Product Management and Value Analysis

Team work Project

Prepared by:
Ranim Hasni Dima Ballout
Majd Hussein Nicholas Otonoku

Academic year 2023

 Introduction
We assumed ourselves to be a diligent team of Engineers at the prestigious Rolls Royce company, aiming to
apply and put into practice the knowledge gained from our extensive product management and value analysis
course. Based on this exact belief, we began this thorough and detailed study.

Chosen product: Rolls Royce car

Basic Function:
Luxurious means of transportation

Objectives:
1-Push the boundaries of luxury to meet the expensive taste of the client.
2-creating new realities both within and beyond automotive design.
3-Winning the largest piece of the cake of the luxury car market.
4-Enhance the customers’ status in the society by adding more value and prestige to the product

How:
Creating the most special and luxury driving experience with consideration the strength and stability of the
vehicle design.

Target Market:
The richest people who are interested in craftmanship of luxury cars (Tier 1).

Price Range:
Starting from $350,000
Distribution Channel:
Straight from the manufacturer to the customer. Thanks to the exclusivity of the product, it can only be bought
through the manufacturing company, not allowing any car dealership to interfere in the process allowing each
costumer to design his own car.
MANUFACTURER → CUSTOMER
Panel dimensions of the Rolls-Royce Phantom model:
- Length = 5982mm
- Width = 2018mm
- Wheelbase = 3772
- Weight: Up to 2759 kg
-
Types of Materials:
- Chassis: Aluminum
- Interior: leather + glass + wood + fur

Manufacturing Process:

Design and Testing and

Prototyping Manufacturing
Development validation

Engine
Final Inception Finishing Quality control
production

Delivery

Overall, the Rolls-Royce car manufacturing process is a blend of advanced technology, modern manufacturing
techniques, and meticulous handcraftsmanship, which together create vehicles known for their unparalleled
luxury, quality, and attention to detail.
Rolls Royce Improvements:
Category Aspects Importance Level
As a first step we must do A, B, C analysis method to categorize items based on their importance and value to
the Rolls Royce carA business.
Analysis Brand Image 9

A Analysis Design and Craftsmanship 8

A Analysis Innovation and Technology 7

B Analysis Customer Experience 6

B Analysis Performance and Comfort 6

B Analysis Customization Options 5

C Analysis Cost Management 4

C Analysis Market Expansion 4

C Analysis Sustainability Practices 3

Ideas for enhancing Rolls Royce cars:

1. Autonomous Driving: Introduce advanced autonomous driving features, combining AI and sensor
technologies for enhanced safety and convenience.

2. Interior Innovation: Create customizable, tech-integrated, and sustainable interior designs.

3. Advanced Safety Features: Implement state-of-the-art safety features such as advanced driver
assistance systems.

4. Sustainable Manufacturing: Implement sustainable manufacturing processes and materials,

emphasizing the use of recycled and eco-friendly components.

5. Connectivity and Entertainment: Integrate seamless connectivity options and premium entertainment
systems, including high-end sound systems, interactive displays, and advanced connectivity for smart
devices.

6. Performance Enhancements: Develop high-performance hybrid powertrains or electric motors,

enhancing both power and efficiency

7. Personalization Options: Expand personalization options, allowing customers to tailor their Rolls Royce
cars to their unique preferences.

8. Enhanced Comfort Features: Introduce advanced climate control systems, massage seats, and noise-
canceling technologies to ensure a serene and comfortable cabin environment

9. Sustainable Luxury Accessories: Offer a line of sustainable luxury accessories, such as premium eco-
friendly leather upholstery, sustainable wood accents, and custom-designed luggage sets, to
complement the luxurious experience of owning a Rolls Royce while maintaining a commitment to
sustainability.
Demand Analysis:

Rank Demands

1 Luxurious exterior appearance

2 Comfort

3 Safety

4 Durability

5 Low vibration and noise

6 High quality materials

7 Customizable model
Determining Basic Functions:

Part Function

Car Engine Generates Power

Transmission Transmit Power

Steering and Suspension Controls Direction

Interior Provides Comfort

Wheels Enables Movement

Car shaft and Axle Transmit Torque

Chassis Provides Support

Battery Supplies energy

Air Conditioning Controls Temperature
Airbag Ensures safety
Headlights Illuminates Road
Indicator lights Signal turning
Windscreen Protects passengers
 Production process FAST Diagram:

HOW WHY

design and CAD

prototyping programs

Raw
production process
Material

CNC
manufacturing machines

Assembly
assembly
machines
 Production process FAST Diagram:

HOW WHY

Lower
Function
Order

Chassis Suspension Axle & Wheels Gearbox Engine Mechanical

Assembly Assembly Assembly Assembly System
Higher Assembly

Function
Order

Interior Info-tainment
Obtaining Complete Car Windshield
Assembly
Dashboard
Assembly
Seats & Floor
Assembly
Steering Wheel
Assembly
System
Assembly Assembly
Assembly

Car Body Lights and Safety

Car Body Car Chassis External Body
System Doors Assembly
Assembly Assembly Parts Assembly
Assembly Assembly
 Production process FAST Diagram:

HOW WHY

Scope line

Complete Produce Release exterior

Achieve purpose
car car appearance

customize
ship to car
customer

Increase Make your own

luxury interior

Increase
Choose bigger wheels
safety

Increase
customize your colour
attraction
Function-cost Table:

Function Cost

Engine Performance High

Interior Comfort High

Safety Features High

Innovative Technology High

Exterior Design High

Customization Options High

Brand Prestige High

Manufacturing Quality High

Research and Development High

Customer Support High

Marketing and Branding High

Environmental Impact Moderate

Resale Value Moderate

Warranty Coverage Moderate

Fuel Efficiency Moderate