In setting the targets, reference can be made to the comparisons with two competitor

In setting the targets, reference can be made to the comparisons with two competitor products, given on the right-hand side of the chart. In general, Competitor A’s model is better than Competitor B’s over all the CAs of safety and ease of use, but is worse on the performance CAs and on appearance. The design team’s aim is therefore to design an attractive product that matches Competitor B’s performance and Competitor A’s ease of use and safety aspects.


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