BMW: The 7 Series
What are the causes and consequences of BMW’s quality problems with newly launched products? What should be done to improve “launch quality”? The causes and consequences of BMW’s quality problems with newly launched products were plentiful and apparent all throughout the case study. For instance, BMW does not use pre-production tools during prototyping. This significantly lowers their opportunity to discover and fix quality problems earlier in the production process. Secondly, they let suppliers have a say in development after “cubing” has occurred. Unfortunately, if suppliers come across problems during the first production, they often don’t have enough time to fix it before new model introduction. Finally, when BMW starts the first commercial production of a new model, it produces the new series on the same production line as the old models thus causing greater confusion with more complicated and complex logistics. In order for BMW to correct these problems with quality, they should incorporate a pre-production earlier to find and to have more time to prevent and address and quality issues that they should come across in the commercial production process. They should also take time to involve only the most reliable suppliers in the industry earlier in the development process and use their experience and skill to improve efficiency in trouble shooting. Finally, producing newly launched products (vehicles) on a separate assembly line would prove to be less confusion and allow for a more focused practice. 2.
What are your recommendations to Carl-Peter Foster concerning the 7-series prototypes? What should he do regarding future development projects? Our recommendations for the 7-series prototypes would be to consult with the suppliers involved in the production process. This not only helps BMW, but it will also help the supplier get a more detailed understanding of what they are looking for exactly in the final product. The...
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