Michyuki Corporation (A)

Abstract

The case is about a company that is a part of a supply chain of manufacturers, located across a few countries, who jointly fabricate and assemble very complex and high-tech products in the IT industry. In such industries, Product Development holds the key while quality, cost, customer preferences and time-to-market are the factors that determine competitive advantage. Here, the challenge was to improve the product development activities throughout the supply chain and addressed to the issues of teamwork, trust, cooperation and customer focus. The concepts of concurrent engineering were adopted to have a streamlined and effective product development process.