Singulus Tecnologies Skyline II Cd

Executive summary

In accordance with our course work we are submitting our analysis of present situation of product and n product innovation. The product used in our study is SPACELINE II HD provided by SINGULUS TECHNOLOGIES. We have divided our project in three phases namely

* Introduction of product and organization

* Analysis of existing product for improvement

* Recommendation and steps to effect change.

In the introduction stage we familiarized with product and its industry. We have discussed the market where product can be sold and profile of various users.

In the analysis stage we have applied the VIPI model and check the present position of the product. We have collectively find out various features of existing product and various customers' surveys, which shows what exactly the customers want

In the recommendation phase we have used QFA model to effect changes. As per our detailed report we have followed a step by step procedure to rank the requirements of customers and method of effecting such change. The change suggested by us is as per potential strength of the company and environmental analysis

During our study we have opted for secondary source of data from various magazines and website. In our analysis we have covered the value analysis of the existing product along with image analysis, process analysis and suggested changes, which should be, require in present scenario. We have also devised a plan of implementing the innovation on the basis of pest analysis and SWOT analysis of the product.

Various suggestions on the basis of analysis are summed up as follows.

1.Inreasing processing power of dvd duplication machine

2. Increasing application with regard to recent requirements

3. Fast cycle time of well below 2.3 seconds for guaranteed higher DVD output and less than 3.5 second cycle time for HD DVD

4. Improving the design

5. Improve safety of equipment against breakage, or mishandling

For suggestion and methods to adopt innovation entails are in main report.

Introduction

SINGULUS TECHNOLOGIES AG is a German company engaged in the optical data storage sector. The Company manufactures CD and DVD replication systems and offers systems for a complete line of optical disc manufacturing processes. SINGULUS's core competence is vacuum thin film technology, whereby thin layers of material are applied in a vacuum, via cathode deposition. The Company's product lines include mastering and injection molding systems for all applications; metallizers and targets for all optical disc formats; SKYLINE II, a replication line for CD and DVD 5 formats; SPACELINE II, a replication line for DVD 5, 9 and 10; STREAMLINE II, a replication line for all recordable formats, such as CD-R, DVD-R and DVD+R Dual Layer, and MODULUS and SUNLINE for all rewritable formats. During 2004, the Company placed significant emphasis on the development of replication systems for third generation optical storage media, including Sony Corporation's Blu-ray and Toshiba Corporation's HD DVD.

Objectives of study

The objective of study of our work is to analyze the product as per VIPI model and suggest change if any in the present product. The relative strength and weakness of the product in question are analyzed and the implementation is as per usefulness of management.

Methodology

We have based our study on VIPI model and analyzed the present product structure and its competitive strength. During our study we have opted for secondary source of data from various magazines and website. For conceptual framework we have refereed the class notes and hand out provided by our teacher and books in our library.

We have included the SWOT analysis and pest analysis of the company as a tool to check the potential of new project. Our study is aim around how to generating high value and better consumer surplus.

Limitations

Our analysis is based on the information collected by us from secondary sources any biased data available in magazines will reflect in our findings.

As the ample number of books not available in our library hence our research delayed for a week due to this reason.

ANALYSIS

Value analysis

For analyzing the various aspects of an innovated product we will break the analysis into components.

(source www.brad.ac.uk/acad/management/external/pdf/workingpapers/2003/Booklet_03=14.pdf)

These are as follows:

* Value

* Image

* Process

* Production / implementation

Value is the difference between the potential benefits received by customer and cost of production. if cost of production is C, sale price is P and potential benefit to customer is B then difference between potential benefits and cost of production.(B-P) It is the guiding force for producers to produce goods and consumers to buy goods. In modern days every producer has to increase the value of product in order to capture major market share and position of its product. Value is measured in terms of quality of product, reliability of its use and standard of production against value for money

For arriving at high quality product, five product levels were reviewed by us

* Core benefit

* Basic product

* Expected product

* Augmented product

* Potential product

Core benefit: it means the fundamental benefit of the product for which the customer is purchasing the product. It has following features:

* quality product with better customers support

* Highest