BM006-3-2CRI

Individual Assignment

Page 1 of 8

Learning Outcomes Upon completion of this assignment, students should be able to: Understand how to utilise the creative problem solving approach to handle the various managerial challenges in an organisation and help with the process of new product development. Utilise creative thinking techniques such as lateral thinking and brainstorming to solve business problems and appraise their usefulness. Understand how creative thinking and critical thinking are complementary to each other and how both can be used to achieve effective solutions and ideas.

Objectives of the Assignment To show ability in finding facts and defining the problems for the purpose of establishing the framework for idea generation. To display the competencies of using the creative tools and techniques for idea generation. To exhibit the competencies in evaluating ideas and making comparison against available alternatives. Assignment Description You are an executive manager of a company that manufactures consumer goods (the company must currently exist in the market local or international). The business needs to introduce a new product in order to sustain its competitive position in the market. As such, you are called by the company CEO to come up with a new product offering and present to him a proposal of a novel product concept that appeals to the markets interest next month. Your proposed product concept needs to be feasible to be produced and marketed within FIVE (5) years. Upon receiving this assignment, you have decided to use the Creative Problem Solving technique to achieve the objective of this task. Requirements You are to write a proposal of approximately 2,000 words in business format and to submit it at the stated date of assignment submission with softcopy in the form of CD attached to your proposal document. Your written proposal must include evaluation of the techniques and tools used for idea generation and idea evaluation. Your proposal must be accompanied with a report of a survey made to TWO (2) lecturers and TWO (2) students from different disciplines (e.g. computing, engineering, and business) in order to get feedback about your proposed product concept. The survey report (to be written in the appendix) needs to indicate the names of the respondents and their field of specialisation for the markers to verify the authenticity of the survey. Later, you are required to respond to the comments given by your interviewees in regards to your proposed product concept and give suggestions on how it can be improved in the Idea Evaluation section.

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 2 of 8

Instead of just inquiring what the interviewees like about your idea, you should ask them what the problems or challenges are in introducing your product concepts, how feasible it is in making such product and what recommendations for improvement they can give. Guide to Writing Your Proposal To facilitate your proposal, the following guidelines are given:Problem Finding, Fact Finding, and Objective Finding 1. Select a problem area of your choice. In order to establish the relevant context for your idea generation, you will be required to select a company currently in existence in the market. The company can either be local or international. This company could be from any industry producing consumer goods (e.g. clothes, pens, shoes, handphones, game devices, computer accessories, etc).

2. Establish the problem by identifying the scope for your idea generation. You are required to use the Laddering Technique in doing this exercise and to present at least THREE (3) levels of analysis. You can use a modified Laddering Technique by combining with lateral thinking approach.

3. Perform a competitor analysis that considers at least TWO (2) competing alternatives to your product concept. The competing alternatives can comprise of direct or indirect substitutes. You are to identify the weaknesses of these competing alternatives in order to find ways to establish the superior value for your product concept. In addition, you should also analyse their strengths in order to use them as benchmarks when considering your product concept.

4. Identify the characteristics of your target market using the different segmentation bases (you are not required to explain what the segmentation bases are). This is important in order to show how relevant your product concept is to the target market. It is possible that the proposed product to be targeted at different market segments. You need to be specific when presenting the profile of your target market. A good proposal will have statistical data to support in order to show the marketability of the product concept. The data can either be obtained from secondary sources (i.e. published information) and/or from your primary research. You are advised to make reference to Marketing and Consumer Behaviour textbooks when doing this exercise.

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 3 of 8

Idea Generation and Product Description 5. Apply ideation techniques on the problem area and select some of the most appropriate and advantageous ideas. These ideation techniques will include Mind Mapping (using mind mapping software to draw which can be obtained from the Internet), SCAMPER or Checklist, Attribute Listing, Concept Fan, Lotus Blossom and Force Fitting Trigger. Following are specific guideline on how you should present the use of each idea generation technique: Draw a mind map in landscape form filling at least 70% of the entire page. For attribute listing, present at least FIVE (5) attributes and under each attribute, give at least SIX (6) available or potential alternatives. For SCAMPER, make reference to an existing product or your own basic product concept. Choose only the items from SCAMPER that are relevant for consideration and present your ideas in a table format. (However, it is not necessary for you to consider all items. However, you should not give a general statement such as add more functions and feature so the product can be better. You are required to provide specific details in regards to each item used. For Lotus Blossom, you are to fill up at least 70% of the total boxes with items/alternatives. To draw the Concept Fan, you are to present in FOUR (4) levels problem, direction, concepts and ideas. In your concept fan, you are to provide ONE (1) problem, at least TWO (2) directions, a minimum of FOUR (4) concepts and at least SEVEN (7) ideas. For Force Fitting Trigger, you are to use any THREE (3) photos, pictures or combination that is not immediately related to their product concept. You need to establish SIX (6) keywords for each photo or picture. Then, using one keyword from each picture or photo, create THREE (3) combinations and have each established combination form an idea. In order to obtain higher marks, students should present the utilisation of techniques and tools in the required structured and with creativity. For each technique you used, you are to write your evaluation on its usefulness and limitations.

6. If you are developing your product concepts based upon an existing idea or product, then you are required to provide the source of information where the initial product or original idea came from.

7. Prepare a product concept according to the selected ideas. Your product must have plausible commercial viability and superior value(s) that differentiate itself from other available competition and can be feasible to produce and market within FIVE (5) years.

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 4 of 8

8. If your product incorporates any complex technologies such as 3G, Bluetooth, holograms, USB, touch-base interactive functions, etc., you are then required to provide articles to explain these technologies in your appendix. Check with the lecturer if you are uncertain whether information about the technologies used should be provided in your written proposal. This is to assist the first and second marker to understand the technologies used, to determine their stages of development and to assess the viability of the product concept.

9. You are required to describe your product supported by visual representations in the form of sketches, pictures or photos. Your visual representations can be hand-drawn or computer generated. If your product visuals are hand-drawn, you are then required to scan them and put into your proposal in order to make them look as organised parts of the whole document.

10. You need to indicate the proposed price for your product concept. The price must be relevant to the target market (and as such, the specific range of the income level of the target market needs to be provided)

Idea Evaluation 12. Explain how the idea works and how it would appeal to the market that you have targeted. Evaluate the attractiveness and compatibility of your idea by supporting your explanations with proper and relevant evidences. To evaluate the idea of your product concept, you are required to use Force Field Analysis (FFA), Sticking Dots/Squares/Stars/Smileys (if your product and your competitors share similar characteristics; e.g. two different translation devices) and Plus-Minus-Interesting Analysis (if your product and your competitor do not share any or much common characteristics for evaluation; e.g. a translation device and a human translator). 13. For FFA, you are to identify at least FOUR (4) supporting factors and FOUR (4) restricting factors, assign each of them score (from 1 to 5) and then calculate the net total. After the initial FFA, you are to give suggestions on how to minimise the restricting factors and maximise the supporting factors. Next, draw another FFA taking into account of the suggestions made with the adjusted score. 14. In doing Sticking Dots/Squares/Stars/Smileys, you are required to make analysis of FOUR (4) attributes. 14. You are to perform a survey asking TWO (2) students and TWO (2) lecturers from at least TWO (2) different disciplines to provide you with feedback in regards to your product concept. The data collected will need to be inserted as appendix and in your
Level 2 Asia Pacific University College of Technology and Innovation 200907

BM006-3-2CRI

Individual Assignment

Page 5 of 8

evaluation. You are to give recommendations on how to improve on your product concepts based upon the feedback collected. Structure for Your Proposal You are advised to follow the layout below in documenting your work: - Cover page - Executive Summary - Table of Contents - Introduction include company profile and problem finding - Competitor Analysis - Idea Generation - Market Identification (this can be before idea generation; arrange according to your own discretion) - Idea Evaluation - Reference List - Appendix Cover Page The cover page of your assignment need to include the following elements - UCTI logo - Name of your product - Student Name - Student No. - Intake - Module Name - Lecture Name - Submission Date - Word Count Executive Summary In your executive summary, students need to indicate the following: - Name of the proposed product concept - Company you are making the proposal to - Type of product proposed and (if applicable) the technologies used - Needs of the market identified (to show the reasons why the proposed product concept can solve the current problem or problems faced by customers in the market) - Names of the competitors and their competing alternatives - Proposed price of the product - Idea generation tools and techniques used - Idea evaluation tools and techniques used

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 6 of 8

Format of Writing You are to use the following format of writing. - Font type: Arial or Times News Roman - Font size: Heading 16pts, subheading 14pts, normal writing 12pts - Line spacing: 1.5 - Caption and the source of information are to be given to each diagram, chart, and table used in your answer. References and Citations References and citations are to be written according to Harvard Referencing System. Ensure the format you use for writing your citations and references is consistent throughout the document. Ensure each citation has its corresponding reference and each reference has its citation in the answer. In Harvard Referencing, no bullets and numbering is required in the references. However, you will need to present the references in ascending alphabetical order (i.e. from A to Z) You need to make at least TEN (10) references. You should on no account make reference to www.wikipedia.com, www.about.com, or the likes as sources for your work. These websites can be useful to provide you with the definitions and the general ideas about the concepts within the module but it is not acceptable to be inserted into your academic writing. Word Penalty A sliding scale of penalties for excess length will be imposed according to the amount by which the limit has been exceeded. Your word count must be indicated on your cover page. Word Count 2,001 2,200 2,201 2,400 2,401 2,600 2,601 and above Penalty No penalty 10% penalty of the total mark 20% penalty of the total mark Marks will be capped at a pass (i.e. 50%)

Words in diagrams, charts, tables, captions, citations and references are not considered into the word count.

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 7 of 8

Additional Information The idea of innovation in this assignment will be seen in objective manner meaning the product concept you proposed must not exist in the market around the world (Note: This can be verified by the marker via online by typing in the relevant keywords) and not from a subjective perspective where the idea, if applied, is considered novel to an individual, an organisation or a nation. This is to avoid students having simply copy an idea or taking a product which already exist in another country than merely applied to the country and market of their choice which shows no creative effort. However, this does not mean that students have to create something new from scratch. They can use those ideas or products that already exist and propose something new by combining two or more different functions, using different materials, modifying the existing product for different use, rearranging the parts of the product, minimising the size, etc. as long as the proposed product concept can appeal to the market and effectively compete with the competitors.

Useful Websites Students are encouraged to refer the following websites for ideas: Tancher The Electronic Design Company, accessible at www.tancher.com/news.php Engadget, accessible at www.engadget.com GadgetExtra, accessible at www.gadgetextra.com Gadgets Reviews, accessible at www.gadgets-reviews.com CNet, accessible at www.cnet.com InventorSpot, accessible at www.inventorspot.com, a good website to get ideas but students have to ensure the ideas strong possibilities of being applied commercially meaning it is viable to be economically produced and be marketed to earn desirable return Following are some useful websites with information on idea generation and idea evaluation tools: - MindTools, accessible at www.mindtools.com - MyCoted, accessible at www.mycoted.com - Innovation Tools, accessible at www.innovationtools.com

Level 2

Asia Pacific University College of Technology and Innovation

200907

BM006-3-2CRI

Individual Assignment

Page 8 of 8

E. Marking Criteria Criteria No. 1 Items Objective Finding, Fact Finding and Problem Finding include the market segmentation, marketing targeting, and competitor analysis Idea Exploration and Generation utilisation, conclusion and evaluation Idea Evaluation utilisation, conclusion and evaluation Product Concept Description include visual and written description, explanation on the technology used and proposed selling price Overall Quality of the Paper which include presentation, structure, format, citations, references, language, spelling, grammar and relevance Total Marks allocated 20%

25%

3 4

25% 10%

20%

100%

Important note: If the proposed product concept does not adhere the assignment requirement of introducing a new consumer good and/or it does not address the needs of the target market or the target market is not written specific enough to establish the relevance with the proposed product concepts, students marks will be capped at a minimum PASS i.e. 50 marks.

Level 2

Asia Pacific University College of Technology and Innovation

200907