D E M S A I N GA

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Simrun S Sethi

Semester 4

21st March 2013

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Tools and Methods for Identifying Design Opportunities

There are a range of Tools and Methods that can be used proactively to identify and explore opportunities for Design These are good starting points for identifying where an organization can position itself in relation to the outside world Its not the internal world of the organization that determines whether or not there is a market for its products or services

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PEST Analysis
It lists the Political, Economical, Social and Technological factors that can effect the organizations product or services

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Political factors
Are basically to what degree the government intervenes in the economy Areas such as tax policy, labour law, environmental law, trade restrictions, tariffs, and political stability Goods and services which the government wants to provide or be provided (merit goods) and those that the government does not want to be provided (demerit goods) or merit bads Great influence on the health, education, and infrastructure of a nation

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Economic factors
Include economic growth, interest rates, exchange rates and the inflation rate These factors have major impacts on how businesses operate and make decisions

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Example Interest rates affect a firm's cost of capital and therefore to what extent a business grows and expands Exchange rates affect the costs of exporting goods and the supply and price of imported goods in an economy

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Social factors
Include the cultural aspects and include health consciousness, population growth rate, age distribution, career attitudes and emphasis on safety Trends in social factors affect the demand for a company's products and how that company operates
Example An aging population may imply a smaller and lesswilling workforce (thus increasing the cost of labour) Companies may change various management strategies to adapt to these social trends (such as recruiting older workers)

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Technological factors
Technological aspects such as R&D activity, automation, technology incentives and the rate of technological change They can determine barriers to entry, minimum efficient production level and influence outsourcing decisions Technological shifts can affect costs, quality, and lead to innovation

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Advantages
By identifying the emerging trends and influencing factors in each of the four areas, organizations can plan new business offers to address these potential growth markets and customer demands

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PEST Analysis can also be used as a early warning system to help identify whether future trends needed for an organizations current business offer and appropriate action can be taken

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SWOT Analysis
Used to identify the Strengths, Weakness, Opportunities and Threats of a particular organization or Market Opportunity By identifying the factors that can, or do, have an impact on the organization, whether from the inside or outside, an appropriate response can be developed

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SWOT Analysis of Apple

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Competitive Analysis
Identifying your competitors and evaluating their strategies to determine their strengths and weaknesses relative to those of your own product or service With this evaluation, you can establish what makes your product or service unique--and therefore what attributes you play up in order to attract your target market

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Example:

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In this form of analysis , products and services are plotted on a Positioning Map which allows them to compared and contrasted to each other The position on the map forms the criteria for differentiating an organizations proposed business offer from their competition and identifies the growth potential in launching a new product or service in an area not currently provided for

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Paradigm of Change
Petre Druckers paradigm of change model suggests that any Organization exists during the same period of time in three Interacting, but different, time zones: Past, Present and Future

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Environment
What is the business
Traditional

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What should the business be?

Transformational

Transitional

What will the business be?

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Three Management Approaches for each of these Business dimensions

Managing Traditional Business (improving current opportunities) how can Design contribute to improving the current operations of the Organization Example: By concentrating on Organizational strengths or creating efficiencies in production process
Managing Transitional Business (adapting to new opportunities) how can Design help the Organization to address new opportunities Example: By satisfying unmet customer needs or attracting new customers

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Managing Transformational Business (focusing on Innovation or Purposeful planned change), how can Design make the business move towards a new Vision of itself

Example: Successfully exploiting New Product Development Ideas

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Scenario Planning
One way to create an imaginable future in which to explore New Design opportunities is to use Scenarios
Scenarios creates a context in which one can imagine Consumers using potential Products and Services

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Example

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Tools for Ideation :

Mind Map
Mind mapping is a visual form of note taking that offers an overview of a topic and its complex information, allowing participants to comprehend, create new ideas and build connections and can be drawn by hand, either as "rough notes" during a lecture or meeting, or as higher quality pictures when more time is available Categories can represent words, ideas, tasks or other items related to a central key word or idea Through the use of colors, images and words, mind mapping encourages students to begin with a central idea and expand outward to more in-depth sub-topics

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Mood Board
Mood board also known as theme or concept board that tells the designers story. If you want to show clients the theme or feel of a design you're working on, communicate the atmosphere of a room or environment, the emotion that you want a product launch or website to generate, you'll create a mood board Designers create these for their own use and to communicate with clients They can include colors, fabric swatches, images of people expressing emotion, and pictures showing a design aesthetic

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Exercise: Brand Positioning Map

Introduce an International Brand of Furniture in the Indian Market. You have to make the Competitive Analysis to help you decide on the pricing factor and position the brand in the Indian scenario

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Google and find the furniture company you want to work with