O slideshow foi denunciado.
Utilizamos seu perfil e dados de atividades no LinkedIn para personalizar e exibir anúncios mais relevantes. Altere suas preferências de anúncios quando desejar.
dme_design
management
europe
design
management
europe
Sunseeker
UK
When the ship building industry of Great Britain starte...
dme_design
management
europe
From the moment they decided they could make faster and better boats themselves than
other ma...
This approach to design is not confined to the 25-strong design team but works at all levels
of the business. In doctrine ...
dme_design
management
europe
dme_design
management
europe page 4 | 4
Design evolution at Sunseeker takes on several forms:...
Próximos SlideShares
Carregando em…5
×

Case Study: Sunseeker International

294 visualizações

Publicada em

Case study written by Darragh Murphy.

Suggested citation:
Murphy, D. (2007). DME Case Study: Sunseeker. DME Library.

Originally uploaded at http://www.designmanagementexcellence.com/wp-content/uploads/2013/08/Sunseeker.pdf

Publicada em: Design
  • A professional Paper writing services can alleviate your stress in writing a successful paper and take the pressure off you to hand it in on time. Check out, please ⇒ www.WritePaper.info ⇐
       Responder 
    Tem certeza que deseja  Sim  Não
    Insira sua mensagem aqui
  • Seja a primeira pessoa a gostar disto

Case Study: Sunseeker International

  1. 1. dme_design management europe design management europe Sunseeker UK When the ship building industry of Great Britain started to decline 30 years ago, vast ship yards employing 1000s of people of all trades were facing stiff competition from the Far East and losing traditional UK contracts that were once the main stay of the industry. Around the same time, two brothers, Robert and John Braithwaite set out to design and build performance boats in the new pleasure boat market. Today their company designs and manufactures some of the most desirable and luxurious performance boats in the world. The Sunseeker International shipyards based in Poole, Dorset is one of the largest employers in the area with over two thousand highly skilled staff providing almost the entire boat building capacity from design, engineering, manufacture and marketing in one company. However, this is where the comparisons with the past finish as this company has an export rate of 98%, with a worldwide market to help them override the instabilities of globalisation and recessions.
  2. 2. dme_design management europe From the moment they decided they could make faster and better boats themselves than other manufacturers at the time, the Braithwaite brothers have striven for perfection and success - two difficult attributes to manage side by side, but they recognised the role design can play in achieving them and invested heavily in this strategy. This brought them to the forefront of the market where they remain with an impressive range of innovative and leading edge products. Sunseeker is the world’s largest privately owned boat builder with an annual turnover in excess of £220million. John Braithwaite, one half of the partnership (his brother Robert is the managing director) is responsible for all aspects of the design, development and production of their boats. Their personal passion for the products and close control of the business fuels their high re-investment into R&D (6% of turnover). With design clearly represented at the highest level of the business, John Braithwaite comments on the advantage this brings to the products; “You have a total overview of what you are actually creating so that all aspects of what is being done you can make sure it is totally integrated design rather than a design by committee.” - John Braithwaite, Technical Director, Sunseeker International His drive for design, innovation and continual development is supported by all members of the board:“If you are not producing new designs you are not making profit” - Peter Hayes, Financial Director, Sunseeker International Design by Evolution Design in Sunseeker is more of a culture than a corporate strategy, but it is their approach to design that makes their drive for quality and innovation a success. John Braithwaite and his design management team are exponents of conservative design; with constant innovation. In practice this means that every boat is an improvement on the last one. Whether it is building the same model or designing a new model, by making lots of gradual improvements Sunseeker can maintain their lead without compromising on quality and performance, and because they are designing a lot of new boats their designs are constantly taking small steps on the evolution of design. dme_design management europe page 2 | 4 Contrary to popular belief the conservative approach to design always takes far longer to reach a correct working solution than something that is gimmicky or quirky. It requires a controlled use of design and knowledge. For example, if the solution is not quite right it has to revisited until it is. Ultimately simple solutions work more effectively in the harsh, demanding and unforgiving environments in which their boats operate(1). This applies to styling as well as engineering where it is constantly evolving over a vast range of products, taking good practice from big boats to small boats.
  3. 3. This approach to design is not confined to the 25-strong design team but works at all levels of the business. In doctrine in every employee involved with the design, engineering, manufacture and fitting of the boats is a mindset which is uncharacteristic of British manufacturing. Instead of completing a task satisfactorily they are encouraged to step back and ask ‘how can this be done better? All changes and modifications are then documented and fed back into the design database for future models, therefore improving the design of the product in every aspect. When a company has to maintain the highest levels of quality across a wide range of design and engineering disciplines then adopting a cultural mindset is a positive way of doing it. This mindset does not have to be reinforced or documented in a policy review as it empowers staff with the authority to decide for themselves how best to do their job and gives them job satisfaction as well as contributing to the evolution of the boat. dme_design management europe dme_design management europe page 3 | 4 Problem solving as design Another aspect of design evolution at Sunseeker is their ability to solve problems. When a new model is released a lot of the unforeseen problems are recognised at the production line stage. This is not uncommon in all manufacturing industries, but it is Sunseeker’s fast-track approach that prevents problems from slowing down production and compromising quality. Once a problem is recognised, a small team with the relevant qualifications is assembled to address the problem and agree on an immediate course of action. If it cannot be solved on the spot then it is brought directly to the relevant person in the design office to revise it and commission new instructions immediately. As with all changes, the solution is then documented and recorded on the design database for the next boat. This fast-track approach breaks through a long chain of communication and gives the production line the immediate answers it needs. Problem solving is seen as a vital part of the development process and this open communication and teamwork can only work if it is devoid of a blame culture. This is not a failure of the design process but recognition of the shortfalls of a constantly changing product where no two boats are the same.
  4. 4. dme_design management europe dme_design management europe page 4 | 4 Design evolution at Sunseeker takes on several forms: conservative design, technology transfer, the cultural mindset – “How can I make this better?” and problem solving. As these activities are happening all the time across a wide range of boats it is difficult to recognise it as a ‘leap forward’ in new boat design until one compares today’s boats with those made four years earlier, that significant development can be seen. For example, when Sunseeker made their first 80ft (24.4mtrs) boat in 1999 it took 55,000 man hours to build, now it takes 17,000 man hours. It is steady evolution and attention to quality, performance and fault free sea craft which gives Sunseeker customers the confidence to put down deposits on a 3-5 year waiting list, in some cases without seeing the plans. Because they know the way Sunseeker has evolved they know what they are going to get will be right. In many cases this loyalty has lasted 20- 30 years with some customers growing themselves with the product range available. Innovation Sunseeker is regarded as industry pioneers for their work in computational fluid dynamics, cutting edge styling and materials research. Their extensive knowledge of GRP, and confidence in their processes allow them to expand into larger boats and question the known constraints of Glass Reinforced Plastic (GRP). Over a certain length boats are classified as ships and have to conform to Marine and Coastguard Agency (MCA) regulations for construction and testing. However, these regulations are written for steel and aluminium hull ships and not for GRP. Compliance to them as they were would mean poor performance and craft instability. Sunseeker realised this was a major hurdle in their development and sought to work openly with the MCA and other authorities to revise the regulations and draw out the arguments to get to the correct engineering solution. They supported their evidence with GRP expert analysis from Universities, suppliers and test houses to arrive at the first classified GRP ship. They could have resorted to steel and aluminium hulls but they knew GRP could be used in larger ships and the material offered many advantages and qualities over traditional methods. The first ship Sunseeker built with the new GRP regulations was the 105 (31.9mtrs) in 2000. It heralded the beginning of a new age of Super- yachts for the market and challenged established super-yacht manufacturers all over the world. It was the learning product for Sunseeker before they moved onto larger ships. The Jewel in the crown for Sunseeker is their recently completed Sunseeker 37M Tri deck yacht. Designed, built and equipped to the highest standards, the 37M Yacht has Sunseeker’s proven deep ‘V’ hulls, which offer good sea keeping qualities, and allow for good cruising ranges. The 37M Yacht also has all the features expected on a luxury ocean-going vessel, such as the latest navigation equipment using state of the art technology. Built to the most stringent criteria, computerised engine management systems provide constant fine tuning, which improves efficiency and performance.

×