Explain the meaning of the following terms as used in product design and costing [4
Marks].
(i) Product Design- is the process of envisioning and planning the transformation of
ideas into desired objects or systems that are intended to satisfy certain societal needs,
(ii) Geometric Modeling- ...
MARKING SCHEME
EEMQ 5151 Computer Aided Product Design and Costing
SECTION A: (COMPULSORY) DATE: AUGUST 2019 SERIES
QUESTION ONE (30 MARKS)
a) Explain the meaning of the following terms as used in product design and costing [4
Marks].
(i) Product Design- is the process of envisioning and planning the transformation of
ideas into desired objects or systems that are intended to satisfy certain societal needs,
✓
(ii) Geometric Modeling- is the mathematical representation of an object’s topological
(connectivity and associativity) and geometrical data (shape and dimensions) using
CAD software. CAD software allows the mathematical description of an object to be
displayed as an image on the screen of computer. ✓
(iii) Finite Element Modeling
Is a numerical analysis technique for obtaining appropriate solution to a wide range of
engineering & Mathematical physical problems. ✓
(iv) Process Chain
process chain design includes design and optimization of at least two manufacturing
processes in consideration of one or more target criteria✓. While designing process
chains, applicable manufacturing processes are identified and transformed into an
adequate configuration. The subsequent optimization determines optimal process
parameters in consideration of cross-process interactions.
b) Differentiate the following terms [6 Marks].
(v) Product Life Cycle Vs Product Development
Product life cycle -a sequence that describes the progress through which a product
idea is first thought of, its development, introduction, growth, maturity and removal
from the market while product development typically refers to all of the stages
involved in bringing a product from concept or idea, through market release and
beyond. ✓.
(vi) Discovery Vs Invention
Difference between Discovery and Invention
Discovery Invention
The act of finding or exploring something new that The act of creation or designing of an object or a service that
has not been found before is termed as Discovery. has not been found before is termed as an invention. ½ ✓
½✓
Discoveries are usually natural occurrences and Inventions are manmade or scientific occurrences of objects
are usually present, until discovered by somebody. that exist due to the willpower and creation of human
beings.
Discovery involves the process of exploration of Invention involves the process of experimentation.
the world around us.
A discovery cannot be patented. An invention can be patented by its creator.
Discoveries usually occur by accident. Inventions usually occur by the process of creation.
1
, (vii) Trade Secrets Vs Patents
Patent protects new and useful invention whereas trade secret protects valuable and
secret information.
✓. OR
• Patent gives the patent holder a right to exclude others from making, selling,
using or importing the invention. Whereas the trade secret protects only from
the misappropriation.
• While patent is granted the invention becomes public but this is not the case in
trade secret, in case of trade secret the information remains secret. For
granting of patent the applicant must have to file a formal application
followed by the examination in the patent office. No such formalities in the
case of trade secret.
• The duration for the granting of patent is approximately 2-3 years which is
way more than trade secret, as they take the time as long as it takes to
establish and maintain the internal procedure only.
• The term of protection of patent is 20 years. Whereas the term is perpetual in
case of trade secret.
• The cost and expenditure in patent is more as compared to trade secret (no
application fee, cost for only internal procedures only) and varies from
country to country.
c) Explain the advantages and disadvantages of product standardization [4 Marks].
Advantages of Product standardization
To the organization
•Reduction in cost✓– In the standardization, an identical product is produced using the
same materials and processes etc. So that the materials can be purchased in bulk quantities
and this will lead to have discounts in purchasing. At the same time, this will cause less
wastages in material usage as well and reduces the cost.
•Production efficiency✓– When the product that we are currently producing is being
uniformed, the production process becomes efficient due to enabling factors such as mass
production, specialization of Labour, automation of the processes of production.
•Well established and well-strengthened brand – When an identical product is being
available in different markets it helps the organization to establish and strengthen the brand.
•Increase in production– When the differences among products are reduced the
production of the company can be easily increased.
To the consumers
•Customers are enabled to choose the exact product that they want– When the differences
among the products are reduced then the customers are not required to confuse as to which
product or service to buy. So that they can choose the exact product without any confusion.
•Can obtain a high-quality product✓ – When the products are standardized consumers can
obtain relatively a high-quality product.
•Better living standards✓ – When the consumers are capable of consuming high-quality
products at lower costs their living standards gradually increases.
2
, Disadvantages of Product standardization
•Stagnation✓ – When the organization keeps producing a uniform product for a long time
then it will cause the organization to remain in the same place in the industry. This is not
good for an organization since the rivals can take advantages of this. So while trying to
standardize the products they need to make changes to the products as the environment
changes.
•Communication failures✓ – As the time goes the demand of the consumers can be
changed and, in such situations, organizations will still try to maintain the consistency
without looking at the changes of demand of the consumers. This will make bad
consequences on the organizations’ survival.
•Less choices to consumers✓ – Since the product is a standardized one, the consumers do
not have a wide range of choices.
d) With clear illustrations, discuss the phases of the product life cycle [4 Marks].
1. Development stage✓.
• Idea generation of product in accordance with the customer preferences and
requirements.
• Feasibility of product viability is carried by Marketing department to potential
customers.
• Research and development builds product in liaison with product cost and
customer requirements.
• Costs of product development accumulates with no revenue.
2. Introduction stage✓.
• Product awareness to customer through adverts and promotions.
• Marketing costs increased.
• Product is introduced to potential customers.
• Intellectual property protection is obtained.
• Product pricing introduced according to product segmentation.
3. Growth stage✓.
• Product has been accepted by customers, company market shares increases.
• Profit is realized.
• Limited competition at this stage.
• Pricing revenue is higher.
• Demand grows, production increased and its availability expands.
4. Maturity stage✓.
• Sales starts to level off, competition increases, product features need to be
enhanced to maintain market shares hence innovation introduced.
• Price tends to decline to stay in competition.
• Production costs decline
5. Decline stage½✓.
• Decreasing product features, sales and revenue decrease due to product
saturation.
• High competition, changing customer needs.
• Company may choose to discontinue the product.
3
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