Catanza Technologies Case Study - Marketing Assignment Help

Assignment Task:

Complete your assessment based on the Catanza Technologies Case Study provided below.

Question 1 
You have been engaged as a consultant to your organization’ s/Catanza executive to consider the information presented. You are asked to apply decision analysis techniques to the decision problem facing your organization/Catanza Technologies and advise the company on their outcome options and recommended course/s of action. Clearly state any assumptions you have made. 
Your discussion should include: 

• An executive summary 
• A brief overview of the key facts and your approach to the problem. 
• A clear statement of assumptions about the information provided and your analysis. 
• A decision tree of potential decision paths and events including Probabilities, Net Present Value calculations, and Expected Values 
• The application of at least one other decision-making technique covered during the unit, for example SMART, Analytical Hierarchy Process or Sensitivity Analysis. 
• The recommended course of action. 
• For own organization option: Additional Appendices for background information and data. 

Question 2 
Discuss in detail the strengths and limitations of your analysis in the context of the problem faced by your organization/Catanza Technlogies. Your discussion of limitations should include consideration of potential biases, heuristics or other considerations that may have been used or applied by your organization/Catanza and its staff. 
Make specific recommendations for other information or investigations that would be needed to improve your analysis. 

Catanza Technologies Case Study 
(Written as at January 2019)
Read the case study which follows and answer the 2 questions at the conclusion. 
Catanza Technologies was founded in Brisbane in 2002 at Eagle Farm as a specialist in industrial sensor technology. In 2008, they expanded into industrial robots, however this sector fell into decline leading-up to the departure of automotive manufacturers from Australia by 2017. In 2014 they launched a commercial-grade robotic floor cleaner which has had a steady growth in revenues and market share.The company is now (January 2019) considering the development of commercial robotic lawn management tools and equipment and, as a first step, a detailed plan has been put forward to produce a commercial grade robotic lawnmower (code named the RLM19). Market research was conducted in 2015-2016 and this revealed that commercial customers make their decisions in this market on the basis of mowing area per day based on running time per charge and battery charging time, maximum height of cut, precision of navigation, ease of programming, adaptability to uneven surfaces, hill-climbing ability, obstacle sensing and avoidance, price, safety and anti-theft. 

Taking this market research information into account, the company is now seeking to develop a production prototype based on one of two different approaches. Electric wire (EW) perimeter or GPS and sensing navigation (GPS). For the EW model, a wire is placed around the perimeter of the area to be mown and then connected to an electrical source. This mower is programmed not to cross the wire. Because of the need to lay wire and the battery life the EW model will have a mowing area of about 3000 square metres per day. The GPS model would use sensors to detect garden edges and also GPS and mapping data to navigate without use of the wire. This enables them to be more versatile and suited to larger areas of up to 12000 square metres per day. The market research and development of the designs so far have already cost $1.65 million. If a decision to continue is made, it is hoped that a successful prototype can be developed by December 2019. 

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