Integrated Case Study Analysis

The case study analysis covers the situation of Mobil Eye Company, challenges faced by the company, proposed solutions, and competitor analysis. It also includes SWOT and PESTLE analysis of the company.

Integrated Case Study
Analysis
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Table Of Content
INTRODUCTION................................................................................................4
MAIN BODY
Chapter 1
Introduction of the company....................................................................................................4
Chapter 2
Situation in the case…………………………………………………………………………….4
Aims and objectives…………………………………………………………………………….5
Chapter 3
Problem statement in the proposal plan………………………………………………………..5
Chapter 4
Analysis and findings…………………………………………………………………………..6
Chapter 5
Proposed solution of the problem……………………………………………………………..7
CONCLUSION…………………………………………………………………………………10
REFERENCES………………………………………………………………………………….11
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Executive Summary
The overall case study is about Mobil eye company who operates into independent manner and
had been acquired by the California based company Intel in the year of 2017. Mobil eye is a
company which was founded in the year of 1999 by Am non Shashua who was the professor at
the Hebrew University of Jerusalem. In the year of 2021, Gel singer has rejoined the company
named as Intel and wanted to know that what could Mobile eye do for Intel and what could Intel
do for Mobile eye. It is the company who built its business with a contrarian strategy for ADAS.
It covers discussion about statement of the problem and also about the situation in the case.
There are certain kinds of problems and challenges which is faced by the company for which
they have plan some new strategies which includes Robo taxi. It has been observed within
thecase that there are certain new technologies which has been launched within the industry of
car. It also covers discussion about proposed plan of analysis and also about current positions
facing the chosen company. The report consist of integrated assessment of the analysis which
generate ideas or alternative solutions to the problems and issues.
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INTRODUCTION
Mobile eye is a company who operates into independent manner and had been acquired
by the California based company Intel in the year of 2017. In the year of 2021, Gel singer has
rejoined the company named as Intel and wanted to know that what could Mobile eye do for
Intel and what could Intel do for Mobile eye(Qi and et.al., 2021). The company has held around
seventy percent of the ADAS market with $ 1 billion in revenue in the year of 2020. Shahshua
dream is to lead the the autonomous vehicle revolution into positive manner. Their major
challenge was their customers Autonomous vehicles were not ready for prime time in the year of
2021. The present report will cover discussion about statement of the problem and also about the
situation in the case. In addition to this, the report will cover analysis about proposed plan of
analysis and also about current positions facing the chosen company. Moreover, the report will
cover discussion about integrated assessment of the analysis which generate ideas or alternative
solutions to the problems and issues. The report also consist of identifying relevant resources and
techniques helpful for analysis in the case.
MAIN BODY
Chapter 1
Introduction of the company
Mobile eye is a company who operates into independent manner and had been acquired by the
California based company Intel in the year of 2017. It is the company which was founded in the
year of 1999 by Am non Shashua who was the professor at the Hebrew University of Jerusalem.
Chapter 2
Situation in the case
Mobil eye is a company which was founded in the year of 1999 by Am non Shashua who
was the professor at the Hebrew University of Jerusalem. It is the company who built its business
with a contrarian strategy for ADAS. According to case study, the Robo taxi market which is
driver less, fully autonomous taxis and their team was very excited for the potential of robo taxis
in order to change the future of mobility. There are lots of manufacturers, tech companies and
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start ups who all are rushing to participate in the Mobil eye market by the year of 2030(Goldstein
and et.al., 2021). In the year of 2022, Mobil eye was set to launch its first robotaxi pilot in Israel.
According to Shashua it has been believed that Avs would fundamentally alter the structure of
the auto industry. According to case study, it has been observed that the main problem is that car
companies DNA is not advanced software technology and they require some partnerships in
order to avoid losing business with companies like Apple and Tesla. From the perspective of AV
Players, the result was that many OEMs struggled with AV development. There were different
technologies which paves the way to fully autonomous vehicles. Cameras basically provide the
high resolution images of the surrounding area which includes traffic signals, road signs and lane
markings. It has been observed from the case study that Mobil eye act as the strong believers into
the context of power of cameras(Hanuman and Kumar., 2021). According to Senior director of
sensor Fusion of Mobile y, radar act as the software defined imaging radar. Beyond the
technology, Mobil eye's rosenblum argued that simulations are good from the perspective of
doing research but simulations cannot guarantee about the car which will safely handle black
swans and edge cases in the real world. This company’s success sparked interest from Intel who
has acquired Mobil eye for $15.3 billion in the year of 2017. It has been observed from case
study that Intel had given Mobil eye responsibility for all of Intel’s automated driving
technology. In the formal manner, company has announced its strategy to move beyond ADAS
in order to address the three pillars of autonomous driving which includes mapping, sensing and
driving policy as well. The company was able to secure agreements with different companies
such as Volkswagen, BMW and Nissan in order to collect mapping data from its on-board
cameras.
Aims and Objectives
To research that whether they have to invest billions of dollars to build out a global, vertically
integrated robotaxi business or whether they use robotaxis as an opportunity to learn and then
revert back to horizontal supplier of AV chips and software(Liu and et.al., 2021). To analyse the
situation of company and challenges faced by the company for its sustainability and to gain the
competitive advantage as well. To determine the role of technology and innovation used by the
company with google or other companies. The main goal of the company is to provide AV to the
car industry into positive manner.
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Chapter 3
Problem statement in the proposal plan
According to case study, it has been observed that few years ago, car companies have
hired engineers and they also thought that they could do it autonomy themselves. The main
problem is that car companies DNA is basically not advanced software technology and they also
need deep partnership if they want to avoid losing of business with certain companies such as
Tesla and OEM. There are some OEMs who are pursuing partnerships at the current level.
According to Executive Vice President for product and strategy of Mobil eye's it has been noted
that most OEMs were highly risk averse in terms of nature. According to the case study they are
facing lots of challenges for sustaining into the market and for gaining the competitive advantage
as well. They are mainly facing two kinds of problems which includes maintenance of stable
pricing in the market and another problem is that the role played by the google for self driving
cars revolution.
Chapter 4
Analysis and findings
According to the case study, it has been find out that Mobil eye has generated $ 1 billion
in revenue from ADAS systems by the year of 2020. The company was positioned to compete
across various parts of the AV value chain which includes ADAS, robotaxi, HD mapping and
SDS systems as well (Solmaz and et.al., 2021). From the perspective of short run, Mobil eye has
been committed to entering into the business of robotaxi in the year of 2022. It was unclear from
the perspective of long run that how much far Mobil eye can go into the future. According to the
first approach, Mobil eye act as the vertical industry player and according to the second approach
it would remain act as the horizontal supplier to OEMs as it had been for ADAS systems.
According to case study, it has been observed that Mobile eye act as the opportunity but also
somewhere act as the risk as well.
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It is basically completely a different business model in order to provide service into the
form of full-stack with a massive capital investment rather than acting as the horizontal supplier
of systems. The company has also planned to launch robotaxis in a few metropolitan cities and
areas as well. It has been observed that there are certain other option for Mobilieye to do both
own the full stack solution of Maas/providing OEMs with autonomous driving systems and
robotaxi. According to Nehushtan, Mobil eye has saw the role in both the markets but
acknowledged that there were trade-offs. There are majorly two revolutions which includes the
revolution which is in progress for MaaS and another one is for consumer AVs. There was one
big uncertainty which is related to the government regulation(Jeon and et.al., 2021).
It has been observed that as an SDS supplier, Mobil eye was directly liable for the the
accidents which involves consumer Avs. When Mobil eye company act as the vertical integrated
full stack Mass provider then they to take much greater liability of risk and also the balance
liability exposure with market opportunity. From the opinion of Shashua’s it has been observed
that, his long term vision always been the consumer AV but from the perspective of robotaxis it
act as the larger opportunity into the context of short run and also have the potential to reduce the
requirement for automobiles who are privately owned in the long run(Xu and et.al., 2021). It has
been suggested from internal estimates that it would cost around $ 1 billion in terms of negative
cash flow in order to roll out to four hundred cities.
With the implementation of robotaxi strategy also fulfills the requirement of
modernization theory where Mobil eye has tried to bring initiative in terms of AV technology
through their car industry. According to this theory, modernization theory is that traditional
societies will develop as they adopt more modern practices. It is a theory which depicts about the
process of modern transition from traditional to the modern one. As there are different versions
of modernization theory. This will include Marxist versus capitalist .When company has decided
to bring this change at the organizational level which not only benefits the organization but also
help in terms of economic growth as well. This kind of implementation also help into this
context that it uplifts the level of people in terms of living standard as well and this kind of
technological development also support in terms of technological up gradation of the
organization. It lead towards positive development and growth into positive manner. The
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significance of modernization theory is that the understanding issues of social and economic
development and in creating policies that would assist social and economic transitions in those
countries who are not well versed.
Competitor Analysis: It refers to the process of identifying competitors into the market
and also within the industry as well and also research about the marketing strategies. In context
to Mobil eye company, it has lots of competitors due to which they have to face lots of
challenges. These competitors include Autoliv, Tu simple, Xperi and Al motive. Mobil eye is a
company which is technological driven and also develops data and vision analysis for
autonomous driving and assistance systems. Due to lots of competitors and challenges, they have
to develop new technologies and find the strategy for their organization with support system of
robo taxi which act as driver less car for the company.
SWOT analysis of Mobil eye company: This analysis help the company to take effective
decision for the future at the organizational level.
Strengths:
 The company has successful track record of developing new products and also expert in
terms of product innovation.
 They have highly successful work force with support of training and learning programs.
Mobil eye has invested large amount of money into the training and development of their
employees so that they can achieve result oriented work from their employees.
Weaknesses:
 The structure of organization is not compatible according to the present business model
which limits the expansion of adjacent product segments.
 Mobil eye company is not very good into the context of product demand forecasting
which leads towards the higher rate of missed opportunities as compared to their
competitors.
Opportunities:
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 Mobil eye company has various new customers from their online channel and also has
invested large amount of money into the online platform.
 The development of market lead towards the dilution of competitors advantage and also
enables the company to increase its competitiveness as compared to their competitors.
Threats:
 From the perspective of medium to long term future, the new technologies developed by
the competitor or market disrupt or act as the serious threat to the industry.
 The rise of raw materials can also act as threat for the Mobil eye profitability.
PESTLE Analysis: It is basically a strategic tool in terms of analysis the macro environment of
the organization.
Political Factors: Mobil eye company has to basically analyse the market into deeper manner
before entering into new place. They have to analyse about the importance and stability of
application software sector in the country's economy. They have to also analyse about the level
of corruption into sector of technology.
Economic Factors: Mobil eye has to consider certain factors while conducting the analysis
which includes type of economic system in countries of operation and government intervention
in the free market and related technology.
Social Factors: These are the factors that leadership of Mobil eye should analyse the analysis of
PESTLE. It includes demographic and skill level of population. In addition to this, power
structure, hierarchy and class structure as well.
Technological Factors: Technological analysis basically includes understanding of certain
impacts. It includes recent technological development by the competitors of Mobil eye company,
technology's impact on product offering, impact on cost structure in application software
industry.
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Legal Factors: There are certain legal factors that Mobil eye leadership should consider while
entering into new market. It includes anti trust law in application software industry,
discrimination law, consumer protection and e-commerce.
Environmental Factors: Before entering a new market or for starting a new business into the
existing market the firm has to carefully evaluate the environmental standards. It includes
weather, climate change, laws regulating environment pollution.
Chapter 5
Proposed solution to problem
According to the case study, the solution of the problem is that a bevy of OEM
partnerships and acquisition had been announced in the recent years. While Shashua’s main goal
is that to deliver consumer Avs. Their strategy is that to provide robotaxis as the near term
opportunity(Duan and et.al., 2021). Through this approach, it was easier for Shashua and his
team that to regulate and monitor a handful of fleet operators rather than millions of individual
owners of AVs. It has been observed that AVs required HD maps in order to travel anywhere
but early HD mapping efforts had been largely limited to cities. It has been observed from results
that HD mapping was better suited for robotaxis operating in geo fenced cities than to consumer
AVs which needs to drive in suburban, urban and rural areas. The most important thing is that
robotaxis would served as the research and development lab for AV experimentation,learning
and testing. According to Shashua, it has been observed that Robotaxis act as the stepping stone
for driver less cars. Another important factor for robotaxis was the potential for the lower cost
alternative to other transportation options.
The solution of the problem also act as the unified gateway for the end users in order to
digitally connect with different kinds of mobility services to book, plan and pay for the
transportation on demand (Banjade and et.al., 2021). It has included both kinds of transportation
options which includes public and private. There are certain advantages at societal level of Maas
which includes reduced traffic congestion, lower costs, reduced emissions and increased transit
network efficiencies. Mobil eye company simply act as the self driving system software which is
the full AV system kit which includes SDS software, SDS hardware, HD maps and data services.
It also act as the self driving vehicles which is a level 4 plus base vehicle, rider sensing and
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MaaS UX hardware. It also act as the mobility intelligence platform and services and services
and in-ride experience. Mobile eye has also one of the value layer which includes fleet
operations and tele operations. These handles the maintenance, charging, repair, storage and
cleaning of vehicles.
Tele operations are basically control and command centers which had humans on hand for back
up AV decision support such as routing decisions and road decisions. One of the value is also
the service and in ride experience and also the user feeling of psychological safety. In order to
build the self driving vehicle, Mobil eye has announced the joint venture with Volkswagen for
the robotaxi trial in Israel and their plan is also that to outsource the fleet operations and tele
operations to champion motors. Intel has acquired Moovit in the year of 2020 for $ 900 million
in order to address the mobility intelligence platform(King and et.al., 2021). Moovit is basically
the urban mobility app which was consumer facing and that integrates the all forms of
transportation which includes ride hailing services, public transit, scooters, bicycles, carpooling
and car sharing as well. In order to get real time data from its vehicles, the company has
partnership with 7500 local public transit operators. They have also other 320 mobility partners
such as ride hailing services.
In order to provide the company a best solution, due to uncertain economies of MaaS, the
company has made the strategic decision in order to adopt a diversified go to market strategy
which includes business models, vehicles as service and ride as a service. Through pursuing
XaaS strategy it has been observed that company has dynamically determine that what level of
integration was optimal at economic level(Mattas, K., 2021). There are some other models which
gives opportunity to Mobil eye in order to participate in certain markets where Mobil eye could
not choose to be robotaxi player. According to case study, vehicle as service act as the
opportunity in order to sell autonomous vehicles or shuttles to a transit operator which needs to
be assimilated into the operators control center and existing fleet. There are also some other
potential customers of Va As which includes transportation network operators or car rental
companies.
In order to solve problem into effective manner at the organizational level, it has been
observed that problem solving model can also help into this context. It can be fulfilled through
following certain steps by Mobil eye company into the following manner:
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First step is that to define the problem into appropriate manner by the Mobileye company
into positive manner. Within this step, team defines the problem into the concrete form. In the
next step, it is necessary for Mobil eye company to baseline the data which are collected within
the process if they do not already exist. It basically permits the measurement of the current level
of performance so that future gains can be measured into subsequent manner. In the next step it
is important to set the goal into appropriate manner so that further actions can be taken
accordingly. The main goal of the company is that to provide the autonomous vehicle through
the car industry into result oriented manner. Goals basically provide direction and vision which
helps the team to make choices and also knows which path to take. It is very important to make
sure that goals should be in measurable terms. In this way, team can measure their performance
towards the goal.
In the next step, Mobil eye needs to make sure that the process can work into appropriate manner
or not whether it is in the control or out of control according to the set procedure. After that
select the best strategy which can solve the problem into appropriate manner (Lopez-Montiel and
et.al., 2021). The team needs to brainstorm and find out the solutions into strategic manner with
support of strategies. Bench marking and fish bone diagram act ass the important parameter in
terms of executing the results into appropriate manner. In the further step, it is necessary to
implement the strategy into result oriented manner with an action plan. After that team has
evaluated that the solution has been effective or not. According to the data it has been easier for
Mobil eye company that whether the steps taken are beneficial or not for the company ffrom the
perspective of long term (Banerjee and Jeihani., 2021). After that it is important to develop an
ongoing process in order to assure that the gain stay is in place for the long term. It has been
observed that sometimes problem gets its solution and then later resurfaces. This situation has
been occurred in that case when the solution has been determined but the system can’t adopt it
into successful manner. In the further step, company keeps an eye on the continuous
improvement so that proper monitoring can be done by the Mobil eye company. This is the last
step when the accomplishment has been recognized by the company into positive manner where
all the efforts of team members and related people reaches to their final destination.
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CONCLUSION
The above stated report concludes that companies have to work very hard in order to
implement their new ideas into effective manner. It has been concluded that with the effective
implementation of technology at the organizational level and within the products not only
benefits the organization into positive manner but also support people in term of raising their
level at the societal level. It has been determined that within the business there are different
challenges and problems which organization has to came across which can be immediately
resolved through support system of practical solution. It has been observed that for finding the
solution of the problem it is necessary to analyses the market into deeper manner and do the
research into particular field with positive approach so that results can be achieved within the
period of time. It has also been concluded that only research is not effective an organization has
to think beyond the perspective and has to look from the future perspective of two to three years
as well. So technological development is very necessary for organizational growth and
development as well.
REFERENCES
Books and Journal
Qi and et.al., 2021. Tackling Variabilities in Autonomous Driving. arXiv preprint
arXiv:2104.10415.
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networks. In 2021 22nd International Symposium on Quality Electronic Design (ISQED) (pp.
311-316). IEEE.
Hanuman, A.S. and Kumar, G.P., 2021. Robust and real-time multi-lane and single lane
detection in Indian highway scenarios. In E3S Web of Conferences (Vol. 309). EDP Sciences.
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Liu and et.al., 2021. Trajectory Prediction of Preceding Target Vehicles Based on Lane Crossing
and Final Points Generation Model Considering Driving Styles. IEEE Transactions on Vehicular
Technology, 70(9), pp.8720-8730.
Solmaz and et.al., 2021, September. Development, Analysis, and Real-life Benchmarking of
RRT-based Path Planning Algorithms for Automated Valet Parking. In 2021 IEEE International
Intelligent Transportation Systems Conference (ITSC) (pp. 621-628). IEEE.
Jeon and et.al., 2021. A Smart Bicycle That Protects Itself: Active Sensing and Estimation for
Car-Bicycle Collision Prevention. IEEE Control Systems Magazine, 41(3), pp.28-57.
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Duan and et.al., 2021. Encoding distributional soft actor-critic for autonomous driving in multi-
lane scenarios. arXiv preprint arXiv:2109.05540.
Banjade and et.al., 2021, September. Vulnerable Road Users Safety in Infrastructure Assisted
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(ISC2) (pp. 1-7). IEEE.
King and et.al., 2021. Capturing the Variety of Urban Logical Scenarios from Bird-view
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Γενικών Μαθημάτων).
Lopez-Montiel and et.al., 2021. Evaluation of deep learning algorithms for traffic sign detection
to implement on embedded systems. In Recent Advances of Hybrid Intelligent Systems Based on
Soft Computing (pp. 95-115). Springer, Cham.
Banerjee, S. and Jeihani, M., 2021. Forward Collision Warning Systems: Validating Driving
Simulator Results with Field Data. arXiv preprint arXiv:2112.13645.
Engstle and et.al., 2017. Software Development for Autonomous Driving
Functions. ATZelektronik worldwide, 12(1), pp.42-47.
Jeong, Y., 2021. Predictive Lane Change Decision Making Using Bidirectional Long Shot-Term
Memory for Autonomous Driving on Highways. IEEE Access, 9, pp.144985-144998.
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