Operations Strategy: Strategic Designing: Group Assignment-3

Group #: Members:

Imagine your group as the management of an existing firm or the owner of a start-up. Define your business. Describe
an existing product (or service) of yours (or that of competitors’) whose design you wish to improve/innovate further
and launch as a new product (or service). Alternately, it could be a completely new idea. That is your new product
(or service) could be a minor or major improvement from what exists in the market. With it, you could intend to
serve already-existing or yet-unserved markets. Identify a target market segment for your new product (or service).

Define your business in brief:

Describe the idea of your new product/service in brief and how you propose to differentiate it from what already
exists in the markets:

Your new proposed product
(or service) idea
[brief description]
What already exists (leading
competing products/services –
your own or competitors’)
Your intended target How you wish to
market segment differentiate your
[brief description of product/service from
market and customer the existing competing
characteristics] offering
CUSTOMER REQUIREMENTS / NEEDS:
Voice of Customers (write what customers desire/want as expressed in their unstructured voice/phrases):

Structure Customer Requirements (based on your perceived associations of different customer

desires/wants, form clearly defined groups of customer requirements and name them):

Customer Requirement Brief description

PRODUCT/SERVICE DESIGN ATTRIBUTES (DESIGN PARAMETERS):

List major high-level design attributes/parameters; List technical & other attributes that can be measured concretely
Product / Service Design Attribute Metric (how you would measure the Desirable direction of improvement
attribute) (Increase / Decrease / Target)