Integrated Case Study (Doc)
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Added on 2020-01-15
Integrated Case Study (Doc)
Added on 2020-01-15
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INTEGRATEDCASE STUDY
TABLE OF CONTENTSINTEGRATED CASE STUDY ......................................................................................................1CHAPTER- 1 INTRODUCTION....................................................................................................3CHAPTER -2 CASE BRIEF...........................................................................................................6CHAPTER -3 PROBLEM STATEMENT AND PLAN OF ANALYSIS .....................................9Scope of study..............................................................................................................................9Plan analysis.................................................................................................................................9CHAPTER -4 ANALYSIS AND FINDINGS...............................................................................19CHAPTER- 5 PROPOSED SOULTION TO PROBLEM ...........................................................24CHAPTER- 6 APPLICATION OF THE FINDINGS ON ANOTHER COMPANY FROM THESAME INDUSTRY .....................................................................................................................28Introduction ...............................................................................................................................28Background of Google ..............................................................................................................28The problem in Google self driving car concept.......................................................................29Recommendations......................................................................................................................33REFERENCES .............................................................................................................................342
CHAPTER- 1 INTRODUCTIONCase study analysis is regarded as description of actual administrative situation thatinvolves decision to be made or problem that is required to be addressed (Wilson and et.al.,2012). It can be considered as the real situation which has occurred in real terms just as describedor portions which have been disguised as a reason of privacy. There is presence of several casestudies that are written in a manner that the reader takes place of the executive who possess theresponsibility towards making decision to assist in solving the issue. In almost all the casestudies the decision can be made regarding leaving the situation as such and doing nothing (Hairand et.al., 2012). Mobileye was one of the Israeli company that is being headquartered in The Netherlands.The company was Tier 2 supplier to the global automobile industry. After 15 years of developingleading technology relating with autonomous driving systems (Kotler and et.al., 2015). Mobileyehas emerged in the year 2014 as one of the most exciting organization in the race of driverlesscar. After making an public appearance in August 2014 the organization has established towardsbecoming the facto standard for the vision based autonomous as well as self driving cars. Thepresent case aims at exploring the competitive position of the organization. The challenges facedrelating to sustaining the advantages in highly competitive industry. It also involves the mannerin which the company has worked with Google the publicly perceived leader in the self drivingrevolution (Naert and Leeflang, 2013).It has been determined that before the introduction of the technology it was assessed byseveral analysts the technology which the company is going to adopt is wrong. Further it wasdetermined that the functions of organization were wrong and moreover the customer choice wasalso ineffective (Mertens, 2014). But with 285 models of car as well as 20 car manufacturescommitment to the technology the Mobileye was on a roll. In accordance with the case theMobileye forecasted that they would be able to capture 80% of the market share of theautonomous driving systems across the globe. In the present era customers are increasingly becoming open towards the idea that relateswith bringing autonomous as well as driverless technology. As per the case the survey providesthat 57% of the customers across the globe has huge trust over driverless car (Creswell, 2013).However only 46% will allow their children to ride within them. But there was major barrier to3
this. This was beyond trust and comfort. Such is related with price. The technology is very costlyas there is utilization of expensive equipments within this. Thus such cannot be afforded by thepeople who belongs to lower class or middle class. It is important that technology offer greateradvantage to the people of the sector so that it can offer greater convenience to them (Keelson,2012). In accordance with the case it is being presented that consumers demonstrates greaterwillingness in making adoption of technology that relates with driver assistance applicationswhich is being marked as safety features that can be added to the vehicles at much lower cost.Safety is the major concern towards introduction of such technology in the present environment.It is being determined that the major differentiator that is related with Mobileye technology isrelating with the ability to offer support to the wider variety of driver assistance function by themeans of using single camera (Beuren and et.al., 2013). Innovation is being bought for thecustomers as it assist in increasing their convenience but such is required to be as per the onewho are the target market. In accordance with the case there is presence of other benefits as wellalong with the safety. This is in terms of reducing congestion as well as enhancing the capacityof the highway through traveling more closely together as well as coordinating movements bythe means of intersections (Armstrong and Taylor, 2014). Moreover it has major benefit in termsof fuel efficiency. The case presents that it is significant for the government and regulatoryauthority in making determination of the liability in case there is occurrence of the accident.Further proper guidelines needs to be presented for licensing the drivers of the automatedvehicles. In the present report the issues that are being faced are discussed along with thepotential benefits of the particular technology (Alfesand and et.al., 2013). Rationale for the studyThe purpose of carrying out analysis of the present case is to make deeper insight to theview future of driverless car. In the present era there is greater increase in the number of roadaccident. This is regarded as the major problem which is required to be focused upon (Kehoe andWright, 2013). Because of such the need for the technology related with driverless car hasemerged to a greater extent. This has greater demand among the market as today the customerrequire greater convenience that can assist them in performing routine functions with greaterease. Keeping in view the safety measures that are needed in the modern times there is need fordevelopment of such kind of technology that can act as an aid in manufacturing of the car that4
are well equipped with the cameras as well as possess active safety measures. In the present erathere is greater competition among the firms regarding development of such technology in orderto gain competitive advantage within the market. The present study is based upon the analysis ofthe case study that relates with determination of the future of the driverless car technology(Bamberger, Biron and Meshoulam, 2014). The study includes the issues that are being faced bythe organization with the introduction of such technology. Aims and ObjectivesThe aim of the present investigation is: To explore the future of driverless technology incar. In addition to this the objectives of the present investigation has been enumerated in themanner stated as under:To assess the future of driverless car technology and its importance To determine the benefits attached with driverless car technologyTo evaluate the issues faced by the organization in development of such technologyTo recommend the areas of improvement of Mobileye5
CHAPTER -2 CASE BRIEFThe present case is in context of Mobileye. The case reflects the situation of theorganization wherein it is findings out manner in which it can launch its reformed servicesrelated with self driven autonomous cars within the market (Beamond, 2015). However such isvitally attached with certain preceding factors of criticism by various partnership alliances whodeal with failed perception relating with Mobileye products. The cited organization is renownedfor its proficient services of its three leading products that possess certain prominent features ofmaking detection of collision. This involves certain other pivotal solutions for the automotiveservices. It is related with buses, lorries and their general fleet amenities (Purce, 2014). Underthis designed equipment of the cited firm ensures to offer warning on time at the duration ofdeparture of lane. Such equipments are comprised of headway monitoring formulation inaddition to certain detection activities relating to intelligent high beam through together makingindication of speed limit. It is considered as the world leader in the systems of collisionsavoidance with certain progressive schemes of advanced driver support (Bratton and Gold,2012). While demonstrating the missionary concept of Mobileye they are successfully headingin the direction of fine technical conception that was being focused in order to save theindividuals life by preventing them for the accidental clauses relating with collision that hasdiminished expenses of the fuels (Kehoe and Wright, 2013). Their systems designed thus reflectscertain spectacular features of the equipments in which they are tremendously convergent toempower the drivers with certain improvised outlook related with driving. Mobileye began in theyear 1999 by two of the leading founders whose aim to make reduction of the fatal occurrencesof accidents. Such has resulted in coming up with pivotal equipments which have worked forover 250 models and thus Mobileye is affiliated with number of partners that is nearly 20 of thecar companies (Tummala and et.al., 2012). The visual modality of their machines is beingoperated through its headquartered research and development department within Jerusalem thatis located in Israel. Furthermore operational establishments of Mobileye is situated within theregion of US, China, Japan and Germany wherein it possess sound attachment in the distributorsin greater than 48 varied locations (Davenport, 2013). Through this Mobileye is looking towardsthe danger free future with none of the accidental cases through the implementation of its6
centered technology. On the other hand the current situation is making depiction regarding thefuture consideration of the enterprise that is being approached by them in relation with themeticulous development of the self driven cars along with autonomous system in it. In context ofthis they deal with certain impediment obstacles of the lower technical staffs as well as someother relative concerns of making apt investment of the funds in their newer exposure (Andersonand et.al., 2014). In addition to this they are looking for enlargement of the base of the marketwherein they can successfully refer to increase standardized business operations. It is required tomake assessment at primary level of the selected marketing arena in which they can look towardsexpansion of their activities relating with operational business activities. External environment This is in relation with defining the major scope of the present study wherein suitablestrategies related with marketing of Mobileye needs to be altered within their existing strategiesas well as implications (Venkatesh, Thong and Xu, 2012). The lower cost strategy of theMobileye is together regarded as an analogous concern where they are losing their hold from themarket share. The survey would offer assistance to the business to strategically carry out theirwork with suitable collaborations of certain considerable action plans. Such business reports hastogether presented certain recommendatory measures for Mobileye wherein they can togetherperform with balance in creation of their personnel resources (Thompson, 2013). This is tobasically work on the pivotal cogitation of the technical agendas for future course of time. Suchis regarded as work with levelled aspect of performing in primitive regions of research anddevelopment by together making design of certain progressive constituents of the self drivenautonomous cars. Issues that are experienced by Mobileye In the present case study certain issues have been depicted that are problematic concernrelating with Mobileye wherein they deals with certain leading technical issues for the purpose ofworking on the considerations for future organizational operations (Davenport, 2013). At presentthey are operating with slight lenient approach relating with managerial perspective of thebusiness. Together such is being attached with certain other stringent factors relating withdomestic as well as foreign markets where the study would depicts certain major concerns ofincorporation of the present number of services with Goggle and alteration in the strategies7
related with pricing. It is with respect to applicability of the policy relating with premium pricingthrough which they are not able to achieve liable response of the customers as well as users(Raju and et.al., 2015). SWOT analysis of Mobileye StrengthsRise in the rate of growthThe domestic market that is being possessed by the firmStronger network of sales as well as distribution The strength of the firm lies within its technical workforce who possess the ability tomake development of such unique technology of driverless car for the market (Kehoe andet.al., 2016)WeaknessStructure of cost as well as taxCompetitiveness within the market (Gilmour, 2013)Tremendous requisition of the funds invested in department of research and development OpportunityThe firm possess the opportunity of having global number of markets to carry outoperations across the globeIncrease in the rate of profitability with the new acquisitions of the products as well asservices (Monczka, and et.al., 2015)ThreatMajor threat to the business is the increase in the cost of the labor In addition to this another threat is relating with growing rate of competition indecreasing the range of profitabilityAssumptions of the present situation It is majorly with respect to determining the existing prevalence of the Mobileye whereinthey exist with respect to launch of driverless car in future course of time. This would needgreater amount of both financial as well as human resources in which Mobileye possess theability to resolve the obstructive constraints through making utilization of upcomingopportunities (Fernie and Sparks, 2014). 8
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