tools for strategic design
TRANSCRIPT
1
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
A Visual Toolbox for BusinessStrategic Design
Enrico Viceconte, Stoà
July 24, 2013
2
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Our Toolbox
Generic Competitive Strategies– Competitive advantage
Understanding Vertical Integration– Value Chain & Supply Chain
Understanding Horizontal Integration– Product-Market Matrix
Operations Strategy– Product-Process Matrix
Situation Analysis– BCG, Industry Analysis, SWOT
Positioning & Strategic Framework
3
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Visual Thinking (per INCOSE)
http://www.incose-cc.org/2012/02/solving-systems-engineering-problems-on-the-back-of-a-napkin/
– 50% of our brain is dedicated to visual processing.– “Whoever best describes the problem is the one most likely to solve it.”– Systems Engineers use pictures to get across the problems and their
solutions.– Functional Flow Block Diagrams, System Boundary Diagrams, IDEF0, Use
Cases, ConOp diagrams, all the DoDAF diagrams like the OV-1, etc.– All of these “pictures” are used to communicate a design of a solution to a
problem. – Just look at what the Zachman Framework for enterprise architecture is all
about: it’s a slice and dice of different views of a system.– And think about how the Systems Engineer become a story teller during
each design review…
4
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
5
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
6
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Generic Competitive Strategies
AN ESCLUSIVERESOURCE AN ESCLUSIVE
CAPABILITY
EFFICIENCY
EFFECTIVENESS
7
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Mission, Vision, Values
This Strategic Plan outlines our long-term goals as an agency and describes how we will accomplish these goals over the next decade or more.
Our goals cover more than flagship missions and cutting-edge technology development.
We are committed to working smarter, doing business differently, and being transparent in our operations.
Continuous improvement in our program management, in particular, is essential to our future success, and we will keep the public’s trust through transparency and accountability for our actions.
We will continue to adhere to our core values of safety, integrity, teamwork, and excellence while we foster the pioneering, innovative, and partnering spirit that drives us and continues to advance our Nation.
8
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Mission, Vision, Values
9
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Vertical integration
Tier NTier N -1Tier N -2 Tier N +1 CONSUMERS
10
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Vertical integration
Tier NTier N -1Tier N -2 Tier N +1 CONSUMERS
BACKWARD
FOREWARD
11
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Vertical integration
Tier NTier N -1Tier N -2 Tier N +1 CONSUMERS
BACKWARD
FOREWARD
12
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Vertical integration
Tier NTier N -1Tier N -2 Tier N +1 CONSUMERS
13
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Value Chain
0 25 $ 25 50 $ 50 75 $ 75 100 $
14
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
15
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
16
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
0 25 $ 25 50 $ 50 75 $ 75 100 $
25 $
50 $
75 $
100 $
Tier NTier N -1Tier N -2 Tier N +1
PRODUCTCOMPONENTSUBCOMPONENT
CHANNEL
PRODUCTIONVALUE ADDED
SUPPLYVALUE ADDED
COMMODITIESVALUE ADDED
DISTRIBUTION/RETAILVALUE ADDED
17
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
10 %
45 %
85 %
100 %
Tier NTier N -1Tier N -2 Tier N +1
PRODUCTCOMPONENTSUBCOMPONENT
CHANNEL
GREAT
BRAND!
PRODUCTIONVALUE ADDED
SUPPLYVALUE ADDEDCOMMODITIESVALUE ADDED
DISTRIBUTION/RETAILVALUE ADDED
18
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Tier NTier N -1Tier N -2 Tier N +1
PRODUCTCOMPONENTSUBCOMPONENT
CHANNEL
DISTRIBUTION/RETAILVALUE ADDED
SUPPLYVALUE ADDED
COMMODITIESVALUE ADDED
PRODUCTIONVALUE ADDED
GREAT
BRAND!
100 %
19
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
100 %
Tier NTier N -1Tier N -2 Tier N +1
PRODUCTCOMPONENTSUBCOMPONENT
CHANNEL
DISTRIBUTION/RETAILVALUE ADDED
SUPPLIERVALUE ADDED
COMMODITIESVALUE ADDED
PRODUCTIONVALUE ADDED
20
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
MANUFTier 1Tier 2 AIRLINES
INTEGRATOR -PRIME MANUFACTURER (OEM)
TIER N-1
TIER N-2
TIER N-3
Tier 3
AIRLINES100 %
Supply chain
21
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Horizontal integration
22
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
MARKETPENETRATION
Product-Market Matrix
NEW PRODUCTSDEVELOPMENT
NEW MARKETSDEVELOPMENT DIVERSIFICATION
23
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Product-Process Matrix
RANGE/MIXDIFFERENTIATONHIGH COST PER UNIT’
STANDARDIZATIONMASS-MARKET
LOW COST PER UNIT
HIGH FLOWCONINUITYRIGIDITYMECHANIZATION/AUTOMATIONCAPITAL INTENSIVE
LOW FLOWFLEXIBILITY
DISCONTINUITYLABOR INTENSIVE
Job Shop
Flow Shop
24
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
25
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Project
26
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Job Shop
PROCESSO/PRODOTTO
A
PROCESSO/PRODOTTO
B
27
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Flow Shop
28
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Continuous Process
29
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Product-Process Matrix
RANGE/MIXDIFFERENTIATONHIGH COST PER UNIT’
STANDARDIZATIONMASS-MARKET
LOW COST PER UNIT
HIGH FLOWCONINUITYRIGIDITYMECHANIZATION/AUTOMATIONCAPITAL INTENSIVE
LOW FLOWFLEXIBILITY
DISCONTINUITYLABOR INTENSIVE
FordProductionSystem
30
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Product-Process Matrix
RANGE/MIXDIFFERENTIATONHIGH COST PER UNIT’
STANDARDIZATIONMASS-MARKET
LOW COST PER UNIT
HIGH FLOWCONINUITYRIGIDITYMECHANIZATION/AUTOMATIONCAPITAL INTENSIVE
LOW FLOWFLEXIBILITY
DISCONTINUITYLABOR INTENSIVE
ToyotaProductionSystem
31
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Product-Process Matrix
+FLOW
+VARIETYFlexibleManufacturingSystems
RANGE/MIXDIFFERENTIATONHIGH COST PER UNIT’
STANDARDIZATIONMASS-MARKET
LOW COST PER UNIT
HIGH FLOWCONINUITYRIGIDITYMECHANIZATION/AUTOMATIONCAPITAL INTENSIVE
LOW FLOWFLEXIBILITY
DISCONTINUITYLABOR INTENSIVE
32
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
The 787’s Production Process
33
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Strategic Positioning
A
B
C
D
E
FG
H
I
L
PRICE
QU
ALI
TY
LOW AVERAGE HIGH
A
B
CD
E
F
GH
I
L
PRICE
INTE
GR
ATI
ON
LOW AVERAGE HIGH
A
B
C D
E F
G
H
I
L
PRICE
INN
OVA
TIO
N
LOW AVERAGE HIGH
34
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Marketing Mix CoherenceHIGH
LOWPRODUCT COMMUNICATION CHANNEL PRICE
SELECTIVE HIGHSELECTIVE
MASS MASS LOWCOMMODITY
SPECIALTY
A
B
C
A
B
C
A
B
C
A
C
B
A
PRODOTTO
PRODOTTO
C
PRODOTTO
B
35
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Strategic Framework (Blue Ocean)
X Y Z W
A
A
A
A
K
B
B
B
B
B
A
C
CC
C
C
FEATURES:
HIGH
LOW
36
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Boeing 787 Features
37
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Boeing 787 Features
38
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Situation Analysis (SWOT)
Strengths – S1. …..2. …..3. …..
Weaknesses – W1. …..2. …..3. …..
Opportunities – O1. …..2. …..3. …..
Threats - T1. …..2. …..3. …..
SO Strategies• HARVESTING -CAPITALIZE• ATTACKING• LEVERAGING TO ATTACK
WO Strategies• INVESTMENT• BUILDING STRENGTHS
WT Strategies• EXIT• BUILDING STRENGTHS
ST Strategies• DEFENSE• MINIMIZE• LEVERAGING TO DEFENSE
39
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Situation Analysis (SWOT)
40
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Boeing SWOT Analysis
Strengths– Innovation and Technical Expertise– Strong reputation of quality and industry leadership– Long-standing customer relationships– International customer base– Supplier-Component Manufacturer Networks– Commercial Aircraft is one of six business divisions
41
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Boeing SWOT Analysis
Strengths– Innovation and Technical Expertise– Strong reputation of quality and industry leadership– Long-standing customer relationships– International customer base– Supplier-Component Manufacturer Networks– Commercial Aircraft is one of six business divisions
Weaknesses– Development Costs for new products: $8-10 Billion– Reliance on Suppliers-Component Manufacturers (both
strength and weakness)
42
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Boeing SWOT Analysis
Opportunities– New technologies to build lighter, longer range aircraft– New airline customers in Asia and Pacific market– Airline travel pattern changes supporting Boeing product line
Threats– Aggressive Airbus Price Discount Practices– WTO dispute regarding EU subsidies– Changing economics– Domestic airline bankruptcies– Changing governments, politics and business partners based in
those countries– Example: Dubai Port management controversy– Air travel vision could be wrong
43
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Situation Analysis
STRENGTHS = CAPABILITIESOPPORTUNITIES = DEMAND FOR CAPABILITIES
FIRM’SCAPABILITIES
MARKET’SDEMAND FORCAPABILITIES
BARRIERS
VALUE FLOW
44
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
volume
time
Market share C
Market share B
Market share A
Sta
rts
A
Sta
rts
B Sta
rts
CNew Product
MATURITY
GROW
TH
INTRODUCTION
COMPETITORS:A: InnovatorB: FollowerC:Latecomer
Product Lifecycle
45
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
volume
time
Sto
ps A
Sto
ps B
Sto
ps C
MATURITY DECLINE
DEATH
GROW
TH
INTRODUCTION
A: InnovatorB: FollowerC:Latecomer
Product Lifecycle
46
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
ADOPTION
time
MATURITY
ADOP
TION
INTRODUCTION
Process Lifecycle
47
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
volume
The Innovator (A)Starts with a new product
48
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Industry Analysis
Tier NTier N -1Tier N -2 Tier N +1 CONSUMERS
?
49
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Industry Analysis & Generic Strategies
50
Systems Engineering Approach for Advanced Materials Application in
Aeronautics
Enrico Viceconte, Stoà - Istituto di Studi per la Direzione e Gestione d'Impresa
Grazie!