Module 1 Memo
MBA 580: Innovative Strategies in High Performance Organizations
January 12, 2025
To: Whom it May Concern:
From: Senior Management
Date: January 12, 2025
Introduction:
There is a desire for vehicles to become “smarter”, and a need for cleaner and safer data
collection. Our company is starting a project involving new connected cars using the Internet of
Things (IoT). This memo will discuss the possible reactions to the actions of creating a more
autonomous vehicle using the RWW (real, win, worth it) screening tool.
Real:
In terms of the target market of people wanting a new autonomous vehicle, there are customers
already utilizing the Internet of Things (IoT) in their homes, as well as customers looking for a
new smart vehicle are considered part of the market. Features such as fuel measurement have
been around since the 1900s. According to The Speed Trap, the first mechanical dash mounted
fuel gauge was installed on the 1914 Studebaker (History Hits: Forgotten Technology—Early
Fuel Measurement, 2017). Global Positioning System (GPS) has been around since about the
1970s (The History of GPS for Vehicle Navigation, n.d.). Specific sensors that do not exist or are
very new might be a strong market to begin with, such as the ability for a vehicle to detect when
the driver has become unconscious, and use its automation to safely pull over, and call for help.
Win:
As long as the price is fair the market will not suffer. Creating and then overcharging can drive
customers away before the product is even complete. The product will have some of a
competitive advantage over the companies who have not yet started moving towards automation
and the IoT. Companies who have already established their use of smart technology will be
competitors, and we can stand out if we offer something the competitors don’t. Competitors
might respond with a price cut on their product, or by rewarding current customers for their
loyalty. By observing purchase patterns, and researching competitors, our company can maintain
a competitive advantage and a strong understanding of how this particular market operates. The
vehicle industry is growing, with companies like BMW coming out with smart cars and trucks
left and right. It’s important we maintain a strong advantage over smaller companies trying to
reach the height of BMW.
Is it Worth Doing:
The new product inside new vehicles will be profitable in the beginning, but as competitors pick
up the pace, the risk of losing momentum becomes greater. It makes sense to launch the product
due to the demand it calls for. Announcing new innovations to the market benefits the company,
customers, and potential partners. The importance of having autonomous vehicles around stems
from people’s needs. If vehicles could tell the driver how much fuel they have as well as direct
them to a gas station, vehicles could also alert drivers and passengers of real time issues, such as
a flat tire, or if the driver falls unconscious and/or loses control. Lives would and could be saved
with the creation of these sensors, and the price can be high enough it gives us an advantage, but
low enough to afford. Programs being offered to help finance them to everyone could aid in our
growth in the market for this product. I believe that the success of these vehicles on the market
will allow our company to grow due to the high demand for autonomous vehicles and the
reasonable price they cost. The support for this project is high amongst middle and high
management as well as the CTO.
References
History Hits: Forgotten Technology—Early Fuel Measurement. (2017, August 21). The Speed
Trap. https://thespeedtrap.net/2017/08/21/history-hits-forgotten-technology-early-fuel-
measurement/
The History of GPS for Vehicle Navigation. (n.d.). Transfinder.
https://www.transfinder.com/resources/The-History-of-GPS-for-Vehicle-Navigation
