Homework

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IndividualHomework 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 ”

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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E X H IB IT 6 – 1

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y .

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s p e c ilic a tio n s
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p ro d u c t r e q u ir e m e n ts
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o r
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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

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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

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

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 l

–

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

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

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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 if

ic 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 l

a 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 .

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 .

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

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

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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

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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 tri

c 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 .

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ñ c a tio n s a ls o in d ic a te w ila t th e
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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
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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
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”

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

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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
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in s
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17 12 In s t ills p rid e 5 S u b j.

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3 kN /m8 6 La te ra l s t iffn e s s a t w ï

m m
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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
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a b

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r e ıa tio n s h i
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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

”

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a n d
”

B in a r y
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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

–

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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

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c o n firm ıh a t th e s p e c ifi
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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

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s m a lle r v a lu e s b e
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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
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p e titiv e v a lu e s o f th
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– 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
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–

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

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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
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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 r

o 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

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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

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
. ‘ ” ‘ ”

–

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p la c e b o u n d s
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s b a s e d o n p a s
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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

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t ,

a n d is u p d a t
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rly (a s
fr e q u e n t

ly a s
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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

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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
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O S T T r it r a c k

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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
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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

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o s itio n th e p r
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lic a tio n s a r
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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
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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

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h a le n g e is to
e n s u re th a

t c e r ta in s p
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fo r d if fe r e n t s u b s y s te m s a r e e
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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 .

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n th e f lo w

– d o w n p r o c e s s
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in c l u d e m e tr ic s lik
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a k p
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r q u e ,
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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

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

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
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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

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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
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6 M a x im u m tra v e l (2 6 – in . w he e l) m m
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s ím 5 1 0 0

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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

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

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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
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e a m b u t h e y

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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

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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

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

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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
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· 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

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m a rg m s th a t a r e re q u ir e d fo r e
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th e d is tr ib u tio n c h a n n e l . F o r e x a

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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
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m s in its a n a ly s i
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