Print Email Facebook Twitter Getting DRS Albatross on the road: The story of an instrumented introduction strategy Title Getting DRS Albatross on the road: The story of an instrumented introduction strategy Author De Vries, P. Contributor Van der Meer, J.D. (mentor) Van Heur, R.J.H.G. (mentor) Coenen, L. (mentor) Faculty Industrial Design Engineering Department Product Innovation Management Programme Master of Science Strategic Product Design Date 2013-05-08 Abstract Chard Safety BV (CS) is a company in automotive crash safety systems. The patented Deceleration Responsive vehicle-Seat (DRS) Albatross is their main concept. The seat is able to drastically reduce forces on the occupant during a crash and claims to eliminate whiplash. It could also be made lighter compared to current car seats, because of its construction. Various stakeholders in the automotive industry identified the DRS Albatross as a breakthrough principle with potential to greatly improve crash safety in general. However, no single party has been willing to invest sufficient time or money to help the company introduce the seat in the market. In the following report an instrumented introduction strategy for the DRS Albatross is proposed. It starts by analysing the company and the product. This analysis recognizes the versatility of the seat, and how this could also be confusing for potential buyers or investors. Two aspects who are expected to be the main sales points are selected; occupant safety and the exciting driving experience the seat could provide. At this point in report the partners of the company are asked how they would want to see the company and the product in 5 years, which provides the desired company situation. Taking this occupant safety and driving experience as main sales points, the environment is explored. The segment is selected where (1) occupant safety and driving experience are most desired by its users, in which (2) meeting the industry standard is most feasible, and where (3) starting business with the seat is most viable. Analysis has pointed out this segment to be premium compact cars. A strategic direction has been determined based on the resources and competencies of the company and a business model is constructed. The business model on the one hand proposes to convince seat manufacturers to license and produce the seat by offering extensive production support and cost-effective testing of their seats. On the other hand it creates need in the market by offering car sharing fleets an adjustment system enhancing the driving experience of their customers which is supported by the DRS Albatross. To support the company in obtaining this position in the market an action plan is elaborated with milestones maximizing the potential of a successful process. An important asset of the introduction strategy is building a strong brand which is associated with the values of the company. Therefore a brand-name, logo and description are suggested. Subject automotive industrycar seatinnovationintroduction strategybusiness model To reference this document use: http://resolver.tudelft.nl/uuid:75f48b10-6e77-4311-8af0-ed4383243c37 Access restriction Campus only Part of collection Student theses Document type master thesis Rights (c) 2013 De Vries, P.