Analysis of Customisation in a Modular System : Development of a New Seat Solution

Sammanfattning: Today there is a shift from mass production to mass customisation due to changing customer needs in the global market. This thesis report analyses customisation in a modular system through a case study in the truck industry with focus on development of a new seat solution. The customer requests showed a demand for one to two additional seats in the cab. In order to answer to various customer needs, companies implement modular product development principals which enables them to produce in a rapid speed, minimize costs, increase performance and produce a high mix of products. The established RQ:s were: RQ1: How do companies improve competitiveness by translating customer needs into technical requirements? RQ2: What are the challenges and possibilities when making changes in a modular system? The thesis followed the first steps in the product development process due to delimitations in time, scope, and research quality. The data was collected through a literature study, interviews with customers and archival records and documentations at the case company. The study resulted in two final concepts, namely a seat solution and a bench solution which answered to the customer need of one to two additional seats in the cab. A conclusion was that it is crucial for companies to understand the in-depth customer needs to provide higher customer value, which in turn can contribute to strengthen the companies’ competitiveness. The correct translation of customer needs to technical requirements is essential for the development of a modular system. Challenges and possibilities when making changes in a modular system was found to be design complexity along with opportunity to reuse existing components. Both the translation of customer needs and design decisions regarding a modular system is achieved in the earlier stages of the product development process. It is thus of high importance to translate the customer needs correctly and make thoughtful decisions of the modules in the modular system to ensure company competitiveness.