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Executive summary
Calvin Klein ltd was a coat shop in York hotel in New York City in 1968 founded by Calvin Klein himself. However Calvin Klein is currently owned by Philips-van Heusen. Mr. Klein himself has been described as "the supreme master of minimalism". Calvin Klein brand has always been with mission statement start with sex: to use sex as a weapon. Each and every product with different companies will have different aim of target market of their customer. As for Ray Ban it is basically targeted to anyone especially when launch out the Ray Ban Junior. Gucci on the other hand aim for the professionals from all aspect which also know as high class design with expensive price. Specammusic is targeted to every on due to the aim of encourage people to healthy and sporty lifestyle. Problem statements, idea generation, lateral thinking technique, idea evaluation are made to defining problems in specific ways and how to develop idea to generate a new product. The idea evaluation also helps to maximize the supporting factors and minimize the restricting factors.
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RAY BAN http://top-10list.org/2011/05/27/top-10spectacle-brands/ TARGETED MARKET -army pilots -youngster -children -sporting people UNIQUENESS -created for army pilots at beginning -give style and protection - stop ultraviolet rays and glare -suitable for all people with lower cost UC2F1110SE
GUCCI http://top-10list.org/2011/05/27/top-10spectacle-brands/ -high budget people -women -office lady - high budget people - sporting people -every one
-Italian fashion manufactures top class spectacles -spectacles for all type of professions - many colors and shape available to choose
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Uniqueness As for the uniqueness, Ray band is originally design for army pilot. Besides that it also has an advance protection which will be the ultraviolet protection which special design for the kids to protect their eyes. Moreover that the Ray band also provide anti glare glass which mean the glass is more solid and not easily broken by pressure. As for the Gucci it was design by Italian manufacture which makes its design perfect math and high class. Many types of design can be found by Gucci and colors will be never a problem to them. Gucci also has special design for all the professionals from all aspect.
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Limitation However, nothing is perfect in this world even the greatest creation have its limitation. For the Ray Band spectacle, there are not many choices of design and color for the spectacle. Since it has come out with the anti glare and ultra violet protect, the price for it also increase dramatically. As for Gucci, even though there are lots of design and colors which can be wisely chosen by the customer but its price would be the highest compare in these three products. On the other hand Gucci also dint specialized design for kids, as well as anti glare glass and ultra violet protection. Last but not lease, specammusic has limitation such as battery life can't spend long and need to recharge one it's run out of battery. For non spectacle user might find specammusic uncomfortable to use and the price of specammusic also an important issue for it to develop.
Technology Used In Design As we can see the technology have been stated above which Ray Band use ultra violet ray protection with an extra anti glare glass. Gucci have not use any advance technology. Last but not lease is specammusic has Bluetooth in order to connect to others headset. Internal build in storage for Mp3 and camera. The glass technology will be anti-glare and UV protection to avoid physical damage.
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Source
Features
Battery
MP3
Camera
Glass
Rechargeable
Listen music
Waterproof
UV protection
Anti-Glare
Specammusic
Figure 1 lateral thinking (self-made) Opening Lateral thinking is about moving sideways when working on a problem try different perceptions, different concepts and different points of entry. Conclusion Lateral thinking help to think for the idea from different perception, concepts and points of entry enable user to come out with new solution and idea. This also enables the successful of developing Specammusic which combine of camera, Mp3 and spectacle become realistic.
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thick
UV protection
trasparent
purple
wood
aluminium
Eyes care
convenient Benefit
average
good
Specammusic Express
Camera quality
stylish
creative
exelent
poor
storage
professionals
8gb
16gb
kids
64gb
32gb
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3 4
blue + plastic + good + 64GB + expensive + male + convenient + myopia Transparent + stainless steel + excellent + 32GB + high + professionals + relax + thin Table 5 (self-made)
Evaluation The best outcome that is chosen is Pink + Titanium + excellent + 32GB + high + Female + stylish + Sun block This is because majority of the female customer also like pink and its material is titanium which will make the spectacle become very light. It's very important that girl choose a spectacle which will make them more self-confident. The advantages of attributes listing is when list down a project attributes, it's easy to brainstorm how that attribute can be altered, improved, combined or subtract to contribute more positively ideas to the overall project. The disadvantage is the table might looks complicated if the user does not understand how its work. Last but not lease it's also might face some barrier such as the attribute and information might have redundancy.
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Helmet
Rolex Watch Stylish adult expensive Water proof valuable punctuality Table 6 (self-made)
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4 5 6
Comfortable + water proof + rechargeable Light + valuable + technology Blue + punctuality + mp3 Table 7 (self-made)
Evaluation The best outcome for the above is Protection + stylish + convenient This is because spectacle should provide protection to the user mainly encourage is to the entire user. Another factor is the stylish can bring self confidence to the user. The advantage of force fitting trigger is it gathers pictures with different function and usage in order to trigger out new idea. Attributes can be combining to make up a perfect idea. (Proctor T, null) The disadvantage is the picture might hard to gain information or attributes are hard to think out just but viewing the picture. When it happened, the whole technique will be ruin.
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Market research
Ultra violet ray protection Design Safety protection Solid and hard crystal glass/ unbreakable Using rechargeable battery to provide energy Bluetooth can be use to connect
Design a new spectacular with additional function for the market in 5 years
Tecnology
Mp3 will be include in the spectacular High quality camera can use to record video
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Advantage-the efficiency of work. -same amount of time and easily add more ideas or links -easy to remember
Disadvantage-needed to redraw the mind map -Map will be personal -could hard to understand by other reader
Attribute listing
Advantage-it's easy to brainstorm how that attribute can be altered, improved, combined or subtract, contribute
Disadvantage- might looks complicated -the attribute and information might have redundancy
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Disadvantage- hard to gain information or attributes -hard to think out just but viewing the picture - the whole technique will be ruin
Concept fan
Advantage-divides approach of thinking to 4 levels -provide new way of idea generation -new way of solution thinking
Disadvantage- lead them to a dead end of thinking -without a proper leading way
Table 9 (self-made)
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Battery
Bluetoot h
Camera
Flash
Titanium Material
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On/Of f
Bluetooth
USB Port
Play
Design
As seen from the picture of the product, the design of Specammusic express is bigger than the normal spectacle we can see commonly. This is because the design needs to be filling up with extra features that have never come out with. To avoid the weight of the Specammusic express become heavier, titanium will be use as the material for the design.
Function
Function come out with this new product is there is a camera which can be use to capture a picture or even work as video recorder. Second function of this spectacle is help gain eyes protection from ultra violet.
Features
The features of Specammusic express will be a stylish spectacle which can change the lens and become sun glasses. Another features is the lens of the spectacle can be take off and change. The glass also will be special made by anti glare glass and ultra solid which make it unbreakable. MP3 with Bluetooth function will be also available in this product where the user can connect their Bluetooth head phone to it.
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Price
-RM 500 - normal glass, normal material, MP3, Bluetooth, Camera (low), storage (small). -RM 700 - UV- anti-glare glass, stainless steel, MP3, Camera (medium), Storage (medium). -RM 1000 - UV- anti-glare glass , stainless steel, MP3, Camera (good), Storage (big). -RM 1500 - UV- anti-glare- unbreakable glass, titanium, MP3 , Camera (advance), Storage (large).
Analysis
Company Name\ PRODUCT
GUCCI http://top-10list.org/2011/05/27/top-10spectacle-brands/ -high budget people -women - high budget people - sporting people Page 25
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Kids (below 12 years old) age Teenager (13>17 years old) Adult (above 18 years old)
gender
Male Female
Student Professionals occupation Professor Office worker traveler Demographic kindergarten Secondary school College education University
area
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+3
-3
+3
-4
+4
Specam music
-3
+3
-2
+5
-4
+18
Total
-16
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Minimize restricting factors One of the restricting factors that Specammusic has is price can be too high to some of the customer. To overcome this issue Specammusic should have local manufacture to each of the area or country. This can reduce massive cost of delivery to the others country. Another factor is Specammusic battery cannot last longer than 8 hours and need to be recharging once it's run out of battery. Some modify can be made to the Specammusic so that it can use solar energy as its source to recharge the battery. Maximize supporting factors One of the supporting factors of Specammusic is the glass of it which comes with UV protection and anti glare function. To maximize this factor, advance protection of the glass can be add in such as an unbreakable glass for it. There for they will be reduce of customer physical damage due to the broken glass. Last but not lease, the other supporting factor is the glass lens of Specammusic can be change. To improve on this factor color and design of it can be provide in variety of colors. The customer can also ask the company to custom made a special and unique Specammusic. Conclusion In conclusion the idea evaluation of FFA enables user to improve their product base on the numeric points given above. FFA does help to find solution to improve where the supporting and restricting factors has been defined clearly.
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+3
-2
+3
-2
+5
Specam music
-2
+4
-1
+5
-2
+20
Total
-9
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Outcome Scores of supporting factor Scores of restricting factor Total (+3)+(+3)+(+5)+(+4)+(+5) = +20 (-2)+(-2)+(-2)+(-1)+(-5) = -9 (+20) + (-9) = +11 Table 12 (self-made)
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Specammusic 19 Table 14 (self-made) Legend Excellent Good Moderate Poor Bad Table 15 (self-made)
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CRI Final Documentation TP019751 Yong Hong Man References and Citation
Proctor. T., 2005, Creative Problem Solving for Managers: Developing Skills for Decision Making [online], 2nd Edition, UK, Amazon, Available from http://books.google.com.my/books?id=vVVi7Qc2H0AC&pg=PA107&lpg=PA107&dq=what+is +force+fitting+trigger&source=bl&ots=gPUFsBEWD0&sig=8CUneGDZFbezVLYZ34ejKUbvzQ&hl=en&ei=PYUFTr7TM4m3rAeUjycDA&sa=X&oi=book_result&ct=result&resnum=4&ved=0CCwQ6AEwAw#v=onepage&q&f =false
De Bono,Edward (1970), lateral thinking: creativity step by step. [Online] Available from http://wilk4.com/humor/humore14.htm
Kawasaki Guy Stanford 2011, enchanting company, [online] available from https://sen.stanford.edu/e-week/blog/2011/03/03/kawasaki-gives-stanford-entrepreneurs-keysbuilding-enchanting-companies
Deborah Edwards-Onoro, how to enchant your customer, [online] available from http://deboraheo.posterous.com/top-takeaways-from-how-to-enchant-your-custom
Guy Kawasaki 10 steps to the art of innovation,2009, [online] available from http://educationinnovation.typepad.com/my_weblog/2009/07/guy-kawasakis-10-steps-to-the-artof-innovation.html UC2F1110SE Page 38
The road to a solution, generating ideas, 2008 [online] available from http://www.tuition.com.hk/ideas.htm Skills for learning, university of Greenwich, [online] available from http://greguns2.gre.ac.uk/Registry/StudentOffice/stwebpag.nsf/webname/TakingNotes?OpenDocument& ExpandSection=5%2C4#_Section5
Problems definition, develop problem statement, 2005, [online] available from http://contextsensitivesolutions.org/content/reading/problem-definition-3/
Tools and techniques, 2007, global creativity cooperation, [online] available from Russell P., 1997, Advantages of Mind Maps [online], Available from http://www.peterrussell.com/MindMaps/Advantages.php
http://innovationstyles.com/isinc/content/toolstechniques0.aspx Compilation of technique gathered, [online] available from http://eng50411.tripod.com/psolving.htm Gucci collection, 1988,[online] available from http://www.gucci.com/int/home Tooling U, 2011, Problem Statement [online], ToolingU, Cleveland, Ohio, Available from http://www.toolingu.com/definition-900310-14211-problem-statement.html
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