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Transcript
Mata kuliah : J0802 - Produk dan Merk Tahun : 2010 Konsep Generasi dan Seleksi Pertemuan 05 Outline • Tahap-Tahap dalam Generasi Produk • Tahap-Tahap dalam Seleksi Produk Activity of Concept Generation Identify Cust Needs Select Product Establish Target Specification Test Product Generate Product Concept Set Final Specification Generate Product Concept 5 Step Concept Generation Clarfy the Problem Search External Search Internal • Understanding • Problem decomposition • Focus on critical subproblems • • • • • Lead users Experts Patens Literature Benchmarking • Individual • Group Explore Systematically Reflect on the Solutions and the Proccess • Classification Tree • Combination Table Constructive Feedback Concept Sellection Definition : Is the process of evaluating concept with respect to customer needs and other criteria, comparing the relative strengths and weaknesses of the concepts, and selecting one or more concept for futher investigation, testing or development Methods for choosing a concept • External decision: Concept are turned over to the customer, client or some other external entitiy for selection • Product champion: An influential member of the product development team choose a concept based on a personal preference • Intuition: The concept is choosen by its feel. Explicit criteria are trade-offs are not used • Multivoting: Each member of the team votes for several concepts. The concept with the most vote are selected • Pros and Cons: The team lists the strengths and weaknesses of each concept and make achoice bsed upon a group opinion • Prototype and test: The organization builds and tests prototypes of each concept, making a selection based upon test data • Decision Meterics: The team rates each concept against presspecified selection criteria, which maybe weighted A Structured Method Offers Several Benefits • • • • • • A customer focused products A competitive design Better product pricess coordination Reduced time to product introduction Efffective group decision making Documentation of decision process
