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Week 2: Product Design and Process Selection

April 4, 2021
Brenda I. Belcher

Week 2: Product Design and Process Selection

Have you ever dreamed up a new product? Perhaps you even developed a prototype. But what happens next? Consider the thought process you went through as you dreamed of a new product. Now, imagine if you wanted to sell that product to a global audience. What other issues would impact your product development?

This week you learn about designing new products and how new product development impacts the operations function. You also learn about some of the challenges a manager faces when working with cross-functional product development. Finally, once a new product has been developed, you as a manager must decide how to integrate the production of the product with customer ordering processes.

Learning Objectives

Students will:
  • Evaluate product development process options
  • Evaluate product-process strategies and product flow processes
  • Identify supply chain and operations management concepts, theories, and practices

Learning Resources

Note: To access this week’s required library resources, please click on the link to the Course Readings List, found in the Course Materials section of your Syllabus.

Required Readings

Schroeder, R. G., Goldstein, S. M., & Rungusanatham, M. J. (2018). Operations management in the supply chain: Decisions and cases (7th ed.). New York, NY: McGraw-Hill/Irwin.

  • Chapter 3, “Product Design” (pp. 36-49)
  • Chapter 4, “Process Selection” (pp. 52-72)Chapters 3 and 4 cover what is involved in new product development. Chapter 3 examines each phase of the product development process, including strategies to ensure that the consumer is getting the product that best satisfies their needs and expectations for the lowest possible price. You also will learn the importance of selecting the best process for actually producing a product. Chapter 4 outlines five different product flow processes and demonstrates how the choice of the best process is tied to the characteristics of the product being manufactured. Focus on the cross-functional product design and the different combinations of product flow processes. Review and think about the examples and anecdotes provided in the chapters that illustrate the major ideas being conveyed. What is the difference between a sequential and a concurrent approach to product design? What factors need to be considered when selecting the best process for a particular product? Ask yourself how these issues change if your organization is multinational. Consider the additional challenges of developing new products in a global marketplace.

Optional Resources

Schroeder, R. G., Goldstein, S. M., & Rungtusanatham, M. J. (2018). Operations management in the supply chain (7th ed.). Retrieved from http://highered.mheducation.com/sites/0077835433/student_view0/index.html


Discussion 1: Product Development Process

This week’s content has discussed cross-functional product development and process selection. You have read about how new product development is influenced by the design process and the design tools selected. Two processes for product development were presented: the sequential process and the concurrent process. Each method has advantages and disadvantages that managers need to consider when developing a new product. Recall that operations is responsible for supplying the product or service of the organization and, in order to most efficiently and effectively supply the product, operations managers need to understand the product development options.

By Day 3

Post a 250- to 300-word statement that addresses the following questions about the product development process options:

  • What steps in the sequential product development process are similar to the concurrent product development process? What steps are different?
  • Which product development process is more efficient and effective for developing products and services that are well aligned with market expectations and why?

Read a selection of your colleagues’ postings.

By Day 6

Respond to two or more of your colleagues’ postings in one or more of the following ways:

  • Ask a probing question.
  • Share an insight from having read your colleague’s posting.
  • Offer and support an opinion.
  • Make a suggestion.
  • Expand on your colleague’s posting.

Return to this Discussion in a few days to read the responses to your initial posting. Note what you learned and the insights you gained as a result of the comments your colleagues made.

Note: Be sure to support your work with specific reference citations from the Learning Resources and any additional sources you consulted. All references must be cited in APA format in an alphabetized list of references at the end of your summary post.

Submission and Grading Information

Grading Criteria

To access your rubric:Week 2 Discussion 1 Rubric

Post by Day 3 and Respond by Day 6

To participate in this Discussion:Week 2 Discussion 1


Discussion 2: Group Case Study

Discussion 2: Group Case Study.You will have two Case Study assignments to complete for the Operations Strategy at BYD of China, Electrifying the World’s Automotive Market case (p. 410). One will involve a Group Discussion and the other will be an Individual Assignment. The information from both parts will be used for your individual Group Case Study Paper, due in Week 3.The Individual Assignment in each week will help you to focus your analysis of the case, apply course concepts, and accomplish the course Learning Objectives. You and your group members should discuss the best answers to the question or questions presented. Each member of the group is required to post a response to the assigned questions in the Group Discussion Board. Read the Operations Strategy at BYD of China, Electrifying the World’s Automotive Market case study in your course text (p. 410).

For your Group Discussion this week, do the following:

By Day 3

Post a 250- to 350-word response that addresses the following:

  • What are the internal strengths and weaknesses of BYD along with the external opportunities and threats (SWOT analysis)?
  • Given a business strategy of being the word leader in manufacturing electric cars with innovative technology, what operations and supply chain strategy do you think BYD should pursue? Identify what operations and supply chain should do to help BYD compete including a mission, objectives, distinctive competence and key decisions.

While you are not required to respond to your colleagues’ individual Discussion posts, you are encouraged to do so.

Note: Complete the Group Discussion each week in the corresponding Forum of the Group Discussion Board found in the Groups area.

Submission and Grading Information

Grading Criteria

To access your rubric:Week 2 Discussion 2 Rubric

Post by Day 3

To participate in this Group Discussion:Groups


Project: Group Case Study

Read the Operations Strategy at BYD of China, Electrifying the World’s Automotive Market case study in your course text. After reviewing the information in this case study and the Learning Resources for this week, complete the following:

By Day 7

Submit and post to the Discussion Board a 250- to 350-word response to the following questions:

  • What is BYD’s current product flow process?
  • What are the strengths and limitations of this product flow process?

Note: In addition to submitting your paper to the submission link below, post it to the Discussion 3 thread in the corresponding Forum of the Group Discussion Board. The Group Discussion board can be found in the Groups area.

Post by Day 7

To participate in this Group Discussion:Groups

Submission and Grading Information

To submit your completed Assignment for review and grading, do the following:

  • Please save your Assignment using the naming convention “WK2Proj+last name+first initial.(extension)” as the name.
  • Click the Week 2 Project Rubric to review the Grading Criteria for the Assignment.
  • Click the Week 2 Project link. You will also be able to “View Rubric” for grading criteria from this area.
  • Next, from the Attach File area, click on the Browse My Computer button. Find the document you saved as “WK2Proj+last name+first initial.(extension)” and click Open.
  • If applicable: From the Plagiarism Tools area, click the checkbox for I agree to submit my paper(s) to the Global Reference Database.
  • Click on the Submit button to complete your submission.
Grading Criteria

To access your rubric:Week 2 Project Rubric

Check Your Assignment Draft for Authenticity

To check your Assignment draft for authenticity:Submit your Week 2 Assignment draft and review the originality report.

Submit Your Assignment by Day 7

To submit your Project:Week 2 Project


Week 2 Quiz

Welcome to the Week 2 Quiz.

There is no time limit to complete the Quiz. It is made up of 15 multiple-choice questions, and is worth 30 points. It covers Chapters 3 and 4 of the course text.

By Day 7

Complete the quiz of this week.

Submission and Grading Information

Submit Your Quiz by Day 7

To submit your Quiz:Week 2 Quiz


Week in Review

This week you evaluated product-process strategies and product flow processes. You also identified supply chain and operations management concepts and practices.

Next week you will examine how service operations utilize operations management processes and ways that organizations implement cost-cutting strategies via steam-lining.

Next Week

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