ارايه فرايند توسعه محصول جديد در صنعت خودروهاي تجاري (مورد كاوي)

New Product Development Process Design in Commercial Vehicle Industry (Case Study)

The management problem that will be discussed in this article is the analysis of new product development processes in the commercial vehicle industry. Thus, we have selected and analyzed the case in one of the domestic automobile manufacturers that is functioning in the commercial auto market. Although the commercial auto industry has had some success in the new product development field in recent years, but these successes compared to the market demand for commercial autos have not been sufficient. The present problems in the new product development field have caused this industry to be largely unsuccessful in producing products in harmony with market needs which undoubtedly timely market entry and suitable prices are among these needs. Therefore, one of the present management problems is to pap attention to new product development process in the auto industry. In this report, the current new product development trend has been analyzed in the auto manufacturer and the present problems in this trend have been scrutinized. Lack of a defined strategy in the corporation and in the new product development section, weak market and technology information in related products and processes, lack of technical and economic feasibility studies related to products, unsuitable organizational structure, and lack of attention to production and marketing processes in product development are among the most important problems facing this industry. To cope with the aforementioned problems, a unified process for new product development detailing the required information in the fields of marketing, product and process technologies, technical and economic feasibility, activities related to the conceptual product development, comprehensive planning and production processes, product and market development processes, activities related to product approval and finally activities related to before and after production has been recommended.