Ambrello, a Canopy-Adjustable Umbrella Produced by Lily Sdn. Bhd

Executive Summary

Ambrello, a canopy-adjustable umbrella produced by Lily Sdn. Bhd that is expected to launch in Malaysia within 5 years. In this rainy climate country, umbrella is a need for everyone. In the consideration of Malaysia’s lifestyle and weather, Ambrello is created in the mind of avoiding collision when walking with umbrella in the rain. To make another use of umbrella as a self-protection tool, Ambrello has installed self-defence devices mainly targeting women and elderly users. To stand out among competitors like BrightNight Umbrella, an umbrella that comes with lighting device, and DrizzleDuck Umbrella, the umbrella, Ambrello comes with a great function and the price is set at RM 110.

SCAMPER, Mind-mapping, Force Fitting Trigger and Concept Fan are used in the process of generating idea. Going through four different idea generation techniques, Ambrello came out with a combination from four best outcomes derived from the technique. Force Field analysis and Plus Minus analysis are being used in idea evaluating later on, in the use of maximizing supporting factors and minimizing restricting factors. 16 surveys from 3 academicians, 3 managerial staff and 10 students in APU are conducted to support Force field analysis.

Table of Contents

Executive Summary        1

Problem statement, competitor analysis and objective statement        3

A.        Problem statement        3

B.        Competitor Analysis        3

C.        Objective statement        4

Idea Generation        5

1.0 Scamper        5

1.1 Outcomes        6

1.2 Evaluation        6

2.0 Force Fitting Trigger        7

2.1 Outcomes        8

2.2 Evaluation        8

3.0 Mind-Mapping        9

3.1 Outcomes        10

3.2 Evaluation        10

4.0 Concept Fan        11

4.1 Outcomes        12

4.2 Evaluation        12

Idea Summary        13

Product Description        14

Market Identification        19

Force Field Analysis        20

Outcomes        22

Minimizing Restricting Factors        22

Maximizing Supporting Factors        22

Plus Minus Analysis        23

Analysis on Comparison        24

Conclusion        25

References        26

Appendix        27

Problem statement, competitor analysis and objective statement

1. Problem statement

Umbrella in the current market take a lot of space when it is opened and causes people will have to avoid collision with each other when walking with an umbrella.