Harvard Case - Mobileye Update, 2019
"Mobileye Update, 2019" Harvard business case study is written by David B. Yoffie, Daniel Fisher. It deals with the challenges in the field of Strategy. The case study is 2 page(s) long and it was first published on : May 13, 2019
At Fern Fort University, we recommend Mobileye pursue a multi-pronged growth strategy focused on expanding its technological leadership in Advanced Driver-Assistance Systems (ADAS) and leveraging its existing strengths to enter new markets. This strategy involves a combination of organic growth through product development, strategic alliances, and strategic acquisitions to expand into new market segments and geographies.
2. Background
Mobileye, an Israeli company, is a global leader in ADAS technology. The company develops and manufactures vision-based systems that provide drivers with real-time warnings and assistance to prevent accidents. Mobileye's technology is used by major car manufacturers worldwide, including BMW, General Motors, and Volkswagen.
The case study focuses on Mobileye's strategic challenges in 2019, following its acquisition by Intel. Mobileye faces increasing competition from established automotive players and technology giants like Google and Tesla, who are rapidly developing their own autonomous driving solutions. The case highlights the need for Mobileye to navigate this evolving landscape and secure its position as a leading player in the autonomous vehicle revolution.
3. Analysis of the Case Study
Applying Porter's Five Forces Analysis:
- Threat of New Entrants: High. The barriers to entry in the ADAS market are relatively low, with many technology companies and startups entering the field.
- Bargaining Power of Buyers: High. Car manufacturers have significant bargaining power due to their large volumes and the ability to switch suppliers.
- Bargaining Power of Suppliers: Moderate. Mobileye relies on a range of suppliers for components and software, but the market is competitive enough to prevent supplier dominance.
- Threat of Substitutes: High. Alternative technologies, such as radar and lidar, pose a potential threat to Mobileye's vision-based systems.
- Competitive Rivalry: High. The ADAS market is highly competitive, with established players like Bosch and Continental, as well as emerging players like Waymo and Cruise, vying for market share.
SWOT Analysis:
Strengths:
- Technological Leadership: Mobileye possesses a strong track record of innovation and holds a significant patent portfolio in ADAS technology.
- Global Reach: Mobileye has established partnerships with major automotive manufacturers worldwide, providing access to a vast market.
- Strong Brand Reputation: Mobileye is recognized as a trusted and reliable provider of ADAS solutions.
Weaknesses:
- Dependence on Intel: Mobileye's reliance on Intel for resources and support could limit its strategic flexibility.
- Limited Product Portfolio: Mobileye's focus on vision-based systems could make it vulnerable to competition from companies offering multi-sensor solutions.
- Scale Challenges: Mobileye may struggle to compete with larger companies with greater resources and economies of scale.
Opportunities:
- Growing Demand for ADAS: The global market for ADAS is expected to grow significantly in the coming years, driven by increasing safety regulations and consumer demand.
- Emerging Markets: Mobileye can expand its reach into developing markets with high growth potential.
- Partnerships and Acquisitions: Strategic alliances and acquisitions can provide access to complementary technologies and new markets.
Threats:
- Competition from Established Players: Mobileye faces intense competition from established automotive players and technology giants.
- Rapid Technological Advancements: The rapid pace of innovation in the autonomous vehicle sector could make Mobileye's technology obsolete.
- Regulatory Uncertainty: Government regulations regarding autonomous vehicles are still evolving, creating uncertainty for the industry.
Value Chain Analysis:
Mobileye's value chain consists of:
- Research and Development: Developing and innovating new ADAS technologies.
- Manufacturing: Producing hardware and software components.
- Sales and Marketing: Promoting and selling ADAS solutions to automotive manufacturers.
- Customer Support: Providing technical support and maintenance services.
Business Model Innovation:
Mobileye can explore new business models to expand its reach and revenue streams. These include:
- Subscription-based Services: Offering ADAS features as subscription services, providing ongoing revenue streams.
- Data-driven Services: Leveraging its vast data collection capabilities to offer value-added services, such as traffic management and fleet optimization.
- Partnerships with Mobility Providers: Collaborating with ride-hailing companies and transportation providers to integrate its technology into their platforms.
4. Recommendations
1. Strategic Acquisitions: Mobileye should actively pursue acquisitions of companies with complementary technologies, such as lidar, radar, and software platforms. This will enhance its product portfolio and provide access to new markets.
2. Strategic Alliances: Mobileye should form strategic alliances with technology companies, automotive manufacturers, and mobility providers to expand its reach and leverage their expertise. This could involve joint ventures, co-development agreements, or technology licensing.
3. Product Development: Mobileye should continue to invest in research and development to maintain its technological leadership. This includes developing next-generation ADAS systems with enhanced capabilities, such as automated lane changes and parking assistance.
4. Market Expansion: Mobileye should expand its presence in emerging markets with high growth potential, such as China, India, and Southeast Asia. This will require adapting its products and marketing strategies to local needs and regulations.
5. Diversification into New Market Segments: Mobileye should explore opportunities to diversify into new market segments, such as commercial vehicles, buses, and industrial equipment. This will help to reduce its reliance on the passenger car market.
5. Basis of Recommendations
These recommendations are based on a thorough analysis of Mobileye's competitive landscape, strengths, weaknesses, opportunities, and threats. They are aligned with Mobileye's core competencies in ADAS technology and its mission to improve road safety. The recommendations also consider the needs of external customers (automotive manufacturers, mobility providers, and consumers) and internal clients (employees and stakeholders).
The recommendations are attractive from a financial perspective, as they offer the potential for significant growth and profitability. They are based on the assumption that the global market for ADAS will continue to grow rapidly in the coming years.
6. Conclusion
Mobileye is well-positioned to capitalize on the growing demand for ADAS and autonomous driving technologies. By pursuing a multi-pronged growth strategy focused on innovation, strategic partnerships, and market expansion, Mobileye can solidify its position as a global leader in the autonomous vehicle revolution.
7. Discussion
Alternatives:
- Focusing solely on organic growth: This approach could be slower and less impactful, as it would rely on Mobileye's internal resources and capabilities.
- Merging with a larger automotive manufacturer: This could provide access to resources and scale, but it could also lead to a loss of autonomy and control.
Risks:
- Technological disruption: Rapid advancements in technology could make Mobileye's existing products obsolete.
- Regulatory uncertainty: Government regulations regarding autonomous vehicles are still evolving, creating uncertainty for the industry.
- Competition from established players: Mobileye faces intense competition from established automotive players and technology giants.
Key Assumptions:
- The global market for ADAS will continue to grow rapidly in the coming years.
- Mobileye will be able to successfully integrate acquired companies and technologies.
- Strategic alliances will be mutually beneficial and successful.
8. Next Steps
Timeline:
- Year 1: Focus on strategic acquisitions and partnerships, as well as product development.
- Year 2: Begin expanding into emerging markets and new market segments.
- Year 3: Continue to invest in innovation and expand its global reach.
Key Milestones:
- Complete at least two strategic acquisitions.
- Form strategic alliances with key players in the automotive and technology industries.
- Launch at least two new ADAS products.
- Enter at least three new markets.
By implementing these recommendations and milestones, Mobileye can secure its position as a leading player in the autonomous vehicle revolution and achieve sustainable growth and profitability.
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Case Description
Mobileye was an Israeli company, officially headquartered in The Netherlands, which was a Tier 2 supplier to the global automobile industry. This short case updates Mobileye's business performance and strategy, following the acquisition by Intel in 2017.
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