9 PRODUCT ARCHITECTURE - production and operation managment

ppt

1. PRODUCT ARCHITECTURE

2. Introduction
Product architecture: is the scheme by which the functional elements of a product are
arranged into physical chunks.
A Product can be thought of in both functional and physical terms
Functional elements: individual operations, transformations Eg. Printer
Physical elements: parts, components, subassemblies.

3. Modularity
Modular architecture
i) Chunks implement one or a few functional elements in their entirety
ii)The interactions are well and fundamental to primary functions of the
product
Integral architecture
 functional elements of product are implemented using more than one
chunk
A single chunk implements many functional elements
Interactions b/n chunks are ill defined & incidental

5. Types of Modular architecture
i)slot-modular architecture: each of interfaces b/n chunks is d/t type from others, so chunks
can’t be interchanged. E.g.. automobile radio
•The most common of the modular arch. b/c for most products each chunk requires a d/t
interface to accommodate unique interactions.
ii) Bus-modular :common bus to which the other chunks connect via the same type of
interface.eg. Expansion card for personal computer, non electronic products
iii) Sectional- modular: all interfaces are of the same type, but there is no single element to
which all other chunks attach e.g.. many piping systems, assembly…

6. Bus and sectional m.a are particularly useful for
situations in which overall product must vary
in configuration

7. When is the PA defined?
-During concept development or system-level design, product concept
For two reasons:
i) Basic technology and working principles of product are predefined
ii) Supply chain considerations & issues begin to become more prominent
Architecture is a central element of the product concept

8. Implications of
architecture
product change: arch. defines how the product can be changed
Some of the motives of product change are:
Upgrade: eg. changing the processor board in a computer printer/replacing a pump in a
cooling system
Add-ons: eg.third party mass storage devices added to a basic computer
Adaptation: eg. Machine tools may need to be converted from 220v to 110v.
Wear: deterioration
Consumption: consume materials. eg.copiers & printers

9. Flexibility in use: e.g.. Cameras can be used with d/t lens & flash options
Reuse: change only a few functional elements
E.g.. Consumer electronic manufacturers

Product Variety
range of product models the firm can produce within particular time period in response to
market demand
Component standardization:
the use of same product or chunk in multiple products
Product performance:
how well a product implements its intended functions.
characterized by: speed, efficiency, life, accuracy and noise
Manufacturability: design each chunk to be produced at low cost
minimization of the number of parts in a product through component integration

10. Product Development Management
Requires more integration, conflict resolution, and coordination
Establishing the Architecture
end result is an approximate geometric layout of the product, description
of major chunks & documentation of the key interactions among the chunks
Four step method to structure the decision process, illustrated using desk jet
printer example.
1.Create a schematic of product
2.Cluster elements of the schematic
3.Create a rough geometric layout
4.Identify the fundamental & identical interaction

14. www.how Laser Technology Process animation - YouTube.WEBM
www.Unboxing, Set Up, and Installation of the HP DeskJet 2132 Printer

15. Delayed differentiation
 postponing the differentiation of a product until late in the
supply chain
Two design principles are necessary conditions for postponement
1. The differentiating elements of the product must be concentrated in one or a
few chunks
E.g. d/t electrical power requirements for printers in d/t geographical
regions(power cord, power switch, transformer, rectifier…)

16. 2.The product and production process must be designed so that
differentiating chunks can be added to product near the end of the
supply chain
Eg.one could envision the customer packaging of the printer ( printed
carton)
Hewlett-Packard devised a clever packaging scheme in which molded
trays are used to position several dozen bare assembled printers.

17. Platform planning
The collection of assets, including component design, shared by this
products is called product platform
involves managing a basic trade off between distinctiveness and
commonality
On the one hand there are market benefits to offering very distinctive
versions of product
On the other hand there are design & manufacturing benefits maximizing
the extent to which d/t product share common components

18. i.Differentiation plan: represents multiple versions of the product
will be different from perspective of the consumer and the market.
•Expressed in language of specifications
ii.Commonality plan: represents different versions of the product
are the same physically

19. Managing the trade-off between differentiation and commonality
The challenge in platform planning is to resolve the tension b/n the desire to
differentiate the products and the desire of these products to share a substantial
fraction of their components.
Several guidelines to managing this tension:
platform designs should be informed by quantitative estimates of cost and
revenue implications
iteration is beneficial
the product architecture dictates the nature of the trade-off b/n differentiation
and commonality e.g. compromise

20. Related system- level design issues
4 step method for establishing the PA guides the early system-level design
activities
Defining secondary systems
additional elements make up ss like safety systems, power systems …
usually involve flexible connections such as wiring and tubing

21. Establishing the architecture of the chunks
•E.g. the use of independently replaceable reservoirs for each ink color
Creating detailed interface specifications
•specified as much more detailed collection of signals, material flows, and
exchange of energy

22. Summary
• Product Architecture: is the scheme by which the functional elements
of a product are arranged into physical chunks
•PA is established during the concept development and system-level
design phases of development
•Product architecture designs have far reaching implications, affecting
such things as product change, product variety, component
standardization, product performance, manufacturability, and product
development management
•A key characteristic of a product architecture is the degree to which it is
modular/integral
•3 modular architectures: slot-modular, bus-modular and sectional
modular

23. •Four step method to structure the decision process, illustrated using desk jet
printer example.
1.Create a schematic of product
2.Cluster elements of the schematic
3. Create a rough geometric layout
4. Identify the fundamental & identical interactions
•PA can enable postponement, the delayed differentiation of the product, which
offers substantial potential cost savings.
•Architectural choices are closely linked to platform planning, balancing of
differentiation and commonality

24. THANK YOU!!
ENAMESEGINALEN!!