑎𝑦𝑏𝑎𝑐𝑘 𝑃𝑒𝑟𝑖𝑜𝑑 =
𝐴𝑛𝑛𝑢𝑎𝑙 𝑆𝑎𝑙𝑒𝑠
92195
𝑷𝒂𝒚𝒃𝒂𝒄𝒌 𝑷𝒆𝒓𝒊𝒐𝒅 = = 0.5518 → 𝟔 𝑴𝒐𝒏𝒕𝒉𝒔 & 𝟏𝟓 𝑫𝒂𝒚𝒔
167066
14. Quality Control
Quality of a product reflects what the company believes in, or how much it values the customer.
We shall enforce strict quality gates on all our parts which are being imported. We will finalize
drawings of components with clearly specified tolerances and needs. Random inspection of parts
will be performed after reception. During final assembly, 5S will be employed, with visual
communication. Guidelines will be set, for assembly and testing. Audits will be regularized, and

every finished product will be tested for operation. For product safety during shipping, the
packaged carton will be drop tested. Testing definitions have not been planned yet.
15. Development Plan

We will consult with a marketing firm for marketing ideas and campaigns. Social media would be
a preferred manner, along with targeted ads. The initial batch of 10 working prototypes will be
field tested and sent out to prospective customers to get feedback and make improvements. For
sales, we will contact sellers like Fishing equipment shops, Canadian tire, Walmart, and other
online stores. We shall also offer direct shipping to reduce margins further. Since our targets are
beginners, we shall send out flyers to collages and post ads on local newspapers and perform
demos around fishing pound or canals or river. In all, we shall sell through our online website,
stores, and online sellers. Parts shall be easily replaceable. Spare part availability will be arranged.
Additional accessories also will be sell in upcoming future. Such as fishing rods with various
flexibility and many more types of spinning reels and hooks.
We also would like to work on improving our design. The need of being able to adjust the length
of the rod was mentioned by the majority of the customers in fishing related forums. Therefore,
we are working on providing an extension part which can be added to the product if the customer
needs a longer rod in some occasions.

16. Marketing Feedback Analysis
By sending out offers of free gadget or discount cards to get the customer and marketing
feedback post selling, we will interpret response in terms of rating for different criterion such as
ease of handing, ease of use, satisfaction, etc. Further, we shall differentiate to positive and
negative feedbacks, and convert it to changes for new or upgraded designs. We will also analyze
competitor reviews.
17. Lessons Learned

Lessons learned during this project was the importance of effective and articulate
communication of ideas. Ensuring that while working on a team, everybody focuses on their
individual tasks and yet contributing to the team goals. The importance of attention to details
was learned and project management, along with concurrent engineering was learned. Our team
skills have improved significantly. In terms of product manufacturing, to avoid making same
mistakes again and again, during every stage of product from concept to reality, a record will be
maintained. It shall include the mistake or roadblocks, measures taken to overcome it, and
lessons learned in the process.
18. Future Growth Opportunities


Mech 6941 Draft

Diunggah oleh

Informasi Dokumen

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Mech 6941 Draft

Diunggah oleh

Hak Cipta:

Format Tersedia

MECH 6941 : Concurrent Engineering in Aerospace

Instructor : Dr. Gabriel Taraboulsi

Date: 14th June 2018

Innovative Fishing 3350 Cote-Sainte-Catherine,

a new family of Gas Turbine Engines.

gearbox, driven by a single stage power turbine.

Innovative Fishing 3350 Cote-Sainte-Catherine,

1.2 Market Trends and Opportunities .................................................................................. 7

2. Mission Statement ............................................................................................................... 8

2.1 Product Description ....................................................................................................... 8

2.2 Key Business Goals ....................................................................................................... 8

2.3 Target Market ................................................................................................................ 9

3. Vision Statement ................................................................................................................ 10

4. Organizational Structure and role of members: ................................................................. 10

4.1 Project Manager: .......................................................................................................... 10

4.2 Marketing Manager: .................................................................................................... 10

4.3 Product Design Manager: ............................................................................................ 11

4.4 Product Development Manager: .................................................................................. 11

4.5 Quality Manager: ......................................................................................................... 11

5. Market Research ................................................................................................................ 12

5.1 Market analysis ............................................................................................................ 12

5.2 Market Segmentation and Size .................................................................................... 14

6. Product Specification ......................................................................................................... 16

Innovative Fishing 3350 Cote-Sainte-Catherine,

6.2 Target Specification ..................................................................................................... 17

6.2.1 Prepare the List of Metrics ................................................................................... 18

6.2.2 Metrics and Units .................................................................................................. 19

6.2.3 Competitive Benchmarking Information .............................................................. 20

6.2.4 Target Product Specification ................................................................................ 21

7. Concept Generation ........................................................................................................... 22

7.1 Clarify the Problem...................................................................................................... 22

7.2 External Search ............................................................................................................ 23

7.3 Concept Generated....................................................................................................... 25

7.4 Concept Selection ........................................................................................................ 26

7.5 Concept Testing ........................................................................................................... 26

7.6 Final Product Specification.......................................................................................... 27

8. Final Design ....................................................................................................................... 27

8.1 Fishing Rod Assembly ................................................................................................. 29

8.2 Spinning Reel............................................................................................................... 30

Innovative Fishing 3350 Cote-Sainte-Catherine,

9. Design for Assembly ......................................................................................................... 31

10. Design for Manufacturing................................................................................................ 32

11. Make or Buy Analysis ..................................................................................................... 32

12. Assembly Sequence Guide for Users (Exhibit – 17) ....................................................... 33

13. Cost Analysis ................................................................................................................... 33

13.1 Forecasting of Demand per year ................................................................................ 33

13.2 Estimation of Product Cost ........................................................................................ 36

13.3 Price Analysis ............................................................................................................ 37

13.4 Cost to Customer and Manufacturer’s Profit Margin ................................................ 38

13.5 Break Even Analysis.................................................................................................. 39

13.6 Payback Period .......................................................................................................... 39

14. Quality Control ................................................................................................................ 39

15. Development Plan ............................................................................................................ 40

16. Marketing Feedback Analysis ......................................................................................... 41

17. Lessons Learned .............................................................................................................. 41

18. Future Growth Opportunities ........................................................................................... 41

Innovative Fishing 3350 Cote-Sainte-Catherine,

Exhibit 1: Fishing Market Analysis ......................................................................................... 12

Exhibit 2: Fishing Trend in Beginners ..................................................................................... 15

Exhibit 3: Customer Need vs. Need Statement ..................................................................... 16

Exhibit 4: Customer's need with Priority ............................................................................... 17

Exhibit 5: Established Metrics and Units ............................................................................... 19

Exhibit 6: Linked Metrics with Needs .................................................................................... 20

Exhibit 7: Benchmarking on Metrics ...................................................................................... 21