CRI Assignment
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Transcript of CRI Assignment
Executive summary
I
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
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4.4.1 Opening...................................................................................................................16
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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1.0 Objective statement
This “Knight Door” is a combination of chip key technology, anti theft alarm and house door.
This door used a chip key to recognize the correct key for the door. If the key mismatch the
correct code that is implement in the key, door’s owner will be notified on the receiver. This
product will develop in Kuala Lumpur (KL), Malaysia because KL is a busy city which is the
best place to test out this product.
The main objective of this idea is to prevent theft from breaking into house through front or
back door. For more information, please refer to product description section.
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2.0 Competitor analysis
Purse anti-theft
detector personal
alarm
Security Door Knight Door
Company Guangzhou zhi
cheng Industry Co.,
Limited
Shinjin Homewares
Marketing
Kaba Malaysia
Product See product description
section
Size Sender:
44(H)x28(W)x8(D)
mm
Receiver:
60(H)x36(W)x15(
D)mm
Standard Door Size
: 3’ X 7’, 5’ X
7’, 6’ X 7’
Standard Door Size
: 33" 6/8 x 83"
Can be make
according to
customer need
Colour Black
White
Brown
Green
Grey
Beige
White
Variety of natural
wooden pattern
design
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
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limitation Limited range
Cannot show
location
Only can use on
personal belonging
Uses normal key
for lock
Only can be
installed at door.
Technology used
in design
3v and 1.5v battery Electro Galvanised
Steel
GPS satellite
Vibration detector
Price US $2.9 - 3.4 /
Piece
USD 300~1200 /
Set
RM 2500 / Set
Table 1 Competitor analysis
2.1 Target Market
Age: 25 and above
Income: RM 2000 and above
Marital status: Married and have children
Gender: both male and female
Location: condominium, flats and apartment in city
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.
2.4 Technology in use
Knight Door uses a lot of technology such as chip key, vibration detector, Satellite
connection between sender and receiver and built in alarm.
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2.5 Market Segmentation
Demographic Demographic segmentation is focus on various demographic factors such as
age, gender, income, occupation, social standards and much more. It is used
to understand the prospective market and taking necessary steps to ensure
that the targeted market needs is fulfilled.
Psychographic Psychographic segmentation is about dividing consumer according to their
lifestyle, attitudes, beliefs, personality and so on. Sometimes it is called as “State-
Of-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.
Table 2 Market Segmentation
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3.0 Problem Finding
3.1 Problem Statement
Home robbery is become very common in our community these days but the burglars are not
easily caught because normally Malaysian will not report to the police when this happen to
them. There are many burglars that have sinister thought such as sexually assaulting the
resident. 1 Based on FBI statement, every 12 seconds a home invasion occurs by someone
going right through the front or back door and 73% of break-in because of “door frame
failure”.
By the statement above, Knight Door is a potential product to prevent home robbery. See
Laddering Technique section to see how Knight Door solves these problems.
3.2 Laddering technique
3.2.1 Opening
Laddering technique is a method that helps to determine the higher and lower level of
idea and show it in the form of ladders. This technique is invented by Dennis Hinkle
(1965). [3]
http://wiki.service-science.ctm.nthu.edu.tw/index.php/Laddering#Brief_history
1 60% of all rapes occur during a home invasion [2]
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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.
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.
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.
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.
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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3.2.2 Illustration
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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.
4.0 Idea Generation
4.1 Mind Mapping
4.1.1 Opening
Mind mapping is a graphical way to visualise the connection between ideas and information
to show the relationships between each idea. Each idea is written down and linked by lines
based on its relation. This idea generation is developed by a UK researcher, Tony Buzan.
(‘Use Your Head’, 1972) http://www.businessdictionary.com/definition/mind-mapping.html
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4.1.2 Illustration
Figure 1 Mind mappingIllustration from bubl.us
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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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4.2 Attribute Listing
4.2.1 Opening
Attribute listing a great way to examine all the possible aspects of a problem. It breaking
down the problems into a smaller parts and make it easier to understand the problem. It is
very useful for quality improvement of complicated project because it allow user to focus on
one particular part of project before generate a whole ideas.
http://www.communicorps.org/learning/articles_bydefinition/page_bd_atrributelisting.htm
4.2.2 Illustration
Outer side
material
Vibration
detector
material
Receiver
Shapes
Receiver
power source
Receiver
colour
Connection
type
Wallpaper Titanium Round Solar power Black Bluetooth
Paint Iron Triangle AAA battery Pink Infrared
Plastic White metal Square AA battery White GPS Satellite
Natural wood Copper Rectangle Nuclear
energy
Yellow SMS
Recycle wood Plastic Cuboids Polymer Li-
ion
Green telephone
cable
Metal Alloy Cylinder Alkaline
battery
Beige Wireless
Fidelity (Wi-
Fi)
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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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 Substitute Component, materials, people
C Combine Combine with other assemblies
A Adapt Change function
M Modify Modify attributes
P Put to other use Put to other use
E Eliminate Remove elements
R Reverse reversal
http://www.mindtools.com/pages/article/newCT_02.htm
4.3.2 Illustration
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.
Put to other use It can be use as a decorative door.
Eliminate Eliminate the uses of infrared and Bluetooth because it has a limited range
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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: Substitute natural wood with recycled wood.
Combine: Combine vibration detector with alarm system.
Adapt: Adapt into termite attack.
Modify: Modify the size of door.
Put to other use: Put to other use such as decorative door.
Eliminate: Eliminate the uses of infrared and Bluetooth.
Reverse: 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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4.4 Lotus Blossom
4.4.1 Opening
Lotus blossom was originally developed by Yasua Matsumura, Director of the Clover
Management Research (Japan). This technique helps to generate a large number of ideas that
will possibly provide the best solution to the problem.
http://www.diegm.uniud.it/create/Handbook/techniques/List/Lotus.php
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4.4.2 Illustration
Table 5 Lotus Blossom
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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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5.0 Idea Summary
Mind mapping (2.) 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.
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
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TP017022
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.
Table 6 Idea Summary
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6.0 Product Concept Description
6.1 Opening
This section will show what the Knight Door component and how it functions.
6.2 Illustration
Figure 2 Door
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Part Description
Eyehole Allow people from the inside to see outside without opening the door.
Luxury wood
covering
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.
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.
Alarm Make out a loud and deafening noise
to alert the eighbour and scare off the
burglar or thief.
Stainless Steel
Lock
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.
Vibration
Detector Plate
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
sender and alarm function. It able to generate up to 12 volt but normally the
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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 Description
Key Chain Use to hang this receiver anywhere the owner likes to prevent lost or drop.
Cover Material Metal
Colour Black, white, blue, grey and orange
Size 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 Use to perform option from screen selection.
Up and Down
Button
Use to choose options from screen selection.
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
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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
6.2 Market Identification
Demographic Knight Door is highly recommended for both male and female at the age of
25 because people at this age had start working and with a stable income
about RM 2000. People who are not under the category above still can use
this product.
Psychographic Knight Door is suitable for busy working parents where they can leave their
children at home without worrying their safety and properties. Besides that,
people who care about their and properties issue is also recommend to use this
product.
Geographic Knight Door is recommended for people who live in the busy city where crime is
often happen at these places and they are often busy working in office.
Behavioural Knight Door is suitable for parents who like to save money because with this
door, consumer will only have to spend 1 time charges for the door and installing
fees. Unlike hiring bodyguard will have to spend money every month for their
salary.
Table 10 Market Identification
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Knight D
oorHigh cost.
Limit to door security only.
Limit to target market.
No backup power supply if power outage.
Restraining Force(Negative)
Use high technology.
Adjustable size based on demand.
Eco friendly
Fulfil markets demand.
Driving Force(Positive)
- 3
- 3
- 3
- 4
+ 3
+ 5
+ 4
+ 3
Total = - 14 Total = + 15
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7.0 Idea Evaluation
In this section, we will cover on Force Field Analysis and Sticking Dots analysis.
7.1 Force Field Analysis
7.1.1 Before
Table 11 Force Field Analysis before improve
7.1.2 OutcomeRestraining Force = (-3) + (-3) + (-3) + (-4) = - 14
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Driving Force = (+3) + (+5) + (+4) + (+3) = + 15
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 demandKnight Door may add more features such as camera in eyehole and expand the security area
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Knight D
oor
High cost.
Limit to door security only.
Limit to target market.
No backup power supply if power outage.
Restraining Force(Negative)
Use high technology.
Adjustable size based on demand.
Eco friendly
Fulfil markets demand.
Driving Force(Positive)
- 1
- 3
- 3
- 2
+ 4
+ 5
+ 4
+ 4
Total = - 9 Total = + 17
TP017022
from door to window or maybe roof to increase the protection of house so this Knight Door target market will expand as well.
7.1.5 After
Table 12 Force Field Analysis after improve
7.1.6 OutcomeRestraining Force = (-1) + (-3) + (-3) + (-2) = - 9
Driving Force = (+4) + (+5) + (+4) + (+4) = + 17
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7.2 Sticking Dots
Guangzhou zhi cheng
Industry Co.,
Limited
Shinjin Homewares
Marketing
Kaba Malaysia
Product Purse anti-theft
detector personal
alarm
Security Door Knight Door
Price ☆☆☆☆ ☆☆☆ ☆☆
Technology ☆☆ ☆☆☆ ☆☆☆☆☆
Design ☆ ☆☆☆ ☆☆☆
Safety ☆☆ ☆☆☆ ☆☆☆☆
Benefits ☆☆☆ ☆☆ ☆☆☆☆
Features ☆☆ ☆☆☆ ☆☆☆
Total 14 ☆ 17 ☆ 21 ☆
Table 13 Sticking Dots
Legends
Excellent ☆☆☆☆☆
Good ☆☆☆☆
Acceptable ☆☆☆
Barely Acceptable ☆☆
Poor ☆
Table 14 Sticking Dots Legends
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7.2.1 OutcomesPurse 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 EvaluationPrice
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/psychographic-segmentation/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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