CRI Assignment
CRI Assignment
TP017022
Contents
Executive summary.................................................................................................................... 1 1.0 Objective statement .............................................................................................................. 4 2.0 Competitor analysis ............................................................................................................. 5 2.1 Target Market ................................................................................................................... 6 2.2 Uniqueness ....................................................................................................................... 6 2.3 Limitation ......................................................................................................................... 6 2.4 Technology in use ............................................................................................................ 6 2.5 Market Segmentation ....................................................................................................... 7 3.0 Problem Finding................................................................................................................... 8 3.1 Problem Statement ........................................................................................................... 8 3.2 Laddering technique............................................................................................................. 8 3.2.1 Opening ..................................................................................................................... 8 3.2.2 Illustration ................................................................................................................. 9 3.2.3 Evaluation ............................................................................................................... 10 4.0 Idea Generation .................................................................................................................. 10 4.1 Mind Mapping ................................................................................................................ 10 4.1.1 Opening ................................................................................................................... 10 4.1.2 Illustration ............................................................................................................... 11 4.1.3 Outcomes ................................................................................................................ 12 4.1.4 Evaluation ............................................................................................................... 12 4.2 Attribute Listing ............................................................................................................. 13 4.2.1 Opening ................................................................................................................... 13 4.2.2 Illustration ............................................................................................................... 13 4.2.3 Outcomes ................................................................................................................ 13 4.2.4 Evaluation ............................................................................................................... 14 4.3 SCAMPER ..................................................................................................................... 14 4.3.1 Opening ................................................................................................................... 14 4.3.2 Illustration ............................................................................................................... 14 4.3.3 Outcomes ................................................................................................................ 15 4.3.4 Evaluation ............................................................................................................... 15 4.4 Lotus Blossom ................................................................................................................ 16 4.4.1 Opening ................................................................................................................... 16
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TP017022 4.4.2 Illustration ............................................................................................................... 17 4.4.3 Outcomes ................................................................................................................ 18 4.4.4 Evaluation ............................................................................................................... 18 5.0 Idea Summary .................................................................................................................... 19 6.0 Product Concept Description ............................................................................................. 21 6.1 Opening .......................................................................................................................... 21 6.2 Illustration ...................................................................................................................... 21 6.1 D.I.C.E............................................................................................................................ 25 6.2 Market Identification ...................................................................................................... 25 7.0 Idea Evaluation .................................................................................................................. 26 7.1 Force Field Analysis....................................................................................................... 26 7.1.1 Before ...................................................................................................................... 26 7.1.2 Outcome .................................................................................................................. 26 7.1.3 Suggestions of minimizing the restricting factors: ................................................. 27 7.1.4 Suggestions of maximizing the driving factors: ..................................................... 27 7.1.5 After ........................................................................................................................ 28 7.1.6 Outcome .................................................................................................................. 28 7.2 Sticking Dots .................................................................................................................. 29 7.2.1 Outcomes ................................................................................................................ 30 7.2.2 Evaluation ............................................................................................................... 30 8.0 References .......................................................................................................................... 31
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TP017022
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TP017022
Size
Standard Door Size : 33" 6/8 x 83" Can be make according to customer need
60(H)x36(W)x15( D)mm Colour Black White Brown Green Grey Beige White Uniqueness Can adjust alarm distance Come with sound and vibration Termite resistance Electro Galvanised Steel Anti-fire Chip key Anti Thief Built in alarm Vibration detector Termite resistance Limited range Uses normal key Only can be Variety of natural wooden pattern design
limitation
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TP017022 Cannot show location Only can use on personal belonging Technology used 3v and 1.5v battery in design US $2.9 - 3.4 / Piece Electro Galvanised Steel USD 300~1200 / Set
Table 1 Competitor analysis
for lock
installed at door.
Price
2.2 Uniqueness
Knight Door is unique where is uses a lot of technology in 1 product such as chip key, vibration detector, GPS Satellite connection between sender and receiver, built in alarm and termite resistance because most of the component is made of metal.
2.3 Limitation
Knight Door is limited to the target user where it recommended for user who lives in apartment, condominium and flats in city where home robbery is often happen in these area and these house have only 1 entrance which is the front door.
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Psychographic
Psychographic segmentation is about dividing consumer according to their lifestyle, attitudes, beliefs, personality and so on. Sometimes it is called as StateOf-Mind Segmentation.
Geographic
Geographic segmentation is collecting information according to the physical location of the target user.
Behavioural
Behavioural segmentation is focus on targeted group based on their behaviours habit such as spending, consumption, usage and desired benefits. Customers in a market have different needs, buying attitude, resources and buying practice.
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TP017022 3.2.2 Illustration Knight Door is use to prevent theft/burglar from breaking into house through door.
Knight door is better than the other security door in the market is because of the chip key where it cannot to imitate by anyone and the vibration detector where it can detect the certain amount of vibration which can be only done by drilling, chopping and hammering.
When someone try to open Knight Door with a imitation keys, chain or others object than the original keys, a signal will send to receiver (which the owner holding with the original key). Owner can choose to active the alarm on the door or cancel the option from the receiver screen.
When burglar try to kick, drill, chop or hammer Knight Door, alarm will immediately active and emit a loud and deafening noise to alert the surrounding and scare off the burglar.
This product is recommend to install at the front, back or valuable room door. Consumer can also install this door at any place they like.
Knight door is highly recommended to people who live in apartment, flats or condominium. These building have only 1 main entrance and there is no other way buglers can enter the building.
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TP017022 3.2.3 Evaluation Knight Door is recommended for people who live in condominium, apartment or flats to prevent thief or burglar breaking into house though door because these building have only 1 entrance. This door is built with latest technology such as vibration detector and chip key to increase Knight Door efficiency protection. See Product Description section for more information.
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TP017022 4.1.3 Outcomes 1. Copper (lock material) + Solar energy (door power source) + Violet (Receiver colour) 2. Stainless Steel (Vibration Detector Material) + Rechargeable Alkaline Battery (Receiver Power Source) + Natural Wood (Outside Door Material) 3. Direct from house (Door Power Source) + Solar Power (Receiver Power Source) + Black (Receiver Colour) 4. Iron (Lock material) + Aluminium (Vibration Detector material) + Marble (Outside Door material) 4.1.4 Evaluation Based on the above outcomes, the best combination is outcomes two, Stainless Steel (Vibration Detector Material) + Rechargeable Alkaline Battery (Receiver Power Source) + Natural Wood (Outside Door Material). The reason is stainless steel is a strong type of metal, rechargeable alkaline battery is environment friendly where it can be recharge and reuse. Lastly is natural wood is because natural wood gives out a nice natural pattern. Mind mapping is better than the other idea generation is because mind mapping is the easiest way to visualise the ideas. It is also easier to understand the overall idea through mind mapping. http://www.mind-mapping.co.uk/mind-mapping-benefits.htm
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TP017022
Table 3 Attribute listing 4.2.3 Outcomes 1. Metal (Outer side Material) + Rectangle (Receiver shape) + Beige (Receiver colour) 2. Alloy (Vibration detector material) + AA battery (Receiver power source) + Wireless Fidelity (Connection type) 3. Cuboids (Receiver shape) + Polymer Li-ion (Receiver power source) + White (Receiver colour) 4. Paint (Outer side material) + Solar power (Receiver power source) + Bluetooth (Connection type)
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TP017022 4.2.4 Evaluation Based on the above outcomes, the best combination is outcomes three, Cuboids (Receiver shape) + Polymer Li-ion (Receiver power source) + White (Receiver colour). Cuboids receiver shape is easier to handle, polymer Li-ion receiver power source is small and comes with many shape that can be fix into receiver. Lastly is white colour as receiver colour because white is the common colour that most people like. Attribute listing is better than other idea generation is because it is easier to understand the problem where it listed down all the possible attributes.
4.3 SCAMPER
4.3.1 Opening SCAMPER is a technique or checklist that uses a set of direct questions to come out with new ideas. SCAMPER is developed by Bob Eberle and it stands for: S C A M P E R Substitute Combine Adapt Modify Put to other use Eliminate Reverse Component, materials, people Combine with other assemblies Change function Modify attributes Put to other use Remove elements reversal
Substitute
Substitute natural woods with recycled wood to save the environment by cutting less trees
Combine
Combine vibration detector with alarm system to increase protection level of Knight Door
Adapt
Adapt into termite attack where it have termite resistance function because termite will normally attack woods.
Modify
Modify the size of door to any size that customer want because size of houses is different for every place.
It can be use as a decorative door. Eliminate the uses of infrared and Bluetooth because it has a limited range
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TP017022
of connection. Reverse / Rearrange Reverse is inappropriate for this product because it can only be use as a door. Table 4 SCAMPER
4.3.3 Outcomes Substitute: Combine: Adapt: Modify: Substitute natural wood with recycled wood. Combine vibration detector with alarm system. Adapt into termite attack. Modify the size of door.
Put to other use: Put to other use such as decorative door. Eliminate: Reverse: Eliminate the uses of infrared and Bluetooth. Reverse is inappropriate for is product.
4.3.4 Evaluation Substituting natural wood with recycled wood because recycled wood is more environments friendly than natural wood where it has to cut more trees. Combining vibration detector with alarm system will increase the level of protection of the security door concept. Eliminate the uses of infrared and Bluetooth because both of this connection has a limited connection of range. If user went over a far location, the door sender signal will not reach the owner receiver. SCAMPER is better than the other idea generation is because it is easy to use and able to think out a new idea fast.
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TP017022 4.4.3 Outcomes 1. Stainless steel (Lock material) + In-built DC power supply (Door Power source) + Anti-Thief (Door Function) 2. White metal (Outer Material) + Japan (Production country) + Fibre optic (Receiver Connection) 3. MP4 (receiver function) + Prism (Receiver shape) + SMS (Receiver connection) 4. Paint (Outer material) + Metal (Lock material) + show option (Receiver function) 4.4.4 Evaluation Based on the above outcomes, the best combination is outcomes one (1.) Stainless steel (Lock material) + In-built DC power supply (Door Power source) + Anti-Thief (Door Function). Stainless steel as lock material is because stainless steel is strong and cut resistance. In built DC power supply is more efficiency because DC power supply is light and able to generate a small voltage for this security door. Lastly this door functions as anti thief where it uses chip key to open the door and inbuilt alarm. Lotus blossom is better than other idea generation is because it gives a more ideas and provides possible solution for the problem.
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TP017022
Mind mapping is better than the other idea generation is because mind mapping is the easiest way to visualise the ideas. It is also easier to understand the overall idea through mind mapping. Attribute listing (3.) Cuboids (Receiver shape) + Polymer Li-ion (Receiver power source) + White (Receiver colour). Cuboids receiver shape is easier to handle, polymer Li-ion receiver power source is small and comes with many shape that can be fix into receiver. Lastly is white colour as receiver colour because white is the common colour that most people like.
Attribute listing is better than other idea generation is because it is easier to understand the problem where it listed down all the possible attributes.
SCAMPER
Substituting natural wood with recycled wood because recycled wood is more environments friendly than natural wood where it has to cut more trees. Combining vibration detector with alarm system will increase the level of protection of the security door concept. Eliminate the uses of infrared and Bluetooth because both of this connection has a limited connection of range. If user went over a far location, the door sender signal will not reach the owner receiver.
SCAMPER is better than the other idea generation is because it is easy to use and able to think out a new idea fast Lotus Blossom (1.) Stainless steel (Lock material) + In-built DC power supply (Door Power source) + Anti-Thief (Door Function).
Stainless steel as lock material is because stainless steel is strong and cut resistance. In built DC power supply is more efficiency because DC
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power supply is light and able to generate a small voltage for this security door. Lastly this door functions as anti thief where it uses chip key to open the door and inbuilt alarm.
Lotus blossom is better than other idea generation is because it gives a more ideas and provides possible solution for the problem.
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6.2 Illustration
Figure 2 Door
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Part Eyehole Luxury wood covering Description Allow people from the inside to see outside without opening the door. Using recycled wood to decorate the door into an attractive pattern to make the door look more beautiful and luxury from the outside. Reason: The reason is recycled wood that had been process can also give out a nice pattern and it also can prevent more trees to be cut down to produce this door. Sender and alarm Sender Send signal to receiver if someone using other than the original key to open to door. Alarm Make out a loud and deafening noise to alert the 22eighbour and scare off the burglar or thief. Stainless Steel Lock Reason: It locates at the top left side of door to prevent it to break due to accidently knocking when opening door or cleaning house.
Uses stainless steel to make this lock to prevent drilling the door keyhole or cutting the door lock. Reason: Stainless steel is a good quality of metal than not easy to cut using a saw or drill a hole on it with an electrical drill.
Chip Key
Using chip key technology (like car key technology) where it can detect whether the key that used is the correct key for the door. Reason: If user used an imitate or fake key, pins or other equipment other than the original key, the door will not open and it will send a signal to sender and sender will perform its job.
Using a titanium plate to cover the door (door that face outside) and it is used to detect a specific amount of vibration that can be done by drilling with drill, hammering with hammer or chopping with an axe. If it detects the vibration, it will immediately active the alarm and sender will send a signal to receiver state that the door is being attack. Reason: Titanium is the strong, high melting point and corrosion resistance. Titanium can be produce cheaper these days because of manufacturing titanium is improved and more in investment in manufacture activities such as earring, flat iron and more.
DC Power Supply
DC power supply is built in the door to generate power for vibrator detector and
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sender and alarm function. It able to generate up to 12 volt but normally the door only use 8 volt of power. Reason: DC power supply is cheap, light and able to generate enough power for a security door Table 7 Door Description
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Figure 3 Receiver Part Key Chain Cover Description Use to hang this receiver anywhere the owner likes to prevent lost or drop. Material Colour Size Metal Black, white, blue, grey and orange Depth/Height: 50 mm Width: 10 mm Length: 40 mm Screen Size: 1.5 . Use to display information such as: Alert! Door is being attack. Activate Alarm? Alert! Door is open by foreign object. Activate Alarm? Yes No Battery Life left --% OK Button Up and Down Button Battery Slot It uses Polymer Li-ion as power supply because it comes with variety of shapes, small, light and reachable. Table 8 Receiver Description Use to perform option from screen selection. Use to choose options from screen selection.
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TP017022
6.1 D.I.C.E
Deep Knight Door is an intelligent product where is uses chip key to recognise the correct key before opening the door. Knight Door is also an environment friendly door where it uses recycled wood for the outer decorate instead of using natural woods. Intelligent Knight Door is a combination of few latest technologies such as chip key, vibration detector, GPS Satellite and built in alarm system. Complete Knight Door is designed for condominium, apartment and flats user where these houses have only 1 entrance that is the main door. Knight Door also provide yearly maintenance because it uses a lot of technology while others o=product did not have. Elegant Knight Door has a classic yet sophisticated design of natural wood pattern.
Table 9 D.I.C.E
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High cost.
-3
+3
Knight Door
-3
-3
+4
Eco friendly
+3
Total = - 14
Total = + 15
= - 14 = + 15
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TP017022 7.1.3 Suggestions of minimizing the restricting factors: Cost factor if the manufacture of Knight Door a large quantity at a time may reduce the overall cost so consumers able to get a lower price of the door. Limited to door security In future, Kaba Malaysia will try to add more security to other area such as window or roof to add more security in a house. Limited Target market Based on above factor, Knight Door only focus on door security only. Therefore Knight Door target market is people live in apartment, condominium and flats because these houses have only 1 main door. No backup power supply if power outage In future, Kaba Malaysia will add an extra backup power feature in the door to prevent power shortage problem. 7.1.4 Suggestions of maximizing the driving factors: Use high technology Knight Door will perform a free yearly maintenance for the customers because it uses a lot of latest technology where only specialise can perform this job. Normal user common knowledge is not sufficient for maintaining this door. Adjustable size Knight Door can be made base on the customers demand but the cost may be high because it is custom made. In future, Kaba Malaysia may come out with ore size selection rather than only 1 standard door size. Eco friendly Knight Door outer part is made of recycle wood so it can reduce the number trees being cut to manufacture Knight Door. In future, Kaba Malaysia may use recycle titanium or stainless steel to replace the other component meanwhile maintaining the quality of product. Fulfil market demand Knight Door may add more features such as camera in eyehole and expand the security area from door to window or maybe roof to increase the protection of house so this Knight Door target market will expand as well.
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High cost.
-1
+4
Knight Door
-3
-3
+4
Eco friendly
+4
Total = - 9
Total = + 17
=-9 = + 17
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TP017022
Guangzhou zhi cheng Shinjin Homewares Industry Co., Limited Product Purse anti-theft detector personal alarm Price Technology Design Safety Benefits Features Total 14 17 Table 13 Sticking Dots Security Door Marketing
Kaba Malaysia
Knight Door
21
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TP017022 7.2.1 Outcomes Purse anti-theft detector personal alarm 4 + 2 + 1 + 2 + 3 + 2 = 14 Security Door 3 + 3 + 3 + 3 + 2 + 3 = 17 Knight Door 2 + 5 + 3 + 4 + 4 + 3 = 21
7.2.2 Evaluation Price Knight Door score the lowest in this category compare to the other two product is because Knight Door uses a lot of technology and good material to ensure the protection given to consumer is the best. Technology Knight Door score the highest in this category compare to the other two product is because Knight Door uses a lot of latest technology such as chip key, vibration detector, GPS Satellite and alarm system in one product. Features Knight Door and the other two products score also the same because each of these products performs the way it should be. For example Purse anti-theft detector personal alarm is use to detect personal belonging within a range, Security Door basic security door that prevent thief from breaking in and lastly Knight Door is a high technology security door that prevent thief from breaking in and built in alarm system.
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8.0 References
[1] http://umno-online.com/?p=33249 [2] http://www.doorsecuritypro.com/index.html [3] http://wiki.service-science.ctm.nthu.edu.tw/index.php/Laddering#Brief_history [democratic] http://www.buzzle.com/articles/demographic-segmentation.html [Psychographic] http://www.allbusiness.com/glossaries/psychographicsegmentation/4963782-1.html [Geographic] http://www.businessdictionary.com/definition/geographic-segmentation.html [Behavioral] http://www.businessdictionary.com/definition/behavioral-segmentation.html http://www.kaba.my/About-Kaba/26350/kaba-malaysia.html
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