Crafting a product platform strategy: Change in strategy of Mabuchi Motors, a leading DC motor manufacturer

Tomoatsu Shibata, Mituru Kodama

Research output: Chapter in Book/Report/Conference proceedingConference contribution

2 Citations (Scopus)

Abstract

The aim of this article is to build new product development strategy for parts supplier. One difficulty in product development of parts suppliers is that they are faced with dilemma of choosing between product efficiency and product differentiation. To achieve efficiency, suppliers need to standardize part as much as possible. On the other hand, to achieve product differentiation, supplier need to customize part and it will decrease efficiency. Therefore, achieving both is difficult. Particularly, pars are embedded within final product and final product manufactures have strong demand for customized parts best suitable for their products. First, we conduct in-depth case analysis of Mabuchi Motor from perspective of product architecture and organization. Mabuchi specializes in miniature DC brushed motors. Mabuchi has held a more than 50% share of the worldwide market, a success driven by the company's strategy of creating common pratform for their products. We analyze how Mabuchi is able to continually meet strong demands for customized products, while maintaining high profitability. Then, we enhance product platform strategy from the case study. Finally, we discuss the validity of the strategy, based on existing findings and literature.

Original languageEnglish
Title of host publication2013 Proceedings of PICMET 2013
Subtitle of host publicationTechnology Management in the IT-Driven Services
Pages1625-1633
Number of pages9
Publication statusPublished - 2013 Dec 26
Event2013 Portland International Conference on Management of Engineering and Technology, PICMET 2013 - San Jose, CA, United States
Duration: 2013 Jul 282013 Aug 1

Publication series

Name2013 Proceedings of PICMET 2013: Technology Management in the IT-Driven Services

Other

Other2013 Portland International Conference on Management of Engineering and Technology, PICMET 2013
Country/TerritoryUnited States
CitySan Jose, CA
Period13/7/2813/8/1

ASJC Scopus subject areas

  • Computer Networks and Communications

Fingerprint

Dive into the research topics of 'Crafting a product platform strategy: Change in strategy of Mabuchi Motors, a leading DC motor manufacturer'. Together they form a unique fingerprint.

Cite this