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

Tomoatsu Shibata, Mituru Kodama

研究成果: Conference contribution

2 被引用数 (Scopus)

抄録

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.

本文言語English
ホスト出版物のタイトル2013 Proceedings of PICMET 2013
ホスト出版物のサブタイトルTechnology Management in the IT-Driven Services
ページ1625-1633
ページ数9
出版ステータスPublished - 2013 12 26
イベント2013 Portland International Conference on Management of Engineering and Technology, PICMET 2013 - San Jose, CA, United States
継続期間: 2013 7 282013 8 1

出版物シリーズ

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

Other

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

ASJC Scopus subject areas

  • コンピュータ ネットワークおよび通信

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