1. Product and Service Design
CHAPTER 4
Product and Service Design

2. Product and Service Design
Major factors in design strategy
Cost
Quality
Time-to-market
Customer satisfaction
Competitive advantage
Product and service design – or redesign – should be
closely tied to an organization’s strategy

3. Product or Service Design Activities
Translate customer wants and needs into product and service requirements
Refine existing products and services
Develop new products and services
Formulate quality goals
Formulate cost targets
Construct and test prototypes
Document specifications

4. Reasons for Product or Service Design
Economic
Social and demographic
Political, liability, or legal
Competitive
Technological

5. Objectives of Product and Service Design
Main focus
Customer satisfaction
Secondary focus
Function of product/service
Cost/profit
Quality
Appearance
Ease of production/assembly
Ease of maintenance/service

6. Designing For Operations
Taking into account the capabilities of the organization in designing goods and services

7. Legal, Ethical, and Environmental Issues
FDA, OSHA, IRS
Product liability
Uniform commercial code
Ethical
Releasing products with defects
Environmental
EPA

8. Regulations & Legal Considerations
Product Liability - A manufacturer is liable for any injuries or damages caused by a faulty product.
Uniform Commercial Code - Products carry an implication of merchantability and fitness.

9. Designers Adhere to Guidelines
Produce designs that are consistant with the goals of the company
Give customers the value they expect
Make health and safety a primary concern
Consider potential harm to the environment

10. Other Issues in Product and Service Design
Product/service life cycles
How much standardization
Product/service reliability
Range of operating conditions

11. Life Cycles of Products or Services
Figure 4.1
Time
Introduction
Growth
Maturity
Saturation
Decline
Demand

12. For Products and Services
CHAPTER 5
Capacity Planning
For Products and Services

13. Capacity Planning
Capacity is the upper limit or ceiling on the load that an operating unit can handle.
The basic questions in capacity handling are:
What kind of capacity is needed?
How much is needed?
When is it needed?

14. Importance of Capacity Decisions
Impacts ability to meet future demands
Affects operating costs
Major determinant of initial costs
Involves long-term commitment
Affects competitiveness
Affects ease of management
Globalization adds complexity
Impacts long range planning

15. Capacity Design capacity Effective capacity Actual output
maximum output rate or service capacity an operation, process, or facility is designed for
Effective capacity
Design capacity minus allowances such as personal time, maintenance, and scrap
Actual output
rate of output actually achieved--cannot exceed effective capacity.

16. Efficiency and Utilization
Actual output
Efficiency =
Effective capacity
Utilization =
Design capacity
Both measures expressed as percentages

17. Efficiency/Utilization Example
Design capacity = 50 trucks/day
Effective capacity = 40 trucks/day
Actual output = 36 units/day
Actual output = units/day
Efficiency = = 90%
Effective capacity units/ day
Utilization = Actual output = units/day
= 72% Design capacity units/day

18. Determinants of Effective Capacity
Facilities
Product and service factors
Process factors
Human factors
Operational factors
Supply chain factors
External factors

19. Strategy Formulation Capacity strategy for long-term demand
Demand patterns
Growth rate and variability
Facilities
Cost of building and operating
Technological changes
Rate and direction of technology changes
Behavior of competitors
Availability of capital and other inputs

20. Key Decisions of Capacity Planning
Amount of capacity needed
Timing of changes
Need to maintain balance
Extent of flexibility of facilities
Capacity cushion – extra demand intended to offset uncertainty

21. Steps for Capacity Planning
Estimate future capacity requirements
Evaluate existing capacity
Identify alternatives
Conduct financial analysis
Assess key qualitative issues
Select one alternative
Implement alternative chosen
Monitor results

22. Make or Buy Available capacity Expertise Quality considerations
Nature of demand
Cost
Risk

23. Developing Capacity Alternatives
Design flexibility into systems
Take stage of life cycle into account
Take a “big picture” approach to capacity changes
Prepare to deal with capacity “chunks”
Attempt to smooth out capacity requirements
Identify the optimal operating level

24. Economies of Scale Economies of scale Diseconomies of scale
If the output rate is less than the optimal level, increasing output rate results in decreasing average unit costs
Diseconomies of scale
If the output rate is more than the optimal level, increasing the output rate results in increasing average unit costs

25. Evaluating Alternatives
Figure 5.3
Production units have an optimal rate of output for minimal cost.
Minimum
cost
Average cost per unit
Rate of output
Minimum average cost per unit

26. Evaluating Alternatives
Figure 5.4
Minimum cost & optimal operating rate are
functions of size of production unit.
Small
plant
Average cost per unit
Medium
plant
Large
plant
Output rate

27. Planning Service Capacity
Need to be near customers
Capacity and location are closely tied
Inability to store services
Capacity must be matched with timing of demand
Degree of volatility of demand
Peak demand periods

28. Cost-Volume Relationships
Figure 5.5a
Amount ($)
Q (volume in units)
Total cost = VC + FC
Total variable cost (VC)
Fixed cost (FC)

29. Cost-Volume Relationships
Figure 5.5b
Amount ($)
Q (volume in units)
Total revenue

30. Cost-Volume Relationships
Figure 5.5c
Amount ($)
Q (volume in units)
BEP units
Profit
Total revenue
Total cost

31. Break-Even Problem with Step Fixed Costs
Figure 5.6a
Quantity
FC + VC = TC
Step fixed costs and variable costs.
1 machine
2 machines
3 machines

32. Break-Even Problem with Step Fixed Costs
Figure 5.6b $ TC
BEP 2 3 TR
Quantity 1
Multiple break-even points

33. Assumptions of Cost-Volume Analysis
One product is involved
Everything produced can be sold
Variable cost per unit is the same regardless of volume
Fixed costs do not change with volume
Revenue per unit constant with volume
Revenue per unit exceeds variable cost per unit

34. Financial Analysis
Cash Flow - the difference between cash received from sales and other sources, and cash outflow for labor, material, overhead, and taxes.
Present Value - the sum, in current value, of all future cash flows of an investment proposal.

35. Calculating Processing Requirements

36. Location/Criteria
PS11
Guitar site location

37. Demand/ patients/ staffing/ variation at St. Alexius Hospital
Capacity/Design
STA11
Demand/ patients/ staffing/ variation at St. Alexius Hospital

38. Process Flow Improvement
SU6
Redesign of layout at Toyota