Essay About Force Field Analysis And Force Fitting Trigger

Ambrello, a Canopy-Adjustable Umbrella Produced by Lily Sdn. Bhd
Executive SummaryAmbrello, a canopy-adjustable umbrella produced by Lily Sdn. Bhd that is expected to launch in Malaysia within 5 years. In this rainy climate country, umbrella is a need for everyone. In the consideration of Malaysia’s lifestyle and weather, Ambrello is created in the mind of avoiding collision when walking with umbrella in the rain. To make another use of umbrella as a self-protection tool, Ambrello has installed self-defence devices mainly targeting women and elderly users. To stand out among competitors like BrightNight Umbrella, an umbrella that comes with lighting device, and DrizzleDuck Umbrella, the umbrella, Ambrello comes with a great function and the price is set at RM 110.SCAMPER, Mind-mapping, Force Fitting Trigger and Concept Fan are used in the process of generating idea. Going through four different idea generation techniques, Ambrello came out with a combination from four best outcomes derived from the technique. Force Field analysis and Plus Minus analysis are being used in idea evaluating later on, in the use of maximizing supporting factors and minimizing restricting factors. 16 surveys from 3 academicians, 3 managerial staff and 10 students in APU are conducted to support Force field analysis.Table of ContentsExecutive Summary        1Problem statement, competitor analysis and objective statement        3A.        Problem statement        3B.        Competitor Analysis        3C.        Objective statement        4Idea Generation        51.0 Scamper        51.1 Outcomes        61.2 Evaluation        62.0 Force Fitting Trigger        72.1 Outcomes        82.2 Evaluation        83.0 Mind-Mapping        93.1 Outcomes        103.2 Evaluation        104.0 Concept Fan        114.1 Outcomes        124.2 Evaluation        12Idea Summary        13Product Description        14Market Identification        19Force Field Analysis        20Outcomes        22Minimizing Restricting Factors        22Maximizing Supporting Factors        22Plus Minus Analysis        23Analysis on Comparison        24Conclusion        25References        26Appendix        27Problem statement, competitor analysis and objective statementProblem statementUmbrella in the current market take a lot of space when it is opened and causes people will have to avoid collision with each other when walking with an umbrella.