design mgmt - 7

7/30/2019 Design Mgmt - 7

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t 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 itsproducts 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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Politicalfactors

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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Economicfactors

Include economic growth, interest rates, exchange

rates and the inflation rate

These factors have major impacts on how businesses

operate and make decisions

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 goodsand the supply and price of imported goods in an

economy


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Socialfactors

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 acompany's products and how that company operates

Example

An aging population may imply a smaller and less-

willing 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, minimumefficient production level and influence outsourcing

decisions

Technological shifts can affect costs, quality, and

lead to innovation


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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

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

Advantages


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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 yourproduct 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 areplotted 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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What is the

business

What will

the

business

be?

What

should the

business

be?

Environment

Traditional

Transformational Transitional


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Three Management Approaches for each of

these Business dimensions

Managing TraditionalBusiness (improving current

opportunities) how can Design contribute to

improving the current operations of the OrganizationExample: By concentrating on Organizational

strengths or creating efficiencies in production

process

Managing Transitional Business (adapting to newopportunities) 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 (focusingon Innovation or Purposeful planned change),

how can Design make the business move

towards a new Vision of itself

Example: Successfully exploiting New ProductDevelopment 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 "roughnotes" 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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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 aproduct 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

Mood Board

Mood board also known as theme or concept board that

tells the designers story.


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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

Google and find the furniture company you want to work

with

design mgmt - 7

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