Download - Chapter 3
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Alex Hill and Terry Hill
Chapter 3BBT2435| TOUR OPERATION MANAGEMENT
Prepared by KAMELIA CHAICHI
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Lecture outline
• INTRODUCTION
• DESIGNING and DEVELOPING services and products
• TECHNIQUES for improving design
• Critical REFLECTIONS
• SUMMARY
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Designing and developing services and products
Can they beDESIGNED and DELIVERED?
Is there DEMAND for the proposed services and
products?
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The research and development process
LONG-TERM PROGRAMMES
TACTICAL PROGRAMMES
> KEY IDEA
Research and development combinesLONG-TERM and TACTICAL programs
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This case provides an example of the role of design as an
order winner; it also illustrates the process Asahi undertook in developing its Super Dry beer specification, in terms of taste,
strength and color.
CASE 3.1
SERVICE AND PRODUCT DESIGN AT ASAHI BREWERIES
1.What are its market ORDER-WINNERS and QUALIFIERS?
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CASE 3.1
Question Answer
ORDER-WINNERS
QUALIFIERS
• Product RANGE *• QUALITY conformance• Delivery RELIABILITY• PRICE
• Product RANGE *
• Product DESIGN
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The design and development process
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The design and development process
Idea Generation
• Company’s own R&D department• Customer complaints• Salespersons in the field• Factory workers or suggestions• Marketing research• Suppliers• New technological developments• Competitors
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The design and development process
Feasibility Study• Market analysis• Economic analysis•Technical/strategic analyses• Performance specifications
prototype
n. original model which serves as an example for later stages or forms
prototype
n. original model which serves as an example for later stages or forms
prototype
n. original model which serves as an example for later stages or forms
prototype. original model which serves as an example for later
stages or forms
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The design and development process
Rapid Prototyping• testing and revising a preliminary design model• Build a prototype• Test prototype• Revise design• Retest
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During the design and development process, organizations need to use both EXTERNAL and INTERNAL sources to generate ideas
• EMPLOYEES• SERVICE or PRODUCT
research and development
• MARKET research• SALES force• Reverse ENGINEERING
INTERNAL SOURCES
• CUSTOMERS• SUPPLIERS• LEGISLATIVE requirements• ENVIRONMENTAL concerns• TECHNOLOGICAL advances
EXTERNAL SOURCES
* Reverse engineering: Dismantling competitor’s product to improve your own product, disassembly of a device or program in order to
discover how it operates
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CASE 3.3
DESIGN AND DEVELOPMENT AT GLAXOSMITHKLINE
1.How did it CHANGE its approach?
2.What were the ADVANTAGES of these changes?
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CASE 3.2
Question Answer
Changes
Advantages• Increased new product
DEVELOPMENT• Faster TESTING of new products
• Introduced AUTOMATED PROCESSES to develop and test new products
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Reviewing the service and product mix
Assessing where services/products are in their LIFE CYCLE helps when FORECASTING sales revenue
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Developing a specification
•The NATURE of services and products•Developing SPECIFICATION to reflect the
service/product mix•The EXPLICIT BENEFITS of the offering•The IMPLICIT BENEFITS of the offering•The supporting structural FACILITIES
FACTORS TO CONSIDER
The service/product SPECIFICATION offered is made up of explicit and implicit BENEFITS plus supporting structural FACILITIES
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Developing a specification
The EXPLICIT BENEFITS : The primary services delivered to customers, such as the food and
the level of service in a restaurant.
•The IMPLICIT BENEFITS of the offering: The secondary services delivered to customers, such as the atmosphere within a restaurant and customer attention throughout.
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Restaurant
Developing a specification
Designing and developing services and products
Big Night
(1996)
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Film clip Restaurant
FilmTitleDirector (year)
Big NightCampbell Scott and Stanley Tucci (1996)
ClipStartFinish
00:03:1900:08:13
What clip showsThe two brothers, who run the restaurant, setting it up for the evening and then serving a customer
Key learning objective
How to develop a service/product specificationThe possible mismatch between customer expectations and the actual service/product expectation
Developing a specification
Designing and developing services and products
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Service/product specification
Restaurant
EXPLICIT benefits
IMPLICIT benefits
Supporting structural FACILITIES
ISSUES
Developing a specification
• DINING experience• FOOD• DRINK
• ATMOSPHERE
• Front office - RESTAURANT• Back office - KITCHEN
• Customer EXPECTATION vs ACTUAL specification
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Techniques for improving design
•STANDARDISATION•Mass CUSTOMISATION•Quality functional deployment (QFD) and
the house of quality•VALUE analysis•Simultaneous ENGINEERING•VARIETY reduction
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1. Establish CUSTOMERS’ NEEDS and wants• Establish customers’ VIEW OF COMPETITORS• Identify TECHNICAL REQUIREMENTS• Identify LINKS between technical requirements and
their effect on different customers’ need and wants• Complete TECHNICAL COMPARISONS• Evaluate the TRADE-OFFS for different design features
Quality functional deployment (QFD)
> KEY IDEA
Quality functional deployment links CUSTOMER NEEDS to OPERATIONS REQUIREMENTS
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Quality functional deployment (QFD)
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Value analysis
> KEY IDEA
Value analysis is a systematic approach to REDUCING COSTS without reducing the service or product specification
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Should the RANGE be reduced?
Analysis of current SERVICES and PRODUCTS provided
Variety reduction
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POTENTIAL ADVANTAGESVariety reduction
> KEY IDEA
New service and products are the LIFEBLOOD of a business
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Simplification reducing number of parts, assemblies, or options in aProduct
•Standardization using commonly available and interchangeable parts
• Modular Design combining standardized building blocks, or modules, tocreate unique finished products
• Design for Manufacture (DFM)Designing a product so that it can be produced easily andeconomically
Fast-food chains illustrate the use of standardization in both the products offered and the service delivery system used. For example, at McDonald
Production Design
Commercial airlines use a modular approach to serve their customers throughout the range of seat types (first, business and economy). Handling customers involves a similar set of stages but the modules involved (from ticket purchase to collection of luggage) vary in their provision depending on the class of seat involved
any new design for any manufactures
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Critical reflections
• Innovation starts with understanding the CUSTOMER
• Encouraging CREATIVITY is only part of the solution
• Need to clearly link INNOVATION with corporate SUCCESS
• Innovation concerns NOT ONLY R&D, but all aspects of a business
• Need to CONTINUALLY look to improve and develop services and products
• Innovation involves EVERYONE and covers EVERYTHING
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Summary• New service and product INTRODUCTION
- Lifeblood of a business
• INNOVATION concerns- Breakthrough and incremental
developments
• Most companies will sell TOMORROW what they sold TODAY
- Need to rethink what they do today
• IDEAS should come from- Internal and external sources
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CASE FOR TUTORIAL
DYSON