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Category: Business

Autor: anton 22 January 2011

Words: 944 | Pages: 4

New Product Development at HPM

Company Background

• HPM Industries is a privately owned company established in 1925. Its core business is in the design, manufacture and distribution of electrical wiring accessories such as electrical power plugs, power outlets and light switches.

• The company had its origins in button production, when Ruth Simon’s parents (Ruth is the wife of the current chief executive officer, Peter Simons) started HPM in the button-moulding business.

• In 1948 they bought a tool at auction to make plug-tops and started turning out about 20 products.

• The company’s backbone of success: electrical wholesale

• It has also been successful on developing and marketing main products for the retail market sector.

• HPM has been the dominant player in the Australian domestic market for many years.

• The company has also managed to break into a number of special niches.

• It employs, at present, more than 1,100 employees working in various factory sites, warehouses and sales offices around the country, from which it supplies over 3,500 product lines.

Goals of HPM:

пЃ¶ To effectively compete in the most challenging market that is continually evolving.

пЃ¶ To improve its product development process in an increasingly fast-paced, globalized market.

Strategy:

пЃ¶ Use innovation and technology to differentiate itself in the market

пЃ¶ Concentrate on using the latest technology in both its new products and new manufacturing processes

Problem

• There has been a change in the length of the product life cycle.

o Products had a life cycle of 8-10 years during the 1970’s and 1980’s. However, the company must now contend with product life cycle of two years and less.

Causes of the problem:

(a) Impact of technology — This is not only because competitors are able to develop alternative products on a much more frequent basis, but also because competitors are able to reengineer exact duplicates of HPM’s products and saturate the market with cheap copies

пѓЁ Improvements in technology made the quality of imported products coming to Australia really good.

пѓЁ Competitors can optically scan a product, reverse engineer it and then produce a product with all the same characteristics as the HPM product.

пѓЁ Competitors are causing severe price pressure in the marketplace even though they have not been very successful in gaining market share.

(b) Impact of cheap imports — This primarily refers to the low-cost Chinese sourcing

 HPM held a unique “in-house” manufacturing philosophy and sourcing structure, in contrast to the recent trend for companies to outsource their manufacturing requirements

пѓ The logic behind the domestic manufacturing strategy was that the company would be able to overcome the cheap labor and the lower set up costs of overseas competitors by investing in more automated manufacturing technology and by utilizing the superior skills that exist within the company.

пѓ HPM might be forced to totally reposition its manufacturing strategy.

пѓ  The domestic manufacture of standard, low technology products has become uncompetitive against low-cost imports from Southeast Asia

Options for the Company

Technology in New Products

HPM’s strategy is to concentrate on highly innovative products, particularly focusing on those that hold the following characteristics:

(1) Where there is added value

(2) Where the company has some intellectual property in the product

(3) Where the product can’t be copied or will take a long time to copy.

Rapid Product Development

HPM recognizes the importance of getting new products to market quickly and therefore pays particular attention to new developments in the area of rapid prototyping technology.

1 - Conventional Process (46 weeks)

1. Ideas drawn

2. Design of Tools

3. Creation of Tools

4. Testing/Adjustment - Assembly Run of Tools

5. Approval from Officials

2 - Rapid Prototype (27 weeks)

1. Ideas drawn – CAD -3D

2. Model Creation under Subcontractors (QMI-PARTEC)

3. Creation of Adjusted Tools – Creation of Manufacturing Aids and Packaging

4. Testing/Adjustment - Assembly Run of Tools

5. Approval from Officials

Advantages: Physical appreciation of any redesign to improve functionality can be dealt with earlier. Faster.

3 – Rapid Prototype w/ Rapid Tooling (37 weeks)

1. Ideas drawn – CAD – 3D

2. Model Creation under Subcontractors (QMI-PARTEC) – Rapid Tooling

3. Creation of Adjusted Tools w/ Testing and Adjustment - Approval from Officials

4. Creation of Manufacturing Aids and Packaging

Advantages: Physical appreciation of any redesign to improve functionality can be dealt with earlier. Approvals are simultaneous with adjustment of tools. Faster and Lesser Costs.

Implementation of Rapid tooling Availability of Product Marketability Adv. time

Recommendation

Our recommendation is that we implement continuously the rapid prototype modeling accompanied by rapid tooling. The benefits that can be gained from the option chosen are the following:

пѓј The Government Regulatory Approval (8 weeks) being the key delay or the non-changeable time span/ strategic area of improvement in the whole production process is done parallel with manufacture of production tooling. This lets the company lessen its lead time.

пѓј The process saves 19 weeks or 41.3 percent savings of process time giving you only a total of 27 weeks for the whole production process to be completed compared to the conventional engineering process which takes 46 weeks.

пѓј Cost-Benefit Evaluation is the aspect of saving 19 weeks of developmental time at the same time is the introduction of the product into the market early.

 Savings are approximately 10 times the cost of the RPM’s.

пѓј Strengthening of product range due to early exposure to the market and the market presence gained through the process is quantifiable in terms of cost gains for the company.

In this line of business, being the top wholesaler in electronics, the aspect of being ahead in terms of producing new items in the market with added innovations is the key. It is the advantage gained through employing the process of rapid tooling along with rapid prototype modeling in the production process.

A good way to analyze and implement this processes is to use the critical path method where they can see which activities can be overlapped and adjusted to lessen time and most likely costs in production.

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