Our product Samsung

Competitor A Apple
Competitor B Huawei
Competitive Assesment
Customer Requirements 1 2 3 4 5
Lower Battery consumption 9 A B
Higher storage capacity 8 A B
Performance Good stereo sound system 4 B A
Not be fragile 6 A B
High resolution in photos 7 B A
Different kind of colors 6 B A
High definition screen 3 AB
Aesthetics
Not too heavy 5 A B
Size not bigger than the hand 4 A B
 Design Ch

Customer Requirements Material Required Energy Required

Lower Battery consumption + ++

Higher storage capacity --
Performance Good stereo sound system +
Not be fragile ++
High resolution in photos +
Different kind of colors ++
High definition screen + +
Aesthetics
Not too heavy ++
Size not bigger than the hand +
 Design Characteristics

Cellphone Cellphone
Time required to reach Time required to Number of Camera size Speed
100% battery drain battery cameras megapixels
- -- +
- +
- +
++
- ++ ++ ++
+
- -- + +
--
- --

|
 Relationships
++ Strong positive
+ Mmedium positive
- Medium negative
-- Strong negative
 Units of Measure
A
Objective Measures
B
Our product
Estimated Impact
Estimated Cost
Target Values
Design changes
 Design Characteristics
Time Time
required to required Principal
Material Required Energy Required to Number of
reach 100% drain battery Camera
cameras
battery
lbs. Kw. min mAh # MP
120 60 120 3109 3 4000x3000
110 70 200 4000 3 3280X2464
115 75 150 4100 4 4000x3000
2 4 4 3 2 2
3 2 3 4 4 3
115 60 120 4100 4 4000x3000
* *
Cellphone Cellphone
size Speed

in Y/S
6.1 Y
6.59 N
6.7 Y
3 4
4 3
6.3 Y
*
 +
-

+ -

Time required to reach

Material Required

Energy Required

100% battery
Importance
Customer Requirements

Lower Battery consumption 9 + ++ -

Higher storage capacity 8 --
Performance Good stereo sound system 4 +
Not be fragile 6 ++
High resolution in photos 7 +
Different kind of colors 6 ++
High definition screen 3 + + -
Aesthetics
Not too heavy 5 ++
Size not bigger than the hand 4 +
Units of Measure lbs. Kw. min
A 120 60 120
Objective Measures
B 110 70 200
Our product 115 75 150
Estimated Impact 2 4 4
Estimated Cost 3 2 3
Target Values 115 60 120
Design changes * *
 ++
+

-
-- ++ +
- - +
Time required to drain

Number of cameras

Camera megapixels

Cellphone Speed
Competitive Assesment

Cellphone size
battery

1 2 3 4 5

-- + A B
- + A B
- + B A
++ A B
- ++ ++ ++ B A
+ B A
-- + + AB
-- A B
- -- A B
mAh # MP in Y/S
3109 3 4000x3000 6.1 Y
4000 3 3280X2464 6.59 N
4100 4 4000x3000 6.7 Y
3 2 2 3 4
4 4 3 4 3
4100 4 4000x3000 6.3 Y
*