Cri Assignnt
“Creativity and Innovation”
“Individual assignment”
“BM006-3-2”
Name of the product: - Magic Sunglass (MSG)
Name: - Ali Hasan Nasr
Student ID: - TP018268
Intake code: - UC2F1007IT {NC}
Lecturer name: - AHMAD MUZAMMIR BIN MUHAMMAD
Submission Date: - 26th of October 2010
Word Count: - 2007 words
Executive Summary
This assignment is targeted to represent my career which is executive manager and it elaborates my proposed product to SONY Company which is a product that will help people to make their life easy and full of entertainment. I name this device MSG that is short form of ‘Magic Sunglasses’. MSG is combination of seven products in one which are normal sunglasses, memory card, headsets, solar power cells, camera, polarized lens, touch buttons and music player. This product will be targeted to the Western market and some Middle East countries.
Some techniques being used in order to generate ideas such as mind mapping, Lotus Blossom, attributes listing, SCAMPER and Force Fitting Trigger. Moreover, other techniques will be used in idea evaluations which are Sticking Dots, Plus-Minus-Interesting and Force Field Analysis.
Table of contents
Executive Summary……………………………………………………………………………….2
Table of contents 3
Introduction 4
Objective finding 4
Fact finding 5
Competitor analysis 5
Market segmentation 7
Problem finding 9
Laddering technique 9
Concept fan 10
Idea Generation 11
Mind mapping: 12
Lotus Blossom 13
Attribute listing 14
SCAMPER 15
Force Fitting Trigger 16
Summary of Ideas 17
Product description 18
Product design 19
Idea evaluation 20
Sticking Dots 20
Plus-Minus-interesting 21
Force Field Analysis 23
References 26
Appendices A – Sony profile 27
Appendices B – Sony History 28
Appendices D – sticking dots description 36
Introduction SONY Corporation is a global manufacturer of audio, video, communications and information technology products for consumer and professional markets. Mr. Akio Morita and Mr.
“Individual assignment”
“BM006-3-2”
Name of the product: - Magic Sunglass (MSG)
Name: - Ali Hasan Nasr
Student ID: - TP018268
Intake code: - UC2F1007IT {NC}
Lecturer name: - AHMAD MUZAMMIR BIN MUHAMMAD
Submission Date: - 26th of October 2010
Word Count: - 2007 words
Executive Summary
This assignment is targeted to represent my career which is executive manager and it elaborates my proposed product to SONY Company which is a product that will help people to make their life easy and full of entertainment. I name this device MSG that is short form of ‘Magic Sunglasses’. MSG is combination of seven products in one which are normal sunglasses, memory card, headsets, solar power cells, camera, polarized lens, touch buttons and music player. This product will be targeted to the Western market and some Middle East countries.
Some techniques being used in order to generate ideas such as mind mapping, Lotus Blossom, attributes listing, SCAMPER and Force Fitting Trigger. Moreover, other techniques will be used in idea evaluations which are Sticking Dots, Plus-Minus-Interesting and Force Field Analysis.
Table of contents
Executive Summary……………………………………………………………………………….2
Table of contents 3
Introduction 4
Objective finding 4
Fact finding 5
Competitor analysis 5
Market segmentation 7
Problem finding 9
Laddering technique 9
Concept fan 10
Idea Generation 11
Mind mapping: 12
Lotus Blossom 13
Attribute listing 14
SCAMPER 15
Force Fitting Trigger 16
Summary of Ideas 17
Product description 18
Product design 19
Idea evaluation 20
Sticking Dots 20
Plus-Minus-interesting 21
Force Field Analysis 23
References 26
Appendices A – Sony profile 27
Appendices B – Sony History 28
Appendices D – sticking dots description 36
Introduction SONY Corporation is a global manufacturer of audio, video, communications and information technology products for consumer and professional markets. Mr. Akio Morita and Mr.
References: Printed publications Gurdin Robert , 2009, “The Grace of Great Things”, Park Avenue South , USA. * Sony, 2009, “Sony Story”, [Online], available from http://www.sony.com.my/article/234686/section/sonysstory, [Accessed on 9th October 2010]. * Sony, 2009, “corporate History”,[Online], available from http://www.sony.net/SonyInfo/CorporateInfo/History/history.html, [Accessed on 9th October 2010]. * Sony, 2009 , History [online] , available from http://www.sony.net/SonyInfo/CorporateInfo/History/history.html, [Accessed on 10th October 2010]. * Mind Tools Ltd, 1995-2010, Force Field Analysis [online], Available from http://www.mindtools.com/pages/article/newTED_06.htm [Accessed on 18th October 2010]. Services | Financial services | Revenue | US$ 100 Billion (2009) | Operating income | US$4 Billion (2008) | Employees | 180,500(as of 32 March 2008) | | | Nov | Atsugi plant established in Atsugi, Kanagawa Prefecture (renamed Atsugi Technology Center in August 1989). | | | | | |