Hewlett-Packard: The Flight of the Kittyhawk (A). case study. Clayton M. Christensen. Save; Share. Save; Share. Free Essay: Kittyhawk is inch hard-drive disk that HP trying to put up to the new market. HP tries to target a new market and earning. Kittyhawk is inch hard-drive disk that HP trying to put up to the new market. HP tries to target a new market and earning profitable revenue from it.

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It did not need to have more capacity than current disk drives. Cite View Details Educators Purchase. We use cookies to give you the best experience possible. Continue to pursue the ruggedness-based applications that were cropping up.

In the outset Spenner intended to develop a cheap small drive. But without it, it would be more difficult to success. Their customers turned to be unexpected customers such as Japanese company, manufacture of cash registers and camera.

Hewlett-Packard: the Flight of the Kittyhawk | Essay Writing Service A+

The existing customer might adapt it faster than the new customer. Although, in its conceptual phase Spenner envisioned the Kittyhawk to be a disruptive technology, what they really created was a sustaining innovation for a disruption that had not occurred yet. Seymour is poised with three alternatives and must decide which of them will best steer the Kittyhawk towards a successful and promising future. The flight of the Kittyhawk case study,” PaperAp. We’ll occasionally send you account related and promo emails.

It needed to be used in smaller simpler technologies that did not require as much memory. Christensen and Rebecca Voorheis. Sorry, kittyahwk full essay samples are available only for registered users Choose a Membership Plan. The original strategy dictated that after achieving success in the mobile computing area, the Kittyhawk would then migrate into lower cost applications such as gaming and other low-cost initiatives.

Do risk analysis and make sure you know how big is the market. Since technology world is too unpredictable and changeable all the time, the Flighy team should change with it in order to success. HP tries to target a new market and earning profitable revenue from it. The Flight of the Kitty Hawk. Kittyhawk group had performed adequate market research. Due to flgiht performance in new product development, it grew to dominate its primary market and is searching for other opportunities to grow through new product development.


In addition, the Kittyhawk team were the first to introduce a 1. Should it stretch the brand into more adjacencies? The project was defined as follows: Name strength and a weakness related to the way HP structured and supported the Kittyhawk development team.

We’ll occasionally send you account related hewlettp-ackard promo emails. Performance The main reasons for the Kittyhawk’s initial failure were as follows. That being said, notebook computers was a highly competitive and near saturated market setting which would need the team to alter the Kittyhawk to specialize on speed and space features in lieu of durability. An emerging technology itself, the full needs of this market were not yet identified.

Hewlett-Packard decided that, to grow more rapidly, it needed to design a revolutionary disk drive product that would create an entirely new market or application for magnetic kittyuawk technology. In such a competent and market-leading organization, how did HP overlook these incorrect assumptions?

Hewlett-Packard: the Flight of the Kittyhawk Case Analysis Essay

About the Floght Clayton M. What do you think of the way the team set out to find a market for the Kittyhawk? There are several factors led it failed including not understand their potential customer, disruptive technology need time for their market and setting their goals for their disruptive technology. Also the team atmosphere is also important which allow them put out Kittyhawk on time.

HP set up a special group which focus on the project to distinction from the main products that HP already had and the group separate from the company which give them freedom to develop the hard drive.

General Management Technology and Operations Management. Had the urgency to meet financial expectations not been as high, the development team may have focused more on the key job-to-do that the market was expecting from the drive instead of searching for a market that would meet the financial expectations placed on the Kittyhawk.


With all of the success in the technological execution, one might wonder what led to the failure of the Kittyhawk in the marketplace. We use cookies to give you the best experience possible.

However, there were challenges starting with manufacturing and ending in retail pricing. Root cause analysis showed these reasons: This allowed for a flexible, dynamic and cohesive team, bringing only those on board that really felt the mission could succeed. HP were one of the leading manufacturers of virtual memory products, at the time, and so it would not be very difficult for them to create inroads in this segment of the market as they could leverage their brand credentials to promote their offering and acquire early trust.

Shut down the production of this drive once the demand fizzles out and simultaneously focus on developing the superior 2.

It discovers that its internal system for identifying new, high-growth markets actually screens out some exciting growth possibilities. Principal Issue The principal issue in this case is a d ecision. Your Answer is very helpful for Us Thank you a lot! If you contact us after hours, hewlett-pwckard get back to you in 24 hours or less. Palmer After 20 years of growth unprecedented in the sports apparel industry, Under Armour finds itself with a new record to beat: Could build a small, cheap, dumb drive.

Although separated from the mainstream, this innovation was expected to perform at levels equal to or better than products within the mainstream organization, so in reality they were only physically removed from the HP culture. Get help with your homework.

The Kittyhawk team kitthawk not found the thd customer for their product.