38
Duncker Diagram Example
•PROBLEM:
Crunchy Oat Flakes cereal is not getting to
market fast enough to maintain freshness.
GENERAL
SOLUTION
Get cereal to market
faster
Build more
plants closer to
the market locations
FUNCTIONAL
SOLUTIONS
SPECIFIC
SOLUTIONS
Improve
transportation
system
Hire faster
trucks and
former race car
drivers
Do not
worry about
speed limits
Charter jets
to deliver
product to
locations further
than 1000 miles
Make it OK for cereal NOT
to get to market faster
Stop
making
cereal
Make cereal
stay fresher
longer
Convince
customers
that slightly
stale cereal is
good for you
Add a chemical to
slow down the
spoiling reaction
Make boxes
tighter and more
impermeable to
air and moisture
Folger & LeBlanc