In this paper, we will try to help decision making of very early design stage what the designers have to take into account to design competitive products. The proposed method is based on Data Envelopment Analysis (DEA) and through DEA; we will derive requirements of needs in the markets for the products. As for numerical example, we use 108 data from automobile and classify them into 11 categories and find out the character of each category and showed how the weights shift to gain competitive power in the market.

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