Launch management

Abstract

Stagnating markets and the trend towards globalisation have had a significant impact on the European automotive industry over the past few years. In order for an automotive manufacturer to sustain it's competitiveness within this mature market, an increase in model and variant diversity and a shorter product lifecycle arc required by which to maintain regular customers and to gain new ones. For the manufacturer to successfully achieve this, a reduction in time-to-markct is essential. This necessitates that the development and launch phases are conducted as quickly and efficiently as possible. Recognising it's importance, MAGNA STEYR, the leading global, brand-independent engineering and manufacturing partner to OEMs, has foeusscd on improving their production launch. A project team with experienced team members was formed. The team asked themselves the following questions: 1) "Which essential factors influence launch management?" 2) "Which tools can / should be applied for launch management activities?" 3) "How should future production launches be conducted?" 4) "Where can all the necessary tools and documents for a production launch be found?" 1. As part of the project, the team carried out a sensitivity analysis. The first step was to identify important factors influencing launch management. Subsequently, the interrelations between these factors were ascertained and the most significant cost drivers determined. 2. Standards have been generated that will be applied in future launches. A standard "launch cost counter", a standard "organisational chart" or for example a standard "training matrix" provide a methodical procedure by which a production launch can be conducted for a diverse product range. 3. The team developed a process diagram which lists all the activities that need to be conducted during and in particular prior to the production launch. The diagram illustrates all the aetivites, as well the delegation of responsibilities, that should be carried out from project begin up until the attainment of peak production volume. 4. The document "Thc Launch Box" unifies all described launch-relevant processes in conjunction with standard tools and comprises a detailed explanation of their application. Hence, this document provides the launch manager with the basic means to run a production launch. The project results ensure that all future production launches will follow a standardised procedure. Standard schedules and matrices arc applied. The Launch Box not only provides the means for a successful production launch in Graz but also enables this success at other locations.