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Scanned by CamScanner O n e o f S w ia liz e ď s e x is tin g m o u n ta in b ik e s w ith a s u s p e n s io n fo r k . E X H IB IT 6 - 1 C o u rte s y o f S Iw , ia li? e d B ic y c le C o m p o n e n ts P ro d u c t S p e c ific a t io n s ) T E R S ı x Scanned by CamScanner P e s io n s y s te m . T h e s e a r e ju s t d iff e r e n c e s in te r m n o to y . ' o r c e ï e ] to k e y d e s ig n v a r ia b le s o f th e p r o d u c t s u c h a s th e o il v is c o s ity o r s p te ı ls tic s " , n th is w a y . O th e r fir m s u s e " s p e c ilic a tio n s " o r " t e c h n ic a l s p e c ı E P r o d u c t h a s to d o . S o m e firm s u s e th e te rm s " p ro d u c t r e q u ir e m e n ts " o r " e n g ın e e r W e in te n d th e te r m p ro d u c t s p e c ifıc a t Êo n s to m e a n th e p r e c is e d e s c ń p tio n o f w h sp e c ilic a ū o n m ig h t b e th a t " t h e a v e r a g e tim e to a s s e m b ıe th e fo r k to th e fr a m e is le s s th a n 7 5 s e c o n d s . " c o n īr a s t to th e c u s to m e r n e e d th a t " t h e s u s p e n s io n is e a s y to in s ta ll, " t h e c o rre sp o n d in g w h a t th e te a m w ill a tte m p t to a c h ie v e to s a tis f y th e c u s to m e r n e e d s . F o r e x a m p le , m h o w to a d e s s th e c u s to m e r n e e d s , b u t th e y d o r e p r e s e n t a n u n a m b ig u o u s a g r e e m e n t o n m e a s u r a b le d e ta il w iia t th e p r o d u c t h a s to d o . p r o d u c t specifications d o n o t te ll th e te am d e v e lo p m e n t te a m s u s u a lly e s ta b lis h a s e t o f s p e c if ic a tio n s , w h ic h s p e ll o u t in p re c ise , P ro d u c t. T he y s im p ly le a v e to o m u c h m a r g in fo r s u b je c tiv e in te rp r e ta tio n . F o r th is re a so n , c u s to m e r s , t h e y p r o v id e little s p e c ific g u id a n c e a b o u t h o w to d e s i g n a n d e n g in e e r th e w h ile s u c H e x p r e s s io n s a r e h e lp f u l in d e v e lo p in g a c le a r s e n s e o f th e is s u e s o f in te re st to b u m p y tr a ils " a r e t y p ic a l in te rm s o f th e s u b je c tiv e q u a ıity o f th e e x p r e s s io n s ; h o w e v er, " t h e s u s p e n s io n is e a s y to in s ta ll - o r " t h e s u s p e n s io n e n a b le s h ig h - s p e e d d e s c e n ts o n c u s to m e r n e e d s fo r th e s u s p e n s io n f o r k a r e lis te d in T. x h ih it 6 - 2 . C u s to m e r n e e d s s u c h a s C u s to m e r n e e d s a r e g e n e r a lly e x p r e s s e d in th e " la n g u a g e o f th e c u s to m e r , " T he p rim a ry W n a t A r e S p e c if ic a t io n s ? c a n b e c o n s M ıc te d u s in g c o n v e n tio n a l s p re a d s h e e t s o f.

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1  sur  131
Scanned by CamScanner O n e o f S w ia liz e ď s e x is tin g m o u n ta in b ik e s w ith a s u s p e n s io n fo r k . E X H IB IT 6 - 1 C o u rte s y o f S Iw , ia li? e d B ic y c le C o m p o n e n ts P ro d u c t S p e c ific a t io n s ) T E R S ı x Scanned by CamScanner P e s io n s y s te m . T h e s e a r e ju s t d iff e r e n c e s in te r m n o to y . ' o r c e ï e ] to k e y d e s ig n v a r ia b le s o f th e p r o d u c t s u c h a s th e o il v is c o s ity o r s p
te ı ls tic s " , n th is w a y . O th e r fir m s u s e " s p e c ilic a tio n s " o r " t e c h n ic a l s p e c ı E P r o d u c t h a s to d o . S o m e firm s u s e th e te rm s " p ro d u c t r e q u ir e m e n ts " o r " e n g ın e e r W e in te n d th e te r m p ro d u c t s p e c ifıc a t Êo n s to m e a n th e p r e c is e d e s c ń p tio n o f w h sp e c ilic a ū o n m ig h t b e th a t "
t h e a v e r a g e tim e to a s s e m b ıe th e fo r k to th e fr a m e is le s s th a n 7 5 s e c o n d s . " c o n īr a s t to th e c u s to m e r n e e d th a t " t h e s u s p e n s io n is e a s y to in s ta ll, " t h e c o rre sp o n d in g w h a t th e te a m w ill a tte m p t to a c h ie v e to s a tis f y th e c u s to m e r n e e d s . F o r e x a m p le , m h o w to a d e s s th e c u s to m e r n e e d s , b u t th e y d o r e p r e s e n t a n u n a m b ig u o u s a g r e e m e n t o n m e a s u r a b le d e ta il w iia t th e p r o d u c t h a s to d o . p r o d u c t specifications d o n o t te ll th e te am d e v e lo p m e n t te a m s u s u a lly e s ta b lis h a s e t o f s p e c if ic a tio n s , w h ic h s p e ll o u t in p re c ise ,
P ro d u c t. T he y s im p ly le a v e to o m u c h m a r g in fo r s u b je c tiv e in te rp r e ta tio n . F o r th is re a so n , c u s to m e r s , t h e y p r o v id e little s p e c ific g u id a n c e a b o u t h o w to d e s i g n a n d e n g in e e r th e w h ile s u c H e x p r e s s io n s a r e h e lp f u l in d e v e lo p in g a c le a r s e n s e o f th e is s u e s o f in te re st to b u m p y tr a ils " a r e t y p ic a l in te rm s o f th e s u b je c tiv e q u a ıity o f th e e x p r e s s io n s ; h o w e v er, " t h e s u s p e n s io n is e a s y to in s ta ll - o r " t h e s u s p e n s io n e n a b le s h ig h - s p e e d d e s c e n ts o n c u s to m e r n e e d s fo r th e s u s p e n s io n f o r k a r e
lis te d in T. x h ih it 6 - 2 . C u s to m e r n e e d s s u c h a s C u s to m e r n e e d s a r e g e n e r a lly e x p r e s s e d in th e " la n g u a g e o f th e c u s to m e r , " T he p rim a ry W n a t A r e S p e c if ic a t io n s ? c a n b e c o n s M ıc te d u s in g c o n v e n tio n a l s p re a d s h e e t s o ftw a r e . C u s to m e r N e e d s . T h e m e th o d e m p lo y s se v e r a ı ų in 】p į e jn lb m la t io n s y s te m s , a ll o f w h ich th e c u s to m e r n e e d s a r e a lr e a d y d o c u m e n te d tts d e s c r ib e d i n C h a p te r 5 , Id e n tify in g T h is c h a p te r p r e s e n ts a m e th o d f o r e s ta b 1į s łıin g p r o d u c t s p e c if ic a tio n s . W e a s s u m e th a t lik e c o s t a n d w e ig h t? H o w c o u l d t he t ea m r e s o l ve t he i ne v i tab l e t ra d e - o f fs a m o n g p r o d u c t c h a r ac t er istics � s u b s ta n tia l s h a r e o f th e s u s p e n s io n fo r k m a rk e t ?
H o w c o u l d t he t ea m d e v e l op c o n f i de n c e t ha t i ts i nt en d e d p r o d u c t w o u l d g a r n e r a� s u c c e s s o r fa ilu re o f th e re s u ltin g p r o d u c t d e s ig n ? H o w c o u l d t he t ea m a n d i ts s e n i or m a n a g e m e n t a g r e e o n w h a t w o u l d c o n s t itut e� fo r th e re m a in in g d e v e lo p m e n t e f fo r t? H o w co u l d the rel at ive l y s u b j ec t ive c u s t om e r n e e d s b e tran s l at ed i nt o p r ec i se targ e t s� s e v e ra l c h a lle n g e s re s u lt o f th is p ro c e s s th e y h a d a s s e m b le d a lis t o f c u s to m e r n e e d s . T h e y n o w fa c e d o n lo c a l tr a ils , a n d th e y a ls o h a d s p e n t tim e w o rk in g w ith d e a le r s in th e ir s to re s . A s a o f th e te a m h a d in te rv ie w e d le a d u s e rs a t m o u n ta in b ik e r a c e s a n d r e c r e a tio n a l c y c lists a d d itio n to lo g g in g m a n y h o u r s o f r id in g o n s u s p e n d e d b ik e s th e m s e lv e s , t h e m e m b e rs T h e d e v e lo p m e n t te a m h a d s p e n t a g r e a t d e a l o f tim e id e n tify in g c u s to m e r n e e d s , In v id e M g h e r v a l u e fo r th e r e c r e a tio n a l c y c lis t .
fo rk s o n its b ic y c le s (E x h ib it 6 - 1), it w a s in te re s te d in e x p lo ń n g d e s ig n s th a t w o u ld p ro - fo rk fo r th e m o u n ta in b ik e m a r k e t . A lth o u g h th e fir m w a s a lr e a d y s e llin g s u sp e S pe c ia liz e d B ic y c ıe C o m p o n e n ts w a s in te re s te d in d e v e lo p in g a n e w fr o n t s u s p e n Scanned by CamScanner T h e s e s p e c if ıc a tio n S r e p r e s e n t th e h o p e s a n d a s p ira t io n s o f th e te a m , b u t th e y a r e e s ta b - th is is r a r e ly p o s s ib ıe ,
F o r s u c h p ro d u c ts , s p e c ific a tio n s a r e e s ta b lis h e d a t le a s t tw ic e . q u ite w e ll ; th e te c h n o lo g is ts o n th e te a m c a n r e lia b ly c o n c o c t a fo r m u la tio n th a t s a t is -m e e t th o s e s p e c ifİ c a tıo n s . F o r s o m e p r o d u c ts , s u c h a s s o a p o r s o u p , t h is a p p r o a c h w o r k s In a n id e a l w o r ld , t h e te a m w o u ld e s ta b li s h th e p ro d u c t s p e c ific a tio n s o n c e e a r ly in th e W h e n A r e S p e c if ic a t io n s E s t a
b lis h e d ? T h e p ı o d u č t s p e c ifzc a tio n s (p iu r a ı) a r e s im p ly th e s e t o f th e in d iv id u a l s p e c ific a tio n s . (e . g . , s e c o n d s , k ilo g ra m s , jo u le s) . T o g e th e r, t h e m e tric a n d v a lu e fo rm a s p e c ific a tio n . n u m b e r , a r a n g e , o r a n in e q u a lity , V alu e s a r e a lw a y s la b e le d w ith th e a p p r o p ń a te u n its v a lu e o f th is m e tr ic . N o te th a t th e v a lu e m a y ta k e o n s e v e ra l fo rm s , in c lu d in g a p a r tic u la r F o r e x a m p le , " a v e r a g e tim e to a s s e m h le "
is a m e tric , w h ile " le s s th a n 7 5 s e c o n d s " is th e p r e c is e a b o u t a fe w d e f in itio n s . A sp e c ifıc a tio n (s in g u la r ) c o n s is ts o f a m e tr ic a n d a v a lu e . 4 2 0 T h e s u s p e n s io n is s a fe in a c ra s h 5 19 T h e s u s p e n s io n la s ts a lo n g t im e 5 18 T h e s u s p e n s io n c a n b e m a in ta in e d w ith re a d ily a v a ila b le to o ls . 3 17 T h e s u s p e n s io n a llo w s e a s y re p la c e m e n t o f w o r n p a r ts . 1 16 T h e s u s
p e n s io n c a n b e e a s ily a c c e s s e d fo r m a in te n a n c e . 3 1 5 T h e s u s p e n s io n is n o t c o n t a m in a te d b y g ru n g e . 5 1 4 T h e s u s p e n s io n is n o t c o n t a m in a te d b y w a te r. 5 1 3 T h e s u s p e n s io n is a « o rd a b le fo r a n a m a te u r e n th u s ia s t . 5 12 T h e s u s p e n s io n in s t ills p rid e 5 1 1 T h e s u s p e n s io n w o rk s w it h fe n d e rs . 1 10 T h e s u s p e n s io n is e a s y to in s ta ll 1 T h e s u s
p e n s io n ltm · w id . . ' "e t y o f b ik . . , w h e e l s , a n d - - - - 了 9 P ro v id e s s ti 仟 m o u n t in g p o in t s fo r t h e b ra k e s . 8 T h e s u s p e n s io n is li g h tw e ig h t . 7 T h e s u s p e n s io n re m a in s rig id d u rin g h a rd c o rn e rin g . 4 6 T h e s u s p e n s io n p re s e rv e s t h e s te e rin g c h a ra c te ris tic s o f th e b ik e . 4 5 T h e s u s p e n s io n a llo w s s e n s itiv ity a d ju s t m e n t . 3 4 T h e s u s p e n s io n
e n a b le s h i g h - s p e e d d e s c e n ts o n b u m p y t ra ls . 5 3 T h e s u s p e n s io n a llo w s e a s y tra v e rs a i o f s lo w , d iffic u lt te rra in . 2 2 T h e s u s p e n s io n re d u c e s v ib ra t io n t o t h e h a n d s . 3 1 T h e s u s p e n s io n N e e d lm p · N o . 9 3 p r o d u u S p e c ifī c a lio n s
Scanned by CamScanner th e p r o d u c t c o n c e p t a c tu a lly s e le c te d . in th e m a r k e tp la c e . L a te r th e s e s p e c ific a tio n s w ill b e re fin e d b a s e d o n th e lim ita tio n s g o a ls o f th e d e v e lo p m e n t te a m , d e sc rib in g a p ro d u c t th a t th e te a m b e lie v e s w o u ld su c c e e d re a s o n , s u c h p re lim in a ry s p e c ific a tio n s a re la b e le d " t a r g e t s p e c ific a tio n s . " T he y ar e th e c o n tin g e n t u p o n th e d e ta ils o f th e p ro d u c t c o n c e p t th e te a m e v e n tu a lly s e le c ts . f · o r this a g g r e s s iv e s p e c if ic a tio n s . A c tu a lly m e e tin g th e sp e c ific a tio n s e s ta h lish e d a t th is p o in t is tu rin g c o s t o f $ 3 0 , a n d th e b e s t d e s c e n t tim e o n th e te s t tr a c k , a s t h e s e a re th re e q
u ite in a d v a n c e th a t it w ill b e a b le to a c h ie v e s im irlta n e n u s l y a m a s s o f İ k ilo g ra m , a manufac c a lly fe a s ib le . F o r e x a m p le , in d e s ig n in g a s u s p e n s io n fo r k , t h e te a m c a n n o t a ssu m e p r o m is in g o n e (s ) s e le c te d . A n a rb itra ry s e ttin g o f th e specifications m a y n o t b e te c h n i - n e e d s h a v e b e e n id e n tifie d b u t b e fo re p ro d u c t c o n c e p ts h a v e b e e n g e n e r a te d a n d th e m o st A s E x h ib it 6 - 3 illu s tra te s , t h e ta rg e t s p e c ific a tio n s a r e e s ta h lis h e d a f te r th e c u s to m e r E s t a b lis h in g T a r g e t S p e c if ic a t io n s th e s e c o n d is fo r s e ttin g th e final sp e c ific a tio n s a fte r th e p ro d u c t c o n c e p t h a s b e e n se le c te d , Ľ lis c h a p te r p re s e n ts tw o m e th o d s : th e fir s t is fo ľ e s ta h lis h ìn g ił1e ta rg ę t s p e c ific a tio n s a n d in f o r m a tim n s y s te m s u s e d b y th e te a m th r o u g h o u t th e d e v e ļ o p ın e n t p r o c e s s .
im p lic a tio n s fo r th e b u s in e s s . T h e lis t o f p ro d u c t s p e c iń c a tra iìs is a ls o o n e o f th e k e y te a m a g r e e s to a c h ie v e , t h e p r o je c t s c h e d u le , t h e re q u ir e d r r s o u r c e s , a n d th e e c o n o m ic b o o k T h e c o n tra c t b o o k (d e sc rib e d in C h a p te r 1 9 , M a n a g in g P ro je c ts ) s p e c ifie s w h a t th e e le m e n ts o f th e d e v e lo p m e n t p la n , w h ic h is u s u a lly d o c u m e n te d in th e p ro je c t ' s c o n t r a c t d e v e lo p m e n t p r o c e s s in E x h ib it 6 - 3 . N o te th a t th e fin a l s p e c ific a tio n s a re o n e o f th e k e y T he tw o s ta g e s in w h ic h s p e c ific a tio n s a r e e s ta h lis h e d a r e s h o w n a s p a r t o f th e c o n c e p t o u t th e d e v e lo p m e n t p r o c e s s . b u t w e n o te th a t in s o m e o r g a n iz a tio n s s p e c if ic a tio n s a re r e v is ite d m a n y tim e s th ro u g h - p ro d u c t . F o r s im p lic ity , w e p re s e n t a tw o - s ta g e p r o c e s s fo r e s ta h ıis h in g s p e c ific a tio n s ,
m u s t fr e q u e n tly m a k e h a r d tr a d e - o f Fs a m o n g d iff e re n t d e s ir a b le c h a r a c te r is tic s o f th e c o n s tr a in ts a n d th e e x te d p ro d u c tio n c o s ts . T o s e t th e ßn a l s p e c ifzc a tio n s , t he te am s e le c te d . T h e te a m re v is its th e s p e c ific a tio n s w h ile a s s e s s in g th e a c tu a l te c h n o ln g ic a l th is re a s o n , t h e ta rg e t s p e c if ic a tio n s m u s t b e r e f in e d a f te r a p r o d u c t c o n c e p t h a s b e e n m a y e x c e e d o th e r s , d e p e n d in g o n th e p ro d u c t c o n c e p t th e te a m e v e n tu a ll y s e le c ts . For c a n b e a c h ie v e d . T h e te a m ' s e ffo rts m a y fa il to m e e t s o m e o f th e s e s p e c ific a tio n s an d th e fin a l s p e c ific a tio n s m u s t w a it u n til a fte r th e p ro d u c t c o n c e p t
h a s b e e n s e le c te d . E X H ıB ıT 6 - 3 T h e c o n c e p t d e v e lo p m e n t p ro c e s s . T h e ta rg e t s p e c ific a tio n s a r e s e t e a r ly in th e p r o c e s s , b u t s e t t i n g P ro to ty F = Ħ Scanned by CamScanner q u ite u s e f u l fo r r e p r e s e n tin g th i s m a p p in g . h o w e v e r , in w h ic h th e m a p p in g fr o m n e e d s to m e tric s is c o m p le x , a n d th e m a tr ix c a n b e a lo n g s id e th e lis t o f m e tric s ( th e s e c o n d c o lu m n in E x h ib it 6 - 4 ). T h e r e a r e s o m e c a s e s ,
ju s t a s e a s ily c o m m u n ic a te d b y ıi s tin g th e n u m b e r s o f th e n e e d s r e la te d to e a c h m e tric C īa iıs in g , 19 8 8 ). In m a n y c a s e s , w e fin d th e in fo rm a tio n in th e n e e d s - m e tr ic s m a tr i x i s a g r a p h ic a l te c h n iq u e u s e d in Q u a lity F ıłn c tio n D e p lo y m e n t, o r Q F D (H a u s e r a n d p ro d u c t s a tis f ie s th e c u s to m e r n e e d . T h is m a trix is a k e y e le m e n t o f th e H o u s e o f g u a E z) , a r e r e la te d p e rfo r m a n c e re la tiv e to th e m e tric w ill in f lu e n c e th e d e g re e to w h ic h th e m a r k in a c e ll o f th e m a tr ix m e a n s th a t th e n e e d a n d th e m e tric a s s o c ia te d w ith th e c e ll s p o n d to
th e c u s to m e r n e e d s , a n d th e c o lu m n s o f th e m a trix c o rr e s p o n d to th e m e tric s . A A n e x a m p le n e e d s - m e tric s m a trix is s h o w n in E x h ib it 6 - 5 . T h e ro w s o f th e m a tr ix c o lr e - A s im p ıe n e e d s - m e tr ic s m a tń x re p re s e n ts th e re la tio n s h ip b e tw e e n n e e d s a n d m e tric s . M o u n ta in B ik e m a g a z in e .) " m a x im u m v a lu e fro m th e M o n s te r . " (th e " M o n s te r ' ' is a s u s p e n s io n te s t d e v e lo p e d b y in c lu d in g , fo r e x a m p le , t h e m e tric s " a t t e n u a t io n fro m o p o u t to h a n d ıe b a r a t 1 0 H z
" a n d ro u g h tra ils . M e te a m m a y c o n c lu d e th a t s e v e ra l m e tric s a r e r e q u ir e d to c a p tu r e th is n e e d , v ib ra tio n c a n b e tr a n s m itte d , in c lu d in g s m a ll b u m p s o n le v e t r o a d s a n d b ig b u m p s o n to tr a n s la te ın to a s in g le m e tń c , b e c a u s e th e r e a re m a n y d iĦ e r e n t c o n d itio n s u n d e r w h ic h t h e n e e d fo r th e fo rk to r e d u c e v ib ra tio n to th e u s e r ' s h a n d s m a y b e e v e n m o re d iĦic u lt in te r a c tio n s w ith c u s to m e r s . u n d e r s ta n d i n g o f th e m e a n in g o f e a c h n e e d s t a te m e n t d e r iv e d f r o m f i r s th a n d d ir e c tly in v o ıv e d in id e n tify in g th e c u s to m e r n e e d s . In th is w a y th e te a m c a n r e ly o n its o f th e tr a n s la tio n F r o e s s . T h o s e e s ta b lis h in g th e s p e c ific a tio n s s h o u ld h a v e b e e n m a te ly m a y le a d tc w o r k e - in ju ry o r d e a le r f r u s tra tio n . B e c a u s e o f th e
im p re c is e n a tu r e e x tr e m e ly fa s t b u t r e q u ir ' e a n a w k w a 】 · d a n d p a in f u l s e t o f f in g e r a c tio n s , w h ic h u ıti - tio n . Is a s s e m b ly tim e r e a lly id e n tic a l to e a s e o f in s ta lla tio n ? T h e in s ta lla tio n c o u ld b e a s s e m b ly o f th e fo r k to th e fra m e ; h o w e v e r , n o t e t h e p o s s ib le s u b tle tie s in th is tr a n s la - m a y c o n c lu d e th a t th is n e e d is la rg e ıy c a p tu r e d b y m e a s u ń n g th e tim e r e q u ir e d f o r F o r e x a m p le , c o n s id e r th e n e e d th a t th e s u s p e n s io n b e " e a s y to in s ta ll . " T h e te a m is o n e a n d o n ly o n e m e tric fo r e a c h n e e d . In p r a c tic e , t his is fre q u e n tly n o t p o s s ib le . p ro d u c t w ill re fle c t th e d e to w h ic h th e p ro d u c t s a tis fie s th a t n e e d . In th e id e a l c a s e , t h e re
c o n te m p la te e a c h n e e d in tu m a n d to c o n s id e r w h a t p lle c is e , m e a s u r a b le c h a ra c te ń s tic o f th e A lis t o f m e tric s is s h o w n in E x h ib it 6 - 4 . A g o o d w a y to g e n e ra te th e lis t o f m e tr ic s is to s w ific a tio n s w ill th e pe fo re le a d to s a tisfa c tio n o f th e a s s o c ia te d c u s to m e r n e e d s . c u s to m e r n e e d s to a s e t o f p r e c is e , m m s u r a ble specifications s p o s s ib le a n d th a t m e e tin g th e e n tir e c o n c e p t o f s p e c ific a tio n s . T h e w o rk in g a s s u m p tio n is th a t a tra n s la tio n fr o m P ro d u c t satis fies th e c u s to m e r n e e d s . T h e re la tio n s h ip b e tw e e n n e e d s a n d m e ır ic s is c e n tra l to T h e m o s t u s e fu l m e tric s a ie th o s e th a t re fle c t a s d ire c tly a s p o s s ib le th e d e g re e to w h ic h th e S te p 1 P r e p a r e t h e 나 姓 o f M e t r lc l 4 . R e f le c t o n th e re s u lts a n d th e p ro c e s s . 3 . S e t id e a l a n d m a rg in a lly a c c e p ta b le ta rg e t v a lu e s . 2 . C o lle c t c o m p e titiv e b e n c h m a r k in g in fo rm a tio n . 1. P re p a r e th e lis t o f m e tric s .
T h e p r o c e s s o f e s ta b lis h in g th e ta r g e t s p e c ific a tio n s c o n ta in s fo u r s te p s Scanned by CamScanner ñ c a tio n s a ls o in d ic a te w ila t th e p r o d u c t m u s t d o , b u t n o t h o w th e s p e c ific a tio n s w i l o f th e w h a t - n o t - )io w p r in c ip le in tr o d u c e d in C h a p te r 5 . A s d o c u s to m e r n e e d s , s p e e l M e i ri cs sh o u l d be de p e n d e ızt, ııo t in d e p e n d e ııt, v a r i a b l e s . T h i s gu i de l ine is a va r ian t � c u s to m e r n e e d . n e e d . In p r a c tic e , s e v e r a l m e tr ic s m a y b e n e c e s s a r y to c o m p le te ly r e f le c t a s in g le m e tr ic , a n d th e v a lu e o f th a t m e tū c w o u ld c o rr e la te p e rfe c tly w ith s a tis fa c tio n o f th a t M e e s sl zo u l ď be co m p l e t e . I de a l ly ea c h cu s t om e r ne e d wo u l d co r re s p o n d to a si ng l e� A fe w g u id e lin e s s h o u ld b e c o n s id e r e d w h e n
c o n s tr u c tin g th e lis t o f m e lr ic s a re a ls o s h o w n . " S u b j. " Is a n a b b re v ia tio n in d ic a tin g th a t a m e tric is s u b je c tiv e . E X H IB ıT 6 -4 L is t o f m e tr ic s fo r th e s u s p e n s io n . Th e re la tiv e im p o rta n c e o f e a c h m e tric a n d th e u n its f o r th e m e u ic 2 6 2 0 B e n d in g s t re n g th (fro n t a l lo a d in g ) 5 k N 2 5 2 0 J a p a n In d u s t ria l S ta n d a rd s te s t 5 B in a ry 24 19 M o n s te r c y c le s to fa ilu re 5 C y c le s 2 3 19 U V te s t d u ra tio n to d e g ra d e r u b b e r p a r ts 5 h r 2 2 1 7 , 1 8 S p e c ia l to o ıs re q u ire d ío r m a in t e n a n c e 3 L is t
2 1 16 , 1 7 T i m e t o d is a s s e m b lc . !a s s e m b le fo r m a in te n a n c e 3 s 2 o 15 lÆ . . In m u d c h a m b e r w it h o u t c o n t a m in a t io n 5 k - c y c le s 19 14 II " in s p ra y c h a m b e r w irh c u t w a te r e n t ry 5 18 13 U n it m a n u fa c tu rin g c o s t 1 5 U S $ 17 12 In s t ills p rid e 5 S u b j. 16 1 1 F e n d e r c o m p a t ib ility 1 L is t 15 10 T im e to a s s e m b le to fra m e 1 s 14 9 M a x im u m t ire w id th 5 in . 13 9 W n e e l s iz e s 5 L is t 5 m m12 9 S te e rtu b e le n g t h 1 1 9 H e a d s e t s iz e s 5 in . 10 8 La te ra l s tiffn e s s a t b ra k e p iv o t s 2 k N / m
9 7 To ta l m a s s 4 k g 3 kN /m8 6 La te ra l s t iffn e s s a t w ï m m 7 5 R a k e o ffs e t 3 m m 6 5 M a x im u m tra v e l (2 6 - in . w h e e l) 3 5 4 D a m p in g c o e ffic ie n t a d j u s tm e n t ra n g e 3 N - 5 /m 4 1 , 3 u m d e s c e n t t im e o n t e s t t ra c k 5 5 g3 1 , 3 IL 们 u m v a ıu e fr o m t h e M o n s te r 3 N 2 2 , 6 S p rin g p r e ıo a d 1 , 3 . A « e n u a t io n * o m d ro p o u t t o h a n d le b a r a t 1 0 H z 3 B M e t ric N o . N e e d N o s _
M e t r ic ım p . U n it s Scanned by CamScanner th e b e s t a p p r o a c h p o s s ib le . sp e c ilic a tio n s , d e s ig n e rs a r e le ft w ith th e fre e d o m to a c h ie v e th e s p e c ific a tio n s u s in g o r o u tp u t v a r ia b l e s ) in th e d e s ig n p f o b le m . B y u s in g d e p e n d e n t v a r ia b İ e s f o r th e u c t a n d s h o u l d th e re fo r e b e th e d e p e n d e n t v a ria b le s ( i . e . , th e p e rfo rm a n c e m e a s u r e s
d im e n s io n s a n d m a te ria ls c h o ic e s . M e tric s s p e c ify th e o v e ra ll p e r f o rm a n c e o f a p r o d - b e c a u s e it a r is e s fr o m o th e r in d e p e n d e n t d e c is io n s th e d e s ig n e r s w ill m a k e , s u c H a s m a te ń a l u s e d fo r th e fo rk , In o th e r w o r d s , d e s ig n e r s c a n n o t c o n tr o l m a s s d ir e c tly a re d e p e n d e n t, s u c h a s th e m a s s o f th e fo r k , a n d s o m e a r e in d e p e n d e n Ą s u c h a s th e b e a c h ie v e d . D e s ig n e r s u s e m a n y ty p e s o f v a ria b le s in p r o d u c t d e v e lo p m e n t ; s o m e EX H ıB IT & 5 th e n e e d s - m e a ic s m a trix . Scanned by CamScanner
p biį c a tio n s e x p la in in g th e te c h n iq u e a re r e fe re n c e d a t th e e n d o f th e c h a p te r . a n a ly s is m a y b e u s e f u l . C o n jo in t a n a ly s is is d e s c ń b e d b ń e f ly la te r in th is c h a p te r lish in g th e re la tiv e im p o r ta n c e o f th e s e s p e c i f i c a t i o n s s c ń tic a ı1y im p o r ta n t, c o n jo th a n th ro u g h a fo rm a l a lg o rith m . W n e n th e re a r e re la tiv e ly fe w s p e c ific a tio n s a n d e st a b - w e ig h tin g s c a n b e s t b e d e te rm in e d th ro u g h d is c u s s io n a m o n g th e te a m m e m b e r s , r a t he r e ıa tio n s h i p s . W e b e lie v e th a t th e re m e e n o u g h s u b tle tie s in th is p r o c e s s th a t im p o rta n c e c o n s id e ń n g th e im p o r ta n c e s o f th e n e e d s to w h ic h it r e la te s a n d th e n a tu r e o f th e s e m e tric is r e la te d to m o r e th a n o n e n e e d , t h e im p o r ta n c e o f th e m e tric is d e te r m in e d b y ra tin g o f th e n e e d b e c o m e s th e im p o r ta n c e r a tin g o f th e m e tr ic . F o r c a se s in w h ic h a
it re fle c ts . F o r c a s e s in w h ic h a m e tū c m a p s d ir e c tly to a s in g le n e e d , t h e im p o rta n c e T h e im p o rta n c e ra tin g o f a m e tric is d e riv e d fro m th e im p o rta n c e r a tin g s o f th e n e e d s " L. ist " a n d " B in a r y " in th e u n its c o lu m n . ) th e s ta n d a r d s a fe ty te s t, t h e v a lu e is p a s s /fa iİ . (W e in d ic a te th e s e tw o c a s e s b y e n te ń n g o f th e m e M c is a c tu a lly a lis t o f fe n d e r s ra th e r th a n a n u m b e r . F o r th e m e tr ic in v o lv in g ıis ū n g th e m o d e ls o f fe n d e r s w ith w h ic h th e f o r k is c o m p a tib le . İ n th is c a s e , t h e v a lu e n e e d th a t th e s u s p e n s io n " w o r k s w ith fe n d e r s " is b e s t tr a n s la te d in to a s p e c ific a tio q
a lıd s e c o n d s h o w e v e s o in e m e tric s w ill n o t le n d th e m s e ı d . T o n u m e r ic a l v a lu e s . Th e m e a s u re m e n t a r e m o s t c o m m o n Į y c o n v e n tio n a l e n g in e e r į ï Į u r its s u c h a s k ilo g r a m s th e u n its o f m e a s u re m e n t a n d a n im p o r ta n c e r a tin g f o e a c h m e tr ic . T h e u n its o f In a d d it io n to d e n o tin g th e n e e d s r e Į a te d to e a c h m e tr ic , E x h ib it 6 - 4 c o n ta in s in c lu d e a m e tr ic u s e d b y th e m e d ia th a t h a s little in tr in s ic te c h n ic a l m e r it . M gh p e rfo rm a n c e in th e m e d ia e v a lu a tio n s is in its e lf a c u s to m e r n e e d a n d c h o o s e to w o rk w ith th e m e d ia to r e v is e th e c r ite r ia İ n a fe w c a s e s , t h e te a m m a y c o n c lu d e th a t id e n tifie d , t h e n it s h o u ld e n s u re d ıa t a n e e d h a s n o t b e e n o v e r lo o k e d a n d /o r s h o u ld re la tio n s h ip b e t w e e n th e c rite ria u s e d b y th e m e d i a a n d th e c u s to m e r n e e d s it h a s in c lu d e d " m a x im u m v a lu e fro m th e M o n s te r "
a s a m e tr ic . If th e te a m c a n n o t fin d a e q u ip p e d w i th th e fo r k r u n s o v e r a b lo c k 5 0 m illim e te r s ta ll . F o r th is r e a s o n , t h e te a m w h ic h m e a s u r e s th e v e r tic a l a c c e le r a tio n (in g ' s ) o f th e h a n d le b a r s a s a b ic y c le in g to th e s e c rite ria . M o tin ta i n B ik e m a g a z in e u s e s a te s t m a c h in e c a lle d th e M o n s te Ļ ]cn o w s w h a t th e e v a lu a tio n c rite ria w ill b e , t h e n it s h o u ld in c lu d e m e tric s c o rre sp o n d - m a g a z in e s , If th e te a m k n o w s th a t its p ro d u c t w il l b e e v a lu a te d b y th e tr a d e m e d ia a n d R e p o n s , o n v a r io u s In te rn et s ite s , o r , in o u r c a s e , in B ic y c E n g a n d M o u n ta in B ik e e v a lu a tio n s . S u c h e v a lu a tio n s a r e fo u n d , fo r e x a m p l
e , in W u ła r S c ie n c e , C o n s u m e r M a n y c u sto m e rs in v a rio u s m a r k e ts b u y p r o d u c ts b a s e d o n in d e p e n d e n tly p u b lis h e d H ıe m e tric s s h o u ıd in c lu d e tłıe p o p ıtla r e r ite r ilıfo r c o m p a ris o n in th e m a r lte tp ıa c e . c o n firm ıh a t th e s p e c ifi c a tio n is s a tis fie d ; fo r e x a m p le , by a p a n e l o f c u sto m e rs . by e n te ń n g " S u b j, " in th e u n its c o lu m n . ) H o w e v e r , th e te a m s till h a s to d e c id e h o w t n e e d s ta te m e n t a s a s p e c ific a tio n a n d n o te s th a t th e m e u ic is s u b je c tiv e . (W e in d ic a te th i b ike m a rk e t, bu t h o w c a n p ń d e b e q u a n tifıe d ? In th e s e c a s e s , th e te a m s im p ly re p e a ts t pe n s io n n s tills p ń
d e m a y b e q u ite c ritic a l to s u c c e s s in th e fa s h io n - c o n s c io u s m o u n ta i So m e n e e d s c a n n o t e a s ily b e » a łıs ıM e d iıtıo q u a n tilia b le m e tr ic s . T h e needMate b e , ly e v a lu a te d b y th e te a lı1. c s w b e d ir e c tly o b s e r v a b le o r a n a ly z a b le p r o p e r t ie s o th e p c a o n Ly b e m e a s u r e d b y a s c . E n tiñ c a b o ra to ry c tic a L d , o t r e t h e : e a m o d e
Scanned by CamScanner is s e t to b e a t m o s t 1 . 4 k ilo g r a m s . s m a lle r v a lu e s b e in g b e tte r . F o r e x a m p le , t h e v a lu e f o r th e m a s s o f th e s u s p e n s io n fo r k A t mo s t X T h e s e specificatjons es t ab l ish tar ge t s for t he up p E R bo u n d on a me t ric, w i th� to b e a t le a s t 3 2 5 k ilo n e w to n s/m e te r . h ig h e r is s till b e tte r . ĺ · o r e x a m p le , t h e v a lu e o f th e b r a k e m o u n tin g s tif fn e s s is s p e c ifıe d A t ka s t X T h e s e sp e c i fica t io n s es t ab l ish t ar g e t s for t he low e r bo u n d on a me t ńc , b u t � T he r e a r e fiv e w a y s to e x p r e s s th e v a lu e s o f th e m e tr ic s a fte r th e p r o d u c t c o n c e p
t h a s b e e n s e le c te d . s ta g e s o f c o n c e p t g e n e ra tio n a n d c o n c e p t s e le c tio n , a n d fo r r e f in in g th e s p e c ific a tio n s p ro d u c t c o m m e rc ia lly v ia b le . B o th o f th e s e ta r g e ts a re u s e f u l in g u id in g th e s u b s e q u e n t m a r g in a lly a c c e p ta b le v a lu e is th e v a l u e o f th e m e tń c th a t w o u ld ju s t b a r e ly m a k e th e a tty a c c e p ta b le v a lıłe . T h e id e a Į v a lu e is t h e b e s t re s u lt th e te a m c o u ld h o p e fo r . T h e v a in e s f o r th e m e tr ic s . T w o ty p e s o f ta r g e t v a lu e a r e u s e f u l : a n id e a l v a lu e a n d a m a rg in - In th is s te p , t h e te a m s y n th e s i z e s th e a v a ila b le in f o r m a tio n to a c tu a lly s e t th e ta r g e t S t e p 3 S e t ıd e a ı a n
d M a r g in a ıly A c c e p t a b le T a r g e t V a lu e s p e titiv e v a lu e s o f th e m e tric s (E x h ib it 6 - 6) s h o u ld b e c re a te d . d is c r e p a n c ie s b e tw e e n t h e tw o a r e in s tr u c tiv e . A t a m in im u m , a c h a r t s h o w in g th e c o m - c o n ta in e d in a b o o k b y U r b a n a n d H a u s e r ( 1 9 9 3 ) . B o th c h a r ts c a n b e u s e f u l a n d a n y in g . S o m e te c h n iq L e s fo r m e a s u r in g c u s to m e r s ' p e r c e p tio n s o f s a tis f a c tio n o f n e e d s a r e c o lle c ū n g c u s to m e r p e r c e p tio n d a ta , w h ic h c a n a ls o b e v e ry e x p e n s iv e a n d tim e c o n s u m -
r e la tiv e d e g r e e to w h ic h th e p r o d u c ts s a tis fy th e ir n e e d s . C o n s tr u c tin g th is c h a r t r e q u ir e s p r o d u c ts (s e e E x h ib it 6 - 7 ). T h is c h a rt is u s e d to c o m p a r e c u s to m e r s ' p e r c e p tio n s o f th e c o r r e s p o n d in g to th e c u s to m e r n e e d s a n d c o lu m n s c o r r e s p o n d in g to th e c o m p e ti ti v e A n a lte r n a tiv e c o m p e ti t iv e b e n c h m a r k in g c h a r t c a n b e c o n s t r u c t e d w it h r o w s v a lu e s o f th e k e y m e tr ic s s h o u ld b e v e r ifıe d b y in d e p e n d e n t te s tin g o r o b s e r v a tio n . ta in e d in c o m p e tito r s ' c a t a lo g s a n d s u p p o r tin g lite r a tu re a r e n o t a c c u r a te .
W h e r e p o s s ib le , w ith o u t h a v in g th is ty p e o f in fo r m a tio n . A w o r d o f w a r n in g S o m e tim e s t h e d a ta c o n - in v e s tm e n t o f tim e is e s s e n tia l, a s n o p r o d u c t d e v e lo p m e n t te a m c a n e x p e c t to s u c c e e d e s tim a rin g th e p r o d u c tio n c o s ts o f th e m o s t im p o r ta n t c o m p e ti tiv e p r o d u c ts ; h o w e v e r , t his v e ry tim e c o n s u m in g , in v o lv in g ( a t th e le a s t) p u r c h a s in g , t e s t in g , d i s a s s e m b l in g , a n d th e v a lu e s o f th e m e tr ic s a r e s im p ly e n te r e d d o w n a c o lu m n . G a th e r in g th e s e d a ta c a n b e T h e b e n c h m a r k in g c h a r t is c o n c e p tu a lly v e ry s im p le . F o r e a c h c o m p e titiv e p r o d u c t , is o n e o f th e
" r o o m s " in th e H o u s e o f Qualiı, d e s c ń b e d b y H a u s e r a n d C la u s in g . ) a s a s im p le a p p e n d a g e to th e s p re a d s h e e t c o n ta in in g th e l is t o f m e tr ic s . (T h is in f o r m a tio n e s ta b lis h e d in s te p 1 . N o te th a t th e c o m p e titiv e b e n c h m a r k in g c h a r t c a n b e c o n s tr u c te d c o lu m n s o f th e c h a r t c o r r e s p o n d to th e c o m p e titiv e p r o d u c ts a n d th e r o w s a r e th e m e tr ic s A n e x a m p le o f a c o m p e t itiv e b e n c h m a r k in g c h a r t is s h o w n i n E x h ib it 6 - 6 . T h e In fo rm a tio n o n c o m p e tin g p ro d u c 田 m u s t b e g a th e r e d to s u p p o r t th e s e p o s itio n in g d e c is io n s . d e ta ile d p o s itio n in g o f its p ro d u c t r e la đv e to e x į s tin g p r o d u c ts , b o th its o w n a n
d c o m p e tito r s ' . m a rk e 中 la c e , t h e ta rg e t s p e c ific a tio n s a re th e la n g u a g e th e te a m u s e s to d is c u s s a n d a g re e o n th e e n te re d th e p ro d u c t d e v e lo p m e n t p ro c e s s w ith s o m e id e a o f h o w it w is h e s to c o m p e te in th e pe titiv e p ro d u c ts is p a ra m o u n t in d e te rm in in g c o m m e rc ia l s u c c e s s . W n ile th e te a m w ill h a v e U n le s s th e te a m e x p e c ts to e n jo y a to ta l m o n o p o ly , t h e re ıa tio n s h ip o f th e n e w p ro d u c t to c o m - S t e p 2 C o ıle c t C o m p e t it iv e B e n c h m a r k in g ın f o r m a t io n Scanned by CamScanner p ra c tic e is to u se E n g lis h u n its fo r th e se a n d se v e r a l o th e r c ritic a l b ic y c , e d ım e n
c h o ic e s . F o r e x a m p le , t he h e a d s e t d ia m e te rs a re 1 . 000 , 1. 12 5 , o r 1 . 2 50 in c h e s A Se to f cr e tt ? y a h te s S o m e m e h ic s w ill h a v e v a lu e s c o rr e sp o n d in g to s e v e ra l d is c be e x p re s se d a s a " b e tw e e n X a n d Y " s p e c ific a tio n . a tio n , t h e te a m re a liz e s th a t w h a t in itia lly a p p e a r s a s a n " e x a c t ly X " s p e c ific a tio n c a b e c a u s e s u c H sp e c ific a tio n s s u b s ta n ū a lly c o n s tr a in th e d e s ig n . O fte n , u p o n re c o n sid e m e tric is s e t to 3 8 m illim e te rs . ıh is ty p e o f s p e c ilic a tio n is to b e a v o id e d if p o ss i b le a n y d e v ia tio n d e g ra d in g p e rfo r m a n c e . F o r e x a m p le , t h e id e a l v a lu e fo r th e ra k e o ilse t E
t t y X T ħe s e spe c i fica t ion s es t ab l ish a tar ge t of a pa r t icu t ar va l ue of a me t ric, w i th� n e w to n s . A n y m o re a n d th e su sp e n sio n is h a rsh a n y le s s a n d th e s u s p e n s io n is to o b o u n c y , o f a m e tric . Fo r e x a m p le , t he v a lu e fo r th e sp rin g p re lo a d is s e t to b e b e tw e e n 4 8 0 a n d 8 0 0 B e h p e e n Xa n d } T h e s e spe c i lica t ion s es t ah l ish bo t h up p E R an d low e r b o u n d s for the va l ue � E X H IB ıT 6 - 6 C o m p e titiv e b e n c h m a r k in g c h a r t b a s e d o n m e tric s . J . h e e l s iz e s 园园 2 6 in . 2 6 in . m @ 2 6 in . 12 9 S te e rtu b e le n g t h 5 m m 2 5 5 2 1 5 2 1 0 2 3 0 2 2 0 N A 2 3 0 1 9 0 1 9 0 2 1 0 2 10 2 10 16 5 1 7 0 1 9 0 1 9 0 18 0 1 4 0 1 5 0 1 7 0 1 5 0 15 0 1 5 0 1 1 9 H e a d s e t s iz e s 5 in . 1 . 12 5 1. 2 5 0 1 , 12 5 1 . 2 5 0 1 . 1 2 5 N A 1 . 0 0 0 ? . 12 5 1 . 0 0 0 1 . 12 5 1 . 0 0 0 1 . 0 0 0 1 . 0 0 0
" 舀匹敬 回 国 。 。 。。 。 ， 国 阢 匡 8 1 6 ££ :ffn e s s : = 4 3 4 6 3 3 3 8 R o x R o x G Scanned by CamScanner s h o w s th e ta r g e t s a s s ig n e d fo r th e s u s p e n s io n fo rk .p re d ic ta b le ) , a n d th e p r o d u c ť S m is s io n s ta te m e n t a n d ta rg e t m a rk e t s e g m e n t . E x h . B i 6 - 8p e tin g p r o d u c ts a v a ila
b le a t th e ti m e , c o m p e tito rs ' fu tu re p ro d u c t c a p a b ilitie s (if th e s e a ' e s e t th e ta r g e t v a lu e s , t h e te a m h a s m a n y c o n s į d e ra tio n s , in c lu d in g th e c a p a b ility o f c o m fa c ilita te d b y th e m e tric - b a s e d c o m p e titi v e b e n c h m a r k in g c h a r t s h o w n in E x h ib it 6 - 6 . T o bo th th e m a rg in a lly a c c e p ta b le a n d id e a l ta rg e t v a lu e s fo r e a c h m e tric . ıh e s e d e c is io n s a r e
th e ta r g e t s p e c if ıc a tio n s . T h e te a m s im p ıy p ro c e e d s d o w n th e lis t o f m e tr ic s a n d a s s ig n s U s in g th e s e fiv e d if fe r e n t ty p e s o f e x p r e s s io n s fo r v a lu e s o f th e m e tric s , t h e te a m s e ts w e re c o m m e n d th a t th is l e v e l o f c o m p le x ity n o t b e in tro d u c e d u n til th e fin a l p h a s e o f th e fe e ls th is le v e l o f c o m p le x ity i s w a rr a n te d , s u c h ta rg e ts c a n e a s ily b e in c lu d e d , a lth o u g h th a n 2 0 p e r c e n t o f th e la te r a l s tiff n e s s a t th e b r a k e p ıv o ts . " In a p p lic a tio n s w h e re th e te a m w e m a y w is h
to e x p r e s s a ta rg e t a s , fo r e x a m p le , " t h e fo rk tip la te ra l s tif fn e s s is n o m o r e T h e d e s ir a h le r a n g e o f v a lu e s f o r o n e m e tric m a y d e p e n d o n a n o th e r . In o th e r w o r d s , C o n tin u p dEX H IB ıT 6 -6 C o n tin u e d (fro n ta l lo a d in g ) 5 lkN 5 . 5 8 . 9 7 . 5 7 . 5 6 . 2 1 0 . 2 26 2 0 B e n d in g s t re n g th Sta n d a rd s te s t 5 lB in a ry P a s s P a s s P a s s I P a s sp a s s E 25 20 J a p a n In d u s t ria l fa ilu re 5 C y c le s 5 0 0 k + 5 0 0 k + 5 0 0 k + 4 8 0 k 5 0 0 k + 3 3 0 k 24 19 M o n s te r c y c le s to ra d e ru b b e r p a rts 1 5 h r 4 0 0 + 2 5 0 4 0 0 + 4 0 0 + 4 0 0 + 2 5 0 23 U V te s t d u ra t io n t o
w re n c h h e x p in Lis t H e x H e x H e x H e x L o n g H e x , " ；驪 m a in te n a n c e 3 is 1 6 0 2 4 5 2 1 5 2 4 5 2 0 0 4 2 5 a s s e m b le fo r 2 1 16 , 1 7 T i m e t o d is a s s e m b le / ·丁c o n ta m in a t io n 5 k - c y c le s l 15 2 5 18 3 5 c h a m b e r w it h o u t 20 15 C y c le s in m u d w a te r e n t ry 5 1 3 0 0 2 9 0 0 > 3 6 0 0 1 2 3 0 0 » 3 6 0 0 8 0 10 0K . . 3 5 5 Z e fa l F e n d e r c o m p a yib iıity , 14 5 m 1 . 5 1 . 7 5 1 . 5 1 . 5
N o 9 M a x im u m t ire w id th ım p . u n it s M t r a c k 2 Q u a d ra T i 2 1 p r o s h o x M e tric N e e d R o x R o x Scanned by CamScanner 3 c o n e sp o n d s to g re a te r p e r c e iv e d s a tis fa c tio n o f th e n e e d . ) E X H IB ıT & 7 C o m p e titiv e b e n c h m a r k in g c h a r t b a s e d o n p e rc e iv e d s a tis fa c tio n o f n e e d s . (s c o ń n g m o re " do ts " 20 ls s a fe in a c ra s h 19 La s ts a ıo n g tim e re a d il
y a v a ila b le to o ls 18 C a n b e m a in ta in e d w ith o f w o rn p a rts 17 A llo w s e a s y re p la c e m e n t fo r m a in te n a n c e 3 16 C a n b e e a s il y a c c e s s e d b y g ru n g e 5 15 Is n o t c o n ta m in a te d by w a te r 5 14 ls n o t c o n ta m in a te d a m a te u r e n t h u s ia s t 5 13 ls a ffo rd a b le fo r a n 12 In s tilts p rid e 5 1 1 W o rk s w ith fe n d e rs 10 ls e a s y to in s ta ll
b ike s , w h e e ls , a n d tire s 5 9 Fits a w id e v a rie ty o f p o in ts fo r t h e b ra k e s 2 8 P ro v id e s s tiff m o u n tin g 7 ls lig h tw e ig h t 4 ha rd c o rn e n n g 4 6 R e m a in s rig id d u rin g c h a ra c te ris tic s o f th e b ik e 4 ' " ' ' * · ııı. 5 P re s e rv e s th e s te e rin g u s tm e n t 4 A llo w s s e n s itiv ity d e s c e n ts o n b u m p y s l 5 o w , d iffic u ıt te m ın 2 A llo w s e a s y tra v e rs a ı o f h a n d s 3 R e d u c e s v ib ra tio n to t h N e e d ım p . T r
it r a c k 2 0 u a d r a T i 2 1 P r oS T M a n ra y R o x T a h × R o x T a h × T o n k a Scanned by CamScanner tio n s is c h o o s in g h o w s u c h tra d e - o ffs w ill b e r e s o lv e d . in c r e a s e th e m a n u fa c tu r in g c o s t o f th e p ro d u c t. T h e d if fi c u lt p a r t o f refining th e s p e c ific atita n iu m in s te a d o f s te e l . U n fo r tu n a te ly , d e c r e a s in g th e m a s s in th is w a y w il
l m o s t lik e lyc o n c e p t, t h e te a m m a y b e a b le to r e d u c e th e m a s s o f th e fo rk b y m a k in g s o m e p a r t s o u t o ffa c to r s a r e h e ld c o n s ta n t . A n o th e r tra d e - o ff is b e tw e e n c o s t a n d m a s s . F o r a g iv e nm e c h a n ic s o f th e fo fk s tr u c tu re , t h e s e s p e c ific a tio n s a r e in v e rs e ly re la te d , a s s u m in g o th e rtra d e - o 厅 is b e tw e e n b r a k e m o u n tin g s tif fn e s s a n d m a s s o f th e fo rk . B e c a u s e o f th e b a s i ctra d e - o ff s b e tw e e n p r o d u c t p e rf o rm a n c e a n d
d e v e lo p m e n t tim e o r c o s t . F o r e x a m p le , o n e o c c u r b e tw e e n te c h n i c a l p e rf o r m a n c e m e tr i c s a n d p ro d u c tio n c o s t . T h e re m a y a ls o b e fr e q u e n tly o c c u r b e tw e e n d if fe r e n t te c h n ic a l p e r fo r m a n c e m e tr ic s a n d a lm o s t a lw a y s b e tw e e n tw o s p e c ific a tio n s th a t a r e in h e r e n t in th e s e le c te d p ro d u c t c o n c e p t. T r a d e - o « sF in a li z in g th e s p e c į fİ c a tio n s is d if fic u lt b e c a u s e o f tra d e - o ff s - in v e r s e r e la tio n s h ip s ta rg e ts e x p re s s e d a s b r o a d r a n g
e s o f v a lu e s a r e n o w r e fin e d a n d m a d e m o r e p r e c is e . d e v e lo p m e n t , t h e s p e c if ic a tio n s a r e re v is i te d . S p e c iħc a tio n s th a t o r ig in a l ly w e r e o n ly A s th e te a m fin a liz e s th e c h o į c e o f a c o n c e p t a n d p r e p a r e s f o r s u b s e q u e n t d e s ig n a n d Se « in g t h e F in a l S p e c if ic a t io n s G e n e r a tio n , a n d C h a p te r 8 , C o n c e p t S e le c tio n . ) h e lp th e te a m k n o w w h e n a c o n c e p t is c o m m e r c ia lly v ia b le . (S e e C h a p te r 7 , C o n c e p t T h e ta r g e t s p e c ific a tio n s th e n c a n b e u s e d to
h e lp th e te a m s e le c t a c o n c e p t a n d w ilt O n c e th e ta rg e ts h a v e b e e n s e t , t h e te a m c a n p r o c e e d to g e n e r a te s o l u tio n c o n c e p ts . w ill d ic ta te c o m m e r c ia l s u c c e s s ? A r e a n y s p e c i fica t ion s m i ss i ng ? D o t he s p e c i fica t ion s r e f l ec t t he c h a r a c t eń s t ics t ha t � o n e " a v e r a g e " p r o d u c t s u f fic e ? p ro d u c t to b e s t m a tc h th e p a r tic u la r n e e d s o f m o r e th a n o n e m a r k e t s e g m e n t, o r w ill S h o u l d the tea m co n s i de r of fer i ng mu l tipl e pr o d u c t s or at lea s t mu Į tipl e op t ion s for the � m o re le n ie n t, b e lie fs w e r e e x p r e s s e d ?
s e ttin g a h ig h g o a l, t h e te a m w ill a c tu a lly a c h ie v e m o r e th a n if h is o r h e r tr u e , a n d in s is tin g th a t a n a g g r e s s iv e v a lu e is re q u ire d fo r a p a r tic u la r m e tr ic in th e h o p e s th a t b y A r e m e m b e r s of the tea m " g a m i ng " ? Fo r ex a m p l e, i s the ke y ma r ke t ing re p r e s e n t at ive � Q u e s tio n s to c o n s id e r in c lu d e ite ra tio n h e lp s to e n s u r e th a t th e re s u lts a re c o n s is te n t w ith th e g o a ls o f th e p r o je c t , T h e te a m m a y r e q u ir e s o m e ite r a tio n to a g re e o n th e ta rg e ts . R e f le c tio n a f t e r e a c h S te p 4 R e f ıe c t o n t h e R e s u ıt s a n d t h e p r o c e s s
o ff s a le u n c e r ta in . c o n c e p t is c h o s e n a n d s o m e o f th e d e s ig n d e ta ils a r e w o rk e d o u t, m a n y o f th e e x a c t tr a d e - c h a r a c te ń s tic s . N o te th a t th e s e s p e c i f i c a t i o n s a re p re lim im ï r y b e c a u s e u n ti l a p r o d u c t p ro d u c t c a n b e c o m m e r c ia lly v ia b ıe e v e n if it e x h ib its o n e o r m o r e m a r g in a lly a c c e p t a b le te a m h o p e s th a t th e p r o d u c t w ill m e e t s o m e o f th e id e a l ta r g e ts b u t is c o n f id e n t th a t a th e te a m is e s ta b lis h in g th e b o ï ın d a r İ e s o f th e c o m p e titiv e ly v ia b le p r o d u c t s p a c e . T h e B e c a u s e m o s t o f th e v a lu e s a r e e x p re s s e d in te rm s o f b o u n d s ( u p p e r o r lo w e r o r b o th ) ,
Scanned by CamScanner o th e lis t o f s p e c ific a tio n s . . . L ik e th e o th e r in fo rm a tio n s y s te m s , t h i s o n e i s e a s ily e n c o d e d ◆h e e t ls a s im p le e x te n s io n t E X H IB IT 6 - 8 T h e ta rg e t s p e c ilic a ū o n ° » 7 . 0 2 6 20 B e n d in g s tre n g th (fro n ta l lo a d in g ) 5 k N » 1 0 . 0 Pa ss 2 5 20 Ja p a n In d u s tria l S t a n d a rd s te s t 5 B in a ry 24 19 M o n s te r c y c le s t o fa ilu re 5 C y c le s > 3 0 0 k » 5 0 0 k 2 3 19 U v te s t d u ra tio n to d e g ra d e ru b b e r p a rts 5 h r » 2 5 0
2 2 17 , 1 8 s p e c ia l to o ls re q u ire d fo r m a in te n a n c e 3 L is t H e x H e 4 × 5 o fo r m a in te n a n c e 2 1 16 , 1 7 T i m e t o d is a s s e m b le l a s s e m b le 3 < 3 0 0 » 3 5 2 0 15 @ e Æ tn m u d c h a m b e r w it h o u t 5 k - c y c le s > 1 5 e n try 19 14 T im e in s p ra y c h a m b e r w ith o u t w a te r
18 13 U n it m a n u fa c tu rin g c o s t s S » 2 3 0 0 » 3 6 0 0 17 12 S U S $ < 8 5 < 6 5 - In s tills p rid e 5 S u b j . > 3 » a F e n d e r c o m p a t ib ility 1 L is t N o n e A ll 14 M a x im u m t ire w id th « 3 5 13 9 W
h e e l s iz e s s in . » 1 . 5 > 1 . 75 12 9 s . List 2 6 in . 26 in . Ste e rtu b e le n g th 5 m m 2 1 0 2 3 0 19 0 2 10 17 0 190 150 170 1 1 9 H e a d s e t s iz e s 1 5 0 5 in . 1 . 12 5 1 . 250 1 . 0 0 0 1 . 1 25 10 8 La t e ra l s t iffn e s s a t
b ra k e p iv o ts 1 . 000 , . To t a l m a s s 2 k N / m ' " J ' " u 4 kg 8 6 La t e ra l s tiffn e s s a t t h e t ip < 1 . 4 < 1 . 1 , - R a k e o « s e t 3 K W / " " ' ' o u 6 5 3 m m
3 7 - 4 5 38 5 4 M a x im u m t ra v e l (2 6 - in . w h e e l) 3 m m 3 3 - 50 45 4 1 , 3 D a m p in g c o e ffic ie n t a d j u s t m e n t ra n g e 3 N - 5 /m O > 2 o o 3 1 , 3 < 1 3 . 0 I M a x im u m v a lu e » o m th e M o n s te r - - < 3 , 5 fro m d ro p o u t
to h a n d le b a r - F N o . M e t r ic ım p . V a ıu eM e t r ic N e e d u n it s v a iu e Id e a l Scanned by CamScanner a v a ila b le la titu d e in th e p r o d u c t c o n c e p t . th e te a m fr o m s e ttin g a c o m b in a t io n o f s p e c ilic a tio n s th a t c a n n o t b e a c h ie v e d u s in g th e d iffe re n t c o m b in a tio n
s o f d e s ig n v a ria b le s . T his ty p e o f m o d e lin g a n d a n a ıy s is p r e v e n ts s p e c if ıc a tio n s (s u c h a s th e id e a l ta rg e t v a lu e s ) is te c h n ic a lly fe a s ib le b y e x p lo r in g A rm e d w ith th e se te c h n ic a l m o d e ls , t h e te a m c a n p re d ic t w h e th e r a n y p a r tic u la r s e t o f d e s ig n sp a c e . (S e e C h a p te r 1 5 , R o b u s t D e s ig n , fo r a s u m m a ry o f D O E m e th o d s . )( D O E ) te c h n iq u e s , w h ic h c a n m in im iz e th e n u m b e r o f e x p e r im e n ts re q u ir e d to e x p lo r e th e
b e r o f m o d e ls th a t m u s t b e c o n s tr u c te d , it is u s e fu l to e m p lo y d e s ig n - o f - e x p e rim e n ts e x p lo r e th e im p lic a tio n s o f s e v e f a ı c o m b in a tio n s o f d e s ig n v a ri a b le s . T b r e d u c e th e n u m - n e c e s s a r y to a c tu a lly b u ild a v a r ie ty o f d if fe re n t p h y s ic a ı m o c k - u p s o r p r o to ty p e s to fa tig u e p e rfo rm a n c e o f th e s u s p e n sio n , s o physic a l m o d e ls w e re b u ilt a n d te s te d . It is g e n e r a lly c a l m o ls w ill b e a v a ila b le a t a ll. F · o r e x a m ple , t he te a m
w a s n o t a b le to m o d e l a n a ly tic a lly th e d e n t o f th e d y n a m ic m o d e l u s e d to p re d ic t v ib ra tio n a tte n u a tio n . In s o m e c a s e s , n o a n a ly ti - se p a ra te a n a ly t ic a l m o l fo r th e b ra k e m o u n tin g s ū flin e s s th a t w a s c o m p le te ly in d e p e n - m o r e m a n a g e a b le th a n o n e la rg e in te g ra te d m o d e l . F o r e x a m p le , th e te a m d e v e lo p e d a S e v e r a l in d e p e n d e n t m o d e ls , e a c h c o rr e s p o n d in g to a s u b s e t o f th e m e tric s , m a y b e k n o w le d g e o f d y n a n u c s y s t e m s . e x a m p le , t h e te a m w a s a b le to m o d e l a tte n u a t
io n a n a ly tic a ı ly , b a s e d o n th e e n g in e e r s ' c a s e s , s u c h a n a ly [ic a ì ı1o d e ìs w iu b e a v a ila b le fo r o n ly a s m a ll s u b s e t o f th e m e tric s . F o r a p a r ti c u la r c h o ic e o f d e s ig n v a ria b le s , w ith o u t c o s tly p h y s ic a l e x p e rim e n ta tio n . In m o s t m o d e l a llo w s th c te a m to p re d ic t r a p i d ly w h a t ty p e o f p e rfo rm a n c e c a n b e e x p e c te d fr o m im p le m e n tin g th e m o d e l e q u a tio n s in a s p r e a d s h e e t o r c o m p u te r s im u la tio n . S u c h a Id e a lly , t h e te a m w ill b e a b le to a c c u r a te ly m o d e l th e p ro d u c t a n a ly tic a lly , p e rh a p s b y
o f th e m e tric s , s u c h a s a tte n u a tio n , s t iffn e s s , a n d fa tig u e life . o rific e d ia m e te r , s p r in g c o n s ta n t, a n d g e o m e try . T h e o u tp u ts o f th e m o d e l a r e th e v a lu e s in d e n d e n t d e s ig n v a ria b le s a s s o c ia te d w ith th e p ro d u c t c o n c e p t , s u c h a s o il v is c o s ity , p r o d u c ť s p e rfo r m a n c e a lo n g a m 】m h e r o f d im e n s io n s . T h e in p u ts to th e s e m o d e ls a r e th e a re s h o w n in c o n c e p tu a l fo rm in E x h ib it 6 - 9 . S u c h m o d e ls c a n b e u s e d to p r e d ic t th e sp rin g c o n s ta n t . T h re e m o d e ls lin k in g s u c h d e s ig n d e c isio n s to th e p e r fo rm a n c e m e tr ic s th e s łr u c tu r a l c o m p o n e n ts , t h e o ń fic e d ia m e te r a n d o il v is c o s ity fo r th e d a m p e r , a n d th e s io n fo rk . T h e d e s ig n d e c is io n s fa c in g th e te a m in c lu d e d d e ta ils s u c h a s th e m a te r ia ls f o r A t th is p o in t, t h e te a m h a d c h o s e n a n o il- d a m p e d c o il s p ń n g c o n c e p t
fo r th e s u s p e n - d is c u s s io n o f s u c h m o d e ls . ) a n d p h y s ic a l a p p ro x im a tio n s o f th e p ro d u c t . (S e e C h a p te r 1 4 , p ro to ty p in g , fo r fu r th e r p a r tic u la r s e t o f d e s ig n d e c is io n s . w e in te n d th e te rm m o d e ls to re fe r to b o th a n a ly tic a l A te c ]ilzic a l m o d e l o f th e p r o d u c t is a to o l f o r p r e d ic tin g th e v a l u e s o f th e m e u i c s f o r a S te p 1 D e v e ıo p T e c h n ic a ı M o d e ls o f t h e p r o d u c t 5 . R e fle c t o n th e r e s u lts a n d th e p ro c e s s . 4 . F lo w d o w n th e s p e c ific a tio n s a s a p p ro p ria te . 3 . Refine th e s p e c ilic a tio n s , m a kin g tra d e - o ff s w h e re n e c e s s a ry . 2 . D e v e lo p a c o s t m o d e l o f th e
p ro d u c t . 1. D e v e lo p te c h n ic a l m o d e ls o f th e p ro d u c t. H e re , w e p r o p o s e a fiv e - s te p p r o c e s s Scanned by CamScanner a tin j th e p ro d u c tio n c o s ts o f th e c o m p o n e , ts th e r m v e l l p t h e s e e a r l y c o s t e s t Ŋm a t p s i n v o l v e s o l i c i t i n g c o s t e s t i , a te a s s e m b ly a n d o th e r m a n u fa c tu r i n g c o s ts (e . g . , o v e r h e a d ) a t th is p o ın a s w e a lly fo c u s o n th e c o s t o f c o m p o n e n ts , t h e te a m w ill u s u a lly m a k e a r o u g h e a n a « e m p t to lis t th e c o m p o n e n ts it e x p e c ts w ill b e r e q u ir e d . W n ile e a r ly e s tim te s k n o w a ll o f th e c o m p o n e n ts th a t w ill b e in th e
p r o d u c t, b u t th e te a m n e v e r th e le s s c o s t fo r e a c h p a r t , A t th is p o in t in th e d e v e lo p m e n t p r o c e s s th e te a m d o e s n o t g e a b ill ų f m a te r ia ls (a lis t o f a ll th e p a r ts) a n d e s tim a tin g a p u r c h a s e p ric e o r fa b ń c F o r m o s t p ro d u c ts , t h e fir s t e s tim a te s o f m a n u fa c tu ń n g c o s ts a r e c o m p le te d b y d ra fti m u c h it w ill h a v e to s a c rific e in m a n u fa c tu r in g c o s t to s a v e 5 0 g r a m s o f m a s s . ta rg e t c o s tin g . It is a t th is p o in t th a t th e te a m a tte m p ts to d is c o v e r , fo r e x a m p le , h o v c u s to m e r a t a c o m p e titiv e p ric e . T h e a p p e n d ix to th ıs c h a p te r p r o v id e s a n e x p la n a ti o n o f dis trib u ū o n p a r tn e rs c a n m a k e a d e q u a te p ro fits w h ile s till o f fe ń n g th e p r o d u c t to th e e n d th e ta r g e t c o s t. T h e ta r g e t c o s t is th e m a m 】fa c tu r in g c o s t a t w h ic h th e c o m p a n y a n d its T he g o a l o f th is s te p o f th e p ro c e s s is to m a k e
s u r e th a t th e p r o d u c t c a n b e p ro d u c e d at S te p 2 D e v e ıo p a C o s t M o d e l o f t h e P r o d u c t c o n c e p t h a s b e e n c h o s e n . r u b b e r s u s p e n s io n e le m e n t . T h u s , t h e m o d e lin g s te p c a n o n ly b e p e r fo r m e d a fte r th e m o d e l w o u ld b e s u b s ta n tia lly d iff e r e n t if th e te a m h a d s e le c te d a c o n c e p t e m p lo y i n g a O n e o f th e m o d e ls illu s tr a te d in E x h ib it 6 - 9 is fo r a n o il - d a m p e d s u s p e n s io n s y s te m th e N o te th a t a te c h n ic a l m o d e l is a lm o s t a lw a y s u m q u e to a p a r tic u la r p r o d u c t c o n c e p t a p p ro x im a tio n s o f th e p r o d u c t c o n c e p t . E X H ıB ıT 6 - 9 M o d e ls u s e d to a s s e s s te c h n ic a l fe a s ib ility . T e c h n ic a l in o d e ıs m a y b e a n a ly tic a l o r p h y s ic a l (M o d e l In p u ıs ) (M o d e l O u t p u t s ) D e s ig n V a ria h ıe s M e t ric s S u s p e n s io n D u ra b ility C y c le s t o F a ilu re Fa tig u e M o d e l o f L
S u s p e n s io n G e o m e t ry Fa s te n in g M e th o d s (p h y s ic a l) M a te ria l P ro p e rtie s ' Fo rk G e o m e t ry 三 。 " 蔗媟芽一。" ' " ' " ' " 、 E S tim a te d M o n s te r g Þ A tte n u a tio n a t 1 0 H O il V is c o s ity s p rin g c o n s ta n t - (A n a ly tic a l) O rific e D ia m e te r - _ ― ― I S u s p e n s io n P e rfo r m a n c e U n s p ru n g M a s s - ' " ― l D y n a m ic M o d e l o f
Su s p e n d e d M a s s . ' " ' " - 如 一 Scanned by CamScanner p la c e b o u n d s o n th e ir c o s t s b a s e d o n p a s t e x p e ń e n c e o r o n th e ju d g m e n t o f s u p p h e bill o f m a te ria ls . Į n s te a d , t h e te a m w ill lis t th e m a jo r c o m p o n e n ts a n d s u b s y s A t th is p o in t in th e d e v e lo p m e n t p r o c e s s , t e a m s d e v e lo p in g c o m p l e x p ro d u c ts c o n ta m o f th e e s tim a te d m a n u fa c t u rin g c o s t , a n d is u p d a t
e d r e g u la rly (a s fr e q u e n t ly a s o n c e e a c h w e e k ) to r e f le c t th e c u rr e n t s ta tu s p e r fo r m a n c e . T h e b ill o f m a te r ia ls r e m a in s u s e fu l th r o u g h o u t th e d e v e Į o p m e n t p r o c e s s in s te a d o f p r e d ic tin g th e v a lu e o f a te c h n ic a l p e r f o r m a n c e m e tr ic , it p r e d ic ts c o s t b a s e d o n w h a t it le a rn s . T h e b ill o f m a te r ia ls is its e lf a k in d o f p e r fo r m a n c e m o d e l, b u t " w h a t - if " c o s t a n a ly s is fo r a s e t o f d e s ig n d e c is io n s a n d th e n r e v is e s th e s e d e c is io n s th e e s tim a te s . T h e b ill o f m a te r ia ls is ty p ic a lly u s e d ite ra tiv e ly : th e te a m p e r f o r m s a
e s tim a te s o f e a c h ite m , T h is h e lp s th e te a m to u n d e r s ta n d th e r a n g e o f u n c e r ta in ty in A u s e f u l w a y to r e c o r d c o s t i n f o r m a tio n is to lis t f ig u r e s f o r th e h ig h a n d lo w M a n u fa c tu r in g , fo r m o re d e ta ils o n e s tim a tin g m a n u fa c tu ń n g c o s t. ) c o s t m o d e l is s h o w n in F . x h ih it 6 - 10 fo r th e s u s p e n s io n fo rk . (S e e C h a p te r 1 3 , D e s ig n fo r is o f te n fa c i l i t t e d b y a p u r c h a s in g e x p e r t a n d a p ro d u c tio n e n g in e e r . A b ill- o 8 m a te 6 a ls fa c ilita te re a lis tic tr a d e - o frs in th e p ro d u c t s p e c ific a tio n s . E X H IB ıT 6 - 1 0 A b ill o f m a te m ls w ith c o s t e s tim a re s . T h is s im p le c o s t m o d e l a llo w s e a r ly c o s t e s rim a tr s to $7 8 . 6 8 To t a l m : m m m m
w 一 O v e rh e a d a t 2 5 % o f d ire c t c o s t A s se m b ly a t $ 2 0 / h r D e c a ls M isc . s n a p rin g s , o - r in g s O il (lite rs ) B ra k e b ra c e B ra k e b ra c e b o lt B ra k e s tu d s O rific e s p rin g s U pp e r t u b e o rific e c a p sp rin g A dju s tm e n t s h a ft U p p e r tu b e a d ju s tm e n t k n o b U pp e
r tu b e to p c a p U pp e r tu b e Lo w e r tu b e p lu g SHd e b u s h in g s p a c e r Shd e b u s h in g M a in ip s e a l Lo w e r tu b e to p c o v e r w e r tu b e c o m p o n e n t Scanned by CamScanner O G u n h ill H e a d S h o x O M a n ira y 2 O R o x T a h ×T i 2 1 o f � c u r v e s fo r tw o s u s p e
n s io n c o n c e p ts a r e a ls o a w n o n th is m a p . E X H ıB ıT 6 - 1 1 A c o m p e ū ū v e m a p s h o w in g e s tim a te d m a n u fa c tu ń n g c o s t v e r s u s s c o re o n th e O S T T r it r a c k S c o re o n M o n s te r (g ' s ) 3 . 0 3 . 2 3 . 4 3 . 6 3 . 8 5 0 1 T ra d e - O ff C u rv e f o r C o n c e p t B = w ıd e a l V a ıu e s 6 0 T r a d e - O ff l$ fo r C o n c e Ħ A M a rg in a ıv a ıu e s O T o n k a p ro R o x T a h × Q u a d ra 9 0 lo o F 4 0 110 þ
- 12 0 - in th e c o m p e ū tiv e m a p . m o d e l, t h e te a m c a n a s se s s w h e th e r o r n o t it w ill b e a b le to " b e a t th e tr a d e - o f p e x h ib ited h igh e s tim a te d m a n u fa c tu ń n g c o s ts . A rm e d w ith te c h n ic a l p e rfo r m a n c e m o d e ls a n d a c o s u s e fu l in s h o w in g th a t a ll o f th e h ig h - p e rfo rm a n c e s u s p e n s io n s (lo w M o n s te r s c o re s) hat a n d id e a l v a lu e s o f th e s p e c ific a tio n s a r e s h o w n o n th e m a p .
T h is m a p is p a rtic u larl m a m ıfa c tu ń n g c o s t v e rs u s s c o re o n th e M o n s te r te s t . T h e re g io n s d e lin e d b y th e m arg in s o m e tim e s c a ll e d a tra d e - o ff m a p . T h e m a p d is p la y e d in E x h ib it 6 - 1 1 s h o w s e stim th e c o m p e t itiv e p ro d u c ts a lo n g tw o d im e n s io n s s e le c te d fr o m th e s e t o f m e tric s an d A n e x a m p le c o m p e titiv e m a p is s h o w n in E x h ib it 6 - 11 . T h is m a p is s im p ly a s c a tte r p O n e im p o rta n t to o l fo r s u p p
o r tin g th is d e c is io n - m a k in g p ro c e s s is th e c o ın p e 加 加 e w ill b e s t s a t is fy th e c u s to m e r n e e d s , a n d w ill e n s u re a d e q u a te p r o f its .s p e c ific a tio n s th a t w ill m o s t fa v o r a b ly p o s itio n th e p r o d u c t r e la tiv e to th e c oth e c o s t im p lic a tio n s a r e e x p l o re d . In a n ite r a t iv e f a s h io n , t h e te a m c o n v e rg ec o m b i n a tio n s o f v a lu e s a r e d e te rm in e d th r o u g h
th e u s e o f th e te c h n ic a l m o d etio n s . F in a liz in g s p e c ific a tio n s c a n b e a c c o m p l is h e d in a g r o u p s e s s ıo nc o n s tru c te d a p re lim in a r y c o s t m o d e ı, t h e s e to o ls c a n b e u s e d to d e v e loO n c e th e te a m h a s c o n s tr u c te d t e c h n ic a l p e r f o r m a n c e m o d e ls M e * in e t h e S p e c i« c a t io n s , M a k n g
Scanned by CamScanner h a le n g e is to e n s u re th a t c e r ta in s p e c ific a tio n s fo r d if fe r e n t s u b s y s te m s a r e e q u a lly th e s u b s y s te m s m e a c h ie v e d , t h e o v e ra l l p r o d u c t s p e c ific a tio n s w ill b e a c h ie v e d . A s e c o n d sp e c if ic a tio n s in fa c t re fle c t th e o v e r a ll p ro d u c t s p e c ific a tio n s - th a t if sp e c ifıc a tio n s f o r e ffic ie n c y . O n e c h a lle n g e i n th e f lo w - d o w n p r o c e s s
is to e n s u r e th a t th e s u b s y s te m in c l u d e m e tr ic s lik e p e a k p o w e r , p e a k to r q u e , a n d fu e l c o n s u m p t io n a t p e a k e n g in e , t r a n s m is s io n , br a k in g s y s te m , a n d s u s p e n s io n . T h e specifications fo r th e e n g in e th e s e v e r a l d o z e n m ajo r s u b s y s te m s th a t m a k e u p t h e a u to m o b ile , in c lu d in g th e b o d y , h o u r a c c e le r a tio n tim e , a n d turning ra d iu s ; h o w e v e r , s p e c ifİ c a tio n s m u s t a ls o b e c r e a te d fo r ñ c a tio n s fo r a n a u to m o b ile c o n ta in m e tr ic s l ik e f u e l e c o n o m y , 0 - 10 0 k ilo m e te r / o v e r a ll s p e c
ific a tio n s to s p e c ific a tio n s fo r e a c h s u b s y s te m . F o r e x a m p le , t h e o v e r a ll s p e c i- te m s a s w e ll a s fo r th e p r o d u c t a s a w h o le . M e c h a ll e n g e in th is c a s e is to j ıo w d o w n th e c o n te x t, s p e c ific a tio n s a r e u s e d to d e fı n e th e d e v e lo p m e n t o b je c tiv e s o f e a c h o f th e s u b s y s - u c t c o n s is tin g o f m u ltip l e s u b s y s t e m s d e s ig n e d b y m u ltip le d e v e lo p m e n t te a m s . In s u c h a im p o r ta n c e a n d is s u b s ta n tia lly m o re c h a lle n g in g w h e n d e v e lo p in g a h ig h ly c o m p le x p r o d -
s in g le , r e la tiv e ly s m a ll d e v e lo p m e n t te a m . E s ta b lis h in g s p e c ific a tio n s ta k e s o n a d d itio n a l T his c h a p te r fo c u s e s o n th e sp e c i fic a tio n s fo r a r e la tiv e ly s im p le c o m p o n e n t d e s ig n e d b y a S te p 4 F lo w D o w n t h e S p e c if ic a t io n s a s A p p r o p r ia t e e n c e s a r e lis te d a i th e e n d o f th e c h a p te r . a n a ly s is a r e f a į r ly straighrw d , b u t b e y o n d th e s c o p e o f th is c h a p te r . R e le v a iıt r e f e - sp e c į ]ic a tio n v a lu e s th a t m a x im iz e m a r k e t s h a re c a n b e e s tim a te d , T h e d e ta ils o f c o n jo in t s h a re o f e a c h p ro d u c t i
n th e s e t o f a lte r n a tiv e s c a n b e fo r e c a s t . U s in g th is a p p r o a c h , t !ıe o f a l t e r n a t i v e s . B y u s in g th e s e p r e d ic tio n s f o r a ll o f th e c u s to m e r s in a s a m p ı e , t h e m a r k e t u s e d to p r e d ic t w h ic h p ro d u c t a c u s to m e r w o u ld c h o o s e w h e n o Ħ e r e d a h y p o th e t ic a l s e t in fe r s th e r e la tiv e im p o r ta n c e o f e a c h a ttr ih rlte to th e c u s to m e r . T h e s e d a t a c a n th e n b e s ta tis tic a l te c h n iq u e s o f e x p e r im e n ta l d e s ig n . U s in g c u s to m e r r e s p o n s e s , c o n jo in t a n a ly s i s in g ) c a n b e r e p r e s e n te d g r a p h ic a lly . T h e h y p o th e tic a l p r o d u c ts a r e c o n s tr u c te d u s in g th e c u s to m e r s (e . g . , fu e l e c o n o m y a n d p ric e f o r a u to m o b ile s ) . s u b je c tiv e a ttr ib u te s (e . g . , s ty l-
a s e t o f a ttr ib u te s . T h e s e a ttr ih u te s m u s t g e n e r a lly b e m e tri c s th a t a r e e a s ily u n d e r s to o d b y p o te n tia l c u s to m e r s is r e p e a te d ly a s k e d to e v a lu a te h y p o th e tic a l p r o d u c ts c h a r a c te ń z e d b y c o n s tr u c t a m o d e l o f c u s to m e r p r e fe r e n c e . F. s s e n tia lly , e a c h r e s p o n d e n t in a s a m p le o f u s e f u l in refining p ro d u c t s p e c ific a tio n s . c o n jo in t a n a ly s is u s e s c u s to m e r s u r v e y d a ta to r e la tiv e to a h a n d f u l o f w e ll- u n d e rs to o d p e rf o r m a n c e m e tr ic s , c o n jo in t a n a ly s is m a y b e F o r r e la tiv e ly m a tu re p r o d u c t c a te g o rie s in w h ic h c o m p e titio n is b a s e d o n p
e rfo rm a n c e s h o w n in E x h ib it 6 - 12 . tiv e to th e c o m p e titiv e p r o d u c ts . T h e fin a l s p e c ific a tio n s fo r th e s u s p e n s io n f o r k a r e c e p t a n d m a k e th e tr a d e - o ffs in a w a y th a t w ill p r o v id e a p e r f o r m a n c e a d v a n ta g e r e l a - c a n r e fin e th e s p e c i f i c a t i o n s to b o th s a tis fy th e in h e re n t c o n s tra in ts o f th e p r o d u c t c o n - U s in g th e te c h n ic a l a n d c o s t m o d e ls o f th e p
ro d u c t a n d th e c o m p e titiv e m a p s , t h e t e a m v a ria b le s , c a n b e d r a w n d ir e c tly o n th e c o m p e titiv e m a p , a s s h o w n in E x h ib it 6 - 1 1 . T a d e - o fF c u r v e s , s h o w in g p e rf o r m a n c e o f th e p r o d u c t c o n c e p t f o r a r a n g e o f d e s ig n T h e c o m p e titiv e m a p is u s e d to p o s itio n th e n e w p r o d u c t r e la tiv e to th e c o m p e t į tio n · A d d itio n a l m a p s m a y b e c r e a te d a s n e e d e d
to s u p p o r t s u b s e q u e n t d e c is io n m a k in g . te a m w ilı p r e p a r e th r e e o r fo u r s u c H m a p s c o r r e s p o n d in g to a h a n d f u l o f c ń tic a l n re i c s · b e n c h m a r k in g c h a r t u s in g th e p lo ttin g fe a tu re o f th e s p r e a d s h e e t s o f t w a r e . G e n e r a lly , . Y T h e s e m a p s c a n b e c o n s tr u c te d d ir e c tly fr o m th e d a ta c o n ta in e d in th e c o m p e titi v e Scanned by CamScanner s u m p tio n o f th e p r o d u c t w ill s im p ıy b e th e s u
m o f th e s e q u a n ū tie s f o r e a c h s a llo c a te d to s u b s y s te m s w ith th e c o n fid e n c e th a t th e o v e r a ll c o s t, m a s s , a n d p o w F o r e x a m p le , s p e c ifıc a tio n s fo r m a n u fa c tu ń n g c o s t, m a s s , a n d p o w e r c o n s u m p tio r c S o m e o v e ra ll c o m p o n e n t s p e c ific a tio n s c a n b e e s ta b lis h e d th r o u g h b u d g e t a tło c a t th e c o s t o f th e p ro d u c t w ill ıik e ly b e h ig h e r th a n n e c e s s a ry . in o r d in a te ly m o re d iH ic u lt to m e e t th a n is th e m a s s s p e c ific a tio n fo r th e b o d y . O th e r w ise d if ic u lt to m e e t . T h a t is , fo r e x a m p le , t h a t th e m a s s s p e c ific a tio n fo r th e e n g in e i s n o t 2 6 B e n d in g s tre n g th (fro n ta l lo a d in g ) k N > 1 0 . 0 Pa s s 2 5 J a p a n In d u s t ria l S ta n d a rd s te s t B in a ry 2 4 M o n s te r c y c le s t o fa ilu re
C y c le s > 5 0 0 k 2 3 U V te s t d u ra t io n t o d e g ra d e ru b b e r p a rts h r » 4 5 0 H e x 2 2 S p e c ia l to o ls re q u ire d fo r m a in te n a n c e L is t 2 1 T im e to d is a s s e m b le / a s s e m b le fo r m a in t e n a n c e < 2 0 0 2 0 C yc le s in m u d c h a m b e r w ith o u t c o n ta m in a t io n k e s » 2 5 19 T im e in s p ra y c h a m b e r w ith o u t w a te r e n t ry > 3 6 0 0 18 U n it m a n u fa c tu rin g c o s t U S $ < 8 0 > 4 [n s t ills p
rid e S u b j. 17 16 F e n d e r c o m p a t ib ility L is t Z e fa l 15 M m e to a s s e m b le to fra m e < 4 5 1 4 M a x im u m t ire w id th in . > 1. 75 13 W h e e l s iz e s L is t 2 6 in . 12 S te e rtu b e le n g t h m m 2 3 0 2 10 190 170 150 1 1 H e a d s e t s iz e s in 1 . 125
1 . 000 10 La te ra l s tiffn e s s a t b ra k e p iv o ts k N / m » 4 2 5 9 To ta l m a s s k g « 1 . 4 8 La te ra l s tiffn e s s a t t h e t i p k N l m 5 7 5 7 R a k e o ffs e t m m 3 8 6 M a x im u m tra v e l (2 6 - in . w he e l) m m 4 3 5 D a m p in g c o e ffic ie n t a d ju s t m e n t ra n g e N - s ím 5 1 0 0 4 M in im u m d e s c e n t t im e o n t e s t t ra c k 1 1 1 . 5 3 M a x im u m v a lu e » o m t h e M o n s te r g « 3 . 4 600 - 650 2 S p rin g p re lo a d N
A tte n u a t io n fro m d ro p o u t to h a n d le b a r a t 1 0 H z d B > 1 2 N o M e t r ic U n it V a lu e s p e c ific a tio n s . T h e fina l E X H ıB ıT 6 - 1 2 1 1 0 C lï a p te r 6 Scanned by CamScanner th e te a m d e v e lo p s ßn a l s p e c ifzc a tio n s . c u s to m e r n e e d s , t h e te a m s e ts ta rg e t s p e c ifzc a tio n s . A fte r c o n c e p t s e le c tio n a n d te s tin g , S p e c i fica t ion s ar e typ i ca ıly e s t ab l ish e d at lea s t twi ce . I mm e d i at el y aĤ e r ide n t ifyi ng the �
e c o n o m ic a lly r e a liz a b le , n e e d s , d iffe re n tia te th e p r o d u c t fr o m th e c o m p e titi v e p r o d u c ts , a n d b e te c h n ic a lly a n d h a s to d o to b e c o m m e r c ia lly s u c c e s s fu l . T h e s p e c ific a tio n s m u s t r e f le c t th e c u s to m e r lis h a s e t o f s p e c ific a tio n s , w h ic h s p e ll o u t in p re c is e , m e a s u r a ble d e ta il w h a t th e p ro d u c t specific g u id a n c e a b o u t h o w to d e s ig n a n d e n g in e e r a p ro d u c t , d e v e lo p m e n t te a m s e s ta b - C u s to m e r n e e d s a r e g e n e r a lly e x p re s s e d in th e " ]a n g n a g e o f th e c u s to m e r
' T o p ro v id e Su m m a r y d e v e lo p m e n t p r o je c ts . e f fo r t to d e v e lo p b e tte r u n d e r s ta n d in g a n d m o d e ls m a y b e u s e f u l in s u b s e q u e n t e n o u g h to c r e a t e u s e f u l p e rfo r m a n c e m o d e ls . In s u c h c irc n m s ra n c e s , a n e n g in e e r in g d is c o v e r th a t it d o e s n o t r e a lty u n d e r s ta n d th e u n d e r ıy in g p r o d u c t te c h n o lo g y w e ll a s p e c t o f th e p r o d u c t ' s p e r f o r m a n c e f o r fu tu r e u s e ? S o m e tim e s th e te a m w i ll S h o u ld th e f ır m i n it ia te a fo r m a l e f fo r t to d e v e lo p b e tte r te c h n ic a l m o d e ls o f s o m e
th e c o n c e p t in a n a o ľ e d e m a n d in g , a n d p o te n tia lly m o re p ro f ita b le , m a r k e t s e g m e n t . d r a m a tic a lly s u p e r io r to th e c o m p e titiv e p ro d u c ts , it m a y w is h to c o n s id e r e m p lo y in g s e le c te d c o n c e p t m a y a c tu a lly b e to o g o o d . If th e te a m h a s g e n e r a te d a c o n c e p t th a t is a p p lie d in a n o th e r m a r k e t (s a y , t h e lo w e n d o r h ig h e n d in s te a d o f th e m id d le ) ? T h e I s t he co n c e p t ch o s e n b y t he tea m be s t su i ted to the tar ge t ma r k e t , o r c o u Į d it be be s t � re fin e th e te c h n ic a l o r c o s t m o d e ls to in c re a s e c o n fid e n c e in m e e tin g th e specifications. is d ic ta te d b y m e tric s a ro u n d w h ic h m u c h u n c e r ta in ty re m a in s , t h e te a m m a y w is h to H o w mu c h un c e r t ai nt y is the r e in the tec h n i ca l an d co s t mo d e l s? 1f co m p e t itive su c c e s s � o r a b a n d o n th e p r o je c t. tiv e ly . If n o t, t h e n th e te a m s h o u ld r e t u r n to th e c o n c e p t g e n e r a tio n a n d s e le c tio n p h a s e
s p e c ific a tio n s s o th a t th e p r o d u c t w ilı m e e t th e c u s to m e r n e e d s a n d e x c e l c o m p e ti - f s the pr od u c t a wi nn e r ? Th e pr o d u c t co n c e p t sh o u l d al low the tea m to ac t ua l ly s e t the � q u e s tio n s th e te a m m a y w a n t to c o n s id e r a r e A s a lw a y s , t h e fin a l s te p in th e m e th o d is to r e f le c t o n th e o u tc o m e a n d th e p r o c e s s . S o m e St e p 5 R e f ıe đ o n t h e R e s u lt s a n d t h e p r o c e s s n e e r in g . W e re fe r th e r e a d e r to b o o k s o n th is s u b je c t in th e r e f e r e n c e lis t , be y o n d th e s c o p e o f th is c h a p te r, a n d in fa c t is a m a jo r fo c u s o f th e f i e l d o f sy s te n zs e n g i - A c o m p r e h e n s iv e tr e a tm e n t o f f lo w in g d o w n s p e c if ic a tio n s f o r c o m p le x p r o d u c ts is e f fic ie n c y . b o d y , t ire s , a n d e n g in e r e q u ir e s a m o d e l o f h o w th e s e v a r ia b ıe s r e la te to o v e r a ll f u e l d ra g c o e ffic ie n t , fr o n ta l a re a , a n d e n g in e e fï ic ie n c y . E s ta b lis h in g s p e c ific a tio n s f o r th e
c ie n c y is a r e la tiv e ly c o m p le x fu n c tio n o f v e h ic le m a s s , r o l l in g re s is ta n c e , a e r o d y n a m ic s y s te m p e r f o r m a n c e r e la te s to o v e ra ll p r o d u c t p e r fo r m a n c e . F o r e x a m p le , f u e l e f fi s p e c ific a tio n s m u s t b e e s ta h lis h e d th r o u g h a m o re c o m p le x u n d e r s ta n d in g o f h o w s u b o s o m e e x te n t, g e o m e tric v o lu m e c a n b e a llo c a te d th is w a y a s w e ll. O th e r c o m p o e n Scanned by CamScanner a s p o w e rf u l a n a ly tic a l s u p p o r t f o r th e g e n e r a l m e th o d d e s c rib e d in th is c h a p te r . a ttr ib u te s to m a x im iz e c u s to m e r s a tis fa c tio n . S o m e o f th e s e te c h n iq u e s c a n s e rv e U rb a n a n d H a u s e r p re s e n t s e v e r a l te c h n iq u e s fo r s e le c tin g c o m h in a tio n s o f p
ro d u c t V o l. 66 , N o . 3 , M a y - Ju n e 1 9 8 8 , p p . 63 - 7 3 . H a u s e r , Jo h n , a n d D o n C la u s in g , " T h e H o u s e o f Q u a lity , " H a r v a ld B ıłs in e s s R e v ie H o u s e o f Q u a lity a r e c le a r ly p re s e n te d b y H a u s e r a n d C la u s in g in a p o p u la r a r tic le . by th e Q u a lity F u n c tio n D e p lo y m e n t (Q F D ) m e th o d . T h e k e y id e a s b e h in d Q F D a n d th e T h e p ro c e s s o f tr a n s la tin g c u s to m e r n e e d s in to a s e t o f s p e c ific a tio n s is a ls o a c c o m p li s h e d w w w . u ır ic h - e p p in g e r. n e t M a n y c u rr e n t re s o u rc e s a r e a v a ila b le o n th e I n t e r n e t v ìa R e f e r e n c e s a n d B ib lio g r a p h y th e m a r k e tin g , d e s ig n , a n d m a m rfa c tu ń n g f u n c tio n s o f th e e n te rp ń s e .
s p e c iñ c a ū o n s p r o c e s s r e q u ire s a c ti v e p a r tic ip a tio n fr o m te a m m e m b e r s re p r e s e n tin g e r s , t h e c o r e p ro d u c t te c h n n ln g y , a n d th e c o s t im p lic a tio n s o f d e s ig n a l t e r n a t i v e s , th e B e c a u s e o f the ne e d to ut ilize the be s t po s s i bl e kn o w l ed g e of the ma r k e t , t h e cu s t om - � to re p re s e n t a n d d is c u s s th e sp e c if ic a tio n s . p e titiv e m a p s a ll s u p p o r t t h e te a m ' s d e c is io n m a k in g b y p r o v id in g th e te a m w ith a w a y m e tr ic s , t h e n e e d s - m e tr ic s m a tr ix , t h e c o m p e titiv e b e n c h m a r k in g c h a r ts , a n d th e c o m - e a s ily b e
c re a te d u s in g c o n v e n tio n a l s p r e a d s h e e t s o f tw a r e . T o o ls s u c h a s th e list o f t h e s p e c i fica t ion s pr oc e s s is fac i litat ed by se v e r al si mp l e inf o r ma t ion sy s t em s tha t ca n � 5 . R e H e c t o n th e re s u lts a n d th e p r o c e s s . 4 . N o w d o w n th e sp e c ific a t. In n s a s a p p r o p ń a te . 3 . R e fin e th e s p e c ific a tio n s , m a k in g tr a d e - o ffs w h e r e n e c e s s a ry . 2 . D e v e lo p a c o s t m o d e l o f th e p ro d u c t . 1 . D e v e lo p te c h n ic a l m o d e ls o f th e p r o d u c t .
T h e fiv e - s te p p ro c e s s fo r re fin in g th e sp e c ific a tio n s is c h a r a c te ń s tic s o f th e p ro d u c t . re fin e m e n t p h a s e th e te a m m u s t m a k e d iffic u lt tr a d e - o ffs a m o n g v a r io u s d e s ira b le a n d th e e x p e c te d p ro d u c tio n c o s ts u s i n g a n a ly tic a l a n d p h y s ic a l m o d e ls . D u ń n g th is F in a l s p e c ific a ti o n s a r e d e v e lo p e d b y a s s e s s in g th e a c tu a l te c h n o lo g ic a l c o n s tr a in ts
4 . R e fle c t o n th e re s u lts a n d th e p r o c e s s . 3 . S e t id e a į a n đ m a rg in a lly a c c e p t a b ıe ta r g e t v a l u e s . 2 . c o lle c t c o m p e ti tiv e b e n c h m a f k irıg i n fo r m a ū o n . 1 . P re p a r e th e lis t o f m e tfi c s . T h e p ro c e s s o f e s ta b lis h i n g th e ta rg e t s p e c ific a tio n s e n ta ils f o u r s te p s e x c e e d o th e r s , d e p e n d i
n g o n th e d e ta i ls o f th e p r o d u c t c o n c e p t th e te a m e v e n tu a llyc a n b e a c h i e v e d . T h e te a m ' s e iï o rts m a y fi il to m e e t s o m e o f th e s e s p e c ific a tio n s alish e d b e fo re th e te a m k n o w s th e c o n s a in ts th e p r o d u c t te c h n o lo g y w ill p la c e (T ärge t s p e c ific a ū o n s r e p re s e n t th e h o p e s a n d a s p ira tio n s o f th e t e a m b u t h e y
Scanned by CamScanner 5 , w hy s h o u ld in d e p e n d e n t d e s ig n v a ï ia b le s n o t b e u se d a s m e tric s ? p e rf o rm a n c e o n o th e r s p e c ifıc a ti o n s ? If s o , h o w c a n th e re e v e r re a lıy b e a " m a r g in a lly4 . C a n p o o r p e rf o r m a n c e r e la tiv e to o n e sp e c ific a tio n a lw a y s
b e c o m p e n s a te d fo r b y h ig h p ro d u c ts (a s jn E x h ib it 6 - 7) m e n o t c o n s is te n t w ith th e v a lu e s o f th e m e tric s f o r th o s e 3 . H o w m ig h t y o u e x p la in a s itu a tio n in w h i c h c u s to m e rs ' Pe rc e p tio n s o f th e c o m p e titiv e 2 . W n y a r e s o m e c u s to m e r n e e d s d iffic u lt to m a p to a s in g le m e tric ? s u c h a s " t h e fr o n t s u sp e n s io n
lo o k s g r e a t " ? 1 . H o w m ig h t y o u e s ta b lis h p r e c is e a n d m e a s u ra b le s p e c ifi c a tio n s fo r in ta n g ib le n e e d s Th o u g h t Q u e s t io n s u c ts . W h a t a r e s o m e e x a m p le s o f s u c h m e tric s ? 3 . S o m e o f th e s a m e m e tric s s e e m to b e in v o lv e d in tr a d e - o f fs fo r m a n y d iff e r e n t p ro d - m a n y y e a rs . 2 . D e v is e a m e tr ic a n d a c o rr e s p o n d in g te s t fo r th e n e e d th a t a r o o fin g m a te ri a l la s t 1 . L is t a s e l o ť m e tric s c o rre s p o n d in g to th e n e e d th a t a p e n w rite s m o o th ly .
E x e r c is e s Ta rg e t C o s tin g , " S lo a n M a n a g e m e n t R e v ie w , V o l. 4 0 , N o . 4 , S u m m e r 1 9 9 9 , p p . 2 3 - 3 3 . C o o p e r , R o b in , a n d R e g in e S la g m u ld e r , " D e v e lo p p t o ñ ta b le N e w p ī o d u c ts w ith M o re d e ta il o n th e u s e o f ta r g e t c o s tin g is a v a ila b le in th is a r tic le b y c o o p e r a n d s ıa g m u ld e r . e d itio n , C R C P re s s , B o c a R a to n , FL , 2 000 . R e c h tin , E b e r h a r d t, a n d M a r k w . M a ie r, T he A lT o f s y s te m s A r c h ite c t 加 g , s e c o n d A c tiv iŕ ie s , ï n te m a tio n a l C o u n c il o n s y s te m s E n g in e e rin g , O c to b e r 2 0 1 I . Sy s te m s E n g in e e r in g H a n d b o o k A G u id e J o , s y s te m L ife c y c ıe p r o c e s s e s a n d S y s te m s e n g in e e ń n g a n d th e flo w d o w n o f specifications a re tre a te d c o m p re h e n s iv e ly in
C o n jo in t A n a ly s is A G u id e j o " esigning a n d In te rp re Jo h n W ile y & S o n s , N e w Y o r k , 1997 . M o s t m a r k e tin g re s e a rc h '"b00ks d is c u s s c o n jo in t a n a ly s is . H e re a r e tw o r e fe r e n c e s R a m a s w a ' y , R a ja n , ' " K ' " -theHouionİ° l ityi ï y x ' ° ' ' " ' '" ' '" g s p e c iñ ' ' " ' ' " " e d itio n , P r e n tic e H a ll. E n g ı' " o d c liffs , N J, t n g q fN e w p r o d u c ts , s e c o n d Scanned by CamScanner C - P (1 - M .. ) = $250 (1 - 0 . 4 0 ) = $ 15 0 g ro s s p r o fit m a rg in o f th e m a n u fa c tu re r , M . . E qu a ls 0 . 4 0 , t h e n th e ta rg e t c o s t is If th e p r o d u c t is s o ld d ir e c tly to th e e n d u s e r b y th e m a n u fa c tu r e r , a n d th e A s s u m e th e e n d u s e r p ric e , F e q u a ls $ 2 5 0 .
E X A M P L E u m b e r o f s ta g e s in th e d is trib u tio nc h a n n e l, a n d M i is th e m a rg in o f th e ith s ta g e . w h e r e P is th e p r ic e p a id b y th e e n d u s e r , n is th e n 1 i = 1 Tget c o s t, C , is g iv e n b y th e fo llo w in g e x p re s s io n 10 0 p e r c e n t . ) d iffe r e n tly a s ř / c - 1, s o t h a t a m a rg in o f 5 0 p e r c e n t is e q tıiv a le n t to a m m k - u p o f fo r th e p r o d u c t it s e lls . (N o te th a t ı?ta r k - u p is s im ila r to m a r g in , b u t is d e fin e d s lig h tly w h e re P is th e p r ic e th is s ta g e c h a rg e s its c u s to m e r s a n d C is th e c o s t th is s ta g e p a y s P M = (P - C ) L e t M b e th e g r o s s p ro fit m a rg in o f a s ta g e in th e d is tr ib u tio n c h a n n e l . m a r g in s fo r d iff e r e n t p r o d u c t c a te g o ń e s ,
u to r s a n d r e ta ile r s . E x h ib it 6 - 13 p r o v id e s s o m e a p p r o x im a te v a ıu e s o f g r o s s p r o fit q u e n tly , p ro d u c ts a r e d is tr ib u te d th r o u g h o n e o r m o r e in te rm e d ia te s ta g e s , s u c lı a s d istrib S o m e p r o d u c ts a r e s o ld d ire c tly b y a m a n u fa c tu r e r to e n d u s e r s o f th e p r o d u c t . N e p ro d u c t to b e c o m p e titiv e ly p ń c e d in th e m a r k e tp la c e . c o s tin g is a m e c h a n is m fo r e n s u r in g th a t specificatinns a re s e t in a w a y th a t a llo w s th e o f c o m p e titiv e m a r k e ts , in w h ic h p ric e s a r e d ń v e n b y m a rk e t a n d c u s to m e r fa c to r s . T * ge t p ric e s b y a d d in g its e x p e c te d p r o fit m a r g in to th e c o s t . T h is a p p r o a c h ig n o r e s th e re a İ itie s a p p r o a c h b e g in s w ith w h a t th e fir m e x p e c ts its m a m lfa c tu r in g c o s ts to b e a n d th e n s e ts , ts T a rg e t c o s tin g is th e r e v e r s e o f th e c o s t - p lu s a p p r o a c h to p r ic in g . T h e c o s t- p lu le s s th a n ( I - 0 . 4 0 )
· 13 7 . 50 = $82 . 5 0 . m a rg in o f a t le a s t 4 0 p e rc e n t o n its c o m p o n e n ts , t h e n its u n it m a n u fa c tu ń n g c o s t m u s t fo r k to b ic y c le s h o p s fo r ( 1 - 0 . 4 5 ) · 2 5 0 = $ 13 7 . 50 . If S p e c ia liz e d w is h e s to e a m a g g ro s s p ro fit m a rg in o f 4 5 p e r c e n t o n c o m p o n e n ts , t h e n S p e c ia liz e d w o u ld h a v e to s e th e p ric e it e x p e c te d th e c u s to m e r to p a y w a s $ 2 5 0 a n d if b ic y c le s h o p s n o r m a l ly e S p e c ia liz e d w is h e s to s e ll its s u s p e n s io n f o r k to its c u s to m e r s th r o u g h b ic y c E m a rg m s th a t a r e re q u ir e d fo r e a c h s ta g e in th e d is tr ib u tio n c h a n n e l . F o r e x a o n th e p ń c e th e c o m p a n y h o p e s th e e n d u s e r w ill p a y f o r th e p r o d u c t
a rg e t c o s tın g s a s rm p le id e a : s e t t h e v a lu e o f th e m a n u fa c tu n n g c o s t C o s t in g Scanned by CamScanner m s in its a n a ly s i s o f ta rg e t c o s t. / e į n te n s ity , t he v o lu m e o f u n its s o ld , a n d th e le v e l o f c u s t o m e r s u p p o rt re q u ire d . S a le s re p re s e n ta ū v e s a re p a id o t e th a t th e se v a lu e s a re q u ite a p p r o x im a te . A c tu a l m a rg in s d e p e n d o n m a n y id io s y n
c ra tic fa c to rs , in c lu d in g c n m n e t ifiv l re ta ile r s , EX H IB ıT G ro s s M a rg in 10 2 0 3 0 4 0 5 0 6 0 7 0 8 0 Pe rc e n t M a il o rd e r S p e c ia lty re ta iıe rs D e p a rtm e n t s t o re s M a s s m e rc h a n d is e rs ◆ ı =E le c t ro n ic s 团团团国中 1 I I 园 国A u to m o b ile d e a le r s R e t a iıe rs ! t I I ı ı aıiG ifts a n d n o v e ltiÆ T a æ ■白
ın d u s t r ia l p r o d u s p o rtin g ' " = = = �ın d e p e n d e n t S a ıe s R e p re s e n t a t iv e s = = Ł, 团团■ M e d ic a ı d e v ic e s In d u s t ria l p r o d u c ts - e q u ip m e n t ın d u s t ria l p ro d u c ts - m a te r ia ls , s u p p l i e s B ra n d e d p a c k a g e d g o o d s c o m p u t e rs �W h o ıe s a ıe rs l D is t rib u t o rs 上 亡 国 眉目国 ■ 自 团 团 ■ 叫■ 叫
b = = · = = = i 1 C o n s u m e r s o ftw a re B ra n d e d p a c k a g e d g o o d s T o y s M e d ic a l d e v ic e s In d u s t r ia ı e q u ip m e n t S p o rtin g g o o d s c o n s u m e r e ıe c t ro n ic s A p p lia n c e s c o m p u te rs A u to m o b iıe s M a n u fa c tu re r s Scanned by CamScanner
Levy Family Episode 3 Levy Family Episode 3 Program Transcript JAKE LEVY: We'd be out on recon in our Humvees, and it would get so hot. We used to put our water bottles in wet socks and hang them right outside the window just so the water would cool off of a bit, and maybe then you could drink it. Man, it was cramped in there. You'd be drenched, nowhere to breathe. It's like riding around in an oven. And you'd have your helmet on you, 100 pounds of gear and ammo. I swear, sometimes I feel like it's still on me, like it's all still
strapped on me. FEMALE SPEAKER: How many tours did you do in Iraq? JAKE LEVY: Three. After that last recon, I just-- There were 26 of us. Five marines in the Humvee I was in. I remember I was wearing my night vision goggles. We passed through a village and everything was green, like I was in a dream or under water. And then there was a flash, bright light just blinded me. There was this explosion. I can't-- I can't-- FEMALE SPEAKER: It's OK, Jake. Take it easy. I understand this is difficult. There's something I;d like to try with you. It's called exposure therapy, and it's a treatment that's used a lot with war veterans, especially those struggling with anxiety and PTSD. JAKE LEVY: Exposure therapy? FEMALE SPEAKER: Yes. It's to help someone like yourself to confront your feelings and anxieties about a traumatic situation that you've experienced. It's a-- It's meant to help you get more control of your thoughts, to make sense of what's happened, and to not be so afraid of your memories. JAKE LEVY: Put that in a bottle and I'll buy 10 cases of it.
FEMALE SPEAKER: Well, one part of it is learning to control your breathing. And when you practice that, you can learn to manage your anxiety, to get more control of it, not let it control you, to protect yourself. Do you want to try it? JAKE LEVY: Right now? FEMALE SPEAKER: Sure. JAKE LEVY: Why not? ©2013 Laureate Education, Inc. 1
Levy Family Episode 3 FEMALE SPEAKER: OK. Well, I know this sounds crazy, but a lot of people don't breathe properly. And it really comes from bad habits. When they inhale and exhale, all the effort is here in their chest and shoulders. And the problem with that is you get a really short, shallow breath. And that really increases the stress and anxiety in your body. Instead, a more natural breath should always involve your diaphragm, right here in your abdomen. When you breath in, your belly should expand. And when you breath out, your belly should fall. OK? JAKE LEVY: OK. FEMALE SPEAKER: So, let's practice. Close your eyes. Now, I want you put one hand on your abdomen and the other across your chest. Good. Good. Now, I just want you to take a few breaths, just like normal. What are you feeling? JAKE LEVY: I feel my chest moving up and down. But my belly, nothing. FEMALE SPEAKER: OK. So that's what I was just talking about. That's OK. Let's try this. I want you take a breath. And this time, I only want you to allow your
abdomen to expend when you breathe in and to fall when you breathe out. OK, let's try it. Breathe in. Breathe out. Breathe in. Breathe out. You feeling better? More relaxed? JAKE LEVY: Yes. FEMALE SPEAKER: And the more you practice it the easier it will become. So when you find that stress and anxiety coming on, just do your breathing. You can keep yourself from getting swept by all those bad thoughts. OK? JAKE LEVY: Yes. Thank you. FEMALE SPEAKER: So, do you want to try to go back to what you were telling me about before? JAKE LEVY: I can try. It was night. We were out on recon. It was my third tour in Iraq. Levy Family Episode 3 Additional Content Attribution MUSIC: ©2013 Laureate Education, Inc. 2
Levy Family Episode 3 Music by Clean Cuts Original Art and Photography Provided By: Brian Kline and Nico Danks ©2013 Laureate Education, Inc. 3 Individual Homework 2 Chapter 6 Reading Save homework as a pdf and upload to the link provided on Blackboard. Please be sure to label your file as follows: “Last name First name Indiv HW 2.pdf” Reading Comprehension (12 pts) Read chapter 6. Answer the following questions: 1. List a set of metrics corresponding to the need that ‘a pen write smoothly’. Provide a minimum of 3 metrics. (4 points) 2. How might you establish precise and measurable specifications for intangible needs such as “the front suspension looks great”? (4 points) 3. Can poor performance relative to one specification always be
compensated for by high performance on other specifications? If so, how can there ever really be a “marginally acceptable” value for a metric? (4 points) Activity (20 pts) Chose a product (not related to your group project opportunity), such as camping tents that you can collect benchmark information. It is the goal of this exercise to find out which user needs lead to the highest or lowest rankings in similar products. This exercise will help your team focus on the most important user needs. 1. Create an excel document to record your work. (Similar to Exhibit 6-7) 2. Prepare a list of metrics (Step 1: Prepare the List of Metrics, Chapter 6). 3. Collect competitive benchmark information from 2 competitive products on Amazon that have a substantial number of reviews. (Step 2: Collect competitive benchmark information, Chapter 6) 4. Break down each review. For example, if a review for a tent discusses how the poles broke the first night and leaked in a rainstorm, make categories for “reliable poles” & “water resistance”. 5. For each mention of those categories, make a new entry, recording whether the mention was positive, neutral, or negative, and the overall
rating(# of stars) of the review. 6. Continue scanning reviews for new categories or repeated mentions of existing ones. Look through at least 15 reviews for each product, with roughly five 5-star reviews, five 3-star reviews, and five 1-star reviews. Analyze your data. Which features, when done well, lead to a high ranking? Which features, when negatively mentioned, lead to low ratings? Create a numerical ranking of the importance of each need. Reflect. Are there items missing in your needs list which you saw recurring in your qualitative benchmarked products? Are there items in your user needs list which were never mentioned and you believe need to be removed? Important! Save these reviews to pdf, along with the links. They are raw data, and will be included with your homework.

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  • 1. Scanned by CamScanner O n e o f S w ia liz e ď s e x is tin g m o u n ta in b ik e s w ith a s u s p e n s io n fo r k . E X H IB IT 6 - 1 C o u rte s y o f S Iw , ia li? e d B ic y c le C o m p o n e n ts P ro d u c t S p e c ific a t io n s ) T E R S ı x Scanned by CamScanner P e s io n s y s te m . T h e s e a r e ju s t d iff e r e n c e s in te r m n o to y . ' o r c e ï e ] to k e y d e s ig n v a r ia b le s o f th e p r o d u c t s u c h a s th e o il v is c o s ity o r s p
  • 2. te ı ls tic s " , n th is w a y . O th e r fir m s u s e " s p e c ilic a tio n s " o r " t e c h n ic a l s p e c ı E P r o d u c t h a s to d o . S o m e firm s u s e th e te rm s " p ro d u c t r e q u ir e m e n ts " o r " e n g ın e e r W e in te n d th e te r m p ro d u c t s p e c ifıc a t Êo n s to m e a n th e p r e c is e d e s c ń p tio n o f w h sp e c ilic a ū o n m ig h t b e th a t "
  • 3. t h e a v e r a g e tim e to a s s e m b ıe th e fo r k to th e fr a m e is le s s th a n 7 5 s e c o n d s . " c o n īr a s t to th e c u s to m e r n e e d th a t " t h e s u s p e n s io n is e a s y to in s ta ll, " t h e c o rre sp o n d in g w h a t th e te a m w ill a tte m p t to a c h ie v e to s a tis f y th e c u s to m e r n e e d s . F o r e x a m p le , m h o w to a d e s s th e c u s to m e r n e e d s , b u t th e y d o r e p r e s e n t a n u n a m b ig u o u s a g r e e m e n t o n m e a s u r a b le d e ta il w iia t th e p r o d u c t h a s to d o . p r o d u c t specifications d o n o t te ll th e te am d e v e lo p m e n t te a m s u s u a lly e s ta b lis h a s e t o f s p e c if ic a tio n s , w h ic h s p e ll o u t in p re c ise ,
  • 4. P ro d u c t. T he y s im p ly le a v e to o m u c h m a r g in fo r s u b je c tiv e in te rp r e ta tio n . F o r th is re a so n , c u s to m e r s , t h e y p r o v id e little s p e c ific g u id a n c e a b o u t h o w to d e s i g n a n d e n g in e e r th e w h ile s u c H e x p r e s s io n s a r e h e lp f u l in d e v e lo p in g a c le a r s e n s e o f th e is s u e s o f in te re st to b u m p y tr a ils " a r e t y p ic a l in te rm s o f th e s u b je c tiv e q u a ıity o f th e e x p r e s s io n s ; h o w e v er, " t h e s u s p e n s io n is e a s y to in s ta ll - o r " t h e s u s p e n s io n e n a b le s h ig h - s p e e d d e s c e n ts o n c u s to m e r n e e d s fo r th e s u s p e n s io n f o r k a r e
  • 5. lis te d in T. x h ih it 6 - 2 . C u s to m e r n e e d s s u c h a s C u s to m e r n e e d s a r e g e n e r a lly e x p r e s s e d in th e " la n g u a g e o f th e c u s to m e r , " T he p rim a ry W n a t A r e S p e c if ic a t io n s ? c a n b e c o n s M ıc te d u s in g c o n v e n tio n a l s p re a d s h e e t s o ftw a r e . C u s to m e r N e e d s . T h e m e th o d e m p lo y s se v e r a ı ų in 】p į e jn lb m la t io n s y s te m s , a ll o f w h ich th e c u s to m e r n e e d s a r e a lr e a d y d o c u m e n te d tts d e s c r ib e d i n C h a p te r 5 , Id e n tify in g T h is c h a p te r p r e s e n ts a m e th o d f o r e s ta b 1į s łıin g p r o d u c t s p e c if ic a tio n s . W e a s s u m e th a t lik e c o s t a n d w e ig h t? H o w c o u l d t he t ea m r e s o l ve t he i ne v i tab l e t ra d e - o f fs a m o n g p r o d u c t c h a r ac t er istics � s u b s ta n tia l s h a r e o f th e s u s p e n s io n fo r k m a rk e t ?
  • 6. H o w c o u l d t he t ea m d e v e l op c o n f i de n c e t ha t i ts i nt en d e d p r o d u c t w o u l d g a r n e r a� s u c c e s s o r fa ilu re o f th e re s u ltin g p r o d u c t d e s ig n ? H o w c o u l d t he t ea m a n d i ts s e n i or m a n a g e m e n t a g r e e o n w h a t w o u l d c o n s t itut e� fo r th e re m a in in g d e v e lo p m e n t e f fo r t? H o w co u l d the rel at ive l y s u b j ec t ive c u s t om e r n e e d s b e tran s l at ed i nt o p r ec i se targ e t s� s e v e ra l c h a lle n g e s re s u lt o f th is p ro c e s s th e y h a d a s s e m b le d a lis t o f c u s to m e r n e e d s . T h e y n o w fa c e d o n lo c a l tr a ils , a n d th e y a ls o h a d s p e n t tim e w o rk in g w ith d e a le r s in th e ir s to re s . A s a o f th e te a m h a d in te rv ie w e d le a d u s e rs a t m o u n ta in b ik e r a c e s a n d r e c r e a tio n a l c y c lists a d d itio n to lo g g in g m a n y h o u r s o f r id in g o n s u s p e n d e d b ik e s th e m s e lv e s , t h e m e m b e rs T h e d e v e lo p m e n t te a m h a d s p e n t a g r e a t d e a l o f tim e id e n tify in g c u s to m e r n e e d s , In v id e M g h e r v a l u e fo r th e r e c r e a tio n a l c y c lis t .
  • 7. fo rk s o n its b ic y c le s (E x h ib it 6 - 1), it w a s in te re s te d in e x p lo ń n g d e s ig n s th a t w o u ld p ro - fo rk fo r th e m o u n ta in b ik e m a r k e t . A lth o u g h th e fir m w a s a lr e a d y s e llin g s u sp e S pe c ia liz e d B ic y c ıe C o m p o n e n ts w a s in te re s te d in d e v e lo p in g a n e w fr o n t s u s p e n Scanned by CamScanner T h e s e s p e c if ıc a tio n S r e p r e s e n t th e h o p e s a n d a s p ira t io n s o f th e te a m , b u t th e y a r e e s ta b - th is is r a r e ly p o s s ib ıe ,
  • 8. F o r s u c h p ro d u c ts , s p e c ific a tio n s a r e e s ta b lis h e d a t le a s t tw ic e . q u ite w e ll ; th e te c h n o lo g is ts o n th e te a m c a n r e lia b ly c o n c o c t a fo r m u la tio n th a t s a t is -m e e t th o s e s p e c ifİ c a tıo n s . F o r s o m e p r o d u c ts , s u c h a s s o a p o r s o u p , t h is a p p r o a c h w o r k s In a n id e a l w o r ld , t h e te a m w o u ld e s ta b li s h th e p ro d u c t s p e c ific a tio n s o n c e e a r ly in th e W h e n A r e S p e c if ic a t io n s E s t a
  • 9. b lis h e d ? T h e p ı o d u č t s p e c ifzc a tio n s (p iu r a ı) a r e s im p ly th e s e t o f th e in d iv id u a l s p e c ific a tio n s . (e . g . , s e c o n d s , k ilo g ra m s , jo u le s) . T o g e th e r, t h e m e tric a n d v a lu e fo rm a s p e c ific a tio n . n u m b e r , a r a n g e , o r a n in e q u a lity , V alu e s a r e a lw a y s la b e le d w ith th e a p p r o p ń a te u n its v a lu e o f th is m e tr ic . N o te th a t th e v a lu e m a y ta k e o n s e v e ra l fo rm s , in c lu d in g a p a r tic u la r F o r e x a m p le , " a v e r a g e tim e to a s s e m h le "
  • 10. is a m e tric , w h ile " le s s th a n 7 5 s e c o n d s " is th e p r e c is e a b o u t a fe w d e f in itio n s . A sp e c ifıc a tio n (s in g u la r ) c o n s is ts o f a m e tr ic a n d a v a lu e . 4 2 0 T h e s u s p e n s io n is s a fe in a c ra s h 5 19 T h e s u s p e n s io n la s ts a lo n g t im e 5 18 T h e s u s p e n s io n c a n b e m a in ta in e d w ith re a d ily a v a ila b le to o ls . 3 17 T h e s u s p e n s io n a llo w s e a s y re p la c e m e n t o f w o r n p a r ts . 1 16 T h e s u s
  • 11. p e n s io n c a n b e e a s ily a c c e s s e d fo r m a in te n a n c e . 3 1 5 T h e s u s p e n s io n is n o t c o n t a m in a te d b y g ru n g e . 5 1 4 T h e s u s p e n s io n is n o t c o n t a m in a te d b y w a te r. 5 1 3 T h e s u s p e n s io n is a « o rd a b le fo r a n a m a te u r e n th u s ia s t . 5 12 T h e s u s p e n s io n in s t ills p rid e 5 1 1 T h e s u s p e n s io n w o rk s w it h fe n d e rs . 1 10 T h e s u s p e n s io n is e a s y to in s ta ll 1 T h e s u s
  • 12. p e n s io n ltm · w id . . ' "e t y o f b ik . . , w h e e l s , a n d - - - - 了 9 P ro v id e s s ti 仟 m o u n t in g p o in t s fo r t h e b ra k e s . 8 T h e s u s p e n s io n is li g h tw e ig h t . 7 T h e s u s p e n s io n re m a in s rig id d u rin g h a rd c o rn e rin g . 4 6 T h e s u s p e n s io n p re s e rv e s t h e s te e rin g c h a ra c te ris tic s o f th e b ik e . 4 5 T h e s u s p e n s io n a llo w s s e n s itiv ity a d ju s t m e n t . 3 4 T h e s u s p e n s io n
  • 13. e n a b le s h i g h - s p e e d d e s c e n ts o n b u m p y t ra ls . 5 3 T h e s u s p e n s io n a llo w s e a s y tra v e rs a i o f s lo w , d iffic u lt te rra in . 2 2 T h e s u s p e n s io n re d u c e s v ib ra t io n t o t h e h a n d s . 3 1 T h e s u s p e n s io n N e e d lm p · N o . 9 3 p r o d u u S p e c ifī c a lio n s
  • 14. Scanned by CamScanner th e p r o d u c t c o n c e p t a c tu a lly s e le c te d . in th e m a r k e tp la c e . L a te r th e s e s p e c ific a tio n s w ill b e re fin e d b a s e d o n th e lim ita tio n s g o a ls o f th e d e v e lo p m e n t te a m , d e sc rib in g a p ro d u c t th a t th e te a m b e lie v e s w o u ld su c c e e d re a s o n , s u c h p re lim in a ry s p e c ific a tio n s a re la b e le d " t a r g e t s p e c ific a tio n s . " T he y ar e th e c o n tin g e n t u p o n th e d e ta ils o f th e p ro d u c t c o n c e p t th e te a m e v e n tu a lly s e le c ts . f · o r this a g g r e s s iv e s p e c if ic a tio n s . A c tu a lly m e e tin g th e sp e c ific a tio n s e s ta h lish e d a t th is p o in t is tu rin g c o s t o f $ 3 0 , a n d th e b e s t d e s c e n t tim e o n th e te s t tr a c k , a s t h e s e a re th re e q
  • 15. u ite in a d v a n c e th a t it w ill b e a b le to a c h ie v e s im irlta n e n u s l y a m a s s o f İ k ilo g ra m , a manufac c a lly fe a s ib le . F o r e x a m p le , in d e s ig n in g a s u s p e n s io n fo r k , t h e te a m c a n n o t a ssu m e p r o m is in g o n e (s ) s e le c te d . A n a rb itra ry s e ttin g o f th e specifications m a y n o t b e te c h n i - n e e d s h a v e b e e n id e n tifie d b u t b e fo re p ro d u c t c o n c e p ts h a v e b e e n g e n e r a te d a n d th e m o st A s E x h ib it 6 - 3 illu s tra te s , t h e ta rg e t s p e c ific a tio n s a r e e s ta h lis h e d a f te r th e c u s to m e r E s t a b lis h in g T a r g e t S p e c if ic a t io n s th e s e c o n d is fo r s e ttin g th e final sp e c ific a tio n s a fte r th e p ro d u c t c o n c e p t h a s b e e n se le c te d , Ľ lis c h a p te r p re s e n ts tw o m e th o d s : th e fir s t is fo ľ e s ta h lis h ìn g ił1e ta rg ę t s p e c ific a tio n s a n d in f o r m a tim n s y s te m s u s e d b y th e te a m th r o u g h o u t th e d e v e ļ o p ın e n t p r o c e s s .
  • 16. im p lic a tio n s fo r th e b u s in e s s . T h e lis t o f p ro d u c t s p e c iń c a tra iìs is a ls o o n e o f th e k e y te a m a g r e e s to a c h ie v e , t h e p r o je c t s c h e d u le , t h e re q u ir e d r r s o u r c e s , a n d th e e c o n o m ic b o o k T h e c o n tra c t b o o k (d e sc rib e d in C h a p te r 1 9 , M a n a g in g P ro je c ts ) s p e c ifie s w h a t th e e le m e n ts o f th e d e v e lo p m e n t p la n , w h ic h is u s u a lly d o c u m e n te d in th e p ro je c t ' s c o n t r a c t d e v e lo p m e n t p r o c e s s in E x h ib it 6 - 3 . N o te th a t th e fin a l s p e c ific a tio n s a re o n e o f th e k e y T he tw o s ta g e s in w h ic h s p e c ific a tio n s a r e e s ta h lis h e d a r e s h o w n a s p a r t o f th e c o n c e p t o u t th e d e v e lo p m e n t p r o c e s s . b u t w e n o te th a t in s o m e o r g a n iz a tio n s s p e c if ic a tio n s a re r e v is ite d m a n y tim e s th ro u g h - p ro d u c t . F o r s im p lic ity , w e p re s e n t a tw o - s ta g e p r o c e s s fo r e s ta h ıis h in g s p e c ific a tio n s ,
  • 17. m u s t fr e q u e n tly m a k e h a r d tr a d e - o f Fs a m o n g d iff e re n t d e s ir a b le c h a r a c te r is tic s o f th e c o n s tr a in ts a n d th e e x te d p ro d u c tio n c o s ts . T o s e t th e ßn a l s p e c ifzc a tio n s , t he te am s e le c te d . T h e te a m re v is its th e s p e c ific a tio n s w h ile a s s e s s in g th e a c tu a l te c h n o ln g ic a l th is re a s o n , t h e ta rg e t s p e c if ic a tio n s m u s t b e r e f in e d a f te r a p r o d u c t c o n c e p t h a s b e e n m a y e x c e e d o th e r s , d e p e n d in g o n th e p ro d u c t c o n c e p t th e te a m e v e n tu a ll y s e le c ts . For c a n b e a c h ie v e d . T h e te a m ' s e ffo rts m a y fa il to m e e t s o m e o f th e s e s p e c ific a tio n s an d th e fin a l s p e c ific a tio n s m u s t w a it u n til a fte r th e p ro d u c t c o n c e p t
  • 18. h a s b e e n s e le c te d . E X H ıB ıT 6 - 3 T h e c o n c e p t d e v e lo p m e n t p ro c e s s . T h e ta rg e t s p e c ific a tio n s a r e s e t e a r ly in th e p r o c e s s , b u t s e t t i n g P ro to ty F = Ħ Scanned by CamScanner q u ite u s e f u l fo r r e p r e s e n tin g th i s m a p p in g . h o w e v e r , in w h ic h th e m a p p in g fr o m n e e d s to m e tric s is c o m p le x , a n d th e m a tr ix c a n b e a lo n g s id e th e lis t o f m e tric s ( th e s e c o n d c o lu m n in E x h ib it 6 - 4 ). T h e r e a r e s o m e c a s e s ,
  • 19. ju s t a s e a s ily c o m m u n ic a te d b y ıi s tin g th e n u m b e r s o f th e n e e d s r e la te d to e a c h m e tric C īa iıs in g , 19 8 8 ). In m a n y c a s e s , w e fin d th e in fo rm a tio n in th e n e e d s - m e tr ic s m a tr i x i s a g r a p h ic a l te c h n iq u e u s e d in Q u a lity F ıłn c tio n D e p lo y m e n t, o r Q F D (H a u s e r a n d p ro d u c t s a tis f ie s th e c u s to m e r n e e d . T h is m a trix is a k e y e le m e n t o f th e H o u s e o f g u a E z) , a r e r e la te d p e rfo r m a n c e re la tiv e to th e m e tric w ill in f lu e n c e th e d e g re e to w h ic h th e m a r k in a c e ll o f th e m a tr ix m e a n s th a t th e n e e d a n d th e m e tric a s s o c ia te d w ith th e c e ll s p o n d to
  • 20. th e c u s to m e r n e e d s , a n d th e c o lu m n s o f th e m a trix c o rr e s p o n d to th e m e tric s . A A n e x a m p le n e e d s - m e tric s m a trix is s h o w n in E x h ib it 6 - 5 . T h e ro w s o f th e m a tr ix c o lr e - A s im p ıe n e e d s - m e tr ic s m a tń x re p re s e n ts th e re la tio n s h ip b e tw e e n n e e d s a n d m e tric s . M o u n ta in B ik e m a g a z in e .) " m a x im u m v a lu e fro m th e M o n s te r . " (th e " M o n s te r ' ' is a s u s p e n s io n te s t d e v e lo p e d b y in c lu d in g , fo r e x a m p le , t h e m e tric s " a t t e n u a t io n fro m o p o u t to h a n d ıe b a r a t 1 0 H z
  • 21. " a n d ro u g h tra ils . M e te a m m a y c o n c lu d e th a t s e v e ra l m e tric s a r e r e q u ir e d to c a p tu r e th is n e e d , v ib ra tio n c a n b e tr a n s m itte d , in c lu d in g s m a ll b u m p s o n le v e t r o a d s a n d b ig b u m p s o n to tr a n s la te ın to a s in g le m e tń c , b e c a u s e th e r e a re m a n y d iĦ e r e n t c o n d itio n s u n d e r w h ic h t h e n e e d fo r th e fo rk to r e d u c e v ib ra tio n to th e u s e r ' s h a n d s m a y b e e v e n m o re d iĦic u lt in te r a c tio n s w ith c u s to m e r s . u n d e r s ta n d i n g o f th e m e a n in g o f e a c h n e e d s t a te m e n t d e r iv e d f r o m f i r s th a n d d ir e c tly in v o ıv e d in id e n tify in g th e c u s to m e r n e e d s . In th is w a y th e te a m c a n r e ly o n its o f th e tr a n s la tio n F r o e s s . T h o s e e s ta b lis h in g th e s p e c ific a tio n s s h o u ld h a v e b e e n m a te ly m a y le a d tc w o r k e - in ju ry o r d e a le r f r u s tra tio n . B e c a u s e o f th e
  • 22. im p re c is e n a tu r e e x tr e m e ly fa s t b u t r e q u ir ' e a n a w k w a 】 · d a n d p a in f u l s e t o f f in g e r a c tio n s , w h ic h u ıti - tio n . Is a s s e m b ly tim e r e a lly id e n tic a l to e a s e o f in s ta lla tio n ? T h e in s ta lla tio n c o u ld b e a s s e m b ly o f th e fo r k to th e fra m e ; h o w e v e r , n o t e t h e p o s s ib le s u b tle tie s in th is tr a n s la - m a y c o n c lu d e th a t th is n e e d is la rg e ıy c a p tu r e d b y m e a s u ń n g th e tim e r e q u ir e d f o r F o r e x a m p le , c o n s id e r th e n e e d th a t th e s u s p e n s io n b e " e a s y to in s ta ll . " T h e te a m is o n e a n d o n ly o n e m e tric fo r e a c h n e e d . In p r a c tic e , t his is fre q u e n tly n o t p o s s ib le . p ro d u c t w ill re fle c t th e d e to w h ic h th e p ro d u c t s a tis fie s th a t n e e d . In th e id e a l c a s e , t h e re
  • 23. c o n te m p la te e a c h n e e d in tu m a n d to c o n s id e r w h a t p lle c is e , m e a s u r a b le c h a ra c te ń s tic o f th e A lis t o f m e tric s is s h o w n in E x h ib it 6 - 4 . A g o o d w a y to g e n e ra te th e lis t o f m e tr ic s is to s w ific a tio n s w ill th e pe fo re le a d to s a tisfa c tio n o f th e a s s o c ia te d c u s to m e r n e e d s . c u s to m e r n e e d s to a s e t o f p r e c is e , m m s u r a ble specifications s p o s s ib le a n d th a t m e e tin g th e e n tir e c o n c e p t o f s p e c ific a tio n s . T h e w o rk in g a s s u m p tio n is th a t a tra n s la tio n fr o m P ro d u c t satis fies th e c u s to m e r n e e d s . T h e re la tio n s h ip b e tw e e n n e e d s a n d m e ır ic s is c e n tra l to T h e m o s t u s e fu l m e tric s a ie th o s e th a t re fle c t a s d ire c tly a s p o s s ib le th e d e g re e to w h ic h th e S te p 1 P r e p a r e t h e 나 姓 o f M e t r lc l 4 . R e f le c t o n th e re s u lts a n d th e p ro c e s s . 3 . S e t id e a l a n d m a rg in a lly a c c e p ta b le ta rg e t v a lu e s . 2 . C o lle c t c o m p e titiv e b e n c h m a r k in g in fo rm a tio n . 1. P re p a r e th e lis t o f m e tric s .
  • 24. T h e p r o c e s s o f e s ta b lis h in g th e ta r g e t s p e c ific a tio n s c o n ta in s fo u r s te p s Scanned by CamScanner ñ c a tio n s a ls o in d ic a te w ila t th e p r o d u c t m u s t d o , b u t n o t h o w th e s p e c ific a tio n s w i l o f th e w h a t - n o t - )io w p r in c ip le in tr o d u c e d in C h a p te r 5 . A s d o c u s to m e r n e e d s , s p e e l M e i ri cs sh o u l d be de p e n d e ızt, ııo t in d e p e n d e ııt, v a r i a b l e s . T h i s gu i de l ine is a va r ian t � c u s to m e r n e e d . n e e d . In p r a c tic e , s e v e r a l m e tr ic s m a y b e n e c e s s a r y to c o m p le te ly r e f le c t a s in g le m e tr ic , a n d th e v a lu e o f th a t m e tū c w o u ld c o rr e la te p e rfe c tly w ith s a tis fa c tio n o f th a t M e e s sl zo u l ď be co m p l e t e . I de a l ly ea c h cu s t om e r ne e d wo u l d co r re s p o n d to a si ng l e� A fe w g u id e lin e s s h o u ld b e c o n s id e r e d w h e n
  • 25. c o n s tr u c tin g th e lis t o f m e lr ic s a re a ls o s h o w n . " S u b j. " Is a n a b b re v ia tio n in d ic a tin g th a t a m e tric is s u b je c tiv e . E X H IB ıT 6 -4 L is t o f m e tr ic s fo r th e s u s p e n s io n . Th e re la tiv e im p o rta n c e o f e a c h m e tric a n d th e u n its f o r th e m e u ic 2 6 2 0 B e n d in g s t re n g th (fro n t a l lo a d in g ) 5 k N 2 5 2 0 J a p a n In d u s t ria l S ta n d a rd s te s t 5 B in a ry 24 19 M o n s te r c y c le s to fa ilu re 5 C y c le s 2 3 19 U V te s t d u ra tio n to d e g ra d e r u b b e r p a r ts 5 h r 2 2 1 7 , 1 8 S p e c ia l to o ıs re q u ire d ío r m a in t e n a n c e 3 L is t
  • 26. 2 1 16 , 1 7 T i m e t o d is a s s e m b lc . !a s s e m b le fo r m a in te n a n c e 3 s 2 o 15 lÆ . . In m u d c h a m b e r w it h o u t c o n t a m in a t io n 5 k - c y c le s 19 14 II " in s p ra y c h a m b e r w irh c u t w a te r e n t ry 5 18 13 U n it m a n u fa c tu rin g c o s t 1 5 U S $ 17 12 In s t ills p rid e 5 S u b j. 16 1 1 F e n d e r c o m p a t ib ility 1 L is t 15 10 T im e to a s s e m b le to fra m e 1 s 14 9 M a x im u m t ire w id th 5 in . 13 9 W n e e l s iz e s 5 L is t 5 m m12 9 S te e rtu b e le n g t h 1 1 9 H e a d s e t s iz e s 5 in . 10 8 La te ra l s tiffn e s s a t b ra k e p iv o t s 2 k N / m
  • 27. 9 7 To ta l m a s s 4 k g 3 kN /m8 6 La te ra l s t iffn e s s a t w ï m m 7 5 R a k e o ffs e t 3 m m 6 5 M a x im u m tra v e l (2 6 - in . w h e e l) 3 5 4 D a m p in g c o e ffic ie n t a d j u s tm e n t ra n g e 3 N - 5 /m 4 1 , 3 u m d e s c e n t t im e o n t e s t t ra c k 5 5 g3 1 , 3 IL 们 u m v a ıu e fr o m t h e M o n s te r 3 N 2 2 , 6 S p rin g p r e ıo a d 1 , 3 . A « e n u a t io n * o m d ro p o u t t o h a n d le b a r a t 1 0 H z 3 B M e t ric N o . N e e d N o s _
  • 28. M e t r ic ım p . U n it s Scanned by CamScanner th e b e s t a p p r o a c h p o s s ib le . sp e c ilic a tio n s , d e s ig n e rs a r e le ft w ith th e fre e d o m to a c h ie v e th e s p e c ific a tio n s u s in g o r o u tp u t v a r ia b l e s ) in th e d e s ig n p f o b le m . B y u s in g d e p e n d e n t v a r ia b İ e s f o r th e u c t a n d s h o u l d th e re fo r e b e th e d e p e n d e n t v a ria b le s ( i . e . , th e p e rfo rm a n c e m e a s u r e s
  • 29. d im e n s io n s a n d m a te ria ls c h o ic e s . M e tric s s p e c ify th e o v e ra ll p e r f o rm a n c e o f a p r o d - b e c a u s e it a r is e s fr o m o th e r in d e p e n d e n t d e c is io n s th e d e s ig n e r s w ill m a k e , s u c H a s m a te ń a l u s e d fo r th e fo rk , In o th e r w o r d s , d e s ig n e r s c a n n o t c o n tr o l m a s s d ir e c tly a re d e p e n d e n t, s u c h a s th e m a s s o f th e fo r k , a n d s o m e a r e in d e p e n d e n Ą s u c h a s th e b e a c h ie v e d . D e s ig n e r s u s e m a n y ty p e s o f v a ria b le s in p r o d u c t d e v e lo p m e n t ; s o m e EX H ıB IT & 5 th e n e e d s - m e a ic s m a trix . Scanned by CamScanner
  • 30. p biį c a tio n s e x p la in in g th e te c h n iq u e a re r e fe re n c e d a t th e e n d o f th e c h a p te r . a n a ly s is m a y b e u s e f u l . C o n jo in t a n a ly s is is d e s c ń b e d b ń e f ly la te r in th is c h a p te r lish in g th e re la tiv e im p o r ta n c e o f th e s e s p e c i f i c a t i o n s s c ń tic a ı1y im p o r ta n t, c o n jo th a n th ro u g h a fo rm a l a lg o rith m . W n e n th e re a r e re la tiv e ly fe w s p e c ific a tio n s a n d e st a b - w e ig h tin g s c a n b e s t b e d e te rm in e d th ro u g h d is c u s s io n a m o n g th e te a m m e m b e r s , r a t he r e ıa tio n s h i p s . W e b e lie v e th a t th e re m e e n o u g h s u b tle tie s in th is p r o c e s s th a t im p o rta n c e c o n s id e ń n g th e im p o r ta n c e s o f th e n e e d s to w h ic h it r e la te s a n d th e n a tu r e o f th e s e m e tric is r e la te d to m o r e th a n o n e n e e d , t h e im p o r ta n c e o f th e m e tric is d e te r m in e d b y ra tin g o f th e n e e d b e c o m e s th e im p o r ta n c e r a tin g o f th e m e tr ic . F o r c a se s in w h ic h a
  • 31. it re fle c ts . F o r c a s e s in w h ic h a m e tū c m a p s d ir e c tly to a s in g le n e e d , t h e im p o rta n c e T h e im p o rta n c e ra tin g o f a m e tric is d e riv e d fro m th e im p o rta n c e r a tin g s o f th e n e e d s " L. ist " a n d " B in a r y " in th e u n its c o lu m n . ) th e s ta n d a r d s a fe ty te s t, t h e v a lu e is p a s s /fa iİ . (W e in d ic a te th e s e tw o c a s e s b y e n te ń n g o f th e m e M c is a c tu a lly a lis t o f fe n d e r s ra th e r th a n a n u m b e r . F o r th e m e tr ic in v o lv in g ıis ū n g th e m o d e ls o f fe n d e r s w ith w h ic h th e f o r k is c o m p a tib le . İ n th is c a s e , t h e v a lu e n e e d th a t th e s u s p e n s io n " w o r k s w ith fe n d e r s " is b e s t tr a n s la te d in to a s p e c ific a tio q
  • 32. a lıd s e c o n d s h o w e v e s o in e m e tric s w ill n o t le n d th e m s e ı d . T o n u m e r ic a l v a lu e s . Th e m e a s u re m e n t a r e m o s t c o m m o n Į y c o n v e n tio n a l e n g in e e r į ï Į u r its s u c h a s k ilo g r a m s th e u n its o f m e a s u re m e n t a n d a n im p o r ta n c e r a tin g f o e a c h m e tr ic . T h e u n its o f In a d d it io n to d e n o tin g th e n e e d s r e Į a te d to e a c h m e tr ic , E x h ib it 6 - 4 c o n ta in s in c lu d e a m e tr ic u s e d b y th e m e d ia th a t h a s little in tr in s ic te c h n ic a l m e r it . M gh p e rfo rm a n c e in th e m e d ia e v a lu a tio n s is in its e lf a c u s to m e r n e e d a n d c h o o s e to w o rk w ith th e m e d ia to r e v is e th e c r ite r ia İ n a fe w c a s e s , t h e te a m m a y c o n c lu d e th a t id e n tifie d , t h e n it s h o u ld e n s u re d ıa t a n e e d h a s n o t b e e n o v e r lo o k e d a n d /o r s h o u ld re la tio n s h ip b e t w e e n th e c rite ria u s e d b y th e m e d i a a n d th e c u s to m e r n e e d s it h a s in c lu d e d " m a x im u m v a lu e fro m th e M o n s te r "
  • 33. a s a m e tr ic . If th e te a m c a n n o t fin d a e q u ip p e d w i th th e fo r k r u n s o v e r a b lo c k 5 0 m illim e te r s ta ll . F o r th is r e a s o n , t h e te a m w h ic h m e a s u r e s th e v e r tic a l a c c e le r a tio n (in g ' s ) o f th e h a n d le b a r s a s a b ic y c le in g to th e s e c rite ria . M o tin ta i n B ik e m a g a z in e u s e s a te s t m a c h in e c a lle d th e M o n s te Ļ ]cn o w s w h a t th e e v a lu a tio n c rite ria w ill b e , t h e n it s h o u ld in c lu d e m e tric s c o rre sp o n d - m a g a z in e s , If th e te a m k n o w s th a t its p ro d u c t w il l b e e v a lu a te d b y th e tr a d e m e d ia a n d R e p o n s , o n v a r io u s In te rn et s ite s , o r , in o u r c a s e , in B ic y c E n g a n d M o u n ta in B ik e e v a lu a tio n s . S u c h e v a lu a tio n s a r e fo u n d , fo r e x a m p l
  • 34. e , in W u ła r S c ie n c e , C o n s u m e r M a n y c u sto m e rs in v a rio u s m a r k e ts b u y p r o d u c ts b a s e d o n in d e p e n d e n tly p u b lis h e d H ıe m e tric s s h o u ıd in c lu d e tłıe p o p ıtla r e r ite r ilıfo r c o m p a ris o n in th e m a r lte tp ıa c e . c o n firm ıh a t th e s p e c ifi c a tio n is s a tis fie d ; fo r e x a m p le , by a p a n e l o f c u sto m e rs . by e n te ń n g " S u b j, " in th e u n its c o lu m n . ) H o w e v e r , th e te a m s till h a s to d e c id e h o w t n e e d s ta te m e n t a s a s p e c ific a tio n a n d n o te s th a t th e m e u ic is s u b je c tiv e . (W e in d ic a te th i b ike m a rk e t, bu t h o w c a n p ń d e b e q u a n tifıe d ? In th e s e c a s e s , th e te a m s im p ly re p e a ts t pe n s io n n s tills p ń
  • 35. d e m a y b e q u ite c ritic a l to s u c c e s s in th e fa s h io n - c o n s c io u s m o u n ta i So m e n e e d s c a n n o t e a s ily b e » a łıs ıM e d iıtıo q u a n tilia b le m e tr ic s . T h e needMate b e , ly e v a lu a te d b y th e te a lı1. c s w b e d ir e c tly o b s e r v a b le o r a n a ly z a b le p r o p e r t ie s o th e p c a o n Ly b e m e a s u r e d b y a s c . E n tiñ c a b o ra to ry c tic a L d , o t r e t h e : e a m o d e
  • 36. Scanned by CamScanner is s e t to b e a t m o s t 1 . 4 k ilo g r a m s . s m a lle r v a lu e s b e in g b e tte r . F o r e x a m p le , t h e v a lu e f o r th e m a s s o f th e s u s p e n s io n fo r k A t mo s t X T h e s e specificatjons es t ab l ish tar ge t s for t he up p E R bo u n d on a me t ric, w i th� to b e a t le a s t 3 2 5 k ilo n e w to n s/m e te r . h ig h e r is s till b e tte r . ĺ · o r e x a m p le , t h e v a lu e o f th e b r a k e m o u n tin g s tif fn e s s is s p e c ifıe d A t ka s t X T h e s e sp e c i fica t io n s es t ab l ish t ar g e t s for t he low e r bo u n d on a me t ńc , b u t � T he r e a r e fiv e w a y s to e x p r e s s th e v a lu e s o f th e m e tr ic s a fte r th e p r o d u c t c o n c e p
  • 37. t h a s b e e n s e le c te d . s ta g e s o f c o n c e p t g e n e ra tio n a n d c o n c e p t s e le c tio n , a n d fo r r e f in in g th e s p e c ific a tio n s p ro d u c t c o m m e rc ia lly v ia b le . B o th o f th e s e ta r g e ts a re u s e f u l in g u id in g th e s u b s e q u e n t m a r g in a lly a c c e p ta b le v a lu e is th e v a l u e o f th e m e tń c th a t w o u ld ju s t b a r e ly m a k e th e a tty a c c e p ta b le v a lıłe . T h e id e a Į v a lu e is t h e b e s t re s u lt th e te a m c o u ld h o p e fo r . T h e v a in e s f o r th e m e tr ic s . T w o ty p e s o f ta r g e t v a lu e a r e u s e f u l : a n id e a l v a lu e a n d a m a rg in - In th is s te p , t h e te a m s y n th e s i z e s th e a v a ila b le in f o r m a tio n to a c tu a lly s e t th e ta r g e t S t e p 3 S e t ıd e a ı a n
  • 38. d M a r g in a ıly A c c e p t a b le T a r g e t V a lu e s p e titiv e v a lu e s o f th e m e tric s (E x h ib it 6 - 6) s h o u ld b e c re a te d . d is c r e p a n c ie s b e tw e e n t h e tw o a r e in s tr u c tiv e . A t a m in im u m , a c h a r t s h o w in g th e c o m - c o n ta in e d in a b o o k b y U r b a n a n d H a u s e r ( 1 9 9 3 ) . B o th c h a r ts c a n b e u s e f u l a n d a n y in g . S o m e te c h n iq L e s fo r m e a s u r in g c u s to m e r s ' p e r c e p tio n s o f s a tis f a c tio n o f n e e d s a r e c o lle c ū n g c u s to m e r p e r c e p tio n d a ta , w h ic h c a n a ls o b e v e ry e x p e n s iv e a n d tim e c o n s u m -
  • 39. r e la tiv e d e g r e e to w h ic h th e p r o d u c ts s a tis fy th e ir n e e d s . C o n s tr u c tin g th is c h a r t r e q u ir e s p r o d u c ts (s e e E x h ib it 6 - 7 ). T h is c h a rt is u s e d to c o m p a r e c u s to m e r s ' p e r c e p tio n s o f th e c o r r e s p o n d in g to th e c u s to m e r n e e d s a n d c o lu m n s c o r r e s p o n d in g to th e c o m p e ti ti v e A n a lte r n a tiv e c o m p e ti t iv e b e n c h m a r k in g c h a r t c a n b e c o n s t r u c t e d w it h r o w s v a lu e s o f th e k e y m e tr ic s s h o u ld b e v e r ifıe d b y in d e p e n d e n t te s tin g o r o b s e r v a tio n . ta in e d in c o m p e tito r s ' c a t a lo g s a n d s u p p o r tin g lite r a tu re a r e n o t a c c u r a te .
  • 40. W h e r e p o s s ib le , w ith o u t h a v in g th is ty p e o f in fo r m a tio n . A w o r d o f w a r n in g S o m e tim e s t h e d a ta c o n - in v e s tm e n t o f tim e is e s s e n tia l, a s n o p r o d u c t d e v e lo p m e n t te a m c a n e x p e c t to s u c c e e d e s tim a rin g th e p r o d u c tio n c o s ts o f th e m o s t im p o r ta n t c o m p e ti tiv e p r o d u c ts ; h o w e v e r , t his v e ry tim e c o n s u m in g , in v o lv in g ( a t th e le a s t) p u r c h a s in g , t e s t in g , d i s a s s e m b l in g , a n d th e v a lu e s o f th e m e tr ic s a r e s im p ly e n te r e d d o w n a c o lu m n . G a th e r in g th e s e d a ta c a n b e T h e b e n c h m a r k in g c h a r t is c o n c e p tu a lly v e ry s im p le . F o r e a c h c o m p e titiv e p r o d u c t , is o n e o f th e
  • 41. " r o o m s " in th e H o u s e o f Qualiı, d e s c ń b e d b y H a u s e r a n d C la u s in g . ) a s a s im p le a p p e n d a g e to th e s p re a d s h e e t c o n ta in in g th e l is t o f m e tr ic s . (T h is in f o r m a tio n e s ta b lis h e d in s te p 1 . N o te th a t th e c o m p e titiv e b e n c h m a r k in g c h a r t c a n b e c o n s tr u c te d c o lu m n s o f th e c h a r t c o r r e s p o n d to th e c o m p e titiv e p r o d u c ts a n d th e r o w s a r e th e m e tr ic s A n e x a m p le o f a c o m p e t itiv e b e n c h m a r k in g c h a r t is s h o w n i n E x h ib it 6 - 6 . T h e In fo rm a tio n o n c o m p e tin g p ro d u c 田 m u s t b e g a th e r e d to s u p p o r t th e s e p o s itio n in g d e c is io n s . d e ta ile d p o s itio n in g o f its p ro d u c t r e la đv e to e x į s tin g p r o d u c ts , b o th its o w n a n
  • 42. d c o m p e tito r s ' . m a rk e 中 la c e , t h e ta rg e t s p e c ific a tio n s a re th e la n g u a g e th e te a m u s e s to d is c u s s a n d a g re e o n th e e n te re d th e p ro d u c t d e v e lo p m e n t p ro c e s s w ith s o m e id e a o f h o w it w is h e s to c o m p e te in th e pe titiv e p ro d u c ts is p a ra m o u n t in d e te rm in in g c o m m e rc ia l s u c c e s s . W n ile th e te a m w ill h a v e U n le s s th e te a m e x p e c ts to e n jo y a to ta l m o n o p o ly , t h e re ıa tio n s h ip o f th e n e w p ro d u c t to c o m - S t e p 2 C o ıle c t C o m p e t it iv e B e n c h m a r k in g ın f o r m a t io n Scanned by CamScanner p ra c tic e is to u se E n g lis h u n its fo r th e se a n d se v e r a l o th e r c ritic a l b ic y c , e d ım e n
  • 43. c h o ic e s . F o r e x a m p le , t he h e a d s e t d ia m e te rs a re 1 . 000 , 1. 12 5 , o r 1 . 2 50 in c h e s A Se to f cr e tt ? y a h te s S o m e m e h ic s w ill h a v e v a lu e s c o rr e sp o n d in g to s e v e ra l d is c be e x p re s se d a s a " b e tw e e n X a n d Y " s p e c ific a tio n . a tio n , t h e te a m re a liz e s th a t w h a t in itia lly a p p e a r s a s a n " e x a c t ly X " s p e c ific a tio n c a b e c a u s e s u c H sp e c ific a tio n s s u b s ta n ū a lly c o n s tr a in th e d e s ig n . O fte n , u p o n re c o n sid e m e tric is s e t to 3 8 m illim e te rs . ıh is ty p e o f s p e c ilic a tio n is to b e a v o id e d if p o ss i b le a n y d e v ia tio n d e g ra d in g p e rfo r m a n c e . F o r e x a m p le , t h e id e a l v a lu e fo r th e ra k e o ilse t E
  • 44. t t y X T ħe s e spe c i fica t ion s es t ab l ish a tar ge t of a pa r t icu t ar va l ue of a me t ric, w i th� n e w to n s . A n y m o re a n d th e su sp e n sio n is h a rsh a n y le s s a n d th e s u s p e n s io n is to o b o u n c y , o f a m e tric . Fo r e x a m p le , t he v a lu e fo r th e sp rin g p re lo a d is s e t to b e b e tw e e n 4 8 0 a n d 8 0 0 B e h p e e n Xa n d } T h e s e spe c i lica t ion s es t ah l ish bo t h up p E R an d low e r b o u n d s for the va l ue � E X H IB ıT 6 - 6 C o m p e titiv e b e n c h m a r k in g c h a r t b a s e d o n m e tric s . J . h e e l s iz e s 园园 2 6 in . 2 6 in . m @ 2 6 in . 12 9 S te e rtu b e le n g t h 5 m m 2 5 5 2 1 5 2 1 0 2 3 0 2 2 0 N A 2 3 0 1 9 0 1 9 0 2 1 0 2 10 2 10 16 5 1 7 0 1 9 0 1 9 0 18 0 1 4 0 1 5 0 1 7 0 1 5 0 15 0 1 5 0 1 1 9 H e a d s e t s iz e s 5 in . 1 . 12 5 1. 2 5 0 1 , 12 5 1 . 2 5 0 1 . 1 2 5 N A 1 . 0 0 0 ? . 12 5 1 . 0 0 0 1 . 12 5 1 . 0 0 0 1 . 0 0 0 1 . 0 0 0
  • 45. " 舀匹敬 回 国 。 。 。。 。 ， 国 阢 匡 8 1 6 ££ :ffn e s s : = 4 3 4 6 3 3 3 8 R o x R o x G Scanned by CamScanner s h o w s th e ta r g e t s a s s ig n e d fo r th e s u s p e n s io n fo rk .p re d ic ta b le ) , a n d th e p r o d u c ť S m is s io n s ta te m e n t a n d ta rg e t m a rk e t s e g m e n t . E x h . B i 6 - 8p e tin g p r o d u c ts a v a ila
  • 46. b le a t th e ti m e , c o m p e tito rs ' fu tu re p ro d u c t c a p a b ilitie s (if th e s e a ' e s e t th e ta r g e t v a lu e s , t h e te a m h a s m a n y c o n s į d e ra tio n s , in c lu d in g th e c a p a b ility o f c o m fa c ilita te d b y th e m e tric - b a s e d c o m p e titi v e b e n c h m a r k in g c h a r t s h o w n in E x h ib it 6 - 6 . T o bo th th e m a rg in a lly a c c e p ta b le a n d id e a l ta rg e t v a lu e s fo r e a c h m e tric . ıh e s e d e c is io n s a r e
  • 47. th e ta r g e t s p e c if ıc a tio n s . T h e te a m s im p ıy p ro c e e d s d o w n th e lis t o f m e tr ic s a n d a s s ig n s U s in g th e s e fiv e d if fe r e n t ty p e s o f e x p r e s s io n s fo r v a lu e s o f th e m e tric s , t h e te a m s e ts w e re c o m m e n d th a t th is l e v e l o f c o m p le x ity n o t b e in tro d u c e d u n til th e fin a l p h a s e o f th e fe e ls th is le v e l o f c o m p le x ity i s w a rr a n te d , s u c h ta rg e ts c a n e a s ily b e in c lu d e d , a lth o u g h th a n 2 0 p e r c e n t o f th e la te r a l s tiff n e s s a t th e b r a k e p ıv o ts . " In a p p lic a tio n s w h e re th e te a m w e m a y w is h
  • 48. to e x p r e s s a ta rg e t a s , fo r e x a m p le , " t h e fo rk tip la te ra l s tif fn e s s is n o m o r e T h e d e s ir a h le r a n g e o f v a lu e s f o r o n e m e tric m a y d e p e n d o n a n o th e r . In o th e r w o r d s , C o n tin u p dEX H IB ıT 6 -6 C o n tin u e d (fro n ta l lo a d in g ) 5 lkN 5 . 5 8 . 9 7 . 5 7 . 5 6 . 2 1 0 . 2 26 2 0 B e n d in g s t re n g th Sta n d a rd s te s t 5 lB in a ry P a s s P a s s P a s s I P a s sp a s s E 25 20 J a p a n In d u s t ria l fa ilu re 5 C y c le s 5 0 0 k + 5 0 0 k + 5 0 0 k + 4 8 0 k 5 0 0 k + 3 3 0 k 24 19 M o n s te r c y c le s to ra d e ru b b e r p a rts 1 5 h r 4 0 0 + 2 5 0 4 0 0 + 4 0 0 + 4 0 0 + 2 5 0 23 U V te s t d u ra t io n t o
  • 49. w re n c h h e x p in Lis t H e x H e x H e x H e x L o n g H e x , " ；驪 m a in te n a n c e 3 is 1 6 0 2 4 5 2 1 5 2 4 5 2 0 0 4 2 5 a s s e m b le fo r 2 1 16 , 1 7 T i m e t o d is a s s e m b le / ·丁c o n ta m in a t io n 5 k - c y c le s l 15 2 5 18 3 5 c h a m b e r w it h o u t 20 15 C y c le s in m u d w a te r e n t ry 5 1 3 0 0 2 9 0 0 > 3 6 0 0 1 2 3 0 0 » 3 6 0 0 8 0 10 0K . . 3 5 5 Z e fa l F e n d e r c o m p a yib iıity , 14 5 m 1 . 5 1 . 7 5 1 . 5 1 . 5
  • 50. N o 9 M a x im u m t ire w id th ım p . u n it s M t r a c k 2 Q u a d ra T i 2 1 p r o s h o x M e tric N e e d R o x R o x Scanned by CamScanner 3 c o n e sp o n d s to g re a te r p e r c e iv e d s a tis fa c tio n o f th e n e e d . ) E X H IB ıT & 7 C o m p e titiv e b e n c h m a r k in g c h a r t b a s e d o n p e rc e iv e d s a tis fa c tio n o f n e e d s . (s c o ń n g m o re " do ts " 20 ls s a fe in a c ra s h 19 La s ts a ıo n g tim e re a d il
  • 51. y a v a ila b le to o ls 18 C a n b e m a in ta in e d w ith o f w o rn p a rts 17 A llo w s e a s y re p la c e m e n t fo r m a in te n a n c e 3 16 C a n b e e a s il y a c c e s s e d b y g ru n g e 5 15 Is n o t c o n ta m in a te d by w a te r 5 14 ls n o t c o n ta m in a te d a m a te u r e n t h u s ia s t 5 13 ls a ffo rd a b le fo r a n 12 In s tilts p rid e 5 1 1 W o rk s w ith fe n d e rs 10 ls e a s y to in s ta ll
  • 52. b ike s , w h e e ls , a n d tire s 5 9 Fits a w id e v a rie ty o f p o in ts fo r t h e b ra k e s 2 8 P ro v id e s s tiff m o u n tin g 7 ls lig h tw e ig h t 4 ha rd c o rn e n n g 4 6 R e m a in s rig id d u rin g c h a ra c te ris tic s o f th e b ik e 4 ' " ' ' * · ııı. 5 P re s e rv e s th e s te e rin g u s tm e n t 4 A llo w s s e n s itiv ity d e s c e n ts o n b u m p y s l 5 o w , d iffic u ıt te m ın 2 A llo w s e a s y tra v e rs a ı o f h a n d s 3 R e d u c e s v ib ra tio n to t h N e e d ım p . T r
  • 53. it r a c k 2 0 u a d r a T i 2 1 P r oS T M a n ra y R o x T a h × R o x T a h × T o n k a Scanned by CamScanner tio n s is c h o o s in g h o w s u c h tra d e - o ffs w ill b e r e s o lv e d . in c r e a s e th e m a n u fa c tu r in g c o s t o f th e p ro d u c t. T h e d if fi c u lt p a r t o f refining th e s p e c ific atita n iu m in s te a d o f s te e l . U n fo r tu n a te ly , d e c r e a s in g th e m a s s in th is w a y w il
  • 54. l m o s t lik e lyc o n c e p t, t h e te a m m a y b e a b le to r e d u c e th e m a s s o f th e fo rk b y m a k in g s o m e p a r t s o u t o ffa c to r s a r e h e ld c o n s ta n t . A n o th e r tra d e - o ff is b e tw e e n c o s t a n d m a s s . F o r a g iv e nm e c h a n ic s o f th e fo fk s tr u c tu re , t h e s e s p e c ific a tio n s a r e in v e rs e ly re la te d , a s s u m in g o th e rtra d e - o 厅 is b e tw e e n b r a k e m o u n tin g s tif fn e s s a n d m a s s o f th e fo rk . B e c a u s e o f th e b a s i ctra d e - o ff s b e tw e e n p r o d u c t p e rf o rm a n c e a n d
  • 55. d e v e lo p m e n t tim e o r c o s t . F o r e x a m p le , o n e o c c u r b e tw e e n te c h n i c a l p e rf o r m a n c e m e tr i c s a n d p ro d u c tio n c o s t . T h e re m a y a ls o b e fr e q u e n tly o c c u r b e tw e e n d if fe r e n t te c h n ic a l p e r fo r m a n c e m e tr ic s a n d a lm o s t a lw a y s b e tw e e n tw o s p e c ific a tio n s th a t a r e in h e r e n t in th e s e le c te d p ro d u c t c o n c e p t. T r a d e - o « sF in a li z in g th e s p e c į fİ c a tio n s is d if fic u lt b e c a u s e o f tra d e - o ff s - in v e r s e r e la tio n s h ip s ta rg e ts e x p re s s e d a s b r o a d r a n g
  • 56. e s o f v a lu e s a r e n o w r e fin e d a n d m a d e m o r e p r e c is e . d e v e lo p m e n t , t h e s p e c if ic a tio n s a r e re v is i te d . S p e c iħc a tio n s th a t o r ig in a l ly w e r e o n ly A s th e te a m fin a liz e s th e c h o į c e o f a c o n c e p t a n d p r e p a r e s f o r s u b s e q u e n t d e s ig n a n d Se « in g t h e F in a l S p e c if ic a t io n s G e n e r a tio n , a n d C h a p te r 8 , C o n c e p t S e le c tio n . ) h e lp th e te a m k n o w w h e n a c o n c e p t is c o m m e r c ia lly v ia b le . (S e e C h a p te r 7 , C o n c e p t T h e ta r g e t s p e c ific a tio n s th e n c a n b e u s e d to
  • 57. h e lp th e te a m s e le c t a c o n c e p t a n d w ilt O n c e th e ta rg e ts h a v e b e e n s e t , t h e te a m c a n p r o c e e d to g e n e r a te s o l u tio n c o n c e p ts . w ill d ic ta te c o m m e r c ia l s u c c e s s ? A r e a n y s p e c i fica t ion s m i ss i ng ? D o t he s p e c i fica t ion s r e f l ec t t he c h a r a c t eń s t ics t ha t � o n e " a v e r a g e " p r o d u c t s u f fic e ? p ro d u c t to b e s t m a tc h th e p a r tic u la r n e e d s o f m o r e th a n o n e m a r k e t s e g m e n t, o r w ill S h o u l d the tea m co n s i de r of fer i ng mu l tipl e pr o d u c t s or at lea s t mu Į tipl e op t ion s for the � m o re le n ie n t, b e lie fs w e r e e x p r e s s e d ?
  • 58. s e ttin g a h ig h g o a l, t h e te a m w ill a c tu a lly a c h ie v e m o r e th a n if h is o r h e r tr u e , a n d in s is tin g th a t a n a g g r e s s iv e v a lu e is re q u ire d fo r a p a r tic u la r m e tr ic in th e h o p e s th a t b y A r e m e m b e r s of the tea m " g a m i ng " ? Fo r ex a m p l e, i s the ke y ma r ke t ing re p r e s e n t at ive � Q u e s tio n s to c o n s id e r in c lu d e ite ra tio n h e lp s to e n s u r e th a t th e re s u lts a re c o n s is te n t w ith th e g o a ls o f th e p r o je c t , T h e te a m m a y r e q u ir e s o m e ite r a tio n to a g re e o n th e ta rg e ts . R e f le c tio n a f t e r e a c h S te p 4 R e f ıe c t o n t h e R e s u ıt s a n d t h e p r o c e s s
  • 59. o ff s a le u n c e r ta in . c o n c e p t is c h o s e n a n d s o m e o f th e d e s ig n d e ta ils a r e w o rk e d o u t, m a n y o f th e e x a c t tr a d e - c h a r a c te ń s tic s . N o te th a t th e s e s p e c i f i c a t i o n s a re p re lim im ï r y b e c a u s e u n ti l a p r o d u c t p ro d u c t c a n b e c o m m e r c ia lly v ia b ıe e v e n if it e x h ib its o n e o r m o r e m a r g in a lly a c c e p t a b le te a m h o p e s th a t th e p r o d u c t w ill m e e t s o m e o f th e id e a l ta r g e ts b u t is c o n f id e n t th a t a th e te a m is e s ta b lis h in g th e b o ï ın d a r İ e s o f th e c o m p e titiv e ly v ia b le p r o d u c t s p a c e . T h e B e c a u s e m o s t o f th e v a lu e s a r e e x p re s s e d in te rm s o f b o u n d s ( u p p e r o r lo w e r o r b o th ) ,
  • 60. Scanned by CamScanner o th e lis t o f s p e c ific a tio n s . . . L ik e th e o th e r in fo rm a tio n s y s te m s , t h i s o n e i s e a s ily e n c o d e d ◆h e e t ls a s im p le e x te n s io n t E X H IB IT 6 - 8 T h e ta rg e t s p e c ilic a ū o n ° » 7 . 0 2 6 20 B e n d in g s tre n g th (fro n ta l lo a d in g ) 5 k N » 1 0 . 0 Pa ss 2 5 20 Ja p a n In d u s tria l S t a n d a rd s te s t 5 B in a ry 24 19 M o n s te r c y c le s t o fa ilu re 5 C y c le s > 3 0 0 k » 5 0 0 k 2 3 19 U v te s t d u ra tio n to d e g ra d e ru b b e r p a rts 5 h r » 2 5 0
  • 61. 2 2 17 , 1 8 s p e c ia l to o ls re q u ire d fo r m a in te n a n c e 3 L is t H e x H e 4 × 5 o fo r m a in te n a n c e 2 1 16 , 1 7 T i m e t o d is a s s e m b le l a s s e m b le 3 < 3 0 0 » 3 5 2 0 15 @ e Æ tn m u d c h a m b e r w it h o u t 5 k - c y c le s > 1 5 e n try 19 14 T im e in s p ra y c h a m b e r w ith o u t w a te r
  • 62. 18 13 U n it m a n u fa c tu rin g c o s t s S » 2 3 0 0 » 3 6 0 0 17 12 S U S $ < 8 5 < 6 5 - In s tills p rid e 5 S u b j . > 3 » a F e n d e r c o m p a t ib ility 1 L is t N o n e A ll 14 M a x im u m t ire w id th « 3 5 13 9 W
  • 63. h e e l s iz e s s in . » 1 . 5 > 1 . 75 12 9 s . List 2 6 in . 26 in . Ste e rtu b e le n g th 5 m m 2 1 0 2 3 0 19 0 2 10 17 0 190 150 170 1 1 9 H e a d s e t s iz e s 1 5 0 5 in . 1 . 12 5 1 . 250 1 . 0 0 0 1 . 1 25 10 8 La t e ra l s t iffn e s s a t
  • 64. b ra k e p iv o ts 1 . 000 , . To t a l m a s s 2 k N / m ' " J ' " u 4 kg 8 6 La t e ra l s tiffn e s s a t t h e t ip < 1 . 4 < 1 . 1 , - R a k e o « s e t 3 K W / " " ' ' o u 6 5 3 m m
  • 65. 3 7 - 4 5 38 5 4 M a x im u m t ra v e l (2 6 - in . w h e e l) 3 m m 3 3 - 50 45 4 1 , 3 D a m p in g c o e ffic ie n t a d j u s t m e n t ra n g e 3 N - 5 /m O > 2 o o 3 1 , 3 < 1 3 . 0 I M a x im u m v a lu e » o m th e M o n s te r - - < 3 , 5 fro m d ro p o u t
  • 66. to h a n d le b a r - F N o . M e t r ic ım p . V a ıu eM e t r ic N e e d u n it s v a iu e Id e a l Scanned by CamScanner a v a ila b le la titu d e in th e p r o d u c t c o n c e p t . th e te a m fr o m s e ttin g a c o m b in a t io n o f s p e c ilic a tio n s th a t c a n n o t b e a c h ie v e d u s in g th e d iffe re n t c o m b in a tio n
  • 67. s o f d e s ig n v a ria b le s . T his ty p e o f m o d e lin g a n d a n a ıy s is p r e v e n ts s p e c if ıc a tio n s (s u c h a s th e id e a l ta rg e t v a lu e s ) is te c h n ic a lly fe a s ib le b y e x p lo r in g A rm e d w ith th e se te c h n ic a l m o d e ls , t h e te a m c a n p re d ic t w h e th e r a n y p a r tic u la r s e t o f d e s ig n sp a c e . (S e e C h a p te r 1 5 , R o b u s t D e s ig n , fo r a s u m m a ry o f D O E m e th o d s . )( D O E ) te c h n iq u e s , w h ic h c a n m in im iz e th e n u m b e r o f e x p e r im e n ts re q u ir e d to e x p lo r e th e
  • 68. b e r o f m o d e ls th a t m u s t b e c o n s tr u c te d , it is u s e fu l to e m p lo y d e s ig n - o f - e x p e rim e n ts e x p lo r e th e im p lic a tio n s o f s e v e f a ı c o m b in a tio n s o f d e s ig n v a ri a b le s . T b r e d u c e th e n u m - n e c e s s a r y to a c tu a lly b u ild a v a r ie ty o f d if fe re n t p h y s ic a ı m o c k - u p s o r p r o to ty p e s to fa tig u e p e rfo rm a n c e o f th e s u s p e n sio n , s o physic a l m o d e ls w e re b u ilt a n d te s te d . It is g e n e r a lly c a l m o ls w ill b e a v a ila b le a t a ll. F · o r e x a m ple , t he te a m
  • 69. w a s n o t a b le to m o d e l a n a ly tic a lly th e d e n t o f th e d y n a m ic m o d e l u s e d to p re d ic t v ib ra tio n a tte n u a tio n . In s o m e c a s e s , n o a n a ly ti - se p a ra te a n a ly t ic a l m o l fo r th e b ra k e m o u n tin g s ū flin e s s th a t w a s c o m p le te ly in d e p e n - m o r e m a n a g e a b le th a n o n e la rg e in te g ra te d m o d e l . F o r e x a m p le , th e te a m d e v e lo p e d a S e v e r a l in d e p e n d e n t m o d e ls , e a c h c o rr e s p o n d in g to a s u b s e t o f th e m e tric s , m a y b e k n o w le d g e o f d y n a n u c s y s t e m s . e x a m p le , t h e te a m w a s a b le to m o d e l a tte n u a t
  • 70. io n a n a ly tic a ı ly , b a s e d o n th e e n g in e e r s ' c a s e s , s u c h a n a ly [ic a ì ı1o d e ìs w iu b e a v a ila b le fo r o n ly a s m a ll s u b s e t o f th e m e tric s . F o r a p a r ti c u la r c h o ic e o f d e s ig n v a ria b le s , w ith o u t c o s tly p h y s ic a l e x p e rim e n ta tio n . In m o s t m o d e l a llo w s th c te a m to p re d ic t r a p i d ly w h a t ty p e o f p e rfo rm a n c e c a n b e e x p e c te d fr o m im p le m e n tin g th e m o d e l e q u a tio n s in a s p r e a d s h e e t o r c o m p u te r s im u la tio n . S u c h a Id e a lly , t h e te a m w ill b e a b le to a c c u r a te ly m o d e l th e p ro d u c t a n a ly tic a lly , p e rh a p s b y
  • 71. o f th e m e tric s , s u c h a s a tte n u a tio n , s t iffn e s s , a n d fa tig u e life . o rific e d ia m e te r , s p r in g c o n s ta n t, a n d g e o m e try . T h e o u tp u ts o f th e m o d e l a r e th e v a lu e s in d e n d e n t d e s ig n v a ria b le s a s s o c ia te d w ith th e p ro d u c t c o n c e p t , s u c h a s o il v is c o s ity , p r o d u c ť s p e rfo r m a n c e a lo n g a m 】m h e r o f d im e n s io n s . T h e in p u ts to th e s e m o d e ls a r e th e a re s h o w n in c o n c e p tu a l fo rm in E x h ib it 6 - 9 . S u c h m o d e ls c a n b e u s e d to p r e d ic t th e sp rin g c o n s ta n t . T h re e m o d e ls lin k in g s u c h d e s ig n d e c isio n s to th e p e r fo rm a n c e m e tr ic s th e s łr u c tu r a l c o m p o n e n ts , t h e o ń fic e d ia m e te r a n d o il v is c o s ity fo r th e d a m p e r , a n d th e s io n fo rk . T h e d e s ig n d e c is io n s fa c in g th e te a m in c lu d e d d e ta ils s u c h a s th e m a te r ia ls f o r A t th is p o in t, t h e te a m h a d c h o s e n a n o il- d a m p e d c o il s p ń n g c o n c e p t
  • 72. fo r th e s u s p e n - d is c u s s io n o f s u c h m o d e ls . ) a n d p h y s ic a l a p p ro x im a tio n s o f th e p ro d u c t . (S e e C h a p te r 1 4 , p ro to ty p in g , fo r fu r th e r p a r tic u la r s e t o f d e s ig n d e c is io n s . w e in te n d th e te rm m o d e ls to re fe r to b o th a n a ly tic a l A te c ]ilzic a l m o d e l o f th e p r o d u c t is a to o l f o r p r e d ic tin g th e v a l u e s o f th e m e u i c s f o r a S te p 1 D e v e ıo p T e c h n ic a ı M o d e ls o f t h e p r o d u c t 5 . R e fle c t o n th e r e s u lts a n d th e p ro c e s s . 4 . F lo w d o w n th e s p e c ific a tio n s a s a p p ro p ria te . 3 . Refine th e s p e c ilic a tio n s , m a kin g tra d e - o ff s w h e re n e c e s s a ry . 2 . D e v e lo p a c o s t m o d e l o f th e
  • 73. p ro d u c t . 1. D e v e lo p te c h n ic a l m o d e ls o f th e p ro d u c t. H e re , w e p r o p o s e a fiv e - s te p p r o c e s s Scanned by CamScanner a tin j th e p ro d u c tio n c o s ts o f th e c o m p o n e , ts th e r m v e l l p t h e s e e a r l y c o s t e s t Ŋm a t p s i n v o l v e s o l i c i t i n g c o s t e s t i , a te a s s e m b ly a n d o th e r m a n u fa c tu r i n g c o s ts (e . g . , o v e r h e a d ) a t th is p o ın a s w e a lly fo c u s o n th e c o s t o f c o m p o n e n ts , t h e te a m w ill u s u a lly m a k e a r o u g h e a n a « e m p t to lis t th e c o m p o n e n ts it e x p e c ts w ill b e r e q u ir e d . W n ile e a r ly e s tim te s k n o w a ll o f th e c o m p o n e n ts th a t w ill b e in th e
  • 74. p r o d u c t, b u t th e te a m n e v e r th e le s s c o s t fo r e a c h p a r t , A t th is p o in t in th e d e v e lo p m e n t p r o c e s s th e te a m d o e s n o t g e a b ill ų f m a te r ia ls (a lis t o f a ll th e p a r ts) a n d e s tim a tin g a p u r c h a s e p ric e o r fa b ń c F o r m o s t p ro d u c ts , t h e fir s t e s tim a te s o f m a n u fa c tu ń n g c o s ts a r e c o m p le te d b y d ra fti m u c h it w ill h a v e to s a c rific e in m a n u fa c tu r in g c o s t to s a v e 5 0 g r a m s o f m a s s . ta rg e t c o s tin g . It is a t th is p o in t th a t th e te a m a tte m p ts to d is c o v e r , fo r e x a m p le , h o v c u s to m e r a t a c o m p e titiv e p ric e . T h e a p p e n d ix to th ıs c h a p te r p r o v id e s a n e x p la n a ti o n o f dis trib u ū o n p a r tn e rs c a n m a k e a d e q u a te p ro fits w h ile s till o f fe ń n g th e p r o d u c t to th e e n d th e ta r g e t c o s t. T h e ta r g e t c o s t is th e m a m 】fa c tu r in g c o s t a t w h ic h th e c o m p a n y a n d its T he g o a l o f th is s te p o f th e p ro c e s s is to m a k e
  • 75. s u r e th a t th e p r o d u c t c a n b e p ro d u c e d at S te p 2 D e v e ıo p a C o s t M o d e l o f t h e P r o d u c t c o n c e p t h a s b e e n c h o s e n . r u b b e r s u s p e n s io n e le m e n t . T h u s , t h e m o d e lin g s te p c a n o n ly b e p e r fo r m e d a fte r th e m o d e l w o u ld b e s u b s ta n tia lly d iff e r e n t if th e te a m h a d s e le c te d a c o n c e p t e m p lo y i n g a O n e o f th e m o d e ls illu s tr a te d in E x h ib it 6 - 9 is fo r a n o il - d a m p e d s u s p e n s io n s y s te m th e N o te th a t a te c h n ic a l m o d e l is a lm o s t a lw a y s u m q u e to a p a r tic u la r p r o d u c t c o n c e p t a p p ro x im a tio n s o f th e p r o d u c t c o n c e p t . E X H ıB ıT 6 - 9 M o d e ls u s e d to a s s e s s te c h n ic a l fe a s ib ility . T e c h n ic a l in o d e ıs m a y b e a n a ly tic a l o r p h y s ic a l (M o d e l In p u ıs ) (M o d e l O u t p u t s ) D e s ig n V a ria h ıe s M e t ric s S u s p e n s io n D u ra b ility C y c le s t o F a ilu re Fa tig u e M o d e l o f L
  • 76. S u s p e n s io n G e o m e t ry Fa s te n in g M e th o d s (p h y s ic a l) M a te ria l P ro p e rtie s ' Fo rk G e o m e t ry 三 。 " 蔗媟芽一。" ' " ' " ' " 、 E S tim a te d M o n s te r g Þ A tte n u a tio n a t 1 0 H O il V is c o s ity s p rin g c o n s ta n t - (A n a ly tic a l) O rific e D ia m e te r - _ ― ― I S u s p e n s io n P e rfo r m a n c e U n s p ru n g M a s s - ' " ― l D y n a m ic M o d e l o f
  • 77. Su s p e n d e d M a s s . ' " ' " - 如 一 Scanned by CamScanner p la c e b o u n d s o n th e ir c o s t s b a s e d o n p a s t e x p e ń e n c e o r o n th e ju d g m e n t o f s u p p h e bill o f m a te ria ls . Į n s te a d , t h e te a m w ill lis t th e m a jo r c o m p o n e n ts a n d s u b s y s A t th is p o in t in th e d e v e lo p m e n t p r o c e s s , t e a m s d e v e lo p in g c o m p l e x p ro d u c ts c o n ta m o f th e e s tim a te d m a n u fa c t u rin g c o s t , a n d is u p d a t
  • 78. e d r e g u la rly (a s fr e q u e n t ly a s o n c e e a c h w e e k ) to r e f le c t th e c u rr e n t s ta tu s p e r fo r m a n c e . T h e b ill o f m a te r ia ls r e m a in s u s e fu l th r o u g h o u t th e d e v e Į o p m e n t p r o c e s s in s te a d o f p r e d ic tin g th e v a lu e o f a te c h n ic a l p e r f o r m a n c e m e tr ic , it p r e d ic ts c o s t b a s e d o n w h a t it le a rn s . T h e b ill o f m a te r ia ls is its e lf a k in d o f p e r fo r m a n c e m o d e l, b u t " w h a t - if " c o s t a n a ly s is fo r a s e t o f d e s ig n d e c is io n s a n d th e n r e v is e s th e s e d e c is io n s th e e s tim a te s . T h e b ill o f m a te r ia ls is ty p ic a lly u s e d ite ra tiv e ly : th e te a m p e r f o r m s a
  • 79. e s tim a te s o f e a c h ite m , T h is h e lp s th e te a m to u n d e r s ta n d th e r a n g e o f u n c e r ta in ty in A u s e f u l w a y to r e c o r d c o s t i n f o r m a tio n is to lis t f ig u r e s f o r th e h ig h a n d lo w M a n u fa c tu r in g , fo r m o re d e ta ils o n e s tim a tin g m a n u fa c tu ń n g c o s t. ) c o s t m o d e l is s h o w n in F . x h ih it 6 - 10 fo r th e s u s p e n s io n fo rk . (S e e C h a p te r 1 3 , D e s ig n fo r is o f te n fa c i l i t t e d b y a p u r c h a s in g e x p e r t a n d a p ro d u c tio n e n g in e e r . A b ill- o 8 m a te 6 a ls fa c ilita te re a lis tic tr a d e - o frs in th e p ro d u c t s p e c ific a tio n s . E X H IB ıT 6 - 1 0 A b ill o f m a te m ls w ith c o s t e s tim a re s . T h is s im p le c o s t m o d e l a llo w s e a r ly c o s t e s rim a tr s to $7 8 . 6 8 To t a l m : m m m m
  • 80. w 一 O v e rh e a d a t 2 5 % o f d ire c t c o s t A s se m b ly a t $ 2 0 / h r D e c a ls M isc . s n a p rin g s , o - r in g s O il (lite rs ) B ra k e b ra c e B ra k e b ra c e b o lt B ra k e s tu d s O rific e s p rin g s U pp e r t u b e o rific e c a p sp rin g A dju s tm e n t s h a ft U p p e r tu b e a d ju s tm e n t k n o b U pp e
  • 81. r tu b e to p c a p U pp e r tu b e Lo w e r tu b e p lu g SHd e b u s h in g s p a c e r Shd e b u s h in g M a in ip s e a l Lo w e r tu b e to p c o v e r w e r tu b e c o m p o n e n t Scanned by CamScanner O G u n h ill H e a d S h o x O M a n ira y 2 O R o x T a h ×T i 2 1 o f � c u r v e s fo r tw o s u s p e
  • 82. n s io n c o n c e p ts a r e a ls o a w n o n th is m a p . E X H ıB ıT 6 - 1 1 A c o m p e ū ū v e m a p s h o w in g e s tim a te d m a n u fa c tu ń n g c o s t v e r s u s s c o re o n th e O S T T r it r a c k S c o re o n M o n s te r (g ' s ) 3 . 0 3 . 2 3 . 4 3 . 6 3 . 8 5 0 1 T ra d e - O ff C u rv e f o r C o n c e p t B = w ıd e a l V a ıu e s 6 0 T r a d e - O ff l$ fo r C o n c e Ħ A M a rg in a ıv a ıu e s O T o n k a p ro R o x T a h × Q u a d ra 9 0 lo o F 4 0 110 þ
  • 83. - 12 0 - in th e c o m p e ū tiv e m a p . m o d e l, t h e te a m c a n a s se s s w h e th e r o r n o t it w ill b e a b le to " b e a t th e tr a d e - o f p e x h ib ited h igh e s tim a te d m a n u fa c tu ń n g c o s ts . A rm e d w ith te c h n ic a l p e rfo r m a n c e m o d e ls a n d a c o s u s e fu l in s h o w in g th a t a ll o f th e h ig h - p e rfo rm a n c e s u s p e n s io n s (lo w M o n s te r s c o re s) hat a n d id e a l v a lu e s o f th e s p e c ific a tio n s a r e s h o w n o n th e m a p .
  • 84. T h is m a p is p a rtic u larl m a m ıfa c tu ń n g c o s t v e rs u s s c o re o n th e M o n s te r te s t . T h e re g io n s d e lin e d b y th e m arg in s o m e tim e s c a ll e d a tra d e - o ff m a p . T h e m a p d is p la y e d in E x h ib it 6 - 1 1 s h o w s e stim th e c o m p e t itiv e p ro d u c ts a lo n g tw o d im e n s io n s s e le c te d fr o m th e s e t o f m e tric s an d A n e x a m p le c o m p e titiv e m a p is s h o w n in E x h ib it 6 - 11 . T h is m a p is s im p ly a s c a tte r p O n e im p o rta n t to o l fo r s u p p
  • 85. o r tin g th is d e c is io n - m a k in g p ro c e s s is th e c o ın p e 加 加 e w ill b e s t s a t is fy th e c u s to m e r n e e d s , a n d w ill e n s u re a d e q u a te p r o f its .s p e c ific a tio n s th a t w ill m o s t fa v o r a b ly p o s itio n th e p r o d u c t r e la tiv e to th e c oth e c o s t im p lic a tio n s a r e e x p l o re d . In a n ite r a t iv e f a s h io n , t h e te a m c o n v e rg ec o m b i n a tio n s o f v a lu e s a r e d e te rm in e d th r o u g h
  • 86. th e u s e o f th e te c h n ic a l m o d etio n s . F in a liz in g s p e c ific a tio n s c a n b e a c c o m p l is h e d in a g r o u p s e s s ıo nc o n s tru c te d a p re lim in a r y c o s t m o d e ı, t h e s e to o ls c a n b e u s e d to d e v e loO n c e th e te a m h a s c o n s tr u c te d t e c h n ic a l p e r f o r m a n c e m o d e ls M e * in e t h e S p e c i« c a t io n s , M a k n g
  • 87. Scanned by CamScanner h a le n g e is to e n s u re th a t c e r ta in s p e c ific a tio n s fo r d if fe r e n t s u b s y s te m s a r e e q u a lly th e s u b s y s te m s m e a c h ie v e d , t h e o v e ra l l p r o d u c t s p e c ific a tio n s w ill b e a c h ie v e d . A s e c o n d sp e c if ic a tio n s in fa c t re fle c t th e o v e r a ll p ro d u c t s p e c ific a tio n s - th a t if sp e c ifıc a tio n s f o r e ffic ie n c y . O n e c h a lle n g e i n th e f lo w - d o w n p r o c e s s
  • 88. is to e n s u r e th a t th e s u b s y s te m in c l u d e m e tr ic s lik e p e a k p o w e r , p e a k to r q u e , a n d fu e l c o n s u m p t io n a t p e a k e n g in e , t r a n s m is s io n , br a k in g s y s te m , a n d s u s p e n s io n . T h e specifications fo r th e e n g in e th e s e v e r a l d o z e n m ajo r s u b s y s te m s th a t m a k e u p t h e a u to m o b ile , in c lu d in g th e b o d y , h o u r a c c e le r a tio n tim e , a n d turning ra d iu s ; h o w e v e r , s p e c ifİ c a tio n s m u s t a ls o b e c r e a te d fo r ñ c a tio n s fo r a n a u to m o b ile c o n ta in m e tr ic s l ik e f u e l e c o n o m y , 0 - 10 0 k ilo m e te r / o v e r a ll s p e c
  • 89. ific a tio n s to s p e c ific a tio n s fo r e a c h s u b s y s te m . F o r e x a m p le , t h e o v e r a ll s p e c i- te m s a s w e ll a s fo r th e p r o d u c t a s a w h o le . M e c h a ll e n g e in th is c a s e is to j ıo w d o w n th e c o n te x t, s p e c ific a tio n s a r e u s e d to d e fı n e th e d e v e lo p m e n t o b je c tiv e s o f e a c h o f th e s u b s y s - u c t c o n s is tin g o f m u ltip l e s u b s y s t e m s d e s ig n e d b y m u ltip le d e v e lo p m e n t te a m s . In s u c h a im p o r ta n c e a n d is s u b s ta n tia lly m o re c h a lle n g in g w h e n d e v e lo p in g a h ig h ly c o m p le x p r o d -
  • 90. s in g le , r e la tiv e ly s m a ll d e v e lo p m e n t te a m . E s ta b lis h in g s p e c ific a tio n s ta k e s o n a d d itio n a l T his c h a p te r fo c u s e s o n th e sp e c i fic a tio n s fo r a r e la tiv e ly s im p le c o m p o n e n t d e s ig n e d b y a S te p 4 F lo w D o w n t h e S p e c if ic a t io n s a s A p p r o p r ia t e e n c e s a r e lis te d a i th e e n d o f th e c h a p te r . a n a ly s is a r e f a į r ly straighrw d , b u t b e y o n d th e s c o p e o f th is c h a p te r . R e le v a iıt r e f e - sp e c į ]ic a tio n v a lu e s th a t m a x im iz e m a r k e t s h a re c a n b e e s tim a te d , T h e d e ta ils o f c o n jo in t s h a re o f e a c h p ro d u c t i
  • 91. n th e s e t o f a lte r n a tiv e s c a n b e fo r e c a s t . U s in g th is a p p r o a c h , t !ıe o f a l t e r n a t i v e s . B y u s in g th e s e p r e d ic tio n s f o r a ll o f th e c u s to m e r s in a s a m p ı e , t h e m a r k e t u s e d to p r e d ic t w h ic h p ro d u c t a c u s to m e r w o u ld c h o o s e w h e n o Ħ e r e d a h y p o th e t ic a l s e t in fe r s th e r e la tiv e im p o r ta n c e o f e a c h a ttr ih rlte to th e c u s to m e r . T h e s e d a t a c a n th e n b e s ta tis tic a l te c h n iq u e s o f e x p e r im e n ta l d e s ig n . U s in g c u s to m e r r e s p o n s e s , c o n jo in t a n a ly s i s in g ) c a n b e r e p r e s e n te d g r a p h ic a lly . T h e h y p o th e tic a l p r o d u c ts a r e c o n s tr u c te d u s in g th e c u s to m e r s (e . g . , fu e l e c o n o m y a n d p ric e f o r a u to m o b ile s ) . s u b je c tiv e a ttr ib u te s (e . g . , s ty l-
  • 92. a s e t o f a ttr ib u te s . T h e s e a ttr ih u te s m u s t g e n e r a lly b e m e tri c s th a t a r e e a s ily u n d e r s to o d b y p o te n tia l c u s to m e r s is r e p e a te d ly a s k e d to e v a lu a te h y p o th e tic a l p r o d u c ts c h a r a c te ń z e d b y c o n s tr u c t a m o d e l o f c u s to m e r p r e fe r e n c e . F. s s e n tia lly , e a c h r e s p o n d e n t in a s a m p le o f u s e f u l in refining p ro d u c t s p e c ific a tio n s . c o n jo in t a n a ly s is u s e s c u s to m e r s u r v e y d a ta to r e la tiv e to a h a n d f u l o f w e ll- u n d e rs to o d p e rf o r m a n c e m e tr ic s , c o n jo in t a n a ly s is m a y b e F o r r e la tiv e ly m a tu re p r o d u c t c a te g o rie s in w h ic h c o m p e titio n is b a s e d o n p
  • 93. e rfo rm a n c e s h o w n in E x h ib it 6 - 12 . tiv e to th e c o m p e titiv e p r o d u c ts . T h e fin a l s p e c ific a tio n s fo r th e s u s p e n s io n f o r k a r e c e p t a n d m a k e th e tr a d e - o ffs in a w a y th a t w ill p r o v id e a p e r f o r m a n c e a d v a n ta g e r e l a - c a n r e fin e th e s p e c i f i c a t i o n s to b o th s a tis fy th e in h e re n t c o n s tra in ts o f th e p r o d u c t c o n - U s in g th e te c h n ic a l a n d c o s t m o d e ls o f th e p
  • 94. ro d u c t a n d th e c o m p e titiv e m a p s , t h e t e a m v a ria b le s , c a n b e d r a w n d ir e c tly o n th e c o m p e titiv e m a p , a s s h o w n in E x h ib it 6 - 1 1 . T a d e - o fF c u r v e s , s h o w in g p e rf o r m a n c e o f th e p r o d u c t c o n c e p t f o r a r a n g e o f d e s ig n T h e c o m p e titiv e m a p is u s e d to p o s itio n th e n e w p r o d u c t r e la tiv e to th e c o m p e t į tio n · A d d itio n a l m a p s m a y b e c r e a te d a s n e e d e d
  • 95. to s u p p o r t s u b s e q u e n t d e c is io n m a k in g . te a m w ilı p r e p a r e th r e e o r fo u r s u c H m a p s c o r r e s p o n d in g to a h a n d f u l o f c ń tic a l n re i c s · b e n c h m a r k in g c h a r t u s in g th e p lo ttin g fe a tu re o f th e s p r e a d s h e e t s o f t w a r e . G e n e r a lly , . Y T h e s e m a p s c a n b e c o n s tr u c te d d ir e c tly fr o m th e d a ta c o n ta in e d in th e c o m p e titi v e Scanned by CamScanner s u m p tio n o f th e p r o d u c t w ill s im p ıy b e th e s u
  • 96. m o f th e s e q u a n ū tie s f o r e a c h s a llo c a te d to s u b s y s te m s w ith th e c o n fid e n c e th a t th e o v e r a ll c o s t, m a s s , a n d p o w F o r e x a m p le , s p e c ifıc a tio n s fo r m a n u fa c tu ń n g c o s t, m a s s , a n d p o w e r c o n s u m p tio r c S o m e o v e ra ll c o m p o n e n t s p e c ific a tio n s c a n b e e s ta b lis h e d th r o u g h b u d g e t a tło c a t th e c o s t o f th e p ro d u c t w ill ıik e ly b e h ig h e r th a n n e c e s s a ry . in o r d in a te ly m o re d iH ic u lt to m e e t th a n is th e m a s s s p e c ific a tio n fo r th e b o d y . O th e r w ise d if ic u lt to m e e t . T h a t is , fo r e x a m p le , t h a t th e m a s s s p e c ific a tio n fo r th e e n g in e i s n o t 2 6 B e n d in g s tre n g th (fro n ta l lo a d in g ) k N > 1 0 . 0 Pa s s 2 5 J a p a n In d u s t ria l S ta n d a rd s te s t B in a ry 2 4 M o n s te r c y c le s t o fa ilu re
  • 97. C y c le s > 5 0 0 k 2 3 U V te s t d u ra t io n t o d e g ra d e ru b b e r p a rts h r » 4 5 0 H e x 2 2 S p e c ia l to o ls re q u ire d fo r m a in te n a n c e L is t 2 1 T im e to d is a s s e m b le / a s s e m b le fo r m a in t e n a n c e < 2 0 0 2 0 C yc le s in m u d c h a m b e r w ith o u t c o n ta m in a t io n k e s » 2 5 19 T im e in s p ra y c h a m b e r w ith o u t w a te r e n t ry > 3 6 0 0 18 U n it m a n u fa c tu rin g c o s t U S $ < 8 0 > 4 [n s t ills p
  • 98. rid e S u b j. 17 16 F e n d e r c o m p a t ib ility L is t Z e fa l 15 M m e to a s s e m b le to fra m e < 4 5 1 4 M a x im u m t ire w id th in . > 1. 75 13 W h e e l s iz e s L is t 2 6 in . 12 S te e rtu b e le n g t h m m 2 3 0 2 10 190 170 150 1 1 H e a d s e t s iz e s in 1 . 125
  • 99. 1 . 000 10 La te ra l s tiffn e s s a t b ra k e p iv o ts k N / m » 4 2 5 9 To ta l m a s s k g « 1 . 4 8 La te ra l s tiffn e s s a t t h e t i p k N l m 5 7 5 7 R a k e o ffs e t m m 3 8 6 M a x im u m tra v e l (2 6 - in . w he e l) m m 4 3 5 D a m p in g c o e ffic ie n t a d ju s t m e n t ra n g e N - s ím 5 1 0 0 4 M in im u m d e s c e n t t im e o n t e s t t ra c k 1 1 1 . 5 3 M a x im u m v a lu e » o m t h e M o n s te r g « 3 . 4 600 - 650 2 S p rin g p re lo a d N
  • 100. A tte n u a t io n fro m d ro p o u t to h a n d le b a r a t 1 0 H z d B > 1 2 N o M e t r ic U n it V a lu e s p e c ific a tio n s . T h e fina l E X H ıB ıT 6 - 1 2 1 1 0 C lï a p te r 6 Scanned by CamScanner th e te a m d e v e lo p s ßn a l s p e c ifzc a tio n s . c u s to m e r n e e d s , t h e te a m s e ts ta rg e t s p e c ifzc a tio n s . A fte r c o n c e p t s e le c tio n a n d te s tin g , S p e c i fica t ion s ar e typ i ca ıly e s t ab l ish e d at lea s t twi ce . I mm e d i at el y aĤ e r ide n t ifyi ng the �
  • 101. e c o n o m ic a lly r e a liz a b le , n e e d s , d iffe re n tia te th e p r o d u c t fr o m th e c o m p e titi v e p r o d u c ts , a n d b e te c h n ic a lly a n d h a s to d o to b e c o m m e r c ia lly s u c c e s s fu l . T h e s p e c ific a tio n s m u s t r e f le c t th e c u s to m e r lis h a s e t o f s p e c ific a tio n s , w h ic h s p e ll o u t in p re c is e , m e a s u r a ble d e ta il w h a t th e p ro d u c t specific g u id a n c e a b o u t h o w to d e s ig n a n d e n g in e e r a p ro d u c t , d e v e lo p m e n t te a m s e s ta b - C u s to m e r n e e d s a r e g e n e r a lly e x p re s s e d in th e " ]a n g n a g e o f th e c u s to m e r
  • 102. ' T o p ro v id e Su m m a r y d e v e lo p m e n t p r o je c ts . e f fo r t to d e v e lo p b e tte r u n d e r s ta n d in g a n d m o d e ls m a y b e u s e f u l in s u b s e q u e n t e n o u g h to c r e a t e u s e f u l p e rfo r m a n c e m o d e ls . In s u c h c irc n m s ra n c e s , a n e n g in e e r in g d is c o v e r th a t it d o e s n o t r e a lty u n d e r s ta n d th e u n d e r ıy in g p r o d u c t te c h n o lo g y w e ll a s p e c t o f th e p r o d u c t ' s p e r f o r m a n c e f o r fu tu r e u s e ? S o m e tim e s th e te a m w i ll S h o u ld th e f ır m i n it ia te a fo r m a l e f fo r t to d e v e lo p b e tte r te c h n ic a l m o d e ls o f s o m e
  • 103. th e c o n c e p t in a n a o ľ e d e m a n d in g , a n d p o te n tia lly m o re p ro f ita b le , m a r k e t s e g m e n t . d r a m a tic a lly s u p e r io r to th e c o m p e titiv e p ro d u c ts , it m a y w is h to c o n s id e r e m p lo y in g s e le c te d c o n c e p t m a y a c tu a lly b e to o g o o d . If th e te a m h a s g e n e r a te d a c o n c e p t th a t is a p p lie d in a n o th e r m a r k e t (s a y , t h e lo w e n d o r h ig h e n d in s te a d o f th e m id d le ) ? T h e I s t he co n c e p t ch o s e n b y t he tea m be s t su i ted to the tar ge t ma r k e t , o r c o u Į d it be be s t � re fin e th e te c h n ic a l o r c o s t m o d e ls to in c re a s e c o n fid e n c e in m e e tin g th e specifications. is d ic ta te d b y m e tric s a ro u n d w h ic h m u c h u n c e r ta in ty re m a in s , t h e te a m m a y w is h to H o w mu c h un c e r t ai nt y is the r e in the tec h n i ca l an d co s t mo d e l s? 1f co m p e t itive su c c e s s � o r a b a n d o n th e p r o je c t. tiv e ly . If n o t, t h e n th e te a m s h o u ld r e t u r n to th e c o n c e p t g e n e r a tio n a n d s e le c tio n p h a s e
  • 104. s p e c ific a tio n s s o th a t th e p r o d u c t w ilı m e e t th e c u s to m e r n e e d s a n d e x c e l c o m p e ti - f s the pr od u c t a wi nn e r ? Th e pr o d u c t co n c e p t sh o u l d al low the tea m to ac t ua l ly s e t the � q u e s tio n s th e te a m m a y w a n t to c o n s id e r a r e A s a lw a y s , t h e fin a l s te p in th e m e th o d is to r e f le c t o n th e o u tc o m e a n d th e p r o c e s s . S o m e St e p 5 R e f ıe đ o n t h e R e s u lt s a n d t h e p r o c e s s n e e r in g . W e re fe r th e r e a d e r to b o o k s o n th is s u b je c t in th e r e f e r e n c e lis t , be y o n d th e s c o p e o f th is c h a p te r, a n d in fa c t is a m a jo r fo c u s o f th e f i e l d o f sy s te n zs e n g i - A c o m p r e h e n s iv e tr e a tm e n t o f f lo w in g d o w n s p e c if ic a tio n s f o r c o m p le x p r o d u c ts is e f fic ie n c y . b o d y , t ire s , a n d e n g in e r e q u ir e s a m o d e l o f h o w th e s e v a r ia b ıe s r e la te to o v e r a ll f u e l d ra g c o e ffic ie n t , fr o n ta l a re a , a n d e n g in e e fï ic ie n c y . E s ta b lis h in g s p e c ific a tio n s f o r th e
  • 105. c ie n c y is a r e la tiv e ly c o m p le x fu n c tio n o f v e h ic le m a s s , r o l l in g re s is ta n c e , a e r o d y n a m ic s y s te m p e r f o r m a n c e r e la te s to o v e ra ll p r o d u c t p e r fo r m a n c e . F o r e x a m p le , f u e l e f fi s p e c ific a tio n s m u s t b e e s ta h lis h e d th r o u g h a m o re c o m p le x u n d e r s ta n d in g o f h o w s u b o s o m e e x te n t, g e o m e tric v o lu m e c a n b e a llo c a te d th is w a y a s w e ll. O th e r c o m p o e n Scanned by CamScanner a s p o w e rf u l a n a ly tic a l s u p p o r t f o r th e g e n e r a l m e th o d d e s c rib e d in th is c h a p te r . a ttr ib u te s to m a x im iz e c u s to m e r s a tis fa c tio n . S o m e o f th e s e te c h n iq u e s c a n s e rv e U rb a n a n d H a u s e r p re s e n t s e v e r a l te c h n iq u e s fo r s e le c tin g c o m h in a tio n s o f p
  • 106. ro d u c t V o l. 66 , N o . 3 , M a y - Ju n e 1 9 8 8 , p p . 63 - 7 3 . H a u s e r , Jo h n , a n d D o n C la u s in g , " T h e H o u s e o f Q u a lity , " H a r v a ld B ıłs in e s s R e v ie H o u s e o f Q u a lity a r e c le a r ly p re s e n te d b y H a u s e r a n d C la u s in g in a p o p u la r a r tic le . by th e Q u a lity F u n c tio n D e p lo y m e n t (Q F D ) m e th o d . T h e k e y id e a s b e h in d Q F D a n d th e T h e p ro c e s s o f tr a n s la tin g c u s to m e r n e e d s in to a s e t o f s p e c ific a tio n s is a ls o a c c o m p li s h e d w w w . u ır ic h - e p p in g e r. n e t M a n y c u rr e n t re s o u rc e s a r e a v a ila b le o n th e I n t e r n e t v ìa R e f e r e n c e s a n d B ib lio g r a p h y th e m a r k e tin g , d e s ig n , a n d m a m rfa c tu ń n g f u n c tio n s o f th e e n te rp ń s e .
  • 107. s p e c iñ c a ū o n s p r o c e s s r e q u ire s a c ti v e p a r tic ip a tio n fr o m te a m m e m b e r s re p r e s e n tin g e r s , t h e c o r e p ro d u c t te c h n n ln g y , a n d th e c o s t im p lic a tio n s o f d e s ig n a l t e r n a t i v e s , th e B e c a u s e o f the ne e d to ut ilize the be s t po s s i bl e kn o w l ed g e of the ma r k e t , t h e cu s t om - � to re p re s e n t a n d d is c u s s th e sp e c if ic a tio n s . p e titiv e m a p s a ll s u p p o r t t h e te a m ' s d e c is io n m a k in g b y p r o v id in g th e te a m w ith a w a y m e tr ic s , t h e n e e d s - m e tr ic s m a tr ix , t h e c o m p e titiv e b e n c h m a r k in g c h a r ts , a n d th e c o m - e a s ily b e
  • 108. c re a te d u s in g c o n v e n tio n a l s p r e a d s h e e t s o f tw a r e . T o o ls s u c h a s th e list o f t h e s p e c i fica t ion s pr oc e s s is fac i litat ed by se v e r al si mp l e inf o r ma t ion sy s t em s tha t ca n � 5 . R e H e c t o n th e re s u lts a n d th e p r o c e s s . 4 . N o w d o w n th e sp e c ific a t. In n s a s a p p r o p ń a te . 3 . R e fin e th e s p e c ific a tio n s , m a k in g tr a d e - o ffs w h e r e n e c e s s a ry . 2 . D e v e lo p a c o s t m o d e l o f th e p ro d u c t . 1 . D e v e lo p te c h n ic a l m o d e ls o f th e p r o d u c t .
  • 109. T h e fiv e - s te p p ro c e s s fo r re fin in g th e sp e c ific a tio n s is c h a r a c te ń s tic s o f th e p ro d u c t . re fin e m e n t p h a s e th e te a m m u s t m a k e d iffic u lt tr a d e - o ffs a m o n g v a r io u s d e s ira b le a n d th e e x p e c te d p ro d u c tio n c o s ts u s i n g a n a ly tic a l a n d p h y s ic a l m o d e ls . D u ń n g th is F in a l s p e c ific a ti o n s a r e d e v e lo p e d b y a s s e s s in g th e a c tu a l te c h n o lo g ic a l c o n s tr a in ts
  • 110. 4 . R e fle c t o n th e re s u lts a n d th e p r o c e s s . 3 . S e t id e a į a n đ m a rg in a lly a c c e p t a b ıe ta r g e t v a l u e s . 2 . c o lle c t c o m p e ti tiv e b e n c h m a f k irıg i n fo r m a ū o n . 1 . P re p a r e th e lis t o f m e tfi c s . T h e p ro c e s s o f e s ta b lis h i n g th e ta rg e t s p e c ific a tio n s e n ta ils f o u r s te p s e x c e e d o th e r s , d e p e n d i
  • 111. n g o n th e d e ta i ls o f th e p r o d u c t c o n c e p t th e te a m e v e n tu a llyc a n b e a c h i e v e d . T h e te a m ' s e iï o rts m a y fi il to m e e t s o m e o f th e s e s p e c ific a tio n s alish e d b e fo re th e te a m k n o w s th e c o n s a in ts th e p r o d u c t te c h n o lo g y w ill p la c e (T ärge t s p e c ific a ū o n s r e p re s e n t th e h o p e s a n d a s p ira tio n s o f th e t e a m b u t h e y
  • 112. Scanned by CamScanner 5 , w hy s h o u ld in d e p e n d e n t d e s ig n v a ï ia b le s n o t b e u se d a s m e tric s ? p e rf o rm a n c e o n o th e r s p e c ifıc a ti o n s ? If s o , h o w c a n th e re e v e r re a lıy b e a " m a r g in a lly4 . C a n p o o r p e rf o r m a n c e r e la tiv e to o n e sp e c ific a tio n a lw a y s
  • 113. b e c o m p e n s a te d fo r b y h ig h p ro d u c ts (a s jn E x h ib it 6 - 7) m e n o t c o n s is te n t w ith th e v a lu e s o f th e m e tric s f o r th o s e 3 . H o w m ig h t y o u e x p la in a s itu a tio n in w h i c h c u s to m e rs ' Pe rc e p tio n s o f th e c o m p e titiv e 2 . W n y a r e s o m e c u s to m e r n e e d s d iffic u lt to m a p to a s in g le m e tric ? s u c h a s " t h e fr o n t s u sp e n s io n
  • 114. lo o k s g r e a t " ? 1 . H o w m ig h t y o u e s ta b lis h p r e c is e a n d m e a s u ra b le s p e c ifi c a tio n s fo r in ta n g ib le n e e d s Th o u g h t Q u e s t io n s u c ts . W h a t a r e s o m e e x a m p le s o f s u c h m e tric s ? 3 . S o m e o f th e s a m e m e tric s s e e m to b e in v o lv e d in tr a d e - o f fs fo r m a n y d iff e r e n t p ro d - m a n y y e a rs . 2 . D e v is e a m e tr ic a n d a c o rr e s p o n d in g te s t fo r th e n e e d th a t a r o o fin g m a te ri a l la s t 1 . L is t a s e l o ť m e tric s c o rre s p o n d in g to th e n e e d th a t a p e n w rite s m o o th ly .
  • 115. E x e r c is e s Ta rg e t C o s tin g , " S lo a n M a n a g e m e n t R e v ie w , V o l. 4 0 , N o . 4 , S u m m e r 1 9 9 9 , p p . 2 3 - 3 3 . C o o p e r , R o b in , a n d R e g in e S la g m u ld e r , " D e v e lo p p t o ñ ta b le N e w p ī o d u c ts w ith M o re d e ta il o n th e u s e o f ta r g e t c o s tin g is a v a ila b le in th is a r tic le b y c o o p e r a n d s ıa g m u ld e r . e d itio n , C R C P re s s , B o c a R a to n , FL , 2 000 . R e c h tin , E b e r h a r d t, a n d M a r k w . M a ie r, T he A lT o f s y s te m s A r c h ite c t 加 g , s e c o n d A c tiv iŕ ie s , ï n te m a tio n a l C o u n c il o n s y s te m s E n g in e e rin g , O c to b e r 2 0 1 I . Sy s te m s E n g in e e r in g H a n d b o o k A G u id e J o , s y s te m L ife c y c ıe p r o c e s s e s a n d S y s te m s e n g in e e ń n g a n d th e flo w d o w n o f specifications a re tre a te d c o m p re h e n s iv e ly in
  • 116. C o n jo in t A n a ly s is A G u id e j o " esigning a n d In te rp re Jo h n W ile y & S o n s , N e w Y o r k , 1997 . M o s t m a r k e tin g re s e a rc h '"b00ks d is c u s s c o n jo in t a n a ly s is . H e re a r e tw o r e fe r e n c e s R a m a s w a ' y , R a ja n , ' " K ' " -theHouionİ° l ityi ï y x ' ° ' ' " ' '" ' '" g s p e c iñ ' ' " ' ' " " e d itio n , P r e n tic e H a ll. E n g ı' " o d c liffs , N J, t n g q fN e w p r o d u c ts , s e c o n d Scanned by CamScanner C - P (1 - M .. ) = $250 (1 - 0 . 4 0 ) = $ 15 0 g ro s s p r o fit m a rg in o f th e m a n u fa c tu re r , M . . E qu a ls 0 . 4 0 , t h e n th e ta rg e t c o s t is If th e p r o d u c t is s o ld d ir e c tly to th e e n d u s e r b y th e m a n u fa c tu r e r , a n d th e A s s u m e th e e n d u s e r p ric e , F e q u a ls $ 2 5 0 .
  • 117. E X A M P L E u m b e r o f s ta g e s in th e d is trib u tio nc h a n n e l, a n d M i is th e m a rg in o f th e ith s ta g e . w h e r e P is th e p r ic e p a id b y th e e n d u s e r , n is th e n 1 i = 1 Tget c o s t, C , is g iv e n b y th e fo llo w in g e x p re s s io n 10 0 p e r c e n t . ) d iffe r e n tly a s ř / c - 1, s o t h a t a m a rg in o f 5 0 p e r c e n t is e q tıiv a le n t to a m m k - u p o f fo r th e p r o d u c t it s e lls . (N o te th a t ı?ta r k - u p is s im ila r to m a r g in , b u t is d e fin e d s lig h tly w h e re P is th e p r ic e th is s ta g e c h a rg e s its c u s to m e r s a n d C is th e c o s t th is s ta g e p a y s P M = (P - C ) L e t M b e th e g r o s s p ro fit m a rg in o f a s ta g e in th e d is tr ib u tio n c h a n n e l . m a r g in s fo r d iff e r e n t p r o d u c t c a te g o ń e s ,
  • 118. u to r s a n d r e ta ile r s . E x h ib it 6 - 13 p r o v id e s s o m e a p p r o x im a te v a ıu e s o f g r o s s p r o fit q u e n tly , p ro d u c ts a r e d is tr ib u te d th r o u g h o n e o r m o r e in te rm e d ia te s ta g e s , s u c lı a s d istrib S o m e p r o d u c ts a r e s o ld d ire c tly b y a m a n u fa c tu r e r to e n d u s e r s o f th e p r o d u c t . N e p ro d u c t to b e c o m p e titiv e ly p ń c e d in th e m a r k e tp la c e . c o s tin g is a m e c h a n is m fo r e n s u r in g th a t specificatinns a re s e t in a w a y th a t a llo w s th e o f c o m p e titiv e m a r k e ts , in w h ic h p ric e s a r e d ń v e n b y m a rk e t a n d c u s to m e r fa c to r s . T * ge t p ric e s b y a d d in g its e x p e c te d p r o fit m a r g in to th e c o s t . T h is a p p r o a c h ig n o r e s th e re a İ itie s a p p r o a c h b e g in s w ith w h a t th e fir m e x p e c ts its m a m lfa c tu r in g c o s ts to b e a n d th e n s e ts , ts T a rg e t c o s tin g is th e r e v e r s e o f th e c o s t - p lu s a p p r o a c h to p r ic in g . T h e c o s t- p lu le s s th a n ( I - 0 . 4 0 )
  • 119. · 13 7 . 50 = $82 . 5 0 . m a rg in o f a t le a s t 4 0 p e rc e n t o n its c o m p o n e n ts , t h e n its u n it m a n u fa c tu ń n g c o s t m u s t fo r k to b ic y c le s h o p s fo r ( 1 - 0 . 4 5 ) · 2 5 0 = $ 13 7 . 50 . If S p e c ia liz e d w is h e s to e a m a g g ro s s p ro fit m a rg in o f 4 5 p e r c e n t o n c o m p o n e n ts , t h e n S p e c ia liz e d w o u ld h a v e to s e th e p ric e it e x p e c te d th e c u s to m e r to p a y w a s $ 2 5 0 a n d if b ic y c le s h o p s n o r m a l ly e S p e c ia liz e d w is h e s to s e ll its s u s p e n s io n f o r k to its c u s to m e r s th r o u g h b ic y c E m a rg m s th a t a r e re q u ir e d fo r e a c h s ta g e in th e d is tr ib u tio n c h a n n e l . F o r e x a o n th e p ń c e th e c o m p a n y h o p e s th e e n d u s e r w ill p a y f o r th e p r o d u c t
  • 120. a rg e t c o s tın g s a s rm p le id e a : s e t t h e v a lu e o f th e m a n u fa c tu n n g c o s t C o s t in g Scanned by CamScanner m s in its a n a ly s i s o f ta rg e t c o s t. / e į n te n s ity , t he v o lu m e o f u n its s o ld , a n d th e le v e l o f c u s t o m e r s u p p o rt re q u ire d . S a le s re p re s e n ta ū v e s a re p a id o t e th a t th e se v a lu e s a re q u ite a p p r o x im a te . A c tu a l m a rg in s d e p e n d o n m a n y id io s y n
  • 121. c ra tic fa c to rs , in c lu d in g c n m n e t ifiv l re ta ile r s , EX H IB ıT G ro s s M a rg in 10 2 0 3 0 4 0 5 0 6 0 7 0 8 0 Pe rc e n t M a il o rd e r S p e c ia lty re ta iıe rs D e p a rtm e n t s t o re s M a s s m e rc h a n d is e rs ◆ ı =E le c t ro n ic s 团团团国中 1 I I 园 国A u to m o b ile d e a le r s R e t a iıe rs ! t I I ı ı aıiG ifts a n d n o v e ltiÆ T a æ ■白
  • 122. ın d u s t r ia l p r o d u s p o rtin g ' " = = = �ın d e p e n d e n t S a ıe s R e p re s e n t a t iv e s = = Ł, 团团■ M e d ic a ı d e v ic e s In d u s t ria l p r o d u c ts - e q u ip m e n t ın d u s t ria l p ro d u c ts - m a te r ia ls , s u p p l i e s B ra n d e d p a c k a g e d g o o d s c o m p u t e rs �W h o ıe s a ıe rs l D is t rib u t o rs 上 亡 国 眉目国 ■ 自 团 团 ■ 叫■ 叫
  • 123. b = = · = = = i 1 C o n s u m e r s o ftw a re B ra n d e d p a c k a g e d g o o d s T o y s M e d ic a l d e v ic e s In d u s t r ia ı e q u ip m e n t S p o rtin g g o o d s c o n s u m e r e ıe c t ro n ic s A p p lia n c e s c o m p u te rs A u to m o b iıe s M a n u fa c tu re r s Scanned by CamScanner
  • 124. Levy Family Episode 3 Levy Family Episode 3 Program Transcript JAKE LEVY: We'd be out on recon in our Humvees, and it would get so hot. We used to put our water bottles in wet socks and hang them right outside the window just so the water would cool off of a bit, and maybe then you could drink it. Man, it was cramped in there. You'd be drenched, nowhere to breathe. It's like riding around in an oven. And you'd have your helmet on you, 100 pounds of gear and ammo. I swear, sometimes I feel like it's still on me, like it's all still
  • 125. strapped on me. FEMALE SPEAKER: How many tours did you do in Iraq? JAKE LEVY: Three. After that last recon, I just-- There were 26 of us. Five marines in the Humvee I was in. I remember I was wearing my night vision goggles. We passed through a village and everything was green, like I was in a dream or under water. And then there was a flash, bright light just blinded me. There was this explosion. I can't-- I can't-- FEMALE SPEAKER: It's OK, Jake. Take it easy. I understand this is difficult. There's something I;d like to try with you. It's called exposure therapy, and it's a treatment that's used a lot with war veterans, especially those struggling with anxiety and PTSD. JAKE LEVY: Exposure therapy? FEMALE SPEAKER: Yes. It's to help someone like yourself to confront your feelings and anxieties about a traumatic situation that you've experienced. It's a-- It's meant to help you get more control of your thoughts, to make sense of what's happened, and to not be so afraid of your memories. JAKE LEVY: Put that in a bottle and I'll buy 10 cases of it.
  • 126. FEMALE SPEAKER: Well, one part of it is learning to control your breathing. And when you practice that, you can learn to manage your anxiety, to get more control of it, not let it control you, to protect yourself. Do you want to try it? JAKE LEVY: Right now? FEMALE SPEAKER: Sure. JAKE LEVY: Why not? ©2013 Laureate Education, Inc. 1
  • 127. Levy Family Episode 3 FEMALE SPEAKER: OK. Well, I know this sounds crazy, but a lot of people don't breathe properly. And it really comes from bad habits. When they inhale and exhale, all the effort is here in their chest and shoulders. And the problem with that is you get a really short, shallow breath. And that really increases the stress and anxiety in your body. Instead, a more natural breath should always involve your diaphragm, right here in your abdomen. When you breath in, your belly should expand. And when you breath out, your belly should fall. OK? JAKE LEVY: OK. FEMALE SPEAKER: So, let's practice. Close your eyes. Now, I want you put one hand on your abdomen and the other across your chest. Good. Good. Now, I just want you to take a few breaths, just like normal. What are you feeling? JAKE LEVY: I feel my chest moving up and down. But my belly, nothing. FEMALE SPEAKER: OK. So that's what I was just talking about. That's OK. Let's try this. I want you take a breath. And this time, I only want you to allow your
  • 128. abdomen to expend when you breathe in and to fall when you breathe out. OK, let's try it. Breathe in. Breathe out. Breathe in. Breathe out. You feeling better? More relaxed? JAKE LEVY: Yes. FEMALE SPEAKER: And the more you practice it the easier it will become. So when you find that stress and anxiety coming on, just do your breathing. You can keep yourself from getting swept by all those bad thoughts. OK? JAKE LEVY: Yes. Thank you. FEMALE SPEAKER: So, do you want to try to go back to what you were telling me about before? JAKE LEVY: I can try. It was night. We were out on recon. It was my third tour in Iraq. Levy Family Episode 3 Additional Content Attribution MUSIC: ©2013 Laureate Education, Inc. 2
  • 129. Levy Family Episode 3 Music by Clean Cuts Original Art and Photography Provided By: Brian Kline and Nico Danks ©2013 Laureate Education, Inc. 3 Individual Homework 2 Chapter 6 Reading Save homework as a pdf and upload to the link provided on Blackboard. Please be sure to label your file as follows: “Last name First name Indiv HW 2.pdf” Reading Comprehension (12 pts) Read chapter 6. Answer the following questions: 1. List a set of metrics corresponding to the need that ‘a pen write smoothly’. Provide a minimum of 3 metrics. (4 points) 2. How might you establish precise and measurable specifications for intangible needs such as “the front suspension looks great”? (4 points) 3. Can poor performance relative to one specification always be
  • 130. compensated for by high performance on other specifications? If so, how can there ever really be a “marginally acceptable” value for a metric? (4 points) Activity (20 pts) Chose a product (not related to your group project opportunity), such as camping tents that you can collect benchmark information. It is the goal of this exercise to find out which user needs lead to the highest or lowest rankings in similar products. This exercise will help your team focus on the most important user needs. 1. Create an excel document to record your work. (Similar to Exhibit 6-7) 2. Prepare a list of metrics (Step 1: Prepare the List of Metrics, Chapter 6). 3. Collect competitive benchmark information from 2 competitive products on Amazon that have a substantial number of reviews. (Step 2: Collect competitive benchmark information, Chapter 6) 4. Break down each review. For example, if a review for a tent discusses how the poles broke the first night and leaked in a rainstorm, make categories for “reliable poles” & “water resistance”. 5. For each mention of those categories, make a new entry, recording whether the mention was positive, neutral, or negative, and the overall
  • 131. rating(# of stars) of the review. 6. Continue scanning reviews for new categories or repeated mentions of existing ones. Look through at least 15 reviews for each product, with roughly five 5-star reviews, five 3-star reviews, and five 1-star reviews. Analyze your data. Which features, when done well, lead to a high ranking? Which features, when negatively mentioned, lead to low ratings? Create a numerical ranking of the importance of each need. Reflect. Are there items missing in your needs list which you saw recurring in your qualitative benchmarked products? Are there items in your user needs list which were never mentioned and you believe need to be removed? Important! Save these reviews to pdf, along with the links. They are raw data, and will be included with your homework.