MANAGED CHAOS: CREATIVITY FOR MARKET 'GUERRILLA'

Transcription

1 MANAGED CHAOS: CREATIVITY FOR MARKET 'GUERRILLA' Luciano Brotto Udine, 30th March 2005

2 BROTTO LUCIANO 79 Degree in Mechanical Eng. University of Padova -Padova 79 R&D Responsible SICCE -Padova R&D Director Climaveneta - Bassano (VI) Purchasing Director Aprilia, Guzzi, Laverda -Noale(VE) Since 03 NPD Director Piaggio in DERBI - Barcelona

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4 Turnover: Mil People: Nr. Vehicles: Nr. Engines: Plants (covered surface): mq

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7 Turnover: 110 Mil People: 450 Nr. Vehicles: Plants (covered surface): mq

8 COST ( ) DAMAGES OF DIS-ORGANIZATION ORGANIZATIONAL COSTS TOTAL COST BUREAUCRACY MANAGED CHAOS ANARCHY 100% 0% ORGANIZATION

9 PRINCIPLES CUTURE EMPHASIZES Creation of rules Sharing of values WE PURSUE The personal interest Group interest AIMS OF THE ENTERPRISE Economical and political Social: the company is at the centre of the fulfillment of the individual, the human resources are central and fundamental

10 ORGANIZATIONAL PROCESS TYPE OF ENTERPRISE rigid lean DECISIONS Can not have general consensus Must have general consensus LEADER Authoritarian or democratic Mediator with huge moral integrity

11 ORGANIZATIONAL PROCESS EMERGENCIES RESOLUTION Centralized Decentralized COORDINATION OF THE OPERATIONS AND THE RESOLUTION OF THE CONFLICTS OF INTEREST ARE CARRIED OUT BY A centralized control An agreement between the functional units that have the best know how on the problem

12 DECISIONAL PROCESS DECISIONAL PROCESS TOP - DOWN Top management decides bottom layer executes BOTTOM - UP Top management just ratifies and officializes what the bottom layer already shares

13 INTERNAL PROCESSES COMPANY S CLIMATE Competitive, Objectives not shared Collaborative with huge mutual trust THE ENTERPRISE IS PERCEIVED AS A place where a worker Gives his own professional capacities against a remuneration Family with a big sense of belonging fed by a strong and shared company s culture, supported by training processes

14 INTERNAL PROCESSES NUMBER OF HIERARCHICAL LEVELS high low DEFINITION OF RESPONSIBILITIES low high JOB ASSIGNMENT high low

15 EXTERNAL PROCESSES IMPORANT VALUES IN THE INDUSTRIAL RELATIONS power intelligence astuteness reputation trust fidelity relational stability TIME TO MARKET higher lower

16 JUST WITH A LOT OF CREATIVITY CHAOS CAN BE MANAGED

17 INDUSTRIAL GUERRILLA A LOT OF INNOVATION HIGH TECHNOLOGY MANY NEW PRODUCTS VERY FAST NEW PRODUCT DEVELOPMENT LOW PAY BACK LOW BREAK EVEN POINT CARRY OVER

18 PRODUCTION PLAN WITHOUT GUERRILLA Nuovo Restyling TOTAL: 9

19 PRODUCTION PLAN MOTO DERBI with GUERRILLA FAMILY VERSION I II III IV I II III IV I II III IV SENDA SM 50ccBLACK EDITION S DRD EDITION N AL.FRAME L RACING LTD D DRD RACING A X-TREM E'05 O X-RACE'04 M GILERA RCR M SENDA R 50cc 2BLACK DEVIL N DRD DEVIL D AL.FRAME L RACING LTD D DRD RACING A X-TREM E'05 O X-RACE'04 M GILERA SMT M SENDA SM 125cMOTOR HONDA D MOTOR YAMAHA O MOTOR ZONGSHEN O SENDA R 125ccMOTOR HONDA D MOTOR YAMAHA O MOTOR ZONGSHEN O GPR 50 cc 2T RACING A NAKED M GPR 80cc 2T KIT MALOSSI M MOTOR DERBI A GPR 125 cc 2T RACING O NAKED N MOTOR 50cc 2T A MOTOR 65cc 2T USA RACES L MOTOR 80cc 2T A MINICROSS 4T 10"-10" DIRT BOY N MINICROSS 4T 10"-12" DIRT KID N NEW (12) RESTYLING (16) NEW MOTORIZATION (5)

20 PRODUCTION PLAN SCOOTER DERBI with GUERRILLA FAMILY VERSION GP1 50cc 2T H2O GP1 125cc 4T H2O GP1 250cc 4T H2O I II III IV I II III IV I II III IV M L L ATLANTIS 50 4T ATLANTIS 100 4T A A BOULEVARD 200cc 4T 2v F QUAD DINO 50cc G DFW 50cc A DFW 50cc CVT N DFW 100cc CVT F DXR 170cc Sport N L DXR 250cc Sport N L DFW 250 Utility D NEW (4) RESTYLING (8) NEW MOTORIZATION (3) TOTAL: 48

21 TO DO A WINNING GUERILLA ON THE MARKET, A LOT OF CREATIVITY IS NEEDED

22 CREATIVITY EXAMPLES in

23 GPR 125 NEW MODEL 2004 (Al. Frame) Iº Prize: Motorbike of the year 2005 Motosprint

24 GP1 50cc RACE - NEW MODEL Iº Prize - Munich 2004 Motorcycle Design Association

25 DRD RACING LTD Edition 05 SM Prize - Munich 2004 Motorcycle Design Association

26 GPR 50 NEW MODEL 2004 (Al. Frame) Prize: Motorbike of the year 2004 Motociclismo

27 GPR NAKED 50 cc (Al. Frame) Iº prize - Paris 2003 Motorcycle Design Association

28 MULHACÉN 659 Prize - Munich 2004 Motorcycle Design Association

29 CREATIVITY HAS BEEN AND WILL ALWAYS BE OUR BEST SUCCESS CRITICAL FACTOR