QUESTION $1(20$ Marks$)$ structure of all three functions should be in harmony, regardless of which option the company chooses. Doing so

streamlines the interface for all development partners and facilitates the execution of the original design and styling intent

throughout the product development process.

One of the basic challenges that every design function faces is determining how best to incorporate the latest innovations$-$

in fields as diverse as IT$,$ materials sciences, ergonomics, and behavioral psychology$-$into real products. We found that

product design organizations that deliberately seek out advanced concepts derive benefits that go beyond simply

showcasing their vision for the future. Automotive companies are among the most aggressive in dedicating entire design

teams to cutting$-$edge ideas. With this level of commitment, specialized teams can test the market's reaction to new

features by incorporating them in prototypes ahead of production. In this way, Mercedes$-$Benz's vehicle interior studio in

Como, Italy, was able to adapt new techniques for applying wafer$-$thin sheets of granite to $3-$D surfaces$-$creating a new

aesthetic that is now a trim option. An alternative in more constrained environments is to encourage product designers to

set aside a fraction of time for "blue sky$"$ projects. What is more difficult, however, is maintaining that commitment in the

face of conflicting resource demands. To ensure that design teams can focus on advanced concepts, organizations should

consider dedicating one designer to an "innovation lead" role. The innovation lead can draw on available design resources

and champion advanced$-$concept development. This option has the added benefit of allowing designers to refresh their

creative capabilities through a stint developing advanced$-$concept$-$based designs.

Companies must also create the right internal conditions for turning inspiration into ideas. While translating those ideas into

products will require deep collaboration later in the design process, at this stage, designers need the freedom to focus on

creative work. Accordingly, the best design departments lay out the workspace to encourage seamless collaboration within

the team, while restricting outsiders' access. One automotive company instituted a closed$-$door policy one day a week,

barring non$-$designers from entering the design department at all.

In today's highly competitive marketplace, product design and styling are only becoming more important. And as companies

pursue new consumers around the globe, design organizations must equip themselves for an ever$-$wider variety of

segments and preferences. Strong creativity and design talent will be essential, but not sufficient. The common perception

is that excellent product designs are primarily a result of a "softer," free$-$flowing approach. On the contrary, our research has

shown that implementing a set of structured practices is a prerequisite for any company that aspires to build a truly world$-$

class design function.

Considering the case study presented, explain the rationale behind the investments made by companies in electronics,

home appliances, and fast$-$moving consumer goods sectors into advanced product design capabilities, previously

associated with industries featuring swiftly changing style preferences. Utilise pertinent examples to support your

explanation.

QUESTION $2(20$ Marks$)$

Hexan Motors, a leading automotive manufacturer in South Africa, is planning to introduce a new electric vehicle $($EV$)$ model

to the market. Provide recommendations to the General Manager of Hexan Motors of the various options that need to be

considered to improve the design of the electric vehicle.

QUESTION $3(20$ Marks$)$

As a competent operations manager, critically discuss the competitive strategy implemented by Apple and how this has

influenced their product and service design. Make use of relevant examples.QUESTION $4(20$ Marks$)$

As highlighted in the case study, companies must create the right internal conditions for turning inspiration into ideas.

Comment on this statement and suggest measures that can be utilised to achieve this. Examples should be provided from

an operations management perspective.

QUESTION $5(20$ Marks$)$

Research has shown that implementing a set of structured practices is a prerequisite for any company that aspires to build

a truly world$-$class design function. Demonstrate how benchmarking as one of the structured practices can contribute

towards improved product quality design.