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IMNPD Assignment Executive Summary This assignment will be discussed about the Google Company and also Google Glass. At first part which is question one we will introduce the Google Goog le Company and Google Glass. Then we tal! about their ongoing plan in from the view of corporate" mar!eting" technology and also the opportunity analysis. #astly in the first question is the strength of growth. $or the second question we tal! about the %earson&s 'ncertainty (ap about Google Glass and the innovative virtuo virtuous us circle circle which which has ) steps. steps. #astly #astly is left left conclus conclusion ion about about this this assign assignmen mentt and the reference we have.
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IMNPD Assignment *uestion + 4 $easible Application Consideration 5%1 for Google Glass -ntroducing Google 6 Google Glass Google&s mission is to organi7e the world&s information and ma!e it universally accessible and useful. 8Google" /9+:; Google is a multinational corporation which provides most of the software products" internet have say that ?we thin! technology should wor! for you to be there when you need it and get out of your way when you don&t.@ 1ue to this issue" they have come out with their product name Google Glass. As we !now from the product name" Google Glass is a glass" with optical head
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IMNPD Assignment ngoing (ar!et %lanning (ar!et planning is a plan or decision that ma!e by mar!eter due to the mar!et environment and organi7ation. (ar!et planning basically will start with aims and obective" research" strategy involve" strategy implementation" further recommendation" and future development. $or Google company" their product Google Glass is a product which rare to mar!et. Google Glass only has few competitors li!e Galaxy Glass from Samsung" Sony Smart Glass" (icrosoft Glass and so on. =ut" due to their strong bac!up from Google Company" the product that can compete with Google Glass is only Apple iGlass which is from Apple Company. So" the mar!eting plan for Google Glass is mainly aim to penetrate the mar!et to increase the awareness globally" gain more DD effects from the audience with the video advertisements and implied the positive feedbac! from users to public for further product enhancements. Then" Google can straight do direct feedbac! from Google Glass with the help of internet questionnaire once a month" and also release questionnaire or rating system on the advertisement video on the internet to gather more information for research. Then Google can focus on the strategy li!e mar!eting mix" implementation and 261 for further improvement. ngoing Technology (anagement Dith the help of Google Company" Google Glass has no worry about the ir software upgrade. The only technology management need to be focus is how to reduce the cost" maintenance fees for Google Glass and implied a higher definition glasses" new stylish design with comfort wearing position" implied a better spea!er" recorder and so on. All of the above is only about hardware maintenance and hardware improvement. =y finish developing all this" Google Glass can gain higher advantage then other competitor" and will obtain a unique position in this new mar!et. pportunity Analysis $rom the mar!eting research" Google can easily analysis the new opportunity from the results li!e what customer needs. This will provide advantage to Google to ta!e the initiator place for the new industry or their product. ther than waiting the result of mar!eting research" Google can also expect their 261 department to develop new ideas" new prototype" or even new products. $or all those new products" they must use in few test mar!et which provide a high
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IMNPD Assignment potential of growth to !now the results before entering the mar!et. (aybe the new product can sync with Google Glass and use together or sales as complimentary product. Strategy of Growth 8=ased from Ansoff (atrix; The purpose of this matrix is to help managers consider how to grow their business through existing or new products or in existing or new mar!ets.8Ansoff" /99;. =ased on the Ansoff (atrix" there are only / ways that were suitable for Google Glass which is product development and diversification. This is because Google Glass is a new product hence" it can be introduce into existing mar!et and new mar!et. $or the product development" Google Glass will have to do further improvement such li!e higher definition" better voice control" even eye sight recognition which helps to control the lens by ust using the eye ball and more. All this new feature will help to provide a unique proposition to Google Glass in the existing industry and able to compete other competitor. =eside" Google also can create a new software which help to enhance the usage and feature of Google Glass which other company is hard to compete with" for example a software that can recogni7e the eye shape" si7e" colour of the users and provide a privacy protection to the Google Glass from others or even can login through Google or any other website with ust recogni7ing the eye balls. $or the diversification" Google Glass need emerge into a new mar!et. The new mar!et can be a mar!et that new about high end -T hardware li!e smartphone" and so on. These new mar!ets are government industry" military industry" and education industry. The video recorder on Google Glass allow those educator or trainer to educate or train their student or soldier with better presentation which is online or lin! to the Google Glass showing how to do the action in live. $or example a doctor is showing how to do a heart operation to their students in live action. Even senator or the government can use it as communicators which help to do more wor!s. =esides" if this has implied successfully" Google can use this point to increase the reliability of the public to Google Glass.
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IMNPD Assignment *uestion / 4 -nnovation (anagement within rgani7ation %earson&s 'ncertainty (ap Two aspects of uncertainty have been found to be important in practiceF the specificity or clarity of ends and the degree of !nowledge about the possible means of achieving those ends. The combination of these has been described as the 'ncertainty (ap. 8%earson" +9;
$igure +.9" A%' Slide =ased from the %earson&s uncertainty map" Google can easily maintain their innovation process by avoiding failure by choosing the correct quadrant from the uncertainty map. The uncertainty map is built by / aspects which is the end factors in low ris! or high ris! the process factors in low ris! or high ris!. Combining (ar!et pportunities -n the low ris! process with low ris! end" %earson named it Combining (ar!et pportunity" which is a situation that allows product improvement or combining existing product. At this quadrant" it is most suitable for Google Glass because it have the less ris! on the end of the process and during the process. At this quadrant" Google Glass might ust need to do few
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IMNPD Assignment improvements li!e new design" higher definition" faster processing hardware or other small improvement in feature and design. This situation need the least of time" least amount of cost and often easy to success. $or example the improvement from i%hone to i%hone s" which have a better loo! and higher processing hardware. Application Engineering =esides" Google Glass also can consider to do further improvement with application engineering. This is because the process is in low ris! but there might be many target and uncertainty ends. 1ue to the strong foundation of the Google -T !nowledge" the process is hard to fail during the process. ence" by continuously doing mar!eting research" it might help to ma!e the target clearer and easier to achieve. 1evelopment Engineering $or the 1evelopment engineering" there is a clear target but high ris! in process. At this point" Google might need to ust focus on the target and provide sufficiency support to it" because the process is filling with many uncertainties. The improvement example can be eye balls recognition system in both hardware and software. This is hard for Google in the process because it include the lens innovation which Google is ust a professional in -T industry of hardware and software. Google might need to invent some lenses that have a small camera to recogni7e user eye ball. =eside" Google can also update their Gmail with the sync of eyeball recognition if the hardware on Google Glass has successful invented. Exploratory 2esearch The last part of the map which is exploratory research is the hardest and most uncertainty lay between. 1ue to too many target and process is too high ris!" Google is not recommended to ta!e that !ind of ris!. =ut" if Google is trying to aim in that quadrant" then Google must first do sufficient mar!eting research to !now what public wants and then analysis own situation which found out they are able to ta!e the ris! or not.
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IMNPD Assignment -nnovative 3irtuous Circle
$igure +.+" A%' Slide The innovative 3irtuous Circle show how to establish and manage the company innovative environment in ) steps. +st step 4 2eputation of rgani7ation Google is basically an innovation company. This is because Google most profitable part is the Adwords. Google Adwords doing advertisement online to lin! the shop into internet and all this involve of innovation and creativity. =esides" Google also come out the Google %lay Store which support the whole Android System. All this innovative ob" service" product" and wor! have made Google a very innovative company. 1ue to the high reputation of Google about -nnovation" this ma!es public perceived Google product as very innovative and easily success on most good product. =ut in other hand" it also provides huge stress to Google 261 team and the expectation from public to Google will be higher.
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IMNPD Assignment /nd step 4 Attraction of Creative %eople 1ue to the high reputation" product" culture of Google about innovation" it helps Google to attract more creative and innovative people. Creative environment easily attract creative people. Google is very high reputation on innovation and creativity wor!. ence" this can ma!e more innovative and creative people to see! ob or as! interview to Google. ,rd step 4 rgani7ational Encouragement 1ue to Google has already list as innovative company" their company environment" facilities" culture and style has also been in innovative stage. This is because Google chairman believe people will do better wor! in better environment. ence a wor! place which provides freedom" fun" rest" food and beverage provide area has been build. Environment with freedom and fun will tolerate error and mista!es also enhance wor! performance for company. ther than company environment" Google also provide rewards to their staff that provide new idea and has been successfully win the heart of audience and public. :th step 4 1evelopment -nnovative %roduct Google can ma!e a further improvement due to the result they find from their mar!et research team after they launch their Google Glass. The further improvement must be magnificent and innovative. $or example Google can add
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IMNPD Assignment 0th step 4 -ncrease motivation 6 reduce frustration (otivation and frustration is one of the main factors that affect the wor! performance of staff. Google has already handled this case nicely by providing best wor!ing environment and reward system. To reduce frustration of staff" Google management level staff will have to motivate and encourage or even provide idea to their followers to not let them frustrate. This may help to enhance the relationship between them and also enhance the performance of ob. )th step 4 igh retention of people =y providing best wor!ing environment and high rewarding to most successful proect" Google also provide sufficient vacation to their staff with allow them to relax. All the benefits that Google provide have help them to retain their staff easily because not many company will provide such benefits to staff.
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IMNPD Assignment Conclusion To conclude" Google Glass is a very new product with high ris! on innovation process and end" which mean this is an exploratory research before. =ut now" Google Glass can be function as smartphone with the bac!up of world largest search engine and world strongest software company. $urther improvement and innovation will be deal with the future mar!et research which ma!es Google !now public need and want. Google has the capacity to accept failure. -n the innovation industry" capacity to accept failure is very important" but with the help of experience" !nowledge and technology that Google have" Google can accept the failure of Google Glass and also celebrate non
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