Page 44 - DMGT501_OPERATIONS_MANAGEMENT

Operations Management

Notes 2.4.2 Concept Generation

The specifications are the basis for concept generation. At the concept level, the organization
should identify essential problems and propose the function structure of the product or service.
This should generate proposals and solution principles that are combined and refined into
concept variants.
The concept should be evaluated against technical and economic data. If the results are found
satisfactory, the concept has reached the stage for screening.
Screening is a management process. Each idea is analyzed and its risks and potential are
scrutinized, both technically and business wise. Those having potential are identified. Most of
the ideas are killed or die at the screening level.
The business analysis includes preliminary market analysis, creating alternative concepts for
the product, clarifying operational requirements, establishing design criteria and their priorities,
and estimating logistic requirements for producing, distributing and maintaining the product
in the market.

2.4.3 Embodiment Design

After they have cleared screening, the ideas are developed in their preliminary configuration
and an introductory analysis is conducted.
The best preliminary design(s) are:
1. Selected and refined.
2. Evaluated against technical and economic criteria.

3. The preliminary design(s) are refined and the configuration completed.
Detailed analysis is conducted of refined design(s). The design is reviewed for errors,
manufacturability and cost. The preliminary design and alternate designs are evaluated according
to critical parameters to determine the design support that will be required including analytical
testing, experimentation, and physical modeling. Based on the results and trade-offs, the
conceptual design is firmed up.

This is followed by:
1. Preparation of preliminary parts list, and
2. Fabrication design for the basic elements of the conceptual design.
This completes the stage of firming up the definitive design of the new product or service.

2.4.4 Detailed Engineering Design

This stage involves engineering a detailed definition of the product, including its components,
materials, sizes, shapes, etc. The product design is:
1. Analyzed,
2. Experimented upon, and
3. Data collected to determine if the design meets the design objectives.

Trade-offs are inevitable in the optimal design, since objectives often conflict with each other.
The final design, whether computer generated or compiled manually, includes drawings,
specifications and other documentations necessary to form the basis of product and process
development.

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