RED TEAM
Felix Habermeyer
Marie-Theres Heß
Maxim Pahter
Yuval Borenstein
Steve Wolfsohn
Ujin Kim
Session A
5-20-13
GLOBAL ...
AGENDA
I. Introduction
II.Market Research & BCG:
Israel
Germany
USA
III. R+D Technology & Product Development
IV. Innovati...
INTRODUCTION
Sunday, May 19, 13
INTRODUCTION
Sunday, May 19, 13
GERMANY
USA
ISRAEL
MARKET RESEARCH
Sunday, May 19, 13
ISRAEL Market Research: Analysis
Profitable variants: TI1, TI3, TI7, TI8, TI9
Selected Variant: TI8
Capacitance: Most impor...
LONG TERM: TI3 to transform from STAR to CASH COW
SHORT TERM: Most profitable
Selected Variant: TI8
2nd most profitable in t...
Market Research: Analysis
Profitable variants: TD1, TD3, TD4, TD5, TD7, TD8, TD11
Selected Variant: TD1 & TD8
GERMANY
TD1 T...
BCG PORTFOLIO
?: TD7, eventually TD1 and TD8
Star : TD4, TD5, TD11
Dog: TD3, eventually TD1 and TD8
Cash Cow: N/A
GERMANY
...
Market Research: Analysis
Profitable variants: TU1, TU3, TU5, TU8, TU12
Selected Variant: TU3 & TU8
USA
No cancel
Plastic: ...
BCG PORTFOLIO
CASH COWS: TU12
STARS: TU3, TU5
QUESTION MARKS: TU1, TU8
POOR DOGS: N/A
LONG TERM: TU5
SHORT TERM: TU3 &TU8
...
R+D Network
Between US and Germany, we will place resources in Germany for lower costs and
similar high performance. Germa...
Cost Overview
Sunday, May 19, 13
Isolation
Many customers where complaining about the
temperature of the toaster while working. A hot
external surface is a...
INNOVATION PROPOSALS
Toast removal system
Implement a basic system to get the toast out of the
toaster and on the plate in...
Team Red signing out...
Thank you. ‫רבה‬ ‫.תודה‬ Danke.
Sunday, May 19, 13
QUESTIONS?
Sunday, May 19, 13
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IPODIA Global Innovation Project 2013

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Innovative “no distance” education integrating top engineering and business students from five top global academies into one virtual classroom using telecommunication tools (Adobe Connect) across time zones and geographical barriers.

Universities:
USC Marshall School of Business & Viterbi School of Engineering (Los Angeles, CA)
Peking University (China)
KAIST (South Korea)
RWTH Aachen University (Germany)
Technion Israel Institute of Technology


http://vimeo.com/78748821

Semester course with immersive global trip to KAIST in Daejeon, South Korea and final showcase at USC Global Conference in Seoul.

Collaborated on international team to develop new product line, conducted market research and cross cultural analysis, gained project management skills.

Published in: Business
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IPODIA Global Innovation Project 2013

  1. 1. RED TEAM Felix Habermeyer Marie-Theres Heß Maxim Pahter Yuval Borenstein Steve Wolfsohn Ujin Kim Session A 5-20-13 GLOBAL INNOVATION PROCESS Professor'Stephen'Lu' Viterbi'School'of'Engineering University'of'Southern'Californ Los'Angeles,'CA'90089@1453'U.S !*"Lecture"notes!for!“Principles!and!Prac3ce!of!Globa (a!USC/PKU/KAIST/Technion!iPodia!class,!spring!sem Sunday, May 19, 13
  2. 2. AGENDA I. Introduction II.Market Research & BCG: Israel Germany USA III. R+D Technology & Product Development IV. Innovation Practices V Un Los' !*"Lecture"note (a!USC/PKU/K Sunday, May 19, 13
  3. 3. INTRODUCTION Sunday, May 19, 13
  4. 4. INTRODUCTION Sunday, May 19, 13
  5. 5. GERMANY USA ISRAEL MARKET RESEARCH Sunday, May 19, 13
  6. 6. ISRAEL Market Research: Analysis Profitable variants: TI1, TI3, TI7, TI8, TI9 Selected Variant: TI8 Capacitance: Most important (4 slot) Cancel Control: Handy for busy multi-tasker NO Bun Warmer: KISS (Keep It Simple Stupid) Plastic: Quality design, no preference for material Short Slot: Israeli consumer prefer long 2nd largest revenue & larger market share than first (invest in R+D > Marketing) Sunday, May 19, 13
  7. 7. LONG TERM: TI3 to transform from STAR to CASH COW SHORT TERM: Most profitable Selected Variant: TI8 2nd most profitable in the SHORT TERM & as market grows ? to STAR to CASH COW Gain brand recognition for customer value satisfaction (TI8) by meeting all latent market needs while aiming for two CASH COWS. ISRAEL BCG PORTFOLIO ?: TI1, TI8, TI9 Star : TI3 Dog: TI7 Cash Cow: N/A Sunday, May 19, 13
  8. 8. Market Research: Analysis Profitable variants: TD1, TD3, TD4, TD5, TD7, TD8, TD11 Selected Variant: TD1 & TD8 GERMANY TD1 TD 8 Popular Profitable Bun Warmer: important feature for the German market, because it makes the toaster useful for any kind of bread Brushed Stainless steel: High quality design Cancel Control: Secure for our customers and easy to handle. Eliminated every variant without this feature. Short Slot: Prefer long slot as more versatility, but less profitable. Price: 23 Euro in the price range No Bun Warmer: Unfavorable, but cheaper. Plastic: Cheaper material cost & easier to clean and move as lighter than steel. Product adjustable (color match kitchen). Cancel Control Capacity: 4 slices of toast. Sunday, May 19, 13
  9. 9. BCG PORTFOLIO ?: TD7, eventually TD1 and TD8 Star : TD4, TD5, TD11 Dog: TD3, eventually TD1 and TD8 Cash Cow: N/A GERMANY LONG TERM: TD5 & TD11 - Market growth >5% and relative market share >40%. - Invest in STAR for CASH COW Selected Variants: TD1 & TD8 are between POOR DOGS AND ?, some risk. TD4: “Star of Stars” but not meet customer requirements. Note: The data for the variant TD 11 was missing, so we had so estimated its potential market share and its market growth. - Most profitable (market profit of 24,402 euros) - Long Slot and flexible design capabilities with plastic - No bun warmer + no cancel control Sunday, May 19, 13
  10. 10. Market Research: Analysis Profitable variants: TU1, TU3, TU5, TU8, TU12 Selected Variant: TU3 & TU8 USA No cancel Plastic: Americans prefer steel, but plastic is more cost effective and flexible. No bun warmer 2 slice Short slot Affordable at € 25 with market profit of € 14,960 Cancel control Plastic No bun warmer 4 slice: Capacitance was major concern. Short slot Affordable sales price € 30 with market profit at €18,819. More expensive cost per variant than TU3, higher sales price, cancel option for diversified control options TU3 TU8 Sunday, May 19, 13
  11. 11. BCG PORTFOLIO CASH COWS: TU12 STARS: TU3, TU5 QUESTION MARKS: TU1, TU8 POOR DOGS: N/A LONG TERM: TU5 SHORT TERM: TU3 &TU8 Note: TU12 (CASH COW) is not offered as a profitable variant especially during the short run as may not have much market growth. STARS (TU3 & TU5) should have R+D investment. TU5 is biggest star with highest forecast value (9%) and market share (73%). TU8 is leading profit generator. Close to line between ? and STAR with adequate 7% growth but slightly insufficient market shares (38%). However, highly valued by American consumer. USA Sunday, May 19, 13
  12. 12. R+D Network Between US and Germany, we will place resources in Germany for lower costs and similar high performance. Germans speak more languages, which is helpful in communication with research units in Israel and USA. Advantage of one time zone. R+D NETWORK: According to the “Relational based view” by Dyer and Singh CLEANDEVTECH able to develop network with other enterprises, as many kitchen supply producers (Siemens, Severin, etc) are based in Germany which will provide more SYNERGY! SYNERGY- EFFECT Rise in productivity from better communication with same language and time zone Sunday, May 19, 13
  13. 13. Cost Overview Sunday, May 19, 13
  14. 14. Isolation Many customers where complaining about the temperature of the toaster while working. A hot external surface is a safety risk and a proper isolation would prevent that. Mobile Phone App Many features + novelty of mobile experience from smart phone (i.e. remote control, when toast is ready, visual feed of toast). Smaller scale app idea for a toasting guide (bread types and toasting level, etc). Window/see-through cover Warming function Keep the toast warm after it is finished but NO MORE TOASTING. This eliminates the problem of setting the toaster, letting it run, and forgetting about it, only to return to cold toast. This would also let you eat your first piece of toast while the second stays warm. Folded toaster The toaster could be made more compact for simple movement and storage when not in use. INNOVATION PROPOSALS D12; first successful electrical toaster Sunday, May 19, 13
  15. 15. INNOVATION PROPOSALS Toast removal system Implement a basic system to get the toast out of the toaster and on the plate in a way without burning you fingers or needing to reach in dangerously with a form. Changing colors while working Aesthetic and practical appeal as toaster is normally stored on counter at all times. Colorful lights would be attractive for younger customers and distinguish our particular model. 8 slice toaster America's number one complaint was the lack of toaster capacity and efficiency. Slot Control A toaster with several slots which can be controlled independently Crumb slot Easy to clean crumbs by base slot that is removable. Sunday, May 19, 13
  16. 16. Team Red signing out... Thank you. ‫רבה‬ ‫.תודה‬ Danke. Sunday, May 19, 13
  17. 17. QUESTIONS? Sunday, May 19, 13

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