Beruflich Dokumente
Kultur Dokumente
Product Design at Regal Marine Case Background Regal Marine boat manufacturing company is a luxury boat that was founded by Paul Kuck. In 25 years, Regal Marine has become the largest company in the industry to three in sales. Regal Marine lot do export to more than 30 countries including China, and Russia. Regal Marine boat boat manufacturing company is a luxurious stylish and competitive. Regal also has joined with other independent boat makers score in American Boat Builders Association. Through economies of scale in procurement, Regal was able to navigate to the billion-dollar competitor Brunswick (makers of Sea Ray and Bayliner brand). Luxury boat ship industry face challenges which developments in materials used to make the boat very fast and customer tastes are also very quick to change. According to Paul Kuck, Regal Marine always involves a customer in the design process and launch a new model is about 6 per year. This causes function design of Regal Marine in a very big pressure to move quickly so that it can meresponse change a change in the ship's boat luxury market. This pressure coupled with the price issue which should be considered to keep products Regal Marine remain competitive. Typically, the life cycle of a product ships boat is about 3 years, so Regal Marine have continued to release new models models to stay competitive. A few years ago, the newest products are three passengers $ 11,000 Rush, a small but powerful boat ship capable of pulling jet skis. Then, followed by a 20-foot long boat boat inboard-outboard with many innovations that won numerous awards from industry. The new design is 40 feet long boat ship Commodore which has 6 spacious rooms. On the basis of reasons reasons above, Regal Marine utilizing Computer-Aided Design (CAD) software. With the help of CAD, design function of Regal Marine can make very realistic 3D models. By utilizing CAD, manufacturing process design, prototyping, and production could be accelerated because of the ease of CAD. The architects from Regal Marine no longer has to be hard hard to design the ships boat manually and avoid problems with the tooling and production, so that it could better focus on product design. Regal Marine also invites suppliers in the design phase to improve innovation and quality as well as speed up the production process of the product. According to the Regal, the
Problem Identification Regal Marine have always wanted competitive and provide the latest model to the customer with a good quality and competitive price. Due to the technological developments in terms of material and entertainment in a ship that is growing very rapidly, Regal Marine should be able to make the design process more effective so that the boat ship can provide products that can follow the development of the industry. In the luxury boat ship industry, product life cycle is relatively short that is 3 years old. Manufacturers are required to be able to create new products when there are new technological developments or new materials. If you missed it, the company could lose a customer. Therefore, Regal Marine design process requires up to production can be done quickly in order to immediately issue a new product to market. Design is a very important Step was done because the product life cycle of a model ship boat for only 3 years. If time runs out too long in the design phase, the development of new technologies would make the company a loss because it was downloading ghabiskan the money and time to develop a model but once ready market trend turned out to be marketed has changed. The design must also be made in accordance with the wishes of the customer so that it could be accepted by the market. Of course it is not easy to know
Product life cycle can be divided into four, namely: 1. Introductory Phase (Introduction) The initial phase is of a product where the product still has high manufacturing costs and also sales of his not too high because not many people get to know the new products released. This lead to a phase in the introduction of this product its
Twenty-five years after its founding by potato farmer Paul Kuck, Regal Marine has become a powerful force on the waters of the world. The world's third-largest boat manufacturer (by global sales), Regal exports to 30 countries, including Russia and China. Almost one-third of its sales are overseas.
Product design is cr itical in the highly competitive pleasure boat business: " We keep in touch with our customers and we respond to the marketplace," says Kuck. "We're introducing six new models this year alone, l'd say we're definitely on the aggressive end of the spectrum."
With changing consumer tastes, compounded by mater ial changes and everimproving marine engineering, the design function is under constant pressure. Added to these pressures is the constant issue of cost competitiveness combined with the need to provide good value for customers.
Consequently, Regal Marine is a frequent user of computer-aided design (CAD). New designs come to life via Regal's three-dimensional CAD system, borrowed from automot ive technology. Regal's naval architects' goal is to cont inue to reduce the time from concept to prototype to production.
The sophisticated CAD system not only has reduced product development time but also has reduced problems with tooling and product ion, result ing in a superior product.
Wooden decks, precut in-house by computer-driven routers, are delivered on a just-in-time basis for installat ion at one station. Engines one of the few purchased componentsare installed at another.
Racks of electrical wir ing harnesses, engineered and rigged in-house, are then installed. An in-house upholstery department delivers customized seats, beds, dashboards, or other cushioned components. Finally, chrome fixtures are put in place, and the boat is sent to Regal's test tank for watertight, gauge, and system inspect ion.
With hundreds of competitors in the boat business, Regal Marine must work to differentiate itself from the flock. As we saw in the Global Company Profile that opened this chapter, Regal continuously introduces innovative, high-quality new boats. Its differentiation strategy is reflected in a product line consisting of 22 models.
To maintain this stream of innovation, and with so many boats at varying stages of their life cycles, Regal constantly seeks design input from customers, dealers, and consultants, Design ideas rapidly find themselves in the styling studio, where they are placed onto CAD machines in order to speed the development process.
Existing boat designs are always evolving as the company tries to stay stylish and competitive. Moreover, with life cycles as short as 3 years, a steady stream of new products is required. A few years ago, the new product was the three-passenger $ 11,000 Rush, a small but powerful boat capable of pulling a water-skier. This was followed with a 20-foot inboard-outboard performance boat with so many innovations that it won prize after prize in the industry. Another new boat is a redesigned 40-foot Commodore that sleeps six in luxury staterooms. With all these models and innovations, Regal designers and production personnel are under pressure to respond quickly.
By getting key suppliers on board early and urging them to participate at the design stage, Regal improves both innovations and quality while speeding product development. Regal finds that the sooner it brings suppliers on board, the faster it can bring new boats to the market. After a development stage that constitutes concept and styling, CAD designs yield product specifications. The first stage in actual production is the creation of the "plug," a foam-based carving used to make the molds for fiberglass hulls and decks. Specifications from the CAD system drive the carving process. Once the plug is carved, the permanent molds for each new hull and deck design are formed. Molds take about 4 to 8 weeks to make and are all handmade. Similar molds are made for many of the other features in Regal boatsfrom galley and stateroom components to lavatories and steps. Finished molds can be joined and used to make thousands of boats.
Discussion Questions
1. How does the concept of product life cycle apply lo Regal Marine products?
Company has estimated that a life cycle of their products is 3 years. Their product line consisting of 22 models so they need new products as a steady stream.
To maintain this stream of innovation and with so many boats at varying stages of their life cycles, Regal constantly seeks design input from customers, dealers, and consultants. They try to design, develop and produce ideas rapidly and launch new products on the markets as soon as possible.
Paul Kuck is said that: "We keep in touch with our customers and we respond to the marketplace. We're introducing six new models this year alone, l'd say we're definitely on the aggressive end of the spectrum." As the saying goes that customer is always right. Company listens to customers opinions and produce quickly products which there is demand.
With changing consumer tastes, compounded by mater ial changes and everimproving marine engineering, the design function is under constant pressure. Added to these pressures is the constant issue of cost competitiveness combined with the need to provide good value for customers.
3. What kind of engineering savings is Regal achieving by using CAD technology rather than traditional drafting techniques?
Regal's naval architects' goal is to cont inue to reduce the time from concept to prototype to production. As the saying goes that time is money. The sophisticated CAD system not only has reduced product development time but also has reduced problems with tooling and production, result ing in a superior product.
There are number of benefits of using CAD software. Some of the benefits are tangible for they are visible in the design process, which rooted in among others that design time is shorter. Other benefits are intangible which may not be visible directly but result in improvement in the quality of product, database availability, reduction of stress on the designers, better control over designing and production process as well as production cost are reduced. Source: Richard Bothom, 08.03.2010 and Design of Goods and Services, 2008
3D Design Software has developed no end of 2D-method. Key benefits of using 3D CAD design in mechanical and architectural industry are simplicity, automation and interactive analysis. Various problems have also left and design quality has received a major improvement. Source: 3D Cadcea Ltd, 08.03.2010
Sources:
- Prentice Hall, Inc, 2008, Operations Management presentation, chapter 5 Design of Goods and Services,