Template:PFD project

PFD is a primary flight display.

Marketing

Marketed entities

Reference wikipage: Marketable

As this project, I want to do the PDF Screen in the cockpit. We all know that the cockpit is one of the most significant parts of the aircraft, if there are some trouble in cockpit, especially in the Screen which pilot can monitor the data of flight such as altitude and speed, may cause serious accidents even air-crash. So, to the well and fantastic PFD Screen product is the important things.

Maker's core competency

Reference wikipage: Core competency

As a company or a factory to manufacture the PFD Screen, at first, we must to sure and define our core competency. In order to devote for the civil aviation enterprise, our company’s goal is to Deliver customer satisfaction. Because, the safety of the aircraft is not a joke, we must to make sure that our products’ safety and reliability. Our customer and client maybe come from some big company such as Boeing and AIRBUS, if we manufacture and output excellent product and got their trust and order, we will not worry about our company profits. So, the first thing is to make a basic and a trust to our customer.

Marketing channels

Reference wikipage: Marketing channel

Marketing mix

Reference wikipage: Marketed compound

Target markets

Reference wikipage: Target market

The second thing is our key market. Our company manufacture aircraft component. Of course, we mainly deal with and face aircraft manufacturers especially for the High-end market. The quality of our products is guaranteed throughout the supply chain, so we have the confidence to face the big companies.

Value proposition

Reference wikipage: Value proposition

To the civic aviation, good product is no doubt a precious treasure to this field. The quality of the PFD Screen contact with the passengers’ safety. We need to make sure our product safety though their is no profit.

SBU structure

Reference wikipage: Strategic business unit

About the Strategic Business Units, it’s an important part in our company, and we must decide how to allocate corporate resources to SBU. Portfolio-planning models, market value analysis are what job the SBU do. The SBU make our market plan and analysis our market data, to make us have a good vision in our field and remind us the financial risk with our capital.

Growth opportunities

Reference wikipage: Ansoff Matrix

The aviation field never lack the growth opportunities especially in China. Intensive Growth and Integrative Growth are our develop target.

Quality systems

Quality dimensions

Reference wikipage: Quality dimension

Form the product quality dimension, the durability is a key factor to effect the PFD. Because so many PFD screen adopted worse Screen, it always broken and doesn’t have a high refresh rate. These things may effect the pilot to receive the data even to effect the whole plane safety.

In order to achieve the international standard such as ISO 9000. We have something to change and upload our quality dimension. As the basic of the product durability, we need to make our product and chain more Service reliability and Serviceability.

Supply chain

Reference wikipage: Supply chain

The global supply chain also needed to be follow, add new strategy and make all activities involving interaction with suppliers.

Costs of quality

Reference wikipage: PAF paradigm

Three spheres of quality

Reference wikipage: Three spheres of quality

Quality approach

Reference wikipage: Matrix

You also know that, the repair cost for the aircraft is high especially for the electronic system, without the scheduled maintenance, we need to reduce the probability of malfunction. If their are some trouble in our product, it no doubt to arise the maintenance cost to the airlines and cause the damage of lose normal Flight.

To give a solution to the PFD from the product quality, to arise the product durability, the product need to tolerate stress and trauma without failing. Another way to update the function, adopt touch screen and high quality display. The China Eastern has been the first airline to use touch screen PFD on A350 from AIRBUS.

Another way is from the root, we need to update our idea generation and preliminary design. Make a control when the product be born. The redesign of circuits and use modular design can reduce problems and failures and thus improve product stability, reliability. As the same time, the modular design also reduces maintenance and production costs.

Development

Phase 1

General comments

A bit more detailed elaboration could have helped a lot as you have tried to cover maximum aspects of Rubric. Concepts and Propositions are pretty much on point, but interrelated and mixed. If mentioned separately while mentioning parameters of Rubric, each point could have been more understandable. For your marketing plan, once again, it could have been much better if you stated details corresponding to each aspect. Your concepts are on track, and you are advised to format your content to be better understandable. For example, what is being marketed? A well and fantastic PFD Screen? Please state clearly. Please refer to “Marketing plan criteria” in textbook, Chapter 02, page 77 for more details. Also, you haven’t discussed marketing channels and marketing mix. Marketing strategies have also not been specifically addressed. Moreover, you are advised to relate quality and marketing aspects for your product, specifically in Marketing plan because both have a direct relationship.

Quality dimensions

Durability, reliability and Serviceability have been highlighted as Quality dimensions. Durability as good PFD Screen, Reliability and Serviceability in order to achieve quality standards. Do you regard these measures as most considerable? If implemented, can you think these quality dimensions can affect others, for example, conformance? Why you haven’t discussed other dimensions? And, how do you consider Durability, Reliability and Serviceability as most important?

Supply chain

Can Touch, screen and high quality display and modular design be regarded as production measures in Supply chain? New strategies can be added for Global supply chain has been proposed to distribute the product.

Primary causes of losses of poor quality

Conduct scheduled maintenance to reduce the probability of malfunction and thereby cut the costs of maintenance for the airlines, as maintenance can be very expensive. In order to have good quality and durability, product should tolerate stress and trauma. It can be achieved by installing touch screen and high quality display. Will it affect serviceability and maintenance costs, as it may require more skilled technicians? How can it be managed? Three spheres of quality have not been explicitly stated but have been discussed in relation with other parameters of Rubric. Have you regarded modular design as quality approach?

Marketed entity

Are you marketing “A well and fantastic PFD screen”? Could you please define “well” and ‘’fantastic’’ as value or value propositions?

Core competency

You have indicated “Customer satisfaction” as your core competency. It could have been better explained, how do you supersede your competitors in customer satisfaction. Because in general, every business aims customer satisfaction. While indicating your competency in marketing plan, you should be specific or add more details. Also, can you indicate any other core competency and value in your product? Please be specific in terms of marketing tactics, propositions and measures on how would you achieve it.

Key market

You have indicated aircraft manufacturers especially for the High-end market and big companies as your key markets. In order to target these markets measures such as Marketing tactics and Financial projections must also be specified. How can you relate quality dimensions, quality management and quality assurance as your core competency to target your key markets? How are these your strategies? Value proposition: You have stated “quality” as your value proposition. Again, how your product quality will supersede in strategic and tactical terms?

SBU Structure

Portfolio planning, market value analysis and estimating financial risk have been indicated as SBUs. They can be more elaborated in terms of operations considering your target markets.

Marketing channels and marketing mix have not been discussed clearly

Growth opportunities

Please discuss growth opportunities particularly for your product, markets and marketing plan.