BM006-3-2-CRIINDIVIDUALASSIGNMENT

INDIVIDUAL ASSIGNMENT

NAME : TULASINATAN A/L MUTHUALAGUSTUDENT ID : TP026049INTAKE CODE : UC2F1404IT (FC)SUBJECT : CREATIVITY AND INNOVATION (BM006-3-2-CRI)LECTURER : MADAM HASLINA HASHIMPROJECT TITLE : SWEET CHERRY TECHCRADLEDATE COMPELETED : 30th JANUARY 2014WORD COUNT : 2119 WORDS (Excluding Tables, diagrams, charts, tables, captions, citations and references)

Table of Contents

ACKNOWLEDGEMENTS3EXECUTIVE SUMMARY41.PROBLEM STATEMENT52.COMPETITOR ANALYSIS5Competitors Profile:5Common Attributes:53.OBJECTIVE STATEMENT74.IDEA GENERATION7Scamper7Attribute Listing95.PRODUCT CONCEPT DESCRIPTION10Opening10Design10Features10Functions12Frequency of Usage13Price13Availability for purchase13Technology136.MARKET IDENTIFICATION147.IDEA EVALUATION15Force Field Analysis15Sticking Dots188. CONCLUSION209. REFERENCES2110. APPENDIX23

ACKNOWLEDGEMENTS I would like to express my deepest appreciation to all those who provided me the possibility to complete this assignment. A special gratitude I give to my Lecturer Madam Haslina Hashim, whose contribution in stimulating suggestions and encouragementhelped me to coordinate my assignment especially for teaching me this module in such a way that I were able to learn this highly technical module very easily. Finally, an honorable mention goes to my family and friends for their understandings and supports me in completing this assignment. Without helps of the particular that mentioned above, I could face many difficulties while doing this.

TULASINATAN A/L MUTHUALAGU (TP026049)

EXECUTIVE SUMMARYSweet Cherry Enterprise (M) Sdn Bhd was established in 1990. As a home grown brand, Sweet Cherry is proud to grow through leaps and bounds to become a market leader for infant and toddler products under its trade brand SWEET CHERRY.The Sweet Cherry infant and toddler product range covers a vast number of items including strollers, buggies, car seats, walkers, high chairs, playards, high chairs, baby carriers, baby cots and infant beddings. Sweet Cherry products are innovatively designed to be both comfortable whilst stimulating creativity. Currently our Sweet Cherry Techcradle is in the preliminary stage. This product is given some advance features for cradle as it sounds different and creative. This system is actually an enhancement for safety environment and also improve the IQ level of the babies and toddlers.There are few competitors such as Fisher-Price, Inc. and Kyuushuu University of Japan. Products manufactured by Sweet Cherry Enterprise (M) Sdn Bhd are superior to competitor products because of uniqueness. Henceforward established brand name, innovative and low cost producer status, expedites Sweet Cherry Enterprise (M) Sdn Bhd with a competitive advantage in the market.

1. PROBLEM STATEMENTAs babies and toddlers are still small, they need a full supervision from their parents all the time and this restricts the parents to do any housework or other works.2. COMPETITOR ANALYSISAs specified earlier Sweet Cherry Enterprise (M) Sdn Bhd. competes with Fisher-Price, Inc. and Suima automatic cradle developed by the Kyuushuu University of Japan. Thus our Techcradle will be compared with two of the competitors products which serves the same purpose.

Competitors Profile:

I. Fisher-Price, Inc.Fisher-Price is an American company that produces toys for infants and children, headquartered in East Aurora, New York. Fisher-Price has been a wholly owned subsidiary of Mattel since 1993.II. Kyuushuu University of JapanIt has been developed by the Kyuushuu University of Japan, keeping in mind how difficult the job of baby-sitting is.

Common Attributes:

The table below compares and contrasts the Techcradle to two of the selected competitors product of the same tenacity.

Company NameSweet Cherry Enterprise (M) Sdn BhdFisher-Price, Inc.

Kyuushuu University of Japan

Product NameTechcradleMy Little SnugaMonkey Special Edition Cradle n SwingSuima automatic cradle

Uniqueness Easy to assemble, portability and storage. Includes 120-volt AC adapter. Detects crying sound of the infants. automatic swinging Includes 120-volt AC adapter for battery-free operation, or requires batteries. Easy to assemble, portability and storage. automatic swinging An embedded sound sensor that detects crying noises. Easy to assemble, portability and storage. automatic swinging

Limitation Parents need a smartphone to be connected with the Bluetooth from receiving signals from the tablet which is in the cradle. Need a big space for locate the cradle in the room. heavy Higher weight babies might damage the swing system easily because this product have a weight limit. Suima is a very expensive purchase for an item used for a short period of a child's life.

Technology Micro Digital projector technology, surround sound system, cctv technology, sound and thermocouple sensor technology Smart Swing Technology Uses sound sensors detect the infants cry and starts rocking the cradle.

Table 1

3. OBJECTIVE STATEMENT

This Techcradle is developed to encourage the parents for a supervision of their babies, through creative and innovative determinations.4. IDEA GENERATIONScamper

Scamper is a technique in which questions are asked about the already existing products using the mnemonic this word stands for. This words each alphabet stands for a different word and each word is used in this technique to come up with new and innovative idea for a product. Scamper stands for:

Table 2

Table 3: Scamper techniqueEvaluation:The advantage of Scamper is the efficiency of work. It can record more in same amount of time and easily add more ideas or links later. Combining all the outcomes would result in an even better outcome which has all the features discussed in the scamper technique. It's also easy to remember due to straight to the point way.

Attribute Listing

Attribute listing is another idea generation technique which is aims to address all possible features of all aspects of the product on the purpose of spinning the alternatives owned by the product itself so that it helps to generate new ideas regarding the product.Table 4

Evaluation:The advantages of attributes listing is when list down a project attributes, it's easy to brainstorm how that attribute can be altered, improved, combined or subtract to contribute more positively ideas to the overall project.

5. PRODUCT CONCEPT DESCRIPTIONOpeningChildcare have brought their innovative design skills into the home, to set the standards of manufacture and design for today's nursery. The new revolution of the technology leads to a new creation and innovation idea for babies and toddlers. The Techcradle given some advance features for cradle as it sounds different and creative. This system is actually an enhancement for safety environment and also improve the IQ level of the babies and toddlers. DesignAs seen from the figure, the design of Techcradle express is bigger than the normal cradle we can see commonly. This is because the design needs to be filling up with extra features that have never come out with. This cradle is heavier than normal cradles, because Techcradle used teak wood as the material for the design.FeaturesThere are some features invented in the Techcradle. TheTechcradleautomatic cradle features a sound sensor that detects crying sounds of the baby and sent the information through Bluetooth to the parents. Besides, the cradle will started to rock whenever the baby is started to crying. Next, thermocouple sensor which helps to detect the room temperature and sent it to the smartphone that used by their parents. There is a Micro Digital projector attached on top of the cradle, where the projection will be 3meters away on the wall. Parents can adjust the sizing as their wish up to 60inches. Besides, there are 2 surround speakers with Dolby sound at the corner of cradle, is for videos projection sound. Not only that, there is a USB port in cradle, which allows to plays different videos of rhymes, animation and cartoons which helps to increase the IQ level of babies, to be played. The cradle also comes with a camera on top of it. This enable parents to keep watching infant's activities. The Techcradle Includes 120-volt AC adapter and also built up with internal battery which is non-removable 50,000mAh.This rechargeable Lithium Ion battery provides up to 10 hours. There is enoughbattery powerto cover consumption of the Techcradle. This Techcradle cost about RM 3000.00.

The figure below illustrates the anatomy of Techcradle.

Figure 1Basically the lower bottom part of the cradle is where the rechargeable battery compartment is located. The tablet which is fixed on the cradle is used for sent information to the parents by the Bluetooth function.

Figure 2

FunctionsThe table below outlines the each function of Techcradle in detail.FunctionDescription

LCD projector screeningThere is a Micro Digital Projector attached on top of the cradle, where the projection will be 3meters away on the wall. Parents can adjust the sizing as their wish up to 60inches. Besides, there are 2 surround speakers with Dolby sound at the corner of cradle, is for videos projection sound. Not only that, there is a USB port in cradle, which allows to play different videos of rhymes, animation and cartoons which helps to increase the IQ level of babies, to be played.

Sound sensor&Swinging/ RockingTheTechcradleautomatic cradle features a sound sensor that detects crying sounds of the baby and sent the information through Bluetooth to the parents. Besides, the cradle will started to rock whenever the baby is started to crying.

Thermocouple SensorTo detect the room temperature and sent it to the smartphone that used by their parents. If the room temperature is low, the sensor will sent information to the parents to increase the air conditioner level.

Table 5

Frequency of UsageCradle is daily usage product of a childs life period which will 2 to 3 years. After that the cradle can be used for their next baby if they have planned. So the Techcradle provide them with good comfort and service.PriceA price of RM3000.00 would be a perfect bargain. As compared to the competitors products this product has an extra features. So this price will be reasonable to customer to buy this cradle.Availability for purchaseThe main target location for these cradle are the Asia and Oceania countries like Malaysia, Singapore, Thailand, Taiwan, Indonesia, etc. TechnologyThe technology that involve in this product will be Bluetooth at the first place. The Bluetooth is a communication technology which can help to connect two different devices. Another technology involve is camera which can use to video recording. So that the parents can keep on watching the infants activities. Techcradle features a sound sensor that detects crying sounds of the baby and sent the information through Bluetooth to the parents.

6. MARKET IDENTIFICATIONMarket identification can be defined as, The process of a marketer in identifying the most profitable areas to offer a new product or service. (Business Dictionary, 2013). Market identification is a process in which the marketer identifies the most profitable location to offer the products and services. It can be divided in to THREE categories which are geographic, demographic and psychographic.

The table beneath particularizes the target market for the Techcradle based on geographic characteristics and demographic physiognomies.

Target Market Sub-categoryTypeCriteriaReason for choice of criteria

GeographicCountryAsia and Oceania

The Sweet Cherrys Techcradle is applicable to be used across the globe in countries. The Techcradle Includes 120-volt AC adapter and also built up with internal battery. The battery provides up to 10 hours. However it needs electricity to use for long time, so town or city areas are more preferable.

AreaTown/City

DemographicGenderUnisex.Sweet Cherrys Techcradle will be accessible for use to both sexes. It is simple and easy to assemble, henceforward user safety is the Sweet Cherrys utmost priority henceforth the age criteria is set to be used by individuals less than 3 years of age.

Age< 3 years

Table 6

7. IDEA EVALUATIONIn this section, we will cover on Force Field Analysis and Sticking Dots.Force Field AnalysisForce Field Analysis is a useful decision-making technique. It helps you make a decision by analyzing the forces for and against a change, and it helps you communicate the reasoning behind your decision. Force Field Analysis can be used for two purposes. First, to decide whether to go ahead with the change. Second, is to increase your chances of success, by strengthening the forces supporting change and weakening those against it. A survey was conducted which involved unveiling the prospect of the Sweet Cherrys Techcradle to consumers in order to recognize the supportive influences and the restraining aspects.

Table 7

Table 8

Sticking DotsAttributesMy Little SnugaMonkey Special Edition Cradle n SwingSuima automatic cradleTechcradle

Comfort

Features

Design

Benefits

Safety

Technology

Price

Total232429

Sticking dots technique is a powerful idea evaluation technique in which ways that allows individuals or groups to vote for their favorites from a list by sticking colored dots next to their choices.Table 9

Excellent

Very Good

Good

Not Bad

Poor

AnalysisThe product Techcradle is the main focus of this assignment. Sticking dot voting analysis is used in order to weigh its attributes where it stands in the market with its competitors.Common attributes of the Techcradle, Suima automatic cradle and My Little SnugaMonkey Special Edition Cradle n Swing are compared together in the table above.The table shows that Techcradle gets a staggering 29 sticking dots out of 35 while its competing products Suima automatic cradle get 24 points and My Little SnugaMonkey Special Edition Cradle n Swing get 23 points each.

8. CONCLUSION

In a nutshell through creative and innovative determinations Sweet Cherry Techcradle is ready to be launched to serve the people with a richer experience. All techniques have been used to determine whether the product is viable or not. The above analysis done explains in detail all the strength and weaknesses and comparison of the Techcradle with its competitor Fisher-Price, Inc. and Kyuushuu University of Japan. According to the sticking dots and the scores achieved, Techcradle are considered as better than its competitors. Analysis and survey results obtained during interviews of managerial staff, lecturers and students of Asia Pacific University of Technology and Innovation the strength and weaknesses of Techcradle were outlined compared to its rivals products. Thus, we feel that the product will be feasible within 5 years. If this product is feasible within 5 years, we will design another product which Portable, light weight and with extra features.

9. REFERENCESCommunity.Drprem.com, C. (2009). Suima cradle - An automatic way to rock your baby to sleep - Incredible Diary by Dr Prem - A rare collection of incredible, awesome and unbelievable facts. [online] Incredible Diary by Dr Prem - A rare collection of incredible, awesome and unbelievable facts. Available at: http://www.incrediblediary.com/suima-cradle-an-automatic-way-to-rock-your-baby-to-sleep.html [Accessed 2 Feb. 2015].Encyclo.co.uk, (2014). Meaning of Sticking Dots. [online] Available at: http://www.encyclo.co.uk/meaning-of-Sticking%20Dots [Accessed 2 Feb. 2015].Fisher-price.com, (2015). Fisher-Price Human Resources - About Us. [online] Available at: http://www.fisher-price.com/en_US/about_us.html [Accessed 2 Feb. 2015].InventorSpot.com, (2015). Automatic, Robotic Baby Cradle Senses Sounds and Calms Crying Kiddies. [online] Available at: http://inventorspot.com/articles/robotic_cradle_rocks_crying_babies_back_sleep_25429 [Accessed 2 Feb. 2015].Jagyasi, D. (2011). 7 Most luxurious baby cribs - Parenting Guide by Dr Prem. [online] Parenting Guide by Dr Prem. Available at: http://drprem.com/parenting/8-luxurious-baby-cribs.html [Accessed 2 Feb. 2015].Management.net, . (2015). Summary of Force Field Analysis - Lewin. Abstract. [online] Valuebasedmanagement.net. Available at: http://www.valuebasedmanagement.net/methods_lewin_force_field_analysis.html [Accessed 2 Feb. 2015].Mindtools.com, (2015). Force Field Analysis: Analyzing the Pressures For and Against Change. [online] Available at: http://www.mindtools.com/pages/article/newTED_06.htm [Accessed 2 Feb. 2015].Sweetcherry.com.my, (2015). Latest Products. [online] Available at: http://www.sweetcherry.com.my/index.php?route=product/latest [Accessed 2 Feb. 2015].Swing, M. (2015). My Little SnugaMonkey Special Edition Cradle n Swing. [online] Fisher-price.com. Available at: http://www.fisher-price.com/en_US/brands/babygear/products/My-Little-SnugaMonkey-Special-Edition-Cradle-n-Swing [Accessed 2 Feb. 2015].TreeHugger, (2015). Electrified Computerized Cradle Rocks Your Baby To Sleep. [online] Available at: http://www.treehugger.com/interior-design/electrified-computerized-cradle-rocks-your-baby-to-sleep.html [Accessed 2 Feb. 2015].TrendHunter.com, (2015). Cry-Sensing Cradles: The Suima Robotic Crib Imitates The Motions of Human Mothers. [online] Available at: http://www.trendhunter.com/trends/suima-robotic-crib [Accessed 2 Feb. 2015].

10. APPENDIX

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