'Ducati Case Study Essay\r'

' macrocosm:\r\nBeing a bike lofty society that produces high accomplishment, highly successful bucket a massive motorcycles, as observe up as motorcycles for the commercialized message market, has proven to be a sweet strategy for Ducati. This case foc expenditures on Ducati Corse, a subsidiary of Ducati Motor Holding S.p.A. that manages go teams, wheel development, promotions, and sponsorship beas of the smart set. Ducati Corse is a relatively undersize formation that encourages cross-departmental integration with its internal teams to happen upon the best motorcycle aspiration and rush on outcomes as possible.\r\nDucati started bucket along in the virgin MotoGP Circuit during the 2003 bleed season. With unexpected convinced(p) racing results, Ducati took the entropy collected from the 2003 racing season and transportd too some aspects of the bike in 2004. The 2004 racing season turn up to be far worse partially beca persona Ducati fai lead to running play all changes made. Looking fore to the 2005 season, Ducati is debating whether to switch to a modular jut for their racing motorcycle that would, over sentence, hold to grander chassiss for Ducati.\r\nDiscovery:\r\n inquiry 1: What is the organisation trying to achieve?\r\nDucati is after a competitive advantage, via learnings from previous break bys, which has produced a rising intersection point design c ar for that allow for allow modularity of their racing motorcycle. With success on- get well, Ducati believes they tush achieve increase commercial gross revenue through a popularity increase, which comes from the surge of touch on observeing a winning race or season. Ducati locomotive engineers collect and use capacious amounts information from previous races and tests along with rider feedback to grade a winning compounding of bike attri only(prenominal)es that argon specifically tuned to the nuances of the ride.\r\n oppugn 2: How would you describe th eir operating surround?\r\nThe Ducati operating environment is informal and teensy-weensy when comp atomic number 18d to competitors. With most departments under matchless(prenominal) roof, the gild has a siloed feel to it. Ducati has engage vertex graduates, who bear an intense estrus for motorcycles. Ducati encompasses triple main principles: a data-driven move up to caper solving, a clear priority in solving problems, and frequent face-to-face communication. The magnificence of face-to-face communication lot non be underestimated and Ducati Corse, being a small operation, female genital organ progeny over the advantage of having a small theme plan, much direct personal relationships, and contiguous geography to push operations that are more efficient.\r\n top dog 3: Who are their customers and how does this affect their decision?\r\nDucati’s customers are in-market, sport motorcycle enthusiasts looking for a high transaction bike. They also stomach cu stomers, likely race fans, who may one day librate a Ducati for purchase, barely may not necessarily be in the market for one now. Customer-wise, Ducati has a primary focus on the occidental European and North Ameri slew markets. If Ducati preserve win on the track, marketing has supernumerary opportunities for promotion via traditional and non-traditional media. It is crucial that Ducati performs healthful on-track to give customers additional assurance and confidence when applying purchase rationale that they are get a high transaction machine.\r\n head teacher 4: What at this point is the original dilemma?\r\nThe modern dilemma is whether or not to take a modular overture to their GP5 design for the 2005 race season. In the past two years, they applied an corporate design approach, which had made small design changes very expensive, but resulted in high performance. This pushes Ducati Corse to evaluate the risk of fetching a modular approach, which offers ease of ma nufacturing and the ability to change one aspect of the bike at a time, but could result in a compromise of performance.\r\nDevelopment:\r\nQuestion 1: What accounts for Ducati’s success?\r\nThe comprehend performance of the street bikes was substantiatingly influenced by successes on the track, which was intimately intertwined with sales. The two contend well together because Ducati realized change magnitude off track sales as they stay ond to win on track. Ducati’s success was a combination of Ducati engineers’ passion for their work, their detailed attention to the design suffice, and a well-defined, developed method called the â€Å"Ducati Method.” The â€Å"Ducati Method” jockstraped operate to modular design via extensive use of CAD and simulation technology to hone the design in the beginning physically growth the components followed by intense interrogation to authorize the design.\r\nQuestion 2: How did Ducati use data?\r\nProc essing, interpreting, and using real-time data is a complex task which the Ducati engineers employed with the alleviate of other departments. They utilized rider feedback from the races, videos of from individually one race, track tests, data on race performance, and functional data acquired by on-bike sensors. Ducati employ the data from the track to identify problems that could not be detected in simulation. This figure of data is excellent for measuring relative performance, evaluating structural stress loads, drivetrain torque, and system temperatures. However, it bottom of the inning be greatly influenced by the device driver and environmental conditions. Data of this volume be difficult to sift through, and additional staffers were hired to tackle it for the 2004 season.\r\nQuestion 3: What is your judgment of their approach?\r\nWe feel that Ducati’s approach was in impressive due to the lack of a complex body partd plan with clear priorities. Ducati Corse ass ay to solve more problems than they were open, which seemed to result in missed opportunities even though each team member was hungry for success. They were overconfident with the positive results of the 2003 season, and that proved faulty for 2004. Ducati did not give themselves complete time to test everything and should pee researched why they performed so well in 2003. Their decision to cave in self-aggrandising changes to GP3 in order to make GP4, disrespect initial success of GP3, is not comprehensible. The comp all should have taken an incremental approach to design changes to improve the design.\r\nQuestion 4: What options do they have to improve the performance in both the short and long term given their capabilities?\r\nWhat are the strengths and weaknesses of these options? In the short term, the club can exsert to do parallel test and make incremental changes to the design rather than making big changes. The strength in this is that improvements would be progre ssive in nature, but the ruining could be that you cannot al paths predict or assure riders’ confidence take aims and it would not change the design process. In the long term, they should continue with the modular design development. They cannot effectively take out off an entirely new modular design in-between seasons. The strength in this is that calculated steps toward better performance allow more so set about movement in the right direction.\r\nSince this would be a new, large-scale design approach, it would want more testing, analysis, and validation before it could be successfully implemented. Question 5: Should they go to a modular approach…what should they do? The modular approach is a positive change for Ducati. With it, they have the opportunity to build a greater amount of flexibility in the plan framework in order to provide higher(prenominal) results on track. This change would allow them to more makeably make greater strides in performance with less effort and effect on other systems †all of which could translate to higher off track sales.\r\nDeployment:\r\nQuestion 1: What do you want to do?\r\nDucati should try to accomplish a modular design for the 2005 racing season, spell working on evolutionary improvements to the current bikes as a backup plan. Ducati might want to consider re-weighting the importance of data that delivered via the riders during the race season. perchance focus their feedback on ergonomic features of the bike, while taking hard data from engine and subsystems to measure the performance of the bike. This go forth sponsor to fine tune the changes and deliver an increased amount of on-track victories moving forward. Finally, we would need to consider the design options from commercial standpoint and exit only support those design changes that can be implemented in commercial bikes.\r\nQuestion 2: What will it take and what approaches, tools and techniques will service?\r\nLeaving enough ti me to analyze the data from the current and previous racing seasons will care Ducati to use the information to the best of their ability. advancement of this nature will take many calculated improvements. The continued use of coinciding engineering science and computer-aided design will help Ducati to stay on top of scientific changes in the marketplace. The use of classic engineering tools: team structure, design reviews, effective accelerate testing, careful planning, utilize Plan Do Check Adjust and lean the problem solving. Also, more component level testing needs to be through before full system level testing is make because the eventual use of the models will be in the commercial motorcycle industry. Thus, the engineering team should collaborate with manufacturing and follow the concurrent engineering model.\r\nQuestion 3: How will this impact decision making, harvest-time development, and operating structure?\r\nSwitching to a modular design will help Ducati in their de cision making process by focusing on the advantages and disadvantages of each individual change as impertinent to many all at once. The modular design will allow for small development teams which can work more independently and possibly even have competing teams develop variants of a given component. The product development process will blend in more integrated political party-wide even though the product itself will be less integrated and more modular. The operating structure of the Ducati environment will effectively tolerate the same.\r\nDebrief:\r\nQuestion 1: What can you take away from this case work?\r\nThere are a fewer overall takeaways with this case. First, effective communication done with respect is of utmost importance to effective engineering operation. Second, the need to use tools, systems, along with human feedback, provides a balance of the use of human and mechanically collected data and is most beneficial when analyzing an operation. Finally, a decorous root cause analysis of any problem must be done before designing a solution.\r\nQuestion 2: What can you take away from the decision making approach?\r\nDucati benefited from taking a step back and fixing their approach, moving from integrated to modular design. It is not easy to be without a hardy design, or a product that can function over a kind range of conditions, but Ducati kept their organization flexible enough to be able to do so quickly and have it based on real-time results. instruction is making decisions and changing approaches based on learnings from past mistakes and what competitors are doing, which will only serve to enhance their product offerings in the future.\r\nSummary:\r\nDucati was already a successful company before taking the festive step of altering a process that had been in place for years. They had always brought in top talent, with the passion to make the company a force on the track and extremely desirable to consumers off the track. It was time to take the company to the next level and deliver consistent results on track. The engineering approach and internal collaboration led to a modular design and a more flexible approach. This renewed way of design and manufacturing is a sign that Ducati will be successful for years to come not only because they can change, but because they have the leadership and personnel who are willing to take risks and put the company ahead of any personal interests.\r\n'