BA401 Pui and friends : CASE 2-9
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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 BA401 Pui and friends : CASE 2-9 Presentation Transcript

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