This case discusses the strategy adopted for improving the Product Development process, identified as the primary factor to have competitive edge. A comprehensive model was developed based on the identified dimensions for improving the product development process throughout the manufacturing supply chain. Several methods of implementing concurrent engineering were reviewed, and Readiness Access to Concurrent Engineering (RACE 2) model was chosen as the base for the modified model. The major challenges were (1) improve inter-organizational PD practices and (2) determining where and how to improve the PD process.