Product Platform Planning is an emerging philosophy that calls for the planned development of families of related products. It is markedly different from the traditional product development process and relatively new in engineering design. Product families and platforms can offer a multitude of benefits when applied successfully such as economies of scale from producing larger volumes of the same modules, lower design costs from not having to redesign similar subsystems, and many other advantages arising from the sharing of modules. While advances in this are promising, there still remain significant challenges in designing product families and platforms. This is particularly true for defining the platform components, platform architecture, and significantly different platform and product variants in a systematic manner. Lack of precise definition for platform design assets in terms of relevant customer requirements, distinct differentiations, engineering functions, components, component interfaces, and relations among all, causes a major obstacle for companies to take full advantage of the potential benefits of product platform strategy. The main purpose of this research is to address the above mentioned challenges during the design and development of modular platform-based product families. It focuses on providing answers to a fundamental question, namely, how can a decision support approach from product module definition to the determination of platform alternatives and product variants be integrated into product family design? The method presented in this work emphasizes the incorporation of critical design requirements and specifications for the design of distinctive product modules to create platform concepts and product variants using a data clustering approach. A case application developed in collaboration with a tire manufacturer is used to verify that this research approach is suitable for reducing the complexity of design results by determining design commonalities across multiple design characteristics. The method was found helpful for determining and integrating critical design information (i.e., component dimensions, material properties, modularization driving factors, and functional relations) systematically into the design of product families and platforms. It supported decision-makers in defining distinctive product modules within the families and in determining multiple platform concepts and derivative product variants. / Ph. D.

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<p><strong>Bakgrund:</strong> För att vara kostnadseffektiv och utveckla nya bilmodeller i snabb takt använder sig bilföretag av produktplattformar. En produktplattform är ingen fysisk produkt utan varieras med olika komponenter beroende på vilka delar på bilmodellerna som skall vara unika respektive vilka delar som skall vara gemensamma. Nackdelar med flera gemensamma komponenter är att slutprodukterna blir identiska i flera avseenden, vilket försvårar varumärkets arbete med att göra produkterna unika och skilja de från konkurrenternas. En konflikt uppstår således mellan produktplattformens strävan efter gemensamma komponenter och varumärkets arbete med att göra produkten unik.</p><p><strong>Syfte:</strong> Syftet med uppsatsen är att utifrån de gjorda fallstudierna på bilmodellerna Volvo XC60 respektive Land Rover Freelander 2 som producerats på en gemensam produktplattform analysera och jämföra varumärkenas och bilmodellernas benägenhet att förmedla vad som är unikt i samband med en reklamkampanj.</p><p><strong>Genomförande:</strong> Uppsatsen är genomförd med en kvalitativ ansats, där intervjuer har genomförts. Den empiriska studien är uppbyggd av två deskriptiva fallstudier och jämförelser har gjorts mellan fallen för att se skillnader.</p><p><strong>Resultat:</strong> Uppsatsen har kommit fram till att varumärket är av stort värde för företag eftersom två identiska produkter producerade på en gemensam produktplattform kan säljas som två unika produkter. Varumärket möjliggör nyttjande av produktplattformar på grund av sin strävan efter att ta fram det unika med produkten. Vid nyttjande av produktplattformar är det viktigt att varumärket är konsekvent och kommunicerar det som är unikt med produkten snarare än det som produkten har gemensamt med andra produkter. Uppsatsen har visat på att attribut av stor betydelse för att kommunicera ett konsekvent budskap.</p> / <p><strong>Background:</strong> In order to minimise costs and develop new car models in a timely manner, the car industry uses product platforms. A product platform is not a physical product, but a range of components that can be combined in various ways depending on specific individual product requirements. The disadvantage with using several common components is that the final products can be identical in several aspects, which complicates the brand’s goal of making the product unique and distinct from competitors. Conflict arises between the product platform’s ambition to use common components and the brand’s ambition to make the product unique.</p><p><strong>Aim:</strong> The aim of this master thesis, based on two case studies about the Volvo XC60 and Land Rover Freelander 2, is to analyze and compare the brands and the car models’ ability to mediate the uniqueness in a Swedish marketing campaign, despite the common components at the EUCD-plattform.</p><p><strong>Completion:</strong> The master thesis has been carried out with a qualitative approach, whereby interviews have been performed. The empirical study is built on two descriptive case studies and a comparison has been made between the cases.</p><p><strong>Result:</strong> The thesis has reached the conclusion that a brand is of great importance to a company since two identical products produced on a common platform can be sold as two unique products. The brand makes it possible to use a product platform due to the brand’s ambition to make a product unique. It is important when using a product platform for the brand to be consistent and communicate what is unique about the product rather than what the product has in common with other products. The master thesis has shown that attributes are important in order to communicate a consistent message.</p>

Bakgrund: För att vara kostnadseffektiv och utveckla nya bilmodeller i snabb takt använder sig bilföretag av produktplattformar. En produktplattform är ingen fysisk produkt utan varieras med olika komponenter beroende på vilka delar på bilmodellerna som skall vara unika respektive vilka delar som skall vara gemensamma. Nackdelar med flera gemensamma komponenter är att slutprodukterna blir identiska i flera avseenden, vilket försvårar varumärkets arbete med att göra produkterna unika och skilja de från konkurrenternas. En konflikt uppstår således mellan produktplattformens strävan efter gemensamma komponenter och varumärkets arbete med att göra produkten unik. Syfte: Syftet med uppsatsen är att utifrån de gjorda fallstudierna på bilmodellerna Volvo XC60 respektive Land Rover Freelander 2 som producerats på en gemensam produktplattform analysera och jämföra varumärkenas och bilmodellernas benägenhet att förmedla vad som är unikt i samband med en reklamkampanj. Genomförande: Uppsatsen är genomförd med en kvalitativ ansats, där intervjuer har genomförts. Den empiriska studien är uppbyggd av två deskriptiva fallstudier och jämförelser har gjorts mellan fallen för att se skillnader. Resultat: Uppsatsen har kommit fram till att varumärket är av stort värde för företag eftersom två identiska produkter producerade på en gemensam produktplattform kan säljas som två unika produkter. Varumärket möjliggör nyttjande av produktplattformar på grund av sin strävan efter att ta fram det unika med produkten. Vid nyttjande av produktplattformar är det viktigt att varumärket är konsekvent och kommunicerar det som är unikt med produkten snarare än det som produkten har gemensamt med andra produkter. Uppsatsen har visat på att attribut av stor betydelse för att kommunicera ett konsekvent budskap. / Background: In order to minimise costs and develop new car models in a timely manner, the car industry uses product platforms. A product platform is not a physical product, but a range of components that can be combined in various ways depending on specific individual product requirements. The disadvantage with using several common components is that the final products can be identical in several aspects, which complicates the brand’s goal of making the product unique and distinct from competitors. Conflict arises between the product platform’s ambition to use common components and the brand’s ambition to make the product unique. Aim: The aim of this master thesis, based on two case studies about the Volvo XC60 and Land Rover Freelander 2, is to analyze and compare the brands and the car models’ ability to mediate the uniqueness in a Swedish marketing campaign, despite the common components at the EUCD-plattform. Completion: The master thesis has been carried out with a qualitative approach, whereby interviews have been performed. The empirical study is built on two descriptive case studies and a comparison has been made between the cases. Result: The thesis has reached the conclusion that a brand is of great importance to a company since two identical products produced on a common platform can be sold as two unique products. The brand makes it possible to use a product platform due to the brand’s ambition to make a product unique. It is important when using a product platform for the brand to be consistent and communicate what is unique about the product rather than what the product has in common with other products. The master thesis has shown that attributes are important in order to communicate a consistent message.

The recent trend of mass customization has redefined the way companies do business. Each individual customer is now their own market, requiring products specific to their wants and needs at mass production prices. This need for ever-increasing variety is a significant challenge for industry that many times leads to ballooning manufacturing costs and lower product performance. One approach that has received widespread attention and implementation is to develop families of products from standardized product platforms. While, many methods have been developed to address different challenges within product platform design, they are not without their limitations/tradeoffs and therefore leave much room for development and improvement. The Product Platform Constructal Theory Method (PPCTM), developed by Dr. Gabriel Hernandez, is a novel approach for developing product platforms that enable customizable products. Rooted in the tenants of hierarchic systems theory and constructal theory, the PPCTM solves for the product platform as a problem of optimization of access in a geometric space. The result is a hierarchical organization of the modes for managing variety and the specification of their commonality across the product platform. Overall, the PPCTM offers an extremely comprehensive product platform design method, with the ability to accommodate multi-platform design, multiple design specifications, non-uniform demand modeling, and multi-objective decision-making. One limitation of this method is that the selection of platform variables and the modes for managing product variety must be pre-specified or determined ad hoc by the designer. This thesis seeks to address this limitation through the integration of a sensitivity-based analysis method to determine the effect of platform variable variation on the family performance. The result of this work is a Sensitivity-based PPCTM that facilitates the selection of common platform variables, such that modes for managing variety can be ranked and applied to the space element hierarchy. The proposed method is illustrated with three examples: the design of a line of customizable pressure vessels, universal electric motors, and finger pumps.

The product platform strategy is well known for its several positive effects. However, these effects differ under different market situations. Several product platform projects related decisions can influence these effects. This research work will show how these effects are influenced by decisions under different market situations, findings will help academics in enriching product platform theories and, it will help managers to take proper decisions to enhance the possibility of product platform project success.

The product platform strategy is well known for its several positive effects. However, these effects differ under different market situations. Several product platform projects related decisions can influence these effects. This research work will show how these effects are influenced by decisions under different market situations, findings will help academics in enriching product platform theories and, it will help managers to take proper decisions to enhance the possibility of product platform project success.

Engineered to Order (ETO) products can benefit from the concepts and tools offered by Product and Platforms Line Engineering (PLE) (such as increased variety offer and efficient use of resources), and CAD/PLM (Computer Aided Design/Product Life-cycle management) in order to gain competitiveness. This paper portrays a framework for describing and measuring the processes that conform that connection between PLE and CAD; presents a description of the key components of the entire process, their relationships, as well a set of metrics for assessing the ability of a process for creating Geometrical CAD Platforms. A case study of an ETO product development with the implementation of this framework is presented in two different scenarios for validating the concepts exposed and demonstrating the use of the framework for assessing the capability of an organization for creating 3DCAD platforms for ETO Products.

The agile creation of 3D CAD platforms (3D CAD models that can be configured to obtain a family of Products) has become an important factor for increasing competitiveness of organizations that create discrete products. Design Automation (DA) is a powerful tool that can be used for speeding up and optimizing the design process of those 3D CAD platforms. Nonetheless, for effectively applying DA on the development of 3D CAD platforms it is desirable to count on tools that address the three fundamental hurdles that are also obstructing the wide adoption of DA in practice. These hurdles are the lack of identification of DA opportunities, the absence of performance metrics, and the absence of methods for continuous improvement. This dissertation contributes a set of methods and tools to incrementally improve the process for creating 3D CAD platforms towards increased automation. The tools proposed include the development of a Metrics Framework (MF) for assessing the capabilities of an organization for creating 3D CAD platforms; a method for increasing the organizational capabilities for creating 3D CAD platforms, and a method for identifying optimal improvement efforts for creating 3D CAD platforms in a multi-objective scenario

Product platforms holds great potential for cost effectiveness since several components are reused in different product variations. This bachelor thesis evaluates the implementation of a product platform of simple geometric products by applying the two different product development theories Design Thinking and Product Platform Concept Exploration Method(PPCEM). Design Thinking is a well-used theory which is mainly applied for development ofindividual products with the user in focus, while PPCEM is used for building large-scale and complex product platforms. In collaboration with Seldén Mast AB the possibility of creating a product platform for their product was investigated. It was accomplished by first developing the platform through Design Thinking and then theoretically recreating it through PPCEM. The difference in performance between the two theories was then analyzed. The results showed that none of the methods are individually adapted for the development of modularity for smaller products and volumes. Great importance was attached to being able to identify and define the essential correlations between the reusable components that constitute the modularity, which was most effectively achieved by combining the two theories. The study is structured by a thoroughgoing implementation of Design Thinking where several methods and models are used to support the structure of the concept for the platform. The re-creation is then based on PPCEM, where the theories methods are used as a basis for defining the conditions and foundation of the product platform. The purpose of this report is to compare the implementation of the various theories and analyze its suitability for designing a product platform for simple geometric articles.