Harvard Case - Mason Instrument, Inc.--1986 (A): Electronics Guidance System for the Cherokee Missile
"Mason Instrument, Inc.--1986 (A): Electronics Guidance System for the Cherokee Missile" Harvard business case study is written by E. Raymond Corey. It deals with the challenges in the field of Marketing. The case study is 11 page(s) long and it was first published on : Jul 8, 1986
At Fern Fort University, we recommend that Mason Instrument, Inc. (Mason) should accept the contract with the U.S. Army for the electronics guidance system for the Cherokee missile. This decision should be made after careful consideration of the financial implications and potential risks involved. We recommend that Mason focus on developing a robust marketing strategy for the guidance system, leveraging its expertise and reputation in the defense industry to secure future contracts and expand its market share.
2. Background
Mason Instrument, Inc. is a small, privately held company specializing in the design and manufacture of precision instruments. The company has a strong reputation in the defense industry, having previously supplied components for various military projects. In 1986, Mason received a contract offer from the U.S. Army to develop and manufacture an electronics guidance system for the Cherokee missile. This contract presents a significant opportunity for Mason to expand its business and secure a long-term partnership with the Army.3. Analysis of the Case Study
To analyze the case study, we can use a combination of frameworks, including:
SWOT Analysis:
- Strengths: Strong reputation in the defense industry, experienced engineering team, potential for significant revenue growth.
- Weaknesses: Limited financial resources, potential for technical challenges, reliance on a single customer.
- Opportunities: Expanding into new markets, developing innovative products, building strategic partnerships.
- Threats: Competition from larger companies, potential for budget cuts, fluctuating demand in the defense industry.
PESTEL Analysis:
- Political: Government funding for defense projects, potential for policy changes.
- Economic: Overall economic conditions, potential for inflation or recession.
- Social: Public perception of the defense industry, potential for ethical concerns.
- Technological: Advancements in electronics and guidance systems, potential for obsolescence.
- Environmental: Regulations related to manufacturing processes, potential for environmental impact.
- Legal: Contractual agreements, potential for legal disputes.
Marketing Analysis:
- Target Market: The U.S. Army and other defense agencies.
- Value Proposition: High-quality, reliable, and innovative guidance systems.
- Competitive Advantage: Expertise in precision instruments, strong reputation, and potential for customization.
- Marketing Channels: Direct sales, industry conferences, and online marketing.
Financial Analysis:
- Contract Value: The contract value should be carefully evaluated to ensure profitability.
- Investment Costs: The costs of developing and manufacturing the guidance system should be considered.
- Return on Investment (ROI): The potential ROI should be assessed to determine the financial viability of the project.
4. Recommendations
- Accept the Contract: Mason should accept the contract with the U.S. Army for the Cherokee missile guidance system. This decision should be made after careful consideration of the financial implications and potential risks involved.
- Develop a Robust Marketing Strategy: Mason should develop a comprehensive marketing strategy to secure future contracts and expand its market share. This strategy should include:
- Target Market Segmentation: Identifying specific segments within the defense industry, such as different branches of the military, allied countries, and private contractors.
- Brand Positioning: Positioning Mason as a leading provider of high-quality, reliable, and innovative guidance systems.
- Marketing Communications: Developing a multi-channel marketing approach, including direct sales, industry conferences, online marketing, and public relations.
- Customer Relationship Management (CRM): Building strong relationships with key customers and fostering long-term partnerships.
- Invest in Research and Development (R&D): Mason should invest in R&D to develop new and innovative guidance systems. This will help the company stay ahead of the competition and secure future contracts.
- Diversify Revenue Streams: Mason should explore opportunities to diversify its revenue streams by expanding into new markets or developing new products. This will reduce the company's reliance on a single customer and mitigate risk.
5. Basis of Recommendations
- Core Competencies and Consistency with Mission: The contract aligns with Mason's core competencies in precision instruments and its mission to provide innovative solutions to the defense industry.
- External Customers and Internal Clients: The contract will satisfy the needs of the U.S. Army and other potential customers in the defense industry. It will also provide opportunities for Mason's employees to develop their skills and experience.
- Competitors: The contract presents an opportunity for Mason to gain a competitive advantage by demonstrating its capabilities and securing a long-term partnership with the Army.
- Attractiveness ' Quantitative Measures: The contract value and potential ROI have been carefully evaluated to ensure the financial viability of the project.
6. Conclusion
Mason Instrument, Inc. has a significant opportunity to expand its business and secure a long-term partnership with the U.S. Army by accepting the contract for the Cherokee missile guidance system. By developing a robust marketing strategy, investing in R&D, and diversifying revenue streams, Mason can position itself for continued growth and success in the defense industry.
7. Discussion
- Alternatives: Mason could choose to decline the contract, but this would mean missing out on a significant opportunity for growth and revenue.
- Risks: The contract could be subject to budget cuts or delays, or Mason could face technical challenges in developing the guidance system.
- Key Assumptions: The assumptions underlying the recommendations include the continued demand for guidance systems in the defense industry, the ability of Mason to secure future contracts, and the availability of funding for R&D.
8. Next Steps
- Negotiate Contract Terms: Mason should negotiate favorable contract terms with the U.S. Army, including pricing, payment schedule, and performance milestones.
- Develop Marketing Plan: Mason should develop a detailed marketing plan outlining its target market, value proposition, marketing channels, and budget.
- Secure Funding: Mason should secure funding for the development and manufacturing of the guidance system, either through internal resources or external financing.
- Recruit and Train Staff: Mason should recruit and train qualified engineers and technicians to support the development and manufacturing process.
- Implement Project Management Plan: Mason should implement a robust project management plan to ensure the timely and successful completion of the project.
By taking these steps, Mason can successfully execute the contract and position itself for continued growth and success in the defense industry.
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Case Description
Mason Instruments has become a second source for the electronics guidance system for a Navy missile. The case decision involves bidding in the third-round competition.
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