Backpacks and Messenger Bags

Scoping

Scenario

Organization: Samsonite Corporation

Division: Backpacks and Messenger Bags

Samsonite is a company that makes luggage, backpacks, valises, bags, etc. The company has a division that manufactures backpacks and messenger bags. These are used for travel and for commuters whose end destination is a casual environment. Another Samsonite division manufactures both soft-sided and hard-sided valises for business travelers and for commuting to the office. The market for this scenario is travelers who carry a variety of high-technology electronic devices with them on either business or recreational trips, and who want to have only one pack for both recreational and business use.

Customer Needs and Wants

The functional needs and wants of customers for the two divisions are similar; there is a lot of overlap. For example, both casual users and business users have a need to take the following items with them on a regular basis:

* Handheld devices like cell phones, iPods, and cameras.

* Computing devices like laptops, netbooks, and pads

* Chargers and connecting cables

* Pens and pencils

* Files, mail, and other important papers

* Reading materials

* Personal items

However the divisions serve different groups of commuters and travelers, who are carrying their gear for different end-purposes and who have different expectations about the appearance of their luggage. While all users value easy transportability, convenient organization features, and durability, there are differences between the two user groups, such as the following:

* Business users often need luggage that is more suitable in and environment where the styles are formal or business casual. Casual users want something that looks nice, but often prefer luggage where form follows function. Luggage for these casual users tends to be sporty in style, rather than having businesslike style.

* Casual users often have a need to carry more recreational...