The role of the supply chain manager in the development and launch of a global product.

Bachelor in Business (Honours)Supply Chain Management
Year 4


Subject: Global Supply Chain Management

Assessment 1 of 2————————————————-
to be submitted by October 22nd 2009
Essay entitled:

The role of the supply chain manager in the development and launch of a global product.
The student must address the title and the essay must specifically deal with ; the needs of the global market, global product development teams, features of a global product, the global product development process, global new product introduction and launch, The points made and discussion must be supported by reference tothe literature and at least one appropriate case history, which should be appended. It is expected that each student will adopt a different case for analysis.


Introduction p.2

I. The needs of the global market p.3

II. Features of a global product p.3

III. Theglobal product development process p.4

1. Investigation phase p.5
2. Development phase p.5
3. Production phase p.6

IV. Global product development teams p.7

V. Global new product introduction and launch p.8

Bibliography p.9
Appendix p.10

Introduction :

The current globalisation context exposes firms to sudden changes of technology or organisation, thecompanies also have to increase competitivity regarding to a more complicated global demand. All theses facts require the firms to design and provide localised solutions or products for the customers on a global basis.
Ulrich and Eppinger (2003, p.2) consider that the economic success of manufacturing firms depends on their ability to identify the needs of customers and to quickly create productsthat meet these needs and can be produced at low cost.

Before starting, it’s important to define several words, like the word product according to Keegan and Green (2005, p.599) a product is a good, service, or idea with tangible and/or intangible attributes that collectively create value for a buyer or user. A product’s tangible attributes can be assessed in physical terms such as weight,dimensions, or materials used.

It’s also important to define a global product according to Keegan and Green (2005, p.595) a global product is a product that satisfies the wants and needs of buyers in all parts of the world. Keegan and Green (2005, p.333) consider that a true global product is offered in all world regions, including the Triad and in countries at every stage of the development.

Wealso have to define the supply chain; according to Mangan, Lalwani and Butcher (2008, p.10) the supply chain is the network of organisations that are involved, through upstream and downstream linkages, in the different processes and activities that produce value in the form of products and services in the hands of the ultimate consumer.
Finally we have to define the supply chain management;according to Mangan et al (2008, p11) the Supply chain management (SCM) is the management across a network of upstream and downstream organisations of material, information and resource flows that lead to the creation of value in the form of products and/or services.

In a first part we will study the needs of the global market, then we will see its features . In another part we will look at the…