Subject Code & Title : SBM4301 Innovation And New Technologies
Assessment Type : Group/individual: Individual
Word count : 2500
Weighting : 30%
Unit Learning Outcomes : ULO-1, ULO-2, ULO-3, ULO-5
SBM4301 Innovation And New Technologies Assignment – APIC Australia.

Assessment Details :
Choose an Incumbent (A company) that is struggling to survive in the market and a challenger (another company) that is successful in the market. Comparing these two companies (in same sector), Write a report on “Why incumbents are being beaten by challengers in business?” with special focus on use of disruptive technologies by challengers for competitive advantage. Students should discuss in detail about why and how challengers are better than incumbents in utilising technological innovation for beating the incumbents. You must be able to identify and synthesise relevant information. You should examine and critically evaluate the most relevant, recent, and scholarly research on a topic. Write the report by following the structure: an introduction, a series of body paragraphs, and a conclusion.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

In this assessment, you will have to complete the following tasks:
a. In the introduction, you will have to define the incumbents and challengers in business.Provide examples of incumbents and challengers and justify your examples with relevant/logical arguments.

b.In the body of the paragraphs, identify one incumbent and challenger in business of your choice and explain several reasons why incumbents are being beaten by challengers in detail. In other words,why challengers beat the incumbents. For this part of the assessments, you will have to study lecture materials provided in week 2, 3 and 4. In addition, you will have to conduct literature search from current and credible resources to explain the reasons for incumbents being beaten by challenger.You will have to explain the role of technological innovation including disruptive technologies and how these technological innovations have impacted these businesses (both incumbent and challenger).Discuss as many reasons as possible to support your argument by comparing incumbent and challenger of your choice.

c.In concluding paragraph, you will have to summarise and link the arguments presented in the body to form sound and logical conclusions.

For successful completion of this assessment, you are required to study the material provided (lecture slides, tutorials, and reading materials), engage in the unit’s activities, and in the class discussion. The prescribed textbook is the main reference along with the recommended reading. Students are expected to discuss their work with lecturer and to seek support in selecting incumbent and challenger of their choice.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

Assessment 2: Case Study
Group/individual: Group
Word count / Time provided: 3000 words
Weighting: 30%
Unit Learning Outcomes: ULO1, ULO2, ULO3, ULO4, ULO5, ULO6

Case Study :
Mr Johnson is the chief innovative officer (COO) of a mobile company in Sydney. A core component of his role as CIO is to predict, plan for and implement necessary changes to the product of the company.

The company was pioneer in mobile phone industry and have gained significant installed base. Its
products were popular among many customers for its reasonable price, quality, and efficiency.However, over the recent years, many other companies have emerged with more innovative components incorporated in products which has attracted their customers and increased the competition in the market. In addition, the change in the CEO of the company and his decision over the years had impacted product development and sale. This company is slowly losing its position as pioneer in mobile phone industry and its market share is decreasing rapidly. This has frustrated employees of this company, especially of research and development (R&D) who had overtime developed a level of expertise and experience in developing and deploying their pioneer products in the market. Adding to frustrations, the employees have had to watch other mobile companies offering similar products become more and more successful!

Some good news is on the horizon, however. The government has decided to invest in technological
innovation and a considerable sum of money is available to those companies who can demonstrate
their ability to incorporate technological innovation in development of their product. This initiative is
considered critical for this company as it would provide the company with much needed financial
support. In addition, this is a good opportunity for the company to regain its position in the current
market trend.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

Knowing this, Mr Johnson and his team is very keen to secure access to some of the promised investment capital. However, he is aware that to receive any money from the federal government,he must demonstrate his company’s ability to innovate. This innovation should be linked to technological innovation and disruptive technology.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

Assessment Details:
You need to complete a research report, investigating the feasibility of an innovation strategy for the example case presented above. As part of this report you will need to:

1.Identify and discuss internal and external factors facing the organisation and conduct a thorough analysis of the current condition of the organisation by using three of the following different strategic analysis frameworks (Porter’s five forces is compulsory).
o Porter’s Five Forces Model (refer to lecture 6)
▪ Degree of existing rivalry
▪ Threat of potential entrants
▪ Bargaining power of suppliers
▪ Bargaining powers of buyers
▪ Threat of substitutes

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

o Stakeholders analysis (refer to lecture 6)
▪ Strategic stakeholder analysis
▪ Normative stakeholder analysis

o Porter’s Value Chain Model (refer to lecture 6)
▪ Primary activities
▪ Support activities

o PESTEL (Political, Economic, Social, Technological, Environmental, Legal),
o SWOT (Strength, Weaknesses, Opportunities and Threats)

• After assessing the company’s current position, Identify and evaluate three (3) potential innovation opportunities the organisation in the case study can explore that can help this company to re-emerge in the market.

• Critically assess and evaluate one (1) of these innovation opportunities (innovative solution) and develop a detailed plan the case study company would like to implement (detailed plan of implementation). Discuss innovative and technological components of this solution.Discuss the innovative solution that you have proposed is sustaining or disruptive innovation.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

• Discuss a process to review and monitor the progress of this innovation opportunity the case study organisation would like to employ.
• Identify any potential difficulties that might be expected such as legal problems, support, R&D costs etc.

Write a 3000-word research report following the suggested structure/criteria provided below and submit the assessment in a single Microsoft Word document via the Assessment 2 Upload link on the Canvas system.

Report Structure:
It is suggested you use the following sections and headings to structure your research report.

• Report preliminaries: Title page, executive summary, table of contents.
• Introduction: Outline the nature of the industry applicable to the case study company.
Provide a brief description of the case and purpose of the report.
• Body: Present theoretical/conceptual research justifying the need for organisations to consider their external and internal environment. You will have to analyse three different strategic analysis frameworks to assess the current condition of the organisation. Porter’s five forces is compulsory. Present findings of research into factors affecting the company described within the case study. Discuss implications of these findings to present three (3) opportunities to innovate (using theoretical/conceptual evidence to support opinion).Choose the most favourable innovation option and describe in detail (including a plan for its
implementation and means by which to monitor and control once implemented).
• Conclusion: Link the arguments presented in the body to form sound and logical conclusions.
• Recommendations: In line with conclusions, offer specific recommendations designed to aid in achievement of the selected innovation initiative.

SBM4301 Innovation And New Technologies Assignment – APIC Australia.

Assessment 3: Quiz
Group/individual: Individual
Word count / Time provided: 10 Mins
Weighting: 40%
Unit Learning Outcomes: ULO-1, ULO-2, ULO-3, ULO-4, ULO-5, ULO-6

Assessment Details:
The students will be required to complete weekly invigilated quiz that will assess your ability to understand theoretical materials and your knowledge of key content areas. The quiz will be either
multiple choice questions, True/False questions or short questions which are relevant to the lectures
of each week. For successful completion of the quiz, you are required to study the material provided
(lecture slides, tutorials, and reading materials) and engage in the unit’s activities. The prescribed
textbook is the main reference along with the recommended reading materials.

Students will be required to take the quiz during the workshop and therefore, attendance is required
as part of this assessment