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................................. Finding....................................................... ............................................ ............................................. ...................................... ............... 8 3.1 Problem Statement ........................................... .................................................................. ............................................. ......................................... ................... 8 3.2 Laddering technique...................................... 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..................................... D.I.C.E........................................................... ............................................ ............................................ ........................................... .....................25 6.2 Market Identification ............................................ .................................................................. ............................................ .................................... .............. 25 7.0 Idea Evaluation ............................................. ................................................................... ............................................ ............................................ ......................... ... 26 7.1 Force Field Analysis.............................. Analysis.................................................... ............................................. .............................................. ............................ ..... 26 7.1.1 Before..................................................... ........................................................................... ............................................ ........................................... .....................26 7.1.2 Outcome ............................................................... ...................................................................................... ............................................. ............................ ...... 26 7.1.3 Suggestions Suggesti ons of minimizing the th e restricting factors: ................................................. ................................................. 27 7.1.4 Suggestions Suggesti ons of maximizing the t he 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
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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TP017022
2.0 Competitor analysis Purse anti-theft
Security Door
Knight Door
detector personal alarm Company
Guangzhou zhi cheng Industry Co.,
Shinjin Homewares
Kaba Malaysia
Marketing
Limited See product description
Product
section
Size
Sender:
Standard Door
44(H)x28(W)x8(D)
Size : 3‟ X 7‟, 5‟ X
mm
7‟, 6‟ X 7‟
Standard Door Size : 33" 6/8 x 83"
Receiver:
Can be make according to customer need
60(H)x36(W)x15( D)mm Colour
Uniqueness
Black
Brown
White
Green
wooden pattern
Grey
design
Beige
White
Can adjust alarm
Termite resistance
Chip key
distance
Electro Galvanised
Anti Thief
Steel
Built in alarm
Anti-fire
Vibration detector
Termite resistance
Only can be
Come with sound and vibration
limitation
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Limited range
Uses normal key
Variety of natural
TP017022
Cannot show
for lock
installed at door.
location
Only can use on personal belonging
Technology used
3v and 1.5v battery
in design
Price
US $2.9 - 3.4 / Piece
Electro Galvanised
GPS satellite
Steel
Vibration detector
USD 300~1200 /
RM 2500 / Set
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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TP017022
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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TP017022
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.servicescience.ctm.nthu.edu.tw/index.php/Laddering#Brief_history
1
60% of all rapes occur during a home invasion [2]
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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.
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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TP017022 4.1.2 Illustration
Figure 1 Mind mapping Illustration from bubl.us
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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
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
Vibration
Receiver
Receiver
Receiver
Connection
material
detector
Shapes
power source
colour
type
material 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
Yellow
SMS
Green
telephone
energy Recycle wood
Plastic
Cuboids
Polymer Liion
Alloy
Metal
Cylinder
Alkaline battery
cable Beige
Wireless Fidelity (WiFi)
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
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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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:
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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TP017022
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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TP017022 4.4.2 Illustration
Table 5 Lotus Blossom
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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
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 and cut resistance. In built DC power supply is more efficiency because DC
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TP017022 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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TP017022
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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TP017022 Part
Description
Eyehole
Allow people from the inside to see outside without opening the door.
Luxury wood
Using recycled wood to decorate the door into an attractive pattern to make the
covering
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
Alarm
Send signal to receiver if someone
Reason:
using other than the original key to
It locates at the top left side
open to door.
of door to prevent it to break
Make out a loud and deafening noise
due to accidently knocking
to alert the 22eighbour and scare off
when opening door or
the burglar or thief.
cleaning house.
Stainless Steel
Uses stainless steel to make this lock to prevent drilling the door keyhole or
Lock
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
Using a titanium plate to cover the door (door that face outside) and it is used to
Detector Plate
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
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DC power supply is built in the door to generate power for vibrator detector and
TP017022 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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TP017022
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
Use to choose options from screen selection.
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
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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
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 i ncome 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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TP017022
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 Restraining Force
Driving Force
(Negative)
(Positive)
High cost.
-3
Limit to door security only.
-3
Limit to target market.
-3
Use high technology.
+3
r o o D t h g i n K
No backup power supply - 4 if power outage.
+ 5 Adjustable size based on demand.
+4
Eco friendly
+3
Fulfil markets demand.
Total = + 15
Total = - 14
Table 11 Force Field Analysis before improve
7.1.2 Outcome Restraining Force
= (-3) + (-3) + (-3) + (-4)
= - 14
Driving Force
= (+3) + (+5) + (+4) + (+3)
= + 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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TP017022 7.1.5 After Restraining Force
Driving Force
(Negative)
(Positive)
High cost.
-1
Limit to door security only.
-3
Limit to target market.
-3
+4
r o o D t h g i n K
No backup power supply - 2 if power outage.
Use high technology.
+ 5 Adjustable size based on demand.
+4
Eco friendly
+4
Fulfil markets demand.
Total = + 17
Total = - 9
Table 12 Force Field Analysis after improve
7.1.6 Outcome Restraining Force
= (-1) + (-3) + (-3) + (-2)
=-9
Driving Force
= (+4) + (+5) + (+4) + (+4)
= + 17
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TP017022
7.2 Sticking Dots
Guangzhou zhi cheng
Shinjin Homewares
Industry Co.,
Marketing
Kaba Malaysia
Limited
Purse anti-theft
Product
Security Door
Knight Door
detector personal alarm Price
☆☆☆☆
☆☆☆
☆☆
Technology
☆☆
☆☆☆
☆☆☆☆☆
Design
☆
☆☆☆
☆☆☆
Safety
☆☆
☆☆☆
☆☆☆☆
Benefits
☆☆☆
☆☆
☆☆☆☆
Features
☆☆
☆☆☆
☆☆☆
Total
1 4☆
1 7☆
2 1☆
Table 13 Sticking Dots
Legends ☆☆☆☆☆
Excellent
☆☆☆☆
Good
☆☆☆
Acceptable Barely Acceptable Poor
☆☆ ☆
Table 14 Sticking Dots Legends
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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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