Direction of improvement ¯ ¯ - ­ - - ¯

Units N mm J/m3 mm s Competitors

CD positioning feature in case

Toughness of case materials

Customer importance

External Dimensions
9 = strong, 3= moderate; 1= weak

Force to open

Hinge design

Time to open

Competitor A
Shape case
Strength
1 Crack resistant case 5 3 3 3 3 1 3 3 2
2 Scratch resistant case 4 1 3 2
3 Hinge stays together 4 3 3 9 3 3
Ergonomics
4 Ease of stacking 5 3 3 1
5 Ease of removing linear notes 5 3 1
6 Ease of removing CD 4 3 3 9 1 3
7 Ease of opening case 4 9 3 1 3 3 9
New Features
8 Made of recyclable materials 4 9 3
9 Waterproof 4 3 3 1
10 Cost 5 9 3 9 9
Abs. important 102 130 70 120 111 56 75 664
Rel. important (%) 15.36 19.58 10.54 18.07 16.72 8.43 11.30 100
Rank Order 4 1 6 2 3 7 5 1 - n (n number of Ecs)
 Symbol: ­¯­Ö­­X, S, Yes, No
Competitors Competitor C
Competitor B

4 3
4
5 3

3 4
4
3 3
4

5 4
4 3
5 2

1 - n (n number of Ecs)
 Flat side / top & bottom
Force needed to open

Customer importance
Toughness of plastic

cost of manufacture

CD Case on market
Clearance/CD-case

Improvement ratio

Improvement ratio
Recyclable plastic

New hinge design

Planned CD case
No. times to grab

Improved shape

Relative weight
9 = strong, 3= moderate; 1= weak

Time to open

Sales points
Strength
1. Crack-resistant case 9 1 5 4 5 1.25 5 31.25 0.14
2. Scratch-resistant case 9 4 4 5 1.25 4 20.00 0.09
3. Hinge doesn’t come apart 9 4 3 4 1.33 3 16.00 0.07
Ergonomics
4. Easier opening 3 9 4 3 4 1.33 5 26.67 0.12
5. Easier to remove leaflet 3 4 2 4 2.00 3 24.00 0.11
6. Easier extraction of CD 9 4 3 4 1.33 4 21.33 0.10
7. Fits hand better 9 2 4 3 0.75 5 7.50 0.03
New Features
8. More secure locking 9 3 3 3 1.00 5 15.00 0.07
9. Recyclable plastic 9 4 3 4 1.33 3 16.00 0.07
10. Stacking stability 9 4 3 4 1.33 4 21.33 0.10
11. Cost 9 5 5 5 1.00 5 25.00 0.11
Abs. important 2.06 0.64 0.78 0.36 1.67 0.32 0.86 0.30 0.86 1.00 8.85 224.08 1

Rel. important (%) 23.26 7.26 8.84 4.03 18.91 3.63 9.68 3.40 9.68 11.35 100

CD case now on market 3 6 7 3 1 Rated 1-10

Direction of movement ­ Ö Ö ­ S N X ­ Ö S Symbol: ­¯­Ö­­X, S, Yes, No

Rank Order 1 7 6 8 2 9 5 10 4 3 1 - n (n number of Ecs)

Target value 8 5 6 5 1 Rated 1-10

Numb.
J/cm

mm

RM
sec

Units
N
Direction of improvement ¯ ­ ­ na ­
Units N mm J/m3 mm

CD positioning feature in case

Toughness of case materials

Customer importance

External Dimensions
9 = strong, 3= moderate; 1= weak

Force to open

Hinge design

Shape case
Strength
1 Crack resistant case
2 Scratch resistant case
3 Hinge stays together
Ergonomics
4 Ease of stacking
5 Ease of removing liner notes
6 Ease of removing CD
7 Ease of opening case
New Features
8 Made of recyclable materials
9 Waterproof
10 Cost
Abs. important
Rel. important (%)
Rank Order
 ¯ Symbol: ­¯­Ö­­X, S, Yes, No
s Competitors

Competitor C
Competitor B
Time to open

Competitor A

total of Abs. important

Total of Rel. important (%) = 100
1 - n (n number of Ecs)