Operations
Operations
Management
Management
Design of Goods and
Design of Goods and
Services
Desain Para Insinyur
© 1984-1994 T/Maker Co.
Divisi Operasi Mendesain
© 1984-1994 T/Maker Co.
Interpretasi Pemasar
© 1984-1994 T/Maker Co.
Keinginan konsumen/Pelanggan
© 1984-1994 T/Maker Co.
Product & Service Design
Proses penentuan sejumlah
karakteristik unik dari penawaran product & service perusahaan
Bertujuan untuk mendefinisikan
Products versus Services
Products:
Tangible offerings
Dimensions, materials, tolerances &
performance
Services:
Intangible offerings
Physical elements + sensory, esthetic, &
Penawaran pemenuhan/pemuasan Need-Wants oleh organisasi
Contoh:
P&G tidak menjual laundry detergent
P&G menjual manfaat dari pakaian bersih
Pelanggan ‘membeli’ kepuasan,
Dalam bentuk produk; barang atau jasa
Strategic Importance of
Design
Apa yang ditawarkan harus mendukung strategi bisnis perusahaan
Jika tidak, perusahaan akan kehilangan pangsa pasar dan kerugian bisnis muncul
Desain difokuskan pada ‘produk inti’
Product Life Cycle
Introduction
Growth
Maturity
Product Life Cycle
Introduction
Persiapan
Penelitian & pengembangan produk
Modifikasi & peningkatan kemampuan
Product Life Cycle
Growth
Penerimaan produk mulai stabil
Product Life Cycle
Maturity
Kompetitor mulai muncul
Volume tinggi; produksi inovatif mulai diperlukan
Strategi efisiensi biaya dan
Product Life Cycle
Decline
Pilihan:
Jika laku: a) produk dipertahankan; b) modifikasi minor; c) penambahan atribut servis, diskon, dsb
Negative cash flow
Introduction
Introduction GrowthGrowth MaturityMaturity DeclineDecline
S
ow Cost of development and productionCost of development and production
Cash Cash
flow flow
Net revenue (profit) Net revenue (profit) Sales revenue
Sales revenue
Loss Loss
Costs incurred
Costs incurred
Costs committed
Costs committed
Ease of change
Ease of change
Concept
Concept DetailedDetailed ManufacturingManufacturing Distribution,Distribution, design
design designdesign service,service, prototype
prototype and disposaland disposal
Product Life Cycle: Gadgets
Virtual reality, game console
Smartphone Tablet PC, Laptop
Personal Computer
Introduction
Introduction
Maturity
Scope of product development
team
Scope for design and engineering
Steps in Product Design
Idea Development:
Kebutuhan-keinginan diidentifikasi, & ide
produk mulai digabungkan
Product Screening:
Ide-ide awal dievaluasi kesulitan produksi
dan keberhasilan
Preliminary Design & Testing
Tes pasar & pengembangan prototip
Final Design
Idea Development
Existing & target customers
Customer surveys & focus groups
Benchmarking
Studying “best in class” companies from your
industry or others and comparing their practices & performance to your own
Reverse engineering
Disassembling a competitor’s product &
analyzing its design characteristics & how it was made
Product Screening
Operations:
Are production requirements consistent with
existing capacity?
Are the necessary labor skills & raw
materials available?
Marketing:
How large is the market niche?
What is the long-term potential for the
product?
Finance:
Preliminary Design & Testing
General performance characteristics are translated into technical
specifications
Prototypes are built & tested (maybe offered for sale on a small scale)
Final Design
Specifications are set & then used to:
Develop processing and service delivery
instructions
Guide equipment selection
Outline jobs to be performed
Negotiate contracts with suppliers and
Quality Function Developtment proses penetapan
keinginan pelanggan dan menerjemahkan keinginan tersebut ke dalam atribut yang dapat dipahami dan dilaksanakan oleh setiap bagian fungsional organisasi
Tim anda diminta untuk membuat produk kamera
‘
‘Alat’ House of Quality Alat’ House of Quality matrik yang menghubungkan antara keinginan konsumen dengan bagaimana perusahaan memenuhi keinginan konsumen
Identify customer wants
Identify how the good/service will satisfy
customer wants
Relate customer wants to product hows Identify relationships between the firm’s
hows
Develop importance ratings Evaluate competing products
Compare performance to desirable
technical attributes
House of Quality
Concurrent Engineering
Benefit
Pendekatan desain multi/lintas fungsi,
yang secara simultan/bersama-sama mendesain produk dan proses
Menggantikan pendekatan tradisional
yang berbasis ‘sekat/batas’ desain antar tim (layaknya pendekatan sequential)
Waktu dan biaya pengembangan bisa
dikurangi
Menekankan pada ‘problem-solving’ atas
ISU PENTING DALAM DESAIN 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
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
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
Service Design
Service Design
Service typically includes direct interaction Service typically includes direct interaction
with the customer
with the customer
Increased opportunity for customizationIncreased opportunity for customization Reduced productivityReduced productivity
Cost and quality are still determined at the Cost and quality are still determined at the
design stage
design stage
Delay customizationDelay customization ModularizationModularization
Reduce customer interaction, often through Reduce customer interaction, often through
automation
Service typically includes direct interaction Service typically includes direct interaction
with the customer
with the customer
Increased opportunity for customizationIncreased opportunity for customization Reduced productivityReduced productivity
Cost and quality are still determined at the Cost and quality are still determined at the
design stage
design stage
Delay customizationDelay customization ModularizationModularization
Reduce customer interaction, often through Reduce customer interaction, often through
automation
automation
(c) Customer participation in design and delivery such as counseling, college education, financial management of personal affairs, or interior decorating
Service Design
Service Design
Figure 5.12 (a) Customer participation in design
such as pre-arranged funeral services or cosmetic surgery
(b) Customer participation in
(b) Customer participation in
delivery such as stress test for
delivery such as stress test for
cardiac exam or delivery of a
cardiac exam or delivery of a
baby
Tugas Kelompok
Buat Product Life Cycle untuk produk jasa
Gunakan skenario pendekatan House
of Quality untuk mendesain sebuah
produk jasa
