Product Design at Regal Marine Video Case With hundreds of competitors in the bo

Question

Product Design at Regal Marine Video Case With hundreds of competitors in the boat business, Regal Marine the sooner it brings suppliers on board, the faster it can bring new ust work to differentiate itself from the flock. As we saw in the boats to the market. After a development stage that constitutes Global Company Profile that opened this chapter, Regal con- concept and styling, CAD designs yield product specifications usly introduces innovative, high-quality new boats. Its dif. The first stage in actual production is the creation of the tiation strategy is reflected in a product line consisting of a foam-based carving used to make the molds for fiberglass hulls and decks. Specifications from the CAD system drive the carv- "plug To maintain this stream of innovation, and with so many ing boats at varying stages of their life cycles, Regal constantly secks each new hull and deck design are formed. Molds take about 4 to design input from customers, dealers, and consultants. Design 8 weeks to make and are all handmade. Similar molds are made ideas rapidly find themselves in the styling studio, where they are for many of the other features in Regal boats-from galley and placed onto CAD machines in order to speed the development process. Existing boat designs are always evolving as the company tries to stay stylish and competitive. Moreover, with life cycles as short as 3 years, a steady stream of new products is required. A few years ago, the new product was the three-passenger $11,000 Rush, a small but powerful boat capable of pulling a water-skier This was followed with a 20-foot inboard-outboard performance boat with so many innovations that it won prize after prize in the process. Once the plug is carved, the permanent molds for ustry. Another new boat is a redesigned 52-foot sports yacht that sleeps six in luxury staterooms. With all these models and ovations, Regal designers and production pressure to respond quickly. By getting key suppliers on board early and urging them to participate at the design stage, Regal improves both innovations quality while speeding product development. Regal finds that

Explanation / Answer

1. Product Life Cycle(PLC) concept involves four phases of a product.

Here, Regal Marine believes in innovation. The life cycles of their products in general are 3 years which is short. Therefore, they continuously introduce new products i.e. new boats. Their product line has 22 different models.

To supplement the innovativeness of their products, they also try to impart high quality to their product. For that they take feedbacks from their stakeholders and try to implement the feedbacks/ideas received in the form of new products and launch new product continuously.

2. Regal Marine has adopted the differentiation strategy for their products in order to stay competitive. For that they are continuously striving for innovative products combined with high quality.

For maintaining innovativeness, they take inputs and feedbacks from different stakeholders such as customers, consultants, etc. They try to implement the inputs and ideas fetched from them in the form of new products. For quicker development process, they use CAD systems. They also differentiate themselves in terms of stylishness in designs.

3. The major problem with traditional drafting techniques are that they are very time consuming and have difficulty to work on intricate designs.Regal Marine has keenly understood this fact and in order to make the development process faster they use CAD systems. It also helps them to build stylish products while staying innovative.

Thus CAD technology has benefitted Regal Marine in saving time as well as reduction in many problems associated with intricate product designs.

4. There are various benefits of using CAD technology. Foremost is that it is time saving compared to traditional techniques. It also helps in designing intricate shapes.

It has improved control over the process. It helps maintain innovativeness coupled with stylishness in design. It also relieves burden on designers to consider the viability while designing.

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