Essays on Development of Alternative Options Case Study

Download full paperFile format: .doc, available for editing

The paper "Development of Alternative Options" Is a wonderful example of a Management Case Study. Self-driving vehicles have been assumed as a dream since the inception of automobiles. The automobile is ubiquitous within the developed world while it’ s been adopted in the developing countries. In 2009, Google announced that her self-driving vehicle traveled a distance of 1.3 million miles free of an accident. Although autonomous driving is perceived as science fiction, Google, auto suppliers as well as industry analyst predicts the cars will be prevalent in the year 2020. This paper describes Google as the main player within the self-driving car market.

The entire capabilities, opportunities as well as limitations surrounding self-driving vehicles are reviewed. The paper further depicts how the self-driving car project relates to the vision of the company, the reliability of the venture, the need for partnership, the interrelationship between the project and the entire mission of Google as well as the legal issues involved. Introduction Self-driving vehicles have ‘ evolved’ overtime since the concept was introduced in the year 1920s. The actual road-worthy vehicles got introduced in the 1980s.

The main two projects within this era were Mercedes-Benz’ s Prometheus and Carnegie Mellon University projects. In the recent past, Google has developed an autonomous car that has generated a lot of attention. However, Google has not at one time operated her vehicles without human driver on-board. The existing laws prohibit such vehicles to run without minimal controls and there are many obstacles to be overcome before computers can be entrusted to assume full driver’ s role. The Aim The aim of this analysis is to synthesize about Google’ s car project. The analysis focuses on the major objectives behind the project, the internal strengths and weaknesses within the company, market opportunities, and threats as well as the major alternatives available for Google. Problem Definition How did Google Car project relate to Google’ s corporate vision of organizing the world’ s information?

Would the Google Car project be a worthwhile investment of the company’ s resources? Could Google compete against established auto manufacturers working in self-driving technology, or should it establish a partnership? Would Google manufacture its own vehicles or license its own self-driving software? What are the main legal issues surrounding this new technology?

How would an autonomous car fit into Google’ s core search business and its advertising-based revenue model? Situational Analysis The situational analysis, in this case, is performed through SWOT. A SWOT analysis looks at the internal strengths and weaknesses of Google in handling the car project, plus the opportunities and threats prevailing in the market. Strengths Two features exist which has resulted in the enormous transformation in Google's car. Arguably, Adwords has emerged as the best money-making tool in business history, mandating Google to finance the non-core activities. The decision-makers within the company get really motivated to improve the world.

This forms part of the company secret. It forms the basis of developing a self-driving car. It is a normal occurrence that while driving, the ability to access other vital information as well as data is severely impaired. Then, if the car is performing the drive, then this makes all the difference (Guizzo, 2011).


Alberto Savoia and Patrick Copeland 2011. Entrepreneurial Innovation at Google, accessed 23rd May 2017,

Fisher, A., 2013. Inside Google's Quest to Popularize Self-Driving Cars. Popular Science, 18, pp.2013-09.

Azmat, M.M. and Schuhmayer, C., 2015. Self Driving Cars.

Araujo, L., Mason, K. and Spring, M., 2012. Self-driving cars. A case study in making new markets–London, UK: Big Innovation Centre, 9.

Guizzo, E., 2011. How google’s self-driving car works. IEEE Spectrum Online, October, 18.

Birdsall, M., 2014. Google and ITE: The road ahead for self-driving cars. Institute of Transportation Engineers. ITE Journal, 84(5), p.36.

Schoettle, B. and Sivak, M., 2014. A survey of public opinion about autonomous and self-driving vehicles in the US, the UK, and Australia.

Litman, T., 2014. Autonomous vehicle implementation predictions. Victoria Transport Policy Institute, 28.

Download full paperFile format: .doc, available for editing
Contact Us