Nubs mba group management project team
Download 4.93 Mb.
|
- Navigate this page:
- A SWOT ANALYSIS
- Distinctive competences
- Key success factors
- Managerial values
Realeyes is a company with strong management team and brilliant business idea. Three cofounders are Oxford university MBA colleagues and have been working together before establish Realeyes. Realeyes has presence in multiple European countries and the United States, and its current international strategy is to expand business by authorizing new entrepreneur(s) to use the same business model and the same brand name (Realeyes), though through an informal relationship. Figure 31 indicates Realeyes is relatively flat organization structure, which mostly classified by nations. Each country executive is in charge of all the work process except for data analysis. (See Figure X: Realeyes standard work flow) According to Realeyes cofounder Niall and Elnar, this is to ensure the core competence is retained in house as a strategic tool to centralize the power. The figure also proposes an extension of the organisation structure for launch in Australia. 
Figure 21 - Realeyes’ current organizational structure (N) represents no: of staff employed in the location A SWOT ANALYSISExternal appraisal (Threats and Opportunities in the environment)
Internal appraisal (Strengths and weaknesses of organizations)
Distinctive competencesThe outstanding background of three cofounders enables Realeyes to differentiate. Two of them are from computer science background and one is from business marketing research therefore they are able to modify eye-tracking machine, and standardize the report parameters so that building the report will become faster than other competitors since most of the reports don’t need a further manual change or amendment. Key success factorsAs Realeyes positions itself as a fast, cost efficient service provider, its innovative business model overwrites the business model of eye-tracking. On its website, Realeyes says “We optimize marketing spend, which is especially important in today's challenging economic conditions. Eye-tracking tests provide visual solutions that receive maximum customer attention per unit of advertising spend.” Compared to the current industrial practice which usually takes only smaller samples and rely on expert’s interpretation, Realeyes’ speed has been proved to be the most appraised Key Success Factor. In research industry, most of the sample size will be within 5-10 samples and using qualitative approach to interpreter. They pay for research participant to come to the laboratory for the research, usually spend hours to even days to interview them by “experts”. Time consuming is one disadvantage of traditional research method. Besides, some people argue that the expert-interpretation method is judgemental and the result of the research might be “totally different” if choosing the wrong methodology. Furthermore, the disposition of sample, especially when sample size is small, will seriously influence the research credibility. The last but not the least, too many expert jargons also drive marketing manager crazy and thus hesitate to use eye-tracking service. Realeyes tries to solve these disadvantages with a breakthrough business model. Compared to competitors, Realeyes’ business model has the following advantages:
Mobility Time efficiency Cost efficiency Objective Report consistency and ease-of-use Sample reliability Table 28 - Realeyes' Key Success Factors (KSF) 
Realeyes’ eye-tracking parameters are listed in Figure X. All the parameters are designed according to psychology, etc, principles thus they are easy to understand and self proof. However, there are still some jargons so that Realeyes provides customer a user manual which listing the definitions of each parameter, as well as its purpose, interpretation, and case study with lessons learnt (in Realeyes’ company User Manual it is also called “conclusion”). Realeyes’ ability to come up with new parameter enables this company’s self innovation. In one of the NUBS interviews, Tobii’s Tommy Strandvall also regarded Realeyes’ capability to inventing new parameter and large sample business model as “unique” and impressive. Table 29 - Realeyes eye-tracking parameters
During our interview with Realeyes, we were taught to be free to try any new ideas. In one way this might reflect the young generation entrepreneur’s attitude (bold and aggressive), we also caught the message that Realeyes might be more “result-oriented” and therefore might choose a more autonomous internationalization policy, which is more suitable to apply in an unfamiliar business environment. Download 4.93 Mb. Share with your friends:
|