文档介绍：UlrichNäher,WolfgangNeubert,ArnoAntlitzProductProductDevelopmentDevelopmentininthetheAutomotiveAutomotiveIndustry:Industry:plexityChallengeChallengeJanuary31,20020Numberofmodelsisincreasingandproductlifecyclesaredecreasing1987Modelsperbrand2000Number121110+25+25%%-30-30%%Source:Pressclippings1OUTSIDE-INANALYSISTime-to-marketisreduceddramaticallyMONTHFROMDESIGNFREEZETOSOP*GolfIII/IVC-classMondeo1991/961995/20001993/2000Reductiondrivenbyimplemen-Reductiontationofsimulationdrivenbyimplementa-60technologiestionofstringentqualitygates403816%28%60%322924*StartofproductionSource:Automobileproduction,AN,MID2Inaddition,plexity–examplePercentBMWZ22100%Radicalinnovation3043•BMWZ22carries70majorinnovationsIndividual20and61patentsinnovation•Objectiveistoensurenewtechnologyconceptsfor2005andbeyond27•-80%ofinnovationsareinthefieldofelectronics:Incremental–X-by-wire–Integratedstarter/50modification–CarPCalternator30–Centermonitor–Curvelight–Fingerprint–Speechcontrolrecognition–Camerasforrear–Head-updisplayview2010Today–TelematicsIntegrationSource:AutomobilEntwicklung,surveyresults,McKinsey/plexitychallengeClearandprecisecustomerknowledge1andorientationEfficientproductarchitecture–bininghigh6functionalandintegrationcapabilitiesSource:McKinsey4IncreaseinproductvarietyandmodelchangerateisdrivingpassengercarmarketfragmentationSHAREOFTOP-10SELLINGMODELSWESTERNEUROPE,1980-:Schwacke1998,MarketingSystems,EIU,Automobilrevue,pressclippings,McKinsey5CONCEPTUALInmatureandhighlyfragmentedmarketstwostrategiesarepossible:-MarketsizeACoverageofsion1manypromi-petingvehiclesOEM'ssion2A,B,C,DmodelDC34Dimen-Dimen-BTailoringofsion1sion1modelstospe-ustomerAAsegments2BDimen-BDsion2CDimen-Csion234OEM'smodelMarketcreationMarketmaturationTimeSource:McKinsey6TounderstandwhatcustomersreallywantiskeyCustomerwantandstateitCustomerwantbutdon'tstateitCusto