Figure 1: Stages of Creative Problem Solving
(Adapted from Proctor, 1999, Pp. 64)
4.0 Objective Finding
Proctor (1999) has argued that objective finding stage essentially involves different thinking to generate a list of problems one is facing.
The company's objectives can be scooped down and summarized as follow:
To maximize students learning capabilities in the Asia pacific region using latest IBM's innovative business solutions (WRD).
5.0 Problem Finding
Proctor (1999) has argued that defining the problem from different prospective may shade the light on areas a person or an organization may leave out accidently. Hence; IBM has explored the available methods that will help to provide a systematic approach. The methods were, Goal Orientation, Boundary Examination, Progressive Abstraction, Why Method, Decomposable Metrics, and last one Cause and Effect diagram.
IBM has decided to use Goal Orientation Method, and the final problem statement is as follow:
How to implement the Wireless Reading Device in the libraries of universities using practical steps that will help individuals to use it easily?
Figure 2:Goal Orientation method by Tony Proctor (1999, Pp.82)
6.0 Competitor Analysis
In every business, it's imperative to identify the possible threats a group of competitors may impose on the distribution and consumption of the product for a particular company. Hence; in our company IBM we have taken into consideration of performing a competitor analysis, to establish a sound idea of what type of obstacles we might encounter by our competitors in the market.
Furthermore, competitors analysis have few distinct advantages (netmba.com, 2007):
- with which competitors to compete
- Competitors strategies and planned actions
- How competitors strength act in response to a company's actions
- How to power competitor behaviour to the company's own benefit.
To properly address this crucial point, IBM will present in the next section Porter's Competitor analysis as platform for measuring competitors' ability and influence on our innovation. The analysis consists of four sections, and they are as follow: Future Goals, Assumptions (they help to determine Competitors Drivers), Current Strategy, and Capabilities (they help to determine what the competitors will do).
Future Goals: this factor helps to determine the competitors' management ability to predict their business environment and identify any future fluctuations in the market condition. Both Sony and Amazon have strong insight and understanding of the marketing opportunities, and they have the ability to sustain sudden future events in the market. As for our company IBM, has also the ability to capture new opportunities as we did with our product WRD. WRD has been designed in a way that can provide IBM future expansions to other Asian markets in the region.
Assumptions: this is considered a crucial factor in Porter competitor analysis, as this factor helps to determine two important aspects:
- The competitors' assumption about it self
- The competitors' assumption about the industry and the other companies in it.
In the case of our current competitors in the market Sony and Kindle, their position is not so well established. As these two companies target the general public and not a specific segment in the Malaysia, therefore their exact position cannot be determined as strong or weak. In case of our company IBM, we argue that our position is not different from our competitors, but our specification to the target market will help as establish strong roots in the education sector.
Current Strategy:
Porter argues that a company planning its strategy will harvest enormous success later. As this factor can be considered the backbone of a particular company because it will integrate its financial aspects with its operational aspects, hence maximizing its chances of success. Both Sony's and Kindle's strategies indicate that the companies tend to dominate the market through their brand name. As they believe the brand name is more than enough to influence the target audience. This is true and advocated by Lovelock et al (2002), however the same author argues that brand must reflects the efficiency of the product itself to achieve success. In latter sections of this report, IBM is going to demonstrate in details how our product will establish a stronger link with its user more than Sony and Kindle, and the reason is because our company has followed and conducted the correct Market Mix (4P's).
Capabilities:
Porter has argued that in order to understand the competitor capabilities, it’s important we study their resources and credentials and how they can use it for the development of their business operations. The aspects of resources may from one industry to another; however, the main elements are financial, geographical, human resource, and general managerial ability.
Both Sony and kindle have enormous resources of all above aspects. However, it’s a fact that IBM has the same influence too and particularly in the Asian market. The distinction that IBM will have will be in the product it self, and how it will function in a way that will capture its target audience immediately. That is not mentioning IBM’s creativity when it comes to creating practical solutions for Technology-Business problems.
Competitor Response Profile: This last factor will combine all other four factors together to determine what IBM competitors will do once our product will out in the education market. Porter has argued that there will two possible actions:
Offensive Move: which consists of series of actions that Sony or Kindle may take once the product is out. The actions may include a slight change in their business plans for the Asian market because they do not feel threatened by our product, hence developing a sense of safety regarding their position in the market.
Defensive Move: which consists of a series of actions that Sony or Kindle may take once the product is out. The actions may include from of retaliation to their product and service. In other words, Sony and Kindle will implement dramatic changes to their strategies in order to cope with the appearance of our product (WRD). Furthermore, the changes can not only be taken from marketing prospective, but they also may change the specification of their products to tempt and shift our target market users (Education) to their target market (Normal Users). The diagram below illustrates the components of competitor analysis.
Figure 3: The Components of Competitor Analysis
M. E. Porter (1980, Pp. 49)
7.0 Idea generation
Proctor has argued, that there are many methods for creating a serise of idea for a particulare problem, to reach an ultimate solutions. Therefore, in the context of this report, the author is going to use four idea generation tools, and they are: Mind Map, Concept Fan, Attribut Listing, and SCAMPER. The next sections of this report will discucss and use them in details.
7.1 Mind Map
The Mind Map in general is a method that consiste of drowing ideas, skech them, and relate them together. In the etent report, IBM have used it to identify the possible sectors of the education system in Malaysia, that may need enhancement. In the nest page Figure XYZ will show the possiblites that IBM have thought of.
7.2 Concept Fan
According to Proctor concept Fans will help IBM to identify new approaches to problem solving and reject the other weak possibilities of implementation.
Figure 5: Concept Fan (Author’s Perception)
7.3 Attribute listing
Attribute listing is a good technique for ensuring that all possible aspects of a problem have been examined. Attribute listing involves breaking the problem down into smaller and smaller bits and seeing what can be discovered as a result (Proctor 1999).
Figure 6: Attribute Listing
7.4 SCAMPER
SCAMPER technique is a checklist that helps you to think of changes you can create to an existing product to create a new one. You can use these changes also as direct suggestions or as starting points for lateral thinking. The (WDR) device was derived from the combination a number of similar products.
Figure 7: SCAMPER
8.0 Product Description
The Wireless Reading Device has many functions and features that the student can use and ease his or her leaning process. IBM is going to demonstrate what are the properties of the WRD in the following sections.
8.1 Physical Properties
Casing: IBM has used Enhanced Plastic to be the outer case of the WRD, since Enhanced Plastic is well known for its ability to sustain heavy use. As for the dimensions of the device they are 8.5-in x 5.3-in x 0.9-in.
Screen: IBM has taken into consideration the use of Touch Screen feature as the platform that the student will use to interact with the device.
Power Options: IBM has designed the device to turn on and off easily. Furthermore, IBM has designed the device in a way that will automatically shutdown after 15 minutes when it does not detect any use to the device. In addition; the charging time of the device for the first time use is 12 hours. However; when the student start using on normal pace, the charging time will be for 1 hour. the device can last up to 3 days of continues use this is with the wireless feature is enabled, and the device can last up to 5 days with no wireless feature.
Storage Capacity: the device has a built in memory with 1 GB of storing capability. The student can extend the capacity by adding an external SD memory card (capacity up to 10 GB).
8.2 Features and Functions
Input Method: IBM has designed WRD input device as a virtual keyboard. Student can control the keyboard appearances (On/Off) to add more visual space to the student to read.
Control Option: IBM has designed the control features in WRD in a way that is similar to the use of the IPods control. A circle in the centre that offers options that allows customizing the device use according to the student’s preferences. The options are as follow:
- Online Library: access to online materials
- Games: mind games such as Chess and Minesweeper.
- Read: Read stored items.
- Convert: allows converting files from one format to another.
- Options: and it includes the control of (Screen light, switching on/off wireless function, Text Format).
USB ports: the student has the ability to use the USB function as follow:
- Upload form Personal Computer files to be read.
-
Charge the device via the USB cable.
Wireless: the wireless technology that has been installed operates using 3G network technology to connect the students with the university’s server. More details of this function is in the implementation phase.
Price: IBM has taken into consideration that the users are students, in addition the price of production. Therefore the price of the device will be 70 U.S Dollar. More on pricing policy in the implementation phase.
Wireless Reading Device
Figure 8: Wireless Reading Device
9.0 Market Identification
Proctor has argued that the best way to identify the market is to use the 5W1H method. The questions are:
Who is the target market?
What segment of the target market would use the product?
Where is the target market?
Why the target segment would purchase the product?
When the target market will able to access the products' services?
How the target market will use this product?
The target market is the Education sector, particularly the higher education students in Malaysia. The goal is to enhance the learning experience using remote access methods.
9.1 Demography Segmentation
Consists of dividing the market into groups based on variables such as age, gender family size, income, occupation, education, religion, race and nationality (netmba.com, 2007). As result Wireless Reading Device is developed to be used for student in the first place. Before designing the device its important to understand whether the students will be able to use the device or not. Based on IBM’s demographic analysis to the Malaysian market, we concluded that the best age group are student above the age of 18. As human in the age of 18 have the ability to do more sensible actions, and not mentioning this is the legal age for adulthood.
9.2 Psychographic Segmentation
Psychographic segmentation groups customers according to their lifestyle. Like activities, interest and opinion. The customer give his opinion is more important like is the device easy to use or is smoothly (netmba.com, 2007). Based in our analysis in IBM, it is clear that the life style of students in universities is quit busy; hence we have taken into consideration these factors into our design process for the product.
9.3 Geography Segmentation
Geographic segmentation is an important process. We must define our product by geographical area, such as nation, states, regions, counties (netmba.com, 2007). So we chose Malaysia, because it will be a developed country in 10 years time. And also in fact that they have economical stability. While other Asian countries are suffering from economical down time as well as political problems.
9.4 Behavioural Segmentation
Behavioural segmentation is based on actual customer behavior toward products. It includes, the product usage rate, brand loyalty, user stastus like first time, potential and is the customer ready to buy the product (netmba.com, 2007).IBM have taken into consideration these factors into our design process for the product.
10.0 Idea evaluation
According to Proctor (1999), it’s important to evaluate an idea before jumping into the implementation phase. Therefore in this section IBM as going to analyze three most likely to be implemented ideas using Force Field Analysis, Sticking dots, and PMI. The ideas that have been chosen are as follow:
10.1 Force Filed analysis
10.1.1 Electronic exam paper
Figure 9: Force field analysis, Proctor (1999)
Electronic exam paper Acceptance will be increase by two because the student difficulty to use.
The Maintenance will be increase by two because the company will find difficulty to fix.
The balance will be changed from (9:9) to (5:13). Idea is rejected.
10.1.2 Remote access to the universities lab
Figure 10: Force field analysis, Proctor (1999)
Remote access to the universities lab Acceptance will be increase by two because the student difficulty to use. Remote access to the universities lab cost will be increase by three because the university will increase the cost of maintenance. The balance will be changed from (9:9) to (4:14). Idea is rejected.
10.1.3 Wireless Reading Device
Figure 11: Force field analysis, Proctor (1999)
WDR Durability will be increase by two because it provides easer way to read books electronically. WRD provides faster access to information; therefore idea will increase by two. The balance will be changed from (9:9) to (13:5). Idea is Accepted.
10.2 STICKY DOTS
According to Proctor (1999) this method is useful to evaluate a group of ideas to determine which idea is more likely to be implanted.
Poor Average Good Very Good Excellent
Figure 12: Sticking Dots
10.3 PMI: Plus / Minus / Interesting
“PMI stands for 'Plus/Minus/Interesting'. It is a valuable improvement to the 'weighing pros and cons' technique used for centuries” Proctor (1999). Therefore; IBM has used this method for further assurance that the idea has full support from the development team before the implementation starts. This is the final evaluation technique to go with the implementation of our Wireless Reading Devise
OVERALL TOTAL=11: IBM can move forward with the idea.
Figure 13: PMI Analysis
11.0 Implementation
Generating new ideas is not enough to determine projects success. As these ideas need to be carefully planned for, in terms of product acceptance, geographical deployment, and finally appropriate promotion.
Kotler et al (1999) have discussed these issues in his book "Marketing Management: An Asian Prospective" and emphasized that newly generated ideas must take into consideration the creation of a superior marketing mix. In other words; newly generated ideas need to incorporate marketing strategies in the implementation process of the new product. In the next sections IBM will illustrate the implementation process through the use of 4 P’s of marketing (Price, Product, Promotion, and Price).
11.1 The 4 P’s
Product: according to Kotler et al (1999), the product a company may present must reflect its targeted customers’ expectations. Hence; here in IBM has given this point a great attention. As been explained in the product description section, our product WRD has been designed specifically in a way that makes the learning experience less tedious and enjoyable at the same time.
The student will be able to variety of actions upon obtain our device. He will be able to read books that have been stored on the device’s memory and also download books and articles and other learning materials from the university library or other affiliate libraries. In addition upload reading materials from his Personal Computer via the USB cable. The student also has the ability to control his text size as well as the screen light constrain as desired, to reach maximum comfort during reading activity.
Other activities the student can also use are the gaming section where he will be able to play two famous games, Chess and Minesweeper. The student will also be able to convert files from almost any format to another to make it possible for him to access any type of materials he or she desires. The supporting formats are: PDF, HTML, Word.dox, and many others. The operating system will be simple, and does not need any type of installations.
Place: according to Kotler et al (1999), the place where the product is going to be used or distributed is very important, because it affects the product’s success. Taking that into consideration, IBM has designed WRD in a way that allows the student to use the device anywhere in Malaysia.
Thanks to the wireless technology that has been built in the device, the student can use the 3G technology as mean of communication between the device and the university’s server to download the desired materials. The student can use a dedicated password and user name to gain access to the online library of his university only.
From geographical point of view, the 3G covers entire Malaysia, therefore, the student will be able to detect wireless reception at any point he will be at. As for the devices that the WRD will connect to, is a dedicated server at the university campus, the server will operate on a 24/7 bases.
Promotion: according to Kotler et al (1999) he argued that appropriate approach to the target audience is very important to success of the idea. Therefore; IBM will approached the students differently. It will first address the Malaysian Ministry of Higher Education with a proposal that shows the benefits and the values of such system to the education sector in Malaysia.
IBM will also approach the universities individually; in addition in will use other mediums of promotions such as TV advertisement, Social Networking (Such as Facebook, Hi-5, and others), and finally Mobile Commerce. Other means of promoting for our product will be the traditional methods, such as Radio, fliers, and others.
Price: establishing the right pricing policy is very important according to Kotler et al (1999). Therefore, IBM has taken into consideration a carful pricing policy taking into consideration students’ financial abilities to acquire such device, not mentioning university’s capabilities too.
The system implementation costs 5000 U.S. Dollar (Include server only). Affiliation with 3G technology costs 10000 U.S Dollar a year. While the device price is 300 U.S Dollar, this is for the university to purchase, while the student will have the option to obtain the device and its services at the price of 70 U.S Dollar (till he finishes his course in the university). IBM will provide periodic free of charge maintenance service for the servers and any upgrade that will be required to the operating system.
12.0 List of References
Books:
Lovelock, C & wright, L, 2002, principles of service marketing and management, 2nd edition, United states, New Jersey, Prentice Hall
M. E. Porter, 1980. Competitive Strategy: Techniques for Analyzing Industries and Competitors. Printed by Free Press, New York, United States.
Proctor, T 1999, Creative Problem Solving for Managers, Routledge. Printed in United States and Canada.
Kotler, P, Ang, S, Leong, S, and Tan, C, 1999, Marketing Management: An Asian perspective, 2nd edition, printed in United States, New Jersey, by Prentice Hall.
Electronic Sources:
China Today, 2009. Cultural and Tradition. Accessed on: May 1st, 2009. Available from:
Sabre Airline Solutions, 2009. History. Accessed on: May 1st, 2009. Available from:
Kuppusamy, M; Raman, M; and Lee, G. Whose ICT Investment Matters to Economic Growth: Privet Or Public? The Malaysian Perspective. Centre for Innovation & Industry Studies (CInIS), College of Business, University of Western Sydney. Accessed on: May 1st, 2009.
Available from:
Net MBA, 2007. Accessed on: May 2nd, 2009.
Available from:
Figure 13, source . Accessed on: May 3rd , 2009.
Available from:
13.0 Appendix
13.1 10 Ideas:
Pod Casting: the use of Pod Cast technology to broadcast learning materials.
Remote access to the university lab: student use complex applications that are located on the university server. Applications such as Mat Lab, SPSS, Oracle, and many others.
Online submission assignment: student use university website to upload assignments and reports online.
SMS Service: student get real time updates on their academic statues and other university activities.
RSS: subscription to latest academic achievements in the education sector all over Malaysia.
Real time lab schedule: a screen in the university campus that gives real time update on occupied labs and their availability.
Wireless Device Reading: Device that enables students to read e-books and other online materials via an electronic platform that has the ability to use wireless technology to facilitate the use of electronic resources.
Book locater: a graphical system that shows the location of the book inside the library to enable fast access to information.
Cellular Phone Learning: software on mobile phones that enable students to read e-books on phones.
Electronic exam paper: a device that enables the student to use an electronic paper as an exam sheet .
13.2 Company’s Profile
The following down is a brief description of the company’s profile, including its history and market share. Need to highlight that the information below is based on the official website of IBM.com
“The character of a company -- the stamp it puts on its products, services and the marketplace -- is shaped and defined over time. It evolves. It deepens. It is expressed in an ever-changing corporate culture, in transformational strategies, and in new and compelling offerings for customers. IBM's character has been formed over nearly 100 years of doing business in the field of information-handling. Nearly all of the company's products were designed and developed to record, process, communicate, store and retrieve information -- from its first scales, tabulators and clocks to today's powerful computers and vast global networks.
IBM helped pioneer information technology over the years, and it stands today at the forefront of a worldwide industry that is revolutionizing the way in which enterprises, organizations and people operate and thrive.
The pace of change in that industry, of course, is accelerating, and its scope and impact are widening. In these pages, you can trace that change from the earliest antecedents of IBM, to the most recent developments. You can scan the entire IBM continuum from the 19th century to the 21st or pinpoint -- year-by year or decade-by-decade -- the key events that have led to the IBM of today. We hope that you enjoy this unique look back at the highly textured history of the International Business Machines Corporation.”
(Source: IBM .Com: )
