4/24/22, 12:04 PM Milestone Two Guidelines and Rubric – MBA-580-X4576 Innov/Strat High-Perform Orgs 22TW4
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Milestone Two Guidelines and Rubric
Overview
Using the recommendation that you provided in Milestone One, you will develop a strategy to implement the innovation and get
ahead in the marketplace.
Scenario
You work as a middle manager for one of the top U.S. producers of luxury and mass-market automobiles and trucks. You are now
leading a cross-functional team to move forward with the company initiative. To remain a viable competitor and meet the demands
of consumers’ desire for technology, the company’s chief technology officer (CTO) has decided to implement the internet of things
(IoT) into its product line.
In Milestone One, you and your cross-functional team looked at risks and benefits of each innovation option, competitors in the
market, and the company’s internal capability for moving forward with the innovation. After doing this analysis, you presented your
recommendation to various stakeholders about how to proceed. You chose one of the following:
A. Design a completely new product line, based on the recent technology (discontinuous innovation)
or
B. Add recent technology features into one model and then incrementally into the broader product line (incremental
innovation)
The CTO has accepted your recommendation. Now you are ready to develop a strategy for taking the innovation to market. In order
to develop a strategy, you will need to look at your competitors’ relative strengths in the current marketplace, to understand how
the company compares to your competitors, and to identify the total market and the market’s annual growth rate. Finally, you also
need to share your thoughts on how to respond to changes in business conditions. Although no one can predict what is going to
happen, it is important to think about how flexible your plan is in order to meet unexpected conditions.
Prompt
Using the recommendation you provided in Milestone One, develop a strategic plan to implement the innovation and gain
competitive advantage. Use the Sales Forecast, Comparative Growth Data and Comparative Operating Statistics to complete this
milestone.
Strategic Plan
1. Analyze the competitors’ relative strengths in the marketplace.
Write a short paragraph describing the growth rate of each competitor. You will get the solution from the
comparative growth data sheet.
How much of the market does each competitor now own? Do you see a trend of gaining or losing market
share? Present your findings using Power BI.
Perform your analysis for the cars and trucks category. Create pie charts using columns C and F from
the comparative growth Excel sheet in Power BI.
Perform your analysis for the connected cars and trucks category. Create pie charts using
columns H and K from the comparative growth Excel sheet in Power BI.
Determine each competitor’s financial strength by looking at their comparative operating data.
MBA-580-X4576 Innov/Strat High-Perform Orgs 22… TM
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p g y g p p g
2. Explain how your company’s market share compares to your competitors’.
Is your company gaining or losing market share? Expand on the analysis done in Task 1 above and explain the
major factors behind the change in market share.
What is your company’s growth potential in the industry?
How do your company’s financials look compared to your competitors’?
3. Identify future potential total available market (TAM) and growth for each chosen product/service and technology.
What is the TAM for cars and light trucks?
What is the TAM for IoT-connected cars and light trucks?
What is the projected compound annual growth rate (CAGR) for cars and light trucks?
What is the projected CAGR for IoT-connected cars and light trucks?
Identify the fastest-growing competitor.
4. Identify ways to adjust if business conditions change.
What can you do if your customers are slow to respond (buy) the innovation?
What can you do if one competitor is overtaking all the others, including your company?
5. Describe the steps your company needs to take from concept outline to launch. Consider your learning from the previous
two modules to ensure the steps are easy to understand for your team.
What is the size of development that will be required?
Will you require additional capital and personnel?
How would you approach determining the timeline from the beginning of development until initial product
launch?
Guidelines for Submission
Strategic Plan
Submit a Word document of 5 pages, devoting 1 page to each critical element described above. Include a graphic using Power BI for
competitors’ relative strengths (p. 1). Place the graphic at the top of the page with bullets underneath. Sources should be cited
according to APA style. Consult the Shapiro Library APA Style Guide for more information on citations.
Power BI on VDI
Access VDI using the VDI log-in process. Open Power BI in VDI and access the MBA 580 Comparative Growth Excel sheet. Save
your charts as images in the OneDrive folder on VDI. Follow the MBA 580 Power BI User Manual for completing these steps.
Criteria Proficient (100%) Needs Improvement (80%) Not Evident (0%) Value
Competitors’
Relative Strengths
Analyzes industry
competitors and their
strengths and weaknesses
Shows progress toward
proficiency, but with errors
or omissions; areas for
improvement may include
accurate interpretation of
competitors’ strengths and
weaknesses
Does not attempt criterion 15
Company’s Market
Share
Identifies how to maintain or
grow market share, given the
recommendation from
Milestone One
Shows progress toward
proficiency, but with errors
or omissions; areas for
improvement may include
Does not attempt criterion 20
Milestone Two Rubric
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identifying how to grow
market share with the
enterprise’s resources
Available and
Potential Market
Identifies future potential
TAM and growth for chosen
product/service and
technology
Shows progress toward
proficiency, but with errors
or omissions; areas for
improvement may include
discussing projected
compound annual growth
rate
Does not attempt criterion 15
Change in
Business
Conditions
Identifies ways to deal with a
change in business
conditions
Shows progress toward
proficiency, but with errors
or omissions; areas for
improvement may include
anticipating how to deal with
uncertainty in the market
Does not attempt criterion 20
Concept to Launch Identifies the steps the
company will take from
concept to launch of the new
product
Shows progress toward
proficiency, but with errors
or omissions; areas for
improvement may include
listing all the steps in the
correct order
Does not attempt criterion 10
Articulation of
Response
Clearly conveys meaning
with correct grammar,
sentence structure, and
spelling, demonstrating an
understanding of audience
and purpose
Shows progress toward
proficiency, but with errors
in grammar, sentence
structure, and spelling,
negatively impacting
readability
Submission has critical errors
in grammar, sentence
structure, and spelling,
preventing understanding of
ideas
10
Citations and
Attributions
Uses citations for ideas
requiring attribution, with
consistent minor errors
Uses citations for ideas
requiring attribution, with
major errors
Does not use citations for
ideas requiring attribution
10
Total 100%
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