Executive summary

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 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............................................................................................................................ 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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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, doors 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 detector personal alarm Company Guangzhou zhi cheng Industry Co., Limited Product See product description section Shinjin Homewares Marketing Kaba Malaysia Security Door Knight Door

Size

Sender: 44(H)x28(W)x8(D) mm Receiver:

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

60(H)x36(W)x15( D)mm Colour Black White Brown Green Grey Beige White 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 Limited range Uses normal key Only can be Variety of natural wooden pattern design

limitation

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TP017022 Cannot show location Only can use on personal belonging Technology used 3v and 1.5v battery in design US $2.9 - 3.4 / Piece Electro Galvanised Steel USD 300~1200 / Set
Table 1 Competitor analysis

for lock

installed at door.

GPS satellite Vibration detector RM 2500 / Set

Price

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 StateOf-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

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 material Vibration detector material Wallpaper Paint Plastic Natural wood Titanium Iron White metal Copper Round Triangle Square Rectangle Solar power AAA battery AA battery Nuclear energy Recycle wood Plastic Cuboids Polymer Liion Metal Alloy Cylinder Alkaline battery Beige Green telephone cable Wireless Fidelity (WiFi) Black Pink White Yellow Bluetooth Infrared GPS Satellite SMS Receiver Shapes Receiver power source Receiver colour Connection type

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 C A M P E R Substitute Combine Adapt Modify Put to other use Eliminate Reverse Component, materials, people Combine with other assemblies Change function Modify attributes Put to other use Remove elements 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 Eliminate

It can be use as a decorative door. 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: Combine: Adapt: Modify: Substitute natural wood with recycled wood. Combine vibration detector with alarm system. Adapt into termite attack. Modify the size of door.

Put to other use: Put to other use such as decorative door. Eliminate: Reverse: Eliminate the uses of infrared and Bluetooth. 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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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 Eyehole Luxury wood covering Description Allow people from the inside to see outside without opening the door. 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. Alarm Make out a loud and deafening noise to alert the 22eighbour and scare off the burglar or thief. Stainless Steel Lock 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.

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

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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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Figure 3 Receiver Part Key Chain Cover Description Use to hang this receiver anywhere the owner likes to prevent lost or drop. Material Colour Size Metal Black, white, blue, grey and orange 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 Up and Down 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 Use to perform option from screen selection. Use to choose options from screen selection.

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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 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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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 (Negative) Driving Force (Positive)

High cost.

-3

+3

Use high technology.

Knight Door

Limit to door security only.

-3

+ 5 Adjustable size based on demand.

Limit to target market.

-3

+4

Eco friendly

No backup power supply - 4 if power outage.

+3

Fulfil markets demand.

Total = - 14

Total = + 15

Table 11 Force Field Analysis before improve

7.1.2 Outcome Restraining Force Driving Force

= (-3) + (-3) + (-3) + (-4) = (+3) + (+5) + (+4) + (+3)

= - 14 = + 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 (Negative) Driving Force (Positive)

High cost.

-1

+4

Use high technology.

Knight Door

Limit to door security only.

-3

+ 5 Adjustable size based on demand.

Limit to target market.

-3

+4

Eco friendly

No backup power supply - 2 if power outage.

+4

Fulfil markets demand.

Total = - 9

Total = + 17

Table 12 Force Field Analysis after improve

7.1.6 Outcome Restraining Force Driving Force

= (-1) + (-3) + (-3) + (-2) = (+4) + (+5) + (+4) + (+4)

=-9 = + 17

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7.2 Sticking Dots

Guangzhou zhi cheng Shinjin Homewares Industry Co., Limited Product Purse anti-theft detector personal alarm Price Technology Design Safety Benefits Features Total 14 17 Table 13 Sticking Dots Security Door Marketing

Kaba Malaysia

Knight Door

21

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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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/psychographicsegmentation/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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