Welcome To Our

Presentation

Course Title : Organization and Management

Course Code : BUS 511
 No. Name ID No.

1. Md. Shafiq Uddin 201703047

2. Shahed Hasan Sarwar 201703040

Group Members
Who are going to present
3. Jubayer AL Mahmud 201702092

4 Mahabub Haque 201703039

5. Abdullah Al Mahmud 201703046

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MANAGEMENT INFORMATION SYSTEM

Our topic is
Case Study :
Designing for dollars?

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Product of Whirlpool
 Managing Design At Whirlpool
A recognized innovation with extensive employee
participation
 Cost effective brand differentiation
 Controlling costs and making use of emerging trends
 Use of consumer and ethnographic research
Research done by Whirlpool

 Focus on customer preferences worked much better

than the focus on bottom line products
 Making prototypes and putting them in from of a
specific customer group and realizing customers
needs and thus realizing the financial returns
 Prototypes giving a baseline objectives for the
decision making process which will make sure for
better investment decisions
 New decision making approach had also transformed
company’s culture and led to the bolder designs.
Design decision process

Customer
preferences
 Product design decisions
 Product design is a balance of art and science.
 The structured problems are those defined as
recognizable and recurring the ones .
 Unstructured problems are new problems , have not
occurred before. There is no decisions process. Handled
by top managers.
 Whirlpool had no prior knowledge or procedure in place
for the consideration of the amount (dollars) for design
changes. As Chuck went ahead and created this process by
starting groups to focus on changes as well as marketing
this would be measured as an unstructured problem that
Chuck made into the industry norm for Whirlpool.
Ways design affect Whirlpool

Office space functionality

Enhancing packaging

Enhancing profit

Efficiency

Branding and marketing

 Question :1
Would you characterize product design decisions as
structured or unstructured problems?

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Answer 1:Would you characterize product design
decisions as structured or unstructured problems?

 It can be both.
 Product design is a balance of art and science.
 The structured decisions are those defined as
recognizable and defined.
 Unstructured decisions are described as problems that
are new or different. For this, Whirlpool had no prior
knowledge or procedure in place for the consideration
of the amount (dollars) for design changes.
 As Chuck went ahead and created this process by starting
groups to focus on changes as well as marketing, this
would be measured as an unstructured problem that Chuck
made for Whirlpool.
 Question :2
Describe and evaluate the process Chuck went
through to change the way design decisions were
made. Describe and evaluate the company's new
design decision process.

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Answer:2.Describe and evaluate the process Chuck
went through to change the way design decisions were
made. Describe and evaluate the company's new
design decision process.

 Chuck Jones wanted to change the design process to

an approach backed by data instead of a return on the
investment approach.
 When the resource team requested that Mr. Jones
provide proof that his new design ideas would make
profits, he was unable at the time to give hard
financial data to prove the design would pay off.
 Chuck Jones first step was to outsource and survey
other companies that were similar in production and
making of the product.
 Contiue…..
 He found out other companies which were only a few had
a process for figuring out results for the future with
previous performance.
 Mr. Jones needed to provide a new plan for measuring
how customers would react to new changes.
 Good feedback from the public would equal possible
future return on the investment that was requested by
research team.
 Therefore Whirlpool could & would focus on the needs
of the customer. The company was now putting the
customer first.
 Question :3
What criteria does Whirlpool’s design team use in design
decision?What do you think each of these criteria
involves?

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What criteria does Whirlpool’s design team use in
design decision?

Chuck Jones realize that the whole process of making decision needed to be improved came
after a meeting with Whirlpool’s resource allocation team.Chuck want to add some
ormentation to use design decision that’s why chuck rely some criteria. These are
 Bottom – line

 Design centric

 Metric-based appraoch

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ORGANIZAITION AND 17
MANAGEMENT
Bottom – line
 Whirlpool design team used their customer preference as the
basis of the company criteria.
 Whirlpool premised that to discover the preferences of their
customers would make for a much more effective idea over the
traditional area focus which would be the “bottom – line”
 The observance of bottom-line is an instrince portion of
measring the stability and health of company core structure.
 Design centric

 After significant considerable investigation of the industry tries leading

competitors prospect
 Chuck needed was a system that could forcast retun on investment .
 Chuck discover that many of the organization , including those ones
operate on a global scale , many faced the same or similar situation as he
did.
 They were all inneed of a system that cold forecast profitability based on
design
Metric-based appraoch
 A “metric-based appraoch” design help to capture “objective evidence”
that would support and provide insight into future investment decisions
for the company.
 Chuck and his design team “created a standardized company-wide
process that puts design prototypes in front of customer focus groups and
obtains then gets detailed measurements of their preferences about
aesthetics, craftsmanship, technical performance, ergonomics, and
usability.
 They chart the results against competing product products and company
own product.
Question:What do you think each of these
criteria involves?
 This approach would provide Whrilpool’s executives with a “baseline of
objective evidence from which to make investment decision” because
with this innovation approach , the company could now make “ design
investment decision “ that are based on fact and not opinion.
Any Question?

Thank You All