FMPS-GAMMA
8.3 SALES APPROACH
Historically, we have been selling general-purpose computers to data processing people to be used in data center environments. We should continue to do so. Large manufacturing companies with a centralized data processing philosophy will proba-bly accept this approach. But remember, companies both large and small are search-ing for answers to manufactursearch-ing problems. There is a need to address to this requirement.
The industry is characterized as responsive - responsive to user wants, hardware capabilities and price/performance curves. Right now, the important issue is to locate, purchase, and implement software solutions. In many cases, end user benefits are the most important criteria for selecting one computer vendor over another.
To sell computer-based manufacturing solutions, an end-user relationship should be developed. To do this, manufacturing management must be approached with the features and benefits our product(s) can bring to their organization. Forget the bits and bytes; the name of the game is return on assets and/or investment, how cash can be stretched and how working capital can be retained. The product or service is a manufacturing tool, not a computer. The chances are good that a manufacturing tool will sell a computer.
The selling of a computer for general business purposes has traditionally required convincing the data processing manager of the vittues of one computer over competi-tive systems. In contrast, selling a comprehensive manufacturing applications package, and through it the required hardware, dictates an approach geared to a dif-ferent audience, the end user.
There is no such thing as a typical manufacturing organization, but a representative organization chart can be drawn. That is why it is important that you understand the organization. The size of the organization, variations in titles and names of depart-ments, and the propensity to change all contribute to this.
8-3
CONTROLLER V.P.
MARKETING
GENERAL MANAGER
V.P.
MANUFACTURING
V.P.
QUALITY ASSURANCE
V.P.
ENGINEERING
Because of the implementation cycle and support required to establish the system, management must justify in their own mind the expenses to be incurred. They must be convinced, by you, that it is the right thing to do.
Stress the Sperry Univac strengths:
• Proven high level of support
• The dedicated manufacturing organization committed to the marketplace
• Proven stable application products (re: manufacturing success stories)
• Full line of reli~ble computing hardware
• Continued enhancements and product improvements
• Technical consulting and training
• Features and benefits of our application products 8.4 WHAT DO WE SELL?
Application sets to be offered to manufacturing prospects/customers fall into the following categories:
• Manufacturing Control Applications - UNIS 1100
- OPTIMA 1100
• CAD/CAM - UNIS*CAD
- 1100 ICES STRUDL Manufacturing Control
Manufacturing planning is the specific area that our control products address, especially UNIS 1100. This area is concerned with developing procurement require-ments and production scheduies. The objective is to baiance three conflicting goais:
• Higher interest rates
• Obsolete facilities
• Material shortages
• Low growth rates
• Inventory turnover and asset utilization
• Unplanned capital investments
• Strategic purchasing practices
• Severe productivity pressure
Four basic functions must be performed to meet the challenges and balance the objectives:
• Planning priorities
• Controlling priorities
• Planning capacity
• Controlling capacity
Material Requirements Planning is a technique used in manufacturing environments to plan and control priorities arid capacity. Because of the volume of calculations involved, it requires a computer. MRP has been around for quite some time.
Companies who do a good job have been able to cut their inventories by 25 percent to 35 percent. Think of the dollar savings and cost justification potential this represents to a manufacturer. Along with all of its other aspects, UNIS 1100 is RICH in MRP. It is one of the best! There are significant capital and carrying costs associated with the level of inventory that a manufacturer keeps on hand. Slight improvements can have large effects on profits.
When project control and long-range planning is important, consider OPTIMA. It can help to determine where peak workloads or idle resources might occur. It is an excel-lent vehicle for planning and launching new products and for undertaking maintenance projects.
UN IS 1100
UNIS 1100 is an interactive, database-oriented manufacturing control system. It emphasizes the planning and control aspects of a discrete manufacturing business.
Certain aspects also apply to the process customer.
Three approaches can be taken in installing UNIS 1100:
• Implement the preprogrammed applications. Load your data and go
• Use the programs as a starting point, modify them and add programs tailored to your environment
• Use the UNIS 1100 functionality to create a customized system Figure 8-1 is an overview of the UNIS 1100 system.
8-5
PRODUCT COSTING
CUSTOMER ORDER PROCESSING PURCHASE ORDER CONTROL
MASTER SCHEDULING
FORECASTING AND ANALYSIS
MATERIAL REQUIREMENTS PLANNING WORK ORDER CONTROL
Figure 8-1. The UNIS 1100 Interactive System The modules that may be progressively implemented by the user are:
• Master Data Processor - provides the data base on which the system operates. MOP loads, organizes and maintains the engineering records required to define the product.
• Inventory Management/Order Entry - establishes an integrated system of computerized material control, a major step in achieving a comprehensive manufacturing system.
• Planning and Scheduling/Work Order Management - this module is the key to controlling shop floor activity.
OPTIMA 1100
OPTIMA 1100 is an easy-to-use project management system that provides the ability to:
• Analyze plan versus actual
• Simulate schedules
• Control costs
• Data entry processing enables you to enter and modify data. All entries are verified, a feature that protects against constructing an unworkable project.
• Time analysis gives you the answers to what is started, what is completed, what is in progress, and what is behind schedule. You know how you are doing compared to plan.
• Resource analysis helps you answer the questions of how much inventory is required, what skills are needed and what machine and work centers are available.
• Cost analysis permits you to establish expected project costs, determine cost variances based on progress to date and revise costs accordingly.
• Report processing provides a variety of reporting options. Included are bar charts, Gant. charts and histograms.
OPTIMA 1100 is applicable wherever the requirement for long-range planning exists.
It should be sold as a value-added package in a stand-alone mode or as an adjunct to UNIS 1100.
Industry segments that will have an interest in OPTIMA 1100 include aerospace, ship-building, switchgear and heavy electronics. It can also be used as the planning tool for launching new products or for undertaking maintenance projects.
CAD/CAM
Computer Aided Design/Computer Aided Manufacturing (CAD/CAM) can be defined as the use of specialized computer applications and interactive graphics in the design and manufacture of a product. Presently, we are interested in the CAD market.
There are two types of CAD:
• Mechanical
• Electrical
Mechanical CAD will be the dominant application for the next few years. It is expected to grow 39 percent per year through 1986 when it will be a $3 billion market.
UNIS*CAD is our product offering.
UNIS*CAD
In a vanguard approach, UNIS*CAD offers the first integrated system for CAD/CAM.
UNIS*CAD provides an orderly, business-like approach to the design and manufac-ture of a product. All aspects of design, engineering and manufacturing can operate from a common data base on a single mainframe.
The four major modules of UNIS*CAD include:
• Design - The definition of the geometry of parts and assemblies
• Engineering Analysis - The verification of the design through the use of Finite Element Analysis (FEM)
• Drafting - The documentation of a design by the preparation of an engineer-ing drawengineer-ing
8-7
for manufacturing the part on an NC machine, tool Benefits include:
• Management control of the design process
• Product quality
• Engineering resource utilization
• Improvement in product design
• Reduction of product and design costs
• Increased drafting productivity
• Customer and employee satisfaction
• Fewer revisions to parts and products
• High quality drawings Key UNIS*CAD features include:
• 3D graphics terminals
• Separation of drafting and design
• A multi-schema relational data base
• Toleranced geometry
• Solids modeling
Target markets for UNIS*CAD are:
• Aerospace
• Automotivelindustrial equipment
• Mechanical products
• Architecture/construction
• Civil engineering
• Petrochem icals ICES STRUDL
ICES STRUDL is a set of integrated engineering tools that can assist with a variety of engineering design and analysis problems.
It is a value-added product and should be sold with other application solutions. It can be coupled with UNIS-CAD and sold as the engineering analysis solution.
Benefits to be derived include:
• Improvement in product quality
• Labor savings in the design and engineering departments
• Basic static and frames analysis
• Finite element modeling
• Dynamic analysis
• Heat analysis
• Graphics (topology)
The sales entry point for this product is the engineering department. Data processing may not know what the engineering requirements are. Besides, engineering managers usually have plenty of money in their budgets for special purchases that they can write off to Research and Development.
The following SIC codes should generate the most interest:
• 34 Fabricated Metals
• 35 Machinery
• 36 Electrical Machinery
• 37 Transportation Equipment
• 39 Miscellaneous Manufacturing
Several other market segments should also be interested:
• 91 Federal Government
• 49 Utilities
• 77 Service Bureaus
• 82 Education (Universities)
8-9
9.1 UNITED STATES FEDERAL GOVERNMENT (AD)