IMM Assignment 1

CASE 1
Ans.1
It will be very challenging for Google’s Moonshot Factory, as it has to deal with bringing
internet access to one third of the population who is not able to access it. They plan have
solar powered balloons in which Google can land them at ground stations to provide
internet connection. According to the new-product continuum, Google’s Moonshot factory
falls in Irregular innovations. Nothing like this has ever been done before so Google has to
come up with new technology in order for it to be successful. According to the case study,
Google would have to take in account wind currents around the globe or that could provide
trouble as to what they are trying to do. It’s a new technology so they would have to spend
an elaborate amount of time in order for it to be a success

Ans.2
Obstacles Google will have to overcome before the concept becomes widely adopted :-
• Creating and maintaining maps for self-driving cars is difficult work specially for roads
where lanes are not properly defined. Showing traffic concentration is very different from
driving in those traffics. Google will have to overcome this challenge.
• Driving requires many complex social interactions, which are still tough for robots.
Driving is an intensely social process that frequently involves intricate interactions with
other drivers, cyclists, and pedestrians. In many of those situations, humans rely on
generalized intelligence and common sense that robots still very much lack.
• Weather still poses a major challenge for self-driving vehicles. Much like our eyes, car
sensors don't work as well in fog or rain or snow. Weather makes everything trickier.
• Another big obstacle for self-driving cars isn't technical — it's political. Before self-driving
cars can hit the roads, regulators are going to have to approve them for use. One thing
they're going to want to ask is: How safe are these things, anyway? We may have to design
regulations before we know how safe self-driving cars really are
• Another issue is cybersecurity. How do you make sure these cars can't be hacked? As
vehicles get smarter and more connected, there are more ways to get into them and disrupt
what they're doing.
Ans.3

Google is one of the largest brands which use discontinuous innovation strategy to
come up with a variety of products. These products range from calendars, images,
contacts and chat rooms. Google has also put their foot in the door of operation
systems and mobile devices. In terms of global sales, Google’s Android operating
systems account for roughly 80% of the market. Major phone brands such as;
Samsung, Motorola, LG, and Nexus all use Android operating systems. Google's
biggest cell phone competitor is Apple. While both are big names in the cellphone
industry Apple phones are the only phones to operate on the Apple iOS operating
system. Still, the two companies are very competitive, and they are both taking
their rivalry to other markets. Both Google and Apple are in the music and
automotive industry, more so they have both created operating systems for car
audio systems. Google has created Android Auto, and Apple designed CarPlay.
Both systems are being used with car manufacturers all over the world. While
these two are very similar, an executive car manufacturer would want to conduct
research and determine which would suit his cars and consumers better. After
conducting research, it seems that Android Auto would be the better system to
place into their cars.
CASE 2

Ans.1

Competitive advantage of Smart is that the Smart car has better characteristics compared
to the products of Smart’s rivals. Smart car is an ecologically harmless, top quality car
designed for city usage. It is designed to carry two passengers. Smart car is comfortable
and easy to use. Smart’s brand promise is to provide smart vehicle to address the needs of
city residents at reasonable price. “Smart” – the brand name stands for the unique product
in the competitive market. The brand promise reflects the company’s strategy. It allows
customers being emotionally attached to their cars. Smart cars are designed to be
affordable, durable, comfortable and stylish. Smart’s brand positioning is aimed at
attracting customer attention. It guides the strategy of the company. Smart car’s models,
such as Smart Roadster and the Smart for four (a four-door model), SUV—the Smart for-
more of 2006, and others contribute to brand positioning.

Ans.2

The Honda Element, Scion iQ, Kia Soul, or Fiat 500 are the close competitor of
Smart. Smart is a two-door city car which is eco-friendly with electric and gas
engine. This car has unique design quality built a car which is developed for
middle-income group. Smart has developed a culture to own such car means more
than just having a car.
Those are targeting the same customers as that of Smart because these are also a
normal sized car that may appeal to certain customers. These four brands are the
extension of already existing car companies whereas Smart is its brand and
developed to target only one type of consumers. These four cars are higher in price
as compared to Smart. Smart’s Us launch is not too late because it did a great job
by differentiating its brand effectively to stand out of the crowd.

Ans.3
Penske Automotive group withdraw their dealership agreement of Smart Cars
owing to the failure of cars’ sales expectation. The group has immediate results at
start but for different reasons, it failed to keep the phenomenon intact and
ultimately couldn’t afford the drop of sales. The smart cars ambition to take the
market within few years are greatly hurt by the decision of the group. The people
looking for a smart, small, eco-friendly vehicle are not enough for dealers like
Penske Automotive to keep themselves intact. Smart Cars need to offer more
than two seaters as they often comes in competition with other two-wheel drive.
Ans.4

The success of social media strategy would greatly depend upon the target market
for Smart cars. If the strategy is meant for Gen Y, then the outlined marketing
program has a positive chance of being successful. However, if the target market
comprises of is Baby Boomers or Early Gen X, some other strategy should be
adopted.
Recommendation:
When the Smart car was launched, there were only a few TV or print ads. There
was the lowest awareness about the brand. Although its promotion is active on
social media, it is important to promote what consumers matter the most. This
includes attributes such as safety, value. The Smart car’s image should be properly
promoted. The promotion should be capable of realizing people what a Smart car
can offer for value. Further, a Smart car can be promoted on modern, hip shows.