Nubs mba group management project team
Download 4.93 Mb.
|
- Navigate this page:
- Introduction – Realeyes Data Services Ltd and Eye-tracking
- The company’s intention to internationalize
Executive SummaryMBA Students of the Nottingham University Business School have been asked by Realeyes to device a marketing plan in order to internationalize their data services by launching their business in Australia. This has been undertaken as our MBA group management project. The following report is a product of extensive research of the Australian market for usability services in general and eye-tracking services in particular. We have employed both qualitative and quantitative research methods. Ethnographic research and in-depth interviews mainly comprise our qualitative research, where we have endeavoured to gain deep insights on segmentation and favourable segments, eye-tracking awareness in Australia, the B2B purchasing behaviour, the need for eye-tracking and usability-testing, and the perceived value of eye-tracking in Australia. The findings of this research have fed into our multi-perspective analyses. We have used our MBA toolkit, contemporary international marketing literature available that we have included in our Literature Review chapters, as well as industry methods to conduct our analyses of the firm’s capability and intent to internationalize, its industry, the factors of international business, and finally the Australian market-attractiveness analyses. The outcomes of our analyses are then used for designing suitable entry-mode strategy, targeting and positioning of Realeyes in Australia. Branding of an SME like Realeyes is analyzed thoroughly while evaluating the importance and means of communicating its brand in Australia. As part of Marketing Mix, the 7 P’s (Booms and Bitner, 1981) are rigorously discussed, with an emphasis on Pricing and International price strategic decision-making points that have been researched and recommendations suggested to Realeyes. Risks and barriers are analyzed and assessed. As an outcome, recommendations to avoid/tackle risk are made. As part of implementation and control, costs are measured against benefits to enter Australian markets, and an optimal break-even point is arrived at. The budget can be found in the appendices.
Introduction – Realeyes Data Services Ltd and Eye-trackingRealeyes Data Services Ltd is a small-sized business specializing in eye-tracking services. The team closely works with Tobii as the official data collection partner to provide eye-tracking services to its clients, for testing the usability of their media. Unique Selling Propositions (USP) of Realeyes (from working knowledge):
Large data samples: Realeyes works on large samples of data collected using world-class eye-trackers from Tobii (leaders in eye-tracking technology). Rapid results: The Company has built competencies to deliver eye-tracking reports to clients within 6 business days. The firm’s network and international exposure from its business with global brands like Sony in the UK, US, Poland and other European countries. The company employs up to 11 people, three of those who carry out business activity in the US and one involved in S. America. Realeyes has good presence in Europe with some of its global clientele, and continues to demonstrate rapid growth in terms of strategic relationships. Realeyes intends to expand its business by acquiring presence in new geographies and hence growing its business network as an SME. Brief on Eye-tracking Eye-tracking research is over a century old, but has seen rapid growth in the last few years. The concept works based on Infra-red technology, where infra-red light bounces off the eyes and the reflection pattern is recorded by a sensor system that helps in calculating the exact point of gaze using a geometric model (Tobii.com) that can be visualized and shown on a computer monitor. This technique of ‘Eye-control’ is used in various applications such as communication devices for disabled people and Usability testing of visual media. The main challenges of eye-tracking include providing for the right algorithms for higher accuracy and varying light and human eye conditions (Tobii) Eye-tracking services face a challenge of using reliable standards to interpret correctly the eye-movement of the respondents, in order to assess the medium under observation. The company’s intention to internationalizeRealeyes is an SME but with great networking opportunities and potential to globalize its services. This is mainly because of the nature of services it provides, and the fact that data is portable. According to founder Niall Bellabarba, the company’s operations require data collection, which is usually carried out locally on-site where the services are required. Once data is collected, all of the analyses could be carried out at business location, and results made available online. Hence the service model is fluid and less constrained, making it convenient to operate from across borders. 
Table 1 – Our perception of Realeyes’ situational decision to internationalize (Figure: Hollensen, 2007) The company’s situation fits in as shown in table 1 above. A resource-based view leveraged by the company’s nature of service & network indicates that the company is in an adolescent stage to internationalize its services. Realeyes could look forward to increase its revenue and hence boost earnings by going global, provided it implements the apt internationalization strategy. This internationalization process would inspire or even pressure Realeyes to develop the competencies required to localize its offering according to specific Australian business needs. At the same time, Realeyes’ business model would be stress-tested for globalization capability and scale. Realeyes’ capability to internationalize is discussed in the later part of this report, with special examination of its service model strengths and weaknesses.
Download 4.93 Mb. Share with your friends:
|