Background
The senior leadership of TDI needs to make a decision about how to enter the Hazardous Operating Environments Robotics market segment. They have
decided it presents an attractive expansion opportunity for the company and have scheduled a review of the entry strategy. This strategy must
consider the company’s current market position, customer needs, current portfolio of product/systems offerings, investments to sustain business,
investments to enter the new market segment, and implications for the technical executives. To make this decision, they will be considering
alternatives from the teams who have been chartered to assess TDI’s strategic position, and bring forward recommendations with rationale.
Objective
Applying the concepts presented in the first-half of the course, each student team will be assigned a technical executive role (VP of
Manufacturing/Quality, VP of Engineering, or CIO/CTO) and will develop a comprehensive recommendation for the strategic way forward for TDI from
that perspective. This recommendation will be presented to TDI’s Strategic Planning Groups (these roles to be played by the Professors). Module
6 virtual-live session will be held to provide the student teams an informal opportunity to share in-process thinking on their recommendation
and seek guidance from the professors in advance of their presentation to the Strategic planning Group to be delivered during the virtual-live
session at the end of Module 7.
Assignment
For this assignment, your team will present a comprehensive recommendation of the strategy to enter the Hazardous Operating Environments
Robotics market segment considering the concepts presented in the first-half of the semester from the perspective of the assigned TDI Technical
Executive (VP of Manufacturing/Quality, VP of Engineering, or CIO/CTO). This presentation will be made to TDI’s Strategic Planning Group, as
role-played by the professors, during the virtual-live session at the end of Module 7. You should:
1. Review the lecture material and the TDI Case Study presented through the first-half of the semester covering Modules 1 – 6.
2. Assess TDI’s current market presence and entry into the Hazardous Operating Environments Robotics market segment considering market
position and offerings, customer needs, competitive positioning, portfolio investments within the bounds of IR&D budgetaffordability, risk, TDI
skill sets, and strategic approach.
3. Create a 20-minute presentation summarizing the results of your assessment and recommendation using the following presentation outline:
1. Market Opportunity … size, growth, potential for profit
a. Total market, market segments
b. Current market position/segments served
c. Perspectives and implications from your Technical Executive role
2. Customer Wants/Needs using $APPEALS framework with emphasis on the Search & Rescue Robotics market Segment. Address perspectives and
implications from your Technical executive role.
3. Political, Economic, Sociological, Technological (PEST) factors and trajectories (one chart for each). Address perspectives and
implications from your Technical Executive role.
4. Competitive Analysis with particular emphasis on customer needs, TDI’s strengths/weaknesses assessed against customer needs, and key
competitors. Address perspectives and implications from your Technical Executive role.
5. Innovation and Investment strategy
6. Strategy/Business Design
a. Strategic alternatives/business designs
b. Strategic Position Analysis (SPAN) and Financial Analysis (FAN) pictures
c. Recommended strategy, business design, and organizational design with particular emphasis on the perspectives and implications from your
Technical Executive role.
7. Implications and challenges you anticipate to implement your recommendation from your Technical Executive role. Be sure to be specific
about the requirements flow-down to your part of the organization as a technical executive, the actions you will need to take, the issues you
expect to deal with, and how you plan to address.
.
VP of Engineering – Presenting to the Board
Things to Fix:
1. Module 2: $APPEALS
a. OBE,
b. Matt to update
2. Module 3: PEST Analysis
a. Greg
3. Module 4: Competitive Position
a. Robin to Add Costing
4. Module 5: Innovation (C/T Matrix)
a. Matt&Greg to tackle
5. Module 6: Strategy/Business Design
a. Strategic alternatives/business designs
i. Danny
b. Strategic Position Analysis (SPAN) and Financial Analysis (FAN) pictures
i. Yang
c. Recommended strategy, business design, and organizational design with particular emphasis on the perspectives and implications from your
Technical Executive role.
i. Team
6. Implications and Challenges
a. Team
Add executive summary/agenda to beginning.
KEY TAKE-AWAY:
TDI is poised to break into the Robotics Market, specifically the Hazardous Operations Robotics, our presentation will prove why, and more
importantly, how we will focus our investments to corner this market.
We need to say why: this is what will move the business forward.
What is the WHY?
Innovation – Do we want to drop the medical robotics sectors? Not necessarily, just not directly funding the R&D .
IR&D Projects:
HAZOPS Robotics – Biggest %
Expeditionary Systems – 2/3 remaining %
Command & Control Tent
Mobility Systems – 1/3 remaining %
Buggy
Case study states that we will partner with VisionWorx.
$APPEALS = Matt
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