Design of Goods and

Services
Chapter 5
by
Hj. Helmi, MSc
Dra
TSM-2016

emmy IRY Rizal

Materi

Forcasting .
Service, product design...
Quality management
Process, capacity design
Location .
Layout design ..........
Human resources, job design.
Supply-chain management.
Inventory management
Dependent demand n JIT..
Independent demad MRP,ERP.
Scheduling
Agregat ,short term scheduling .
Project Management...
Maintenance .
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CH. 4
Ch. 5
Ch. 6, 6S
Ch. 7, 7S
Ch. 8
Ch. 9
Ch. 10, 10S
Ch. 11,11s
Ch. 12, 12 s
Ch. 14, 16
Ch. 13, 15
Ch. 3,
2
Ch. 17

Learning Objectives
When you complete this chapter, you should be
able to :
Identify or Define:
Product life cycle
Product development team
Manufacturabililty and value
Robust design
Time-based competition
Modular design
Computer aided design
Value analysis
Group technology
Configuration management
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engineering

Learning Objectives - Continued

When you complete this chapter, you should be
able to:
Explain:
Alliances
Concurrent

engineering
Product-by-value analysis
Product documentation

emmy IRY Rizal

Tujuan suatu keputusan produk (product

decision) adalah mengembangkan dan
menerapkan sebuah strategi produk
yang dapat memenuhi permintaan pasar
dgn keunggulan bersaing.

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Design of Goods and

Services

Produk kepuasan yang

ditawarkan produsen pda
konsumen produk yg baik merpk
kunci keberhasilan suatu organisasi

Desain produk baru hal yang

penting sekali bagi kelangsungan
hidup sebagian besar perusahaan
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Design of Goods and

Services
Keunggulan bersaing dan keuntungan
usaha tgt :
desain

dan kualitas sebuah produk, baik

berupa barang maupun berupa pelayanan
jasa.

harga

yang sangat ditentukan oleh biaya

proses produksi.

keterkaitan pengembangan produk

dengan pilihan teknologi proses sangat
penting artinya.

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Design of Goods and

Services

Sebuah strategi produk yang efektif

menghubungkan kpts produk (pemilihan,
penetapan, dan perancangan produk)
dengan investasi, pangsa pasar n siklus
hidup, serta menjelaskan seberapa
beragamnya suatu lini produk.

Salah satu strategi produk

membangun kompetensi tnt dalam
kustomisasi suatu produk atau jasa yg
sudah ada.
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Pemilihan Produk dan Jasa

Pemilihan produk adalah proses pemilihan

produk atau jasa untuk dapat disajikan
kepada pelanggan atau klien.
Contoh :
rumah sakit melakukan spesialisasi
pada berbagai jenis pasien dan
prosedur kesehatan.
Beberapa rumah sakit dapat
memutuskan untuk mengoperasikan
rumah sakit umum, rumah sakit
bersalin, dll.
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Generation of New Product

Opportunities

Economic change

Sociological and demographic change

Technological change

Political/legal change

Changes in

market practice
professional standards
suppliers and distributors

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Product Life Cycle

Manager mendesain sistem new

product sukses
Produk-produk dilahirkan, mereka
hidup dan mati. Mereka disingkirkan
oleh ma-syarakat yang terus berubah.
Kehidupan produk/Daur hidup produk
terbagi empat fase, yaitu :
Introduction
Growth
Maturity
Decline
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Product Life Cycle, Sales,

Cost, and Profit

Sales, Cost & Profit .

Cost of
Development
& Manufacture

Sales Revenue

Profit
Cash flow

Loss

Time

Introduction

Growth

Maturity

3
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Decline

4
12

Disain Produk pada Siklus

Kehidupan Produk

Perkenalan, strategi: riset, pengembangan

produk, proses modifikasi, pengembangan
suplier.
Pertumbuhan, strategi:menambah kapasitas
untuk mengantisipasi peningkatan
permintaan
Kedewasaan, strategi: produksi inovatif,
memperbaiki kontrol produk, menambah lini
produk
Penurunan, strategi: memproduksi produk
yang memiliki kontribusi pada keuntungan
perusahaan, menghilangkan liniproduk yang
tidak menguntungkan

Product-by-Value Analysis

Membuat daftar produk menurut

kontribusi Rupiah pada perusahaan

Meningkatkan cashflow (me+ harga a

me- biaya), meningkatkan penetrasi
pasar (memperbaiki
kualitas/menurunkan harga), me- biaya
(memperbaiki proses produksi)

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Product Development Stages

Scope of product development team

Idea generation
Assessment of firms ability to carry out
Customer Requirements
Functional Specification
Product Specifications
Scope of design for
manufacturability
Design Review
and value
Test Market
engineering teams
Introduction to Market
Evaluation

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PENGEMBANGAN PRODUK

QFD (Quality Function Deployment):

proses menentukan kebutuhan
konsumen dan menerjemahkannya
kedalam atribut yang dapat dijalankan.
House of quality (rumah kualitas):
matrik yang menghubungkan antara
keinginan konsumen dengan bagaimana
perusahaan memenuhi keinginan
konsumen

Quality Function Deployment

House of quality

Identify customer wants

Identify how the good/service will
satisfy customer wants
Relate customer wants to product hows
Identify relationships between the firms
hows
Develop importance ratings - bobot
Evaluate competing products
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House of Quality Example

Customer
Requirements

Customer
Importance

Target Values

High relationship Medium relationship Low Relationship

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House of Quality Example

Youve been assigned
temporarily to a QFD
team. The goal of the
team is to develop a new
camera design. Build a
House of Quality.

1984-1994 T/Maker Co.

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QFD House of Quality

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Quality Function Deployment

Product design process using

cross-functional teams
Marketing,

engineering, manufacturing

Translates customer preferences into

specific product characteristics
Involves creating 4 tabular Matrices or
Houses
Breakdown

product design into increasing

levels of detail

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Manufacturability and
Value Engineering

Benefits:
reduced

complexity of products
additional standardization of products
improved functional aspects of product
improved job design and job safety
improved maintainability of the
product
robust design
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Issues for Product

Development

Robust design
Time-based competition
Modular design
Computer-aided design (CAD)
Value analysis
Environmentally friendly design

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ISU DALAM DISAIN PRODUK

ROBUST DESIGN: disain yang dapat

memproduksi sesuai dengan persyaratan,
meskipun dalam kondisi tidak layak.
MODULAR DESIGN: komponen produk yang
disub-subkan dalam modul yang mudah
digantikan atau ditempatkan, customize,
misal perakitan modular pada Harley
davidson yang dengan mudah dimodifikasi,
restauran swalayan dll

ISU DALAM DISAIN PRODUK

o TIME BASED COMPETITION

Kompetisi berdasar waktu dalam hal

kecepatan pengembangan produk, dan
melempar ke pasar
Membeli teknologi dengan menguasai
sebuah perusahaan
Joint ventures (join kepemilikan untuk
mendapatkan produk baru)
Aliansi (membuat kesepakatan kerja
sama saling menguntungkan)

ISU DALAM DISAIN PRODUK

COMPUTER-AIDED DESIGN (CAD): penggunaan

komputer untuk mengembangkan dan
mendokumentasikan produk.
COMPUTER-AIDED MANUFACTURING (CAM):
penggunaan teknologi informasi untuk mengontrol
mesin
ENVIRONMENTALLY FRIENDLY DESIGN:
mengembangkan produk yang aman, bisa didaur
ulang meminimumkan pemborosan,
mendeferensiasikan produk dengan pesaing,
menambah biaya untuk memenuhi aturan
keselamatan lingkungan.
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Benefits of CAD/CAM

Shorter design time

Database availability
New capabilities
Example:

Focus more on product ideas

Improved product quality

Reduced production costs

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Green Manufacturing

Make products recyclable

Use recycled materials
Use less harmful ingredients
Use lighter components
Use less energy
Use less material

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Time-based Competition

Product life cycles are becoming

shorter.
Faster developers of new
products gain on slower developers
and obtain a competitive
advantage

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Product Documents

Engineering drawing
Shows dimensions,
tolerances, & materials
Shows codes for Group
Technology
Bill of Material
Lists components,
quantities & where used
Shows product structure
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Engineering Drawing Example

453/8

13/diam16eter 1 2-1/2
13/diam32eter 1/4R 2-1/4
13/
1
6
13/
1
6
5/
1
6
1-5/8Scale:FULL
DScalrawn:J.Thomas

BBrracket

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A-435-038
36

Bill of Material Example

B
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o
f
M
a
t
e
r
i
a
l
1100HaD
P1/N
:0P/0N
N
a
m
e
:
B
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y
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l
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e
s
c
Q
t
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U
n
i
t
s
L
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v
e
l
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d
l
e
B
a
r
s
1
E
a
c
h
1
A
s
y
1100234Fram
e
1
E
a
c
h
1
W
hFraem
els21Each22
1995 Corel Corp.

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Bill of Materials Manufacturing Plant

and Fast-Food Restaurant
Bill of Material for a Panel Weldment
Number
A60-71

38

Hard Rock Cafs Hickory BBQ Bacon

Cheeseburger

Description

Qty

Panel Weldmt

A 60-7
R 60-17
R 60-428
P 60-2

Lower Roller Assembly

Roller
Pin
Locknet

1
1
1
1

60-72
R 60-57-1
A 60-4
02-50-1150

Guide Assem. Rear

Support Angle
Roller Assem.
Bolt

1
1
1
1

A 60-73
A 60-74
R 60-99
02-50-1150

Guide Assm, Front

Support Weldmt
Wear Plate
Bolt

1
1
1
1

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Description

Qty

Bun
Hamburger Patty
Cheddar Cheese
Bacon
BBQ Onions
Hickory BBQ Sauce
Burger Set
Lettuce
Tomato
Red Onion
Pickle
French Fries
Seasoned Salt
11-inch Plate
HRC Flag

1
8 oz.
2 slices
2 strips
cup
1 oz.
1 leaf
1 slice
4 rings
1 slice
5 oz.
1 tsp
1
1

Make-or-Buy Decisions

Decide whether or not you want

(or need) to produce an item
May be able to purchase the
item as a standard item from
another manufacturer

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Group Technology
Characteristics

Parts grouped into families

Similar, more

standardized parts

Uses coding system

Describes

processing & physical

characteristics

Part families produced

in manufacturing cells
Mini-assembly

lines

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1984-1994 T/Maker Co.

Group Technology Benefits

Improved product design

Reduced purchases
Reduced work-in-process inventory
Improved routing & machine loading
Reduced setup & production times
Simplified production planning &
control
Simplified maintenance

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Production Documents

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Assembly Drawing
Assembly chart
Route sheet
Work order

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Assembly Drawing and

Assembly Chart

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Configuration Management

A system by which a products

planned and changing
components are accurately
identified and for which control
and accountability of change are
maintained

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Application of Decision Trees

to Product Design

Particularly useful when there are a

series of decisions and outcomes which
lead to other decisions and outcomes.
Considerations:
Include

all possible alternatives and states

of nature - including doing nothing
Enter payoffs at end of branch
Approach determining expected values by
pruning tree
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Transition to Production

First issue: knowing when to move to

production!
Second: must view product development as
evolutionary, not responsibility of single
individual/department
Third: expect to need a trial production
period to work the bugs out
Fourth: recognize that responsibility must
also transition
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contoh
Sebuah produsen semikonduktor
sedang meneliti kemungkinan n
memasarkan sebuah
mikroprosesor, p 179/213

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Menggunkan decision tree dalam

pengambilan keputusan
p Ada
2133 kemungkinan: beli CAD, melati eng dan #

berbuat apa2
Ada 2 kemungkinan kondisi yad: tinggi dan
rendah
Prob favo 0.4 unfav 0.6
Fav terjual 25 000 proc, P= $100
unFav terjual 8 000 proc, P= $100
CAD cost $500 000
Training cost $ 375 000
Manufact cost dari 50 ke 40 jika dg CAD
Pertanyaan: gunakan diagram pohon dalam
membantu manajer pada pengfambilan kepts
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5.13
5.16
5.17

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