• Please have a writing utensil and a piece of paper.

• Please sit with your teams such that one person is in the front row, one person is directly behind that person in the second row, etc.

# 4 – Customer Needs

• Please escort me into the hall.• Based on your customer’s needs,

please write down a list of features.

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# 3 - Drawing

• # 4, please pass the list of features to # 3.

• # 3, please create a drawing to illustrate the features.

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# 2 - Prototype

• # 3, please pass the drawing to # 2; do not pass the features list.

• # 2, please create a prototype from the drawing.

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# 1 – Sell to Customer

• # 2, please pass the original prototype to # 1.

• # 1, please create an advertisement to sell the product to me, your customer.

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Customer Needs

• Paper fan

• Fringed on at least one edge

• Must have a handle

“Over-the-wall” Engineering

Concurrent Engineering

Concurrent Engineering

• Please sit in a circle with your group.• I want a green hat with fringed edges, but I

do not want it to have a “pointy” end.• Complete:

– List of customer needs– Drawing– Prototype– Advertisement

Market Entry

Overview

• Concurrent versus “over-the-wall”

• Core Competence• Dominant design• Acceptability• Adaptability

Concurrent vs. “Over-the-wall”

• Time• Allocation of resources• Customer needs• Management• Quality control

Core Competence

• Primary area of specialization• Knowledge acquisition• Collective learning• Coordination of skills and technology • Example – Radiator Company

– Brazing of aluminum

Test for Core Competence

• Providing access to a wide variety of markets

• Adding to the benefits of the end product as viewed by the customer

• Discouraging imitation by competitors

Describe a car.

Dominant Design

• Standard model–Perception–Function–Cost

Acceptability

• Functional performance• Acquisition cost• Ease-of-use characteristics• Operating cost• Reliability• Serviceability• Compatibility

Adaptability

• Identifying target market–Demographics

• Geography• Socioeconomic status• Usage: need versus want

• Expanding demographic

Conclusion

• Concurrent versus “over-the-wall”

• Core Competence• Dominant design• Acceptability• Adaptability

Questions