CRI Assignment apiit ucti

CRI Final Documentation TP019751 Yong Hong Man

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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CRI Final Documentation TP019751 Yong Hong Man Table of Contents Executive summary ....................................................................................................................................... 1 Introduction ................................................................................................................................................... 4 Objective statement ....................................................................................................................................... 5 Competitor Analysis .................................................................................................................................. 6-7 Target market ............................................................................................................................................ 7 Uniqueness ................................................................................................................................................ 7 Limitation.................................................................................................................................................. 8 Technology Used In Design...................................................................................................................... 8 Lateral thinking ............................................................................................................................................. 9 Problem Statement ...................................................................................................................................... 10 Idea Generation ...................................................................................................................................... 11-17 Mind mapping .................................................................................................................................... 11-12 Attribute listing .................................................................................................................................. 14-14 Force fitting trigger ............................................................................................................................ 16-16 Concept fan ........................................................................................................................................ 18-18 Idea summary ......................................................................................................................................... 20-20 Product description ................................................................................................................................ 22-24 Design ..................................................................................................................................................... 24 Function .................................................................................................................................................. 24 Features ................................................................................................................................................... 24 Technology ............................................................................................................................................. 25 Price ........................................................................................................................................................ 25 Analysis .................................................................................................................................................. 25 Market Identification ............................................................................................................................. 27-28 Idea Evaluation ...................................................................................................................................... 30-32 Dot Sticking Analysis ................................................................................................................................. 34

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CRI Final Documentation TP019751 Yong Hong Man Analysis on comparison .......................................................................................................................... 35 Dice ............................................................................................................................................................. 36 Conclusion .................................................................................................................................................. 37 References and Citation ......................................................................................................................... 38-38 Appendix ..................................................................................................................................................... 41

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CRI Final Documentation TP019751 Yong Hong Man Introduction 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. In this assignment, CK has developed a new kind of spectacle which combine of different functions together to make it Deep, Intelligent, Complete and elegant like the wise man Guy Kawasaki said. Last but not lease the interview section has been done to obtain useful feedback from the customer. This is to improve the product base on the demand and feedback of the customer.

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CRI Final Documentation TP019751 Yong Hong Man Objective statement This specammusic express is developed to encourage sporting life style due to the modern decrease the outdoor activity and exercise of human. Another purpose is to capture with flexibility and easy.

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CRI Final Documentation TP019751 Yong Hong Man Competitor Analysis Opening Competitor analysis is very important for every CEO to plan for their strategy by obtain the product information of other competitors in order to compete with them. There are lots of competitors in spectacle industry but still there are some main companies that could be a strong threat to Calvin Klein (ck), which are Ray Ban and Gucci who aim on high quality and design features. The table below shows the features and product description of the products of CK, RB and Gucci.

Company Name\ PRODUCT

RAY BAN

GUCCI

http://top-10-

http://top-10-

list.org/2011/05/27/top-10-

list.org/2011/05/27/top-10-

spectacle-brands/

spectacle-brands/

TARGETED

-army pilots

-high budget people

- high budget people

MARKET

-youngster

-women

- sporting people

-children

-office lady

-every one

-created for army pilots at

-Italian fashion

- titanium material for

beginning

manufactures top class

design

-give style and protection

spectacles

-Mp3

- stop ultraviolet rays and

-spectacles for all type of

-Camera

glare

professions

- glass can be change

-suitable for all people with

- many colors and shape

lower cost

available to choose

-sporting people UNIQUENESS

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CRI Final Documentation TP019751 Yong Hong Man LIMITATION

-not many choices

-expensive

- a bit expensive

- might expensive for chosen

- not anti glare

-battery life

anti glare/ ultraviolet

- not for kids

-might uncomfortable to

protection

non spectacle user - need to recharge battery

TECHNOLOGY -anti glare USED IN

-nil

-UV protection

DESIGN

-Bluetooth -Mp3 -Camera -UV protection, anti glare

Table 1 comparison (self-made) Evaluation Target market 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.

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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CRI Final Documentation TP019751 Yong Hong Man Specammusic has uniqueness such as design using titanium material which make the weight very light. A camera which can use to record video and Mp3 available where the user can listen to the music anytime any place.

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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CRI Final Documentation TP019751 Yong Hong Man Lateral thinking Spectacle

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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CRI Final Documentation TP019751 Yong Hong Man Problem Statement Who

Who will be the target customer

Why

Why this product need to be invented to this market

Where

Where is the location of the product target to

What

What are the function of the product

Which

Which product will get the main concern of the customer

How

How long the warranty of the product Table 2 problem statement (self-made)

Problem statement which means that problem must be stated in term and must be framed in a way so that they can lead to solution.

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CRI Final Documentation TP019751 Yong Hong Man Idea Generation Idea generation is the process of creating ideas. The process includes the process of constructing the idea, innovation the concept, developing the process and bringing the concept to reality. Mind mapping Opening Mind maps, develop by Tony Buzen are an effective method of note taking and useful for the generation of ideas by associations. Once mind map is drawn, it seldom needs to be referred again. (Eng Tripod, nil)

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CRI Final Documentation TP019751 Yong Hong Man

thick

UV protection

black

red

trasparent

purple

wood

aluminium

material

plastic

titanium

color Anti glare

Eyes care

Glasses type

normal

convenient

Specammusic Express

Benefit

stylish

creative

Targeted user

average

good

exelent

poor

Camera quality

storage price

professionals

teenager Expensive

kids

8gb

16gb

64gb

32gb

high

Senior citizen average

low

Figure 2 mind map (self-made) UC2F1110SE

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CRI Final Documentation TP019751 Yong Hong Man Outcome 1

transparent+ titanium + excellent + 64GB + expensive + professionals + convenient + UV protection

2

Purple + aluminum + good + 32 GB + average + kids + eyes care + anti glare

3

Red + plastic + average + 16GB + high + teenager + stylish + normal

4

Black + wood + poor + 8GB + low + senior citizen + creative + thick Table 3 (self-made)

Evaluation Out of the four outcomes give the best outcome is: Purple + aluminum + good + 32 GB + average + kids + eyes care + anti glare This is the best because kids' need eyes care so that it can have more protection and anti glare is suitable for kids where the glass can never be scratched. The advantage of mind mapping is the efficiency of work. It can record more in same amount of time and easily add more ideas or links later. It's also easy to remember due to straight to the point way. (Tony Clelford, 1992) The disadvantage will be needed to redraw the mind map later on because it's basically made up of draft paper. Map will be personal and could hard to understand by other reader since reader dint create for the keywords.

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CRI Final Documentation TP019751 Yong Hong Man Attribute listing Opening Attribute listing is breaking down the problems down into smaller bits and" seeing what you discover when you do. "This technique is especially useful with highly complex projects which may have lots of attributes. (communicorps.org, 2009) Color

Material

Camer

Storag

a

e

Price

Targeted

Benefit

user

Glasses type

Quality Black

purple

Aluminu

Very

m

poor

Wood

poor

2 GB

Very low

Kids

Eyes care

4GB

low

professional stylish

Thick

Thin

s transparen Titanium

medium

8GB

Average

Student

t Red

plastic

good

16GB

medium

Male

convenien Anti t

glare

creative

UV protectio n

Yellow

Carbon

better

32GB

High

Female

relax

fiber pink

blue

green

block

Stainless

excellen 64GB

steel

t

cobalt

Half

nylon

Sun

Expensive

teenager

Eyes

Protectiv

protection e 128GB

Very

Senior

Can listen Myopia

HD

expensive

citizen

mp3

Full HD 500GB

Unaffordabl

student

record

Hyperopi

video

a

e Table 4 (self-made)

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CRI Final Documentation TP019751 Yong Hong Man Outcome 1

Pink + Titanium + excellent + 32GB + high + Female + stylish + Sun block

2

Yellow + Carbon fiber + better + 32GB + high + Female + relax +Sun block

3

blue + plastic + good + 64GB + expensive + male + convenient + myopia

4

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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CRI Final Documentation TP019751 Yong Hong Man Force fitting trigger Opening The idea of force fitting trigger is to force-fit combination of attributes that one associates with an unrelated project or product to the problem with which one is preoccupied. It's also help to spark off ideas in people mind. (Tony Proctor, nil)

Helmet

Rolex Watch

I-phone

Safety precaution

Stylish

Convenient

Protection

adult

Touch screen

All user

expensive

Multi function

Comfortable

Water proof

Rechargeable

Light

valuable

Mp3

Blue

punctuality

Technology

Table 6 (self-made)

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CRI Final Documentation TP019751 Yong Hong Man Outcome 1

Protection + stylish + all user

2

Safety precaution + adult + Touch screen

3

Multi function + Expensive + convenient

4

Comfortable + water proof + rechargeable

5

Light + valuable + technology

6

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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CRI Final Documentation TP019751 Yong Hong Man Concept fan Opening Concept fan is developed by Edward De Bone which can help to taking a step back to get a boarder perspective. There by a new view of the problem and new ways of solving the problem. (Toolkit, nil)

Market research

Convenience and cheap

Custom made design

Ultra violet ray protection Design

Safety protection Solid and hard crystal glass/ unbreakable

Design a new spectacular with additional function for the market in 5 years

Tecnology

Combining current technology

Using rechargeable battery to provide energy Bluetooth can be use to connect

Mp3 will be include in the spectacular

New features added

High quality camera can use to record video

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CRI Final Documentation TP019751 Yong Hong Man Outcome 1

Custom made design + UV protection + using rechargeable battery + MP3

2

Convenience and cheap + solid crystal glass + Bluetooth + HD camera

3

Convenience and cheap + custom made design + UV protection + MP3

4

MP3 + Bluetooth + HD camera + custom made design Table 8 (self-made)

Evaluation The best outcome for the above is Custom made design + UV protection + using rechargeable battery + MP3 This is because spectacle can have more buyers when it's come with custom design and mp3 could be another selling point which is very creative. UV protection also can protect the eyes from damage. The advantage of concept fan is it divides approach of thinking to 4 levels which can help to provide new way of idea generation as well as new way of solution thinking. The disadvantage is if this technique is use by less idea people, it might lead them to a dead end of thinking due to this technique need to have more ideas thinking without a proper leading way.

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CRI Final Documentation TP019751 Yong Hong Man Idea summary Mind mapping

Purple + aluminum + good + 32 GB + average + kids + eyes care + anti glare

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

Pink + Titanium + excellent + 32GB + high + Female + stylish + Sun block

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

Force fitting

Protection + stylish + convenient

trigger Advantage-gathers pictures with different function to trigger out new idea

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CRI Final Documentation TP019751 Yong Hong Man -Attributes can be combining

Disadvantage- hard to gain information or attributes -hard to think out just but viewing the picture - the whole technique will be ruin

Concept fan

Custom made design + UV protection + using rechargeable battery + MP3

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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CRI Final Documentation TP019751 Yong Hong Man Product description

Battery

Bluetoot h

Flash Camera

On/Of f

Titanium Material Lens can be change

Camera

Flash

Titanium Material

Lens can be change

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CRI Final Documentation TP019751 Yong Hong Man

On/Of f

Bluetooth

USB Port

Next Previous

Stop

Play

Figure 4,5,6,7 products (self-made)

Explanation UC2F1110SE

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CRI Final Documentation TP019751 Yong Hong Man Opening This specammusic express is developed to encourage sporting life style due to the modern decrease the outdoor activity and exercise of human.

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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CRI Final Documentation TP019751 Yong Hong Man Technology The technology that involve in this product will be Bluetooth at the first place. The Bluetooth is a communication technology which can help to connect two different devices. Bluetooth is use to connect MP3 of the spectacle to Bluetooth headset. Another technology involve is camera which can use to capture picture as well as record video. A build in storage device will be added in order to keep the data. The glass will be using ultra thin; UV protection and anti glare technology which can make the glass more durable. Price will be available for different budget of the customer due to the performance of the product.

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

RAY BAN

GUCCI

http://top-10-

http://top-10-

list.org/2011/05/27/top-10-

list.org/2011/05/27/top-10-

spectacle-brands/

spectacle-brands/

TARGETED

-army pilots

-high budget people

- high budget people

MARKET

-youngster

-women

- sporting people

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CRI Final Documentation TP019751 Yong Hong Man -children

-office lady

-every one

-created for army pilots at

-Italian fashion

- titanium material for

beginning

manufactures top class

design

-give style and protection

spectacles

-Mp3

- stop ultraviolet rays and

-spectacles for all type of

-Camera

glare

professions

- glass can be change

-suitable for all people with

- many colors and shape

lower cost

available to choose

-not many choices

-expensive

- a bit expensive

- might expensive for chosen

- not anti glare

-battery life

anti glare/ ultraviolet

- not for kids

-might uncomfortable to

-sporting people UNIQUENESS

LIMITATION

protection

non spectacle user - need to recharge battery

TECHNOLOGY -anti glare USED IN

-nil

-UV protection

-Bluetooth -Mp3

DESIGN

-Camera -UV protection, anti glare Table 10 (self-made)

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CRI Final Documentation TP019751 Yong Hong Man Market Identification Market identification is the process of using income, demographic, and life style characteristics of a market and census information for small areas to indentify the most favorable location. (Laura Lake, 2011) Illustration

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

RM 3000 > 5000 Income UC2F1110SE

RM 5000 above Page 27

CRI Final Documentation TP019751 Yong Hong Man level

Malaysia Korea Japan country

Australia Philippine Thailand

Geographic

China

Winter Summer Autumn climate

Spring

area

Town Village Countryside

Interest Stylish

Psychographic

Modern Creative

lifestyle Healthy Sporty anyone Table 11 (self-made) UC2F1110SE

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CRI Final Documentation TP019751 Yong Hong Man Demographic The target market for the Specammusic is for the teenager and adult which suitable for female and male because it's come with all type of different colors and features. Adult who like to travel or outdoor activity will be highly targeted as the user can use the product during the daily activity. Education is not a barrier to the target customer due to Specammusic is an easy operate device. Geographic Since the idea of Specammusic have been developed, it's was plan to sell every nation in this world because the main objective of Specammusic is to encourage people to have outdoor activity and healthy life style. It can be using in every nation where there are no restriction for Specammusic to motivate people with healthy life style. Weather and are also will not be a problem since Specammusic is design for outdoor. Psychographic Last but not lease Specammusic is also targeted to the people who have interest on stylish, modern and creative product. Specammusic is most targeted to the person who having healthy and sporty life style but it's also can be target to others since the main purpose of Specammusic is to encourage people having healthy and sporty life style.

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CRI Final Documentation TP019751 Yong Hong Man Idea Evaluation Before improvement

Restricting factor Figure 8 (self-made)

Supporting factor

Extreme light (titanium material)

+3

-3

Easy to bring/ convenience

+3

-4

UV protection/ antiglare glasses

+4

Glasses can be change

Advance features and function

Price can be high

-3

Non spectacle user fell uncomfortable

+3

-2

Government regulation on camera

+5

-4

Need external headset device to connect

+18

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Battery cannot last long

Specam music

Total

-16

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CRI Final Documentation TP019751 Yong Hong Man Outcome Scores of supporting factor

(+3)+(+3)+(+4)+(+3)+(+5) = +18

Scores of restricting factor

(-3)+(-4)+(-3)+(-2)+(-4) = -16

Total

(+18) + (-16) = +2

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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CRI Final Documentation TP019751 Yong Hong Man After improvement Figure 9 (self-made)

Extreme light (titanium material)

+3

-2

Battery can recharge by solar power

Easy to bring/ convenience

+3

-2

Build local manufacture to decrease price

UV protection/ antiglare glasses

+5

-2

Launch out sampling and market research

+4

-1

Research on government regulation

+5

-2

Add built-in head set.

Glasses can be change

Advance features and function

+20

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Specam music

Total

-9

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CRI Final Documentation TP019751 Yong Hong Man

Outcome Scores of supporting factor

(+3)+(+3)+(+5)+(+4)+(+5) = +20

Scores of restricting factor

(-2)+(-2)+(-2)+(-1)+(-5) = -9

Total

(+20) + (-9) = +11 Table 12 (self-made)

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CRI Final Documentation TP019751 Yong Hong Man Dot Sticking Analysis Opening Dot sticking is a good way to engage a wide number of stakeholders in concept selection. Simple and easy to administer, but does now necessarily provide rich feedback behind the reasons or motivation for choice. (James Moultrie, nil) Attributes

Ray Band

Gucci

Specammusic

Design Price Features Uniqueness Technology used Table 13 (self-made) Outcome Ray Band

13

Gucci

15

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 Analysis on comparison Lowest Specammusic score the lowest in the price section compare to Gucci is. This is because of Gucci which is design originally from Italy which make its price goes so high. One the other hand Ray band score the same to specammusic because of Ray band have it own special features which are the UV protection and anti glare technology. Good Specammusic score good compare with Ray Band and Gucci in the uniqueness and tech technology section where the Ray Band scores lowest in uniqueness and Gucci scores lowest in technology used. This is because of Specammusic have so many features which combine 3 different function in one single spectacle which make it very unique compare to the others. Excellent Gucci score the excellent in the price and design section which is mention above, Gucci is mainly aim to its design as a selling point and there for the price of it score the highest among the others. On the other hand Specammusic score the highest in the features section because of it has camera which can be use to record video, MP3 with advance Bluetooth technology and its antiglare; UV protection glasses. Conclusion In the conclusion sticking dots is a good way to engage a wide number of stake holders in concept selection. The comparison between the different company also help to define the strength and weaknesses of the competitors.

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CRI Final Documentation TP019751 Yong Hong Man Dice Guy Kawasaki has implemented DICE is a good innovation way to think "where great innovation occurs when you decide you want to make meaning in this world." This is one of the famous speeches that have been given by Guy Kawasaki. (Guy Kawasaki, 2009) D

Deep

Deep bring the meaning that a product or services that come with robust set of features and functionality. As for Specammusic, it comes with features with camera that can capture picture or record video anytime anywhere. It's also come with Bluetooth technology which encourages people to have sporty life style during their outdoor time. The materials that choose to make the spectacle also can be the selling point of it where the spectacle is light.

I

Intelligent The intelligent of the Specammusic is user can simply connect any Bluetooth head-set in order to listen to the music anytime anywhere. The glasses lens also can be change according to the demand of the user. Besides that Specammusic also allowed user to record video more convenience rather than bringing a camera recorder.

C

Complete

Specammusic came out with a complete stunning design where 3 different products can be mixed into one. Its helps the user who like to have outdoor activity with their music and camera along.

E

Elegant

Elegant is the design of the product which makes it describe as elegant by the public. Specammusic is a very elegant design product where it come with different colors of it and the weight are minimize to the lowest where the material use is titanium. Table 16 (self-made)

Evaluation Specammusic has fulfilled all the aspect of DICE in use to generate a Deep, Intelligent, Complete and elegant requirements.

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CRI Final Documentation TP019751 Yong Hong Man Conclusion In conclusion, specammusic is ready to launch out of the first prototype to serve everyone in the different nation and country. This is because the aim of specammusic to encourage everyone to practice healthy and sporty life style. Besides that secammusic also bring the music for anyone in anytime where they can think of. 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. Throughout the technique and research have been done, like the wise man said "every creation also never comes with perfect." There are still some problems that specammusic has which is the price will be too high for some of the target user. Due to the advance features and function of the specammusic this has become an important issue. However, with the help of FFA and interview the lectures who serve with kindness, the problem can be solve using the opinion and suggest of them. The solution is to having a local manufacture factory in every country which can help to decrease the price of product by saving the delivery cost. (2652 words)

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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

Classic lateral thinking, [online] available from http://wilk4.com/humor/humore14.htm

De Bono,Edward (1970), lateral thinking: creativity step by step. [Online] Available from http://wilk4.com/humor/humore14.htm

Calvin Klein (1954) [online] available from http://www.calvinkleininc.com/calvinklein/stores.aspx#

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

BuisnessDictionary.com, 2011, market segmentation [online] available from http://www.businessdictionary.com/definition/behavior-segmentation.html

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

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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

Skills for learning [online] available from http://gre-guns2.gre.ac.uk/Registry/StudentOffice/stwebpag.nsf/webname/TakingNotes

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CRI Final Documentation TP019751 Yong Hong Man Target market identification, Laura Lake, 1998 [online] available from http://marketing.about.com/od/marketingglossary/g/targmktiddef.htm Tools for defining the problem, [online] available from http://creatingminds.org/tools/tools_defining.htm Ray Band design, [online] available from http://www.ray-ban.com/international

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CRI Final Documentation TP019751 Yong Hong Man Appendix

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