Product life cycle: stages, processes, stages. Planning of product life cycle processes
This topic is especially relevant in modern times, since the life cycle of products is of great importance. Firstly, it directs managers to analyze the activities of the enterprise from the point of view of both present and future positions. Secondly, the product life cycle aims at carrying out systematic work on planning and developing new products. Thirdly, this topic helps to form a set of tasks and justify marketing strategies and activities at each stage of the life cycle.
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The product life cycle includes all the processes performed from the moment the needs of consumers for a particular product are identified to the moment those needs are met.
Product life cycle stages
Production stage. At the stage of setting, the development of the technological process is ensured in order to achieve the planned requirements for products. After that, serial production is possible.
Production stage. Production of products includes the manufacture of semi-finished products, product packaging and packaging. At the same time, compliance requirements must be met, which include identification, handling, storage and protection.
Quality control stage. Quality and quantity control is carried out at all stages of production. Both the parameters of technological processes and the parameters of quality and safety of products are controlled. The parameters of technological processes are indicated in the technological instructions, all the norms of quality and safety indicators are regulated in the Specifications for each item of finished products. As for the net weight of packaged products, here it is necessary to focus on the requirements of GOST 8.579-2002 “State system for ensuring the uniformity of measurements. Requirements for the quantity of packaged goods in packages of any kind during their production, packaging, sale and import. The consumer must receive the volume or quantity of the product declared on the packaging! And for dosage forms of biologically active food supplements, the weight parameter will be critical, since for each unit of the dosage form (capsule or tablet), the consumption rate of active substances is calculated based on the recommended ones. To justify the composition of specialized food products, MP 2.3.1.2432-08 “Norms of physiological needs for energy and nutrients for various groups of the population of the Russian Federation are used. Guidelines".
Shipment of finished products. At this stage, the Customer receives products for sale. Finished products are subject to shipment to the Customer only after receiving the test results confirming compliance with the established requirements.
Stage of product realization. In the conditions of contract manufacturing, the implementation stage is carried out by the Customer or with the help of dealer organizations on the basis of concluded contracts.
Stage of product use. Cosmetic products and food supplements are not subject to after-sales service processes. But in the process of use, if the consumer reveals any inconsistencies in relation to the quality and safety of the purchased product during the expiration date indicated on the package, the consumer has the right to file a claim with the manufacturer. In turn, the manufacturer is obliged to consider all claims and identify the causes of identified non-conformities, which may lead to the need to make changes to the product life cycle processes.
It should be noted that properly planned processes that make up the life cycle of products lead to the release of high-quality and safe products, which adds value to both the manufacturer and the distributor and increases consumer demand for manufactured products. And this, in turn, allows the manufacturer to take a strong position in the market.
Stages of the life cycle of products. Quality assurance at all stages of the product life cycle.
Product life cycle. The need to ensure quality at all stages of the product life cycle.
The life cycle of a product is a set of interrelated processes of changing the state of a product during its creation and use. There is a concept of the stage of the product life cycle - its conditionally allocated part, which is characterized by the specifics of the work performed at this stage and the final results.
The continuity of the stages of the LCP suggested to the researchers of the quality problem a model of quality assurance in the form of a continuous chain (circle), the components of which are the individual stages of the LCP. This model was previously called the quality loop (quality spiral), and in the latest version of ISO 9000 - product life cycle processes. The most important requirement for QC is that quality management should cover all stages of the life cycle.
A quality system generally applies to and interacts with all activities that affect product quality. Its impact extends to all stages of the life cycle of products and processes, from the initial definition of market requirements to the final satisfaction of requirements. These stages are graphically presented in Fig. 4.2 in the form of a so-called quality loop (spiral).
Rice. 4.2 Typical activities affecting quality
(main stages of the quality loop)
1. Marketing and market research involves identifying consumer requirements for products, including the crystallization of anticipated needs. The result of this stage is the issuance of a task to the design department in the form of the most accurate technical specifications for products that are proposed to be modernized or redesigned.
2. Design and development of products is the translation of the requirements of specifications into the language of drawings and instructions for the manufacture of products.
3. Planning and development of processes involves the development of technological processes for the production of products, all kinds of auxiliary processes, including measurement and control processes both at intermediate points and finished products.
4. The "purchase" stage assumes that, before starting the production of new products, it is necessary to purchase raw materials, materials, components, required measuring and control tools, consumables, etc.
5. Production and provision of services can be started after the technological processes have been developed and the necessary materials and components have been purchased. As a result of this stage, a serial product and / or service appears.
6. The “verification” phase requires that the organization must carry out inspections and quality control of the implementation of technological processes and products, both after the completion of production and at intermediate points.
7. Packaging and storage provides that the organization is obliged to manage the quality of products after the completion of production processes, including during the processes of conservation, packaging and storage.
8. The sale and distribution of products require the organization of appropriate product quality management during loading and unloading operations and during its transportation. If the product is picked up on a self-delivery basis, then the consumer should be provided with clear instructions on the conditions of transportation and on the requirements for loading and unloading operations.
9. Installation and commissioning provides that the organization, if necessary, should provide assistance to customers in the installation work and in the commissioning of complex products, or provide the customer with instructions for such work.
10. Technical assistance and service - the consumer should be able to obtain the necessary assistance from the manufacturer after the product is put into operation, for example, during the warranty period.
11. Stages after implementation - the consumer, if necessary, should be able to receive the necessary assistance from the manufacturer even after the end of the warranty period, for example, in the form of clear instructions on all types and frequency of preventive maintenance; if necessary, the organization can
call for help, for example, on the terms of a subscription service. One of the goals of this stage is to obtain information from the manufacturer about the behavior of the product during its use in order to make improvements to it.
12. End-of-life disposal or recovery is a very important step in the life cycle of a product. Let's remember the nuclear submarines that have been taken out of service today and are in the parking lots awaiting disposal. Disposal of their hulls does not cause much difficulty - they can be sold to India, where they will be cut and then melted down. However, no one buys these boats for scrap metal, since the processes for disposing of nuclear reactors were not developed during their design. This example convincingly proves that even at the stages of marketing and design, it is necessary to plan the processes of product disposal.
The considered loop (spiral) of quality is used to understand the tasks of quality management through the management of all stages of the product life cycle, including the understanding that each stage has a significant impact on the quality of products (services).
High product quality is not where there are high requirements for the control and testing of finished products, but where the same high requirements are imposed:
To determine the requirements and expectations of consumers;
To the quality of design of structures and technologies;
To the quality of raw materials, materials, components;
To the quality of the implementation of technological processes;
To the quality of work of each worker, foreman, engineer, shop manager, general director, etc.
When managing quality, it is necessary to exclude even the unintentional use of low-quality parts and assemblies. The applied quality control methods should be recorded and detailed in the work instructions.
Literature:
1. Ponomarev S.V. Quality management of processes and products. In 3 books. Book. 1: Introduction to quality management systems of processes in industrial, commercial and educational spheres: study guide / S.V. Ponomarev, S.V. Mishchenko, E.S. Mishchenko and others; ed. Dr. tech. sciences, prof. S.V. Ponomarev. - Tambov: Publishing House of FGBOU VPO "TSTU", 2012. - 240 p.
2. Ponomarev, S.V. History of Quality Management: Textbook. [Electronic resource] / Ponomarev S.V., Mishchenko E.S. - Tambov: TSTU Publishing House, 2009. - 84 p.
3. GOST R ISO 9004-2010. Management to achieve the sustainable success of the organization. Approach based on quality management - M.: FSUE "Standartinform", 2011. - 47 p.
4. Mishin, V.M. Quality management: Textbook for university students / V.M. Mishin - 2nd ed. revised and additional - M.: UNITI-DANA, 2005. - 463 p.
5. E.G. Nepomniachtchi Economics and Enterprise Management: Lecture Notes Taganrog: Publishing House of TRTU, 1997
Each product lives on the market for a certain time. Sooner or later it is superseded by another, more perfect one. In this regard, the concept of the product life cycle is introduced (Fig. 46).
Life cycle of a product (product) is a set of processes performed from the moment the needs of society for a certain product are identified to the moment these needs are met and the product is disposed of.
The product life cycle (LCP) includes the period from the emergence of a need to create products to its elimination due to the exhaustion of consumer properties.
Product life cycle- the time from the initial appearance of the product on the market to the termination of its sale in this market. (Not to be confused with the manufacturing lifecycle, which includes R&D, production, production itself, operation, and retirement.) The lifecycle is described by the change in sales and profit over time and consists of the following stages: start of sales (introduction to the market) , growth, maturity (saturation) and decline.
Rice. 46. Product life cycle
Stage of introduction to the market characterized by a slight increase in sales and may be unprofitable due to high initial marketing costs, small volumes of product output and the lack of development of its production.
§ Characterized by a very high degree of uncertainty of results, since it is difficult to determine in advance whether a new product will be successful.
§ Marketing efforts of the enterprise are aimed at informing consumers and intermediaries about the new product.
§ At this stage, the company has high marketing costs, production costs are also high due to the small volume of output.
§ There is no profit at this stage.
Sales growth stage characterized by rapid growth in sales volume driven by consumer acceptance of the product, profitability is rising, the relative share of marketing spend tends to fall, and prices remain constant or fall slightly.
§ Characterized by rapid development of sales.
§ If the product turned out to be successful and moved into the growth phase, the producer's production costs begin to decrease due to an increase in the volume of output and the sale price.
§ Prices may be reduced, which may allow the enterprise to gradually cover the entire potential market.
§ Marketing costs continue to be high.
§ At this stage, the enterprise, as a rule, has competitors.
On stages of maturity sales growth slows and even starts to fall as the product is already purchased by most potential customers, competition intensifies, marketing costs tend to rise, prices may drop, profits stabilize or decline. When upgrading the product and / or market segments, this stage may be extended.
§ The volume of demand reaches a maximum.
§ The market at this stage is highly segmented, enterprises are trying to satisfy all possible needs. It is at this stage that the likelihood of repeated technological improvement or modification of the product is most effective.
§ The main task of the enterprise at this stage is to maintain and, if possible, expand its market share and achieve a sustainable advantage over direct competitors.
recession manifested in a sharp decline in sales and profits. Product upgrades, price cuts, and increased marketing costs can only prolong this stage. It should be noted that the maximum profit, as a rule, in comparison with the maximum sales volume, shifts towards the initial stages of the life cycle. This is due to the increased cost of maintaining sales in the later stages of the product life cycle.
§ Manifested in a decrease in demand.
§ As sales volume and profit prospects decline, some firms reduce their investment and leave the market. Other firms, on the contrary, try to specialize in the residual market if it is of economic interest or if the decline occurs gradually. However, with the exception of the sometimes observed cases of market revival, the cessation of the production of technologically obsolete goods becomes inevitable.
The concept of the life cycle is applicable to the product class (telephone), product type (radio telephone), to a specific brand of product (radio telephone of a specific company). The greatest practical interest is the study of the life cycle of a particular brand of product. This concept is also applicable to such phenomena as style (clothing, furniture, art, etc.) and fashion. Different marketing strategies are used at different stages of the life cycle.
Shape of the life cycle curve, as a rule, remains more or less the same for most products. It means that the product once appears on the market, if it appealed to consumers, then its sales volume grows and then falls. However, the length of time and the intensity of the transition from one stage to another differ greatly depending on the specifics of the product and the market. The transition from stage to stage is quite smooth, so the marketing function must closely monitor changes in sales and profits in order to capture the boundaries of the stages and adjust the marketing program accordingly.
It is especially important to catch the stage of saturation, and even more so - the decline, since keeping a product that has exhausted itself on the market is unprofitable, and in terms of prestige it is simply harmful. Obviously, you also need to choose the right moment to enter the market with some new product.
If the demand for such a product is already falling, it is hardly worth starting a commercial activity in the market. Obviously, when it is determined that a product is at the stage of maturity or saturation, then efforts must be made to develop a new product to replace the product that has exhausted itself.
Other options for life cycle curves are also possible (Fig. 9.4).
Despite the popularity of product life cycle theory, there is no evidence to support that most products go through a typical 4-phase cycle and have standard life cycle curves. There is also no evidence that the turning points of the various phases of the life cycle are more or less predictable. In addition, depending on the level of aggregation at which the product is considered, different types of life cycle curves can be considered.
Rice. 47. Different options for life cycle curves
The first thing to remember is that market research does not start with the product, but with the needs of the consumer. For example, consumers feel the need for transport (Fig. 48). Such needs may remain constant, grow from century to century, and may never reach a declining phase.
Rice. 48. Life cycles of needs, technologies, products
The need for transport is specified in the demand for certain technological ways to meet it (from primitive vehicles, from a carriage with horses to a car and other modern vehicles).
The life cycle of technological methods, although shorter than requirements, can be extremely long.
Technological methods can be implemented using various specific technical and technological solutions. For example, cars can use steam, piston, turbine, electric engines, which also have their own life cycle. Radio transmitting devices successively used vacuum tubes, semiconductors, integrated circuits. Under each such curve is hidden a series of life cycle curves for individual technical and technological innovations. These life cycle curves can be very short and no doubt they tend to be shorter.
The nature of the life cycle curve is often the result of more management actions and is not driven by external causes. Many executives believe that every product inevitably follows its own life cycle curve. When the volume of sales stabilizes, instead of updating technology, looking for new market opportunities, executives classify the product as a "cash cow" and start looking for another business.
In addition, the main concept of marketing is to focus on consumer needs, rather than focusing on product sales. The concept of the life cycle has a product rather than a marketing orientation. The product of a particular organization will "die" when needs change, if a competitor makes a better offer, if new technologies allow you to offer something new to consumers. Therefore, it is better to focus your efforts on identifying the causes of change, rather than studying their consequences using a life cycle curve.
Identification of the causes of changes will make it possible to foresee future changes and develop a commodity policy that is maximally adapted to them.
When developing and implementing a product policy, it must be taken into account that the same product in different markets may be at different stages of the life cycle.
In practice, most companies trade several products in different markets. In this case, the concept is used product portfolio", which is understood as a set of products manufactured by the company. The product portfolio must be balanced and include products at different stages of the life cycle, which ensures the continuity of the organization's production and marketing activities, constant profit, reduces the risk of not receiving the expected amount of profit from the sale of products, in the early stages of the life cycle.
Automated control systems of the ZhCP.
Accounting for all stages of the life cycle program significantly complicates the task of designing and manufacturing products. However, the possibility of solving it is achieved by using automated control systems of the LCP.
Design automation is carried out by computer-aided design systems. In CAD engineering industries, it is customary to distinguish systems functional, design And technological design.
The first of these are called systems of calculations and engineering analysis or CAE systems (Computer Aided Engineering).
Engineering design systems are called CAD (Computer Aided Design) systems.
The design of technological processes is part of the technological preparation of production and is carried out in CAM (Computer Aided Manufacturing) systems.
To solve the problems of joint functioning of CAD components for various purposes, coordination of the work of CAE / CAD / CAM systems, design data management and design, systems are being developed that are called PDM (Product Data Management) design data management systems. PDM systems are either included in the modules of a specific CAD system, or have an independent value and can work in conjunction with different CAD systems.
At most stages of the life cycle, from the identification of enterprises supplying raw materials and components to the sale of products, the services of a supply chain management system - SCM are required. The supply chain is usually defined as a set of stages of increasing the value added of products as they move from supplier companies to consumer companies. Supply chain management involves the promotion of material flow at minimal cost.
The coordination of the work of many partner enterprises using Intrenet technologies is assigned to E-commerce systems, called data management systems in the integrated CPC (Collaborative Product Commerce) information space.
Information support of the production stage is carried out by automated enterprise management systems (APCS) and automated process control systems (APCS).
APCS includes ERP (Enterprise Resource Planning) planning and management systems, MRP-2 (Manufacturing Requirement Planning) production planning and material requirements, and the SCM systems mentioned above. The most advanced ERP systems perform various business functions related to production planning, procurement, product sales, marketing prospects analysis, financial management, personnel, warehousing, asset accounting, etc. MRP-2 systems are mainly focused on business functions directly related to production. In some cases, SCM and MRP-2 systems are included as subsystems in ERP; recently they are more often considered as independent systems.
An intermediate position between APCS and APCS is occupied by the MES (Manufacturing Execution Systems) production system, designed to solve operational tasks of design, production and marketing management.
The SCADA system includes the SCADA (Supervisory Control and Data Acquisition) system, which performs dispatching functions (collection and processing of data on the state of equipment and technological processes) and helps develop software for embedded equipment. For direct program control of technological equipment, CNC (Computer Numerical Control) systems are used based on controllers (specialized computers, called industrial ones), which are built into technological equipment with numerical control (CNC).
At the stage of product sales, the functions of managing relations with customers and buyers are performed, an analysis of the market situation is carried out, and prospects for demand for planned products are determined. These functions are assigned to the CRM system.
The functions of training service personnel are assigned to interactive electronic technical manuals IETM (Interactive Electronic Technical Manuals), with their help, diagnostic operations, search for failed components, ordering additional spare parts and some other operations at the stage of systems operation are performed.
Data management in the information space, common for various automated systems, is assigned to the product life cycle management system that implements PLM (Product Lifecycle Management) technologies. PLM technologies combine methods and tools for information support of products throughout all stages of the product life cycle. A characteristic feature of PLM is to ensure the interaction of both automation tools from different manufacturers and various automated systems of many enterprises, that is, PLM technologies (including CPC technologies) are the basis that integrates the information space in which CAD, ERP, PDM, SCM, CRM and others operate. automated systems of many enterprises.
Similar information.
The main components of the life cycle of any product are as follows:
1) marketing research of market needs;
2) idea generation and filtering;
3) technical and economic expertise of the project;
4) research work on the subject of the product;
5) development work;
6) trial marketing;
7) preparation of the production of the product at the factory-manufacturer of serial products);
8) actual production and marketing;
9) operation of products;
10) disposal of products.
Stages 4 - 7 are pre-production, and they can be considered as a complex of scientific and technical preparation of production.
The main parameters characterizing the boundaries of the product life cycle stages are given in Table. 6.1.
Table 6.1
Boundaries of product life cycle stages
|
Stage |
Stage start |
End stage |
| Market Research | Conclusion of a contract for research | Submission of a report on the results of research |
| Idea generation and filtering | Collecting and fixing project proposals | End of selection of competing projects |
| Technical and economic expertise of projects | Completion of project evaluation groups | Submission of the report on the examination of projects, selection of the winning project |
| research | Approval of TOR for R&D | Approval of the certificate of completion of research |
| OKR | Approval of TOR for R&D | Availability of a set of design documentation, corrected based on the results of testing a prototype |
| Trial Marketing | Start of preparation for the production of an experimental batch | Analysis of the trial marketing results report |
| Preparation of production at the manufacturing plant | Deciding on serial production and commercial sales of products | Beginning of steady series production |
| Own production and sales | Sale of the first serial sample of the product | Delivery to the consumer of the last copy of the product |
| Exploitation | Receipt by the consumer of the first copy of the product | Decommissioning of the last product |
| Disposal | The moment of writing off the first copy of the product from operation | Completion of the disposal of the last product removed from service |
The main content of targeted research in the process of managing the life cycle of a product is: analysis of the predicted state of objects, determination of expected and actual results, assessment of priority in solving local problems, identification of preferred directions for using resources. As mentioned above, this analysis raises the following questions:
- what factors, conditions and at what stages should be assessed?
- what should be the system of evaluation criteria?
- what methodological approaches and techniques should be used during the assessment?
It is advisable in the course of product life cycle management to rely on a system of cycle control points. At all control points, deviations of the qualitative and quantitative parameters of the product from the design values are analyzed according to technical and economic criteria and appropriate solutions are developed according to the "effect-costs" criterion. The number of control points (CT) depends on the nature of the product. We can recommend the following CTs in the product life cycle:
KT-1 - decision to start the project;
KT-2 - completion of the technical project (decision on the development of working documentation and the manufacture of a prototype);
CT-3 - the end of the R&D (decision on the production of a prototype);
CT-4 - end of trial marketing (decision to start mass production and commercial sale of the product);
KT-5 - assessment of the quality of mass-produced products (decision to improve quality and reliability);
CT-6 - assessment of the need to update or modernize products;
KT-7 - assessment of the optimality of methods for marketing products;
KT-8 - assessment of the feasibility and methods of overhaul of products during operation;
KT-9 - assessment of the feasibility of removing the product from production;
KT-10 - decommissioning of the product and its transfer for disposal.
The role of scientific and technical preparation of production
As already mentioned, R&D can be considered as scientific preparation of production (SPE), R & D - as the main part of design preparation of production (KPP) and partially technological (TPP), and the actual preparation of production at a serial plant as the end of KPP, carrying out mainly TPP, and organizational pre-production (OPP). The influence of the production preparation system on the formation of the final effect of the development, production and operation of a new product is shown in fig. 18.
Rice. 18. Influence of the production preparation system on the formation of the final effect of the development and use of a new product
The duration of all stages of the life cycle of a product fundamentally affects its economic efficiency. Of particular importance is the reduction of the terms of scientific and technical preparation of production, including the provision of a certain parallelism in the execution of individual stages. For this you need:
- to minimize all changes made to the product after the transfer of results from one stage to another;
- determine and implement the rational parallelism of works, phases, stages of the cycle;
- to reduce the time spent on the implementation of individual stages.
The solution of the first task is provided by engineering and technical methods (standardization, unification, quality assurance and reliability, the use of CAD, etc.).
The solution of the second task is carried out by using planning and coordination methods.
The solution of the third task is related to the first and consists in the use of organizational methods (development of technical support, automation, planning tools, functional cost analysis, pilot production, etc.).
Comprehensive Product Quality Assurance System
Almost at most control points of the life cycle, ensuring and assessing the quality of the product is one of the priorities. Since quality determines the effectiveness of the product and the level of the market price for it, an integrated approach to quality assurance is of great importance.
Product quality, according to the definition of the international standard ISO 8402, is a set of properties and characteristics of a product that give it the ability to satisfy stipulated or implied needs. In product quality management, the main thing is its comparison with the nature of the distribution of needs in space and time, which determines the effectiveness of the product (Fig. 19). Product quality indicators are grouped by types and groups (Fig. 20).
Functional indicators express certain consumer properties of the product. Design manufacturability indicators characterize those design features, the change of which affects the level of resource costs for development and manufacturing and allows optimizing these costs. The composition of the main types of product quality assurance contains the following groups of factors:
- technical (metrological, technological, design factors);
- economic (financial, regulatory, material factors);
- social (organizational, legal, personnel factors).
Fig.19. The set of product properties that affect its effectiveness
Fig.20. Grouping of quality indicators of products according to the homogeneity of the characterized properties
The integrated use of all these factors and their components is the main condition for the successful functioning of the product quality management system. This experience is summarized in a series of international standards ISO 9000, on the basis of which a series of domestic standards GOST 40.9000 was published. According to these standards, there is a close relationship between life cycle stages and quality. This is reflected in the so-called quality loop (Fig. 21).
The quality level of a product is understood as the relative characteristics of quality (or its generalized characteristic) in comparison with a set of basic indicators, which are used as indicators of promising samples, analogues and standards. An analogue is a sample of serial production of a device, the principle of operation, functional purpose, scale of production and conditions of use of which are the same as those of the designed product.
" title="ISO product-quality-life-cycle" border="0" src="pic/m-eco-d17-1158.png" width="637" height="393">!}
Fig.21. Life cycle ("quality loop") of products according to ISO 9004
A typical scheme for assessing the quality level of a product is shown in fig. 22.
Fig.22. Scheme for assessing the quality level of products
