MBA Operations Management - Case Study Guides - 05 PRODUCT DESIGN AT REGAL MARINE

VIDEO CASE STUDY
PRODUCT DESIGN AT REGAL MARINE

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The 7-minute video available from Pearson, filmed specifically for
this text, supplements the written case.
1. The concept of product life cycle applies to Regal Marine because
Regal is constantly under pressure to introduce new products—and
those products have life cycles of relatively few years. As the
video suggests, it is a matter of typically less than 5 years before a
boat is out of style and its life cycle terminated. This is a long life
cycle compared to that of a newspaper or magazine, but if you are
the production manager, it seems rather short.
LO 5.1: Define product life cycle
AACSB: Application of knowledge
2. Regal Marine uses a strategy of product differentiation, which
constantly introduces new products with new innovations and new
styling to stay competitive in the luxury performance boat market.
LO 5.1: Define product life cycle
AACSB: Analytical thinking
3. The cost and time saving at Regal Marine through use of
CAD is typical of the use of CAD everywhere. It allows a variety
of designs and styles to be tested very economically. The ratio of
savings of engineering talent is about four to one. Most important,
it allows them to be creative economically and rapidly.
LO 5.2: Describe a product development system
AACSB: Application of knowledge
4. The payoff from CAD is not only evident in efficiency, creative designs, and styling but in production of the code necessary
for the numerical machines, such as the machines used to make
the plugs (molds) in Washington State and for those applications
of the numerical control machines at Regal Marine. CAD also
provides, as a by-product, very effective and comprehensive documentation of design variables.
LO 5.2: Describe a product development system
AACSB: Application of knowledge

 

 

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Operations Management: Sustainability and Supply Chain Management, 12th Edition (Free Ebooks Download)
Jay Heizer, Texas Lutheran University
Barry Render, Graduate School of Business, Rollins College
Chuck Munson, Carson College of Business, Washington State University

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3. Slides - 12nd Edition - Free Downloads

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