Case Analysis on Product Design or Process Design - Term Paper Example

In order to understand better product design, this essay, will be looking at the case analysis of product design at the shipper manufacturing company. Company Overview The Shipper Manufacturing Company started in the aerospace business in the 1960s. In the early years, the company developed and produced the Echo weather satellites, which were launched into space. More recently, the Shipper manufacturing company had diversified into three divisions a) the materials division b) electrical products c) advanced products division, located in Faribault, Minnesota.

Over the years the advanced products division has not been consistent with sales and profits as a result of this the divisions corporate strategy was changed. The Advanced product division manufactured the company’s specialty products for custom orders such as helicopter blade liners and mine stoppers. To produce these, the APD relies on the Materials Division production of laminate plastic materials. The Electrical Products Division is responsible for producing the circuit boards and other electrical products.

The company focuses on providing low volume specialty products to individual short run customers assuring the quality of their products. Strengths According to scholars (Ayres, 1984), in an industrial nation’s economic future may lie in the so called flexible systems of production, technically advanced and skill intensive industries which make customized products. In order to exhibit its strengths the company has to consider criteria’s such as its competitive strengths and its innovative aspects.

The Shipper manufacturing company being based in the United States has an advantage to be in the centre of technology with a higher access to information technology systems that could ease its product design without compromising the customer’s demands. It should also respond to individual customer design demands and adapt new products to the unique requests of the customers; this has been something the shipper manufacturing company has done without equal whilst maintaining high quality standards.

Weaknesses The manual system used at the Shipper manufacturing company incorporate the human component. Frequently, this human component may lead to a muddle or inefficiency mostly caused by delays in production due to negligence or an operative’s error. In addition a manual system of record keeping is used, these records are not transparent and no backups are available in case of an emergency. Opportunities The Shipper manufacturing company will restrict its market development resources to certain market divisions of growth and to shrewd industries where there is a realistic opportunity and presumption of inhabiting a presiding or strong competitive position Threat In measuring threats, the change in business strategy will require a corresponding change in manufacturing strategy.

The business unit is growth oriented with substantial resources directed to new product or new market strategies, making it a medium-to high-risk operation. Recommendation Voice of the customer exercise - The Shipper manufacturing company should hold this exercise to brainstorm and communicate external and internal demands and expectations by customers. In addition the company should ensure that its customers are satisfied. This can be achieved by quality function deployment, define by Akao (1990) as the specific method for ensuring quality thought out at each juncture of product development process.

The author claims that the use of quality function