HW1

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University of Michigan, Dearborn *

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421

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Business

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Feb 20, 2024

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IMSE 421 Homework 1 Name: Mnahil Syed Case Study - The British aviation industry introduced the Bristol Brabazon airliner in the 1950s. The Brabazon was technologically advanced, very luxurious, and the largest airliner at the time. The British government funded the development of the Brabazon, the engineering work was completed according to the specifications, and the first prototype flew well. However, despite the technological success, not a single aircraft was sold, and the Brabazon was an economic failure. Watch this YouTube video about the Brabazon and answer the questions below (use the spaces provided in the tables). Please save this file as PDF and submit it in Canvas by the deadline. https://www.youtube.com/watch?v=i-AZRtI366w&t=11s a) Briefly discuss the Brabazon case from the Chief Engineers’ point of view in the context of each of the 7 fundamental principles of engineering economy (as covered in Chapter 1). Principle Discussion 1- Develop the alternatives. The development of the Brabazon was an alternative to meet the demand for a large, luxurious airliner. However, alternatives such as market research for potential customers or evaluating the feasibility of smaller, more versatile aircraft might have been beneficial. 2- Focus on the differences. The Brabazon was unique in its size and luxury, but the lack of differentiation from other available options in terms of meeting market needs may have contributed to its failure. Focusing on unique selling points could have been crucial. 3- Use a consistent viewpoint. The viewpoint was likely technical and engineering centric. A more balanced perspective considering economic feasibility, market demands, and customer preferences could have provided a more comprehensive evaluation. 4- Use a common unit of measure. Economic outcomes, technical specifications, and market demands should have been measured and compared consistently. This would ensure a comprehensive evaluation of the alternatives. 5- Consider all relevant criteria. While technological success was achieved, economic viability and market acceptance were equally crucial. Considering long- term profitability, customer satisfaction, and regulatory compliance might have led to a more holistic decision. 6- Make uncertainty explicit. The uncertainty surrounding market acceptance, economic viability, and competition should have been explicitly acknowledged. Probabilistic models and scenario analysis could have been employed to assess and manage uncertainties. 7- Revisit your decisions. Periodic evaluations of market dynamics, customer preferences, and economic conditions could have prompted © Copyright 2024 – University of Michigan-Dearborn.

adjustments to the Brabazon project. Continuous adaptation based on feedback and changing circumstances is essential. b) Based on the 7 principles , what is the key reason for the failure of the Bristol Brabazon? Provide a short discussion. The key reason for the failure of the Bristol Brabazon seems to be a lack of market-oriented focus. While technological advancements were achieved, the aircraft didn't align well with market demands and economic feasibility. The failure to adapt the design to address these critical factors led to economic failure. c) As the chief engineer of Brabazon what you would have done differently at the time of designing the aircraft (i.e., no hindsight) to increase the probability of the sale of the aircraft?  Focus on market research to understand customer needs and preferences.  Ensure the design aligns with economic feasibility and market demands.  Evaluate alternatives, including smaller, more versatile aircraft.  Incorporate unique selling points to differentiate the Brabazon.  Use a balanced perspective considering technical, economic, and market viewpoints.  Explicitly address uncertainties through probabilistic models.  Periodically revisit decisions based on evolving market conditions and feedback. © Copyright 2024 – University of Michigan-Dearborn.

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