Kids will never

1. n t n n m
Managing product development
nh o Tuân – SEP 2011
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2. Tư duy i n m/ ch
va logic kinh doanh
rethinking goods/services &
business logic
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3. m quan ng
Goods – dominant logic  Service - dominant logic
G-D logic  S-D logic
a n m không i do i n t o nên
nh o ra gia a i tiêu ng trong không gian ng a
i tiêu ng mua ng a ch c o ra i nha cung p
đê p như t sư c cho nh o ra gia cho
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4. p t m , n n  bê
c  m năng khai c n chê
c nghi i nha n t
G-D logic, t t m tư đây  t
n n m ???
u
u sư
i
m
p i phu nư o ng nh c gia
nh  m năng khai c vô ng n
c sư a n m c t n
trong không gian a i tiêu ng
S-D logic, t t m tư đây  t n
n m ???
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5. m quan ng
Goods – dominant logic  Service - dominant logic
G-D logic  S-D logic
ng a va ch phương tiên, n c p o ra gia
Kinh doanh nh trao i (Exchange)  tương c (interaction)
o ra gia trong n n o ra gia trong i n
i tiêu ng: i o ra gia
n t: ng o ra gia , o u n o ra gia cho i tiêu ng
(value facilator)
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6. Concept development
t n m/ i m
cho n m
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7. Conceptualize / Conceptualization
nh m, i m a n m
a a conceptualize?
u gi y ra khi ch ng
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8. c sư a n m c t
n trong không gian a i tiêu ng
gi ?
u
u sư
i
m
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9. Printer concept
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10. Air conditioner concept
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11. c sư a n m c t
n trong không gian a i tiêu ng
nh ng i ng u tô gi?
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12. m thê o đê i m a n m
m thê o đê u u sư i m
a i tiêu ng
m thê o đê test 01 concept n m
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13. a n m trong không gian a
i tiêu ng
Vs
Company mission – sư nh a doanh
p
Vd: unilever best food – knorr
true hapiness
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14. Concept Development
Mission Statement
Identify Establish Generate Select a
Refine
Customer Target Product Product
Specifications
Needs Specification Concepts Concept
Analyze Perform Plan Remaining
Competitive Economic Development
Products Analysis Project
Quan m G-D logic  S-D logic ?? Development
Plan
Concept Development

15. Concept Generation Exercise:
Vegetable Peelers

16. Vegetable Peeler Exercise:
Voice of the Customer
• "Cà rốt và khoai tây là rất khác nhau".
"Tôi ng tay."
i."
"Cái này là nhanh chóng, nhưng nó mất rất
nhiều."
"Làm thế nào để t vỏ bí"?
gỉ."
"Điều này nhìn OK trong cửa hàng."

17. Vegetable Peeler Exercise:
Key Customer Needs
1. m.
2. i.
3. i gian
4. n
5. ch
6.
7. i
8. t

18. Vegetable Peelers concept

19. Concept Development & Selection Funnel
concept gener ation
concept scr eening
concept scor ing
concept tes ting
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and Development,
Exhibit 7-4, Chapter 7, 3rd Edition, Irwin McGraw-Hill

20. Concepts
Selection A B C D E
Criteria (Reference)
1
2
3
4
5
Concept Screening Matrix

21. Rate the concepts
Selection
Concepts
Criteria A B C D E
(Reference)
1 0 + 0 + +
2 0 0 0 + 0
3 + 0 0 0 +
4 - + 0 + +
5 - + 0 - +
Concept Screening Matrix
A relative score of: better than (+), same as (O), worse than (-)

22. Rank the concepts
Concepts
Selection A B C D E
Criteria (Reference)
1 0 + 0 + +
2 0 0 0 + 0
3 + 0 0 0 +
4 - + 0 + +
5 - + 0 - +
Sum of +’s 1 3 0 3 4
Sum “0’s” 2 2 5 1 1
Sum of –’s 2 0 0 1 0
Net Score -1 3 0 2 4
Rank 5 2 4 3 1
Continue?
Concept Yes
No Screening Matrix
Combine Revise Yes

23. CONCEPT SCORING
CONCEPTS
A (reference) DF E G+ (revised)
Selection Weight
Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Score Score Score Score
1 5
2 15
3 10
4 25
5 15
6 20
7 10

24. RATING RELATIVE PERFORMANCE
 1 Much worse than reference concept
 2 Worse than reference concept
 3 Same as reference concept
 4 Better than reference concept
 5 Much better than reference concept
CONCEPTS
Selection Weight
A (reference) DF E G+ (revised)
Criteria Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Score Score Score Score
1 5 3 3 4 4
2 15 3 4 4 3
3 10 3 3 5 5
4 25 3 3 2 3
5 15 3 5 4 3
6 20 3 3 2 2
7 10 3 3 3 3

25. CONCEPTS
Selection Weight A (reference) DF E G+ (revised)
Criteria
Rating Weighted Rating Weighted Rating Weighted Rating Weighted
Score Score Score Score
1 5 3 0.15 3 0.15 4 0.20 4 0.20
2 15 3 0.45 4 0.60 4 0.60 3 0.45
3 10 3 0.30 3 0.30 5 0.50 5 0.50
4 25 3 0.75 3 0.75 2 0.50 3 0.75
5 15 3 0.45 5 0.75 4 0.60 3 0.45
6 20 3 0.60 3 0.60 2 0.40 2 0.40
7 10 3 0.30 3 0.30 3 0.30 3 0.30
Total Score 3.00 3.45 3.10 2.05
Rank 4 1 2 3
Continue? No Develop No No

26. Concept Selection Example:
Reusable Syringe
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
EDGE™
Development, Exhibit 7-1, Chapter 7, 3rd Edition, Irwin McGraw-Hill

27. Concept Selection Example:
Reusable Syringe
• Design an improved, reusable syringe with
precise dosage control for outpatient use.
– Current product was too costly and inaccurate
• Seven criteria identified based on stake
holder needs
– Ease of handling, use and manufacture
– Readability of dose settings and accuracy
– Durability and portability
EDGE™

28. Example: Concept Scoring
Concepts
A DF E G+
(reference)
Master Cylinder Lever Stop Swash Ring Dial Screw+
Weighted Weighted Weighted Weighted
Selection Criteria Weight Rating Score Rating Score Rating Score Rating Score
Ease of Handling 5% 3 0.15 3 0.15 4 0.2 4 0.2
Ease of Use 15% 3 0.45 4 0.6 4 0.6 3 0.45
Readability of Settings 10% 2 0.2 3 0.3 5 0.5 5 0.5
Dose Metering Accuracy 25% 3 0.75 3 0.75 2 0.5 3 0.75
Durability 15% 2 0.3 5 0.75 4 0.6 3 0.45
Ease of Manuf acture 20% 3 0.6 3 0.6 2 0.4 2 0.4
Portability 10% 3 0.3 3 0.3 3 0.3 3 0.3
Total Score 2.75 3.45 3.10 3.05
Rank 4 1 2 3
Continue? No Dev elop No No
Karl T. Ulrich and Steven D. Eppinger, 2004, Product Design and
EDGE™
Development, Exhibit 7-7, Chapter 7, 3rd Edition, Irwin McGraw-Hill

29. i p nhân
Topic 1
Concept development
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