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Diseño --ejemplo---6

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Information about Diseño --ejemplo---6
Business & Mgmt

Published on February 26, 2014

Author: jairodriguez

Source: slideshare.net

Description

Desarrollo de productos
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Emprendimiento y Diseño 6 Ejemplo Diseño de producto Jairo Rodríguez Mera HIBtools Herramientas

Emprendimiento y Diseño

Jugando al margen alto en un mercado de bajo precio

Current Headlines “Business as usual is dead in Detroit” Detroit News; 9/16/2006 “Ford to Cut 14 Plants And Up to 30,000 Jobs” Washington Post; 1/24/2006 “Dana follows auto parts peers into bancruptcy” Wall Street Journal; 3/6/2006 “Toyota boosts overseas output to 5M” Associated Press; 9/17/2006 “GM to Close 12 North American Sites, Cut 30,000 Jobs” Bloomberg; 11/21/2005 “Oil prices rise above $60 on OPEC plan” Associated Press; 10/16/2006 “Chinese plan to import cars to US” Associated Press; 9/1/2005

Middle Market Squeeze Mercedes S-Class BMW 7 Series Lexus LS BMW 5 Series Lexus ES Mercedes E-Class Hyundai Centenial Hyundai Grandeur Mercedes C-Class BMW 3 Series Lexus IS Hyundai Sonata Mercedes B-Class Toyota Avalon BMW 1 Series Hyundai Elantra Mercedes A-Class Toyota Camry Hyundai Accent Toyota Corolla

Market Fragmentation Total Number of Models Offered in US Market 350 Existing Model New Model 300 250 200 150 100 50 0 2000 2001 2002 2003 2004 2005 2006 2007E 2008E

Mass Customization

Quality Gap Diminishing 3500 Hyundai Defects Per 1000 Vehicles 3000 2500 Range = 0.5 defects per vehicle DCX Ford GM 2000 Toyota 1500 Honda 1000 Range = 2 x defects per vehicle 500 0 2001 2002 2003 2004 2005 2006

Implications Consumers & Manufacturers        Supply > Demand Horizontal versus Vertical Integration Global versus Local Consumer is King Unprecedented Product Choice More Educated / Informed Consumers Extreme Pricing Pressure

Business Challenge How to play a high margin game in a low price market?

Strategic Approach  Consumer Insight  Brand Clarity  Design Leadership  Improve Business Structure

Customer Focus 1908 Touring Car 1920 Coupe 1912 Roadster 1924 Fordor Sedan “If I had asked what my customers wanted, they would have said a faster horse…” –Henry Ford Getting at the “Un-met and Un-articulated Needs”

Enfoque estrategico Brand Value & Design Leadership Timex Seiko Patek Phillipe $30 $300 $30,000 Cual de ellos da un mejor tiempo?

Strategic Approach Revisit Consumer Mobility Paradigm Utilitarian Transportation Mythical Self-Expression

Brand Clarity

Brand Clarity AN AMERICAN REVOLUTION

Brand Clarity

Brand Clarity LET’S MOTOR.

Brand Clarity – Mustang Example "The Beach Boys. Apple pie. The '67 Mustang. Three things worth fighting for". US Navy Recruiting Ad

Brand Clarity – Mustang Example

Evolution of Japanese Automotive Design Japanese “American”

Evolution of Japanese Automotive Design Japanese “European”

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Design Ethos West versus Japan

Evolution of Japanese Automotive Design Scion XB and Nissan Cube

Evolution of Japanese Automotive Design Scion T2B and Nissan Chappo

Evolution of American Automotive Design “Can Do Spirit” IMAGE HERE

Evolution of American Automotive Design Super Chief Train

Evolution of American Automotive Design Super Chief Truck Concept

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Bold American Design

Improving Business Structure Drivers for Change Competitive Environment GPDS Principles: • Synchronization • Compatibility • Completeness Key Enablers: Internal Complexity • Platform Rationalization • Commonality & Reuse • Leverage Digital Tools More Products, Faster, and More Efficiently

Global Product Development System <Start> 6 Months Opportunity <Funding> 6 Months Opportunity 1. Common Virtual Process 1. Faster Prototype Build/Verification 2. Data/Engineering/Manufacturing Synchronization 2. Faster Production/Prototype Tooling 3. Reuse/Commonality <J1>

Platform Rationalization Fewer Architectures with More Models Wave 1 Mazda3 Volvo V50 2003 Ford C-Max Ford Focus Wave 2 3-Door 2004 4-Door Mazda5 5-Door Wave 3 2005-2006 Ford Cabriolet Wagon Volvo C70 Convertible

Commonality and Re-Use

Leveraging Digital Tools Theme Development Package Development Service Digital Producto / Proceso Plant / Assembly CAD Product Structure Enginieria de producto Digital BOM / BOP Functional Simulation Product / Process Simulation Virtual Build Supplier Integration

Digital Theme Development

Virtual Crash Simulation CAE Prediction Physical Test

Assembly Plant Virtual Simulation

Virtual Build and Assembly Simulation

Summary How to play a high margin game in a low price market?     Develop a Profound Understanding of Customers Create Clear and Distinct Brand Positioning Achieve Design Leadership Fix Structural Business Issues

BIENVENIDOS al CLUB de los que QUIEREN CAMBIAR el MUNDO! 

Jairo Rodríguez Mera

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