BA401 Pui and friends : CASE 2-9


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  • CASE II-9
  • CASE II-9
  • CASE II-9
  • BA401 Pui and friends : CASE 2-9

    1. 1. Hewlett Packard The Flight of the Kittyhawk
    2. 2. Introduction <ul><li>The first attemption of Orville and Wilbur Wright to built the new era of transportation. </li></ul><ul><li>HP introduced Kittyhawk as their new innovation </li></ul>
    3. 4. Rigid Disk Drives <ul><li>Commonly called hard drives </li></ul><ul><li>Magnetic information storage and retrieval devices used with computer </li></ul><ul><li>The first rigid disk drive was invented by engineers in IBM’s San Jose, California in 1956 with 5 megabytes storage. </li></ul><ul><li>Used Binary code </li></ul>
    4. 7. The disk memory storage Division <ul><li>A management by objective – MBO </li></ul><ul><li>A Decentralized organizational structure </li></ul><ul><li>4 major business organizations </li></ul><ul><li>Disk Memory Division - DMD </li></ul>
    5. 8. HP’s Mass Storage Group Organization Chart President & CEO Test & Measurement Organization Computer Product Organization Computer Systems Organization Measurement Systems Organization Personal Information Products Printing Systems Mass Storage Group Ink-Jet Products Sales & Support Boise Site Operations Computer Peripherals Bristol Division Colorado Memory Systems Greeley Storage Division Disk Memory Division
    6. 9. A Comparison of HP’s product Position Relative to Other Leading Disk Drive Makers Conner and Quantum Industry (400MB) Seagate IBM HP (1024MB)
    7. 10. Origin of the idea of Kittyhawk <ul><li>Bruce Spenner , Risk taker general manager of DMD </li></ul><ul><li>competitors are too strong to attack in the market </li></ul><ul><li>Dick Hackborn’s favorite maxim “Never take a fortified” </li></ul><ul><li>Storage in form of large data library servers and utilized by clients computer </li></ul><ul><li>1.3 inch drive </li></ul>
    8. 12. The project team <ul><li>The core project team formed in May of 1991 </li></ul><ul><li>Contained 3 functional representatives </li></ul><ul><li>Rick Seymour as a leader and R&D namager </li></ul><ul><li>Jeff White as a marketing manager </li></ul><ul><li>Quick thinking & action </li></ul><ul><li>Carefully Recruiting </li></ul>
    9. 14. The project parameters <ul><li>Kittyhawk project’s charter </li></ul><ul><li>- introduce drive in 12 months </li></ul><ul><li>- Accomplish the break even time (BET) </li></ul><ul><li>of less than 36 months </li></ul><ul><li>- achieve a 100 million dollas revenue </li></ul><ul><li>rate in two years after launch </li></ul><ul><li>- To be the first on a new hill </li></ul><ul><li>- Grow faster </li></ul>
    10. 15. Finding the Kittyhawk market <ul><li>Some interesting possibilities with personal digital assistants (PDAs) </li></ul><ul><li>Founded new market ,Nintendo, in Consumer Electronics show in Chicago </li></ul><ul><li>A list of five possibilities for new market </li></ul><ul><li>Rick Seymour’s Strategy </li></ul>
    11. 17. The Competitors <ul><li>Two technologies might compete with Kittyhawk – flash memory and 1.8 inch disk drive </li></ul>
    12. 19. 5.25” disk drive 3.5” disk drive 2.5” disk drive 1.8” disk drive 1.3” disk drive The Pattern in Reduction of Disk Surface in New , Smaller Architectures
    13. 20. The product <ul><li>Introducing of first 1.8 inch disk drive for sub notebook computer in September 1991 spurred the Kittyhawk group to move even faster. </li></ul><ul><li>Desinging the Kittyhawk to meet the key performance required three unique technologies </li></ul><ul><li>Looked for external suppliers </li></ul><ul><li>Announcing the Kittyhawk’s launch </li></ul><ul><li>HP shipped its first Kittyhawk on June 23 as it if would achieve Spenner’s objective </li></ul>
    14. 22. The consumer <ul><li>Design wins in new PDAs that fit for both flash memory and 1.8 inch disk drive </li></ul><ul><li>Disk drive for car rental companies </li></ul><ul><li>Losting its first major potential customer </li></ul><ul><li>Economical reason with flash memory </li></ul><ul><li>PDAs as a industry controller </li></ul><ul><li>Several unexpected customer started to show interest in HP’s 1.3 disk drive </li></ul>
    15. 23. Planned Versus Actual Production Levels and Product Applications plan Actual
    16. 24. Planned Versus Actual major product Plan Actual Units sold over the life of the project <ul><li>Personal Digital Assistants </li></ul><ul><li>Sub-notebook </li></ul><ul><li>Hard copy devices </li></ul><ul><li>Printers </li></ul><ul><li>Copiers </li></ul><ul><li>Fax machines </li></ul><ul><li>Japanese word processors </li></ul><ul><li>Personal digital assistants </li></ul><ul><li>Digital cameras </li></ul><ul><li>Cash registers </li></ul><ul><li>Telecom switching systems </li></ul>100 35 20 8 2
    17. 25. The New Beginning <ul><li>Being in marketplace of Kittyhawk </li></ul><ul><li>Embedded Kittyhawk </li></ul><ul><li>Three alternatives to respond this new development </li></ul><ul><li>Shutting down the Kittyhawk project </li></ul>