Product Design and

Development

INTRODUCTION

Ir. Erlinda Muslim, MEE 1

Nip. 19601028 198811 2001
 Permasalahan & Kepentingan
Pengembangan Produk
Liberalisasi
Pasar

Persaingan
Bisnis Daur
Hidup
Akumulasi Faktor Kritikal
Produk
Teknologi Time to Market
Semakin
Pendek
Permintaan Pasar Yang
Bervariasi & Semakin Menuntut

Pilihan & Variasi Solusi Baru

Teknologi Yang Bervariasi & Untuk Memenuhi Kebutuhan
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Berubah Cepat Konsumen

Time to Market : Waktu antara gagasan perancangan produk baru dimulai sampai produk
tsb dipasarkan
Kepentingan dalam Pengembangan Produk
Shorter time-to-Market

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 Faktor Determinan
Keberhasilan Produk

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PENGERTIAN INOVASI

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“KEBARUAN” terkait dengan

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“KEBARUAN” terkait dengan

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Kepentingan dalam Pengembangan Produk
Innovation
The Realm of
Innovation Adair 1996

Original Newness

Obsidian microblade Terkait

dimensi
ruang dan
waktu
Kepentingan dalam Pengembangan Produk
Innovation
The Sustainability
of Innovation Dynamic
Continual
Continual
Discontinue
 PROSES PENGEMBANGAN PRODUK

INVENTION DEVELOPMENT COMMERCIALISATION

INOVASI
 SUMBER INOVASI PRODUK BARU?

MARKET TECHNOLOGY
(Market Pull) (Technology Push)
Kepentingan dalam Pengembangan Produk
Innovation
The Source of
Innovation
Market Technology
STRATEGI PENGEMBANGAN PRODUK

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STRATEGI REAKTIF

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STRATEGI PROAKTIF

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 Kepentingan dalam Pengembangan Produk
Innovation
The Condition of
Innovation
Pioneering Imitator

. Citra dan Reputasi . Terhindar dari produk dan Pasar

. Loyalitas Merek yang potensinya rendah
. Pemimpin Teknologi . Biaya R & D dan Biaya mendidik
. Pembentuk Pasar Pelanggan relatif rendah
. Penentu Standar Produk . Peluang Meraih Pangsa Pasar
Melalui Promosi Besar-Besaran
. Akses Distribusi . Peluang melakukan Technological
. Hambatan Masuk berupa leapfrog (lompatan teknologi)
Paten . Peluang memanfaatkan perubahan
. Efek Belajar Pasar
. Basis Pelanggan yang besar . Peluang memanfaatkan pengalaman
dan Switching Cost serupa dalam industri
Reasons for Product or Service Design
Trends in Product & Service Design
Increased emphasis on or attention to:
– Customer satisfaction
– Reducing time to introduce new product or service
– Reducing time to produce product
– The organization’s capabilities to produce or deliver the item
– Environmental concerns
– Designing products & services that are “user friendly”
– Designing products that use less material
 New Product Ideas

Technology Driven
Market Research Driven
Customer Driven
Competition
Government Regulations
Suppliers
Sales force
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 PRODUCT DESIGN & VALUE ADDED
PRODUK US$/KG Multiplication
1. Beras 0.24 1
2. Minyak Goreng 0.39 1.63
3. Kapal Kargo 2.2 9.17
4. Mobil Standar 11 45.83
5. Kereta Api 16.1 67.08
6. Mobil Mewah 22 91.67
7. Alat Alat NC Mesin 24.2 100.83
8. TV Berwarna 35.2 146.67
9. Kapal Selam 99 412.50
10. Semi Konduktor 220 916.67
11. Komputer Mainframe 352 1466.67
12. Kamera Video 616 2566.67
13. Pesawat Terbang Baling Baling 660 2750
14. Pesawat Terbang Berbadan Lebar 770 3208.33
15. Engine Pesawat Terbang 1980 8250
16. Super Komputer 3740 15583.33
17. Pesawat Tempur 5500 22916.6724
18. Satelit 44000 183333.33
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 Biaya Pengembangan Produk Sukses

Tahap Jumlah Rasio Tingkat Biaya Per Gagasan Total Biaya

Gagasan Keberhasilan (US $) (US $)

1. Penyaringan Gagasan 64 1:4 1.000 64.000

2. Pengujian Konsep 16 1:2 20.000 320.000
3. Pengembangan Produk 8 1:2 200.000 1.600.000
4. Uji Pasar 4 1:2 500.000 1.000.000
5. Peluncuran Produk 2 1:2 5.000.000 10.000.000
TOTAL 5.721.000 13.984.000

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 Old Business Concept

Sequential Engineering Process

Information Flow

Engineering Full
Marketing Manufacture Test
/Design Production

Errors, Change or corrections

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 New Product Development
Life Cycle Cost
DEVELOPMENT COMPANY COST USERS COST SOCIETY COST
PHASE

NEED Market Recognition

DESIGN Development

Material, Energy, Waste, pollution,

PRODUCTION Facilities, Wages health damages
Salaries etc

DISTRIBUTION Transportation, Transportation, Waste, pollution, packagings,

Storage, Waste storage health damages
USAGE Warranty service Energy, material, Waste, pollution,
maintenance health damages
DISPOSAL Disposal dues Waste handling, disposal,
pollution, health damages
Waste, pollution,
RECYCLING Recycling dues
health damages
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 Durasi dan Biaya
Pengembangan Produk
Rollerblade VW Beetle Boeing 777
Annual production volume 100,000 100,000 50
Sales lifetime 3 years 6 years 30 years
Sales price $ 200 $ 17,000 $ 130 million
Number of unique parts 35 parts 10,000 parts 130,000 parts
Development time 2 years 3,5 years 4,5 years
Ir. Erlinda Muslim, MEE

Internal development team 5 people 800 people 6,800 people

External development team 10 people 800 people 10,000 people
Development cost $ 750,000 $ 400 million $ 3 billion
Production investment $ 1 million $ 500 million $ 3 billion
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 New Product Development
ScrewDriver Rollerblade HP Printer Chrysler Boeing 777 IPTN
Jobmaster Deskjet 500 Car N2130
Annual Production
Volume (unit/year) 100000 100,000 1.5 million 250,000 50 50
Sales lifetime (year) 40 3 years 3 years 6 years 30 years 30 years
Sales price ($) $3 $ 200 $ 365 $ 19,000 $ 130 Million $ 20-25 M
Number of unique parts 3 35 200 10,000 130,000 N/A
Developmental time (year) 1 year 2 years 1.5 years 3.5 years 4.5 years 4 years
Internal Team 3 people 5 people 100 people 850 people 6,800 people N/A
External team 3 people 10 people 100 people 1400 people 10,000 people N/A
Development cost ($) $ 150,000 $ 750,000 $ 50 million $1 billion $ 3 billion $ 2 billion
Production investment ($) $ 150,000 $ 1 million $ 25 Million $ 600 million $ 3 billion $ 2 Billion

TARGET/
PREDICTION
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 Product Development Process
Production
Process Planning Build
Material &
Project Management
Planning Shop floor
R Documentation
Creation of and
E Bill of Material Control
Q Reproduction
U Build &
I Test
Concept Checking Release
R SHIP
Design Process
E Tool
M Design Design
Analysis N/C
E Programming
N Detail Design Design
T Draughting
Technical
S
Documentation
Handbook. Etc

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 This is the end of the PRESENTATION

INTRODUCTION
Ir. Erlinda Muslim, MEE

Ir. Erlinda Muslim, MEE

Nip. 19601028 198811 2001 52