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 Company and Google Glass. Then we
talk about their ongoing plan in from the view of corporate, marketing, technology and also the
opportunity analysis. Lastly in the first question is the strength of growth. For the second
question we talk about the Pearson’s Uncertainty Map about Google Glass and the innovative
virtuous circle which has 7 steps. Lastly is left conclusion about this assignment and the
reference we have.

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Title Page

Question 1 3

Introduction

Ongoing Corporate Planning

Ongoing Market Planning

Ongoing Technology Management

Opportunity Analysis

Strength of Growth

Question 2 6

Pearson’s Uncertainty Map

Combining Market Opportunities

Application Engineering

Development Engineering

Exploratory Research

Innovative Virtuous Circle

1st – 7th Step

Conclusion 11

Reference 12

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Question 1 – Feasible Application Consideration NPD for Google Glass

Introducing Google & Google Glass

Google’s mission is to organize the world’s information and make it universally accessible and
useful. (Google, 2014) Google is a multinational corporation which provides most of the
software products, internet-related products, and even hardware. Google most profitable service
is derived from the advertisement which do through Adwords. Due to their strong foundation of
software development, internet product and services development, they have been able to focus
developing their new corporate mission which is hardware development. Now, their very high
end product name Google Glass has been developed. Babak Parviz, Steve Lee, and Sebastian
Thrun, three guys from Google X have say that “we think technology should work for you to be
there when you need it and get out of your way when you don’t.” Due to this issue, they have
come out with their product name Google Glass. As we know from the product name, Google
Glass is a glass, with optical head-mounted display (OHMD), which able to help people do
almost everything a smartphone can do. For example, taking photo, taking video, using
navigation, share information, photo video online, voice recognize, answer what questioner ask,
translation, and can use with lens power.

Ongoing Corporate Planning

Enterprise plan is a set of guidelines for managers to describe the organization of each
department's role is to achieve the goals of the organization. (Gubbins, 2003) As above statement,
Google already has a very strong foundation of their software developing department and
internet-related service and product development skill. Hence, they can fully focus their new
mission or vision from the top level management. Due to the new product Google Glass has been
launch, Google Company can focus their corporate planning in new services and product on their
IT hardware industry. Since they are still new to this industry, but with the strong backup of
software and internet related product, the Google Glass can easily provide many feature that
even work like a smartphone. For the corporate planning, Google Company can fully focus on
their IT hardware industry for better product and service updates.

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Ongoing Market Planning

Market planning is a plan or decision that make by marketer due to the market environment and
organization. Market planning basically will start with aims and objective, research, strategy
involve, strategy implementation, further recommendation, and future development. For Google
company, their product Google Glass is a product which rare to market. Google Glass only has
few competitors like Galaxy Glass from Samsung, Sony Smart Glass, Microsoft Glass and so on.
But, due to their strong backup from Google Company, the product that can compete with
Google Glass is only Apple iGlass which is from Apple Company. So, the marketing plan for
Google Glass is mainly aim to penetrate the market to increase the awareness globally, gain more
WOW effects from the audience with the video advertisements and implied the positive feedback
from users to public for further product enhancements. Then, Google can straight do direct
feedback 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 like marketing mix,
implementation and R&D for further improvement.

Ongoing Technology Management

With the help of Google Company, Google Glass has no worry about their 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 speaker, recorder and so on. All of the above is only about
hardware maintenance and hardware improvement. By finish developing all this, Google Glass
can gain higher advantage then other competitor, and will obtain a unique position in this new
market.

Opportunity Analysis

From the marketing research, Google can easily analysis the new opportunity from the results
like what customer needs. This will provide advantage to Google to take the initiator place for
the new industry or their product. Other than waiting the result of marketing research, Google
can also expect their R&D department to develop new ideas, new prototype, or even new
products. For all those new products, they must use in few test market which provide a high

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potential of growth to know the results before entering the market. Maybe the new product can
sync with Google Glass and use together or sales as complimentary product.

Strategy of Growth (Based from Ansoff Matrix)

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 markets.(Ansoff, 2009). Based on the Ansoff
Matrix, there are only 2 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 market and new market.

For the product development, Google Glass will have to do further improvement such like higher
definition, better voice control, even eye sight recognition which helps to control the lens by just
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. Beside, 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 recognize the eye shape,
size, 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 just recognizing the eye balls.

For the diversification, Google Glass need emerge into a new market. The new market can be a
market that new about high end IT hardware like smartphone, and so on. These new markets 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 link to the Google Glass showing how to do the action in live.
For 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 works.
Besides, if this has implied successfully, Google can use this point to increase the reliability of
the public to Google Glass.

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Question 2 – Innovation Management within Organization

Pearson’s Uncertainty Map

Two aspects of uncertainty have been found to be important in practice: the specificity or clarity
of ends and the degree of knowledge about the possible means of achieving those ends. The
combination of these has been described as the Uncertainty Map. (Pearson, 1990)

Figure 1.0, APU Slide

Based from the Pearson’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 2 aspects which is the end factors in low risk or high risk; the process factors in
low risk or high risk.

Combining Market Opportunities

In the low risk process with low risk end, Pearson named it Combining Market Opportunity,
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 risk on the end of the
process and during the process. At this quadrant, Google Glass might just need to do few

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improvements like 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. For example the improvement from iPhone 5 to iPhone 5s, which have a
better look and higher processing hardware.

Application Engineering

Besides, Google Glass also can consider to do further improvement with application engineering.
This is because the process is in low risk but there might be many target and uncertainty ends.
Due to the strong foundation of the Google IT knowledge, the process is hard to fail during the
process. Hence, by continuously doing marketing research, it might help to make the target
clearer and easier to achieve.

Development Engineering

For the Development engineering, there is a clear target but high risk in process. At this point,
Google might need to just 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 just a professional in IT industry of hardware and
software. Google might need to invent some lenses that have a small camera to recognize user
eye ball. Beside, Google can also update their Gmail with the sync of eyeball recognition if the
hardware on Google Glass has successful invented.

Exploratory Research

The last part of the map which is exploratory research is the hardest and most uncertainty lay
between. Due to too many target and process is too high risk, Google is not recommended to take
that kind of risk. But, if Google is trying to aim in that quadrant, then Google must first do
sufficient marketing research to know what public wants and then analysis own situation which
found out they are able to take the risk or not.

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Innovative Virtuous Circle

Attraction of
creative
people
Organizational
The organization’s encouragement of
reputation for innovation creativity and
innovation

Development
of innovative
High morale and products
retention of creative
people

A willingness
within the
Motivates people
organization to
within the organization
accept new ideas
and reduces frustration

Figure 1.1, APU Slide

The innovative Virtuous Circle show how to establish and manage the company innovative
environment in 7 steps.

1st step – Reputation of Organization

Google is basically an innovation company. This is because Google most profitable part is the
Adwords. Google Adwords doing advertisement online to link the shop into internet and all this
involve of innovation and creativity. Besides, Google also come out the Google Play Store which
support the whole Android System. All this innovative job, service, product, and work have
made Google a very innovative company. Due to the high reputation of Google about Innovation,
this makes public perceived Google product as very innovative and easily success on most good
product. But in other hand, it also provides huge stress to Google R&D team and the expectation
from public to Google will be higher.

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2nd step – Attraction of Creative People

Due 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 work. Hence, this can make more innovative
and creative people to seek job or ask interview to Google.

3rd step – Organizational Encouragement

Due 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 work in better environment. Hence a work place which provides freedom,
fun, rest, food and beverage provide area has been build. Environment with freedom and fun will
tolerate error and mistakes also enhance work performance for company. Other 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.

4th step – Development Innovative Product

Google can make a further improvement due to the result they find from their market research
team after they launch their Google Glass. The further improvement must be magnificent and
innovative. For example Google can add-on few features to new Google Glass which also means
develop innovative product. This will help to maintain the success in current market even in
future market.

5th step – Willingness to New Idea

An innovative company must willing to accept numerous of new idea. There are still many
companies suffer from inability to change with new ideas. A company that did not accept any
new idea maybe have their fear and even reason. But, a willingness to accept new idea may bring
new change to the company or even the whole industry. For example, Apple has accepts the idea
of “Touchscreen” phone and this has bombard the whole mobile phone industry and change it
into smartphone industry. Hence, Google top management level must have the willingness to
accept new idea for Google Glass and make test on it in few test market to know its potential.

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6th step – Increase motivation & reduce frustration

Motivation and frustration is one of the main factors that affect the work performance of staff.
Google has already handled this case nicely by providing best working 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 job.

7th step – High retention of people

By providing best working environment and high rewarding to most successful project, 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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Conclusion

To conclude, Google Glass is a very new product with high risk on innovation process and end,
which mean this is an exploratory research before. But now, Google Glass can be function as
smartphone with the backup of world largest search engine and world strongest software
company. Further improvement and innovation will be deal with the future market research
which makes Google know public need and want.

Google has the capacity to accept failure. In the innovation industry, capacity to accept failure is
very important, but with the help of experience, knowledge and technology that Google have,
Google can accept the failure of Google Glass and also celebrate non-stop for success of Google
Glass.

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Reference

Forbes.com. 2014. Google on the Forbes World's Most Valuable Brands List. [online] Available
at: http://www.forbes.com/companies/google/ [Accessed: 28 Feb 2014].

Google, G. 2014. Company – Google. [online] Available at:

http://www.google.com/about/company/ [Accessed: 28 Feb 2014].

Google.com. 2014. Our history in depth – Company – Google. [online] Available at:
https://www.google.com/about/company/history/ [Accessed: 28 Feb 2014].

Joshua, B. 2014. [online] Available at: http://beta.fool.com/bluemarkanalysis/2012/07/31/is-

googles-reputation-for-innovation-overrated/8233/ [Accessed: 28 Feb 2014].

Kharif, O. 2013. Google Glass Woos Developers to $6 Billion Wearable Market: Tech. [online]
Available at: http://www.bloomberg.com/news/2013-05-13/google-glass-woos-developers-to-6-
billion-wearable-market-tech.html [Accessed: 28 Feb 2014].

Mashable. 2013. New Google Program Changes Requirements for Ad Agencies. [online]
Available at: http://mashable.com/2013/10/02/google-partners/ [Accessed: 28 Feb 2014].

Mclernon, R. 2014. Pearson's uncertainty map. [online] Available at:

http://prezi.com/etyhylbrdvt8/pearsons-uncertainty-map/ [Accessed: 28 Feb 2014].

Parviz, B., Lee, S. and Thrun, S. 2014. Google - Google+ - We think technology should work for
you—to be there when…. [online] Available at:
https://plus.google.com/+google/posts/YZYCe65gj8T [Accessed: 28 Feb 2014].

Staff, T. 2013. Google Glass: What It Is and How It Works. [online] Available at:
http://www.tomsguide.com/us/google-glass,news-17711.html [Accessed: 28 Feb 2014].

Sullivan, D. 2013. Google Still World's Most Popular Search Engine By Far, But Share Of
Unique Searchers Dips Slightly. [online] Available at: http://searchengineland.com/google-
worlds-most-popular-search-engine-148089 [Accessed: 28 Feb 2014].

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Waldron, J. 2014. Chapter 13 - Improving the organization and management of extension.

[online] Available at: http://www.fao.org/docrep/w5830e/w5830e0f.htm [Accessed: 28 Feb
2014].

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