Part Two Strategic Plan for FINAL PROJECT REVISED
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STRATEGIC PLAN
Milestone Two: Strategic Plan for Innovation Implementation Nick Roy Southern New Hampshire University
MBA-580-Q2734 Innovation/Strategy High-Performance Organizations 23TW2
Author Note In partial fulfillment for the course requirements MBA 580 Innovation and Strategy in High Performance Organizations.
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2
Abstract After assessing various innovation options, analyzing market competition, and evaluating our capabilities, I confidently presented a well-informed recommendation to our stakeholders. The recommendation involves two paths: Option A, which leverages disruptive technology with a new electric vehicle with self-driving capabilities, and Option B, a more conservative approach focused on incremental innovation. I strongly advocate for Option A to keep pace with our dominating competitors in this disruptive market. Upon receiving approval from the Chief Technology Officer, our immediate course of action entails formulating a meticulous and all-
encompassing strategy to effectively propel the launch of this groundbreaking new product. This includes evaluating our competitors' strengths, benchmarking our performance, assessing market size and growth, and creating contingency plans for uncertain business conditions. We must remain adaptable and forward-thinking, considering various scenarios and adjusting our plans to respond effectively to unforeseen circumstances. With our business landscape being in constant flux and transformation, our success will depend on our ability to anticipate and adapt by bringing cutting-edge innovation to the market.
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Table of Contents
Milestone Two: Strategic plan for Innovation implementation
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4
Analyze the competitors’ relative strengths in the marketplace
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5
Explain how your company’s market share compares to your competitors’.
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7
How do your company’s financials look compared to your competitors’?
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8
Identify future potential total available market (TAM) and growth for each chosen product/service and technology
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9
Identify ways to adjust if business conditions change
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10
Describe the steps your company needs to take from concept outline to launch.
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11
Securing Additional Capital Will Be Required
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12
Timeline From the Beginning of Development Until Initial Product Launch
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12
Appendix
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14
Market Share Percentages by Market and Competitors
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14
Figure 1: Market share percentage for car and truck now by market and competitors
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14
Figure 2: Market share percentage for car and truck in 2030 by market and competitors
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14
Figure 3: Market share percentage for connected cars and trucks now by market and competitors.
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15
Figure 4: Market share percentage for connected cars and trucks in 2030 by market and competitors.
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15
STRATEGIC PLAN
4
Milestone Two: Strategic plan for Innovation implementation
Our company holds a prominent position as a manufacturer of high-end and mainstream automobiles and trucks within the United States. We have excelled in integrating advanced car technologies and are strongly dedicated to maintaining our competitiveness in this expanding market. Although our projected growth for connected cars falls just below the industry average at
10.2%, we are resolute in seizing leadership opportunities and staying on par with not only our main luxury rival, BMW, but also other prominent players such as VW and Toyota. Our unwavering commitment drives us to deliver cutting-edge automotive solutions that exceed customer expectations.
BMW offers an extensive array of connectivity and information services, including cutting-edge driver-assist features like automated parking and lane-keeping. Furthermore, BMW has set its sights on the future, striving to introduce fully autonomous driving vehicles within the next 12 years. Embracing technological advancements, BMW remains committed to enhancing the driving experience with innovative solutions for customers worldwide (Schroeder, 2023). On the other hand, Toyota has demonstrated proficiency in integrating social media functionality in Japan and seeks to extend this offering to the European and U.S. markets (Nkomo, n.d.). However, the expansion is contingent upon the availability of 5G wireless technology. By adopting innovative approaches and keeping pace with evolving technologies, both BMW and Toyota strive to deliver cutting-edge solutions and elevate the driving experience for their customers across the globe. Apple is poised to revolutionize transportation with its upcoming ventures in autonomous
vehicles. By the mid-2020s, Apple plans to introduce a cutting-edge fully autonomous delivery
STRATEGIC PLAN
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vehicle. Furthermore, the company aims to launch a passenger car equipped with autonomous capabilities within the next decade. These groundbreaking technologies will undoubtedly reshape
the automotive industry and redefine our perception of mobility (Gurman, 2022). Here at our company, we have two innovative plans: incremental innovation and radical innovation. However, we have made the decision to embrace disruptive innovation and utilize recent technology to create a completely new product line. We are excited about the future and committed to staying at the forefront of the industry by continuously pushing the boundaries of innovation.
Analyze the competitors’ relative strengths in the marketplace
The automotive industry is a dynamic landscape, and among the key players, Toyota shines with an impressive net revenue of $19.7 billion. Volkswagen follows closely with $16.1 billion, while BMW secures the third spot with $6.1 billion. Unfortunately, our company trails behind with a modest $0.9 billion. When we evaluate the debt-to-revenue ratios, Toyota carries a
significant burden of 94%, whereas our company follows closely at 69%. In comparison, VW and BMW have lower ratios of 64% and 62%, respectively. Analyzing these figures in detail, we
find that BMW emerges as the industry leader, with VW securing the second position. Though we regrettably fall behind in this ranking, our commitment to growth and progress remains steadfast (MBA 580 Comparable Growth Data).
Moving forward, our comprehensive analysis takes a deep dive into the ever-evolving market landscape. Leveraging the power of interactive Power BI, we present four eye-catching pie charts in Figures 1, 2, 3, and 4, which unveil valuable insights into the projected market share
for cars and trucks until 2030. The charts highlight the dominance of VW, with Toyota closely on its heels, while our company eagerly aims to surpass BMW. Our journey to industry
STRATEGIC PLAN
6
leadership is fueled by an unwavering determination to surpass expectations and seize opportunities.
The projections for 2030 paint an intriguing picture of the market's future, albeit not without its challenges. VW is expected to witness growth, increasing its market share from 8.77% to an impressive 9%. On the other hand, our company faces a slight decline, with a projected decrease from 8.54% to 8.4% (MBA 580 Comparable Growth Data). Additionally, the market for connected cars and trucks shows a downward trend for all competitors. Our current market share of 7.1% is anticipated to shrink to 3%, representing a considerable difference of 4.1% (MBA 580 Comparable Growth Data). These shifts in the market demand a critical evaluation of our strategies and an agile response to maintain our competitiveness in this evolving landscape.
This comprehensive examination of the automotive industry illuminates promising prospects for growth while underscoring the need for enhancements amidst market share and performance fluctuations. By harnessing these valuable insights, we can steer strategic decision-
making in the right direction and drive impactful improvements that secure our position as an industry frontrunner.
Explain how your company’s market share compares to your competitors’.
As you will see in figures 1, 2, 3, and 4 showcased in the appendix of this paper, our company is currently ranked third in the light car and truck industry, holding a market share of 5.80% (
MBA 580 Comparable Growth Data
). However, we expect a slight decrease to 5.28% by
2030. The IoT-connected car and truck market presents even greater challenges, as we anticipate a significant decline from 7.10% to 1.98% by 2030. This decline is significant because we will be surpassed by BMW, who is projected to reach 3.07% market share.
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