Integrated Case Study: Mobileye's Future in Driverless Technology

This integrated case study examines Mobileye, a key player in the autonomous driving technology sector. It explores Mobileye's competitive position, the challenges it faces in a rapidly evolving industry, and its relationship with Google. The study delves into the company's initial success, technological innovations, and market share predictions, while also addressing consumer perceptions, cost barriers, and the importance of safety features. The analysis includes a SWOT analysis, external environment factors, and critical issues like pricing strategies and technical advancements. The report aims to assess the future of driverless technology, identify benefits, and recommend areas for improvement. The case study also provides a comparative analysis, applying the findings to another company in the same industry, such as Google, highlighting potential recommendations for their self-driving car concept.

INTEGRATED
CASE STUDY

TABLE OF CONTENTS
INTEGRATED CASE STUDY ......................................................................................................1
CHAPTER- 1 INTRODUCTION....................................................................................................3
CHAPTER -2 CASE BRIEF...........................................................................................................6
CHAPTER -3 PROBLEM STATEMENT AND PLAN OF ANALYSIS .....................................9
Scope of study..............................................................................................................................9
Plan analysis.................................................................................................................................9
CHAPTER -4 ANALYSIS AND FINDINGS...............................................................................19
CHAPTER- 5 PROPOSED SOULTION TO PROBLEM ...........................................................24
CHAPTER- 6 APPLICATION OF THE FINDINGS ON ANOTHER COMPANY FROM THE
SAME INDUSTRY .....................................................................................................................28
Introduction ...............................................................................................................................28
Background of Google ..............................................................................................................28
The problem in Google self driving car concept.......................................................................29
Recommendations......................................................................................................................33
REFERENCES .............................................................................................................................34
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CHAPTER- 1 INTRODUCTION
Case study analysis is regarded as description of actual administrative situation that
involves 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 described
or portions which have been disguised as a reason of privacy. There is presence of several case
studies that are written in a manner that the reader takes place of the executive who possess the
responsibility towards making decision to assist in solving the issue. In almost all the case
studies the decision can be made regarding leaving the situation as such and doing nothing (Hair
and 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 developing
leading technology relating with autonomous driving systems (Kotler and et.al., 2015). Mobileye
has emerged in the year 2014 as one of the most exciting organization in the race of driverless
car. After making an public appearance in August 2014 the organization has established towards
becoming the facto standard for the vision based autonomous as well as self driving cars. The
present case aims at exploring the competitive position of the organization. The challenges faced
relating to sustaining the advantages in highly competitive industry. It also involves the manner
in which the company has worked with Google the publicly perceived leader in the self driving
revolution (Naert and Leeflang, 2013).
It has been determined that before the introduction of the technology it was assessed by
several analysts the technology which the company is going to adopt is wrong. Further it was
determined that the functions of organization were wrong and moreover the customer choice was
also ineffective (Mertens, 2014). But with 285 models of car as well as 20 car manufactures
commitment to the technology the Mobileye was on a roll. In accordance with the case the
Mobileye forecasted that they would be able to capture 80% of the market share of the
autonomous driving systems across the globe.
In the present era customers are increasingly becoming open towards the idea that relates
with bringing autonomous as well as driverless technology. As per the case the survey provides
that 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 to
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this. This was beyond trust and comfort. Such is related with price. The technology is very costly
as there is utilization of expensive equipments within this. Thus such cannot be afforded by the
people who belongs to lower class or middle class. It is important that technology offer greater
advantage 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 greater
willingness in making adoption of technology that relates with driver assistance applications
which 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 is
relating with the ability to offer support to the wider variety of driver assistance function by the
means of using single camera (Beuren and et.al., 2013). Innovation is being bought for the
customers as it assist in increasing their convenience but such is required to be as per the one
who are the target market. In accordance with the case there is presence of other benefits as well
along with the safety. This is in terms of reducing congestion as well as enhancing the capacity
of the highway through traveling more closely together as well as coordinating movements by
the means of intersections (Armstrong and Taylor, 2014). Moreover it has major benefit in terms
of fuel efficiency. The case presents that it is significant for the government and regulatory
authority 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 automated
vehicles. In the present report the issues that are being faced are discussed along with the
potential benefits of the particular technology (Alfesand and et.al., 2013).
Rationale for the study
The purpose of carrying out analysis of the present case is to make deeper insight to the
view future of driverless car. In the present era there is greater increase in the number of road
accident. This is regarded as the major problem which is required to be focused upon (Kehoe and
Wright, 2013). Because of such the need for the technology related with driverless car has
emerged to a greater extent. This has greater demand among the market as today the customer
require greater convenience that can assist them in performing routine functions with greater
ease. Keeping in view the safety measures that are needed in the modern times there is need for
development of such kind of technology that can act as an aid in manufacturing of the car that
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are well equipped with the cameras as well as possess active safety measures. In the present era
there is greater competition among the firms regarding development of such technology in order
to gain competitive advantage within the market. The present study is based upon the analysis of
the 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 by
the organization with the introduction of such technology.
Aims and Objectives
The aim of the present investigation is: To explore the future of driverless technology in
car. In addition to this the objectives of the present investigation has been enumerated in the
manner stated as under:
 To assess the future of driverless car technology and its importance
 To determine the benefits attached with driverless car technology
 To evaluate the issues faced by the organization in development of such technology
 To recommend the areas of improvement of Mobileye
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CHAPTER -2 CASE BRIEF
The present case is in context of Mobileye. The case reflects the situation of the
organization wherein it is findings out manner in which it can launch its reformed services
related with self driven autonomous cars within the market (Beamond, 2015). However such is
vitally attached with certain preceding factors of criticism by various partnership alliances who
deal with failed perception relating with Mobileye products. The cited organization is renowned
for its proficient services of its three leading products that possess certain prominent features of
making detection of collision. This involves certain other pivotal solutions for the automotive
services. It is related with buses, lorries and their general fleet amenities (Purce, 2014). Under
this designed equipment of the cited firm ensures to offer warning on time at the duration of
departure of lane. Such equipments are comprised of headway monitoring formulation in
addition to certain detection activities relating to intelligent high beam through together making
indication of speed limit. It is considered as the world leader in the systems of collisions
avoidance with certain progressive schemes of advanced driver support (Bratton and Gold,
2012).
While demonstrating the missionary concept of Mobileye they are successfully heading
in the direction of fine technical conception that was being focused in order to save the
individuals life by preventing them for the accidental clauses relating with collision that has
diminished expenses of the fuels (Kehoe and Wright, 2013). Their systems designed thus reflects
certain spectacular features of the equipments in which they are tremendously convergent to
empower the drivers with certain improvised outlook related with driving. Mobileye began in the
year 1999 by two of the leading founders whose aim to make reduction of the fatal occurrences
of accidents. Such has resulted in coming up with pivotal equipments which have worked for
over 250 models and thus Mobileye is affiliated with number of partners that is nearly 20 of the
car companies (Tummala and et.al., 2012). The visual modality of their machines is being
operated through its headquartered research and development department within Jerusalem that
is located in Israel. Furthermore operational establishments of Mobileye is situated within the
region of US, China, Japan and Germany wherein it possess sound attachment in the distributors
in greater than 48 varied locations (Davenport, 2013). Through this Mobileye is looking towards
the danger free future with none of the accidental cases through the implementation of its
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centered technology. On the other hand the current situation is making depiction regarding the
future consideration of the enterprise that is being approached by them in relation with the
meticulous development of the self driven cars along with autonomous system in it. In context of
this they deal with certain impediment obstacles of the lower technical staffs as well as some
other relative concerns of making apt investment of the funds in their newer exposure (Anderson
and et.al., 2014). In addition to this they are looking for enlargement of the base of the market
wherein they can successfully refer to increase standardized business operations. It is required to
make assessment at primary level of the selected marketing arena in which they can look towards
expansion of their activities relating with operational business activities.
External environment
This is in relation with defining the major scope of the present study wherein suitable
strategies related with marketing of Mobileye needs to be altered within their existing strategies
as well as implications (Venkatesh, Thong and Xu, 2012). The lower cost strategy of the
Mobileye is together regarded as an analogous concern where they are losing their hold from the
market share. The survey would offer assistance to the business to strategically carry out their
work with suitable collaborations of certain considerable action plans. Such business reports has
together presented certain recommendatory measures for Mobileye wherein they can together
perform with balance in creation of their personnel resources (Thompson, 2013). This is to
basically work on the pivotal cogitation of the technical agendas for future course of time. Such
is regarded as work with levelled aspect of performing in primitive regions of research and
development by together making design of certain progressive constituents of the self driven
autonomous cars.
Issues that are experienced by Mobileye
In the present case study certain issues have been depicted that are problematic concern
relating with Mobileye wherein they deals with certain leading technical issues for the purpose of
working on the considerations for future organizational operations (Davenport, 2013). At present
they are operating with slight lenient approach relating with managerial perspective of the
business. Together such is being attached with certain other stringent factors relating with
domestic as well as foreign markets where the study would depicts certain major concerns of
incorporation of the present number of services with Goggle and alteration in the strategies
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related with pricing. It is with respect to applicability of the policy relating with premium pricing
through 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
Strengths
 Rise in the rate of growth
 The domestic market that is being possessed by the firm
 Stronger network of sales as well as distribution The strength of the firm lies within its technical workforce who possess the ability to
make development of such unique technology of driverless car for the market (Kehoe and
et.al., 2016)
Weakness
 Structure of cost as well as tax
 Competitiveness within the market (Gilmour, 2013) Tremendous requisition of the funds invested in department of research and development
Opportunity
 The firm possess the opportunity of having global number of markets to carry out
operations across the globe Increase in the rate of profitability with the new acquisitions of the products as well as
services (Monczka, and et.al., 2015)
Threat
 Major 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 in
decreasing the range of profitability
Assumptions of the present situation
It is majorly with respect to determining the existing prevalence of the Mobileye wherein
they exist with respect to launch of driverless car in future course of time. This would need
greater amount of both financial as well as human resources in which Mobileye possess the
ability to resolve the obstructive constraints through making utilization of upcoming
opportunities (Fernie and Sparks, 2014).
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CHAPTER -3 PROBLEM STATEMENT AND PLAN OF ANALYSIS
Scope of study
The ideas beside the verdict applicable solution are to determine the scope of the study.
There would be greater need to make identification of the problems reflected in the case study
and offer solution to the problems (Bak, and et.al., 2013). The particular section of the report
deals with the identification of the problem that is being experienced by Mobileye. Further the
plan of analysis is being developed so that solution to the issues can be determined in an
effective manner. The problems which are being faced by firm require greater attention so that
timely actions can be taken in order to resolve the issues with greater effectiveness (Rachet,
2014). The identification of the issues in the present case study has been enumerated in the
manner stated as under:
Plan analysis
Problem 1
From the case study it can be viewed that the first problem which is being experienced by
Mobileye is related with dealing with smaller segment of their sales force with none of the other
descriptive policies relating with accountabilities of the other department workforce. This has
lead to lenient process that is being followed for carrying out operations in the international
chain of services in which Mobileye is facing certain stringent problems of expertise linked with
the technical staff (Yüksel, 2012).
Problem 2
The problem stated above results in lenient process of operating into international chain
of services. However Mobileye organization is facing issues that are related with stringent
problem that is associated with expertise technical staffs. It is regarded as the primary
determination of their lenient internal structure wherein they needs to make development of
impelling structure of their firm for handling their intrinsic organizational bodies (Anton, 2015).
Harvard model of HRM
Harvard model of HRM is comprised of total five leading elements. These to a greater
extent are linked with one another. It starts with presence of stakeholders who are major
anticipatory body within each and every organization (Grünig and Kühn, 2015). This is in
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relation to stating the strategic consideration of carrying out operations with certain fine
implications of action plans of Mobileye wherein they needs to refer to involve stakeholders of
their organization. Under this the participatory bodies such as personnel, investors as well as
shareholder can together develop specific strategic plans that can be enforced by the cited
business. This is comprised of regimental bodies of Mobileye in which they can work in
accordance with the clause that is being presented (Hasan, 2013).
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Illustration 1: Harvard model
Source: (Hrm models,2015)

It is majorly in relation to the reform the stricken state of the cited business in which the
operations of the firm to a significant level are influenced by the unstable political stipulations of
their active markets (Hollensen, 2015). The model lay emphasis on the major situational factors
as critical means that can assist in development of strategies in desired format. It majorly reflects
the featured dimensions related with appointed set of employees in Mobileye by together relating
it with targeted precedence of the firm. In accordance within this the employees of HR
department needs to make development of work policies of the firm (David and David, 2016).
The outcome of HR in addition with the certain long term consequences is regarded as to other
subsequent parts of the model. Such are vitally activate amended operations of the organization.
Problem 3
Another problem is reflecting the next problematic concern relating with the Mobileye in
which it is lacking in impelling the placement of the international policies of the organization.
Further this is resulting in the continuous hit by the means of making changes in the political
environment of their markets. Such is together relating with another impediment restraints
relating to lesser training as well as development exposures to the Mobileye's technical
workforce (Klein and et.al., 2016).
Problem 4
Next in the series of stating the problem another issue that is being experienced by the
firm is related with inadequacy in the communication formation which is regarded as most
disrupting element of the firm which is creating major gap in the individuals of Mobileye. The
company in an analogous structure of the communication deals with certain pessimistic
hardships of making an effective interaction with the personnel (Antony, 2012).
Berlo's Model of communication
The model of Berlo's is comprised of majorly four components that are describing
process of communication. This includes sender, message, channel as well as receiver. Sender is
the source of the message or the one who is responsible for originating the message. The source
is involved in sending the message to the receiver (Sohel and et.al., 2014). There is a need to
consider certain factors while making communication. This is comprised of communication
skills, attitude, culture, knowledge as well as social systems. Another component is message.
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This is regarded as the substance which the sender sends to the receiver. This can be in form of
voice, audio, text, video or other media. There is existence of certain key factor that affects
message (Jordan and et.al., 2016). This includes content, elements, treatment, structure as well as
code. Another element in the model is channel. This is referred to as the medium that is being
utilized for the purpose of sending message. In mass communication as well as other
communication form, technical machines can be utilized. This can be used as channel such as
telephone, internet etc. The effectiveness of the channel is being influenced by the means such as
hearing, seeing, touching, smelling as well as tasting. Next in the series the component of the
models is the receiver (Woodside and et.al., 2016). He is the one who gains the message within
the process. The models believes that pattern of thinking and all the other factors presents above
needs to be incorporated in order to ensure effectiveness of communication. The receiver needs
to possess sound skills of listening. Apart from this the other factors include similar as the
sender. It is regarded as the advanced model of Shannon and Weaver' theory which is major
involves four elements (Dobbs, 2014). The model would be implemented with the aim to
enhance the strategies of communication of the business. However such peculiar model together
is comprised certain associative factors of drawbacks wherein this is referred to involve pivotal
means of gaining feedback from the incoming of the message transmitted.
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