Abstract
In the recent days, small and medium-sized enterprises are faced on the severe competitive environment at home and abroad. In order to survive the global competition, not only the technology but also the design powers are required when creating a new product or service. In this paper, we propose a new method of design development using positioning map for a niche market at which is aimed by such small and medium-sized enterprises. In this new method, we define the design concept of a new product or service by both intension and extension. And we also give an approach to identify the elements which are included in both of the intension and extension corresponding to the targeted niche market.
