BM006-3-2CRI

Individual Assignment

Page 1 of 11

Learning Outcomes
Upon completion of this assignment, students should be able to:
1. Explore the different types of creativity and creative processes usually found in the
workplace
2. Explore and understand the many different facets of individual creativity
3. Identify, practice, and increase ones individual creativity skills
4. Understand how team creativity differs from individual creativity
5. Understand how creativity and innovation differ and how they are related
6. Understand the leaders role in fostering creativity and innovation in individuals and
teams
7. Understand the leaders role in designing systems for fostering creativity and innovation
in an organization
Objectives of the Assignment
To show ability in finding facts and defining the problems for the purpose of establishing
the framework for idea generation.
To display the competencies of using the creative tools and techniques for idea
generation.
To exhibit the competencies in evaluating ideas and making comparison against available
alternatives.

QUESTION
You are Product Development Manager of an existing company that manufactures consumer
products. The company plans to introduce a new product and sustain their competitive position
in the market. As such, you are assigned by the companys CEO to come up with a new product
offering and present a proposal of the new product concept that appeal to the market. Your
proposed product concept needs to be realistic and marketable within five (5) years.
It is important that your product concept be able to show how innovative in comparison to the
available alternatives in relation to SCHOOLS AND STUDENTS.
In addition, the value it can specifically provide to the targeted market.
NOTE: You will have a POSTER DISPLAY session during your tutorial time, 23rd May 2016.
You are required to conduct a survey from:
1. TWO (2) Academicians AND
2. ONE (1) Managerial staff at AND
3. THREE (3) students at APU
The main purpose of the survey is to get their feedback with regards to your proposed product
concept. The information will then be used in your idea evaluation in Part 5 of your report.
Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 2 of 11

Your written proposal has to be submitted by the date of submission with a softcopy in CD
format.
Your written proposal needs to follow the format given below;

Executive Summary
Table of Content
Part 1
- Introduction about the company background
- Problem Statement about the product that you want to proposed
- Competitor Analysis, comparison of common attributes from two (2) products from two
direct competitors
- Objective Statement, written in one sentence
Part 2
- Idea generation
Part 3
- Product Concept Description - graphic design
Part 4
- Market Identification marketing strategy product package, place, price and promotion
Part 5
- Idea Evaluation
Conclusion discuss the problems of the existing technologies of product infrastructure
References
Part 6
- Appendix. (attachments of your survey & other supporting information to your
document)

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 3 of 11

PART 1.
PROBLEM STATEMENT, COMPETITOR ANALYSIS AND OBJECTIVE STATEMENT

A.

Problem Statement
One sentence to indicate the specific area of focus to work on your idea generation.
Your problem statement needs to relate to your objective statement
Important Note: Your problem statement will later be referred to in your Idea
Generation

B. Competitor Analysis
Compare and contrast two (2) products from any two (2) direct competitors (table form)
Include the following:
- Opening (overall summary of competitors profile)
- Common attributes (essay)
a. Uniqueness
b. Limitation
c. Technology
The above information of your Competitor Analysis will be used later in Idea Evaluation
C. Objective Statement
One sentence to indicate the general scope for your creative focus.
PART 2. IDEA GENERATION Choose any two techniques from the lectures
Attribute Listing
Analytical Techniques
Force Fitting Triggers
Heuristic ideation technique
SCAMPER
Brainstorming

PART 3. PRODUCT CONCEPT DESCRIPTION

Present the visual or visuals of the product concept

Visual can be sketched by hand or drawn using available softwares.
Visual is required for all sides of the product
Label each components accordingly

*Be as detail as possible. Avoid giving generic description of the product

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 4 of 11

Include the following:

Opening
Availability for purchase (be specific on locations & countries)
Features
Function
Frequency of usage (daily, weekly, monthly or occasionally etc)
Price (related to the target markets affordability & competitors prices )
Technologies

You are required to provide analysis on how different and innovative your product concept in
comparison to the two (2) identified products in competitor analysis earlier in competitor
analysis section.
*Be as detail as possible. Avoid giving generic description of the product
PART 4. MARKET IDENTIFICATION

You are allowed to target a single or multiple market segment. Justify your marketing
strategies.
Price
Product
Place
Promotion

*Be as detail as possible. Avoid giving generic description of the target market

PART 5. IDEA EVALUATION Choose any two of the techniques

1. Cost-benefit analysis
2. Decision trees
3. Delphi technique
4. Evaluation matrix
5. Force field analysis
6. TRIZ
7. Sticking dots
8. SWOT analysis

PART 6. SURVEY (attach in appendix)

Survey forms
Survey needs to be filled in BLUE INK ONLY

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 5 of 11

Date & signatures of your survey respondents are required in BLUE INK ONLY
All components in the survey form are required to be filled
Completed survey forms are to be attached in the appendix
Attach original completed survey forms with the hardcopy of assignment
Information from the survey forms will be used in idea evaluation

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

MARK ALLOCATION
Objective Statement, Competitor Analysis and
Problem Statement
Idea Generation and Idea Summary
Idea Evaluation
Product Description and Market Identification
Overall Quality of the Proposal

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20 marks
30 marks
20 marks
20 marks
10 Marks

PERFORMANCE CRITERIA FOR OVERALL QUALITY OF PROPOSAL

This criterion will assess the overall use of language appropriate for writing a formal
business proposal, the organisation of information and the presentation of your proposal.

It also includes consideration of how you present your executive summary. You are to follow
the below structure for writing your executive summary..
- Name of the proposed product concept
- Type of product proposed and (if applicable) the technologies used
- Needs of the market identified (to show the reasons why the proposed product concept
can solve the current problem or problems faced by customers in the market)
- Names of the competitors and their competing alternatives
- Proposed price of the product
- Idea generation tools and techniques used
- Idea evaluation tools and techniques used

OTHER REQUIREMENTS
Format of Writing

You are to use the following format of writing.

- Font type: Times News Roman
- Font size: Heading 16pts, subheading 14pts, normal writing 12pts
- Line spacing: 1.5
- Caption and the source of information are to be given to each diagram, chart, and table
used in your answer.

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 7 of 11

References and Citations

References and citations are to be written according to Harvard Referencing System.

Ensure the format you use for writing your citations and references is consistent throughout
the document.
Ensure each citation has its corresponding reference and each reference has its citation in the
answer.
You should on no account make reference to www.wikipedia.com, www.about.com, or the
likes as sources for your work. These websites can be useful to provide you with the
definitions and the general ideas about the concepts within the module but it is not acceptable
in your academic writing.

Word Penalty
The maximum word count for this assignment is 2,000 words.
A sliding scale of penalties for excess length will be imposed according to the amount by which
the limit has been exceeded. Your word count must be indicated on your cover page.
Word Count

Penalty

2,001 2,200

No penalty

2,201 2,400

10% penalty of the total mark

2,401 2,600

20% penalty of the total mark

2,601 and above

Marks will be capped at a pass (i.e. 50%)

Words in diagrams, charts, tables, captions, citations and references are not considered into the
word count.

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 8 of 11

Additional Information
The idea of innovation in this assignment will be seen in objective manner meaning the
product concept you proposed must not exist in the market around the world (Note: This can
be verified by the marker via online by typing in the relevant keywords) and not from a
subjective perspective where the idea, if applied, is considered novel to an individual, an
organisation or a nation. This is to avoid students having simply copy an idea or taking a
product which already exist in another country than merely applied to the country and market
of their choice which shows no creative effort.

However, this does not mean that students have to create something new from scratch. They
can use those ideas or products that already exist and propose something new by combining
two or more different functions, using different materials, modifying the existing product for
different use, rearranging the parts of the product, minimising the size, etc. as long as the
proposed product concept can appeal to the market and effectively compete with the
competitors.

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 9 of 11

CREATIVITY AND INNOVATION: QUESTIONNAIRE (TO BE

FILLED IN BLUE INK)
This questionnaire is to be used by CRI students with regards to the acceptability
and implementation of their ideas.
Some of the information given by the
respondents will be required to be incorporated into the Force Field Analysis
especially the answer and suggestion given in Q8, Q9, Q10, Q12, and Q13.
Suggestions given by the interviewee should be presented as recommendations for
maximising the supporting factors and/or minimising the restricting
factors.
You will be required to explain your ideas to the interviewees and show how it can
provide value to the target market and make comparison to other available
alternatives in order to determine the innovativeness of your idea. The respond
need to be attached as appendices in your assignment.
INTERVIEWEES NAME: ___________________________

DATE:____________

OFFICE EMAIL: _____________________________________________

POSITION : _____________________

1. Are you clear with the idea

proposed by the student?
2. Is the description of the target
market specific or general?

Not
clear

Very
clear

Highly
1
2
3
4
5
Highly
genera
specific
l
Note: Specific detail of target market(s) is
desired rather than providing a general
description.

3. Have the students explained

the value that will be provided
by his or her idea to the target
customer(s) or user(s) clearly?

Not
clear

Very
clear

4. How far do you agree that the

value provided by the proposed
idea is relevant to the target
market / user?

Not
relevan
t

Highly
relevan
t

5. How innovative is the proposed

idea?

Not
innovat
ive

Highly
innovat
ive

Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 10 of 11

6. How unique is the proposed

idea when compared to the
identified competing
alternatives ?

Not
unique

Very
unique

7. How far is the proposed idea

considered to offer superior
value when compared to the
identified competing
alternatives?

Highly
inferior

Highly
superio
r

8. What are the limitations of the proposed idea?

____________________________________________________________________________________
____________________________________________________________________________________
9. What are the non-technical problems (which can include barriers that are resulted
from the political-legal, social-cultural, economic and ecological environment) do
you think may exist when the proposed idea is to be implemented?
____________________________________________________________________________________
____________________________________________________________________________________
10. Will there be any technical difficulties in the designing and implementation of
the proposed product / service / process innovation? If yes, what are these
technical difficulties? Yes
No
____________________________________________________________________________________
____________________________________________________________________________________
11. Do you agree that the proposed product / service / process innovation can be
introduced within FIVE (5) YEARS from now? Yes
No
12. What suggestions can you provide to overcome the limitations, non-technical
problems and technical difficulties that you have identified above?
____________________________________________________________________________________
____________________________________________________________________________________
13. What other suggestions can you give in order to improve on the idea?
Level 2

Asia Pacific University of Technology and Innovation

201404

BM006-3-2CRI

Individual Assignment

Page 11 of 11

____________________________________________________________________________________
____________________________________________________________________________________
I, ______________________________________, hereby declare that the above information
is provided by my good self in support of the effort made by the student in writing
their Creativity and Innovation assignment.

______________________________________
Date & Signature of respondent

Level 2

Asia Pacific University of Technology and Innovation

201404